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How Marketing is Changing

Updated: Nov 28, 2022

We're six weeks away from the new year and you'd better believe it's not just resolutions we're making. We're making our marketing plans for a robust sales year in 2023. Marketing is changing and we want to share with you the 2023 forecasted marketing trends so you can start the year off right. It's so important to market your business effectively, and these marketing tools for 2023 will help you meet your goals and reach your customers.

How marketing is changing in 2023

1) Video and Live Streaming

Video and live streaming are at the forefront of 2023 marketing trends. Video marketing is not just TV spots and internet commercials. Thanks to apps like TikTok, Instagram, and YouTube, we're expecting to see more live streaming in 2023. Live streaming includes user-generated content and influencers promoting products, services and brands. The great thing about live streaming as a marketing tool is that it allows for customers to engage with influencers and brands themselves to find out more about the products and services. The audience feels a deeper connection to the content thanks to the opportunity to engage in real time.

2) Interactive Content

The next trend for marketing in 2023 is interactive content. Much like it sounds, interactive content is a medium where the customer can engage and interact with the content. There are many different types of content that can be made interactive such as: infographics, quizzes, games, contests, maps, videos, and more. Even social media content has become interactive, for example using polls and questions on Instagram's stories feature, or duetting and stitching a TikTok video to add commentary or reactions.

This two-way engagement between the target audience and the brand offers a more dynamic impact than static content alone. 81% of marketers agree this content strategy is low-cost and high-impact. It is an effective way to attract potential buyers and the benefits don't stop there. Marketers share that interactive content enhances audience engagement, improves customer learning and builds brand loyalty. They've seen more leads and conversions as well as the engagement aiding in streamlining the customer experience overall. The two-way interaction with interactive content highlights what the customer really wants and needs, which allows for brands to provide the services and products their ideal customer is looking for.

3) Owning Social Responsibility

Finally, we are expecting to see an increase in owning social responsibility. It's important for companies to do good, but not everyone remembers to talk about the behind-the-scenes. For example, if you're a small candle making business thinking about your marketing strategy, you'll want to share the fact that you use recycled glass for candle holders, use ethically sourced beeswax. Maybe you buy carbon offsets for shipping or only used recycled plastic-free packaging.

Studies show that 66% of consumers of global respondents are willing to pay more for sustainable goods, which is up 16% since 2013. Customers want to make a positive difference with their purchases, so it is in a brand's best interest to highlight their social responsibility efforts when planning their marketing campaigns. Other examples of owning social responsibility are spreading awareness of societal issues with specific promotions, donating portions of profits to charity, or offering a one-for-one campaign to donate products to those in need. Consumers are more willing to spend more if it is for a greater good because of that mentioned interested in having a positive impact with their purchasing power.

Want to make a marketing or branding video for your business? Schedule a free analysis call with certified women-owned, small business, Angela Wolf Video.


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