This is the message from Richard Beedall who identifies the marketing trends taking the business world by storm in 2023.
Marketing is an ever-evolving field, with new trends emerging every year. As we move through 2023, many entrepreneurs and small business owners are starting to plan for the year ahead, with regards to budgets and how to spend them.
There are several marketing trends that should be looked at. These trends are driven by advances in technology, as well as changes in consumer behaviour, plus a desire for brands to stay relevant and remain ahead of the competition.
How about these for starters:
Artificial Intelligence (AI) and Machine Learning (ML)
AI and ML are rapidly changing the way businesses approach marketing. These technologies enable marketers to automate and personalise their marketing efforts, thus making it easier to reach and engage with customers. AI can also help to analyse large amounts of data, which can be used to dictate marketing strategies and business decisions going forward. You can read my colleague Piers Linney’s article on how to use ChatGPT. Piers is a former ‘dragon’ from the popular BBC program Dragons’ Den.
Customer Experience (UX/CX)
Online shopping jumped 77%, year-on-year, just months into the pandemic. This accelerated the innovation and adoption of digital commerce by half a decade. Shopping, working and socialising online became more commonplace.
But after two years of lockdowns and restrictions, people want a more meaningful connection again across all facets of life – including e-commerce. Physical spaces make those points of connection between merchants and customers possible, including online and offline commerce. As brands grapple with the challenges of 2023, they’ll need to respond by adding flexibility to their products, plans and policies.
With an economic recession on the horizon, remaining agile has never been more important. Consumers will want their shopping to be personal, instant and responsive. They will demand a high-value experience. Businesses that prioritise CX will differentiate themselves from the competition, by creating a more loyal customer base. Personalisation, seamless and convenient interactions, and a focus on customer feedback, will be vital to delivering a positive CX.
Interactive content, such as quizzes, polls and augmented reality experiences, is becoming increasingly popular. These formats engage with customers and provide an opportunity to gather valuable data and insights. By delivering content in an interactive format, businesses can build deeper connections with their customers and drive greater engagement.
Voice Search Optimisation
Thanks to the growth of voice-activated devices, such as Amazon’s Alexa and Google Home, businesses are now optimising their websites and content to accommodate ‘voice search’. This means developing content that is concise, easy to understand, and uses conversational language. In 2022, over 20% of all mobile searches were voice-based. On top of that, 52% use voice search while seeking directions for the closest supermarkets or filling stations. Businesses that fail to optimise for voice search, will risk being left behind.
Influencer marketing has been a growing trend for several years, and is likely to continue during 2023. By partnering with influencers, businesses are reaching new audiences and therefore building greater brand awareness. However, it is important for businesses to choose the right influencer for their brand and to be transparent about the relationship. Here’s a guide that lists some factors to consider – when choosing an influencer.
Social Media Advertising
Social media advertising continues to grow in popularity, as businesses finally realise that this is the medium where many customers spend most of their time. Platforms such as Facebook, Instagram and Twitter offer sophisticated targeting options, which makes it easier for businesses to reach the right customers with their messages.
Consumers have more options than ever before and, in today’s darkening economic climate, are already exercising that freedom of choice. If spending power decreases, as is expected over the coming months, consumers will shop around for the best deals.
So, in conclusion, make an effort to know your customers and their behaviour. Use data and insights to make inroads to your target audience. Discover what works best for your business across your marketing spend – with many budgets having to be reigned-in. And, remember, customer service will be the key to your business success.