Marketing and society are constantly evolving, and it can be difficult to keep up with all the latest trends. Fortunately, we have summarized for you the most important and robust trends for 2023 in terms of society, culture, strategy, and technology.

In this article we will discuss:

  1. Content marketing
  2. Chatbots and AI
  3. Using TikTok as a brand
  4. Communicating with Generation Z
  5. Augmented reality in marketing
  6. Email marketing for product launches
  7. Outsourcing and the role of AI

Ready?

Hello Future!

Content marketing

Content marketing is one of the biggest confirmations of marketing at this time in history, and it is not going away anytime soon. This set of channels involves creating and sharing content such as blogs, videos, infographics, ebooks and more to engage customers and build relationships with them. The goal is to provide valuable ideas and content that help potential and loyal customers make informed decisions about products or services and become a "perceptualleader " in a certain market. Content can be used to drive traffic to a website or to increase brand awareness.

Within content marketing we clearly find social media.

They have now become an essential part of any successful marketing strategy.

But it is no longer enough to have a social media presence; brands must actively engage with their audiences and create content that resonates with them. Social media allow brands to interact directly with customers, respond quickly to questions or complaints, and promote their products or services in creative ways. Brands should focus more than in the past on building relationships, engaging in conversations and responding promptly to customer comments and messages. However, we know that this has not always been the priority (understatement). For years, the market has preferred to see social as mere "tubes" in which to push messages and content.

Beware, not all that glitters is gold.

Social media works best on "heavy buyers," that is, the most loyal and responsive customers. Left out entirely are the "light buyers," i.e., new potential customers or episodic buyers, but they allow brands to grow.

Therefore, it is better to combine social with a very high quality blog on your own site. That is why we prefer to consider social media as a part of content marketing, and not as a channel that lives a life of its own.

Social networks still taking center stage, but with strategy

Chatbots and AI

In today's digital age, companies are constantly looking for ways to interact with customers. One of the best tools for this purpose are chatbots, computer programs that can simulate a conversation or interaction with a user in natural language.

Chatbots have clearly become an integral part of marketing strategies, needless to deny, because they can save companies time by automating customer service processes. Having a bot on hand to answer frequently asked questions and provide basic customer service frees up time for human customer service representatives who can then focus on more complicated, higher-value-added tasks. This allows them to be more efficient and productive during the workday, resulting in improved service. In addition, chatbots are available 24/7 so that customers can always get quick answers even when normal business hours are over.

Improved customer satisfaction

Chatbots contribute sensitively to improved customer satisfaction by providing personalized experiences for each individual person. With the machine learning capabilities enabled by recent algorithms such as GPT-3, bots are able to recognize patterns in conversations, learn from past interactions, and adapt their responses accordingly. This helps create tailored responses that meet the needs of each human, leading to better overall liking in the interaction toward your services or products. In addition, having someone available, even if it's just a bot, to answer questions right away makes customers feel that their concerns are being heard and addressed quickly and efficiently. If this sounds like little to you, we assure you that it is not, especially for end-customer-facing B2C brands.

Costs and errors

Finally, one of the obvious benefits of using chatbots in marketing is obviously the cost savings. Automation of some processes eliminates the need for additional staff, saving on training costs and salaries associated with hiring new employees. In addition, the presence of an automated system results in fewer errors than those made manually, thus reducing the number of refunds due to errors or misunderstandings between customers and staff.

GPT-3 to GPT-4

With the release of OpenAI's Generative Pre-Trained Transformer 3 (GPT-3) and its upcoming GPT-4 model , we are poised to witness a quantum leap in chatbot development that could potentially revolutionize the way marketers use chatbots

GPT-3 is an artificial intelligence language model that can generate human-like natural language with a simple user request. It was released by Silicon Valley-based OpenAI in 2020 and has received wide interest from technology companies around the world. GPT-3 can write poetry, prose and compelling dialogues using only the most basic instructions. It can even complete tasks such as summarizing articles or converting text from one language to another with impressive accuracy

With the imminent release of GPT-4 on the horizon, we can expect even more advanced capabilities for chatbot technology. This new version will be even more sophisticated than its predecessor and could enable chatbots to produce language indistinguishable from human language, with all the emotional nuances and subtle interpretations intact. We may even see GPT-4 used to completely replace human support agents in some areas.

The biggest improvements in GPT-4 will be mainly on the ability to understand a broader context, bring in more factual information, and generally give a more satisfying and less "trivial" response than GPT-3.

OpenAI is turning the world of chatbots upside down (for the better)

TikTok

TikTok is the fastest-growing social media platform, and we have talked about it many times and with lots of statistics. It is a great way to reach your target audience, engage them and build relationships. But how can you use this platform for marketing?

The first step in leveraging TikTok for business is to create content that resonates with your audience. You need to create videos that are interesting, entertaining and informative. As a business, consider creating tutorials or behind-the-scenes footage of your business, so that viewers can get an inside look at what you do; this is usually much appreciated. You should also take advantage of typical platform features, such as anything that allows users to collaborate along with videos. This helps to spread awareness of your brand and increase engagement levels.

Another way to use TikTok for marketing is to use influencers or microinfluencers who have a large following on the platform. Working with influencers allows you to reach a new audience and gain visibility for your brand. Campaigns of this type should be tailored specifically to your target audience; not all influencers are the same.

Finally, don't forget the Hashtag Challenges! These challenges are fun and engaging ways for users to interact with each other using branded hashtags and hashtags related to your company or products/services. This encourages users to create content featuring your brand or product while increasing visibility through user-generated content(UGC). Hashtag challenges can also help increase engagement levels and drive traffic back to your website or social media accounts

Generation Z

Are you struggling to capture the attention of Generation Z? You are not the only ones.

This generation of digital natives is tech savvy and constantly connected, making them difficult for marketers unfamiliar with their online behavior patterns to reach.

Gen Z has grown up with mobile devices and expects instant gratification. They are looking for meaningful experiences that they can easily access through multiple channels, so your marketing strategies must meet their needs to be effective. It is essential to understand their priorities, values and preferences to create a strategy that resonates.

Being authentic

Authenticity is central to Generation Z marketing. Teens are wary of traditional advertising techniques and look for brands that share their values and are able to offer them unique experiences. To capture their attention, you need to demonstrate transparency and authenticity in your messaging and content. Be sure to use language that conveys honesty-this will help build trust in your target audience.

Diversity

It is important to create compelling images and content that reflect the diversity within your group. Diversity should be represented authentically in all your materials, from the images used in social media posts and website content to the videos created for YouTube campaigns.
Adapt your content strategically.

And don't greenwash diversity. Please.

Gen Z want personalized experiences-they want content tailored to them. To ensure success, mix your content offerings by including images, videos, text posts, polls/questionnaires, live streams or chats, etc., and interactive elements such as quizzes or games on all channels used by Gen Z (social media platforms such as Instagram or TikTok). This will make it easier for them to find relevant information quickly, while keeping them engaged at the same time!

Gen-Z changes the rules of the game

Examples of success

Several brands have had success with marketing operations targeting Gen Z.

Instagram, for example, launched the "We Make Today" campaign that features online personalities recognizable to Gen Z and emphasizes user-generated content.

We Make Today

Glossier fulfilled Gen Z's desire for firsthand experiences with the opening of its first store in New York City, featuring interiors very much in line with the brand and encouraging customers to share the experience on social media. The launch of Under Armour 's Curry Brand was a success thanks to its partnership with Steph Curry, an influencer Gen Z cares deeply about, and thanks to its cuts, upbeat music, and inclusion of media such as FaceTime and text messaging.

Opportunities in AR marketing

Augmented reality (AR) is becoming an increasingly important part of marketing and brand engagement. For marketers, the use of AR offers an opportunity to create engaging experiences for customers that can influence their purchasing decisions.

Why use AR?

Augmented reality has become a powerful tool for marketers because of its ability to create unique and engaging experiences for customers. This technology allows marketers to include customers in ways that traditional marketing methods cannot match. It also provides more opportunities for interaction and feedback with customers, which can lead to better products and services in a "positive feedback loop."

The use of augmented reality in marketing can help build trust between customers and brands by providing transparency into the production process and allowing customers to see how products were made or assembled. This resonates with what we recommended for TikTok: the more you open up and offer backstage and behind-the-scenes stories, the more you will be appreciated. AR lends an extra touch to this activity.

Finally, it helps create a sense of immediacy, enabling professionals to distribute content quickly without having to resort to physical locations or expensive media campaigns.

Successful campaigns and experiences

Many brands have already used AR as part of their campaigns, including Miss Dior 's Google Lens experience and Burberry 's Olympia collection pop-up event at Harrods. Another example is IKEA 's Place app, which uses Apple's ARKit technology to allow customers to virtually place furniture in their homes before purchasing it. This allows users to get a better idea of what the product looks like in their home environment before making a purchasing decision.

Email marketing in 2023

Email marketing has become a powerful tool for businesses around the world. With89% of marketers using email as their main business generator, it is absolutely certain that its power and popularity will continue in 2023. It is an effective way to reach customers and build relationships with them, especially during a product launch.

The obvious benefits

Email marketing offers several advantages that make it a more attractive option and explain its continued success. First, it is cost-effective: you do not have to spend a lot of money on advertising or promotion when using email lists. In addition, it can be used to target specific segments of your audience.

Literally: email + CRM = yeah!

You can segment your list by factors such as age, geographic location, gender, interests and more, allowing you to better target those most likely to be interested in your products or services. Finally, email marketing allows you to easily track data and measure performance. You can easily see how many messages were opened and clicked on, which links were clicked on most frequently, and more, allowing you to continually adjust your strategy for better results over time

Using email during a product launch

A product launch is a critical time for any company, especially small businesses, and it is also an excellent opportunity to use e-mail campaigns as part of the overall launch strategy.

The best way to do this is to use lists of existing customers and potential customers who have signed up but have not yet purchased anything from you. This helps expand the profit margin of your product launch and build relationships with current and potential customers at the same time.

In our opinion, product launches will be the "killer application" of email marketing in 2023.

Time to harness the power of email marketing in product launches

Back to partnerships with quality agencies

Okay, we are biased here.

As the world of digital marketing continues to evolve and its now irreducible complexity and daunting costs(here an in-depth look at Google Ads costs), companies increasingly need access to expert support. Many companies will increasingly turn to marketing agencies as a cost-effective way to get the expertise they need and to gain access to industry knowledge.

There are many advantages to outsourcing your digital marketing needs. By using a third-party agency, you have access to a team of professionals who specialize in all areas of digital marketing. This means you can get expert advice on SEO and content creation, as well as social media and email campaigns. In addition, outsourcing allows you to focus on other aspects of your business without taking resources away from your core operations

Another absolute benefit of outsourcing is that it helps keep costs down, giving you access to high-quality services without having to invest heavily in hiring staff or purchasing equipment. In addition, marketing agencies often have specialized tools and technologies that give their clients a competitive advantage over competitors who do not outsource their needs. Finally, many agencies also offer additional services such as web design and development and online advertising support.

In 2023, outsourcing is expected to become even more popular due to advances in technology, such as artificial intelligence (AI). AI-based platforms are already revolutionizing the way companies manage their digital marketing activities, automating the most mundane tasks and providing real-time insights into performance data. As AI becomes increasingly sophisticated and easy to use, it is likely that many companies will turn to the AI-enabled platforms offered by digital marketing agencies instead of attempting to perform these tasks themselves.

If you want to delve into some case studies that show how our clients have been successful by outsourcing their marketing activities to us, you are spoiled for choice: in the "case studies" section of our site you have examples taken from small and large entities.

Our case studies

In summary

Outsourcing marketing needs is an effective way for companies large and small to keep up with the competition without investing too much money or resources to do it themselves. In 2023, this trend is expected to become increasingly popular. Similarly, email marketing and content marketing will continue to be one of the backbones of marketing, and will feature even more prominently in product launches.

We expect continued growth of TikTok, chatbots, and augmented reality as tremendous tools for increasing engagement with potential customers, particularly young Gen-Z digital natives. In this regard, brands that are inclusive and able to embrace diversity and personalization of messages in a non-rhetorical way will be increasingly valued.

Deep Marketing has already embraced these great challenges, and we want to be your ideal partner for a brighter and brighter future for your company. Contact us!

AI branding content marketing digital marketing influencer psychology advertising strategy content strategy TikTok sales