2023 is underway and things are changing so quickly that it is hard to keep up. From bitcoins and the Metaverse to Artificial Intelligence showcasing its increasing usefulness, as a society we have been developing for the better.
Working in a digital industry that is constantly changing has helped us adapt to the changes, and that’s why we are following current trends to maximise the benefits for our customers.
This is also what helps us stay on track and attract customers.
With that said, we have compiled a list of the 10 most important emerging trends that are sure to kick into force this year.
1 Story-driven content visualisation
Based on research about the best marketing activities, each year we see an increase in the appeal of visual content. This is increasing every year, and many companies have already adopted video creation in their marketing campaigns. To be precise, according to the latest studies, 64% of respondents said that original visuals and video content had the best performance.
This trend is also set to continue in the future, and businesses are responding. Google, Pinterest, and other businesses are investing in visual search technology. Images already represent 19% of Google searches, and 62% of Millennials say they are more interested in visual search than any other new technology.
All of this leads us to think that we will be switching to various types of media content. With images and videos growing in popularity, who knows what kind of visual content we will encounter in a few years? Will we see videos in 3D, like in the movies, or will we be able to advertise in the Metaverse? We shall see what the future holds for us…
2 Personalisation: Your key to engagement
One of the ways to engage your audience is by personalising your marketing strategies to meet their needs. Today’s technology allows digital marketing teams to dig deep into the data to identify the things that keep customers up at night and identify what messages will solve those problems and give them a good night’s sleep. This means that we have developed tools that help us get closer to our target audience.
Today’s consumers are flooded with marketing messages in multiple channels created by people and businesses. Traditional marketing is slowly losing its effectiveness, which is why personalised marketing is the solution. It can help you connect with your customer and understand how to engage with them on a personal level. Since 80% of consumers are more likely to do business with brands that have personalised experiences, this is the new way to prove your value to the customer.
3 AI-based automation
Since e-commerce has benefitted from the COVID-19 pandemic, most purchases are still made online – the figure stood at 58.4% in 2021 and will only grow in future. Hence, digital marketing is essential for drawing consumers within a competitive market.
So how can digital marketing benefit from this? Marketers can develop customer profiles and forecast demand for products using AI, and improve the customer experience, thereby strengthening the brand and making more sales.
Machine learning can also become a beneficial tool for this. With it, marketers can identify social media trends and offers predictive marketing guidelines to reach platform users. However, it is important to remember that the human aspect of marketing is crucial. That’s why the idea is to use this technology to enhance your marketing efforts, not replace the real people behind them.
4 Live video
Video is an effective medium that you can apply to every possible solution. Live videos, in particular, are currently in the spotlight. The live video industry was estimated to be worth over 70 billion dollars in 2022. It is incredibly popular with consumers, and people spend 3 times longer watching live videos than pre-recorded content.
According to HubSpot, short videos are how 68% of people find out about a new product or service. When a live element is added, it makes the video more engaging, giving the audience the feeling that they are a part of it and can influence the content, rather than being passive viewers.
With live video, you can grab the attention of your social media audience on Facebook and Instagram. These types of videos are the best because, otherwise, users will experience FOMO – the Fear Of Missing Out – when they know that there is no other way to access information than to watch the live video.
Video remains the best content to engage and attract new audiences. This medium is set to become a critical part of connecting brands with consumers, specifically AR and VR content.
This kind of content has been around for a while and brands need to be ready to incorporate it into their video marketing strategies. During the pandemic, brands used VR and AR to create virtual experiences that kept people engaged. Even though there is a possibility that VR and AR will never totally replace the in-person experience, they are here to stay as a key tactic for video marketers.
5 User-generated content
Also known as UGC, this is any piece of content created by a customer and shared on a digital platform. Examples include images, blogs, videos, social media posts, reviews, and many more. All types of UGC are proven to be highly influential in the purchasing decisions of potential customers. These are now viewed as being more effective in driving sales than professional marketers – and this is just the beginning.
User-generated content is so appealing because customers want to see authentic content. Consumers crave authenticity and will roll their eyes when they see retouched images and clickbait titles.
There are a lot of benefits to using UGC, too many to count. Customers who have positive experiences with brands are motivated to share those experiences via UGC. Customers now influence their family and peers more than ever, and those referrals are one of the least expensive and most effective ways of quickly expanding a customer base.
6 Agile marketing
Agile marketing focuses on collaboration, flexibility, and changing the landscape. The goal of agile marketing is to quickly adapt to changes in the market, customer needs, and a competitive market.
Usually, agile marketing means that teams work in short iterative cycles such as sprints, and test and implement marketing strategies and tactics quickly. Agile allows marketers to gather feedback data, and use that information to make ongoing improvements and adjustments to campaigns and strategies.
Why will agile marketing bloom in 2023? Since the marketing industry is always evolving and moving rapidly, a strategy of big releases will most likely take months. All of that makes quick planning obsolete. What was popular at the beginning of the year will not be relevant or useful in April. Agile allows marketers to adapt quickly while staying on message and strategy.
7 Excellent customer service
If you are loyal to a brand that sells more expensive products than its competitors, you have probably stayed with the brand because they provide excellent customer service. Rather than switching to a competitor, you know that this company’s products and services are perfect for your needs.
Research shows that 1 in 4 customers are willing to pay up to 10% more in almost every industry if they know they will receive excellent customer service. Once you build rapport and earn their trust, it becomes difficult for a competitor to win them over.
Customers are also more likely to do business with your company again after a mistake if you provide excellent customer service. Therefore, having that as an end goal is always important, even if there are roadblocks along the way.
8 Influencers diving into specialisations
This says it all. Influencers will continue to develop expertise in their niche or industry, making them even more sought after by brands in specific business verticals. As this happens, we will likely see a shift in the language used. Many influencers are now calling themselves creators or content creators and have started to view themselves as professionals.
In addition, we will see the rise of micro- and nano-influencers. As consumers seek more relevant and authentic content from other people, marketers may focus on nano- and micro-collaborations. Smaller influencers typically have a substantial ability to connect with their community, which can give them significant influencing power.
Since 76% of businesses have already been working with nano-influencers over the past 12 months, consumers are more likely to trust them for their expertise, product reviews and service recommendations. When brands activate them at scale, nano- and micro-influencers can be a great way to target niche audiences, drive awareness and boost sales.
9 AI helping to expand the audience
Artificial Intelligence is slowly becoming a catalyst for change in various industries. Businesses have increasingly turned to AI and analytics to thrive, survive, or soften the blow on their revenues. In marketing, AI can help you with audience creation, segmentation and targeting.
Once you have segmented your audience, AI-led machines target segmented groups of customers in order to reach out to them separately. Using AI helps marketers understand their audience better and target them accordingly. This helps marketers use the correct marketing channel, target specific users with customised ads, and also make use of appropriate content for different users.
For e-commerce companies, AI can help identify potential buyers and navigate the best approach to sell the product or service based on the customer’s background and behavioural pattern.
According to a Blueshift report, 28% of marketers use AI for product recommendations, while 26% use it to optimise their campaigns. AI can also help with your marketing management and strategic marketing planning, and automate digital marketing processes for you. Since this is still developing rapidly, we suggest hopping onto the bandwagon now and testing it out.
10 Emphasis on social responsibility
According to the latest research, 64% of Generation Z will pay more for environmentally-friendly products. While these are still youngsters and not yet the main consumer group, they are shifting the way businesses think.
How can we see the changes now? Consumers are demanding accountability from the organisations they interact with. More than 80% of Millennials and Generation Z adults believe companies should take action to resolve social issues, such as gender inequality and climate change. Companies have adopted socially responsible policies for marketing strategies to help communities with their products.
This is why marketers are shifting focus towards showcasing their company’s social responsibility initiatives and credentials. Nowadays, it’s about building trust with your audience and consumers so that they feel comfortable supporting your business. Since 89% of marketers plan on investing in social responsibility content, we will see a drastic change in this industry.
A lot of trends are set to take off this year. Whether live videos or content created by customers, marketers will have to adapt to agile changes. 2023 is going to change the way many industries work and we should continue to keep pace with these trends for a better future.
If you need help marketing your products using any of these new trends, contact us!