It’s that time of the year again when we speculate on what 2023 will bring… Nobody can say with 100% certainty what the future of marketing will look like, but let’s explore some predictions and possibilities.
Customer experience (CX)
Every year is the year of the customers. From the initial spark of interest, to the post-sale customer service, customers want a smooth experience.
An experience that delivers quality across all channels, whether it be through personalised messaging, assistance in problem-solving so they can make a purchasing decision or a customer-focused culture throughout their customer journey.
73% of people say that customer experience is an important factor in their buying decisions. (Source – PWC)
What makes a great CX? Efficiency, knowledgeable and friendly service, simple payment methods, modern technology, personalisation, a simple mobile experience, brand image, and design… Each of these contributes to the overall consumer experience.
CX should be considered in every aspect of your marketing strategy so that you can provide your consumers with a pleasant user journey. This will allow you to retain them and draw in new ones.
Personalised marketing
With the rise of new technologies, businesses will have more access to customer data than ever before. This data can then be used to create highly personalised marketing campaigns tailored to each customer’s unique needs and interests – from content to design to product recommendations and everything in-between.
80% of consumers said that they’d be more likely to do business with a brand that provides a personalized experience. (Source – Epsilon)
By having more of a personalised approach and marketing targeted towards a specific audience, you are more likely to attract their attention and business.
AI and Machine Learning
As technology becomes more and more popular and useful within the marketing industry, we can use things like artificial intelligence and machine learning to help with our digital marketing tactics and trends.
Thanks to these technologies, businesses will be able to automate consumer segmentation, campaign management, etc. AI and machine learning can also be used to increase the overall performance of digital marketing efforts and produce more personalised marketing messages.
There is so much that a business can gain from using AI and machine learning, and it is considered one of the most important features of future marketing.
Visual content
- 65% of us are visual learners
- Coloured visuals increase people’s desire to read content by 80%
- Content with images increases a view rate by 94%
- Posts with images produce 180% more engagement
- People are 85% more likely to buy your product after watching a video about it.
Visuals are easier to remember than written content. Adding data visualisation, infographics, images, and videos in your text helps improve message retention as well making it more interesting and attractive.
People are consuming more visual content than ever due to the rising popularity of platforms like Instagram and Snapchat. As a result, companies will need to provide a variety of captivating and eye-catching content to draw in their target consumers.
Short videos
TikTok and Instagram Reels are dominating social media feeds, capturing users’ attention. There is no doubt that the popularity of this format will increase. Businesses must be present in the channels and formats where their customers are if they want to remain relevant. The good news is that social media management software and schedulers are starting to include short video formats, making it simpler for businesses to plan and upload content in the upcoming year.
Remember that businesses face a greater challenge as short-form video takes hold and attention spans continue to decline. To attract attention, especially on mobile devices, you must be able to communicate in short, quick soundbites.
Influencer Marketing
Influencer marketing has been on the rise for years, and this trend will only continue. We anticipate that more companies will invest in influencer marketing in 2023 as it can be an extremely effective way to connect with a large number of potential clients. Influencer marketing has undeniably grown to be one of the most widely used digital marketing strategies on social media today. Due to its success, this is only expected to increase over time.
User Generated Content
In today’s digital environment, user-generated content (UGC) is one of the most important tactics. Unlike traditional ads or branded content that marketers create and distribute, UGC is created by consumers rather than brands/companies.
Additionally, user-generated content allows your brand to be seen by new audiences and creates a more personal connection with current customers. This tactic can take authenticity to the next level. Consumers are actually more likely to trust content published by other people than by brands. demonstrating that now is the ideal time to give authenticity top priority in your marketing plan.
Foundations
While it is easy to get distracted by all the new technologies, AI, etc., the reality of digital marketing is that the foundations need to be there first. Foundations such as your website, SEO, email, social media, digital ads, community management and reputation management will disproportionately contribute to your results.
Did you start to plan your 2023 marketing strategy? Did you take the above trends into account?
