Every year new trends influence the marketing world. While some failed, others gained momentum and evolved differently across industries to become standard practice. As the new year begins, marketers are predicting which trends will matter most and betting (and budgeting) on the trends they believe will deliver the greatest return on investment.
Here, the 16 board members of the Forbes agency share current trends they believe will open up huge opportunities for marketers in 2023. Read on to find out where travel is headed and how to best capitalize on these trends. . Strategy.
1. Diverse and growing gaming audience
The gaming audience will continue to grow and diversify. There are over 3 billion gamers worldwide across mobile, console and desktop. These audiences run the gamut in terms of demographics and behavior. Agencies can build on this trend by treating in-game inventory like any other source of inventory and getting creative with how public interaction consumes the most time. - Kimberly Jones, Butler/Till
2. The emergence of a new search engine
Search engine marketing will change a lot and Google will no longer dominate. There are already reports suggesting that Gen Zers are using TikTok more than Google for search, and advertisers need to change. This will increase the focus on creating value-added content and developing marketing that consumers will want to take advantage of. Get ready to create better, more engaging content. - Hamish Anderson, Tripartite Marketing
3. Greater focus on brand building
We've spent a lot of time using transactional messaging to drive conversions down the funnel. Data got us here, which is great, but we need to build brand to bring new users into the funnel. I suspect that in the coming years we will focus more on brand building. – Evan Russak, WorkInProgress
4. Rapidly developing author economy
Creators have 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 content creators based on authenticity, real brand relationships and creativity. - Anastasia Chechetto, Ace Influencer
The Forbes Agency Council is a closed community of executives from successful public relations, media strategy, creative and advertising agencies. Am I eligible?
5. The Importance of Third Party Data
Non-third-party data will play an increasingly important role in marketing and consumer channels. Whether proprietary or proprietary customer data, audience data, transactional data or the voice of customer data, it will not only inform tactics and activations, but will serve as a direct path from brand, communication and digital strategy to engagement. . and loyalty. , a leading measure of return on ad spend. -Brian Specht, Exit Global
6. Marketing attractiveness of the brand
Brand marketing will have a huge impact in 2023. Brands must focus on being a source of value for their customers in order to maintain and increase customer lifetime value. Especially in tough economic times, you need to maintain the goodwill of your customer base. This was a turning point for Airbnb as it shifted its marketing strategy from direct customer engagement to a strong brand-centric marketing movement. - Bernard May, national ranking
7. Authenticity of Video Marketing
It's an ongoing trend, but short videos still dominate social media algorithms and engage users more than other content, especially when they look original rather than produced. Prioritizing efficient video creation over excellence helps agencies stay on trend and publish content that doesn't appear to come from a brand. - Gavin Baker, Baker Marketing Lab
8. Profitability of videos created by users on social networks.
TikTok and user-generated social media videos that organically engage an audience or generate word of mouth are the best bang for your buck. They can be created in collaboration with real customers or brand influencers. -Jessica Hawthorne-Castro, Hawthorne LLC
9. The personal nature of conversational marketing
Conversational marketing is actively engaging with your audience on a personal level. This allows businesses to build deeper relationships with their audience. Think direct and direct social media messaging. Warm up the audience before making an offer. This is how smart agencies prepare to take advantage of the trends. -Rudy Mawer, Mawer Capital LLC
10. Strategic improvement of DCX
The digital customer experience is the most strategic and important differentiator for businesses as digital technology is now their primary relationship with their customers. Partnering with customers to align and improve their DCX throughout the customer journey will result in real business impact in terms of acquisition, promotion, growth and retention. - Maria Orozova, MOIntelequia
11. Gradual introduction of automation and AI
Among the biggest trends are automation and artificial intelligence. It is important to make sure that you work slowly and efficiently when implementing new ideas. This means having access to the best options and implementing them step by step. - John James, Active Results
12. Use high performance videos as converting ads
A marketing trend that has worked really well for us in the last few months is using viral or better performing UGC, TikTok or Reel videos as converting ads on Facebook or Instagram. People want to see the unboxing process, the product being used and how it can improve their life in a TikTok-style video. It outperforms high-quality videos exponentially when used in conversion ad campaigns. - Drew Urquhart, Bank Marketing
13. The Power of Google Voice Search AI
Google Voice Search AI continues to influence how websites appear in voice search results. Search engine optimization efforts should consider keywords and phrases that people tend to say out loud in addition to what they would use in a text search. - Hannah Trivett, NUVEW Web Solutions
14. The rise of Web3 and virtual influencer marketing
One of the influencer marketing trends is Web3. With virtual influencers, we can launch innovative advertising campaigns that bring us closer to the consumers of the new age. Speaking of the youngest generation, Gen-Z uses TikTok to find brands and services. TikTok campaigns for influencers will be an important communication channel between brands and consumers. - Mikhail Kuzminov, HypeFactory
15. Back to qualitative performance measurement
We've been drinking and selling Kool-Aid stuff for too long. This has led to a very narrow view of marketing in general. In the B2B space in particular, there is an increasing shift towards understanding the limits of attribution. I assume it will continue to spread beyond B2B as well. - Guy Tsakalakis, AbogadoSync and EPL Digital
16. Opportunities through new social media platforms
As the foundations of social media begin to shake under the weight of new owners and shifting interests, it's possible to start testing the latest platforms. While TikTok should be on every marketer's radar, Twitch, Reddit, BeReal and Supernova are changing the way people communicate online. For the right brands, these platforms can help reach new audiences. - Jonathan Schwartz, Bullseye Strategy