The marketing world is constantly changing and keeping up with the latest trends is not always easy. What consumers want, need and expect today is not the same as last year, and companies must adapt their marketing strategies accordingly.
To help companies build cutting-edge and competitive brand marketing strategies in 2023 – and maintain relevance with target audiences – take note of these trends:
With the evolution of technology, real world experiences are becoming the norm. The metaverse, a 3D, immersive digital world where people interact on multiple platforms is giving brand marketing a new direction. For example, Ali introduced TAYAYI, the first digital personnel to participate in the brand's marketing activities. Coca Cola designed NFTs (non-fungible tokens) that can be purchased on their metaverse platform.
In 2023, business will focus on developing digital experiences and designing virtual assets with the metaverse in mind.
With the rise of Generation Z as consumers, companies catering to this demographic group will be more apt to win them over. Gen Zers are diverse, open-minded and gender-neutral, and they want companies to be the same. Besides influencing family purchasing decisions, they are highly digital and expect a unified experience across in-store, digital and mobile.
In 2023, companies will need to understand this young, fast-growing segment and customize their marketing strategies by developing short video content and engaging in social networks.
Private domain traffic has evolved from a marketing concept to a necessity. The cost of a public domain is increasing as is the cost of attracting new customers. Operating a private domain can improve customer retention and repurchases. Advanced data and technology, integrated online and offline channels, and combined public and private domains will continue to evolve.
In 2023, companies that build business through a private domain will become the brand of choice and be better prepared for the future.
Digital marketing channels include various digital media, advertising and marketing activities. Since it allows companies to track and evaluate the impact of product promotions and marketing performance, digital marketing can help companies improve the efficiency of promotional activities and increase brand awareness.
In 2023, digital marketing technology will continue to advance and will enable companies to better control sales opportunities and growth.
Companies are realizing that leaving promotion, messaging and brand awareness to others in live broadcasting is not as cost effective nor as efficient as promoting on their own. Thus, self-transmission for live broadcasting, and the control that comes with it, is becoming more popular and more profitable for companies.
In 2023, live broadcasting will be the method of choice. Creating in-depth live broadcasts and linking online and offline broadcasting will be an essential part of strategic marketing plans.
Today, more and more consumers are willing to pay more for products and services that are backed by companies that are socially responsible. It shows that they want to make the world a better place and they want the brands of the products and services they use to be committed to that cause as well.
In 2023, companies will acknowledge the larger social and environmental impacts of their products and services, and even make charitable activities part of their marketing plans.
The needs of users have changed, and the number of paid memberships continues to grow since consumers can enjoy exclusive benefits when they become paid members. Companies benefit from the revenue of memberships as well as the retention rate of customers. Additionally, they get access to members' purchasing habits, which drives news products and business.
In 2023, the trend will show more and more companies launching their own paid memberships and leveraging new insights to accommodate what customers’ need and desire.
AI marketing uses technologies to make decisions based on data collection, data analysis and observations of trends to predict customers' next actions and improve their engagement. AI marketing spans all industries and encompasses data analysis, automated decision-making, media buying, content generation, real-time personalization, sentiment analysis and more
In 2023, companies should include AI marketing applications in marketing strategies to support brand development.
It is essential to incorporate the latest brand marketing trends into an overall strategy to stay competitive and relevant in today’s marketplace. A well-informed marketing strategy is a driving force behind building brand awareness and growing a successful business. For expert marketing support, contact Tolmao Group.