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The challenges of marketing this year are the economy, big tech, and bubble audiences

There's no doubt that in 2023 we will have to do marketing amid the rising cost of living, facing changes in the strategies of big tech, and assuming greater audience fragmentation.

This is the conclusion of a global survey conducted by Warc of 1,700 marketing specialists on their forecasts for next year. 63% say the recession will have a significant impact, and 32% say it will be somewhat less severe. Only 5% don't believe it will change their strategy at all.

The biggest concern is inflation, which brings with it a major crisis in consumption and could encourage companies to cut their marketing budgets, although it is proven to be more beneficial to maintain it.

And it's not just the economic aspect that's worrying. The rules of the game are changing due to decisions by big tech companies, so 62% of professionals acknowledge that the relationship with Meta and Google could begin to be redefined.

Finally, the era of "bubble up" culture is mentioned, which could be translated as sudden emerging niches. Audience and channel fragmentation was the second biggest source of anxiety in this survey of marketers, who estimate that they will have to invest much more to reach those specific interest communities.

"Uncertainty will dominate in 2023, but marketers who are able to drive transformative change in consequential areas will benefit from emerging opportunities," says Aditya Kishore, Insight Director at Warc.