2023 is Going to be Bad for Marketing, But There’s Hope

If you just look at the data, it paints a very grim future for marketing… at least in the short run.

For example, we may go into a global recession as the Federal Reserve continually increases interest rates and it has caused businesses to cut back.

Especially on the advertising front.

Just look at the recent earnings calls from advertising giants. Alphabet only slightly increased advertising revenue in total, although YouTube decreased by roughly 2%.

They are also seeing massive pullbacks in some large industries. For example, there has been a pullback in crypto, mortgage, insurance, and even gaming ad spend.

And it’s even worse for Meta. Their average revenue per user has dropped to $9.41 versus $9.83.

They also stated that their Q4 revenue, which mainly comes from advertising, is lower than most predicted with a range of $30 to $32.5 billion.

Snap had a similar story to the other online ad platforms, while Pinterest grew 8% a year which was more than analysts expected.

Nonetheless, no matter what platform you look at, it’s safe to say that the advertising industry is seeing a slowdown.

Now let’s dive into the obvious bad news, and then we will get into the silver lining and how you should adapt. Because there is hope and you can still do well in this market.

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