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Sergey Karshkov is the co-founder of 9 Pandas, an advertising agency that leverages the latest marketing technology trends and advancements to pioneer the industry.

From decentralised social media platforms to a shift to signal-based marketing, this article will explore a variety of marketing trends that are predicted to feature prominently in 2023.

Decentralised Social Media

Changes at Twitter have drawn attention to the vulnerability of social media platforms. As a result, customers are increasingly moving away from billionaire-led platforms, instead wanting to exercise control over their data and content. Experts predict a shift towards decentralisation of social networks, with new and exciting platforms like Mastodon quickly gaining traction.

The embedded short video provides more information about Mastodon, a platform built by the masses, which is currently seeing huge numbers of downloads.



Increased Investment in Martech

Martech, or marketing technology, is software used to create, manage, execute and measure the performance of online and offline content, experiences and campaigns. Martech is an effective means of streamlining the customer journey through the implementation of omnichannel marketing campaigns.

In the United States alone, martech spending was tipped to pass the $20 billion mark in 2022 – representing a 15% year-on-year increase – according to eMarketer.

Augmented Reality

The COVID-19 pandemic triggered a surge in online shopping, a trend that continues to this day. Against this backdrop, it is even more important for brands to invest in creating innovative offline environments. As footfall returns to pre-pandemic levels in 2023, businesses are coming under pressure to ensure that in-store experience add unique value – and augmented reality, along with other immersive technologies, could be the key to achieving this.

Forward-thinking brands are already trialling augmented reality campaigns. Take for example Burberry, which staged a popup at Harrods to mark the launch of its Olympia collection, inviting customers to use their smartphones to bring a statue of a Greek goddess to life.

The attached infographic contains more information about the increased implementation of advanced technologies in marketing today.



Signal-Based Marketing

Experts predict a market-wide shift away from technical-based marketing to anticipation marketing. This new approach facilitates enhanced personalisation, analysing data collected through digital marketing to deliver content tailored to the unique needs and preferences of each individual.

Signal-based selling involves focussing sales on the customer’s world and transforming data into more impactful sales behaviours by monitoring and acting on customer buying signals.

The attached PDF provides more information about anticipation marketing and how brands can leverage its power to create powerful marketing moments.


Sergey Karshkov

What Is Anticipation Marketing