How Will Marketing Evolve in 2023?

As consumer behavior patterns change, marketing will evolve in order to meet the market demand. It is predicted that many consumers will change their usual behavior because of the projected financial circumstances that will affect many in 2023. The cost of living crisis, high inflation rates, and an unstable economy may mean that consumers are buying less all throughout 2023. It’s important for brands to reconsider their marketing strategies to meet consumer demand. If your business can predict certain marketing trends, it will allow you to plan for the future, meaning you can adjust your marketing strategy accordingly. Here are all the experts’ predictions for marketing in 2023. 

TikTok Marketing Will Continue To Evolve

In the past couple of years, TikTok has become one of the largest platforms for digital marketing. It is estimated that TikTok generated 4.6 billion dollars in 2021, and as more people join the app, this isn’t set to go away.  The platform is focused on working with businesses in order to improve the app’s usability and targeting options, making them one of the best social media platforms for businesses to work with right now. 

Creator Economy Will Change

Gen Z’s focus on brand identity and awareness will influence how businesses interact with potential creators. Marketers will need to find creators that have a voice and a fanbase that closely aligns with their brand image. Content creators have become more diverse, as more niches are explored on social media. There are more content creators than ever before, with 30% of 19-24-year olds considering themselves to be content creators. Studying how this economy changes and evolves can allow you to find influencers who will be perfect for promoting your brand. 

The Rise Of The Video Campaign

Over 86% of businesses use video in their marketing campaigns, and this is set to grow even further in 2023. The video has long been one of the best things to include in your marketing strategy. Using YouTube, LinkedIn, and Instagram to promote videos and reels is one of the best ways to reach a wider audience. Videos such as presentations, product demonstrations, and testimonials tend to do very well in the video marketing industry. Incorporating this into your marketing strategy can help your overall plan massively. 

Social Media Will Adjust

Brands have been using social media to promote their brand for many years now. However, how customers interact with social media campaigns is set to shift a little throughout this year. There’s a huge difference between social media content that is sales and promotional and content that is engaging and cultivates meaningful connections. Many brands will see how their content which conveys more connection-driven energy will do far better than content that is simply promotional. Many brands are reluctant to hand creative social media control over to their employees, however, it is predicted that this type of content will do very well next year. 

Curated Content

While original content is very important, it also might be worth considering using curated content in your brand’s marketing strategy. Curated content is content from other brands or creators posted on your social media accounts or website. Relevant content can drive customer engagement and can demonstrate to your customers that your company is committed to educating people or solving problems, rather than just selling a service or product. There are many useful types of curated content that you could put on your website – industry news, independent research, interviews, or press releases are all options that have really worked for other brands. 

Anticipation Marketing

To build interest in a product, building anticipation is one of the most important factors when it comes to promoting it. As companies can collect more accurate data at the moment, there are many more ways in which brands can predict what people may want. It is predicted that there may be a shift in mindset when it comes to marketing – from technical-based marketing, to ‘anticipation marketing.’ The hope is that marketers will be able to predict what customers will want based on data, and use automation to offer that to them. 

Artificial Intelligence

There are many different pieces of software that have been released in recent years which could drastically change the digital marketing game. For example, AI which aims to write content for you could potentially change how marketers do everything. However, this has caused a lot of controversies, as many people claim that the technology is not there yet. Furthermore, a lot of people will not accept AI-generated written content. It is a good idea to see how AI evolves over the years, so you can stay ahead of the curve. 

The Domination Of Gen Z

Gen-Z as a demographic have grown up with the digital age- they grew up with the internet readily available in their home from a young age. Many of them remember the quick transition from video to streaming anytime. Their decision-making process and consumer habits mark a clear difference from their elders. For example, over 50% of Gen Z say that a brand should take a stance on political and social justice issues. They also rated sustainability high on the checklist when they were deciding whether to buy from a brand or not. Being aware of the ways that the consumer market may change due to the influence of Gen Z will allow you to update your marketing plan in order to keep up with the change throughout 2023. 

Optimize Your Website For Mobile 

Mobile searches and shopping is set to expand massively in 2023, and making sure your e-commerce website is accessible via mobile will ensure that more people can buy from your website. In terms of search engine optimization, your website could also rank more highly if your website is optimized for mobile viewing. Experts in SEO Manchester based have many tips for making your website more search engine friendly, such as improving the speed of the website and making sure the layout looks good on mobile devices. This is incredibly important when considering the number of new users mobile devices will get in 2023. 

Making sure that your company is ahead of the competition and staying aware of how marketing trends will change throughout 2023 will ensure that your company stays relevant. Start updating your marketing plan today!