As we venture into 2023, it’s time to start developing plans to market to your target audience most effectively. Technology continues to make immense strides, and marketers need to be able to balance traditional marketing tactics with new ones to maximize results. With thoughts of financial hardship and recession on many people’s minds, here are some tips to help optimize your marketing strategy in the new year and build a reliable approach for the most success.

1. Influencer Marketing

Influencer marketing took off on social media in 2022 and is only expected to grow in popularity in 2023. Influencer marketing is so popular because it has a high ROI, on average bringing in $5.20 for every $1 spent. Influencers are more organic than traditional advertisements, and therefore have better success in connecting with the target market.

2. Artificial Intelligence

Artificial intelligence has been integrated into almost every digital platform, making it easier for marketers to acquire data about their audience. Algorithms are extremely helpful in understanding the social media posts and advertisements that customers engage with, which is valuable information for marketers. Customers are expected to demand more personalized experiences in marketing in 2023, and AI-driven marketing will help achieve that.

Chatbots are one form of artificial intelligence that is expected to be especially important in 2023. Chatbots allow customers to troubleshoot and seek help quickly and easily, as they don’t have to wait to talk to human customer service reps. Likewise, live customer service reps will be more readily available for complex problems that chatbots can’t handle.

3. Livestream & Short Form Video

 Alongside TikTok, many social media platforms are incorporating more video content, as opposed to static photos exclusively. It’s estimated that consumers spent upwards of 548 billion hours streaming content via their mobile devices in 2021. Livestream gives consumers the opportunity to engage “firsthand” with brands and influencers who are promoting a product. Livestream is a much more intimate and “real” way to reach consumers, as opposed to a simple social media post.

As consumers’ time spent on social media has increased, each individual’s average attention span has decreased. Short-form video is expected to be a very effective marketing tactic in 2023, tailored to this decrease in attention span. TikTok and Instagram Reels currently garner the most attention on social media, and marketers need to adapt and take advantage.

4. Zero-Party Data

 While artificial intelligence is expected to use algorithms to extract user data, zero-party data gathering is also expected to be important for businesses and marketers in 2023. With more privacy laws in place, form-building can be helpful in learning more information about your target audience to market most efficiently.

The customer experience and SEO are of increasing importance in the marketing realm, and zero-party data gathering is a step marketers can take to optimize the customer experience. Customers also expect more personalized experiences as marketers have the ability to gather data, with zero-party data gathering at the center.

Not sure where to start? We are here to help.

 Optimizing your marketing strategy around up-and-coming trends will help set you apart from the competition. Our in-house team of subject matter experts are here to help you navigate the ever-changing media landscape. Contact us today and let us help you build your brand platform for 2023 and beyond.