HelloFCB+'s Lesley-Anne van der Nest and Robin Nixon says, "At a time where we are navigating our way in an ever-changing world, no matter how daunting the changes may be, it opens opportunities for brands to connect with their customers."
A whopping
73% of people say that customer experience plays an important role in their purchasing decisions. Therefore, it is
essential that brands continue to find ways to engage meaningfully with their customers.
A part of this involves staying in tune with how the needs of their customers are evolving to market to them in relevant ways.
Curious to know how you can cater to your audience's needs in 2023?
Then read on as media update's Lara Smit chats to van der Nest and Nixon to gather their insights on upcoming trends for 2023 here:
1. Which marketing trends from 2022 do you think won't make it into 2023?
The rise of creators has unleashed a new use of existing platforms, as well as a driving uptake of new platforms — such as TikTok.
Thinking about what 2023 may hold for us, we anticipate less importance on specific fashionable or theme-based trends and greater value on the orchestration of the pulses of innovation.
2. Which marketing trends from 2022 do you surmise will carry over into 2023?
Authenticity is a theme that we've seen recur numerous times in recent years; yet through the lens of creators, authenticity has some exciting manifestations.
It has provided a platform for the spirit of creativity versus the perfectly polished images and videos. This has lowered barriers to participation and brought about more contributions from individuals.
More importantly, a 'scrappier' approach to content has seen a broadening of topics shared by creators. It has
less focus on delivery and more attention given to the
intent, which results in creators being more than just entertainers.
They are, for example, perfectly positioned to contribute to discovering new foods or reshape what we have come to expect from cars, as we see more electric vehicles enter the market.
3. What new trends do you predict will emerge in 2023?
Trends that effortlessly facilitate the consumer journey will be the ones that make an impact in 2023.
This means less friction and more seamless facilitation of serving an audience, which will enable the reinvention of existing channels in authentic ways from podcasting to brand integration.
It will also support a new generation of sponsorships that will be more meaningful than a logo simply pinned to another entity.
4. In your opinion, what factors are causing these trends to emerge?
People are currently living in a fluid and on-demand world. However, great flexibility is unfortunately accompanied by uncertainty, as it is difficult to offer any sureties in an ever-adaptive environment.
Nomadic digital living has made people far more aware of how connected their world is. This has been largely enabled through "work-from-anywhere programmes", coupled with political instability and volatility in supply chains across the world.
5. How do you think these trends will determine what approaches marketers take to their strategies?
In times of uncertainty, where scepticism is rampant, brands and businesses traditionally strive to show why they are superior and better for their customers. People still want the best, but they won't be easily swayed by brazen claims.
Instead of seeking a powerful position, consider how a brand can partner with individuals, organisations or even causes to help confront the uncertainty of the year ahead.
Truly embrace the partnership — it is not about a sideshow. Instead, let the purpose of your partnership shine larger as this is what people will notice and draw them to your brand.
6. Which of these trends do you believe marketers should prioritise the most in their strategies?
Take note of what your consumer
needs; most trends allow you to get closer to your audience and connect with them in ways that are relevant to
them.
Do not put all the focus on the trend and lose sight of what it means to the people that you are trying to connect with and serve.
The best way to embrace authenticity is by considering the implications for the consumer.
What marketing trends do you foresee coming up in 2023? Let us know in the comments section below.
*Image courtesy of Canva