Following the turbulence of the last few years, the knock-on effect on consumer behaviour can’t be underestimated. From financial services to retail, unpredictability is shaping the future of marketing, making it more important than ever before to find certainty in your strategy. So now, with January done and dusted, it’s time to take control of the year ahead. While we might not hold the crystal ball, we can see through the chaos to bring you the simple (and effective) marketing trends to master for 2023.
1. Proactive over reactive
In uncertain times it’s tempting to pivot at pace in search of immediate results. But while agile performance marketing can play to your strength, focusing too much on short-term goals and quick wins can mean losing sight of longevity. In 2023, brands that spend time (and budget) building awareness and nurturing a loyal, invested customer base will come out on top.
2. Simplicity over complexity
Today, brands face more competition than ever before to capture the attention of their audience. And with digital fatigue on the rise, customers seek clarity above all else. How to ride the wave? Communications need to land with impact, do what they say on the tin, and be followed through with a seamless customer experience. In 2023, there’s no room for confusion, so we’ll see more and more brands investing in effective end-to-end customer experience.
3. Move to multi-channel
Even in our digital age, consumers crave authentic, real-life experiences. In 2023 more brands will connect with their customers by investing in IRL events and in-store activations. But be strategic – consistency and continuity between digital and experiential marketing will be key.
4. All hail video
In 2023, video isn’t just a ‘nice-to-have’, it’s essential to any marketing plan. From educational explainers and live behind-the-scenes content to viral TikTok moments, short-form video has the power to engage and inspire audiences more than any other media. Cisco reports that in 2022, 82% of global internet traffic came from video – and we think there’s more to go around.
5. Play the game
It’s simple. Interactivity = engagement. As the gaming industry continues to grow, marketers are turning to gamified experiences to speak their customers’ language and keep them browsing for longer. Online quizzes, digital scratch cards, puzzles and points programmes can be used to give special offers and build brand loyalty.
6. Listen up
According to YouGov, podcasts hold the biggest growth opportunities for UK media in 2023. Brands can add yet another layer to their 360° mix by developing long-form audio content that tells their story, shows credibility and expertise, and – most importantly – appeals to the interests of their customer base in an authentic way.
Get ahead of the trend
If you’d like your marketing to be Simply Effective in 2023 (and beyond), get in touch today – we’d love to chat.