Technology, Sustainability, Creativity are the Latest Marketing Trends of This Year

According to the latest Deloitte research ‘Global Marketing Trends in 2023’, digital technology, sustainability, creativity, and blockchain will largely determine the upcoming marketing trends. Commercial companies are facing increasing challenges in the current economic and financial environment, which also presents numerous obstacles to marketing.

The report Global Marketing Trends covers four main themes: financial uncertainty, sustainability, creativity, and existing technological trends. According to experts, marketing leaders should focus on four main areas in this situation: investing in digital technologies, new platforms, and personalized tools, enhancing sustainability efforts using internally available resources, defining long-term goals, fostering creativity throughout the organization, and increasing the representation of metaverse and blockchain technologies.

The findings of the research, which included over 1000 individuals in leadership positions, indicate that marketing professionals are not reducing the number of their activities in a challenging business environment but are striving to be ‘a step ahead’ and increase investments. New platforms have threatened traditional marketing methods and consumer trust, creating a need to enhance loyalty and capitalize on growth opportunities.

Most companies participating in Deloitte’s research emphasized that economic instability and inflation are the biggest problems they face in 2023. Despite this, they are trying to expand into new markets and geographical regions, as well as personalize their activities using new systems and algorithms.

New Opportunities for Growth 

Consumers are increasingly demanding awareness of the ecological situation, which is also reflected in internal marketing strategies. Setting long-term environmental goals can increase consumer trust. Most companies intend to achieve this through internal practices, more sustainable products and services, and establishing new long-term goals.

According to marketing experts, creativity could also be a source of growth, especially in 2023. Experience has shown that brands whose growth rate exceeds ten percent can primarily achieve increased creativity.

Furthermore, marketing needs to adapt to technological advancements, and according to the research, 80 percent of companies will embrace metaverse technology in the next two years. Additionally, more than 40 percent of companies will implement advertising strategies based on blockchain technology next year. Therefore, these two areas could prove crucial in the relationship between technological advancement and marketing.

– 2023 could be the year when companies, faced with economic difficulties, turn to new growth opportunities. Due to increasingly poor business conditions, marketing professionals must increase efficiency and achieve more with fewer resources. Deloitte’s report Global Marketing Trends in 2023 is a comprehensive guide to help businesses achieve success in this dynamic year and the years to come, based on strategic insights from business and marketing experts – stated Vedran Zrilić, head of Deloitte Digital for the CE South region.