2022 was marked by influencer marketing, the emergence of artificial intelligence tools for automation and webinars. And with 2023 just around the corner, in this article we bring you the 8 marketing trends you can't miss in 2023!
1. The end of the cookie era
Google has announced the end of cookies in 2023, but Apple has already restricted its use of your personal data. This prevents the tracking of marketing campaigns. Brands need to find other ways to leverage personalized marketing to improve conversion rates.
Some solutions are already being put in place to replace cookies, for example:
A privacy sandbox solution
Aggregate data will be the focus of the Privacy Sandbox, an alternative Google is developing to replace advertising activities that comply with applicable laws and privacy, including the European General Data Protection Regulation (GDPR), by 2023.
A unique identifier solution
Data from logged-in users is put behind identifiers for anonymous and advertising purposes, and only if they consent. An e-mail address or a cell phone number is usually used as the key to this anonymization. The same user logging into different sites with the same email address will generate the same ID if those sites use the same unique ID solution. There are currently 20 unique ID solutions on the market, including ID 2.0 from The Trade Desk, ID5, RampID from Liveramp and ID+ from Zeotap.
A contextual solution
Contextual targeting solutions, from the simple to the more sophisticated, rely on website headings, page URLs, keywords, and item word associations to define your targeting segments. Contextual analysis solutions for images and videos also exist or are in development.
2. Hybrid or omni-channel marketing
Digital or physical? Which channel do you choose? Both!
While more and more consumers are ordering products and services online, they still prefer physical stores. So the next challenge for businesses is to offer a hybrid experience. According to the Deloitte report, '75 companies are already preparing to invest in this experience. To succeed with a hybrid marketing strategy:
Use a consistent brand image across all media and channels.
Create a consistent experience across all touchpoints.
When customers see your product in-store or at trade shows, they need to be able to find it on digital channels.
Tailor your content to each platform.
Collect data at every touchpoint:
Collect information from prospects you meet in person, add them to your CRM, and contact them back digitally (email, SMS, LinkedIn, etc.).
3. Experiential marketing
Experiential marketing refers to marketing techniques aimed at giving customers a memorable experience before making a purchase. It is a treatment based on the customer's experience.
You should know that experiential marketing can make a distinctive impression on your customers. In fact, keep in mind that consumer needs and mindsets have changed over time. In the midst of these changes, it is important to note that we are no longer satisfied with just the quality of the products. In fact, today's consumers want unique experiences before they buy.
Effective experiential marketing requires developing personalized sensory and emotional marketing strategies.
4. Artificial Intelligence & Machine Learning
Artificial intelligence has grown tremendously in recent years and is now expanding into areas such as marketing. AI has many benefits, for example it allows for better content creation to meet consumer needs.
With sophisticated and accurate AI algorithms, it can analyze needs and internet searches to guide content creation.
AI tools provide personalized, more targeted content that saves time and significantly increases productivity.
AI can also help with decision making. This is because the algorithms in these technologies can identify trends in consumer behavior. Thanks to artificial intelligence, companies can build real relationships with all their customers. This relationship between companies and consumers is achieved through chatbots. Chatbots are used to order services directly or to help customers by responding quickly to problems.
There are still many other applications of AI possible for marketing and in particular via the automation of tasks or the personalization of advertising content.
5. Virtual reality and augmented reality become more accessible
Virtual reality and augmented reality are two different technologies used for different purposes.
Virtual reality allows us to isolate ourselves from the world around us, while augmented reality brings a new element and a sense of relief to the world around us.
By activating not only sight and hearing, but also smell and touch, it can immerse people in an artificial world. With virtual reality headsets, users are temporarily disconnected from the world around them and move around in a software-created universe.
Augmented reality allows users to enrich and complete what they see with virtual elements in order to project themselves and imagine situations more easily. For example, it can be used in cell phones and tablets to integrate furniture and decorations into augmented reality, but it can also be used directly in glasses that allow a more professional use of augmented reality.
These two concepts are seeing more and more application in marketing, especially with the development of the Metaverse.
6. Audio marketing
Audio has been democratized in content strategy for years. This includes not only voicemails, the systematization of the use of podcasts and the progressive use of language assistants, but also the creation of the Clubhouse application and the ensuing craze.
The health crisis has led to an explosion of streaming platforms, so the use of podcasts is becoming widespread in the form of replays or native podcasts. But why be so excited? Because it makes the message more engaging, more human and most importantly, more sincere. Plus, the topics are endless.
A wide range of topics that brands can use to engage their audience in other ways, including self-help, fictional stories, sports and cooking.
There are many ways to invest in audio marketing, including podcasts and advertising. Therefore, we recommend that you take advantage of the opportunities offered by this leverage during times when trends seem to be taking hold. So why not you?
7. Influence Marketing & Social Commerce
To drive online sales, you need to know where consumers spend most of their time... in this case, social networks! And for good reason: 76% of the French population is active on these media (about 47 million users) and Internet users spend an average of 1 hour and 41 minutes a day on these applications (digital 2021, we are social and Hootsuite).
So participating in social shopping is no longer an option.
Brands that are currently considering distributing their product catalogs on social networks have a wide range of features at their disposal. These should not only build awareness and strengthen your brand image, but also generate conversions and increase sales.
There are many techniques to boost sales on social networks, most of them through advertising, but influencer marketing is also a very popular option.
Influencer marketing is now well established and using influencers as brand ambassadors is an effective way to reach potential prospects, who can then buy your products, without even leaving social networks.
8. Adapted & differentiated content - format, size, length
The importance of personalized objectives is becoming more and more important in a company's digital strategy. Internet users no longer respond to catch-all ads. By addressing your target group in a personalized way, you can attract more attention to your services and products.
Content segmentation, on the other hand, allows you to target potential customers based on their location and interests near the signage. For example, when signing up for a newsletter, users can select areas of interest and reject the rest. Opting in and out is important in the face of increasingly sophisticated digital strategies.
Conclusion
Many marketing trends present in 2022 will still be present in 2023 and in addition to these, understanding consumer needs is essential. Finally, it is important to consider societal factors in your marketing strategy. For example, climate, ecology and the environment are key consumer trends to consider.
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