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2022. is the year of nostalgia, trust, humanization and participation! As 2023 is coming very quickly, let's take the time to consult the marketing oracles to anticipate the 11 trends to integrate into a marketing strategy.

1. Inclusive marketing

Consumers. of our generation expect brands to support diversity and inclusion, both in front of and behind the right cameras. This is what the Deloitte report reveals.

Your target audience is changing. It now consists of consumers of various origins, genders or sexual orientations. To establish a lasting connection with customers, brands must therefore make these elements appear in their marketing messages. This goes through two crucial steps.

Alignment of your teams and suppliers with your target market

Your internal and external teams can directly help reduce the cultural, demographic and sociological gap between your brand and its customers. On your social networks or via your newsletter, highlight the diversity of your team, your commitments to minorities, but also the inclusive commitments of your suppliers.

A reorganization of your campaigns

Your campaigns must carry the voices and faces of your audience's commitments: ecology, body-positive, equity, etc.

This point is perfectly illustrated by Dove. For years, the brand has featured women of different sizes and ethnicities in its ads, to include its entire audience. Recently, Dove even launched a “Beauty Without Retouching” campaign to promote self-esteem and take action against the dictates of beauty, which are often non-inclusive.

2. Employees as brand ambassadors

According to a PwC study, 46% of consumers abandon a brand if its employees are not up to date with information. Not to mention that a bad attitude of employees prevents visitors from converting.

employees are the human face of your business. To make them ambassadors in 2023:

• Offer them training for a better knowledge of your products.

• Allow them to post content about your company's culture, products and services: help them by providing a guide and ready-to-share posts on social media.

• Highlight their expertise by inviting them to write articles for the blog: interview them on video, present their profile on social networks, etc

3. Adapting to the world without cookies

Google. recently announced the end of cookies by 2023, while Apple has restricted the use of its users' personal data. This hinders the tracking of your marketing campaigns. Brands must then find other ways to surf on personalized marketing to improve their conversion rate.

Beyond first-party data, you need to leverage second-party data. These are collected through partnerships with other website publishers.

You can also adopt certain tools, such as the following.

Clustering algorithms

They automatically segment your audience according to their needs, desires, purchasing habits and psychographic profiles. The goal is to improve content distribution.

Propensity modeling

This tool gives you the probability of a visitor to take action. It analyzes their attitude to determine if the visitor is likely to buy, abandon or unsubscribe. This allows you to identify visitors most likely to respond to an offer or focus your retention activities on buyers close to disengaging.

Google Ads data hub

all advertising tools allow you to know how many users, among those who saw the ad, placed an order. But they don't show all of the user's steps, from viewing the ad to purchasing. They also do not take undo commands into account., then repeated thanks to your retargeting or relaunch strategy.

To better track conversions and user behavior, Google Ads data hub becomes essential. More information about this service in the video below:

4. Hybrid marketing

While more and more consumers are ordering products or services online, they are still keen on physical stores. The next challenge for companies therefore remains to offer a hybrid experience. 70% of companies are already preparing to invest in this experience, according to the Deloitte report.

To succeed with your hybrid marketing strategy:

• Use consistent branding across all mediums and channels.

• Create a consistent experience at every touchpoint: If a customer sees a product in your store or at a trade show, they should find it on your digital channels.

• Adapt the content to each platform.

• Collect data at each point of contact: collect information from prospects met in person and add them to your CRM to recontact them via digital means afterwards (email, SMS, LinkedIn, etc.)

5. Experiential marketing

Experiential marketing focuses on creating a user experience based on the brand, not just the product. Experiences vary by company and industry. Corporate events, webinars, and contests are among the most common examples of experiential marketing.

Take the giant Apple. He recently organized “photo walks”, during which an employee guides consumers through a location and teaches them how to take beautiful photos from their iPhone

Experiential marketing allows customers to engage with the brand and connect with its values and personality.

6. Programmatic marketing

Programmatic marketing is the automation of the purchase of advertising space. A strategy that allows you to delegate the bidding process to an algorithm to dedicate more time to optimizing campaigns.

Many brands now allocate up to 55% of their advertising budgets to programmatic marketing. This technique facilitates real-time data analysis and audience targeting. Many more brands will certainly adopt it.

7. Customer service powered by Artificial Intelligence

AI makes it possible to integrate two marketing strategies:

• Offer the right deals to customers at the right time;
• Provide excellent after-sales service;

The AI can read the signals and detect in real time whether a visitor intends to purchase, upgrade their account or even cancel their subscription. By integrating it into your customer experience, you can automatically deliver unique and relevant offers.

However, robots are not enough. It is essential to keep a human side in your customer service. For example, a chatbot that only offers automated interactions may lead the customer to believe that the company prioritizes savings over helpfulness.

Consumers must be able to alert a "human" at any time during the conversation.

9. Augmented Reality and Virtual Reality more accessible

Augmented Reality and Virtual Reality offer the possibility of creating interactive and creative advertisements. With the launch of the Facebook metaverse, these technologies have reached a new level.

In 2020, the size of the AR/VR market exceeded billions of euros. In 2024, this figure is expected to reach 64.5 billion euros. For what ? Because these technologies are becoming more advanced, more accessible and above all less expensive. 2023 will therefore be the start of the big leap into the virtual world for many companies.

Among the recent marketing campaigns integrating AR or VR, we can mention the Balenciaga clothing brand. The latter now allows Fortnite players to buy virtual outfits, from the brand, directly in the game.

10. AI for influencer marketing

It was estimated that the influencer market would pass the 12.5 billion mark in 2022, but the figures turn out to be much higher: influence marketing would weigh nearly 16.4 billion dollars. The majority of marketers spend over 20% of their spend on influencer marketing.

The next phase will be the widespread adoption of Artificial Intelligence to detect the most suitable influencers. Indeed, the algorithms are able to view and analyze millions of content from influencers in a few moments. They can therefore provide a precise selection of potential partners to fulfill your objectives.

The other impact of AI will be the growing popularization of virtual influencers. These fictional characters, created by algorithms, are gaining popularity with Generation Z. This trend has been accentuated by the launch of virtual spaces such as Facebook's Metaverse.

Samsung has teamed up with the most famous virtual influencer, Lil Miquela, for its #TeamGalaxy campaign.

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