Without a certain, 2023 will be a year in which we narrow our emphasis.

Due to the challenges and interruptions brought on by the epidemic, geopolitical turmoil, and economic uncertainty, this year will be unlike any other.

However, companies cannot wait to start preparing for 2023 as they wait to see how events turn out. If corporate leaders want to grow and succeed, they must put plans into action right now. Furthermore, marketing plays a big role.

Therefore, in the upcoming year, it will be increasingly crucial for businesses to be honest, consider their messaging, carry out research, and adjust their strategies. Additionally, it means that marketers must be aware of future trends in order to plan ahead and capitalise on any breakthroughs.

1. Greater diversity in media planning

The use of broader creative has received a lot of attention in recent years from the marketing world. Now, this effort also needs to involve media planning. It’s crucial that people have this experience in familiar environments and with people that resemble them on both the outside and the inside.

However, implicit bias may prevent inclusive media planning. Marketers need to combat this bias and appreciate the variety of information that their users consume in order to interact and connect with different audiences.

Brands should review their media strategy in 2023. Examine whether the selection of publishers and channels reaches the whole target market and look for any potential biases in the keyword and content exclusions. Furthermore, think about how marginalised populations and voices might be really supported through affirmative action.

2. Promoting with a goal

People are prioritising sustainability, and they want companies to make adopting sustainably easier for them. Moreover, they anticipate organisations to make a bigger social effect than ever before and to follow through on their commitments. In response, we’re seen brands shift their attention away from solely attempting to minimise their own impact on the environment and toward a more significant goal. They are becoming more involved in order to draw attention to crucial issues and spur action.

In reaction to the prevalence of e-waste in society, the French company Back Market adopted the concept of “reuse, reduce, recycle.” To lessen the environmental impact of the industry, they developed a circular economy with their online marketplace for reconditioned tech equipment. Their commercials effectively communicate their goal.

However, when tying marketing to a cause, avoid “real function.” A dedication to a cause ought to be sincere, lasting, and shown through deeds rather than just words.

3. The Gen Z world

Gen Z is the first generation to have enthusiastically embraced the internet, thus how they surf and communicate with others on it is constantly evolving. Platforms that are dynamic and highly visual are currently best suited to this generation’s ever-changing expectations. Gen Z communicates where and how they want to interact by participating where it matters the most to them.

A new approach to explore what you see was pushed in Google’s most recent campaign targeted at Gen Z. “Find that thing” was a celebration of visual search, offering this visually-inclined audience a means to use Google Lens to find the inexplicable objects they’re seeking for.

In 2023, interact with Gen Z viewers where they are rather than striving to influence them. Acknowledge their unmet needs, give authenticity and relevance precedence over homogeneous singularity, and accept the diverse, visually rich worlds they occupy.

4. Experiences using Augmented Reality

Online sales soared during the pandemic. This made it even more crucial for brands to be creative in offline settings, as well as expected. In 2023, the in-store user experience should provide incredible value. It is vital to stimulate offline activity as well as online purchases.

Immersive experiences such as augmented reality (AR) are more vital in this regard. Consumer demand for virtual worlds will rise in 2023 as a result of growing use of AR technologies. In fact, by 2025, it is expected that more than a third of Gen Z would be using AR to shop.

AR advertising have previously been tested by certain brands. In order to create an augmented reality garden of blooming flowers, Miss Dior invited customers to utilise Google Lens in-store.

Start building and testing immersive experiences with your smartphone immediately. You would be one step ahead when new AR technology, such as lenses, becomes more commonly used.

5. Short-form, Snackable videos

With varying demands and expectations for each type of viewing, people’s viewing behaviours are becoming more varied. Several producers are experimenting with shorter form, “snackable” content to meet the needs of these viewers. They are also achieving great results. Given that YouTube Shorts already has 1.5 billion monthly active users and gets more than 30 billion daily views, it presents a sizable market for advertising.

Learn from the original creators. These people are setting the standard by developing novel approaches to each video format in order to interact with their viewers in a real way. When creating short-form video content, it’s critical to use storytelling best practises. Videos, for illustration, typically begin with the action.

There is no need to lay out a concept or establish a tale with a lot of extra information when there is only 10 to 60 seconds of accessible ad time.

6. LinkedIn as A B2B Powerhouse

Despite its long history, LinkedIn just declared record growth and engagement. It is anticipated to account for 25% of B2B advertising in two years. The opportunity for businesses to leverage the platform for growth is growing. However, relatively few businesses use this to their advantage. Our prediction is that LinkedIn will only grow, and the potential will only rise. To win significantly, enter early.

7. Influencers

Influencers are in demand. As the advertising landscape becomes increasingly crowded, businesses must create new methods to reach their target customers. Businesses are increasingly able to use celebrities to create content that appears natural and organic, cutting through the clutter. Influencer marketing has become increasingly popular over the past few years, and this phenomenon will only persist as influencers continue to grow audiences that are prime for marketing campaigns.

Now, what can you do? Consider incorporating influencers into your marketing approach for the coming year. Examine how other industries or competitors use influencers to boost results.

Although technology is necessary, it does not limit the creative potential of digital marketing. While this is true, none of the trends we have discussed would be possible without modern user and business data management systems. With today’s digital tools, teams can delve deeply into the firm’s data to find preferences, needs, consumer habits, and possibly latent concerns that define the character of each user-consumer.

Digital marketing will attempt to strike a balance once more, as it does every year, but it will always need to be redrafted along the road of consumption and acquisition.