Hot or Not Marketing Trends

The days are finally getting longer, the sun breaking through the cloudy skies and we're getting pumped with what’s to come. So, what is “in bloom” this spring and what are we going to toss right into the trash? 

The first few months of 2023 have already been very telling of how the year is going to go, but based on our insider knowledge, we also have a few predictions. 

Let’s start off with some trends that are coming in HOT. 
   

Hot 

Artificial Intelligence 

It is virtually impossible to get through the day without coming in contact with an article about artificial intelligence (AI) or news coverage about its latest uses. AI is everywhere, but we wouldn't say that's a bad thing. In fact, it has the ability to make marketing smarter while increasing efficiency and connecting with consumers. For example, by using AI to generate subject lines, marketers can ensure that every single one of their campaigns has an attention-grabbing subject line that will ensure people read what comes next. Additionally, AI can give you a head start when writing thanks to its ability to outline a blog just by entering a few keywords, main points and the article’s purpose.  

Right now, this strategy is blossoming, and we don’t see it slowing down anytime soon. We recommend familiarizing yourself with some of the popular platforms, such as Copy.ai and ChatGPT. New regulations are also going to be put in place as technology continues to develop. 

 

Rebranding 

Coming out of a pandemic, many changes have influenced how consumers view brands, research products and make purchases. Additionally, companies have also shifted internally how they view themselves, and many are finding a gap between their "new" brand and how the public perceives them. This is a popular sign that a rebrand may be in order.   

A rebrand is an overhaul or close examination of current brand assets, including messaging, identity and imagery. No company stays the same forever. A rebrand is a natural extension of a brand's ability to evolve and indicates its willingness to adapt and change to maintain success. We have noticed an uptick in how many brands take on this lofty task and reevaluate who they are as a company. 
   

Customer Experience 

A considerable focus of 2023 will be creating a holistic customer experience. UX designers are always looking for ways to make their users' experience as seamless as possible, and by putting yourself in the customer's shoes, you can figure out exactly how they interact with things like your website. 

A few increasingly popular UX designs include the adoption of night mode and immersive scrolling. Apple introduced Night Shift mode on the iPhone, changing the display from white to black to decrease light exposure, so it's easier on the eyes during the evening. The feature had a fantastic response from consumers and many brands are introducing the option to their sites.   

Immersive scrolling is a new way of storytelling that takes advantage of modern technology. With immersive scrolling, you can create an environment where people can explore at their own pace and see everything without having to click through pages or scroll down long lists. In fact, many people find this kind of experience more engaging than traditional websites because it allows them to explore on their own terms instead of having everything laid out for them in advance. 
 

Company Culture 

The line between personal life and professional life has become blended; people want to work at a place that shares their values and beliefs with team members they can connect with. Company cultures develop over time through the actions of leaders, employees and customers to create the overall vibe of an organization. It determines how people feel at work, how they interact with each other and how they view their job and the company as a whole. 

In today's increasingly competitive job market, companies find that culture is one of their most powerful recruiting tools and the hybrid work environment was a massive catalyst in forcing companies to rethink their culture. While pay and benefits are significant, studies show that people want more than just a paycheck. For example, having the option to work from home offers employees additional flexibility never seen before. 

Companies must put actual effort into developing a welcoming culture that people want to work in, and we're seeing this happening all around. They're taking the time to build an employer brand, and it's helping significantly with HR marketing and recruitment efforts. 
 
Best said by Leo Tolstoy, “Spring is the time of plans and projects,” so now's your moment to jump into action with a fresh perspective.  

Alright, now let’s not forget the importance of a deep spring cleaning. There are also a few items that need to be crumpled up and yeeted across the room into the compost bin never to be seen again. 

Not 

Inaccessibility 

As technology advances, it's crucial that we're also keeping people's abilities in mind as we develop new sites and features. At this point, there are no excuses for your website or marketing efforts to be inaccessible to the entire population. Low contrast and hard-to-read fonts are just the beginning when it comes to creating an exclusive user experience. Roughly every 1 in 5 people have a sort of disability that can make accessing the internet a challenge.  

It's time to tear down those barriers and make your website accessible. This includes adding alternative text, using text links, fixing automated captions and having proper color contrast across your content. Companies must take the time to create an inclusive environment for visitors with visual or hearing impairments, physical mobility disabilities and even elderly people. 
   

Serving search engines instead of people 

Believe it or not, the voice behind this text is not a robot but an actual human being writing to other human beings to provide content that will benefit you. You'd think that'd be obvious, but targeting robots, aka search engines, has been the focus of many content pieces out there. Even though we've moved past keyword stuffing, people are writing in a way that fits with a search algorithm rather than trying to create helpful content, and we really need to get away from that.   

Google took a step in the right direction with its Helpful Content Update that filters out unhelpful or irrelevant content to deliver original, unique content meant for people. Keep the "people-first" mindset in the forefront when creating content, sharing your expertise rather than regurgitating what others have already published. 
 

Celebrity endorsements 

The days of a celebrity simply holding a product and it immediately flying off the shelves are over; people just don't trust celebrities that much anymore. Why? People struggle to connect with them and find their advertising inauthentic.   

Younger generations are turning toward influencers to test products, share their opinions, and no longer blindly follow whatever celebrities say. This is where influencers come in; they share their life experiences and create relationships with their audiences. In fact, 50% of millennials trust influencers, versus just 38% trusting their favorite celebrities. 
 

Buying lists 

We're huge advocates for email marketing, but there definitely is a wrong way to go about it, and that includes buying lists. While you do want to share your content with as many people as possible, sending it off to thousands of people you know nothing about is pointless.   

The purpose is to connect with customers and establish relationships based on shared interests and values. Plus, email is a great way to gather information about your audience. You can directly ask what type of content they want to see and get feedback on what you've created so far. This is impossible to do with a random list of emails you bought.   

Creating an audience relevant to your company is easier than you think. Create a lead magnet campaign to entice people to follow you by sending great content like what they would download down the line. This is just one of many ways to build up an email list, or you could even ask your audience to opt into your emails. 


 

Hopping Forward 

Now get out there and evaluate your marketing strategy. Are you taking advantage of these piping hot trends that have customers flocking to company sites? Are you stuck in the same rut, running through the same worn-out ideas that have now started working actively against you? It's always a great time to find out.  


If you feel like your strategy is stuck frozen in the ice and the crisp fresh air of spring is nowhere to be found, that's where we come in! No matter where you're at in your marketing journey, we want to help. Contact us today to get the conversation started!