email marketing
Share on facebook
Share on twitter
Share on linkedin

The Future Of Marketing And Where It Will Progress To In The Next 12 Months

Marketing trends constantly shift to accommodate new technological trends and consumer behavior which we can only expect to continue into the New Year and many more. We saw the rise of many popular marketing strategies in 2022, from influencer marketing, virtual events, social media content, and much more. However, in 2023, with new technologies and consumer behavior sure to arise, marketing is bound to progress further than what we’ve seen in the last twelve months.

Primarily marketing is all about delivering content to consumers as they’re used to it. While in days past, this may have been through black-and-white newspaper adverts, nowadays, modern-day consumers are primarily on their phones and embracing cutting-edge technologies. Therefore, for those businesses that want to be around long enough to see the future of marketing, it’s important to plan where your business is heading.

Although nobody can predict with one hundred percent accuracy what the future of marketing will look like in the next twelve months, using insights from industry professionals, we can make a few reasonable predictions. From an increase in the use of the subscription business model and customer personalization to story-driven content and push notifications, we outline some of the marketing trends we expect to see in 2023 below:

Appealing To A Niche Audience

Before we continue with our next point, allow yourself to reminisce about the days of your childhood when you were asked what you wanted to be when you grew up. One day you’d like to follow in the footsteps of your favorite cartoon superhero Batman, and the next, you’d decide on an illustrious career as a princess despite having no previous ties to royalty. Only to be replaced with brand-new career aspirations in a couple of weeks. What does this have to do with appealing to a modern-day audience? Well, they’re the same. Unlike days past, when customers would know what they wanted and stick to it, modern-day customers have fluctuating interests depending on what’s popular at the time, and all like to experience new things.

Today’s consumers enjoy less commitment and more flexibility, a trend that has made it increasingly challenging for brands to build customer relationships. Therefore, to remain relevant, brands have had to take their marketing to the next level by using innovative marketing strategies which identify their target audience and foster a community between them based on a shared need, interest, and hobby.

Through this, the marketing world has seen the rise of the subscription business model through household names like Ipsy, Spotify, Netflix, Birchbox, and HelloFresh, which have made it easier for brands to identify their target audience, increase brand loyalty, and improve customer relationships while being able to reinforce these relationships through platforms. Look into platforms like Subbly to see the subscription business model they use to help business owners. These platforms can be useful tools to help companies appeal to a niche audience.

Social Commerce

How many times have you been scrolling through your Instagram or TikTok feed and seen an advertisement for a product with the purchase link placed conveniently at the bottom of the video? This is because companies are becoming savvier about influencer marketing and social commerce, creating ads are can easily be integrated into social media feeds which we expect to see more of over the next twelve months.

Thanks to features like Instagram Checkout and TikTok’s Creator Marketplace, it has never been easier for consumers to purchase a marketed product. Not to mention the ease it creates for brands to sell and market their products or services through creators that mirror their own interests, visions, and goals. Plus, the connectivity it grants them.

Push Notifications

As we touched upon briefly in our introduction, most modern-day consumers are glued to the screens of their phones and other cutting-edge technological devices. According to screen stats, most Americans spend a little over five hours on their mobile devices daily; therefore, marketers have been forced to think of innovative ways to deliver marketing materials to them, resulting in many digital marketing trends.

One digital marketing trend that we expect to see more of over the next twelve months is the use of push notifications as a marketing tool. Typically, modern-day consumers are used to their email being used for marketing purposes; however, email marketing is quickly becoming an overused marketing strategy making it more challenging for the brands you love to connect with you.

Therefore, more and more companies are turning to push notifications to attract customer attention. Unlike emails, push notifications are harder to ignore since you must engage with them to make your screen clear again, which can be just enough engagement to encourage a customer to place an order. Yet, overkill can cause the opposite effect.

Story-Driven Content

With the creation of marketing strategies like voice search to assist with word-on-page content, you would think that this marketing method would be as popular as ever. While this is true in helping marketers create better content now and in the future, you can’t overlook the importance of story-driven content.

Regardless of whether you’re buying a product or reading through a document for work, visual stimulation helps your brain consume the material with less effort needed for text translation. Since 90% of the information transmitted to the brain is visual, it’s sensical that we digest images at a quicker rate than text.

Marketers quickly cottoned onto this, which is why social media platforms like Instagram and Pinterest have gained so much popularity. Since visuals are easier to commit to memory, it is an innovative marketing strategy and one that we will certainly expect to see more of in the upcoming twelve months.

As mentioned, it is not possible to accurately predict what the future of marketing will be. However, the trends and patterns in the industry and consumer habits can help companies predict where they see the market heading. With these predictions, whether it be some of the points mentioned above or other methods, they can apply them to how they market their business. Keep some of the concepts discussed above in mind when planning your next campaign; it could help you stay one step ahead of the competition.

Join Our Small Business Community

Get the latest news, resources and tips to help you and your small business succeed.