2023 trends in communication and marketing

After years of talking about it, AI is about to revolutionize marketing…or is it? (Source: Tara Winstead, Pexels)

January 5, 2023

After years of sowing” the word Could it be that the year of artificial intelligence in all kinds of societal or organizational matters has finally arrived? 6 trends to watch in communication and marketing in 2023.

1 – attack on “smart” content

The year 2022 has ended with the release of ChatGPT, an artificial intelligence application capable of generating loud and convincing text compositions in the education world. It’s just the beginning, says Francis Jette, Isarta consultant and trainer for digital content strategies:

The buzzword in my opinion in 2023: AI. And all programs going in this direction: ChatGPT, Dall-E, Lensa. In the coming year, artificial intelligence will be increasingly used to facilitate the creation of text, visual or video content. The key will be understanding how to use these tools to stand out. »

In addition, the use of artificial intelligence can lead to questions and ethical dilemmas for companies and content managers: if we openly announce the use of artificial intelligence in the production of text (as in the case of “sponsored” text), how can we verify the “authenticity” or “authenticity” of the content? And other such ideas!

“Artificial intelligence will be used to facilitate content creation,” said Isarta consultant and trainer Francis Jette. (Source: courtesy)

2 – Make way for the “Green” generation

The arrival of Generation Z in the labor market in 2023 is likely to have a concrete impact on consumption and dialogue with brands.

Richard Saad, senior marketing consultant and Isarta trainer, says the way to reach the under-25s is completely different. Generation Z was born digital and they have a keen environmental awareness. »

What is important to them is not what they buy, but the “effect” of what they buy. How will my purchase help improve a social or environmental cause?

Generation Z is very sensitive to ESG criteria [environnementaux, sociaux et de gouvernance]; wants to do business with influential companies. »

“The way to reach Gen Z is completely different,” says Richard Saad, senior marketing consultant (source: courtesy).

3 – First real effects of Bill 25 (Quebec) and Bill C-27 (Canada).

In terms of privacy protection, a number of legislative changes announced in 2022 (think the Quebec law and the Canadian bill) will actually take effect in 2023.

We are in the era of data protection and this trend is not going away, says Richard Saad. Therefore, the marketing approach and technique must change. Brands should focus on the message (“are we solving a real problem?”) rather than trying to steal clicks or influence here and there. »

Brands should focus more on word of mouth and building strong communities where the product “meets a real need.” Thus, companies will be able to develop “ambassadors” around their brands.

4 – New advertising channels on platforms flow

After the end of third-party cookies comes a new era of marketing profiling: streaming platforms.

In 2023, Netflix will start advertising online, a senior consultant reminds. This is something that marketers should pay attention to. This will offer very important profiling opportunities. Marketers will be able to segment their customer base based on browsing habits. »

Should we assume that other major platforms like Disney+, Hulu, and HBO Max are also joining the march?

I think they’ll wait to see how the Netflix experience goes first and learn how to run their own package, including online advertising,” he said.

5 – increase investments in “quality” advertising

Without the use of third-party cookies, “closed” ad placement platforms will lose their appeal. It added that some ecosystems raise questions of transparency or accountability. Consider the recent controversies surrounding Twitter (held by Elon Musk) and TikTok (suspected of being controlled by the Chinese government).

Benoit Skinazi, head of marketing at Sharethrough, believes that brand safety will be on the minds of marketers. After the problems with Meta, Twitter, TikTok and others, we can see investment in quality advertising on the open web. »

Benoît Skinazi admits that social media advertising has long been attractive to digital marketers because it “provides an easy way to reach a target audience.”

However, he notes that 60% of browsing time is spent on the open Internet, and the rest is spent on the Internet. walled gardens Ecosystems like Facebook (Meta), Instagram, TikTok and YouTube are what… Marketers are starting to shift more budgets to the open web, which offers more and more transparency and security for brands. »

Benedict Skinazi, head of marketing at Sharethrough, said: “On the open web, we can see investment in quality advertising increasing even further.” (Source: courtesy)

6 – Recession: slow down or… go for it?

Companies facing the announced recession will have to reposition themselves in their marketing strategies. The dilemma is: cut costs (including marketing budgets) or reinvest while maintaining vision.

The general trend will be to reduce marketing budgets, predicts Richard Saad. That is, every business has its own marketing strategy. Then there will be opportunities to capture in terms of visibility: the cost per click or cost per impression will be lower due to reduced demand. »

Benoit Skinazi also expects a recession.

He says the recession will still be a hot topic for next year. We’ve seen brands that spent money during the recession emerge with more than 170% growth in market share. That’s why we always recommend brands spend during this time. »

Good recovery for 2023!

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