Day after day, marketing has been facing more daring challenges. And it is no wonder, customers are more demanding. The ease with which consumers have access to market offers is constantly changing their desires.
In order to seek a deeper and more personalized relationship, companies must be aware of digital transformation. By keeping up with new technologies, companies can create tools to interact with customers, listening to their questions, complaints, expectations and scheduling services. With the advantage of being able to do so at any time, from the comfort of your home or during a break from a busy work routine.
Just as new technologies emerge every day, marketing is forced to keep up with market developments and how consumers react to them. Therefore, it is important to be aware of the forecasts of these dynamics.
5 Marketing Trends to Drive Valuable Results in 2023 (1)
Aware of new technologies and usage asia mobile number list for marketing, Gartner, a global research and advisory company for companies, has defined five main marketing trends for 2023. The goal is for leaders to learn how to establish strategies to generate valuable results. They are:
1 – Combat content that harms the brand’s reputation
Debates about how to combat false collect and consolidate data are ongoing. As artificial intelligence advances, the risk of increasing the volume of false material on social media becomes greater. For this reason, Gartner points out that a marketing trend is to create alternatives to prevent the proliferation of defamatory or unsourced content.
Gartner predicts that 80% of marketing leaders will need to combat misinformation and fake content by establishing a way to verify the authenticity of content. Although this percentage is expected to reach 2027 in the long term, immediate action is needed.
While digital media and artificial intelligence facilitate the dissemination of information without a proven source, these channels will also be used to identify the veracity of content in real time.
In parallel, dedicated teams must work to increase user interest in the brand. The goal is to ensure reputation management and alert people to the need to allocate financial resources to this task.
2 – Investment in media for entertainment content
It seems that digital ads widely used by marketing are not pleasing the majority of consumers. Although it is one of the main advertising australia database directory used in 2022, according to the research, sponsored content is more accepted.
Given this, the forecast is that, by 2024, 70% of brands should allocate at least 10% of their media budget to product placement in entertainment content.
This prediction is based on another piece of data. It is estimated that, by 2023, 85% of consumers with incomes above US$ 120,000.00 (approximate income of 16% of the American population) will pay to avoid advertising.
In addition to reallocating investments, marketing is challenged to test new formats and find entertainment content that is more suited to the brand’s profile.
3 – Expansion of loyalty programs
Of the companies that do not have loyalty programs, one third of them are to adopt this format by 2027. In addition to being an opportunity to offer personalized service and retain high-priority customers, loyalty programs aim to collect data.
The growth in investments in programs can in both B2C and B2B. It works for both profiles.
For the loyalty program to become a competitive factor, the data collected must be used to transmit hyper-targeted messages, personalizing communication and meeting customer expectations.
4 – Accountability for ethical use of Artificial Intelligence (AI)
The improper use of Artificial Intelligence is unacceptable. In addition to the legal issues surrounding the subject, such as the LGPD (General Law on the Protection of Personal Data) that regulates the use of data, marketing must assume an ethical commitment.
The imminent risk of lawsuits related to the use of automation in marketing campaigns raises an alert. By 2025, 70% of CMOs (Chief Marketing Officers) must identify ethical responsibility in the use of AI in marketing.
In addition to ensuring consent for the use of data. The ethical issues surrounding the subject must be widely. To all marketing professionals. In addition, It must be clearly to users when the use of data.