What’s making ripples in 2023?

5 marketing trends not to ignore...

Marketing trends in 2023

It’s always interesting to look back on a year and review the pivotal happenings. We all know that 2022 was eventful but it’s time to turn our attention to what we think 2023 has in store.


Don’t worry, we aren’t going to try to predict world events – we’re just considering what we anticipate to be the big changes from a marketing point of view.



#1. Embracing the bots – AI and ML tech


The bots

With the incredible realism of Avatars from meta, the growth of deep fakery, voices that can be changed to imitate others, the emergence of AI solutions and bot-written content like ChatGPT, it’s all happening. AI and ML tech is getting better and better and we’re sure we’ll continue to see this trend grow as tech improves and imitates reality.


Take Moveable Ink’s product Da Vinci, for example. They don’t just offer product recommendations, instead, the algorithm focuses on predicting what categories a customer might engage with in the future. “As the model learns more about the customer… it maps customer behaviour, product catalogue, and content performance in a three-dimensional geometry to guide customers along their journey.” (Ref: econsultancy.com/personalisation-2023-trends)


What does this mean for us?


The biggest advantage for the use of AI and ML solutions is the time and money it could save! For example, deep fake technology aids low-cost video creation which can be highly personalised and chatbots that create content will help our daily marketing lives by giving us more ideas for blogs, posts and copy. And with AI becoming more accessible, marketers can free up more time for creative campaigns and strategic initiatives.



#2. The trust barrier


TrustThe events of recent years have impacted consumer priorities and behaviour. And with the transparency of social marketing there isn’t anywhere to hide when it comes to being disingenuous. In times of uncertainty, we tend to turn to brands that are trusted and recognised to give us the authenticity and comfort we need.


Likewise, in 2023 more companies must accept that ‘privacy’ is no longer a ‘nice to have’. It is a fundamental element of running a customer-focussed business. Those businesses that embrace this, and actively offer their customers privacy options, are likely to be considered much more positively.


What does this mean for us?


We need to focus on building brands, products and services that are reputable and genuine. The authentic brands that are upfront and honest are the ones that will thrive in 2023. It is now even more important to show meaningfulness and put words into action.



#3. Squeezed budgets and VFM


Value for moneyAmidst the current cost of living crisis and its anticipated effect on businesses, it’s safe to foresee that budgets in 2023 will be tighter. In fact, 40% of consumers say they are buying fewer things and consuming less (Ref. techround.co.uk). This will mean people expect the absolute maximum value for money; seeing investments deliver returns that are worthy of the spend made. 


But it’s not just about finding the cheapest price. In 2023, we’ll see consumers taking more consideration of factors such as flexibility, durability and sustainability when assessing the value of products and services. (Ref: mintel.com/global-consumer-trends)


We’ll also see businesses considering outsourcing more of their functions and processes, as they turn to experts to help them remain competitive, flexible and cost-efficient. But in 2023, organisations will be looking for fewer, stronger strategic outsourced partnerships to ensure quality of service, business continuity and cost saving.


What does this mean for us?


Value can mean different things to different people so it’s important to clearly articulate this in our services and products and this may adapt according to the problem you’re solving. Price is just one aspect of value, it’s vital to communicate other elements like service, knowledge, experience, credibility, adaptability or quality.



#4. Lights! Camera! Action!


Lights Camera ActionThere’s been an explosion of short-form video across social channels and we only need to look at the growth of TikTok to see how successful this has been. In fact, the number of consumers who engage with brands on TikTok has increased by 7.4 points since last year to 27% (Ref: techround.co.uk).


This video trend will continue and businesses should consider how to integrate video into their marketing communications. But videos don’t all have to be perfect and polished – we will continue to see growth in B reel videos which are quicker to produce and cost less. We’ll also see more people within video, as these are the ones that frequently drive higher engagement and interaction.


What does this mean for us? 


Consider first which channels your audiences are using and for what. From that, you can determine which channels it makes most sense to create the short-form content for. But we should also be considering how we can demonstrate that our brand / products / services are authentic – show behind-the-scenes action to engage on a more personal level and build connection with your audience. Or simple explainer videos to offer solutions to problems.


So go on, get your phone out and shoot some video! But don’t forget, keep it short and snappy. 6 seconds to 60 seconds.



#5. Face to face back with a bang!


Face to faceWhilst we’ve seen a rise in virtual events and networking over the past 2 years, this year in-person events will see growth again. According to Forrester research, 74% of marketers cite events as the most important channel for demand generation.


But the event landscape is changing.


Increasingly, audiences are looking for engaging, memorable experiences to justify the time spent attending. There’s an increased expectation for great quality content from attendees, with an enhanced slick, digital experience. Sustainability will also become a greater concern for audiences and should be part of the strategy for anyone involved in planning an event.


What does this mean for us?


Event planners in 2023 will need to focus on designing experiential events that “wow” the attendee and secure ongoing post-event engagement. Which in turn will offer exhibitors tangible ROI and lead generation opportunities. Win-Win.



In summary…


The marketing trends we’ve outlined all show an increased need for business to focus on customer-centricity….knowing your audience inside out, understanding their challenges, creating communications that help solve them and delivering memorable customer experiences that engage.


An omnichannel strategy which focuses on your customer will allow you to meet your target market where they are and will not only give you a breadth of insight but will also build trust and drive growth.


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