Jorge Zuiga Blanco previews digital marketing trends to come in 2023
2021 and 2022 have been years of growth for many new marketing trends. Trends such as the rise of content, video marketing and the importance of privacy have undoubtedly been the drivers that have generated significant changes in the industry. Additionally, these new trends have impacted how brands and businesses across all industries apply digital marketing and advertising strategies to reach their target audience. More is to come in 2023 and Jorge Zuiga Blancoan entrepreneur and marketing expert, explains some of the trends to come in the new year.
In terms of advertising investment, many countries have already recovered from 2019 investment levels, but some are facing a slower recovery. Despite the fact that 50% of marketers consider the first half of 2022 to have been better than expected, expectations extend to 2023.
For its part, a relevant fact is that advertising investments in online media have consolidated after significant growth in 2020. 50% of companies invest more than 40% of their budget in advertising in digital media and formats, a trend that will continue to increase by 2023.
Marketing agencies have focused in recent years on ultra-specialization. This has caused many companies to manage their marketing with a pool of agencies that sometimes becomes unmanageable and complicates strategic alignment. Because of this, companies are forced to run four or five different agencies, leading to a model that usually ends in chaos.
This is why in 2023 and in the years to come, the marketing agency that operates as the only 360 agency, with services that cover the areas of marketing and communication that brands need, will be the one that can face to this market, both economically and strategically. Marketing 360 covers a wide range of services, such as traditional marketing, digital marketing, mobile marketing, website optimization, among others.
It’s no secret that the marketing industry over the past two years has been conditioned by the end of the pandemic and more recently by the conflict in Ukraine, says Zuiga. When it comes to companies announcing investments, one of the main fears for many sectors is inflation, which can dampen the consumption of non-essential goods.
Indeed, the rise in the prices of basic necessities reduces the purchasing power of customers, which directly affects sales. In this context, all disciplines that offer shorter-term ROI are gaining weight relative to medium- and long-term stocks. Some metrics used in the context of performance marketing include CPM, CPC, CPA, and others.
The human-centered approach in marketing seeks to connect with the people behind this figure of the consumer, putting their needs at the center of everything and designing strategies that help create more empathetic connections with the public.
This approach has gained weight in 2022. In 2023, it will become even more important as more marketers begin to implement human-centric strategies.
For the marketing sector, companies but also agencies must build a relationship with their customers based on their most human side, stop treating them as another sales figure and transmit a message in line with their needs and with the values of the brand.
With omnichannel marketing, the line between digital and offline is increasingly blurred. Of course, there are online channels and offline channels, but the important thing is not so much the type of channel, but the strategy that unifies all these actions from a single direction.
Already in the years leading up to the pandemic, we had seen a shift towards an increasingly omnichannel consumer and user which, as mentioned, blurs the lines between offline and online.
Concludes Zuiga, What the pandemic has come to do is accelerate this change. This has forced brands, media and agencies to have much more interdisciplinary teams. That is, teams that include not only professionals specialized in all areas of marketing, but also professionals from other disciplines, such as technology.
About Jorge Zuiga Blanco
Jorge Zuiga Blanco is a leading e-commerce expert who has provided his services to growing organizations around the world. He has a diverse background in industries under his belt, which gives him the ability to build relationships and contribute to business owners in a variety of markets. He has over 20 years of experience in the e-commerce industry and for the past nine years has dedicated his expertise and knowledge to helping executives and managers grow their business.
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