What are the Top Marketing Trends for 2023? – Gartner

Gartner predicts that by 2024, 70% of brands will redeploy at least 10% of their media budget to product placement in entertainment content. The reality is, consumers have advertisement fatigue and those with means that can afford to opt out of ads, do so. High-income consumers are more likely to say they “deliberately don’t pay attention” to ads and “try to multitask” if they’re stuck in front of one.

This game of cat-and-mouse has become very expensive, and brands pay top dollar to reach high-income consumers via digital advertising. But such impressions become less meaningful as this audience figures out new ways to tune them out. Marketers who cling to traditional digital ad formats will increasingly reach an audience composed largely of digital have-nots.

Instead, brands that shift toward product placement (such as streaming TV) and sponsored content (such as posts from brands, influencers and other people) will persevere. This is a form of marketing that consumers say they see everywhere, and largely approve of.

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