Economic challenges are set to continue in 2023, so businesses need to factor this into their
marketing strategy to find a way to navigate through, leveraging opportunities, where possible.
Below are three of the key marketing trends predicted for the year ahead.
- Socially conscious consumers – According to research conducted by Deloitte in 2022, more
consumers are now taking a proactive approach in their pursuit of adopting a more
sustainable lifestyle. They are increasingly conscious of either choosing brands that have
ethical or environmentally sustainable practices and values, or by no longer purchasing
certain products because of their concerns around such values. Therefore, businesses will
need to respond to this shift in consumer behaviour to align their sustainability operations
with their customers’ values in order to maintain loyalty. - Short-form video – following the extraordinary growth of TikTok, short-form video is one of
the most popular forms of content. That’s not to say every brand should be on TikTok, but
video content on social media should be a consideration in your marketing communications but only when you have something to say. Content needs to be interesting and engaging. Depending on your product or service, this could be a demonstration, behind-the-scenes or a Q & A session. Put yourself in your customer’s shoes, what would they want to see? - Influencer marketing – According to Forbes, a key trend in 2023 will be nano and micro-
influencer collaborations. These are content creators typically with 1,000 to 100,000
followers. Often, they have very engaged audiences, which enables significant influencing
power to promote partner brands in their own tone-of-voice. The key is to find a suitable
influencer that creates content in your industry to ensure the collaboration is both relevant
and authentic.