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Just as you think that you’ve got into the groove for 2023, the marketing and advertising world continues to evolve at a rapid pace. As new technologies emerge and consumer behavior changes, it can be challenging to keep up with the latest trends and predictions — and that’s where MACLYN comes in.
From the disruption of AI technologies and the importance of native adverts to local SEO and creator marketing, we’ve got our finger on the pulse of marketing and advertising trends and predictions. So, let’s dive into the top marketing and advertising predictions for 2023.
Benefits of Staying on Top of Marketing Trends
If you’re on the fence and wondering whether it’s worth adjusting your marketing and advertising strategy, consider the following benefits of staying on top of trends:
- Gain a better understanding of consumer behavior and preferences
- Create more targeted marketing strategies
- Stay ahead of the competition
- Quickly adapt to changes and challenges
- Greater ROI on marketing efforts
- Enhance brand reputation and perception
- Embrace opportunities for innovation and growth
- Improve collaboration and communication within marketing teams
Top Marketing and Advertising Predictions
Keep up with the fast-paced environment of the marketing world and keep the following trends in mind.
Continuation of Influencer Marketing
Influencer marketing will transform from a rising trend to a standard marketing investment. In 2023, more marketers will invest in influencer marketing for the first time. Influencer marketing doesn’t only involve paying for an expensive celebrity to use your night cream, but also getting micro-influencers who have a highly engaged audience on board with your brand.
An effective influencer marketing strategy will also focus on creators aligned with your target market. Businesses should keep their eyes peeled on social media to notice which content creators have high engagement and valuable, relevant content. Hiring an influencer marketing firm will know how to enter negotiations and get the right creators and influencers on your side.
Local SEO Offers Value
Research efforts show that most Google searches happen on mobile, particularly in certain industries such as food and beverage and lifestyle. In addition, approximately 46% of all searches have to do with a location, and 97% of users search online to find a local business. Can you spot the trend?
Including local phrases and keywords is an effective strategy in SEM marketing (search engine marketing) and has the potential to capture the attention of an engaged audience. For example, if you run a deep-dish pizza joint in Naperville, IL, make sure to include and “Naperville” and “Illinois” in your SEO keyword strategy. Consult our SEO experts to learn more about how you can implement local SEO in your overall marketing strategy.
Disruption of AI Technologies
AI technology can save time, streamline workflow, and remove repetitive bottlenecks. Marketing agencies and teams can use AI technologies to their advantage, helping to produce content, find inspiration, and make processes more efficient.
Agencies that embrace AI technology will be able to identify these opportunities and offer optimized services to their clients, while those who reject the benefits may be left behind. Some tools worth noting include ChatGPT, Brand24, Crystalknows, and Fullstory.
Prioritizing Social Media Marketing (for Customer Service)
Social media marketing for businesses has been around for the past decade, but 2023 will see a shift in the focus of social media marketing toward customer service. Consider that more than a quarter of marketers use direct messages to offer customer support for their valued clients (or future customers). In particular, Millennial and Gen Z customers make use of this communication channel.
The development of eCommerce capabilities of social media platforms mirrors the expansion of social media used as a customer service tool.
Customer Retention vs. Customer Acquisition
Estimates predict that it costs five times more to acquire a new customer than to retain an existing customer. How does this work? Research has shown that existing customers are 50% more likely to try new products than new customers, trusting the brand’s quality and reputation. In addition, existing customers spend approximately 31% more than new customers.
With this behavior in mind, retaining existing customers should be a critical focus for marketers in 2023. Some ways to achieve this goal include implementing loyalty programs, personalizing marketing efforts, creating engaging experiences, and prioritizing the importance of community relations.
Video advertising continues to hold significant potential, and this potential is amplified when available in short form. Whether you’re sharing digital animation or interview-style content, a short-form video promises to maintain or increase the investment.
On one hand, it takes less time, energy, and money to create short-form video content. On the other, it aligns with the fast-paced nature of the online world. It’s a win-win!
The interest in native adverts is growing, with nearly a quarter of marketers expressing interest in leveraging native ads in 2023 — for the first time. Also known as sponsored advertising, native advertising blends organically with surrounding content, exposing the brand to a new, captive audience.
Hiring the help of a brand-outsourced marketing department will guide you on where to invest in native advertising through social media, google advertising, or brand influencer marketing.
Experiential Marketing with a Twist
Experiential marketing campaigns create a fun and unique experience for customers to fully immerse themselves in the brand (and its offerings and culture). These marketing efforts hit a speedbump during the pandemic when customers were spending their time at home and not in public spaces where brands could create hype with an Instagram-worthy display.
Now, it’s predicted that experiential marketing will make a comeback. Some brands may execute the traditional form of experiential marketing, while others may explore a digitally immersive experiential marketing strategy by leveraging AR/VR technology.
A Full-Service Marketing Agency with Their Finger on the Pulse
Now that you know the trends for 2023, it’s time to incorporate them into your marketing strategy. If you’re running out of time (or energy) or simply lack the know-how, then an outsourced marketing/advertising agency is your solution!
As a local marketing agency in Chicago and Des Moines, we seamlessly integrate with your larger business plan, helping you find revolutionary success. Find out more about our experienced and dynamic team, or contact us to get started!