From metaverse and streaming, to talent considerations and cookies, what's ahead for marketing in 2023? GartnerMKTG analysts Matt Moorut, Ewan McIntyre & Eric Schmitt weigh in on marketingdive's analysis here: CMO MarketingTips Advertising
Meanwhile, big companies might get even bigger, with the Microsoft-Activision and Kroger-Albertsons deals in the regulatory hot seat. Apple’s reach will advance, weighing on embattled platforms like Meta, and retailers will expand their media networks to capitalize on the migration of dollars toward performance.
“When we [got] into December, what we saw is that consumers are more concerned about where the year is going to take them,” said Smith. “And there's still a lot of uncertainty.” . Emergent channels that are difficult to monitor or “dark,” like Discord, will be more important for understanding groups like Gen Z.
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