What will marketing look like in 2023? Perhaps the better question to ask is what has marketing looked like all the years before? For all the time that has passed, one primary theme that marketing has always had was ‘Change’. 2023 doesn’t veer away from that, mainly highlighting a sense of ‘adaptation’ for marketing as an industry. For the most part, you should expect even more algorithm and technological advances as marketing continues to integrate new ways to determine trends and refine approaches.
Watch Out for These
On that note, Meltwater released an overview that highlights 15 major trends that’ll likely be the most prominent marketing trends for 2023. Before we go any further, you can check out Meltwater’s full overview here.
1. TikTok
Because of course it is. TikTok has been performing superbly since it began climbing back in 2020. As the present entertainment HQ, TikTok innately makes for a good marketing channel, which also continues to improve its various commerce systems.
2. Social Commerce
Social Commerce has already caught on big in Eastern Markets and while it has been a crawl to build up in Western ones, Meltwater predicts that it’ll be a good year for marketers as better integrations will be en route.
3. Accessibility
Brands are introducing new integrations to make social platforms more accessible to users with disabilities, opening up new inclusive opportunities.
4. Short-Form Video
As the trend of the moment, expect short-form to continue growing in 2023. Attention spans are only growing shorter, so centering your content and strategies around the short-form format should lead to better results. So, more TikToks, Reels, and Shorts!
5. Social Listening Data
Social listening data is being made more available to platforms outside of Twitter, which acted as the primary proponent for the last 15 years. New listening tools are being developed and made more accessible to more regions, allowing for better data gathering, processing, and the like.
6. Brand Value
Brands that have managed to form deep connections with their audience are likely to stand out more in the next year. Focusing on personalized targeting and interactions, as well as investing in more refined segmentation processes should help get those clicks!
7. Influencer Management
It has been reported that around 72.5% of marketers planned to increase their influencer marketing budgets in 2022, so 2023 would likely add more to that. Marketers should expect to do a bit more administrative work on their side considering that around 48% of consumers are experiencing a sort of fatigue due to the sheer amount of branded content on Social Media.
8. Guided Marketing Insights
Improved algorithms are coming to platforms to help marketers better process the overwhelming amount of customer insights to help identify additional opportunities. The good thing here is that there’s more data to work with.
9. Future of Demographics
Let’s face it, demographics will always be a core part of marketing. Advances in AI-based machine learning will only help marketers process even more consumer data, leading to more shared attitudes, behaviors, and other observable elements that can later be used for conversions.
10. The Metaverse
This has only been the most talked about and over-marketed thing since it was announced. Though Meta has repeatedly stated that it’ll be years before it’s finally completed, another year of progress and new updates is always exciting.
11. Cookie-less Browsing
People want more privacy online nowadays, which Google spearheaded by announcing that it’ll eventually cut off cookies totally by 2023’s end. Fewer cookies will mean more privacy, but also less data-gathering ability for marketers, which is something to consider moving forward.
12. Social Media Integrations
Social Media platforms are evolving too, relying on their partners to come up with cooperative innovations to advance engagement, data monitoring, analytics, and whatnot.
13. Instagram Reels
Reels are basically TikToks 2.0. That’s pretty much all you need to know. If you know how to milk TikToks, then you’ll do fine on Reels, albeit with a few more advertising-worthy options.
14. Interactive Content
Engagement is the name of the game. For marketers, this means innovating new ways to make their approach incorporate more interactive elements, whether it’d be through features or content itself.
15. AI Content Creation
AI-based content generation is growing and while certain questions do circulate around whether or not they break a couple of regulations, they’re slowly seeing some very creative integrations.
The Wrap
And there you have it, 15 major changes coming in 2023. Meltwater’s overview discusses each of these elements in more detail, so we highly recommend downloading it. It’ll serve as a good supplementary reference to guide your planning for next year.
Please note:
This action will also remove this member from your connections and send a report to the site admin.
Please allow a few minutes for this process to complete.
