Is it time to rethink your branding strategy? If you created your brand strategy more than 2 years ago, the answer is yes! Fast-evolving trends and tech updates mean that you need to be proactive in digital marketing. A brand strategy is important for growing your business. Apart from the obvious foundations of branding, such as customer persona creation, audience seeking, voice development, style choice, and graphic design, there are trends that influence the way these foundations are presented.
This year, technological trends will shape branding strategies. Finding your audience in the right social spaces requires monitoring the changes that are taking place on various channels. Twitter is no longer a relevant channel for most account holders, with only 10% of users actually posting updates. TikToc is a platform that keeps breaking records but is also finding relevance in fewer markets and with very specific demographics, usually those who are not spending. Facebook and Instagram are still market leaders. So how do you decide which is the right channel for your brand in 2023?
Brand Interaction on Social media
Social media changed during the pandemic. There were more people online more often seeking interaction, and viewing advertising in many forms. Social media marketing is a vital tool. Audiences are still using platforms in high numbers. While the end of the pandemic has seen user interactions lower to just above pre-pandemic levels, people are still busy on social media spaces.
Live streaming, videos, and podcasts continue to attract attention. Among all the social media channels, Tik Tok is predicted to see the highest growth rate in 2023. The platform has up to 15% to 25% usage across a number of demographics, up to millennials. Instagram and Twitter have experienced a substantial decline in brand engagement but remain important spaces for reaching audiences with higher disposable income than those on TikTok. Marketers must continue to create value-adding content that reaches people on these platforms. Using videos and interactive content is a great way to connect with social media users and remains an important part of digital marketing in 2023.
Personalization
Personalization continues to be one of the most effective methods to connect with existing and potential customers. Individualization is about building strong customer relationships. Marketers use first-party data targeting to reach people. With a wave of data-hacking incidents in 2022, many people are more cautious about data protection. Many people will automatically opt out of tracking and third-party cookies as soon as they land on your website.
Zero-party data is growing in response. Using strategies such as surveys, online interactions, and gamification, many brands are able to collect data that contributes towards personalized marketing. Sending emails, push notifications, content on social media, and other individualized content develops customer loyalty and secures your brand position.
Consumers want Social Responsibility
Forty-seven percent of consumers asked in a survey on the messaging they would like to receive from their favorite brands said they would like motivational messages. This was closely followed by 57% of customers wanting to be entertained. Customers expect brands to meaningfully engage with social issues like LGBTQ+ rights, gender equality, children’s rights, environmental protection, and workers’ rights.
However, 24% of consumers prefer brands to stay out of politics. Brands need to strike a balance. A social responsibility plan can be included on a brand’s website, outlining its stand on an issue and providing a plan of action. This clear communication means brands that are transparent about their involvement and goals are less likely to incur the wrath of angry customers who are offended by a brand’s sudden position on an issue. While it is not the responsibility of brands to change the world, brands that take an interest in the issues that follow their industry tend to have greater power to force change. For example, clothing brands that support better conditions for garment workers and actively give to the organizations working towards the changes necessary.
Brand Images
Marketers need to build strong brand images. This year it is important that marketers be prepared to improve the brand’s trustworthiness. To achieve this, brands must align their language with their values. The language that brands use should be noted in a style guide that is regularly updated to ensure that all content created conforms to a consistent message. This then creates a clear picture of the brand for an audience. Newspapers and publishers have used this method for years to create an image that customers understand. The world’s leading brands also understand how to use consistent language and imagery to connect.
Mobile Optimization
While most brands now have apps and have optimized sites for mobile, it is still surprising the number that has not. More than half of online website traffic comes from mobile devices. As Gen-Z enters into a higher disposable income bracket, it is more important for brands to optimize mobile content. Millennials and Gen-Z use mobile devices to research and make purchases.
Investing in mobile optimization is an ongoing concern for businesses. The marketing and sales teams should work closely to ensure the online store is optimized through the CMS.
Fewer Cookies
Google has said it would support third-party cookies for all popular chrome browser users. Marketing experts expect significant changes in digital marketing. With an estimated 70% of all browser users relying on chrome, those marketers who rely on cookies will face challenges.
Most marketers use cookies to learn about their audiences. Without tracking, marketers will need to work harder on creating their brand voice, creating engaging content, and gathering customer data in creative ways. Creating connections is essential as people have become accustomed to individualized marketing strategies and targeted ads.
Influencer Marketing
Influencer marketing continues to grow at a rapid rate. Increasing numbers of consumers are turning to influencers as a source for trustworthy reviews and information about a product or service, despite knowing that influencers are paid. It is the power of word-of-mouth that keeps consumers attached to the power of influencers online.
Video, images, and other engaging content, including giveaways and prizes, keep consumers engaged with their favorite brands through influencers. This is one of the best ways to overcome user data protections that block tracking and targeting. Find your influencer and have them connect with your audience.
