“Stopping advertising to save money is like stopping a watch to save time.” — Henry Ford

What will be in and what will be out in the world of marketing in 2023? What strategies will have lost their zing? What ones will still return well on the investment?

As the anticipation of a brand-new year mingles with the anxiety of uncertain times and worrisome predictions of a recession, businesses across every sector can’t help but ponder over what the near-future go-to marketing trends will be as 2022 fades and 2023 looms on the horizon.

No one has forgotten how the best laid, vetted, and strategized plans for 2020 crashed and burned in record time. But, if we learned anything from that upheaval—and we surely learned multiple things—one of those lessons was the importance of rolling with the punches. That flexibility and the ability to adapt are indeed valuable tools. But as helpful as it is, go-with-the-flow should never replace a well-researched, thought-out, and configured marketing plan.

In the absence of an actual working crystal ball, we look to industry professionals to share their insights and predictions about the inner workings of effective marketing strategies for 2023. Let’s begin with some quick takeaways from Michael Brenner, who notes that while the role of technology will continue to grow, he predicts the overarching focus will be on people, not technology, as what we consider “marketing” continues to become broader.

  • Trends that will dominate in the next year include customer experience, employee engagement, and content visualization.
  • Marketing has moved beyond branding and advertising, making it essential for marketers to work with other departments to build excellent customer experiences and engage in long-term relationships.

Now, on to other 2023 best-bet predictions from those in the know.

Email—the marketing tool that will never die

Nothing beats a direct link to a current or potential client via a marketing tactic that you own—your mailing list. Make the very most of this opportunity by utilizing creative (not boring), relevant (useful, helpful), and timely (top of mind) correspondence that appreciates the chance to be seen and heard and does not abuse the privilege. When approached as a way to generate conversations, Email’s effectiveness as a marketing strategy catapults to the top.

Interactive content marketing will ramp up engagement

Marketers are giving a firm nod to interactive content and its power to impact marketing in 2023. What’s not to love about content that snags the audience’s attention, gets them engaged, and keeps said audience engaged longer? The longer they browse, the more familiar they’ll become with your brand. Likewise, the longer they engage with your content, the more info you’ll gather about this engaged audience, offering insights that will inform future marketing campaigns, not to mention the overall future of the business.

Consider using interactive content in eBooks, reports, or how-to guides. Include an interactive element on your brand’s landing page for a more engaging experience. Make information and guidelines easily understandable with interactive infographics. Remember the equation: Interactive = engagement = leads = sales.

All eyes will focus on influencer marketing

As recognition solidifies how the stereotyped perception of this valued advertising tool has changed, brands will be on a mission to adapt influencer marketing to their unique needs. There’s no question that the who and what of influencer marketing is involved in a serious evolution, posing a multitude of questions. Paid or branded content? Broad appeal or a niche micro-influencer? Which social media platform will be the most effective influencer portal? So, be prepared to dig and research and ask the tough questions because influencer marketing offers unique and profitable opportunities to grow your brand if you put in the work.

Make a note to steer clear of—

  • Content for the sake of words on a page/screen 

If it looks like meaningless filler, it probably is. Directionless content and aimless ad campaigns serve no purpose. Instead, they waste time on both sides of the table. In the best-case scenario, they are not memorable. Worst case scenario, they are pegged for what they are and leave a sour taste/sneering head shake in their wake.

  • Spam / spamming-like behavior 

No one likes junk mail, whether it lands in their snail mail or email inbox. Bombarding current and potentially future clients too often will do nothing to increase engagement, deepen connections, or endear customers to your brand. It certainly won’t improve the odds of creating a long-term relationship. Be respectful of folks’ time and resources. The same goes for ads that appear continuously—they too quickly become part of the unnoticed background.

  • A repeat of 2022’s marketing plan

2023 deserves more than a merely tweaked version of 2022’s strategies. Ask and answer this question if you need a qualifier for that last statement. What about the economy, consumer confidence, interest rates, technology, product demand, and a plethora of other indicators that looks the same as they did a year ago? That’s right. We are in a different place in nearly every aspect of business life, which means an in-depth reassessment followed by a rearranging of priorities must get front-and-center attention before firming up a marketing plan for 2023.

For all that we cannot be certain of in the days ahead, it goes without saying that 2023 will offer its own variety of challenges and opportunities, and adventure. Oh my. That’s why the recruiting and staffing industry’s best solution to increasing brand awareness in 2023 is ASJ Partners. Their combined decades of experience in every phase of the industry cannot help but bring a wealth of expertise to any staffing agency’s marketing agenda. Contact the team today.