10 Marketing Predictions for 2023

In the past year, the business world has witnessed the ups and downs of countless brands, some of which have failed, and some of which have become popular. For brands, it is more important to grasp the regular logic behind the popularity or failure. So, what changes will occur in marketing trends in 2023? The author of this article summarizes 10 marketing predictions, let's take a look.

It is already 2023. Looking back at the past year, we have experienced many unforgettable moments: the successful Winter Olympics, the exciting World Cup...

In the business world, we have witnessed countless brands rise and fall, some fail, and some become popular. For brands, they want to try to grasp the regular logic behind it, whether it is a lesson from the past or a secret to success.

Now that we have experienced the three-year pandemic, we are finally seeing the relaxation of the epidemic, which makes us look forward to the new year. Enterprises also need to make predictions in advance in 2023 and adjust their strategies in time.

What changes will occur in marketing trends in 2023? Here is a prediction based on cases and experience.

01 Marketing Digitalization: The New Normal in the Future

Since the outbreak of the COVID-19 pandemic, the continued quarantine measures at home have caused the public to spend more time online. This has also caused brands to focus more on online activities, prompting digital transformation of marketing.

The report shows that 61% of advertisers "strongly agree" with the marketing view that "digital transformation of marketing is very important", and a consensus has been reached on digital transformation.

The degree of digitalization in different fields varies greatly. E-commerce operations, user operations, and advertising are the most digitally applied in the marketing field.

In the process of digitalization, the application of innovative marketing forms has a high expectation. Live broadcast, private domain, and social group marketing have been used by more than half of them. In 2023 and even in the future, marketing digitalization will become the new normal.

02 Health Marketing: Opportunities in the Post-epidemic Era

Now that the epidemic has been eased, various unpredictable "yangs" have become the norm in recent life, and consumers' demand for "health" continues to increase.

For example, Liu Genghong became popular this year, and a live fitness craze swept the country. With a mobile phone, a stand and a yoga mat, aerobics for a family has become one of the must-have entertainment activities after meals for many families. This also confirms the potential behind health needs.

This trend will only continue to rise in 2023, and it will be a great opportunity for products and marketing methods related to health and wellness.

03 Metaverse Marketing: Brand Marketing is Coming

The concept of the metaverse has become popular since 2021. As technologies such as virtual reality continue to mature, many brands have entered the market in 2022.

For example, China Daily launched the digital employee Yuan Xi, CCTV.com launched the virtual anchor Xiao C, and Baidu launched the AI ​​digital person Xi Jiajia. The era of metaverse marketing has arrived, and brands should be prepared.

In 2023, in addition to the establishment of virtual humans, brands can also pay more attention to the application of AI technology, real-time marketing, video marketing, mobile marketing and other means in the metaverse, and layout the metaverse in all directions.

04 Sports Marketing: Various Events Are Ready to Go

2022 is a big year for sports. The successful hosting of the Winter Olympics and the popularity of the World Cup have revitalized the sports industry. The upcoming Hangzhou Asian Games and other major events will continue this sports enthusiasm.

Sports marketing is a great marketing opportunity for brands. For example, during the Winter Olympics, Yuanqi Forest "bet three out of three" and bet on the right gold medal spokesperson, which brought popularity to the brand.

During the World Cup, Hisense, a Chinese sponsor, launched the advertising slogan "Second in the World, First in China", which won a large amount of traffic and earned enough momentum for the brand.

There are still many large-scale sporting events to be held in 2023, and sports marketing remains the preferred choice for all brands.

05 Brand-run broadcasting: the new trend of live broadcasting 2.0

In the earliest live streaming sales model, brands usually only played the role of suppliers, selling goods through anchors. However, the subsequent emergence of high slot fees, fake traffic, and self-broadcasting failures prompted brands to personally participate in live streaming.

For example, this year Dong Yuhui led the Oriental Selection live broadcast room to sweep the entire network, with a GMV of over 5 billion in half a year. At the same time, it also brought goods to support agricultural products, and New Oriental successfully transformed. In the second half of the year, the T97 coffee anchor's rap-style live broadcast ignited the live broadcast room, becoming a trend in Douyin live broadcast rooms.

In 2023, the trend of brand self-broadcasting should become more obvious, and different live broadcast formats will also allow brands to see new potential and explosion points.

06 CSR: Socially Responsible Marketing Trend

Nowadays, more and more consumers are willing to pay for brands with a strong sense of corporate social responsibility, and corporate charity is no longer a burden.

Especially in the current epidemic situation, society needs companies to give back more. From the perspective of brand marketing, companies fulfilling their social responsibilities is the foundation for building all brand images.

For example, in April this year, JD.com’s “suicidal logistics” went viral online and won many positive reviews, proving with practical actions that JD.com is a company with a sense of social responsibility.

In 2023, more and more companies will definitely include charity activities in their marketing plans. Such activities can not only win the respect of consumers and maintain a good corporate image, but also help business growth to a certain extent, which can be said to kill two birds with one stone.

07 Youth Marketing: Brand rejuvenation is urgent

According to statistics, in 2022, China's Generation Z population (born after 1995) will account for 20% of China's total population and 38% of consumption.

With the rise of young consumers of Generation Z, their demands for cultural, fashionable, technological, and healthy products are increasing day by day, bringing new development opportunities to brands endowed with health, personalized, and social attributes.

Nowadays, whether new or old brands, big or small brands, are using younger marketing methods to attract the attention of the new generation of consumers.

This will still be a major trend in 2023. For brands, if they want to survive in the long run, the old saying goes, whoever wins the young people wins the world.

08 Content Marketing: A Marketing Form That All Companies Need to Pay Attention to

With the increasing cost of advertising and the rise of short videos and live streaming, the boundary between content and advertising has become increasingly blurred, and good content is becoming the new wealth code for companies.

For enterprises, content is not just advertising, but also represents the flexible output of product value and the primary motivation for product consumption. More and more enterprises are beginning to establish "content factories" to ensure their own content value output.

In the future, the forms of content marketing will no longer be limited to pictures, texts, short videos, etc. Enterprises need to pay more attention to the upstream and downstream value chains of content output and promote business conversion through content marketing.

09 “Viral” Marketing: The Power of Fission Cannot Be Underestimated

Through word of mouth among users, products can be widely disseminated in a short period of time with almost zero marketing cost. This is a unique Internet marketing method with low cost and good effect.

Of course, there are some accidental factors in this marketing method, but most of it is through careful design, such as the popular game "Sheep" this year.

With the well-designed routine and "advertising traffic", "Sheep" has made enough money when it was at its hottest. According to information leaked online, the game's daily advertising revenue is as high as 4.68 million yuan, and the overall revenue may exceed 25 million yuan.

Although "Legend of Sheep" only experienced a brief burst of popularity before disappearing from the limelight, it undoubtedly proved another truth: Internet products have always been a game of manipulating human nature, and whoever controls human nature will succeed.

10. Experiential Marketing: A New Trend in Store Marketing

In the consumption of the new generation of young people, omni-channel personalized shopping is also an important factor driving the development of the retail industry. Brands nowadays are constantly improving the consumer experience, focusing consumers' attention on them, and allowing them to quickly feel immersed.

For example, the pop-up store model is the most typical experiential marketing method. It not only allows customers to experience immersive scenes, personal experiences, and interactive interactions, but also has social functions, which can fully meet the current consumers' needs to "show off".

Nowadays, more and more young people like to show their three-dimensional images on social networking sites. They link consumption with identity. For them, an interesting pop-up store experience, a unique photo, or a novel item are all topics and carriers of communication.

Nowadays, we can create more different experiences through tools such as 3D and AI technology.

The above is a list of marketing trends for 2023 based on current consumer and technological developments. In the new year when the epidemic is relaxed, many companies will also have the opportunity to overtake others. Seizing the opportunity will win the competition.

Author: Yan Tao Sanshou

Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"