Every working marketer today knows that marketing will never stop evolving. And to stay ahead of the curve, brands need to move even faster, whether getting ahead of post-pandemic consumer behavior changes or forging ahead with creator partnerships.
Here are some ways to navigate today’s emerging trends in 2023 and beyond.
Inflation is hitting consumers right in the wallet, and a recession is looming. It’s about seeing your customers as people, not just numbers on the balance sheet.
According to Cecelia Wogan-Silva, Google’s Chief Brand Evangelist, data is the key to unlocking how people attempt to make their money go further. Her recommendation? Look at what types of deals people seek, what they are willing to spend money on, and what they are researching more.
Nowadays, people have more choices than ever regarding spending time and attention.
But it’s not just about getting attention; it’s about what you do with it. Many experts have warned about the shortsightedness of measuring only attention.
So, to be chosen, advertisers now have to present something that does not only grab attention but matters enough to keep people’s attention.
Today’s marketing landscape is replete with the word “authenticity.” In marketing speak, it is:
However, what does it mean in plain English?
Ultimately, it comes back to that sense of intimacy and the feeling of being seen and understood. Brands can tap into “authenticity” through creator partnerships, particularly on creator-first platforms such as TikTok, YouTube, and Snapchat.
Everyone is getting into ad-supported streaming, including Netflix and Disney+. Advertisers may see this as a bonanza or buffet with too many options.
Audiences, however, see things differently. Cable cutters expected the service to remain ad-free when they cut the cord. Their dissatisfaction is natural. You must know that right from the start.
Avoid serving the same thing repeatedly, as frequency burnout is real. Although, on the surface, you may justify the number of impressions.
However, those highly engaged in the attention economy suffer a terrible user experience. As you become familiar with automation and production, you should create variety.
So, keep these trends in mind as you forge ahead into 2023 and beyond.
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