5 Things Consumers Expect From Brands In 2023 | So Good News


If you haven’t considered privacy, storytelling, or representation in your marketing strategy, Digital Ethos’ Liam Thornton is here to explain why you should.

A black pug is looking curiously at a meringue pie

As customers travel, so does your brand’s channel / Charlesdeluvio via Unsplash

1. Consumer privacy is very important

2022 has seen an increase in cyber threats, user privacy and broadcast. A survey in the UK found that 39% of businesses reported a cyber attack in the last 12 months.

Business customers need to feel secure that their data is not sold to third parties and that the companies they interact with have measures in place to prevent cyber attacks. In 2023, it is predicted that marketers will turn their attention to tools such as Artificial Intelligence (AI) and blockchain to protect user data.

If used correctly, this will give businesses a cut above their competitors as strong cyber security will increase loyalty and strengthen customer retention.

2. Storytelling as a valuable marketing tool

Otherwise known as ‘news’to sell‘, this method uses the power of attraction. It is important for consumers to stay in the business. We predict that 2023 will be the year that businesses fully embrace this process.

To use the ‘selling myth’ effectively, the sales journey must be seen as having a beginning, middle and end. Case studies are important.

Potential customers need to see consumers as having a problem that can be solved by a product or service. Similar to the use of online security software, the use of case studies increases the reliability of the business in order to gain and retain customers.

3. Representation and inclusion

While the startup’s acceptance of underrepresented consumers isn’t a coincidence, 2023 will see more and more businesses talking to underrepresented consumers. A business that is marketed to everyone and not just a few will do better than businesses that have never been held accountable.

Brands that are hands-on with diversity and inclusion provide a welcoming environment for consumers. This will resonate well with audiences who don’t have it. In addition, diverse representation will increase the recall of online advertising by consumers, and start conversations about your business.

4. SEO will be boosted by keyword research methods

Thanks to the Alexa and Google Home speakers, a natural conversation between the user and a search engine to find information or services has become a popular search method. For example, ‘Who is Liz Truss?’ will provide information from the former Prime Minister’s Wikipedia page to answer the user’s question. Quizzes will grow in 2023 as a form of social media marketing.

Voice search is often used by people with disabilities such as the blind. Using this method is also beneficial for businesses as part of their integration efforts.

5. Positive relationships

Research shows that word of mouth, especially consumer feedback, is still one of the most effective marketing strategies. Customers trust a product if someone makes it for them.

Influencers have a large following and are subsequently paid to promote brand products to their audience. The numbers that the brand will receive if the audience is talking. This trend will peak in 2023.

Remember to match the right audience with the right product and create a long-term and positive relationship to grow the experience.

New and increasingly unique marketing opportunities will continue to grow in 2022. That’s why being alert to their potential can make a big difference in how you search for your current or potential customers.

contact us in smart design to provide you with a personalized marketing strategy for your business to thrive in the ever-changing digital world.


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