Changing consumer behaviour and new technology are going to make 2023 an interesting year for marketing.
Customers are getting more picky about what they buy, but there's also a global cost of living crisis that brands need to prepare for. That means brands need to be transparent and rethink their strategy and messaging in the coming year. As a result, marketers need to stay on top of trends, so they can plan and take advantage of them.
It is said that the world of marketing moves at the speed of light. It's hard to stay ahead of these changes as a marketer, regardless of experience level, but to succeed in the fast-paced marketing world - and maintain relevance with your audience - it's crucial.
Top 3 Trends that will grow in 2023:
1. The continued rise in influencer marketing and content creators
Content creation is rapidly becoming more agile and niche. In this regard video marketing is still very much on the rise and still number 1 in terms of how consumers like to receive their information. The difference now? Videos have become much shorter (due to the rise of platforms such as TikTok and YouTube's 5 second ads) and will most likely continue to do so. This demand for ultra quick and super engaging content is going to draw on every possible creative juice that a marketer or business owner has in their marketing arsenal.
Influencers will not only continue to play a massive role in being brand ambassadors for large and small businesses alike, but will be - along with content creators - consulted on and even requested to create ultra short content that they know will resonate with a businesses' potential customers. More and more businesses will turn to influencers and content creators in the coming year to help reach their business and marketing goals.
2. New technologies to enhance marketing and metaverse experiences In 2022, we saw a rise in virtual reality (VR) and augmented reality (AR) usage as many businesses really started to adopt these technologies from architects sharing concepts in VR to fashion brands utilising AR to what clothes would look like on you without actually trying them on.
The metaverse continues to develop in the background, but already has investments (time and money) from major brands around the world, including gaming companies like Epic Games. In fact, one could argue that it is because of the gaming industry and games like Roblox, Minecraft, Fortnite, Animal Crossing, Legend of Zelda (Breath of the Wild), Assassin's Creed Valhalla, etc... that we now have not only the talent, but also the technologies to make the metaverse and how we interact with the internet (in gamification and immersive experiences) a possibility. Companies will utilise these technologies with gaming companies and marketers will now need to start thinking about immersive/meta marketing.
3. Multisearch and voice search to continue to evolve
The way we search is becoming more conversational and quicker. In 2022, Google released Multisearch, which allows people to search with both images and text at the same time. With multisearch, you can ask a question about an object in front of you or refine your search by colour, brand or a visual attribute.
With this and along with voice search already in rapid growth, companies will need to adapt their websites and PPC advertisements to be more conversational in language to heighten their SEO. FAQs pages will become necessity to support this, as well as websites having the ability to talk back to you or your AI (Google, Alexa).
Of course there are plenty more trends that will change how companies interact with consumers and customers, so why not read what the following suggest as future trends for 2023: Digital Marketing Institute | HubSpot | Hootsuite | Think with Google
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