As brands strive to take advantage of the most recent technology and respond to transformations in the marketplace, marketing trends come and go, constantly evolving. It will be challenging to choose which marketing predictions to focus on and which to avoid, because the overall psychology of adjusting to new things is happening faster.
Marketing trends change as enterprises learn to deploy new technology, ranging from keyword analytics to black-and-white newspaper advertising. Brands cannot just depend on their tried-and-tested marketing best practices in this constantly changing environment. Effective marketing strategies have changed to reflect the changes in consumer attitudes and preferences.
However, pattern analysis enables marketing experts to foresee what the next trend may be. All marketers will agree that post-pandemic marketing has increased ingenuity to new heights. In 2023, the focus will be on developing a successful brand, engaging narrative, and gauging the impact of that storytelling. It is no longer sufficient to develop a brand and anticipate sales. This kind of engagement is no longer getting as much of a response from people.
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Here are a few marketing predictions for 2023 and beyond, from CMOs:
Successful ABM strategies will require a human touch
While ABM is here to stay, the next couple of years will need to see a new paradigm in its applicability in marketing strategies. Building relationships with prospects will need to be considered a long-term strategy that will need a conscious effort and dedication. “Today’s audiences face an increasing barrage of digital communications and are fatigued by traditional engagement tactics—phone calls and endless follow-up emails are no longer enough to earn the attention of prospective buyers. As companies seek to differentiate themselves, I predict that the brands achieving their ABM goals next year will be those that turn to highly personalized physical marketing tactics, such as direct mail, virtual experiences (like virtual cooking classes and wine tastings), and in-person engagement to stand out from the crowd,” opines Jennifer Bellin, CMO of PFL.
Hybrid events are here to stay, but they must be executed extremely well
The last few years have been a roller coaster for event marketing. As we approach 2023 and beyond, there will be a resurgence of in-person events.
However, there are still many factors that could limit attendance at these conferences. Travel budgets have all but disappeared since the onset of the pandemic, and fears of an economic downturn might continue these constraints in the near term. Jennifer predicts that, in light of these factors, brands will likely continue to offer a hybrid component to in-person events for the foreseeable future. The key to success for these hybrid events will be to invest the proper time and resources to make sure the virtual aspect is executed as well as the physical aspect. Attendees no longer have patience for poorly executed virtual experiences.
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Sustainability will be a hallmark of 2023 marketing campaigns
Corporate sustainability initiatives are already in full swing. However, with any luck, these initiatives will move from lofty ambitions to more practical implementations in the new year. Marketing departments, in particular, are likely to begin implementing more sustainable practices. For example, direct-mail marketing has traditionally been approached from a quantity-over-quality perspective. When marketers use these spray-and-pray methods, they are not only perpetuating wasteful practices that add to landfills but are also missing the opportunity to forge meaningful connections with audiences. Jennifer predicts more companies will leverage their data for personalized and targeted direct mail programs as a way to spur customer engagement while reducing waste and promoting greater spending efficiencies.
Most of the other current marketing trends will still be prevalent in 2023, along with a few new ones. Marketers ought to adopt as many of these trends as possible if not all of them. However, it must be cited that in order to apply trends properly and reach their marketing objectives, marketers must be knowledgeable about them.
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