Marketing has seen a lot of change over the past few years. The world is becoming more connected, and consumers are becoming more aware of their rights as consumers. As a result, brands need to be more intentional about what they do if they want to stand out from the crowd, win new customers, and keep their current ones.
According to the experts at our digital marketing agency in London, the next few years will be dominated by the rise of marketing automation, which will allow brands to better segment their audience and deliver relevant content, while also streamlining their communications. Here are some more marketing predictions for 2023 you need to look out for.
Mobile optimization will still be popular
Mobile phones are the most popular way to access the internet and spend time on the go, but brands are yet to fully utilize this trend. According to stats, mobile-friendly websites are 160% more likely to convert visitors into customers than websites that need to be optimized for mobile users.
So, it doesn’t come as a surprise that as smartphone users continue to grow, marketers will need to optimize their overall marketing efforts for mobile devices if they want to build successful brands.
As we get closer to 2023, we are going to see more and more brands putting their marketing dollars into mobile optimization.
The reason is simple: mobile traffic is still growing faster than desktop traffic and there are many opportunities for marketers to target specific audiences on their phones.
Mobile-first design will continue to be the norm, as well. With mobile devices becoming more powerful and consumers using them for longer periods of time, it will make sense for businesses to build their web experiences around mobile-first, so they can adapt to any screen size or resolution.
In fact, people expect a good customer experience on their mobile devices. Therefore businesses need to create content that works well across all screen sizes.
Purposeful advertising will win
Another trend that we can expect in the future is an increase in purposeful interactions between brands and customers. Because being able to engage with your customers in a meaningful way is the only way to make them more likely to buy from you again moving forward.
Marketers agree that advertising today is on its way out. It is meaningless and focuses more on the brands that create campaigns than the customers to whom they are catered. Therefore, in 2023, we are set to see more targeted approaches that allow brands to connect with specific consumers and build long-term relationships with a purpose that goes beyond just selling.
Zero-party data will gain more important
Zero-party data is information that a customer or a potential customer willingly provides a brand with. This means that there is no need for brands to tap into their cookies to derive third-party data on their customers to communicate with them. Zero-party data also allows businesses to analyze user data to learn more about their customers with high accuracy.
Organizations are already starting to use zero-party data as a way to build customer profiles and improve marketing campaigns based on their needs and preferences. Due to the high reliability, it is only fair to expect zero-party data to be on the rise even in 2023.
The need for chatbots will increase
Chatbots are becoming more popular in many industries, whether it is retail, healthcare or financial services. These bots can help customers with any questions they have about products or services or even just provide them with information about the company’s policies or recent news items.
Chatbots might be relatively new but they are becoming more sophisticated with each new version. They can now understand natural language and respond to requests faster than ever before. This means they can even handle complex queries like “How do I get my refund?” or “What’s the procedure to deactivate an account?” This eliminates the need to have dedicated human resources for answering queries while reducing wait time for customers. So, it is a win-win for both parties.
With each iteration, chatbots are getting smarter, too. They are starting to learn more about their users through machine learning algorithms and neural networks (which mimic how the human brain processes information). And over time, they will get better at predicting what people need before they ask it.
Visual content will still be a priority
With the increasing popularity of YouTube and TikTok, it is clear that visual content is more engaging than text-based content. The interactive nature of the format makes it easier to understand as well as tap into the viewer’s emotions. Thus, if brands want to stay in the competition, they have to focus on investing in visual content in 2023.
It is also important for companies to create visual content that stands out from other brands in their respective industries. It can help your business stand out from competitors as well as connect with customers directly through social media channels.
For example, if you are a restaurant business, sharing photos of the food you serve on Instagram or showing off your chef’s skills on YouTube could help your business connect not only with customers but also influencers who could offer professional evaluation for your business and increase its credibility in the market.
Personalized marketing will continue to drive brands forward
The future of marketing is digital, and that’s not going to change. And the next 10 years will be defined by personalization. Personalized marketing will continue to be popular in 2023 as it allows businesses to connect with customers on an individual basis and create tailored experiences for them based on their needs or interests.
There is no doubt that the best way for marketers to engage with consumers is through personalized communications — such as targeted email marketing and social media campaigns — that deliver relevant information at the right time in order to achieve specific outcomes. This strategy is likely to continue and develop further over the next few years as it becomes an increasingly important factor in consumer decision-making processes.
For example, if you sell camping equipment, you might want to send someone who recently bought a tent from your website an e-mail telling them about some great deals on a few tent accessories that they can consider buying to complete their camping experience.
It is no longer enough to have generalized content made for everyone. It won’t produce the same results. About 85% of brands believe that they offer personalized experiences but only 60% of customers think that’s the case. So, if you are struggling to align your brand with the trends of 2023, get in touch with our marketing experts who will devise a befitting strategy for you in no time.