2022 was the year of nostalgia, trust, humanization and participation! As 2023 is fast approaching, let’s take the time to consult marketing forecasters to make predictions 11 trends to incorporate into your marketing strategy,
1. Inclusive Marketing
Younger generations of consumers expect brands to support diversity and inclusion, both in front of and behind the camera. That’s what the Deloitte report that inspired this article reveals!
Your target audience is changing. This now includes consumers of various origins, genders or sexual orientations. To establish an effective and lasting relationship with customers, brands must reflect these elements in their marketing messages. It goes through two important stages.
Alignment of your teams and suppliers with your target market
Your internal and external teams can help bridge the cultural, demographic and social gap between your brand and its customers. On your social networks or through your newsletter, highlight the diversity of your team, your commitments to minorities, but also the inclusiveness commitments of your suppliers.
For example, you might highlight a partnership with an ESAT (Establishment or Services to Support Through Work) as the Mamie & Co. brand does:
restructuring your campaigns
Your campaigns should be the tone and face of your audience’s commitments: eco, body-positive, equity, etc.
Dove illustrates this point perfectly. Over the years, the brand has featured women of various sizes and ethnicities in their advertisements to be inclusive of their entire audience. Most recently, Dove also launched the “Beauty Without Retouching” campaign to promote self-esteem and take action against beauty dictates that are often non-inclusive.
2. Employees as brand ambassadors
According to a PwC study, 46% of consumers leave a brand if its employees are not well informed. Needless to mention that the poor attitude of the staff deters visitors from converting.
Never forget that your teams are the human face of your company. To make him an ambassador in 2023:
- Provide them training for better knowledge of your products.
- Allow them to post content about your company culture, products and services: Help them by providing guides and ready-to-share posts on social media.
- Highlight their expertise by inviting them to write articles for the blog: interview them on video, present their profiles on social networks, etc.
3. Adopting a World Without Cookies
Google has announced the end of cookies for 2023, while Apple has restricted the use of personal data of its users. This hinders the tracking of your marketing campaigns. Brands must find other ways to surf personalized marketing to improve their conversion rates.
Beyond first-party data, you need to leverage second-party data. These are collected through partnerships with other website publishers or retailers.
You can also adopt some tools, such as the following.
clustering algorithms
They automatically segment your audience according to their needs, wants, buying habits and psychographic profiles. The goal is to improve the delivery of your content.
trend modeling
This tool gives you the possibility for the visitor to take action. Analyzes your behavior to determine whether visitors are likely to buy, abandon or unsubscribe. This allows you to identify people most likely to respond to an offer or focus your retention activities on buyers close to disengagement.
Google Ads Data Hub
Most advertising tools tell you how many of those who viewed your ad placed an order. But they don’t show all the user steps from viewing an ad to making a purchase. They also don’t take into account abandoned and relaunched orders due to your retargeting or relaunch strategy.
To better track conversions and user behavior, the Google Ads Data Hub becomes essential. More about this service in the video below:
4. Hybrid Marketing
digital or physical? Which channel to choose? Both !
While more and more consumers are ordering products or services online, they still yearn for physical stores. So the next challenge for companies is to deliver hybrid experiences. According to a Deloitte report, 75% of companies are already preparing to invest in this experience.
To be successful with your hybrid marketing strategy:
- Use consistent branding across all mediums and channels.
- Create a consistent experience across every touchpoint: If a customer sees a product in your store or at a trade show, they should be able to find it across your digital channels.
- Customize content for each platform.
- Collect data at every point of contact: Collect information from prospects you meet in person and add them to your CRM to later re-contact them via digital means (email, SMS, LinkedIn, etc.).
Also Read: Top 15 Best Marketing Blogs To Follow In 2022
5. Experiential Marketing
Experiential marketing focuses on creating a user experience based on the brand, not just the product. Experience varies by company and industry. Corporate events, webinars and contests are some of the most common examples of experiential marketing.
Take tech giant Apple. It recently held “Photo Walks,” where an employee guides consumers through a location and teaches them how to take great photos with their iPhone.
Experiential marketing allows customers to engage with a brand and connect with its values and personality. In 2023, we will see more and more local and genuine events organized by companies.
6. Programmatic Marketing
Programmatic marketing is the automation of the purchase of advertising space. A strategy that allows the algorithm to delegate the bidding process to allow more time to optimize campaigns.
Many brands now allocate up to 54% of their advertising budget to programmatic marketing. This technology facilitates real-time data analysis and audience targeting. Many more brands will definitely adopt it in 2023.
7. Customer Service Powered by Artificial Intelligence
AI makes it possible to integrate two marketing strategies:
The AI can read signals and detect in real time whether a visitor is looking to buy, upgrade, or cancel their subscription. By integrating this into your customer experience, you can automatically deliver unique and relevant offers.
However, robots are not enough. It is essential to have a human side to your customer service. For example, a chatbot that only offers automated interactions may lead the customer to believe that the company prioritizes savings over help.
Consumers should be able to alert a “human” at any point during the conversation.
8. Development of Location Criteria
With the pandemic, consumers have adopted a second place of residence.
For marketers, this means a change in their strategy. Target locations would need to be developed to include more small towns or even villages.
In 2023, it is advisable to update the demographic profile of your audience. Remember to check whether the place of life, as well as shopping habits, have changed through polls, surveys and tests. In fact, during the pandemic, 56% of consumers preferred to buy supplies from local businesses.
9. Augmented Reality and Virtual Reality More Accessible
Augmented reality and virtual reality offer the possibility of creating interactive and creative advertisements. With the launch of the Facebook Metaverse, these technologies have reached a whole new level.
In 2020, the size of the AR/VR market exceeded billions of euros. In 2024 this figure is expected to reach 63.5 billion Euros. Why ? Because these technologies are becoming more advanced, more accessible and less expensive. So 2023 will be the start of a big leap into the virtual world for many companies.
Among the recent marketing campaigns that integrate AR or VR, we can mention the clothing brand Balenciaga. The latter now allows Fortnite players to buy virtual outfits from the brand, directly in-game.
10. AI for Influencer Marketing
It was predicted that the influencer market would cross the 13 billion mark in 2022, but the figures turned out to be much higher: influencer marketing will weigh in at around $16.4 billion. Most marketers spend no more than 20% of their spending on influencer marketing.
In the next phase, artificial intelligence will be widely adopted to discover the most relevant influencers. Indeed, algorithms are capable of viewing and analyzing millions of content from influencers in a matter of seconds. They can therefore provide a precise selection of potential partners to meet your objectives.
Another effect of AI will be the growing popularity of virtual influencers. These fictional characters, created by algorithms, are gaining popularity with Generation Z. This trend has been fueled by the launch of virtual spaces such as Facebook’s Metaverse.
Samsung has also joined hands with Lil Mikaela, the most famous virtual influencer for its #TeamGalaxy campaign.
11. Marketing Goes Streaming
More and more brands are diversifying their content to offer customers more than just products and services.
The famous Salesforce CRM recently announced the launch of Salesforce+. A streaming service for companies, all levels of employees and all sectors.
Content ranges from podcasts and series to live experiences and expert interviews. A unique way to attract prospects and convince them of the company’s expertise. This high value-added content will inevitably make a positive impact on the audience and should drive sales for Salesforce.
Another concrete example: Mailchimp! The emailing tool offers several programs on its “Presents” platform. It offers podcasts, documentaries, series or short films produced by its internal studios, on demand. The aim is to showcase their creativity, while helping their audience solve their problems or find inspiration.
conclusion
You have all the information you need to integrate the marketing trends of 2023 into your strategy. And if you need help, don’t hesitate to call a freelancer by posting an ad on Codeur.com!