The world of marketing moves fast, and the trends within it, even faster. Luckily, we’ve gathered the top trends and predictions for marketing in 2023, so your business doesn’t have to worry about falling behind this year. Let’s get right into it!
1. Managing the digital customer experience
Managing the customer experience, such as response time to customers’ digital inquiries, will be vital for companies in 2023. Through the pandemic, companies have had lots of time to practice and perfect their digital presence. This means customers have high expectations about the quality of their digital experience, anticipating that it will align with the experience they would receive in person. Companies should continue to prioritize mobile optimization, including the integration of social media as a customer service tool, to adequately manage the digital customer experience.
2. Working on authority and authenticity in your field
Authority in your company’s area of expertise is a great way to establish credibility and trust in your brand. As well, customers are increasingly adamant about the authenticity of a brand, prioritizing quality and transparency. However, this reputation does not get built overnight. In 2023, companies will need to focus on the long journey of reliability and loyalty rather than the temptation of making a quick buck here and there. However, once a company lands itself in this position, this trust will last a long time.
3. Managing customers’ fears about AI
AI is becoming increasingly accurate and, therefore, more trustworthy and useful for companies’ applications. However, it is important to first make it less taboo and scary. Customers don’t understand AI and are often wary regarding the collection and privacy of their data. Alleviating these fears will be a critical step in order to make the adoption of AI among businesses effective.
4. Customers will practice smarter purchase choices
As we mentioned earlier, customers in 2023 are focused on quality and trust, and this will create a shift in their spending habits. According to Josh Campo, CEO of Razorfish and a global leader in marketing transformation, customers will make “choices that maximize impact, utility, and convenience,” forcing companies to adjust to meet these more selective consumers. Social responsibility and intuitive designs will be necessary for marketers to prove they have what it takes to be customers’ reliable choice.
5. Balancing physical and digital connections
Through the pandemic, we saw a rapid switch to digital experiences out of necessity. On the tail-end, however, we see an anxious but enthusiastic return to many missed physical experiences. In 2023, it will be important for companies to keep up their digital presence and the convenience it supplies, while balancing it with the benefit of providing customers with those intentional and cherished in-person opportunities. Swinging too far either way negates the value of what each type of connection brings to the table.
6. Integrated video and written content
In the age of social media, quick glances, and visuals, video content is increasingly vital for companies to showcase their products, but not to the point of eliminating text. Video content to catch people’s eye and grab their attention and text information for further explanation will be an essential combination in 2023 marketing. However, keeping these videos short is an important component of this content. Fast-paced attention spans make this factor critical for success, not to mention that it takes less of your company’s capacity to create than long-form content. The text element can add any depth and expansion that the video lacks. Additionally, the transferability of this integration between a company’s website and its various social media platforms will provide a consistent, uniform digital presence.
7. Prioritizing retention of customers
Due to customers’ focus on quality and authenticity, companies will also have to shift their focus. In 2023, successful marketers will prioritize the retention of customers rather than new leads. Putting emphasis on attaining a loyal and consistent customer base will gain consumers’ trust, boost credibility, and give your company more stability. Gone are the days of running after one-time customers; long-term relationships are in.
8. Influencer marketing and social commerce will become common practice
As a more authentic and smooth purchase experience for consumers, companies will continue to implement influencer marketing and social commerce strategies in 2023. According to HubSpot's statistics, “89% of marketers who currently engage with influencer marketing will increase or maintain their investment next year.” Further, “more than 56% of marketers who invest in influencer marketing work with micro-influencers.” As they are “still considered ‘everyday’ people, their audiences are actually more likely to trust their opinions and recommendations.” In 2023, Josh Campo predicts that “influencers and creative social content will be the name of the game.”
9. SEO will continue to be increasingly important
With the evolution of Google algorithms and the importance of discoverable content, SEO isn’t going anywhere in 2023. While this trend is not new, strategies for SEO are becoming increasingly integrated into marketing practices. The content companies are posting directly impacts their success on the Google results page. As the influencing components become increasingly complex, many brands find it is important to invest in SEO experts, “who can help them with everything from search insights reports, to multimedia optimization.”
10. Leveraging of social media platforms and their audiences
Finally, in 2023 it will be important to understand the use of each social media platform and choose which ones to focus on based on the type and variety of audience. For example, marketers have been expanding into TikTok due to its sheer number of users, its breadth of demographics, and the effects of the app’s infamous virality. However, not every company will do well on a platform such as TikTok. The most important thing is understanding what platforms work best for your company’s marketing strategy and how many platforms your company can invest time and energy into.
It's not easy to stay on top of all these marketing trends, especially when you’re also focusing on running your business. That’s why unLOCKEd is here to help. While you concentrate on running your business, unLOCKEd’s experts can ensure your marketing doesn’t fall behind. We provide a single contact for all of your marketing and branding needs so you can spend your time on your already full schedule.
Author: Sarah Murphy