Chris Shihadeh looks at potential marketing trends for 2023
The changing landscape of consumer spending in 2022 will bring new pressure to digital marketers and businesses throughout 2023. Experts like Chris Shihadeh are solidifying marketing plans for the new year while leaving plenty of room to pivot based on economic and social influences.
Many of the biggest expected developments are associated with social media shifts and the eventual expansion of monetization options via voice searches. The ever-evolving creator and influencer landscape is expected to shift more ad dollars toward niche content creators with smaller, invested followings.
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Voice-enabled search marketing increases
According to Chris Shihadeh, despite Amazon slashing jobs associated with Alexa development and Google also reducing the workforce connected with Google voice products, new ad opportunities are expected to emerge on various voice search and command platforms. For digital marketers, this can mean an opportunity to get in on the ground floor with lower ad costs and more opportunities for robust A/B testing.
Customer retention concerns grow
Chris Shihadeh advises many digital marketers often stay focused on new customer acquisitions and do not strategically strive to retain customers. Market insights point to spurring repeat purchases from previous buyers will be a stronger focus in 2023.
TikTok takes center stage
TikTok ads are already spurring innovation, but new advancements in ad targeting and innovations in business-side dashboards are fueling more strategic spending. With more tools available, more and more ad spending will start to move toward Tik Tok, particularly for products and services targeting younger consumers.
Influencer spaces evolve to niche
Chris Shihadeh advises the creator and influencer ad space will also shift to accommodate more niche and creative social media users. Even without huge followings, many highly targeted accounts feature loyal and engaged audiences able to provide a high return on investment.