I'll be avoiding long-form videos for social media in 2023. I think marketers may need to avoid the trend of long-form videos for social media too because it may not be the most effective way to engage with their target audience. Social media platforms are designed for short, attention-grabbing content, and users may not have the time or patience to watch long-form videos. Also, long-form videos may not be as easily shareable as shorter videos or other types of content, which can limit their reach and impact.
As a leader in a marketing agency, one surprising trend or strategy we will not be focusing on in 2023 campaigns is solely relying on traditional methods such as TV and print advertising. While these methods can still be effective for certain businesses, we believe that the future of marketing lies in more innovative and data-driven approaches. Instead, we will be focusing on utilizing new technologies and platforms to reach and engage our clients' target audiences in more personalized and impactful ways. This includes the continued growth of digital channels such as social media and mobile, as well as utilizing advanced data analytics and artificial intelligence to create more personalized and effective campaigns. By staying ahead of the curve and embracing new technologies, we believe that we can help our clients to achieve their marketing goals and stay competitive in an ever-evolving landscape.
As a marketing leader for a startup, one trend that I will not be focusing on in 2023 campaigns is the use of non-fungible tokens (NFTs) in art marketing, despite the growing popularity of this trend in the art world. From an anthropological perspective, the use of NFTs in art marketing does not align with the needs and values of the community we are trying to reach. For art to bring communities together, it must be accessible and inclusive, not exclusive, and only available to those who can afford to purchase the NFT and have the technical knowledge. Additionally, the use of NFTs in art often prioritizes financial gain over the actual art and the emotional connection it can create with its audience. As an ArtTech startup, we focus on building genuine relationships with our target audience and creating campaigns that align with their values and desires for community and meaning. Therefore, we will not use NFTs in our art marketing campaigns in 2023.
There's no denying that short-form content does have a certain appeal — it helps you convey a message in a succinct yet impactful way. But today's audience places a lot more importance on gaining in-depth information through immersive storytelling. And you just can't achieve any of this through snackable videos or content. Better put, while short-form content is a great short-term strategy to gain eyeballs, long-form content is what will help you build a credible reputation for the long haul.
As a leader in the marketing agency space, organic social media campaigns are something that I will not be focusing on for 2023 campaigns. While organic social media has been a popular strategy among marketers in recent years, it is becoming increasingly difficult to reach target audiences as most platforms now prioritize paid ads over organic content. Furthermore, organic social media posts involve more time and effort than other strategies with less guaranteed return on investment, making them an ineffective option for many businesses. Instead, I am focusing my efforts on leveraging creative content across different channels such as video, email, influencer marketing and search engine optimization (SEO) to get maximum visibility and engagement. By utilizing these strategies rather than organic social media campaigns, I believe my clients can fully leverage their marketing budget and receive a higher return on their marketing investments.
My focus in 2023 will not be on "viral" content campaigns. While this approach has been a popular trend in recent years, I believe it is not sustainable in the long-term. It relies on luck and can often be unpredictable, leading to a lot of unnecessary spending and effort. Additionally, it's often difficult to measure the success of such campaigns, which makes it hard to justify the costs. Instead, I will be focusing more on creating content that builds an authentic and honest connection with customers, as well as developing strategies to keep them engaged with our brand.
As a leader in a marketing agency, one surprising trend or strategy I will not be focusing on in 2023 campaigns is over-optimizing anchor text. Over-optimizing anchor text can be a risky strategy and can lead to penalties from search engines. Additionally, it can result in low quality content, which can be detrimental to a website's search engine ranking. Therefore, I will be focusing on more effective and sustainable SEO strategies, such as optimizing title tags, creating keyword-rich content, and building links from relevant and authoritative sources.
Every other post on LinkedIn or Twitter is about AI content tools. X ways to use ChatGPT, Y must-try AI content tools... Practically speaking, though, AI content tools just aren't there yet. Sure, you can use AI tools for basic tasks like answering simple questions in the FAQ section of an article, but realistically, the tools just aren't nearly as good as marketers hype them up to be. The article you generate via AI, for example, will need some serious surgery, maybe even a rewrite, from a content writer. The keywords you ask an AI to generate will be very basic, something an intern could've done better. While AI has a lot of potential in the long-run, I don't think that AI content tools will be very useful in 2023.
Pay-per-click advertising (PPC) is one of those things that used to work, so people think it still does. But as audiences wise up to advertising tactics, they become advert-blind, meaning they don't even see your ad as they scroll through their feeds. I'm willing to bet plenty of businesses have started to see the numbers dip on their PPC ad clicks. As a marketing agency, it's something we hear from prospects all the time. In my book, you'd be better off spending that money (and time) on writing fantastic, informative content. This will get the attention of your social media audience and rank highly on search engines, so basically, it's free advertising. There are times when PPC is the right choice, but for my money, I'd rather use inbound marketing campaigns to engage my audience.
One of the future opportunities that we won't be focusing on is the Metaverse and the potential opportunities that are there. While it is something that may be a focus in the future, in 2023 I think we will be aware of marketing in the metaverse, read more about what's happening and what that looks like but won't focus too much on it...yet.
One surprising trend that we may not be focusing on in 2023 campaigns is the use of flashy, over-the-top creative designs in advertising. While visually striking designs can grab attention, they can also be overwhelming and turn off potential customers. Additionally, with the rise of ad blockers and consumer ad fatigue, it's becoming increasingly important for brands to focus on creating advertising that is simple, minimalistic, and easy to understand. Instead, we may focus on creating advertising that is simple, clear, and easy to understand, with a focus on the message rather than the design. This approach is more likely to resonate with consumers and results in better engagement and conversion rates.
In my experience as a marketing leader for a health magazine, I know that it is important to stay up-to-date on trends and strategies. But in looking ahead to thoughtfully plan our campaigns for 2023, one trend that I am purposely choosing not to focus on is audio-first marketing. Audio-first marketing attempts to capture an audience's attention through casual conversations and song lyrics, but there are other ways to more effectively engage our readers within their daily lives. Instead, I am exploring the power of personally connecting with our target demographic through the use of emotionally charged content and visuals that will draw people in - because let's face it, those types of campaigns are always worth investing in!
One surprising trend I will not be focusing on in the 2023 campaigns is social media. While social media can be a great way to reach new customers and engage with existing ones, it also has its downsides: it is hard to measure results and it's easy for people to get lost in the noise. In 2023, I will be focusing more on creating content that resonates with your audience--content that inspires them, informs them, and makes them laugh. I will also be using tools like Google Analytics to see how people are engaging with your content, so you can adjust accordingly.
As a leader in a marketing agency, one surprising trend or strategy that I would not be focusing on in 2023 campaigns is the over-reliance on social media influencer marketing. While influencer marketing can be an effective way to reach a new audience and increase brand awareness, I believe that it has become overused and oversaturated in recent years. In 2023, instead of focusing on influencer marketing, I would be focusing on building authentic and meaningful relationships with customers through personalized and targeted marketing efforts. This could include using data and analytics to create personalized content and ads, as well as utilizing AI-powered chatbots to provide personalized customer service.
The one trend that is really getting on my nerves is the use of AI writing tools. (Not the ones that can generate images or videos. Those are pretty good actually. Most professionals view this as an opportunity to scale their content creation process but not me. Nuh uh!! Here's why! Although Google has given his nod to the use of AI content, but only if it's helpful for readers. But think, all of us generating content over and over again for similar niche while making small adjustments with the same AI tool. It is bound to create monotony and friction on Google. While Google has no problem with that, YET. They can eventually start tanking those websites, if they heavily rely on AI for their content creation. I am already seeing some experts on LinkedIn sharing results after doing a thorough AB testing on demo websites, and the results are pretty much what I expect it to be.
As a leader in a marketing agency, one surprising trend or strategy that we will not be focusing on in our 2023 campaigns is the use of influencers. While influencer marketing has been a popular strategy in recent years, we believe that it has reached its peak and will begin to decline in effectiveness. Consumers are becoming increasingly skeptical of influencer endorsements and are starting to see through the façade of authenticity. Additionally, the rise of micro-influencers and the use of fake followers have made it difficult to measure the true impact of an influencer campaign. Instead, we will be focusing on building authentic relationships with our target audience through community building and user-generated content. We believe that this approach will be more effective in building trust and loyalty with our target audience.
One surprising trend that, in my opinion, might not be as prominent in 2023 campaigns is the focus on influencer marketing. While influencer marketing has been a popular strategy in recent years, it's becoming increasingly difficult for brands to measure its effectiveness and return on investment. Additionally, consumers are becoming more skeptical of influencer marketing as they realize that many influencers are paid to promote products, which can lead to a lack of authenticity. As a result, brands may shift their focus to other strategies such as user-generated content or community building.
Audio chat rooms are one marketing trend I will not be concentrating on in 2023 campaigns. Audio chat rooms, such as Clubhouse and Twitter Spaces, grew in popularity towards the beginning of the epidemic, when many individuals were looking for ways to interact with others. Today, more than a quarter (29%) of marketers intend to discontinue investment in audio chat rooms by 2023. From a marketing standpoint, the main issue with audio chat rooms is that customers want to communicate with individuals rather than businesses. Just 7% of Gen Z shoppers choose audio chat rooms for product discovery. Audio chat rooms are likewise losing favor among younger viewers. In the last three months, only 14% of Gen Z customers visited Twitter, and only 13% visited Clubhouse. If your target audience is young, you should consider alternate approaches.
As a leader in a marketing agency, one surprising trend that I may not be focused on in 2023 campaigns is the use of chatbots. While chatbots have become increasingly popular in recent years as a way to automate customer service and lead generation, they have limitations in terms of their ability to understand and respond to customer inquiries and needs. Additionally, as consumers become more accustomed to interacting with chatbots, they may become less likely to engage with them, making them less effective as marketing tools. Instead, we may focus on other strategies such as personalized email campaigns, SMS marketing, and more human-like AI-powered virtual assistants that can provide more human-like interactions and effective communication.
It's safe to say that the days of deprecating jokes in the name of relevancy have slowly come to fade with the new generations becoming more socially aware. What used to be relevant a few years ago, like humor at the cost of minorities, may not work at all with the current audience. So, if there's one thing companies should work to leave out of their marketing strategies, it's definitely this aspect.