16 Trends Marketing Agencies Need To Prepare To Leverage In 2023
Every year, new trends influence the world of marketing. While some failed, others gained momentum and became standard practice, developing in different ways in different industries. As the new year begins, marketers predict which trends will be most important and place bets (and budgets) on what they believe will yield the greatest return on investment.
Below, 16 members of the Forbes board talk about the latest trends they believe will create great opportunities for marketers in 2023. Read on to see how they see developments and learn how to capitalize on these trends and incorporate them into your own. strategy.
1. An increasingly diverse audience of games
The gaming audience will continue to grow and diversify. Worldwide, more than 3 billion gamers use mobile devices, consoles and computers. This audience is demographically and behaviorally diverse. Agencies can capitalize on this trend by treating game inventory like any other source of supply and getting creative to connect with a spending audience. - Kimberly Jones, Butler/Till
2. The birth of a new search engine
Search marketing will change a lot and Google will no longer dominate. There is already data to suggest that Gen Z is using TikTok more often than Google for search, and advertisers must change. This will increase the focus on creating value-added content and actually developing marketing that consumers want to consume. Get ready to create better and more engaging content. - Hamish Anderson, "Triple Digit Marketing."
3. Increased focus on brand building
We spend a lot of time on transactional messaging to drive conversions through the funnel. Data brought us here, which is great, but we need to build a brand to bring new users into the funnel. I think we'll put more effort into building the brand in the coming years. -Evan Broken, WorkInProgress
4. Creative economic growth
Creator has never been more important. Creators are at the heart of social media, and supporting them can dramatically change consumer behavior. Many brands invest in long-term relationships with creators based on authenticity, genuine brand connections and creativity. - Anastasia Cecchetto, Ace Influencer
The Forbes Agency Council is a closed community of successful PR, media strategists, creative and advertising agencies. Am I right?
5. Importance of Third Party Information
Third-party data will play an increasingly important role in marketing and consumer channels. Whether it's zero or first person customer data, audience data, transactional data, or voice of customer data, it will not only inform tactics and activation, but also act as a bridge from brand strategy, communications, and digital technology to engagement. and loyalty. , lead size, and ad spend revenue. - Brian Specht, world famous
6. Brand marketing appeal
Brand marketing will have a big impact in 2023. Brands must focus on becoming a source of value for their customers to retain and increase customer lifetime value. You need to maintain good relations with your customer base, especially during tough economic times. This is a turnaround that Airbnb achieved by shifting its marketing strategy from direct-to-consumer marketing to strong brand marketing. - Bernard May, National Position
7. Authenticity of video marketing
It's an ongoing trend, but short videos continue to dominate social media algorithms and engage users more than any other content, especially when they look genuine and not contrived. Prioritizing effective video production over perfection will help agencies stay ahead of trends and produce third-party content. - Gavin Baker, Baker Marketing Lab
8. Profitability of user-generated videos on social networks.
TikTok and user-generated social media videos that organically engage an audience or create word of mouth are the best bang for your buck. This can be created by connecting with real customers or influencers who are brand advocates. -Jessica Hawthorne-Castro, Hawthorne LLC
9. The personal nature of conversational marketing
Conversational marketing actively engages your audience on a personal level. This allows companies to build deeper relationships with their audience. Think direct messages and live streams on social media. Warm up the audience before your presentation. Here's how smart agencies are gearing up to capitalize on this trend. - Rudy Mawer, Mawer Capital LLC
10. DCX Strategic Upgrades
The digital customer experience is the most strategic and vital differentiator for businesses as digital technology is now central to their customer relationship. Partnering with customers to adapt and enhance their DCX throughout the customer journey will drive real impact on customer acquisition, approval, growth and retention. - Maria Orozava, MODIntelechia
11. Gradual application of automation and artificial intelligence
Some of the biggest trends are related to automation and artificial intelligence. When implementing new ideas, it's important to make sure you work slowly and efficiently. This means having access to the best options and implementing them slowly. - John James, Active Consequences
12. Use high-performing videos as converting ads
A marketing trend that has worked really well in recent months is using viral or high-performing UGC, TikTok or Reel videos on Facebook or Instagram as converting ads. People want to see the unboxing process, the products used, and how it can improve their lives in TikTok-style videos. When used in converting ad campaigns, their performance outperforms high-quality videos exponentially. - Drew Urquhart, Banking Marketing
13. Power of Google Voice Search AI
Google's Voice Search AI continues to influence how websites appear in voice search results. Search engine optimization should consider what phrases and keywords people might say out loud, as well as what they would use in a text search. - Hannah Trivett, NUVEW Web Solutions
14. Web3 and the rise of virtual influencer marketing
One of the trends in influencer marketing is Web3. With virtual influencers, we will be able to launch innovative advertising campaigns that will bring us closer to a new era of consumers. Speaking of the latest generation, Gen-Z are using TikTok to discover brands and services. The TikTok campaign for influencers will be an important channel of communication between brands and consumers. -Mikhail Kuzminov, HypeFactory
15. Return to qualitative performance measurement
We've been drinking and selling Kool-Aid for far too long. This has created a very narrow view of marketing in general. There is a growing shift towards understanding the boundaries of attribution, especially in the B2B space. I hope it continues to spread even beyond B2B. - Guy Tsakakis, AttorneySync and EPL Digital
16. New possibilities of social networking
As the pillars of the social media structure begin to crumble under the weight of new owners and changing interests, it's time to start testing out the newest platforms. While TikTok should be on every marketer's radar, Twitch, Reddit, BeReal, and Supernova are changing the social media landscape. With the right brand, this platform can help reach new audiences. - Jonathan Schwartz, Bullseye Strategy
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