Marketing in 2023: The Latest Trends and Tactics for Startups

Eduard Lazari - Author for Tekpon

Marketing in 2023 covers all company activities of identifying and satisfying customer needs in their purchasing journey. Companies concentrate on building solid relationships with consumers throughout the whole customer journey, from initial perception to the post-purchase stage.

Our world continuously develops, and customer expectations may change over time, so keeping up-to-date is necessary for a business. MarTech plays a significant role in digitalization or automatization tasks from the marketing field—the increased Internet use presents a lot of potential for all business evolvement. This article will teach you the latest marketing trends and tactics to help your startup thrive.

What is MarTech?

MarTech is made by a wide range of products and services that assist businesses in improving their marketing strategy measures through technology. Marketing Technologies include data analytics tools, artificial intelligence (AI) and machine learning (ML) platforms, digital advertising platforms, and many SaaS products.

Artificial Intelligence

Artificial intelligence is a field of science involved with creating computers and machines that can understand and operate with human intelligence and work with data whose hierarchy surpasses human intelligence, like Optimus Prime. AI revolutionized marketing by providing intelligent machines that can perform customer segmentation, targeting, Chatbots, customer service, predictive analytics, image and speech recognition, and many others.

Machine Learning

ML is an artificial intelligence (AI) that allows computer systems to learn from and make forecasts or decisions based on input data without being precisely programmed. Marketers use Machine Learning to watch customer behavior and activity on a site; this data leads to optimizing publicity suggestions based on customers’ actions.

Digital advertising platform

These are every online platform that includes the feature of creating and publishing digital ads for a targeted audience to improve the number of leads. Some examples of digital advertising platforms are Google Ads, Facebook Ads, YouTube Ads, LinkedIn Ads, Amazon Advertising, and more.

The Marketing Landscape in 2023

Marketing landscapes refer to the existing circumstances of the marketing industry, including all the aspects that impact it, such as trends, technologies, channels, consumer behavior, and competition. The economic world is constantly changing, and the same way goes marketing landscapes; the advancement of technologies plays an important role, and an excellent example in marketing is the rise of social media.

With social media, marketers can quickly reach their targeted customers; understanding the marketing landscape and staying up-to-date is essential for creating effective marketing strategies that may lead to achieving business goals.

The pandemic has considerably impacted the marketing industry, especially digital marketing because that was the only way to reach your target audience. All-size businesses were forced to adapt and focus more on their digital marketing, using digital channels to reach their targeted audience. A tremendous amount of money was invested in social media, email marketing, and e-commerce.

The challenges that startups face in marketing are the advancement of technologies, brand recognition, and finding the right target audience. One of the most popular technologies that not only marketers started to use is AI. Using Artificial Intelligence for analytics can lead your startup to anticipate customer behavior and preferences. Also, it can be used to segment your customers based on their published data by demographics and preferences.

AI has become a vital tool for startups; optimized marketing campaigns by understanding the customer’s needs will lead your startup to success and brand recognition.

Latest Marketing Trends for Growth-Minded Startups

The primary purpose of marketing is to satisfy customer needs; their preferences change based on trends that appear. Growth-minded startups should cover the latest trends to be on the same step as their customers. Here is the list of the latest trends in marketing that will boost your startup in 2023:

Mobile Optimization

Mobile usage is increasing among users to get easy access to the internet, so mobile optimization is an excellent point to take care of. According to Statista, over 92 percent of global users accessed the internet via mobile phones in the 3Q of 2022, so be sure your startup covers mobile optimization. This optimization will also increase your ranking in search engines, providing more visibility and traffic to the site.

Mastering SEO

SEO means Search Engine Optimization; it responds to optimizing your website structure using relevant keywords, creating high-quality backlinks from other websites, and improving the user experience on the site. Search Engine Optimization constantly evolves and changes its operational structure, updating its algorithms and ranking factors. Following SEO rules will lead to a good ranking place and increase your visibility and traffic, so ensure your startup team has an SEO specialist following search engine updates.

Master your SEO strategy

Video Marketing

Following Wyzowl’s research, 91% of businesses will use video as a marketing tool in 2023; this digital marketing trend allows startups to explain complicated concepts and ideas in a simple and convenient format. To save time and budget, your startup can use AI Video Creation, which provides tools for creating videos from words in minutes. Some examples of this software are Pictory, Synthesia,, and many others. This type of content will increase engagement and social shares on the platforms you post.

Influencer Marketing

Influencers are individuals who are followed on social media platforms like Instagram, Facebook, LinkedIn, and others by fans. In marketing, appealing to an influencer to promote your product can increase the number of potential clients based on his follower list. This digital marketing strategy represents a cheap way to contact a large audience compared to promotion channels like TV or print ads.

Benefits of using influencer marketing for your business

Interactive Content

Any content marketing which requires interaction with your targeted audience is called Interactive content. An excellent example of this format represents VR games and simulations. Using personalized virtual reality to find out about a product is a memorable way for a customer and can help improve brand awareness and drive engagement. Although even the other traditional types of interactive content are still a modern way of delivering the message to your customers, I’m talking about quizzes, calculators, games, and surveys. Any content to which your audience can be engaged.

Interactive quiz from Airbnb

Tactics for Growth-Minded Startups

Sun Tzu, the ancient Chinese military strategist, believed that careful strategic planning was the key to success. As a result, strategically planning tactics for your startup may contribute to stunning achievements. These are the tactics your growth-minded startups can listen to :

Developing a growth mindset

If team members run at different paces, the entrepreneur should focus on the team’s mindset, reminding them why they work together and their idealized scope. “Give before you get” is a philosophy of helping others without expecting you will get back something; it can lead to a good relationship between entrepreneurs and employees. Being helpful to your worker’s needs can increase the efficiency of the work, and extreme results are also expected.

Building a Strong Brand Identity

Tesla has a strong brand identity known for innovative vehicles with electric fuel and elegant design. Its brand image is built around the idea of disrupting the automotive industry and creating a cleaner and futuristic future. Building a strong identity for your brand is compulsory if you want to be the next Elon Musk. Therefore, a strong brand identity can help your team to highlight a unique product in a crowded market. By creating a different brand image and personalized solutions, startups generate trust and credibility by presenting a professional appearance.

Content Marketing Strategy

This plan includes creating and distributing content to attract the targeted audience. The main objective of this strategy is to receive more traffic and leads, build brand awareness, or drive sales. Some examples of distributed content are social media posts, blogs, videos, newsletters, and others. Besides, to have beautiful results, remember that everything is for your customer’s needs, so try to satisfy them.

How to build a good content marketing strategy

Optimize your Website

Search Engine Optimization can have a significant impact on the growth and success of a startup. Optimizing your website utilizing backlinks and keywords for search engines can enhance your website’s visibility in search results and bait more organic traffic. Other SEO tools allow checking any website and how users find or access it. Studying your competitors can lead to their secret key of placement in front.

Newest technologies

The newest technologies can keep your team in shape to compete with rivals and save your market placement. Don’t fear the change, even if your startup works based on a plan created before some efficient technology appeared. Adaptability may take some time, but using the newest technologies will keep your team a step ahead, even if it causes downtime through practical training and the reorganization of workflows.


Marketing in 2023 is evolved to express the process of identifying and satisfying customer needs in their purchasing journey. This process could be automatized by using the latest generation of MarTech. Customer expectation is an unstable catalyst of business growth and brand reputation. Also, during the pandemic, customer behavior changed; in the same way, it changed the marketing landscape with different client approaches. Therefore, keeping up-to-date is necessary for a business to create effective marketing strategies that may lead to achieving business goals.

Startups face challenges such as brand recognition, finding the right target audience, and keeping up with technology advancements. To keep these actions under control, startups should cover the latest trends to be on the same step as their competitors.