At the consumer’s pace, so walks the marketing and communications industry. And as leaders, we don’t just adapt, we evolve with the market. Some of the trends that brands are implementing are:
Producing on video because consumers are all over this type of content.
Marketers are betting on video. HubSpot has named video marketing as “one of the most important trends, if not the most important one today and probably for the next five years”
This type of content gets more traffic and interactions. Studies show that short videos are more successful. By the way, “short” means 2 minutes, and it will probably mean less time soon.
Answer the call of diversity.
Consumers trust brands that represent diversity. Studies show that consumers are more likely to support brands that are authentic in their advertising, that demonstrate inclusiveness, and that represent diversity. More important, consumers are willing to stop buying from brands that do not represent their values.
It is relevant to ask yourself, is the market of the region correctly represented in the marketing strategy of my brand? Making sure to meet inclusion and diversity objectives aligned with your company’s values is undoubtedly a key to success.
Work towards improving trust in AI.
Although there is still a perceived barrier of fear among consumers, we know that AI will be more accurate in 2023 and that consumer’s trust will improve from this.
What will this precision be about? According to experts, data collection and training is now more effective, resulting in AI bots responding to users in a more coherent and consistent way. This also results in a higher confidence indexamong consumers.
Conclusion:
From where we see it, the industry works to walk hand in hand with consumers, be part of their day to day, and transform with them; 2023 looks set to respond to all kinds of needs, from producing ad hoc content to preferences, to investing in next-generation technology to improve trust. The MarCom industry is always moving forward.
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Sources visited: Forbes, HubSpot, explodingtopics.com
Association Communications Team
