Brand content, local and proximity media, responsible communication… The major media marketing trends of 2023 revolve around two main themes that may seem contradictory: more human (CSR, inclusion…) and more technology (metavers, VR, content adapted to social networks…).
A trend towards influencer marketing, oriented towards more authenticity
Influencers are now the rainmakers of marketing as a whole. In a world where ROI (return on investment) is king (precisely), it becomes necessary to have “concrete” results, in terms of productivity, sales, when launching a marketing campaign. And influencers seem to be key players in this quest to measure the effectiveness of marketing campaigns.
But, more and more influencers raise the question of the qualified audience. After a rush to influence at any cost in 2021 and 2022, 2023 is shaping up to be the era of authentic influence. We are looking for content creators, certainly, but with a community that will correspond to the brand image of his company. The shared values and the veracity of the opinion given on a product are then more sought after. Collaborations are now more qualitative than quantitative.
CSR communication at the heart of marketing and media trends in 2023
The quest for meaning is one of the key values of post-COVID communication. In this context, the company’s Social and Environmental Responsibility must be particularly valued in media and marketing campaigns. Because CSR is very important to the public. According to a recent Harris Interactive survey on the importance of CSR, more than 8 out of 10 French people consider CSR commitments to be a priority for companies.
But this communication around the CSR commitment of companies must be particularly well thought out because there is a risk of suspicion of greenwashing. Here again, authenticity must be the priority. Whether the message is about inclusion, sustainability, or societal commitment, the associated marketing strategy must convey a clear, verifiable message based on real, very concrete results.
Immersion and Live Experience: phenomena to be developed
Experience is also one of the vectors of a successful communication and/or marketing strategy in 2023. To offer the customer an immersive experience at the heart of the company’s brand image, there is no need for technological supports (which can isolate or cut off from reality), just hybrid and powerful tools that will help customers “enter” the company’s universe and then fully integrate it. Immersion in real worlds is a tool increasingly used by major brands.
For example, the Nike House of Innovation NYC/000, which opened in New York in the summer of 2022, is a concentrate of futurism that elevates Nike’s expertise even higher. The “store” is designed as a laboratory, with employees in white coats. Screens cover the walls and the brand’s products are presented under glass like real works of art. It is possible to ask to personalize your sneakers in live and you can even visit a room in tribute to Lebron James. A great example of a complete and successful immersion in the world of Nike sneakers?
Storytelling and blog posts to address local and national targets
Content (only quality content) should continue to be one of the main axes for the development of an effective marketing and communication strategy in 2023. Inbound marketing implies addressing customers more “personally” and responding more precisely to their problems. For this, two tools remain important to use: storytelling allows you to create a story, to touch your audience with an authentic narrative, which will create customer loyalty. The blog article has SEO functions that are essential for good positioning in search results on the web. But in order to turn website visitors into leads, you also need to provide relevant answers to the concrete questions that Internet users ask. Blog posts need to be very specific, well written and aimed at both local and national audiences.
More inclusive content requested by all
Inclusive marketing is particularly responsive to this search for meaning among the public. The demand is for more accuracy and sincerity. Today’s audience wants to break the shackles, break stereotypes and is looking for communication strategies that will reflect the reality of “real people”. For the company, inclusive marketing allows it to reach new audiences while remaining loyal to its base. To do this, it is necessary to carry out a sociological segmentation that includes very precise criteria such as: the clients’ relationship to their body, their state of mind, their values of belonging, their attachment to the family, their perception of love, as well as their intersectionality, etc. And since each individual can be found in different criteria, this offers very rich and nuanced audiences, based on the deep identities of each person.
Inclusive marketing is even more important if you want to reach younger people. In fact, a Getty Images study found that for nearly 8 out of 10 young people, it’s important that the brands they buy celebrate diversity. In terms of consumption, 47% consider that having products specifically made for men or for women reinforces stereotypes. The younger generation wants to deal with brands that are inclusive and gender neutral.
Digilocal: developing a local conversational approach
In 2018, 76% of people who did a local search on their smartphone visit a store within 24 hours. After the various covid crises and since the reopening of the stores, local digital (digilocal) is on the rise. Local marketing becomes essential and it is now necessary to discuss with your active audience as well as with your future customers. Chatbots, instant messaging can help with that. 46% of Google searches are aimed at finding a local business, the good local referencing (Google My Business page, well referenced website, blog posts, social networks…) must be enriched with local digital advertisements perfectly targeted.