4 NEW MEDIA MARKETING TRENDS

Adapting to change continues to be the name of the game in the ever-evolving world of new media marketing. Here are four trends franchise brands can expect to see in 2023 as marketers look to create more personalized, interactive, and omnichannel consumer experiences.

VIDEO—AND MORE OF IT.

With 86% of businesses using video in marketing, it’s no longer if, but how to best use video to inform and connect. The top channels for explainers and social media video content are YouTube, LinkedIn, and Instagram. Industry pros predict more brands will capitalize on the use of short-form videos made popular through TikTok and Instagram Reels.

SOCIAL MEDIA, INFLUENCER, AND CONTENT MARKETING.

Expect brands to increasingly strive to rise above the digital noise with influencers, brand advocates, and user-generated content. Content marketing remains a vital strategy with greater focus on valuable and meaningful messaging.

AUTOMATION. AI, OH MY!

Brands will continue to adopt more tech-driven tools as businesses look to automation to improve efficiency in a tight labor market. Among them are marketers’ use of automation and data to shift to signal-based marketing designed to anticipate customers’ needs, and more inroads with conversational marketing and enhanced AI content creation, highlighted by the viral arrival of AI-chatbot ChatGPT.

BOOSTING BRAND IDENTITY.

With the decline of global reach and the ongoing popularity of infinite scroll platforms like Instagram and TikTok, brand value will reach a new high in 2023, according to Meltwater’s 2023 Marketing Trends guide. Brands that get clicks will use in-depth consumer and audience intelligence to create authentic conversations with consumers. “Additionally,” the guide notes, “creative interactive content, short-form video, holistic brand experiences across platforms, and responsive customer service and engagement will continue to be critical brand differentiators.”