10 Shifts You Need to Know About

The Future of Marketing in 2023

byJeph/Jul 19, 2023/inAdvice, Blogging, Marketing, Stories, Strategy

Your website is your storefront, LinkedIn is your business card, Instagram is your customer service department, TikTok is promotions, and sales happen all through email. You don’t need actually to talk to a human in your day-to-day. Literally, everything can be delivered to your house. So why will people care about your brand?

Filmed in Chilliwack, B.C. June 10th for Curling Canada.

10 Shifts in The Future of Marketing in 2023

1. Social media 3.oh no

1.0 was the original social networks, MySpace, Hi5, Messenger, and the beginning of Facebook. People connected with people, technology lagged but no one cared, this was the first generation that got to talk to their friend circle entirely online. Twitter was like nothing I had ever experienced. Talking t complete strangers that were friends of friends of friends, so not “complete” strangers but acquaintances that turned into friends via Tweeting, Tweetups, and the new social media reality that was taking the world by storm.

Social Media 2.0 was the introduction of photo-sharing sites like Instagram, video-sharing sites like Youtube, and instant messages that disappear via Snapchat. We could start seeing cracks in the wall. This “Social Media” was addicting enough, BEFORE algorithms could present us with the perfect friend update that we seemingly needed to see in the moment.

3.0 Enter the algorithm. Instead of a chronological feed of what your followers were Tweeting about, the platform now presented you with what it thought you needed to see. This was the start of the end. TikTok tracks how long you watch every video, then presents you with more and more of the videos you watch longer and longer. An incredibly addictive feedback loop is born. People can spend hours on Tiktok and not even realize they’re watching user-generated content from people all over the world, not understanding completely the consequences of this highly stimulating never ending massive torrent of content.

2. AI for everything. Chat, make me a presentation.

Yes, yes I know ChatGPT has taken the world by storm but that wasn’t the first AI to make waves in the technology community. We’ve been using Jasper since early in 2022. It’s quite the tool. Give it a few prompts and it can write pages of content for you.

But don’t be writing your Maid of Honour speech with an AI. Well if you do make sure you fact check, AI’s are becoming notorious for lying to people in what they come up with. But still, we use Chat daily. Refine your writing, ask questions, come up with novel ideas, Chat is like an additional employee that you can ask ANYTHING.

3. You can’t be the Savanna Bananas but you can sure try!

A simple Google search is usually all you need. But trust can come in many forms. Big on Twitter? That can be trustworthy. Have a huge Youtube Subscriber list? That can be very helpful. Basically, we want to see we can trust you, who follows you? Have you worked really hard on something? How can you show the world?

4. Search dominates more than ever.

When you need something right now you Google it. Sure people will tell you social platforms act as a search engine but not to anyone who has purchasing power. Google is your friend and the more you know about Google the better your online strategy going forward.

What’s your Google strategy? What will people search to find you? Remember, the average search is more than four words long. What keywords are you targeting on your website?

5. What’s your TikTok strategy?

The social network has blown up across the world for anyone under the age of 25. How they can produce video after video that you’ll find interesting is incredible. The technology behind the app is impressive but also scary. It’s addictive, unlike any other platform before it. It also has one of the best video editors out of any social network and because of that I want you to try it.

Fast-paced, interview style, catchy music, it’s all a recipe for the future of how humans will consume content.

6. This presentation is 3/5 stars. Reviews matter a lot.

Have you checked your reviews lately? This is one of the most powerful “trusting” signals there is. People telling the world how they feel about your organization based on a 5-star review. But it isn’t just Google reviews. For a long time, Facebook reviews mattered, LinkedIn recommendations mattered, and people leaving reviews on Yelp mattered. That has evolved into AirBnb reviews, Glassdoor reviews on your business, and every company has a Google places page where you can leave all the reviews you want.

But aren’t people “gaming” the system and buying reviews? Yes, they are but don’t worry, it’s not as bad as you think. And it makes honest, actual reviews stand out much more. It’s really difficult to police fake reviews, so your strategy should always to be to acquire more legitimate reviews.

7. What would YOUR Netflix series be?

Drive to Survive may not have “saved” Formula 1 but it sure did help market the sport outside of Europe. If you haven’t watched the now famous Netflix series, here is the trailer.

8. There are only two reasons why people go to your website

To solve a problem or to entertain themselves. There’s nothing else we do online. So stop “getting your brand” across to folks, either solve my problem or entertain me. If you aren’t doing one of those two things you are annoying me.

Have a newsletter? Great, only send it out when you have something to share. Have a Facebook page? Great! You don’t need to share daily. Sometimes not saying anything at all is the right thing to say.

9. The market for something to believe is infinite.

Originally a Hugh MacLeod cartoon, “The Marketing for something to believe in is Infinite.” Was on my first business card. It’s on a print hanging in my house. I love what this quote communicates. Your job is to dream up something that people can believe in.

What do you believe in?

10. How will you OUT-CARE the competition?

What’s your thing going to be? In Andre Agassi’s book Open, you learn he never liked tennis almost throughout his entire career. He only found true happiness when he started helping people by building schools and championing a cause much bigger than himself.

You don’t have to wait to win 8 majors then have an epiphany. You can help people starting today. All you have to do is starting caring a little more.

To sum up the 10 shifts in the future of marketing in 2023:

Your 3 P’s > Simply posting on social
Website > Store, Brochure, Schedule, Registration
Solve a problem/Entertain > Awareness
Unique Selling Prop > A marketing strategy
AI-Assisted Content > Doing it yourself
Activated Sponsorship > Traditional Sponsorship
Storytelling > Advertising
Attempting the New > Doing the Same Old
Dreaming Big > Just Doing Your Job
Care More > Providing a Service

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