Advertising and marketing trends that will continue to remain relevant in 2023
The mobile marketing industry witnessed an array of trends in 2022. They were either a hit, a miss, or even a way to new policies and practices. In an industry as fast-paced and unpredictable as this, a lot of factors such as the pandemic created a huge impact on the changing trends of mobile marketing. And the ripple effect will remain for a while.
The latest 2022 GroupM study anticipates growth of global advertising by 5.9 percent. While India’s advertising revenue growth for 2023 is predicted to increase by 16.8 percent. When it comes to mobile traffic, many emerging digital markets completely skipped the website phase and jumped straight to smartphones and tablets. India is one of the key regions of mobile-first users, followed by Ghana, Nigeria, and Kenya. In contrast, mobile-only users make up only 52 percent of the population.
Brands are now looking to create brand awareness amongst the mobile audience by optimizing their marketing efforts with a measurable impact. With a more personalized approach to reach the right audience and create customer loyalty, here are 6 mobile marketing trends that we have been noticing in the last months of 2022 but will see an enhanced impression in 2023.
- Short-video Content:
A short-video content is any type of video that is between 60 seconds to 3 minutes, depending on the content. Because they are meant for easy content consumption and interact with it almost immediately. More than 73% of consumers prefer watching short-form video content and the percentage is likely to grow further. And this trend can be witnessed on almost every social media platform- be it Facebook, YouTube, or Instagram. Even Netflix has a segment as Fast Laughs, which shows short clips of their content to create engagement.
These short videos are gaining popularity because they allow consumers to interact and participate almost instantly. At the same time, they are easier to produce and can be used to experiment and gauge a viewer’s feedback.
- Podcasts
The podcast industry has grown significantly over the years, the main reason- it allows you to multitask and gain information while commuting, working out, or even cooking. These podcast hosts often interact with their audience allowing them to be in a space of like-minded people.
Lately, podcasts are being created around a more niche topic. Where the host picks a topic/segment and delves deep into it to explore multiple angles. From travel and fashion to mental health and industry trends. Niche podcasts focus more on engaging the audience and catering to a specific category. Whereas corporate podcasts share important insights into an industry that often carry a subtle brand plug-in. With more than 2.4 million podcasts available globally and 420 million listeners worldwide- podcasts are a content-rich driven medium. These statistics and reach are encouraging marketers to diversify and allocate budgets for podcasts that reach a precise audience.
- Conversational Marketing/Interactive Marketing
Conversational or interactive marketing focuses on creating two-way communication with the target audience. It engages existing customers and becomes a vehicle for new visitors by offering them multiple channels to communicate with a brand. Companies that have leveraged interactive marketing have noticed a healthy uptick in engagement.
Chatbots and AI are vital to this strategy which helps streamline processes and encourages real-time interactions. In fact, they are estimated to generate an income of approx. $137.6 million in 2023 and only numbers will only increase. Businesses are increasingly using WhatsApp and Telegram in aiding customer-service efficiency as they target smaller groups with personalized messages and often guide and solve issues for their customers with a short response time.
- Programmatic Marketing
Machine learning and AI will remain relevant in programmatic advertising and marketing in 2023. Brands are actively using AI to promote their products as they provide high returns on investments. And with Google planning to discontinue cookies by 2024, strategists are exploring several options that will still provide useful information such as user preferences, purchase patterns, and many more without risking personal user data. In such a case, proprietary data can provide advertisers the ability to create segmentation for contextual targeting. 5G will become an important medium for this marketing, combining it with CTV, OTT, and Gaming, these industries will witness a lot of reception next year.
About the author:
Neeraj Sharma, Vice President- Global Business, Globale Media