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The Marketing Buzzwords of 2023

  • Publish Date: Posted 7 months ago
  • Author: Handle Recruitment
It feels like a new Marketing buzzword finds its way into our emails every week.

So which of these marketing buzzwords are you including in your 2024 list? And if you aren't 100% sure what any of these buzzwords mean we've added some descriptions below the quiz.

(The demise of) Astroturfing

Astroturfing is when brands use grassroots marketing techniques to boost themselves, or at times smear their competitor, through blogs and social media, as well as advertisements. The brand may appear as a different entity altogether, such as a user on a forum, to push their agenda. Luckily, astroturfing stories have decreased in the media, but we are talking about it a lot more, which seems like brands have decided to devote more effort to stamping it out.

Ephemeral Content

FOMO sucks, and marketers know it. Time-sensitive content is known as ephemeral content and allows brands to gather instant engagement if the user clicks on the content. We’ve seen this work in 2023, with WhatsApp, Snapchat, TikTok and Instagram having their version of ‘stories’, with 58% of people becoming more interested in a brand after seeing it posted.

Experiential Marketing

Experiential marketing takes traditional marketing and spins it on its head, allowing you to immerse yourself in the brand. We've seen many examples of experiential marketing this year, such as:

  • Barbie's already excellent marketing campaign lets users picture themselves as a real-life Barbie (Or Ken!) doll.

  • Canary Wharf transformed into a New York street to promote a new block of Manhattan-style apartments.

  • Samsung opening a skate park in East London, with their new Samsung flip phone at the heart of it.

Nano Influencers

It’s very common to think of influencers as high-flying celebrities with millions of followers working for the largest brands. However, further down the influencer ladder are nano-influencers, who host between 100 to 10,000 followers. In 2023, nano influencers have been utilised alongside macro-influencers and celebrities, due to their higher engagement rate of 4.84%, higher levels of consumer trust, and ability to cover a niche market.

  • Check out the Coca-Cola #cokeambassador programme

  • ASOS blend major and nano influencers on their Instagram page when promoting their #ASOSYourWay campaign.

  • Alex Teniola partners with Sports Direct to host regular talk shows on the brands and his social media, often with high-profile sports stars...


Ever heard the phrase, ‘All publicity is good publicity’? Well, newsjacking is when brands jump onto events happening across the world and work them in their favour. We've seen brands do this across various industries such as fashion and gambling this year:

  • Paddy Power poking fun at the sudden influx of football takeovers in the UK.

  • Burberry using London Fashion Week and renaming Bond Street Station


The world of social commerce is booming! The UK S-Comm industry is predicted to grow by 31% to reach US$25,237.3 million in 2023.

  • TikTok launched its first TikTok World event this year, giving marketers the insight and guides they need to grow their brands and advertising

  • Meta has begun to allow Amazon to sell within Instagram and Facebook

Wholesale Marketing

Promoting your products to retailers (Like Costco) to obtain wholesale orders is the main goal of wholesale marketing. B2B personalisation was predicted to be an upcoming trend in the wholesale marketing world, and the industry is understanding the importance ofomnichannel communication among B2B clients. Going into 2024, sustainability in wholesale distribution will be another issue worth challenging.

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About Handle Recruitment

Finding a new permanent or temporary opportunity at a great brand should be enjoyable & working with great people non-negotiable. We believe that everyone should be able to fulfil their potential and we have been helping great brands improve their talent processes and attract exceptional people since 1978.

We provide leading entertainment companies, social networks, global media brands, sports bodies, retailers, and tech platforms with talent solutions that make a difference. Our consultants focus on a unique specialism, from Finance, to Sales, Marketing, HR, Legal, Office Support, and Tech but are tied together by the industries we support.

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