Understanding today's context

The real new trends for 2023 will be less pronounced than those of previous years, because let's remember, companies were rather in survival and adaptation mode, and were not able to fully follow the announced trends.

Late 2022: The economy is definitely slowing down. Budgets are getting tighter and marketing and communications teams need to optimize their campaigns even more to ensure that every dollar spent has the greatest impact possible.

Let us also note the awareness at several levels: environment, health, society, interdependencies of all kinds, ways of life, work, production, all called into question. The pandemic has changed our ways of living and consuming.

The pace of change in the business world has also accelerated, and their necessary digital transformation is giving way to new ways of doing business, and logically, marketing.

Social and inclusive marketing

More than ever, consumers are demanding authenticity, transparency and honesty from the brands they interact with. Their values must match.

Today, more than brandishing one or two CSR (corporate social responsibility) or ESG (environmental, social and governance) criteria, the company will have to show how it intrinsically “lives” the values it displays, and how it truly acts in its operations, from start to finish.

It’s going to take companies really and fully examining their impact on society. Being socially just, including internally with good governance, and inclusiveness and diversity, well beyond the numbers. Being environmentally responsible, from manufacturing to production, all the way to delivery. Being good because they want to be, rather than because they have to be good to make the most profit.

Investors are increasingly applying these non-financial factors in their analysis process to identify material risks and growth opportunities.

Experiential marketing, virtual reality and AI

Artificial intelligence (AI), machine learning, and virtual and augmented reality are creating a whole new level of engagement with consumers. Applying these technologies to retail opens up a wealth of opportunities to better connect with customers.

We have moved from static sites, with banner ads, to more interactive content, often even generated by users, through social media and greater social connectivity. New brand experiences, even more immersive and real, are bubbling over.

Increasingly, companies will need to create amazing customer experiences. Gamification , experiments, challenges: it’s all about captivating the community! Isarta reveals that 86% of buyers are willing to pay more for an exceptional customer experience.

Discover and even interact with a virtual universe in 3D at 360 degrees: we can think of virtual tours in real estate or virtual shopping experiences with online fitting rooms, for example. Right now, The North Face has customers test its coats in store, in outdoor conditions. At Decathlon, by wearing a headset, the customer is immersed in a virtual camping world to choose their tent and get an idea of the space, the comfort of the tent, etc. Virtual reality allows for an immersive experience and it is really in vogue among brands: it's a trend!

Friendly and personalized marketing

The phenomenal (and necessary) growth of digital marketing has led to market saturation. Faced with the embarrassment of choice, consumers have little loyalty to brands: they can buy what they want, where they want. To stand out, companies must know how to interact directly with their customers and capture data on their changing preferences.

Beyond standard email campaign personalization with a reference to a customer by name, the trend is to exploit a customer’s preferences and needs using data. Think of product recommendations based on recent viewing history, for example.

Increasingly, brands are adopting a conversational and personal tone in all their communications. The goal is to improve customer interaction to ensure loyalty. We know that many consumers do not bother to fill out forms until they are presented with a more direct, human and instant alternative regarding their needs.

In 2023, marketing will be more personalized and decidedly more engaged. Companies that are aware of their social and environmental impact and that adopt a human, creative and technological approach in their brand strategy and for their customer service will be those that will reap the most rewards.