Sergey Karshkov is the co-founder of 9 Pandas, an advertising agency that consistently outperforms competitors by keeping up to date with the latest marketing trends and leveraging cutting-edge technological advancements. 9 Pandas creates impactful and engaging advertising campaigns that really convert, developing comprehensive and dynamic marketing strategies for its clients.

From TikTok to automation, this article will explore a selection of marketing trends that are predicted to feature prominently throughout 2023.


The TikTok platform has grown to become a major player in social media marketing, a trend that is not predicted to abate anytime soon. In 2021, TikTok generated $4.6 billion, representing a 142% year-on-year increase, with a predicted 1.8 billion active users by the end of 2022 according to a report published by The Business of Apps.

TikTok is making inroads not only for consumers and creators but also for a new breed of social-media-savvy marketers. Offering enhanced usability for businesses, TikTok has improved its targeting options for advertisers, culminating in a bigger and better advertising platform in 2023.


Video marketing is rapidly becoming the go-to channel for brands to inform and connect with consumers. In an increasingly digitised age, video enables brands to widen their reach via channels like YouTube, Instagram and LinkedIn. Today’s businesses are increasingly embracing the easily digestible, more palatable format of video content marketing.

Video is an excellent format when it comes to showcasing new products to potential buyers, with 94% of marketers agreeing that video marketing has helped them to increase user understanding of products or services offered by their business.

In addition to content published on YouTube or social networks, video marketing also comes in the form of webinars, courses and self-hosted videos. When done well, video marketing is a powerful way to spread a brand’s message in a format that is easily accessible to a wide audience, making video a great addition to both B2C and B2B content marketing strategies.


26% of content creators use podcasts to reach their audiences. In addition, 26% of organisations use podcasts as a means of distributing content. Creating original and engaging content for listeners to download or stream helps businesses to reach highly engaged listeners. In addition, many companies partner with influencers operating in their industry to build brand awareness.

With continued growth predicted for podcasting throughout 2023, advertising industry experts predict that more and more brands will harness this powerful marketing channel, developing niche expertise, building thought leadership and creating more intimate customer connections.

The Metaverse

One of the most talked about trends in digital marketing today, the ‘metaverse’ is a term that describes a variety of immersive virtual experiences. While some brands have invested in building their own metaverses, that is not necessary for metaverse marketing to be effective. Virtual billboards, branded installations and native advertising in popular written material, films or games are all effective ways for brands to raise their profile and get their products seen across the metaverse.


According to Gartner, by 2024, organisations with IT teams that understand customer needs will outperform their competitors by 20% in terms of customer experience metrics. This understanding relies on automation tools for internal processes that enhance the customer experience. Examples include marketing tools for advertising, CRM, lead management, email and social media.

One trend predicted for 2023 is increased implementation of tools to facilitate automation and personalisation at scale, enabling brands to automate communications with consumers – for example, by providing ‘next best action’ suggestions based on customer preferences and behaviour.

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