Martech in 2023 will be the Year of 4PO (Part 4)

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The Future of Commerce lists the 5 key marketing trends for 2023:

1. Hard times will mean hard facts for marketers
2. Customer obsession will prove the winning formula
3. Focus on quality data for customer personalization
4. Finding the right channel mix
5. Rethinking the martech stack

TechFunnel has 10 martech trends going into 2023:

1. The rise of zero-party data gathering
2. The need to become video-first
3. SSP and DSP (finally) coming together
4. No-code as the go-to for digital marketing
5. Holographic ads: the meeting of real with virtual
6. Multilingual marketing by design
7. App push notifications as a high-ROI conversion driver
8. The return of no-visual audio
9. Age of the “genuinfluencer”
10. The arrival of generation Alpha

This is McGaw’s list of trends:

1. The First-Party Data Revolution Continues
2. The Rise of the Self-Service Buyer
3. Rethink Marketing Attribution and Budgets
4. Flexible Tech Stacks with Trimmed Walled Gardens
5. The Convergence of Marketing, Sales, and Product Teams

Luma’s State of Digital Marketing 2022 writes: “First and foremost is that enterprises are focusing on first party data: capturing, managing and executing on their own data. Solutions such as CDPs, data clean rooms, and new identifiers and identity solutions have grown significantly. On the advertising side, we’ve seen an explosion of commerce media plus a reemergence of contextual advertising. An area that we’ve always felt has been under-invested is creative tech, and we are now seeing more interest in these solutions. Finally, the industry is moving to cohort-based targeting vs. one to one with solutions like Google’s Privacy Sandbox. The biggest challenge with the focus on first party data is that its a much smaller data set creating scaled addressability concerns.”

Salesforce’s State of Marketing provides a summary of its key findings:

Shopify’s Commerce Trends 2023 had this point on data:

One key point highlighted in Coeffcient Capital’s Consumer Trends 2023 report is the rising customer acquisition costs.

There is an expectation of a consumer spending slowdown in 2023 which in turn will impact digital advertising and marketing spends. Dentsu’s 2023 Global Ad Spend Forecasts writes: “While ad spend is still rising, the expected total ad spend for 2022 has been downgraded. Having already seen worse than expected results from global media giants like Alphabet, Meta, Spotify and Snap, the industry expects this trend to continue into 2023. However, the picture is not a clear case of ad spend falling everywhere. Some platforms like TikTok are growing in response to continued growth in usership and the comparatively new category Retail Media – ads within commerce platforms like Amazon – are also growing.”