As every year, in January, analysts and observers try to draw a picture of the main trends that will dominate in the digital and marketing field.
Privacy, omnichannel customer experience, artificial intelligence, augmented reality , are the most recurring topics, trends that have been dominating the scene for a few years now, however, in a context where there is no longer a consistent separation between marketing and digital marketing, but where everything can now be considered simply marketing.
Here, then, to summarize the main trends that will dominate the scene this year, it may be interesting to go back to what was anticipated last year.
In the article we have dedicated to marketing trends 2022, we find many of the trends that will also dominate this 2023, from the centrality of the customer experience, to be thought of increasingly from an omnichannel and ‘phyigital’ perspective, to the value of protecting the privacy of one’s users, to the centrality of data-driven marketing, eCommerce, to be declined from a social perspective, and content marketing.
But let us see how these macro trends might evolve in this 2023.
Customer retention: the centrality of the relationship with one’s customers
According to Forbes, in 2023 customer retention will play a key role in the marketing strategies of many companies: in an era of great economic uncertainty such as the one we are currently experiencing, investments will, most likely, be focused on high-ROI activities.
Here’s how orienting one’s activities to the retention of one’s customer base becomes strategic In such a context, the adoption, in the company, of technological solutions, read Customer Data Platform, which enable the deployment of effective customer- centric marketing strategies.
Marketing trend 2023: tech evolution under the banner of privacy
The theme of the centrality of the consumer within a marketing strategy, addressed in the previous paragraph, opens the way to the one concerning the adoption of a code of ethics regarding the management and processing of users’ personal data.
While personal information and data on tastes, interests, habits, and purchasing behavior are increasingly an asset for users to protect, for companies they represent a real treasure on which to develop their marketing strategies.
2023 is likely to be the year in which marketing automation and artificial intelligence will represent two key assets to personalize and enhance the customer experience of their audience at every touchpoint.
The benefits of adopting Customer Data Platform and technology solutions aimed at this type of activity is quickly stated: more user engagement, higher retention, better sales performance.
Content and influencer marketing 2023: engagement and personalization
Paying less and less attention to generalist content and seeking content with high immersive and creative value: generation Z, the first to have never known the world before the advent of the web and technologies, is revolutionizing the world of online communication and advertising.
This is not only about the platforms of content fruition, think of social streaming channels and platforms, but also about their form and substance. There is a preference for video content, reels, immersive formats that form a unicum with the content usually enjoyed on these platforms.
Authenticity, involvement, social engagement are sought in the communication proposition, and by reflection in the brand values.
Precisely because of the above, among the 2023 marketing trends, influencer marketing will be one of the most important: according to a 2019 study by Social Publi, 93 percent of marketers said they used influencer marketing in their strategy, and in 2023, according to predictive analysis, more and more brands will choose to build stable partnerships with influencers. And as far as content marketing is concerned, the keyword becomes personalization also thanks to the contribution of artificial intelligence, after all, we have already tested some of its features with the release of ChatGPT, the software that amazed everyone with its ability to create detailed and natural content in seconds with a simple input.
We are looking forward to a 2023 certainly full of new challenges, digital transformation is now affecting more and more sectors, we can only look to the future. Good strategy!
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