The Drum – Prepare for the ‘Trough of AI Disillusionment’: H2 2023 Predictions

As we hit the second half of 2023, The Drum brings you a tasting menu of Drum Network leaders‘ predictions, from AI disillusionment to… fungal growth and changes for pet owners. Elise Stieferman, director of marketing and business strategy, Coegi predicts that “AI will be H2 2023’s Dr Jekyll and Mr Hyde: both hero and villain for marketers, depending on expertise and perspective.” Learn more from Elise and other industry leaders in this article on The Drum.

2023 Digital Marketing Trends Reshaping the Industry


Looking for ways to advance your digital marketing in 2023? Learn Coegi’s top tips and trends for programmatic marketing as we enter the new year.

On this episode of The Loop Marketing Podcast, Coegi’s President, Sean Cotton, and VP of Marketing & Innovation, Ryan Green, discuss the top digital marketing trends for 2023. Listen, watch, or read below to learn how to level up your advertising campaigns this year.


2023 Digital Marketing Trends & Predictions Podcast: Edited Transcript

Elise: Today we are talking about 2023 digital marketing trends and predictions. I’m joined by Sean Cotton, Coegi’s President, as well as Ryan Green, Vice President of Marketing and Innovation. 

I want to start by talking about if your viewpoints to marketing have seen a big change over the year. Ryan, do you wanna start us off?  

Ryan: The thing that I think has changed the most is how important content actually is to media. For several years, we’ve really talked about campaigns – campaign numbers, IOs, and target audiences. But, what’s important going into 2023 is the merging of media, audience, and automation with the content and the message. Those need to be thought of together now, and they have to be part of the media buy.

Leaning into publisher and influencer relationships – sometimes as the creative agency in some ways, right? I think this happened during the pandemic. it was hard to go to production to build an old school campaign. But, you were able to create content. You were able to write. You were able to leverage influencers. And the media agencies started to do a lot more of the work there. So that’s really changed my viewpoint this year.  

Elise: Sean, what about you? Any changes to your personal viewpoints over the last year for marketing?  

Sean: My thoughts are closely related to Ryan’s. At the beginning of last year, there were still a lot of effective things that could be done around audience. And there still is, but that signal is becoming weaker with privacy laws and regulations. 

In 2022, we saw the impact of our audience targeting capabilities lessen – which we expected. So in 2023, we need to continue to lean into research and content as Ryan was discussing. By using tactics such as influencer marketing, we can make sure we’re really engaging our best customers throughout their journey and not relying on the easy button.  

Elise: Right, the audience signal is weaker, so the content has to work even harder to stop the scroll. Plus, personalization is going to change quite a bit.  

Ryan: And I think what content is has changed too. We’ve seen success with shorter content. We’ve also seen success with long-form content. It’s not just the trope that the modern consumer has a three-second attention span. That may be their attention span on TikTok. But, that’s not true when people are watching 30 minute videos on YouTube or reading 10,000 word articles. 

The modern marketing campaign needs to take a broader lens on what content is and where it plays in the consumer journey. And then, we need to amplify it to the right audience using automated tools to make the perfect mix and ultimately achieve business goals.  

2022 Year in Review

Elise: I think that’s a good segue to talk about some of the predictions you had at the start of this year. Sean, you predicted there would be more emphasis on social short-form video across multiple different platforms. So how did that play out in 2022?  

Sean: Well, we certainly saw the growth in short-form video production and distribution with the growth of TikTok, YouTube Shorts and so forth. But, I don’t think brands are capitalizing on short-form video and telling their story. Content needs to be tailored for each platform differently. The social media environment with short-form video requires us to be much more agile. 

Sometimes, it’s better to focus less on quality and more on authenticity in terms of content production. So I think part of that prediction came true.  As users, we are engaging more with short-form content. But, brands and agencies are still trying to catch up as to how to capitalize on that to it’s full potential.

Elise: And then, Ryan, you made a prediction that the metaverse and augmented reality and virtual reality were going to be driving factors in brands’ marketing plans. How did that play out throughout 2022?  

Ryan: It hasn’t, at least not for most marketers. It has for gaming. It has in fashion. But I don’t think anybody could have predicted some of the struggles Meta had. There are some Web3.0 things I’m still bullish on long-term. So, if I could revise my  2022 prediction, I would lean in more to retail media. It certainly has come on as a driving force. There’s been a strengthening of signal from retailer point of sale and media networks that advertisers can really lean into. Retail media needs to be a major part of lower funnel plans for CPG brands and a variety of industries.  

Elise: And then you both predicted that the availability of consumer data was going to be more of a force in terms of ad quality and how we measure marketing. I’d like to hear where you think that is heading as we enter 2023.  

Sean: We spoke a lot about incrementality over attribution last year. I was really surprised at how quickly that approach gained popularity over the course of the year. A lot of other marketers were thinking the same way. The beauty of digital has always been that we could tie together touchpoints and show attribution or ROI. I expected it would take a while longer for people to shift. Even going back to the way we used to measure with advanced forms of media mixed modeling and incrementality

So, I think that prediction really came to fruition right before our eyes in 2022. And I think moving forward we’ll see savvy marketers become even more skilled. There’s not a lot of doubt about whether it’s the right approach now. At this point, it’s about perfecting that approach and making it more meaningful when we deliver campaign analysis.  

Ryan: I’ve been pleasantly surprised that, even with cookie deprecation delays, brands and advertisers didn’t fall back on click-based attribution. They did still continue to lean into incrementality, even when they had an excuse not to. I think that goes into reliance on audience targeting as well. It’s not just browsers and cookie deprecation, it’s also legal and regulation that’s coming. Sean mentioned news that came out from the EU on Meta today that potentially is going to nullify personal ad targeting – period . If that does become law there, that’s going to have a trickle down effect across the globe. So, it’s good that brands are moving forward with what modern marketing is going to look like.  

Privacy and Regulation Trends for Digital Marketing in 2023

Elise: So, would you say that regulation is a top challenge brands should be looking to tackle in 2023? How should they be looking at the changes in the privacy landscape?  

Ryan: It depends where they’re transacting. They definitely need to be on more alert if they’re operating in the European Union. The United States is still to be determined, but we have stronger regulation coming out of California. So there’s several different angles, but we have an idea of what’s going to shape out. 

It’s actually an opportunity for brands to put a stake in the ground about their values as it pertains to data collection and regulation. They don’t have to wait to be told what to do. They can decide themselves to continue to have great campaign performance while still clearly defining brand safe data collection.  

Sean: And at this point, we should be implementing best practices around data collection, storage, and security on top of our marketing campaigns. If an advertiser was to find themself with first-party data without a strategy for how to use it, I would suggest they reach out to a professional  as soon as possible.  

Retire These Digital Marketing Trends

Elise: I’d like to hear each of your hard-hitting takes on trends that marketers should retire in 2022?

Ryan: This probably should have been done a couple of years ago. The reliance on Facebook as an easy button and as your primary social platform. That needs to go. Not only has the world diversified in where our consumer’s eyeballs are, but there’s well-noted privacy regulations that Meta is the center of. Their stock went down 80% over the past 10 months for a reason – that’s unprecedented. If that’s not a signal to advertisers that maybe that’s not the one place you want to bet on, it definitely should be.  

Advertisers should have been diversifying their social and digital media spend for a long time.  iOS 14.5 was a wake-up call to brands looking at last click attribution. There was so much shift between what the platform reported versus what their backend sales were showing.

There’s not going to be an easy button. It’s challenging to create content that plays well on a half a dozen different social platforms and screens. This is the time when advertisers that do the hard work are going to be rewarded. The ones that want to make it easy are going to be downstream.   

Sean: If I had to pick one trend to retire, I’d point to viewing CTV/OTT video as simply an incremental video strategy. Historically, brands would view linear as the majority of the big screen budget and carve off maybe 5% for CTV/OTT. There’s still a lot of marketers that approach it that way. Whereas if we analyze a CTV/OTT buy versus a linear buy, we can attain greater reach and a more manageable frequency.   

With linear, we often get high frequency to a very small pool of linear TV watchers. And, all the data shows people are cutting the cord. So CTV/OTT should be a central part of advertising on the big screen. It’s measurable and targetable to attain the appropriate reach and frequency goals. Now, linear TV still has its place without a doubt, but they need to be looked at in tandem  

Ryan: And now you’re seeing the Nielsens of the world coming together and measuring CTV and linear TV in the same language. We’re going to transact on CPMs – not on GRPs. That’s a big step towards a more apples to apples comparison. When there’s two different measurements, they end up naturally going to different places. There’s less excuse now, with measurement partners that are able to translate both. You need to lean into that to be effective in 2023.  

2023 Programmatic Marketing Trend Predictions

Elise: What are some other big digital marketing trends for 2023?  

Ryan: One of the big things we’re going to look at in 2023 is the emergence of retail media as a primary vehicle for digital marketing campaigns. Retail media only emerged in the past two or three years with any real emphasis. It was something experimental. But now it could be the backbone of a CPG marketing campaign. Social may become secondary or tertiary to retail media, and that really flips things on its head. 

Sean: One trend would be redefining what performance marketing and media is, especially as we go into a recession. Every dollar matters, so all media needs to deliver some type of performance. Now typically, when you say performance marketing, people think of lower funnel tactics where you can see a direct conversion. But the fact is – every marketing dollar needs to perform. 

There’s pressure on CMOs and CEOs to show return on all of their marketing investment. So, marketers are challenged for all media to perform. Now, you’re going to measure awareness differently than consideration or intent, but there needs to be some sort of accountability. So a trend we’ll continue to see as marketers embrace incrementality, is looking at performance marketing with a wider lens.  

Ryan: I agree with that. One other thing that’s come up this year is sustainability and the effect of digital marketing on our carbon footprint. We are really starting to dive into supply path optimization – having fewer touchpoints from the ad server to the consumer. I think we’re going to see a lot of brands start to demand this across every third-party partner.  

2023 Social Media Marketing Trend Predictions

Elise: To wrap us up, I want to talk about the future of paid social media and influencer marketing. Are there other 2023 social media trend predictions marketers should be looking out for?  

Ryan: There’s never been so much headwind with social. Social media has always been a growth channel, in every aspect. But, you have headline after headline coming in – from Meta’s demise to Twitter now having 70% less staff. And TikTok is not going to run the way that it is forever, with government regulation coming against China there. Even in the influencer space, we’re starting to see Gen-Z and Gen Alpha rebelling against the perfect influencer lifestyle. We’re seeing less time being given to those platforms.  

A lot of those platforms make it very easy to have great reach. In some ways, this actually may be an opportunity to do more on social media. The billions of logins Facebook has are not suddenly going away. And there’s plenty of people that still use these platforms. But there needs to be balance in your social strategy next to other media.

Balance is going to be a calling card for 2023. The brands that go heavy into search and social are going to be at a disadvantage if they don’t think about all the places it takes to garner attention. Attention is still the number one commodity we’re looking to harness as marketers. And we’re going to have to be more creative in how we message audiences and place ads to be competitive.  

Elise: Well, thank you both for being here today and I’m excited to see how these digital marketing trends play out in 2023. 


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2023 Social Media Advertising Trends Marketers Need to Know

Social platforms are no longer one dimensional. Instead, channels are blending shopping, entertainment, online gaming, and content sharing to better keep up with shifting consumer needs. There are more opportunities than ever for you to not only show up on social media, but do so in a way that drives meaningful business results and long-term customer loyalty. 

So, what strategies should you be focusing on for your brand’s social media presence in 2023? Here are our top social media advertising trends for 2023 to level up your strategy: 

#1: Social Platforms Becoming the Preferred Search Engine

Both Meta and TikTok made major strides with improving search functionality in 2022. These advances and shifting consumer behavior laid the groundwork for more product discovery via social media search in 2023. 

What You Need to Know:

Social Search Tips:

  • Review your social media presence from an SEO lens. Explore ways to optimize your content including your profile preview, captions, alt text, hashtags, location, and more.
  • Conduct research on sites like SemRush, Google Trends, or AnswerThePublic to find trending search terms.
  • Use a blend of branded and unbranded keywords to show up for key queries as well as trending hashtags. 

Social Media Trend #2: Growth of Social Commerce

The growth of social commerce will continue in 2023. However, trends like live shopping and social commerce experiences in the metaverse are falling out of style. Instead, expect a greater focus on more practical, in-feed shopping ads that lean into consumer preferences for convenience and speed. 

What You Need To Know:

Social Commerce Tips:

  • Stay on top of platform updates and new e-commerce features, especially on Instagram, TikTok, YouTube and Pinterest. Allot a portion of your social media marketing budget to test and see which tactics drive the most social commerce sales for your brand.
  • Focus on creating engaging content first, that is then supported by shoppable posts and e-commerce integrations. 

Social Media Trend #3: The Rise of Micro and Nano Influencers

Brands are dedicating more resources to the multi-billion dollar influencer marketing industry. Why? Because it is an increasingly effective and, in the case of micro and nano influencers, cost-efficient way to build trust, awareness, and authenticity for your brand. 

What You Need To Know:

Influencer Marketing Tips:

  • Concentrate on micro and nano influencers whose profile content aligns with the interests of your target audience and whose followers look and behave most like consumers you want to reach. 
  • Incorporate influencer marketing into your overall digital media plan for omni-channel consistency and efficiency – don’t isolate it from the broader strategy. 

Social Media Trend #4: Short-Form Video Rules

Short-form video will continue to dominate the creative space – whether on TikTok, Instagram Reels, YouTube Shorts, or Snapchat Spotlight. With shortening attention spans, people expect quick-hitting content on social media. This is especially true for paid advertising. 

What You Need To Know:

Short-Form Video Tips

  • Prioritize video content – it’s what people want to see and the social platforms are placing it higher in the hierarchy of feeds. 
  • Adapt your video style to fit the expected user experience and technical dimensions of each platform. Follow these video creative best practices to create an engaging experience without the need for expensive production.

Social Media Trend #5: Demand for Authenticity

The BeReal boom is a clear indication that today’s social media users are looking for authenticity. And, they are hypercritical towards brands that fail to match the organic user experience or live out their core values, especially on social media. Paid ads should match the trends and style of the user-generated content (UGC) on the app. Ads that obviously look out of place in social feeds are seen as disruptive and can negatively impact brand image.

What You Need to Know:

Social Media Brand Authenticity Tips:

  • Get familiar with each media channel or platform and understand how to create native-feeling ads. 
  • Experiment with using popular sounds or trends that are native to platforms.
  • Show representation and diversity in your ad creative and ensure your content aligns with your brand values and your audiences’ values. 

For help implementing these 2023 social media trends into your marketing strategy, contact Coegi today for a discovery call.

Top Consumer Trends for 2023: What They Mean For Digital Marketing

Consumer behavior trends are constantly evolving. This is especially true for shopping preferences in 2023 as 90% of consumers are noticing price increases. Consumers are switching brands more than ever before. Brands must be highly adaptive to consumer trends to keep up with these changes and fend off the competition. 

So, brands, it’s time to meet (and reintroduce yourselves to) your consumers. 

Here are our top six key consumer trends for 2023, and the insights you need to capitalize on these trends for your brand: 

  1. Customer-first approach
  2. Brand loyalty risk
  3. Omni-channel shopping
  4. Social commerce proliferation
  5. Connected device adoption
  6. Influencer growth

Apply these 2023 consumer trends to your brand’s marketing

#1 – Taking a Customer-First Approach

Putting customers first is no longer an added value proposition – it’s an expectation. 19% of marketing executives report ‘fostering relationships with customers and increasing brand loyalty’ is their top priority for 2023. To do so, brands need to find unique ways to engage consumers and authentically insert themselves into their story. As a Netscribes article quotes, brands must, “go beyond the commodity to fuel engagement and advocacy by delivering context-specific interactions at the right junctures of the consumer journey.” 

Key takeaway: Brands must build a relationship with consumers in order to break through the clutter. Prioritize first-party data collection to understand your customers and provide a more personalized experience based on their interests and needs.

#2 – Preventing Brand Loyalty Risk

In the face of an economic downturn, consumers display less brand loyalty. Surveys found nearly 60% of US consumers are less brand loyal due to increasing costs of goods. Household names are losing their power as curious and price-conscious consumers shift towards value, price, and convenience. However, loyalty programs can help. 78% of consumers report that strong loyalty programs make them more likely to purchase from a brand or retailer. 

Key takeaway: Create ways to incentivize customer loyalty, either financially or with exclusivity. Remember – it’s more expensive to win over new customers than invest in your existing ones!

#3 – Optimizing Omni-Channel Shopping

Consumers are split between online and brick-and-mortar shopping. 75% of consumers report purchasing and researching products on both in-store and online channels, per McKinsey’s 2022 Consumer Pulse Survey. So, brands must give both channels attention to ensure they work together seamlessly and enhance the consumer experience. Integrations such as click-and-collect shopping help bridge this gap. 

Key takeaway: Blend traditional and digital channels to be present at every key customer touchpoint. Then, ensure the shopping process is seamless from exposure to check out to shorten the path to conversion.

#4 – Taking Advantage of Social Commerce’s Proliferation

Social commerce is on the rise with platforms such as Instagram, TikTok, and Pinterest adding new in-app shopping features and shoppable ad formats. Through these integrations, brands can engage customers in the moment without disrupting their social experience. E-Marketer forecasts over 50% of US users will make a social commerce purchase in 2023. When done well, social commerce promotes quick product discovery, a simplified shopping experience, and less friction in driving purchase.  

For more on social commerce, view our full 2023 Social Media Advertising Trends article here.

Key takeaway: Explore different tools to utilize social commerce, making it as easy as possible for a customer to add your product to their cart. Consider retargeting audiences from paid social media or influencer campaigns with shoppable ads to build trust and drive ROI.

#5 – Understanding Connected Device Adoption

Expect greater adoption of smart technologies in 2023, including connected cars, connected TVs, and smart speakers. More responsive technology advances, such as click-to-buy CTV ads or seamless re-purchasing through smart home devices, will pave the way for IoT-driven commerce. As these technologies continue to develop, test ways to use these devices to enhance your customer experience and drive e-commerce.

Key takeaway: Do the research to understand if your consumers are taking advantage of these advanced technologies. If they are, test interactive ad formats on connected devices and explore other IoT integrations such as voice shopping applications with smart speakers. 

#6 – Lean Into the Growth of Influencer

Influencer is the new word-of-mouth marketing. Authentic and relatable content from social creators drives full-funnel results for brands who do it well. Social media platforms are making it easier for influencers to monetize content and collaborate with brands, further paving the way for the social commerce boom. In 2023, the influencer market is projected to reach $6.16B, with TikTok on pace to gain the largest share of influencer ad spend by 2024. 

Key takeaway: Blend influencer marketing into your paid social media strategy to build authenticity, grow trust, and boost e-commerce. Adopt an omnichannel influencer strategy across multiple platforms and lean into useful, entertaining short-form video content to maximize exposure and engagement

Use these 2023 consumer trends to analyze your current CPG marketing strategy. Take your advertising to the next level by leaning into high growth areas and being the first to adapt to changing consumer preferences in 2023. 

For more marketing trends, view our 2023 Digital Marketing Trends and Predictions podcast episode.

Marketing in the Metaverse: Three Things to Know

If you’re reading recent marketing articles, or even watching the Super Bowl, then you are certainly familiar with the “metaverse.” But, do you understand what it means?

If the answer is no, don’t worry – you aren’t alone. The metaverse can be confusing. It isn’t tangible and it isn’t just one thing. It’s a collection of technologies, identities, philosophies, and experiences that all level up into a digital sphere, which in some way imitates real life. And consumers, especially digital natives, are quick to adopt AR/VR, social communities, and more. 

What Should Brands Do To Market To Their Target Audiences In The Metaverse?

  • Make digital experiences accessible and seamless
  • Select metaverse-related trends that are best suited for your customers and your brand
  • Drive innovation that’s focused on business outcomes

Making Digital Experiences Accessible And Seamless

There’s a reason why metaversal experiences are catching on: consumers are attracted to immersive environments. This is especially true when it comes to testing products, planning trips, and getting to know brands. Brands need to consider this as they explore their roadmap of digital development. Invest in ways to make your websites, social instances, and overall digital presence attractive for customers and drive affinity through positive virtual interactions. 

Selecting Metaverse Trends That Are Best Suited For Marketing To Your Customers

Brands are chasing after an impossible dream if they try to dive all at once into every new trend within the digital universe. Throwing everything at the wall just to see what sticks is expensive, time consuming, and likely to confuse the consumer rather than drive them to your brand. Instead, it’s important to have a deeper understanding of your customer and identify what will actually increase brand value and improve customer loyalty. Maybe you don’t need a purchasable NFT or gamified shopping experience. It’s important to not be distracted by the novelty and instead focus on creating the best solutions for your brand and its customers. 

Driving Innovation That’s Focused On Business Outcomes

Many brands are knee jerk reacting to what’s capturing headlines and straying away from an overarching media strategy. But, testing innovative ideas without the end business goal in mind, or simply out of fear of missing out, does not result in greater brand affinity or revenue. Innovation must be grounded in doing something new that will fulfill a need of the consumer in a way that either excites or delights them. That’s what builds word of mouth and keeps them coming back for more.

The metaverse is going to grow and evolve as emerging digital technologies gain traction and improve through AI. Marketers need to stay up to date with these changes, while not losing sight of their business goals. Before diving head first into the latest metaverse marketing tactic, evaluate:

  • Are your current metaversal experiences optimized? 
  • Will adopting this tactic benefit your customer?
  • Will these time and monetary investments improve your business’s bottom line?

For more insights, view our webinar on-demand: The Metaverse, Crypto, & NFTs: What Marketers Need to Know.

The Metaverse, Crypto and NFTs: How Marketers Can Prepare

Confused as to why The Metaverse, Crypto, and NFTs are dominating the marketing conversation? You are not alone – many marketers are struggling to define these topics and understand their impact on their brands and overarching marketing strategy.

While the future implications are uncertain, all brands should start paying attention now. These trends are no longer reserved for only high tech brands as the metaverse is entering the day-to-day consumer experience. Like early investors in crypto who are seeing massive payouts today, first-adopters of these new technologies into their advertising strategies are likely to have a major advantage over brands that do not.

View The Metaverse, Crypto and NFTs: Webinar on-Demand:

Coegi and our guests from Wachsman and Pop Marketer explore the impact of these changes and ways your brand can be on the forefront of these emerging trends.

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