Advertising is never a constant. The industry is always changing according to what’s new and popular when it comes to digital tech and social media. When was the last time you paid for advertising your products in a real newspaper? These days, digital-based advertising is rooted in how society at large responds to cultural norms, be they new or traditional.
Says a representative of Experience Agency, the 2022 Experiential Small Ad Agency of the Year, the right advertising moment has the power to transform someone not for mere seconds, but forever. That’s why the agency bases its advertising philosophy on culture.
They see ads as a way of creating transformative moments with digital and physical experiences where new paths are carved and consumer loyalty deepens. In the end, they are looking for lives to be enriched.
But if all this sounds like a lot of pie-in-the-sky ideological gobbledygook, think again. Advertising in the 2020s is entirely culturally based and it is powered by digital high-tech. That’s why many ad agencies don’t refer to themselves as ad agencies at all but instead, influencers.
The field is always changing, always growing, always keeping up with the trends. That said, what are some of the world’s leading young entrepreneurs predicting about advertising trends for 2023? According to a recent report by Forbes Magazine, both the internet and social media are constantly evolving digital landscapes.
The companies and organizations that advertise and influence on their platforms must change along with them. With changing regulations, evolving user preferences, and new platforms emerging every other day, advertising is about to change once again.
But how and to how large an extent? Maybe no one is entirely certain the specific changes that will take place, but some of the members of the prestigious Young Entrepreneur Council were willing to discuss what new trends will be affecting advertising in 2023.
AI Is Coming In Hot
Says Adam Toren of Kidpreneurs.org, the near future of advertising in 2023 will be powered by AI. It’s effectiveness and use should be expected to improve along with machine learning. What’s this mean? It means personalized ads for every customer and consumer on planet Earth.
AI promises to play a larger role in how and when brands reach out to the consumer. It also will help determine what consumers need and want while at the same time, maintaining the understanding that everybody is different based on lifestyle, age, sex, group, culture, etc.
Ads Will Be Socially Relevant
States Simon Bacher of Ling App, the ad game truly shifted in 2020. Today there is more of an emphasis on creating interesting content that jives with the consumer’s particular lifestyle as opposed to just asking them to purchase your product.
With money tight, customers want to know where there money is going along with who they are buying from. Also, consumers want to purchase brands that fall in line with their specific set of values as opposed to your garden variety, easily recognizable brand.
2023 will see the expansion of value inspired advertising. It will be a type of influencing that will be more social relevant, contain more meaning, and it will be trendy. A company could quickly fall behind if they don’t keep up with these new changes.
Personalized Ads Will Be Popular
According to Kristin Kimberly Marquet of Marquet Media, LLC, currently, there are lots of trends that are taking place in the ad industry that promise to continue to reshape the space going into 2023 and beyond. One of these new trends is personalized ads which are based on consumer interest.
More and more brands are attempting to figure out how they can be valuable and relevant to their customers and potential customers. The more personalized and relevant advertisers become, the more effective their marketing ability.
Proximity Marketing Will Be Of Primacy Significance
Maksym Babych of SpdLoad insists that along with personalized advertising will come proximity marketing. This variety of marketing places a focus on marketing to the right consumer at the right time. It uses relevant content, geo-positioning technologies, and personalized data. It also collaborates with near-field communication like Bluetooth tech, proximity identifiers, and geofencing SMS.
This rather seemingly complicated marketing method is theoretically ideal for brands that have a keen understanding of their consumer’s purchasing behavior. That takes data. But the data will tell the brand marketing team precisely what kind of content that can snatch the attention of their potential consumers and return customers.
Because it’s data driven, proximity marketing’s one downside is that it requires the user to ask permission of the customer in advance, much like asking for a potential subscriber’s email for a newsletter that might offer free content, but that also promotes your products, like books, music, or clothing.