What did they have to say?

“Most of what we’re seeing right now is the aftermath of the pandemic and the almost ruthless way central banks have tried to avoid financial collapse by flooding the market with money. Combined with ongoing supply chain challenges due to global dependencies and a rising war in Europe, double digit inflation is imminent and consumers are getting increasingly insecure.” – Lars Lehne, Incubeta Global CEO

“2023 will see a continuation of the journey that we’ve been on over the last few years – the application of digital practices in more traditional environments. As more inventory opens up with technologies advancing across DOOH, VOD, PTV and so on, the opportunities for better measurement and optimization in these areas will drive better results for marketing teams.” – Alex Haynes, Incubeta UK Commercial Director

“Looking forward, consumer demand for effective technology is, and will continue to rise as supply chains are stressed. Prioritizing durability will be a priority in 2023, backed by a data-driven culture. As such we’ll see businesses look to transformation and growth through innovative solutions.” – Jessica Jacobs, Incubeta Global Chief Customer and Partnerships Officer 

What key themes will we see in 2023?

Due to the constant state of fluctuation that exists within the digital atmosphere it’s never easy to identify the best practices or emerging trends that ultimately guide the marketing industry. Fueled by external factors, consumer behaviors and technological advancements, there are multiple elements that can dictate the peaks and troughs of the digital landscape, with true success lying in flexibility, adaptability and knowledge.

Looking to 2023 we expect three dominant trends to take precedence throughout the following year – likely defining the industry’s approach to strategy and investment. The Recession, Privacy & 1st Party Data, and Omnichannel Marketing; The Split Between Digital & Traditional. 

The Recession: With 86% of global leaders anticipating a recession to hit, it’s no surprise that the economic and financial situation is going to play a key role in all that we do in the coming year. 

Privacy & 1st Party Data: With the continuous depletion of cookie-pools, Google announcing the permanent sunsetting of Universal Analytics in favor of GA4, and the looming deprecation of third-party cookies, 2023 will be the year for privacy centricity. 

Omnichannel Marketing: Achieving continual visibility is more important now than ever before, meaning omnichannel marketing, and hybrid strategies will likely come to fruition in 2023 as advertisers become smarter about their complete customer journey.

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Want to learn more? Download the full whitepaper here; Incubeta Predicts: Key Digital Forecasts & Considerations for 2023 for in-depth insights and additional coverage on Automation, Ecommerce, Social and Sustainability, plus a bonus section discussing the status of certain sectors. 

Download Whitepaper Here