Even if marketers thought they’d found the perfect formula in the technology and strategies they used in 2022, they still have to switch it up in the new year, for one major reason. That’s because the customer will change. New tech platforms, devices and trends will generate new behaviors by consumers, and marketers will have to keep up.

Below are some of the top ways that experiences and behaviors will change for consumers in 2023, and what marketers will do to adjust and maintain a competitive edge.

Updating and implementing new technology is a bigger ask for enterprises because of all the people and systems involved in organizations of their size. Look for more enterprises to adopt composable architectures in 2023 to mitigate the costs of digital transformation.

“Enterprises that don’t keep up with the quick changes coming will fall behind,” said Tam Ayers, field CTO, North America for enterprise integration platform as-a-service company Digibee. 

Consumers are back out in droves looking to shop in-person but to look things up on their phones while doing it. Digital touchpoints were the only connection that retailers had with their customers during pandemic lockdowns. Now, consumers take those connections around with them wherever they go.

This makes mobile experiences more important than ever for retailers, even if their in-store foot traffic has rebounded. One of the most important tasks mobile touchpoints have is to recommend products and next best actions. They help consumers discover things.

“A looming economic [downturn] has made consumers price-conscious, leading to frugal behavior and secondhand shopping — tripling the resale market since 2020,” said Jones. “This will create new opportunities for up-and-coming resale apps catering to the younger generation.”

Not only will new opportunities open up catering to frugal shoppers, but many brands will pivot their message and focus on price.

“We expect retailers to increasingly prioritize live shopping in the year ahead as it has the potential to be a major source of revenue,” said Alexander Frolov, cofounder and CEO of paid campaign tracking company HypeAuditor. 

A buy button or shopping bag icon, when placed near a creator’s video, can make any social platform a social commerce play for retailers. These partnerships have built up in recent months and they will come to a head in the new year.

We’ve already seen above how enterprises will be using composable infrastructures to transform. This need to adapt quickly will also lead to adopting low-code customer experience (CX) processes.

“Next year, we’ll see an increase in user-friendly, low-code processes and systems to create a seamless customer experience across a myriad of touchpoints and systems. Vendors will embrace industry-standard APIs to allow enterprises to integrate their CX ecosystem connecting internal and external systems painlessly.”

“The new year brings an opportunity for email marketers to lean into tech that can increase the chances of their emails being received and read by their target audiences — such as email verification tools,” said Kate Nowrouzi, VP of deliverability for Email by Sinch. “These solutions validate whether the email addresses on your lists are real, and determine the likelihood that the recipient will open marketing emails, based on prior behavior. These tools ensure high deliverability, and save their sender’s reputation by making email lists more strategic.”