There was a time, two years back, when the retail business was confronted with the problems posed by the life-changing Covid epidemic, which swept the globe and had devastating economic consequences. By 2023, the options for retail and ecommerce have expanded dramatically as the world has shifted nearly entirely to digital, and the shopper’s experience has evolved appropriately.

To remain competitive, merchants must keep on top of technological developments as they change and improve. In 2023, merchants must direct their marketing budgets on tactics that optimize their return on investment.

Here are some predictions about how retailers will spend their marketing money in 2023.


70% of organizations polled stated they are raising their SEO expenditure. The number one reason they are making this change is that it gives a greater ROI than sponsored advertising. That is correct… it simply takes longer to see benefits.

On the other hand, 11% stated they will keep their SEO spending in place until 2023. The most common explanation given is that there was little flexibility in their entire marketing budget owing to fiscal constraints.

AI Tools:

Speaking about AI technologies, they are all the latest craze. From GTP-3 to Dall-E to ChatGPT, many organizations are exploiting these APIs to build their solutions or make their marketing more efficient. Especially in the case of earned media.

In 2023, 98% of respondents stated they will invest in AI tools. There are three main reasons of this:

  • By automating content development, you can save money.
  • Cut the amount of time spent on content creation.
  • Capability to reduce content department headcount.

Email Marketing:

50 to 60% of businesses stated they planned to raise their email marketing expenditure. It was unclear why marketers indicated they would boost their budget…

  • Their prices for hosting email addresses are increasing as their list size grows.
  • Companies are spending extra to ensure compliance with personal data due to privacy rules.
  • Companies are increasing their investments in marketing automation.

Apart from this, 38% of businesses want to continue their email marketing activities. The major reason given was that they considered email to be a crucial avenue for communicating with current and new clients.

6% want to reduce their email marketing expenditure. There were two key reasons why marketers indicated they would cut their spending.

  • Companies can save money by reducing their email list of inactive users.
  • To save money, businesses are switching email marketing software suppliers.


Podcasting is one of those underutilized marketing mediums. And the poll findings reveal that marketers see it as a potential future channel.

In 2023, 92% of businesses want to raise their podcasting expenditure. The major response was that they do not currently have a podcast and intend to start one.

5% of businesses want to keep their current podcasting spend. The major reason is that they haven’t found out how to generate significant cash from their podcast yet, so they don’t want to spend too much money.

And the rest 3% intend to reduce their podcasting spending. The primary reason is that economic constraints forced marketing to make cuts.

Paid Ads:

There are several paid ad channels; for this category, we examined the market leaders. So, let’s begin with search advertisements.

59% and 47% of businesses want to boost their spending for Google and Bing advertisements. Almost every reason given was that it gave a demonstrable ROI when compared to other marketing mediums.

Both channels had nearly the same amount of budget maintenance (18% for Google and 19% for Bing). The key reason for sticking to the budget was that they hadn’t found out how to scale while still keeping profit margins.

In terms of declines (23% for Google and 34% for Bing), the key reasons are:

  • Their industry’s average cost per click is decreasing.
  • Because fewer individuals were looking for the terms on which they were bidding, their overall expenditure was reduced.

Content Creation Is Booming:

83% of businesses are boosting their content production spending. The primary reason? The ever-increasing number of forms in which material is required. The 8% who keep their budgets do so because they are constrained by cash rather than desire, and the 9% who decrease their budgets do so because they are investing in AI solutions to assist reduce costs.

Focus on User Experience:

Almost one-third (62%) of businesses want to boost their UX/CRO expenses. What are the reasons? CRO contributes to increased ROI, and UX is crucial to the whole marketing experience.

Social Advertisements Are On The Decline.

With all of these gains, it stands to reason that something must be dropping, and paid social advertisements appear to be taking a blow. Marketers are decreasing their use of Facebook (-57%), Instagram (56%), YouTube (39%), Twitter (34%), and Pinterest (36%). Snapchat is down 32% as well. The primary reason? Apple IOS privacy settings have changed. Marketers are no longer able to produce the same ROI from these channels as they formerly did.


Even though most marketers are concerned about the economy and are making adjustments to their marketing, the majority of them are growing or maintaining their spending rather than reducing it.

Marketers do not prefer one platform over another. Based on ROI, they have equal potential favorers and detractors. If they can demonstrate it, they will invest in it. They won’t if they can’t. It’s a straightforward formula.

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