{"id":257,"date":"2023-01-24T18:33:00","date_gmt":"2023-01-24T18:33:00","guid":{"rendered":"https:\/\/opalmarketing.ca\/opinion\/?p=257"},"modified":"2023-02-24T20:20:51","modified_gmt":"2023-02-24T20:20:51","slug":"top-marketing-media-trends-2023","status":"publish","type":"post","link":"https:\/\/opalmarketing.ca\/opinion\/2023\/01\/24\/top-marketing-media-trends-2023\/","title":{"rendered":"Top Marketing &#038; Media Trends 2023"},"content":{"rendered":"\n<p>The marketing fraternity constantly adapts to meet evolving challenges and leverage new trends in the changing business environment. Below are top marketing &amp; media trends we expect in 2023. <\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong># 1  The Rise of TikTok <\/strong><\/p>\n\n\n\n<p>Though Instagram is way ahead in getting the major share of influencer\nmarketing spent, TikTok is the fastest-growing social media platform. It is slated\nto overtake Facebook and YouTube in getting a higher share of influencer\nmarketing spend by 2024*. TikTok\u2019s growth is fueled by the interest and\nattention it gets from Millennials and Gen Z, who frequent the Internet the\nmost compared to other age groups. Thus, TikTok will be an integral part of the\nmedia mix of most brands focusing on younger consumers, ages 15 \u2013 40 years. <\/p>\n\n\n\n<p>TikTok moved from accepting short 7 \u2013 15 seconds videos to\n30 sec, to 3 minutes, and now to 10 minutes long videos, giving various options\nto communicate. <\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong># 2  Online Marketplace Partners with Content Creators<\/strong><\/p>\n\n\n\n<p>Walmart introduced a platform in beta for content creators offering\nan opportunity to monetize shoppable products on the Walmart marketplace. It is\nexpected to be launched fully later this year. More online marketplaces like\nTarget and Shoppers Drug Mart are expected to follow the suit. <\/p>\n\n\n\n<p>The online marketplace and influencers partnerships along\nwith advertising opportunities in Retail Media, which offers first-party data,\nheralds a greater shift in communications, engagement, and consequently ad spending\ntowards the online marketplace pioneered by Amazon, Walmart, and Target. Savvy brands\nwill position themselves to leverage this shift and the opportunity in 2023. <\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong># 3  Focus on Sustainability<\/strong><\/p>\n\n\n\n<p>Consumers are\nincreasingly concerned about the environment and reducing their carbon\nfootprint. We expect more companies will rally behind sustainability, include\nit in their marketing initiatives, and communicate it to their target groups. This\nwill include developing eco-friendly products and packaging, using recycled\nmaterial, reviewing advertising processes, and promoting eco-friendly business\npractices internally and to business partners. <\/p>\n\n\n\n<p>Progressive businesses\nand brands have already set targets to reduce wastage, and emissions and try to\nbe net zero. &nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong># 4  The Impact of the UGC &amp; CGC Continues<\/strong><\/p>\n\n\n\n<p>User-Generated Content\n(UGC) and Creator-Generated Content (CGC) will continue to impact consumer\nbuying considerations and grow faster than ATL and digital ads in 2023. Consumers\ntrust the UGC and the content from the Creators they like and follow more than\nany other type of content. <\/p>\n\n\n\n<p>Short-form videos\nand Instagram and TikTok Reels will drive the UGC and CGC. However, the content\nmust be interesting and perceived as authentic to attract eyeballs and get engagement.\nOn-the-face, ad-like product display doesn\u2019t cut it often. Subtle product placement\nwith fun and style resonates with consumers. <\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong># 5  The Shift to Ongoing Collaborations<\/strong><\/p>\n\n\n\n<p>The shift from ad hoc, one-off campaigns to long-term collaborations with Influencers will remain strong in 2023. Forward-looking brands will continue to build long-term, multiple posts business relationships with content creators instead of a one-off video or post. Similarly, influencers will work with potential partners with long-term plans and consistency. &nbsp;Click <a href=\"https:\/\/oim.opalmarketing.ca\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"here (opens in a new tab)\">here<\/a> to learn about best-in-class influencers and influencer marketing.<\/p>\n\n\n\n<p>Investing in long-term collaborations is a win-win for\nboth the brands and the influencers. Not only does it build faith with the\ninfluencers\u2019 followers, but it also adds authenticity. Building frequency and\nconsistency in messages to the followers drive engagement and conversion.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong># 6<\/strong>  <strong>Voice Search Optimization<\/strong><\/p>\n\n\n\n<p>Voice search is increasingly being used at homes with Google, Alexa, and Siri and on the move with cell phones, thanks to the advancement in speech synthesizing technology. Brands need to adapt their content for voice search to stay relevant to this new trend. They can add long-tail keywords and natural language phrases that people use when talking to virtual assistants. <\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Conclusion<\/strong><\/p>\n\n\n\n<p>By leveraging the top marketing &amp; media trends in 2023, that is, focusing on sustainability, developing short-form interesting video content and TikTok, building long-term collaborations with influencers, and adapting content for voice search, brands can enhance the effectiveness of  marketing campaigns to resonate with their target groups and drive results. <\/p>\n\n\n\n<p>*<a href=\"https:\/\/techcrunch.com\/2022\/08\/02\/tiktok-style-dating-app-desti-filters-matches-by-date-destinations\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"techcrunch.com\/2202\/08\/02\/tiktok (opens in a new tab)\">techcrunch.com\/2202\/08\/02\/tiktok<\/a><\/p>\n<div class='watch-action'><div class='watch-position align-left'><div class='action-like'><a class='lbg-style1 like-257 jlk' href='javascript:void(0)' data-task='like' data-post_id='257' data-nonce='4c0a4a4a2e' rel='nofollow'><img src='https:\/\/opalmarketing.ca\/opinion\/wp-content\/plugins\/wti-like-post\/images\/pixel.gif' title='Like' \/><span class='lc-257 lc'>+3<\/span><\/a><\/div><div class='action-unlike'><a class='unlbg-style1 unlike-257 jlk' href='javascript:void(0)' data-task='unlike' data-post_id='257' data-nonce='4c0a4a4a2e' rel='nofollow'><img src='https:\/\/opalmarketing.ca\/opinion\/wp-content\/plugins\/wti-like-post\/images\/pixel.gif' title='Unlike' \/><span class='unlc-257 unlc'>0<\/span><\/a><\/div> <\/div> <div class='status-257 status align-left'><\/div><\/div><div class='wti-clear'><\/div>","protected":false},"excerpt":{"rendered":"<p>The marketing fraternity constantly adapts to meet evolving challenges and leverage new trends in the changing business environment. Below are top marketing &amp; media trends we expect in 2023. # 1 The Rise of TikTok Though Instagram is way ahead in getting the major share of influencer marketing spent, TikTok is the fastest-growing social media [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":264,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"footnotes":""},"categories":[7,9,6,5,8],"tags":[18,19,17,21,20],"class_list":["post-257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-ethnic-advertising","category-marketing","category-marketing-advertising","category-multicultural-advertising","tag-influencer-marketing","tag-marketing-top-trends","tag-marketing-top-trends-2023","tag-sustainable-marketing","tag-tiktok"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Top Marketing &amp; 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