The word to remember in 2023: A.I.
What if 2023 was officially the year of artificial intelligence? It's true that we hear the term constantly and on every platform, but it's quite likely that AI will be the number one topic of discussion in the industry... and among brands!
By the end of 2022, everyone was talking about it! The arrival of ChatGPT has sent shockwaves through many circles, including education (and even on Tout le monde en parle!), as this artificial intelligence is able, in just a few minutes, to produce a fluid, thoughtful text supported by credible sources. The question raised about the "emotional" quality of the texts is still debatable, since no technology can yet imitate the author's writing style, emotion or the editorial "intention" contained in the text. However, the statements are solid, supported and completely verifiable. This is the arrival of a total disruption in many sectors, but especially in the world of marketing communications. ChatGPT is not alone in offering this text development technology; open source software such as Lensa and Dall-E are just as effective. There is one caveat to keep in mind, however: we often talk about ChatGPT's writing capabilities, but let's not forget that it is just a more pleasant way to present research results. In addition, these types of software allow for much more than just word processing. They also have the ability to code (or correct code), do automation, etc.
Artificial intelligence and software are becoming more and more important in our lives and are expressed in many other ways. For example, the host of the world's most listened-to podcast, Joe Rogan, presented an interview with Canadian Prime Minister Justin Trudeau that was fabricated. Talking about AI also means bringing up the advances in image creation, deepfake, gaze correction, etc. In short, we could devote an entire article to it, because there are so many topics related to artificial intelligence!
Inclusive marketing
As mentioned in the first article on the marketing trends to watch in 2023, Generation Z is entering the market and the choices of these consumers will not come at any price.
Indeed, brands will have higher expectations regarding the ecological footprint of their products or services, the promotion of diversity and the adoption of an inclusive discourse in all marketing actions of companies. The time for compromise is over, as demonstrated by a recent Deloitte study on the consumption habits of the new generation[1]. Consumers now expect brands to "walk the talk", as they say! Is this the comeback of brands like Benetton, known worldwide for their open and tolerant discourse?
One thing is certain, your audience is now made up of consumers from various cultural and ethnic backgrounds and sexual orientations, and these elements will have to be visible and heard in your corporate marketing strategies.
The new location criteria for your customers
The Deloitte report also points out that the location of your customers has likely changed with the arrival of the pandemic. Consumers have slowly changed their habits and many now report having two places of residence: a downtown condo and a country home that they occupy on a regular basis for a few days a week. It is therefore recommended that marketing professionals update the location of their customers. For example, if you have a store that does "target marketing" to customers in the vicinity of their business, this data may no longer be accurate. The data collected from their cell phone location needs to be reviewed. For example, your customer may live near your business in downtown Montreal, but still live 3 days a week in his country home in the Eastern Townships. This does not necessarily mean that he wants to abandon your business or your promotions. It will be more and more important to use the flexibility of the Ad server to the maximum.
This element is now to be taken into consideration in your next promotion: where are your customers now located? You might be surprised...
Experiential marketing
Personal prediction: The constant obligation to create the "wow" effect for brands will be the order of the day for many years to come! Let me explain: a static social media post that doesn't have a clickable link, a call to action or doesn't invite the customer to feel a certain sense of community is a waste of time. The customer now wants to "live" what your brand has to offer through webinars, video, promotional offers based entirely on their preferences and exclusive shopping days... Yes, yes, events reserved exclusively for your best customers! Don't forget that they are literally bombarded with advertising content, attractive offers and innovative ways to attract them to your competitors.
It becomes essential to make your place in this universe and to determine what will please them, make them loyal and allow you to shine as a brand. Apple organizes special "nomad" days where Apple employees take a few minutes of your time - right on the sidewalk, in the middle of the street - to teach you how to take better pictures with your iPhone! This is an attractive way to bring your brand to life and build customer loyalty. Please note: Events are not dead, quite the contrary! We all remember the incredible marketing stunt conducted by Air France during the holiday season in 2015 at Charles de Gaulle airport, where people passing by had to sit on all the available seats of a large table in order to bring down the victuals from the ceiling. The goal was to bring complete strangers together during this emotionally charged time. It was a great success and got people talking all over the world! An event will always be a fantastic way to introduce your products and services to a targeted clientele.
When marketing surfs on streaming
Satisfying, retaining and retaining your customers has never been so complex with the multiplication of marketing means that abound on the market. Nevertheless, if you have to remember only one word in 2023 (besides AI, of course!) it will be "experience". Again, we talk about experience in the industry, but I want to specifically refer to the one where the consumer is at the center of the marketing strategy and participates in it. I'm thinking of world-renowned CRM company Salesforce, which has launched Saleforces+, a product that offers webinars, podcasts, exclusive interviews with business experts, music, and more. In short, the company offers an ideal dashboard for the manager or employee who wants to consume business content, learn new skills and become a better version of themselves.
Between you and me, it's also a great way to build customer loyalty and retention. And you, could you make some of your expertise public, highlight some of your employees and offer content that will make us visit your social media more often?
Conclusion
In 2023, companies will have the opportunity to test new marketing levers that will allow them to attract, satisfy and retain their customers in addition to trying to acquire new market shares. The competition will favor organizations that choose to automate some of their marketing processes, combine their expertise with the effectiveness of artificial intelligence in content creation and use new technologies to accurately understand new consumer habits. This year will be a challenging one, especially given the economic uncertainty, but it will be a great opportunity for some to get a leg up on the competition. To be continued...
To go further :
Digital Campaigns: Key Steps to Follow[1] https://www2.deloitte.com/content/dam/insights/articles/us164911_gmt_2022_master/DI_2022-Global-Marketing-Trends.pdf
Photo de Possessed Photography sur Unsplash
