As we head into the early few weeks of 2023, it’s important that you continue to shift your planning strategy as trends are identified within the media landscape. By building an effective plan, being informed, and ready to adapt in the first few weeks of the year, you can help set your brand up for success. 2023 is expected to build on a lot of what marketers were introduced to at the end of 2022, most of which relates to data-gathering and marketing to increasingly niche audiences.
We are here to help, and explain more of what your brand can expect to see!
Podcasts, Podcasts, Podcasts!
Podcasts are all the rage lately, with an endless number of genres and topics for audiences to choose from. For marketers, podcasts open a new avenue to connect with untapped audiences, or further connect with existing audiences.
Advertisements are seamlessly weaved into podcasts episodes, meaning they capture the audience’s attention and are more memorable than ads on other platforms. For example, those who listen to audio podcasts are 65% more likely to eat out at a restaurant every 2 weeks, and sport podcast listeners are 75% more likely to by a house in the coming year. If your brand is already incorporating audio advertisements into traditional radio, it only makes sense to expand those advertisements to podcasts as well.
With so many personalized streaming audio options available, listeners are more likely to put on their own songs or podcasts when they get in the car as opposed to what the traditional radio has to offer.
The World of the Metaverse
While the metaverse is not an entirely new phenomenon for 2023, the metaverse is growing and becoming more prevalent for marketers. Augmented reality (AR) and virtual reality (VR) are currently the most accessible forms of the metaverse impacting the market.
While both AR and VR can be advantageous in terms of better connecting with audience, marketers need to develop a way to measure the impact of these 3D experiences. Unlike traditional advertising, AR and VR don’t provide marketers with the typical path to purchase they can use to analyze impact. The impacts of the metaverse are measured both quantitatively and qualitatively, giving marketers even more insight into consumer behavior. The metaverse is certainly unprecedented, however will be extremely advantageous in 2023 once marketers adapt to it’s unique functions and develop strong measurement tools.
As the scope of the internet continues to expand, so do the privacy laws that limit marketers’ ability to gather data about consumers. Similar to the concept of the metaverse, brands need to develop new ways to gather information about consumers without relying on third parties like Meta. In a world where consumers expect more personalized information, yet marketer access to that personalized information is becoming more limited, this will certainly be a challenge and focus for 2023.
In addition, with increased visibility on the internet with the rise of the metaverse and web 3.0, brands need to be aware of where their advertisements are appearing. 70% of consumers in the UK explained that they judge a brand based on the surrounding content on a website, or other proximal advertisements. Privacy and data-gathering is going to be an important consideration in 2023 both internally for brand perception, as well as externally for customer behavior.
We are here to help you plan ahead while the new year is still fresh. Being ahead of the game and building a strategy around what we predict to see in the market in 2023 will help separate your brand from tough competition. Contact us today to put your best foot forward in 2023.