After a couple of years of tumult and chaos in the business world and the world at large, wouldn’t it be nice to be able to settle in and rely on some predictable outcomes in 2023?
For instance, knowing that a targeted digital ad campaign is going to draw the right prospects to you? That a PR story will give prospects a better sense of your organization’s values and goals? That a motion-graphics video will inspire confidence in your products?
Tried-and-true marketing tools like these examples will continue to be an important piece of the marketing pie in 2023. Phew.
But what are some of the bigger picture trends that we can expect to see?
We certainly hope this year is going to be a bit more stable, offering a calmer environment in which to conduct business and grow your organization. While we don’t have a crystal ball, we do see that organizations have become more nimble as a result of navigating the pandemic, supply chain issues, worker shortages and inflation. People are using creativity and hard work to make things happen for their stakeholders, whether they’re customers, students, donors, government or the public. Bottom line: the resiliency many organizations have built over the past several years will serve them well no matter what comes their way.
But challenges still dominate because people are still unsettled. We’re all still figuring out if the world is in a “new normal” or back to “the way things used to be.” Or someplace in between.
What does this have to do with marketing? Well, successful brands have evolved with the times, and are tweaking or reimagining their messaging, tone, and visuals in order to meet customers where they are, letting them know, “We hear you and understand you.”
These marketers are keeping their brands relevant by refreshing their messaging, look and feel. They’re aware that we’re operating in a very different marketplace than the one from a few years ago.
This focus on rebranding and refreshing to stay relevant is our top pick for trends to expect in 2023.
What else is new for 2023 in marketing? Here are our predictions, based on our experiences with clients and watching major brands evolve in a post-pandemic world.
More Brand Building
Along with the need to rebrand, many organizations are pivoting to marketing tactics that focus on the overall brand rather than a specific product or offering. This strategy helps communicate values like trust, reliability and customer focus, all of which are important in retaining clients during times of upheaval.
Brand-focused messaging also helps lure new prospects who want to know what you stand for and what they can expect if they buy from you or hire you.
Not surprisingly, using high-performing videos as conversion ads will continue to trend in 2023. Short-form videos, particularly when they have an authentic rather than a produced vibe, will engage social media followers at a much higher level than other content.
TikTok, as well as Reel ads on Facebook or Instagram, are the place to be, allowing marketers to demonstrate how their products meet customer needs – whether it’s about making life easier, providing better results, or delivering great value.
Social media algorithms love video content, so keep it going!
If you’ve ever been to a comedy club or had the good fortune of sitting in the audience for a late-night show, you’ll know that someone comes out first to “warm up” the audience with jokes and questions. Producers know that it’s better to send out the headliner when the audience is already receptive to having a good time.
We also know that good salespeople always establish rapport before launching into a pitch.
In a similar way, conversational marketing softens “the sell” by engaging with people on a personal level. In a live chat or phone call, for example, reps are trained to be personable and warm. Even chatbots have good manners.
Conversational marketing also includes live events on social media. Responding to queries and comments in real time allows you to deepen relationships with people interested in your brand. Direct messaging in response to complaints offers a chance to mend and strengthen ties with customers.
Be sure to review transcripts of two-way conversations with customers, including conversations via your chatbots. You’ll get great insights to help you understand your audience better and can even use their phrasing in your marketing outreach.
Competition for Google Search
Google should be worried as we launch into 2023. TikTok, Amazon, SnapChat and other platforms are becoming increasingly popular search tools, particularly among young people. Gen Z is now using TikTok more than Google as a search engine, not only to look for restaurants, stores and products, but also to figure out how to fix things and research the meanings of words and phrases.
Snap Maps on SnapChat direct people to find local businesses, and Instagram keeps followers up-to-date on trends. Both are increasingly being used as a search tool.
For marketers, this means more opportunities to provide content. It’s important to keep the focus on creating engaging content that is helpful and educational for consumers, without overselling.
Now that you’ve made it through our list, what’s your priority for 2023?
If you’re curious about a brand refresh, how to leverage video in your social presence, or anything else in the marketing toolbox, then give us a call or shoot us an email. Or message us on our social media channels. We’re listening!