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    MARKETING BITES
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    Content Marketing Trends in 2023 and Beyond

    As the end of 2022 is coming closer, can you already feel the thrill of an exciting 2023 in marketing and advertising? There have been so many interesting developments, shifts and turbulence in the world of (social) media, content marketing and consumer engagement throughout 2022 – and we have been keeping you posted on the most important of them through our “Marketing Bites”. Time to look into the future now!

    As Peter Drucker said, “the best way to predict the future is to create it.” Which predictions and game-changing industry trends for 2023 and beyond shall we keep in mind in order to be better equipped as marketers and content creators? No need for a crystal ball! Here is our selection of what’s coming next: 

    • Short-form video and algorithm-led approach. According to the Adobe Communications Team, video is the top channel for B2B marketing and the hot new trend is short-form video. TikTok, Instagram Reels, and YouTube Shorts are on the rise, thanks to consumers’ decreasing attention spans. 

    Short-form video accounts for 80% of all mobile data traffic. As per Forbes, there is no question that this format will only continue to grow. For businesses to stay relevant, they need to appear in the channels and formats where their customers are.

    As we know, Meta has had a hard time trying to catch up with TikTok and its increasing popularity. According to this analysis, users are going to see more and more content from Pages and people that they don’t follow infiltrating their Facebook feed. What this literally means is: At least in the early part of 2023, your Facebook feed is increasingly going to be filled with posts from Pages and people that you’ve never heard of. Eventually, Zuckerberg’s view is that 40% of the content in your main Facebook feed will come from Pages you don’t follow.

    • In-app entertainment vs. engagement in DMs. Posts from family and friends have always been Facebook’s bread and butter. Other apps can’t compete on this – but in recent years, that’s become less valuable, because people are posting less, and other apps provide more entertainment. TikTok actually doesn’t call itself a social media app, it says that it’s an ‘entertainment platform’. Apparently, people just don’t use these apps to engage with their friends and family in the same way as they once did. Now, according to Meta, most engagement actually happens in DMs, with people finding entertaining content in the feed, then sharing that with their close connections in private chats.
    • More AI-recommended and curated content. Just like Facebook, Instagram too is leaning into AI content recommendations to maximize user engagement – though that hasn’t been a totally welcome addition. Back in July, following complaints from various high-profile users, Instagram announced that it was scaling back the amount of AI-recommended posts in user feeds ‘till it could get it right’. Instagram is keen to show people more of the best content from across the app, with a specific focus on highlighting creators, which it also sees as a critical driver moving forward. Instagram really wants its AI-recommendations to work, while Reels is also its fastest-growing content format, so we can expect to see more random updates, and more Reels, in more places in the app.
    • Mobile optimized digital experiences. According to HubSpot , consumers are spending more and more time on mobile devices. In fact, more than half of annual online website traffic comes from mobile devices, including tablets.  As millennials and Gen Z audiences continue to grow buying power, mobile-optimized digital experiences will be even more vital to consider as a business owner who markets to these fast-paced, highly connected generations. The reasons why? 33% of global marketers invest in mobile web design, and 64% of SEO marketers call mobile optimization an effective investment. 
    • Offer value, don’t just sell. From a recent publication of the Digital Marketing Institute we learn that over half of marketers cite a large increase in the demand for content according to marq’s ‘Content Effectiveness’ report in recent years. But it’s not just about having more content, it’s about having content that provides value to prospects and customers. 

    As per marketing data cited by Adobe , 46% of businesses want to spend more on content, 79% of brands use content to generate leads, and 63% of B2B marketers use content to boost customer loyalty.

    • Empathetic marketing. How about jumping even further to predict how to achieve authentic, efficient and effective campaigns 50 years from now, i.e. in 2072? According to this future-oriented article, over the next 50 years, the connection between a brand and consumer will move from relevance to empathy. Human and artificial intelligence models generate contextual relevance based on audience profile attributes from historical interactions such as demographics, geographic, psychographic, firmographics, and RFM (*Recency, Frequency, Monetary Value). Then they use that contextual relevance to determine the best channel, creative, offer and moment to deliver an experience. In the future, human and artificial intelligence will be infused with emotional intelligence garnered from real-time sentiment, biometric, and life-moment-based data attributes. 
    • Above all, consumer privacy. As per the marketing trends outlined by Asana, among recent controversies regarding privacy and security, many reputable companies are developing new systems to ensure customers feel secure when providing their personal information. While identity theft and data breaches have always existed, the rise in cyberattacks has consumers realizing just how vulnerable their data is. While this isn’t exactly a marketing technique, increased data security allows customers to sign up for services, demos, white papers, etc., without worrying about data leaks or identity theft.

    To sum it up on a lighter note, let’s take a moment to appreciate our favourite Tom Fishburne – the Marketoonist – and his take on the hottest industry trends:

    Source: Click here

    Novelty Media, via SmartAdd, is an innovative media channel endorsed by Mobile Operators. We deliver bite-sized video content and ad campaigns only to real humans – mobile subscribers. As a 100% attention-based and human-focused platform, SmartAdd is your future-proof solution that promotes dynamic, two-way experiences and encourages active engagement with content. SmartAdd thrives on novelty, increases brand awareness and provides a high-impact content strategy. Keep following our Marketing Bites also in the new year, to stay ahead of the curve and learn the latest industry trends.