The 2020s have had and continue to have a rough ride. The global pandemic COVID-19, the ongoing discussion about the challenges of climate change, disrupted supply chains in many industries, energy shortages, and Russian aggression in Ukraine: all this has changed how we do business in the world. And is reflected in changing marketing trends in 2023.
Consumer priorities and corporate investment plans have changed and will continue to do so in the foreseeable future. Marketers must respond or, better yet, turn existing uncertainties and risks into opportunities. Disruptive is the new normal – strengthening resilience, on the other hand, is the order of the day.
The world will continue to turn. Industries and business models will change. Marketing must be the driver and catalyst of this change and is therefore needed more than ever. It is about bringing the right ideas, products, and solutions to the forefront.
Many marketing principles will continue to be valid. Others will experience a renaissance after the end of contact restrictions and social distancing.
Some principles will be relevant for future success in highly volatile changing markets. These principles, the majority of which relate to online marketing, are what we will focus on here.
Let’s start with what remains:
Authenticity and credibility as the brand foundation
Short-term success can always be achieved. With a lot of energy and push activities, a new idea or product can be launched on the market: It’s possible, but it’s like a flash in the pan. That is if you only follow a fashion that quickly fades away.
Sustainable success cannot be achieved this way because the direction, the product range, or the employees (m/f/d) have to be constantly changed. This is a bit like driving a car in low gear: a lot of resource consumption and noise, little progress.
Only those who read social and economic trends correctly and reflect and credibly anchor them in their corporate strategy can be successful in the long term. This is where marketing comes in, with the task of “reading” the market, providing answers, and offering solutions.
In this context, “trend” was the keyword above. For all the fast-moving nature of our environment, there are trends that have had an impact over many years. A company must adapt to these medium- and long-term trends.
And a second success factor plays a role in the external perception of a company: successful customer communication. Classic advertising doesn’t provide this, at least not if you don’t listen carefully to your customers beforehand and again afterward. Customer Relationship Management instead of advertising is the short version.
Only through CRM and establishing a relationship can brands be created that last – with a consistent brand code that fits the customer’s world of experience and represents an anchor of stability in a time of rapid change.
The comeback of live events
Face-to-face with the customer was not possible or only possible to a limited extent in many places during the pandemic. Many companies will now use the personal channel again – in the boutique or retail store to sell, at trade shows, or as part of events to present themselves creatively and informatively. This will by no means be at the expense of online marketing but complementary to it. On the contrary: digital and online marketing will continue to gain importance in 2023.
Content marketing remains king
He who writes stays. In a figurative sense, this also applies to marketing. It’s not just about doing the right thing, offering the perfect service, or an innovative product. It needs the story around it, the storytelling, and as many touch points as possible where consumers can experience what a company has to offer.
Content is what is seen or mostly read on stage. Content marketing ensures awareness through good SEO rankings, relevance, and appreciation among the target group.
With even better content, successful companies will prevail in the marketplace – within the context of the website, social media, and display advertising. Those who approach their content marketing analytically and strategically, know their target groups perfectly and produce appropriate content will be particularly successful.
Megatrends in online marketing
Like other marketing measures, online marketing also benefits from being geared to the data and facts of the target groups.
Legal regulations on data protection and informational self-determination will force companies to take new approaches to market research.
Instead of relying on cookies from third-party providers, there are alternative options available. Consider implementing smart, long-term CRM strategies, conducting online surveys, or utilizing AI technology. These options can provide valuable insights and improve overall user experience.
Personalization of customer approach
Companies that address their customers as “Dear Customer” in newsletters or e-mails are beyond help. Customers simply want to be addressed personally – by name and ideally also by a topic that lets them know that they and only are meant.
For example, an invitation by name to come to the boutique to change the battery of a Montblanc watch. This can be done easily with the appropriate database structure, a self-learning system in the background, and, above all, the right setting. Those who miss this and continue to spam customers need not be surprised if they press the unsubscribe button and thus get lost.
Interaction
Those who equip marketing activities and corporate communications with interactive elements achieve two things: (longer) attention and customer feedback.
The spectrum ranges from time-honored prize competitions or quizzes to augmented reality and gamification.
Making these playful technical elements an integral part of customer communication is no longer complicated and expensive but has a lasting effect on customer perception.
Interactive elements are the booster for good content.
Buying instead of making
Remember the motto: “Don’t do everything yourself.” With the ever-growing complexities of marketing, particularly online, it’s more efficient to outsource certain tasks to specialists (regardless of gender). Engaging agencies that specialize in market research, content or video production, SEO, or online stores can help achieve critical mass and streamline the process.
