In a time of daily world-shaking headlines, the advertising and marketing industry does not show any signs of slowing down in 2023. Advances in Artificial Intelligence are sure to be reflected in the tools that agencies use to more effectively target audiences. Businesses will need to go all in on authenticity to build and maintain trust with their customers. Video Content will continue to dominate the market, but will become even shorter to capture consumers’ attention spans. In fact, the quality of Content in general will be the determining factor for a brand’s success, rather than the specific platform a brand chooses to advertise on. Finally, those who don’t learn to use data will be left in the dust. Without further ado, let’s dig into our predictions for 2023:
Harnessing AI for Optimized Digital Marketing Campaigns
While we haven’t found a chatbot that can replace our copywriting team (yet), recent breakthroughs in AI and machine learning have shown that these tools will be disrupting a wide variety of businesses and create many opportunities for people who are willing to embrace them. One of the things we’re most excited about is the potential for machine learning to help us understand data, such as user impressions, click-through rates, and targeted ad effectiveness. We predict that marketing and advertising agencies will be harnessing these emerging technologies to make their strategies more efficient than ever.
The Reign of Authenticity
Marketing and Advertising agencies are going to focus their efforts on authentic user interactions and personalized ad content. As consumer savviness continues to increase, users will expect more transparency and honesty from businesses of all industries. If a company says it is green, users will want evidence of their dedication to environmental protection. If a user agrees to give a company their data, they will want to make sure it’s not being abused. Companies that make big promises that they can’t keep will see the lack of trust reflected in their bottom line.
Short But Sweet Video
Video advertising content will continue to rise in popularity. It will also follow the trend of being shorter and sweeter. Businesses that can harness creativity and sell their message in less time will find users responding more favorably to their content. As Instagram invests in reels, and TikTok continues to hold the attention of a growing audience, businesses will need to capture users’ attention in less time than ever. You can quote us on this: the best ad of 2023 will be under seven seconds long.
Consumers care about content, not platforms. Twitter, once a juggernaut in the digital media landscape, is now being abandoned by users and advertisers in droves, and by this time next year we could potentially see it going the way of MySpace and other social media platforms of yore. It’s a lesson to brands everywhere that their content is what matters most, not what particular platform is hot at the moment. Whether it’s mobile apps and social media Facebook, YouTube, traditional advertising, or some new app that hasn’t come out yet, brands will need to be able to scale their advertising, messaging, and marketing across platforms. This means a brand’s logo can’t just look good on a billboard, it needs variants that are recognizable on a tiny corner of a phone screen, and everything in between. Brands that can utilize multiple platforms will be more successful than ever. We will see some extremely creative iconography as companies make their branding more flexible.
Data Fluency Determines Destiny
As walled garden platforms increase in number, and the Nielsen rating decreases in accuracy, the industry will streamline and standardize new KPI’s for advertising and marketing. We will see new ways of measuring the value of advertising dollars by the end of the next year. With slower economic growth reflected in consumer spending, and companies being more discerning with their ad buy dollars, we can predict the industry will have a new Nielsen by the end of 2023.
Well, that’s a wrap, folks! Those are our predictions for the new year. We’re excited to see where the industry goes in 2023 and how many of our predictions will come true. If you’d like to work with us or learn more about how we’re embracing the latest breakthroughs in the industry, we’d love to talk to you.