As we approach 2023, the marketing world has undergone significant changes. Technology advances and consumer behaviour shifts have transformed how businesses connect with their target audiences.
To succeed in this constantly evolving landscape, marketers must stay on top of the latest trends and best practices and be ready to adapt their strategies.
From the emergence of personalised marketing and artificial intelligence to the continuing expansion of social media, these trends are reshaping the future of marketing and are expected to have a huge impact in the coming year.
In this edition of Let’s Talk, we’ll delve into the key challenges and opportunities that marketers will face in 2023 and provide insights on navigating the marketing landscape in the year ahead.
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Dr. Rebecca Swift, Global Head of Creative Insights, iStock
“Amidst a new economic reality, companies of all sizes are finding ways of coping with new challenges. From large companies announcing mass layoffs to smaller businesses navigating increased prices, its effect on demand, and tighter margins; entrepreneurs and business owners are looking for strategies that offer guidance through these new struggles.
“According to iStock’s VisualGPS, consumers’ top world concerns rank between climate change, inflation, and increased costs of goods/services. More importantly, people continue to reconfigure and prioritise what well-being means to them, stating that on their life importance rank, the majority (63%) aim to have a better work/life balance, followed by improving their physical health (59%) and spending more time with loved ones (52%).
“Furthermore, 80% of people appreciate when companies they do business with acknowledge the challenges they personally face. What this could mean for businesses in 2023 is a need to picture their offerings through experiences that improve their customers’ individual and loved ones’ well-being; while acknowledging the problems and concerns they are currently experiencing and will continue to cope with over the course of the next year.”
Gavin Watson, Industry Lead Marketing, Creative & Advertising at monday.com
“Amidst the context of the last three years, we have seen omnichannel strategies and personalisation emerge as two key pillars for marketing success. Brands that have deeply invested in both have experienced growth in customer retention and brand loyalty despite an increasingly competitive market. While these two marketing mechanisms will remain important in 2023, we can also expect risk and compliance to become an important third pillar for digital marketers.
“Now more than ever, CMOs and Risk Officers are working to create an authentic and memorable brand presence that resonates with audiences. As marketing channels multiply — TikTok, Twitch, BeReal to name a few — marketers need to move quickly to stay relevant and achieve cut-through with their target audience.
“The opportunities presented by these new channels are great but it’s important that compliance is prioritised. We can expect greater emphasis placed on risk and compliance mechanisms in the new year as brands install the right processes to avoid branding missteps and deploy solutions that empower teams to remain agile without potential slip-ups.”
Jamie Hoey, Country Manager, AU, Wunderkind
“Pop-ups have been part of the online landscape for decades. For much of that time, they’ve had a pretty poor reputation. But when used appropriately, pop-ups have a lot to offer and can very quickly become a primary means of gathering first-party consumer data that will, once cookies disappear, be even more essential to a brand’s marketing efforts.
“Be clear and concise. Pop-ups don’t give you a lot of space to work with, so get straight to the point and make sure your message is accurate and tempting.
“Inject the personality. Be creative, and don’t be afraid to showcase your brand’s personality. This helps to build relationships and establish rapport.
“Offer value. If you’re not providing a tantalising benefit or offering a tempting reason for a consumer to exchange their details, your pop-up won’t perform well. Your consumer is providing you with their data so there needs to be a value exchange for this to be effective.
“Don’t overwhelm. Used ineffectively, your pop-ups can infringe on a consumer’s actual journey, so frequency and timing play a big part in how effective they can be – use them tactically and timely to reduce the disruption for your consumer.
“Get them before they leave. Exit pop-ups, designed to capture attention when a visitor is on the verge of leaving your site, can work well, but the offer needs to be attractive – a 10% discount, free delivery or free gift with purchase, for example.”
Jonathan Ryan, Head of ANZ Region, Infobip
“The business-to-consumer landscape is changing. Customers now want faster one-to-one interactions with their favourite brands. As a result, hyper-personalisation, automation, and 24/7 availability will take centre stage in 2023.
“We see these industry trends on our platform with substantial increases in cloud contact centre interactions and chat apps as key for marketing, sales, and support – as well as year-on-year growth in the use of digital channels for customer communication.
“Omnichannel will be the foundation for future success. We’ve seen the use of rich digital channels skyrocket, with 80 per cent more WhatsApp interactions and 62 per cent more RCS interactions taking place on our platform this year. Traditional channels still play a significant role in business-to-consumer communication, with 75 per cent more SMS interactions and 91 per cent more email interactions.
“With 5G here and 6G on the horizon and more talk about the Metaverse, we expect to see a new world of B2C interactions within the next few years. Conversational experiences will become the norm – and the entire customer journey will be a combination of our favourite channels, features, and technologies.”
Alice Williams, Founder, Ovira
“The biggest opportunity coming up for marketing and advertising is the prevalence of artificial intelligence. Companies that have been previously able to succeed through organic and paid marketing methods are now faced with a new challenge: the race towards AI.
“Machine learning algorithms present an opportunity to transform advertising efforts, tasks and teams like never before. Although AI offers obvious advantages for businesses seeking fast growth by predicting customer buying behaviours, it also presents major challenges for those unable to compete with this level of innovation.
“But as the future of marketing continues to evolve, so do customer expectations. It’s now essential for brands to keep up with new trends like AI to remain competitive, boost marketing efforts and increase overall company performance.”
Patrick Galang, Sales Strategist, Setters & Closers
“In the online education industry, there was a definite shift towards building a personal brand in 2022. It was mainly influenced by one man, Alex Hormozi, who built a massive following by creating value-driven content.
“In 2023, online business owners who double down on their personal brand will see success through organic efforts. Particularly with the use of short form videos as well as guest appearances in podcasts.
“In an even more sceptical population, strong personal brands will allow for potential buyers to build that trust faster and ultimately help them make buying decisions.
“With client acquisition on the rise via paid ads, businesses that do not adapt will suffer. Although it has to be said that a change from Facebook ads to other platforms such as Tiktok and YouTube has gained a lot of momentum over the last year. Expect that to continue in 2023.”
Elise Balsillie, Head of Thryv Australia
“Winning customers will come down to quicker and more personalised customer communication in 2023. Businesses that communicate across multiple online platforms including email, social media and online reviews will drive these connections further.
“What’s working is keeping marketing expenditure up in uncertain economic times. Small businesses aren’t just the backbone of the economy, they are the economy, so it’s important to keep visible and front of mind.
“What’s not working is the lack of cybersecurity in a small business. Businesses who don’t put cybersecurity on their priority list will mean big losses. Customers that don’t trust your business won’t buy from your business.
“A challenge in 2023 will be utilising online tactics such as SEO and mobile websites more effectively, helping to put small business brands in front of customers first. URL rankings and local listings should be at the heart of any online marketing strategies.
Tracie Ellis, CEO, Renovators Directory
“The challenges of online sales and marketing are consistent regardless of your business and the industry your work is performed in. When there is plenty of work in the pipeline it is easy to push marketing in the too hard basket – this is a big mistake. Settling with the idea that “we have enough work” is a dangerous place to be.
“Implementing and measuring online sales and marketing strategies is key to successful business, and must be active and in place at all times. Selling is a skillset in itself. Every business is in the business of selling. If you aren’t selling, you simply do not have a business. Delivering a top product or service means first class customer service. Customer satisfaction and return clientele are key to success and it is imperative to measure this. For every 10% of customer base lost because of poor satisfaction, there is a need to generate 30% more sales.
“By determining a set budget and then researching where your business will get the longest and broadest exposure will ensure consistency in the business’s online presence. A consistent presence as an industry expert is key to success in any online marketing strategy.”
Marcus Marchant, CEO Australia and New Zealand, Vista
“With all businesses expected to tighten their belts in 2023, we will see them focus on marketing tactics that will produce the most bang for buck, in the shortest amount of time. Typically, we see a healthy mix of short-term tactics and longer-term campaigns, but in 2023 we will see more focus on the former.
“Cost-effective tactics like email marketing, and social media will be where we will see most investment from businesses. With half of the world’s population using email, email marketing offers an incredible opportunity to connect with your customers, deliver key messaging and drive engagement, sales and revenue for your business.
“Social media allows your business to share its brand across various platforms while creating a consistent look and feel. This consistency is the foundation for building a reputable brand and business. By using the same logo, font and brand colors, you create an authentic online presence…and authenticity is a must-have when it comes to building trust in your customers.
“By nature, it’s more cost effective to focus on existing customers as opposed to customer acquisition, so we’re set to see more personalised content designed to upsell customers already in the sales funnel. It’s going to be all about content, with a huge focus on user generated content. Businesses should encourage their customers to share their experience and create content that can be leveraged across owned channels – site, emails, social. To achieve this, focus on building positive relationships with customers through personalisation.
“Ultimately, those that produce and put-out well-thought out, relevant, personalised and engaging content, will see the results across these two platforms.”
Doriena Parsons, National Head of Strategic Communications and Marketing, Moore Australia
“B2B marketers are going to have to get comfortable with platforms and processes that traditionally haven’t been part of their wheelhouse, and they will have to bring decision makers in their organisations along on the journey.
“As we are moving out of ‘pandemic-style content creation’, users and consumers are going to become less forgiving about low-quality content and visuals. Video content will be key and remain one of the most important formats, but long-form will have a role to play.
“Brands will need to ensure their content is up to scratch, consistent across multiple localities and adapted to the platform on which it is being displayed. Personalisation of content will become more prevalent and anticipation marketing will soon start dominating. Ad platforms will continue to change how they allow for the targeting of ads to bring this to the forefront.
“The role of artificial intelligence (AI) in content development will continue to increase and over the next few years we will see marketers and content creators becoming increasingly comfortable in using a range of AI tools to aid work processes. Especially small businesses without dedicated marketing resources or large marketing budgets will start to see the benefits of these tools soon. Although the technology is still in its early stages of development and can still be a bit ‘hit and miss’, some AI tools can offer great assistance in the quick turn around of work and even helping to overcome the dreaded writers’ block. AI is here to stay.
“We are now clearly starting to see the generational shifts across platforms and behaviours. Advertisers and brands will need to think strategically about their audiences, their ‘digital hang-outs’ and the content they expect to see and wish to consume. This applies to any type of business, whether you sell physical goods or deliver services.
“Professional services networks, for example, will have to think differently about the recruitment of their next generation of staff and the role digital and social media play in this process. Very soon, basic Seek ads will no longer cut the mustard.
“As this next generation of employees matures, our client bases will also mature, and the same concept will apply to client recruitment and lead generation for professional services. Business Development and marketing will need to start working closer together in order to ensure the right people see the business at the right time.”
Brianna Vidal, Director, Affinity Marketing
“With the pace at which the marketing world moves, it’s easy for business owners and marketers to get overwhelmed. Digital channels are evolving at rapid fire, yet some of the ongoing trends we see for 2023 include; short-form video content, social responsibility, mobile responsive everything, a heightened need for sales and marketing alignment and using social to support customer relationships.
“The biggest challenge is ensuring your marketing strategy translates to the language the C-level and/or Board want to see. Align the marketing goals to the business goals – it’s a two-way process, and marketing leaders need to be crystal clear on their vision and intended results so that stakeholders can communicate it well to others.
“Most decision-makers are less interested in specific marketing projects and are more interested in how marketing expenditure is going to impact the broader business priorities and goals. Round out your proposed strategy with a detailed roadmap including timings, channels and expenditure, and be laser-focused on your KPIs and how you are going to measure and report on them.”
James Bradshaw, Managing Director, Red Paddle Australia
“Those who got into paddleboarding during lockdown have discovered the huge range of benefits it offers. Whether that be for fitness, family, mental and physical well-being or social reasons, people have become paddlers and SUP has become a big part of everyday life. This increase in expertise means customers are demanding more from their kit and are actively searching for quality kit to enhance their experience. This kit not only needs to perform but be built to last in the harsh Australian climate to provide reliability and to meet the environmental credentials many outdoor enthusiasts share. As a result, we’re starting to see a big shift towards our range of water-based accessories, with online orders up 250% year to date as customers look to invest in the brand and products they can trust across a number of activities.
“Elsewhere, we’re starting to explore brand-retail partnerships. Brand partnerships are nothing new from a marketing and design standpoint, but they are historically executed independently through a brand’s owned stores and sales channels. Brand-retail partnerships work with a brand’s owned store network to offer complimentary (rather than competitive) product lines within the physical retail space.
“When done right, they can reinforce a brand’s reputation and values whilst offering a new and unique experience to customers through unexpected access to brands and products.
“Our range of premium water-based accessories have a wide appeal and span a number of activities, opening up a whole new retail frontier for brands and us looking to offer something new to their customer base.”
Olivia Jenkins, Founder, Olivia Jenkins Consulting
- “Static content is out; audio and video content is in
Video is continuing to increase in popularity as brands embrace video at every touch point, including web, email and social media. Instagram doubled down on video content when it released its new algorithm in 2022, and we will continue to see a preference towards more humanised forms of content like audio and video.
- Focusing on CRO in isolation from the customer journey is out
Focusing purely on conversion rate in isolation of customer experience is out, as brands focus on a holistic customer experience that results in a longer lifetime journey. Customers are savvier than ever and brands are aware that taking a short term view and optimising CRO without considering overall customer experience is short-sighted.
- Partnerships and collaborations with influencers will continue to rise
Brands will continue to embrace macro, mid and micro-influencer collaborations over celebrity endorsements as they have proven to deliver a significant ROI and impactful results. Forming meaningful and long-term relationships with influencers will be paramount to a brand’s success as customers become increasingly savvier with understanding the commercial relationship between brands and ambassadors.
Melissa Devereaux, founder and director, Laila and Me
“We are an Australian-based pet food and treat manufacturer that is solely an e-commerce business that relies heavily on digital marketing.
“This year we pivoted and changed up our digital strategy from just running paid Meta and Google ads to focusing on building a community around our social channels. We found that putting a lot of behind-the-scenes content on our social channels built brand trust with our customers, we also put raw content on our ticktok that wasn’t heavily styled or edited, and that basic content resonated with my audiences a lot more. I think there is a big opportunity for Tiktok and TikTok advertising.
“We also focused on building our email and sms marketing lists during the year by running competitions as well as enticing them with a free gift with a purchase strategy upon email sign-up. This worked well over our busy sales periods EOFY & Black Friday as we didn’t run any paid adverting and relied solely on our own customer lists and increased revenue by 48% with a 17% decrease in Meta and Google ad spend.”
Abbie White, CEO, Sales Redefined
“Do your sales and marketing teams need marriage counselling? We’re calling it, 2023 is the year to end the great divide and think SMarketing! SMarketing is where sales and marketing come into alignment to deliver epic ROI and results.
“With over 44% of millennials wanting a seller free experience, and B2B procurement organisations forecasting that 59% of their annual B2B purchases will be through websites and other online channels by the end of 2023 a fundamental shift is needed.
“The only way to be successful with your online sales and marketing in 2023 is to join forces and build your digital sales funnel. Anything short of this will lead to a leaky and lacklustre funnel.
“The rewards and competitive advantage are there for those that think SMarketing and can build their digital journey. Only 8% of companies have a strong alignment between their sales and marketing, those that do generate 209% more revenue.”
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