Acer Indiaâ€™s Sooraj Balakrishnan on key trends shaping the marketing landscape in 2023

The year 2023 has started on a rollercoaster note, with an accelerated adoption of generative AI, AI chatbots, and digital innovations. This is bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.

As part of our annual TRENDING NOW series, Adgully has been approaching key industry leaders to Crystal Gaze into 2023 to highlight the major trends and developments that they see dominating the industry in the year ahead.

In conversation with Adgully, Sooraj Balakrishnan, Head of Marketing, Acer India, speaks about significant trends shaping the marketing landscape in 2023, prioritising incremental value creation and customer-centric innovations, focus on sustainability and more.

Key marketing trends in 2023

Over the past few years, marketing teams have encountered multiple external challenges, including the pandemic, changes in consumer behavior, economic instability, inflation, job losses, and geo-political turbulence. Moreover, there is a likelihood of an economic downturn in 2023, which would intensify these difficulties. Nevertheless, despite these obstacles, marketing teams must be ready to face them and promote growth for their organizations.

Hence, it is vital to examine the significant trends that will shape the marketing landscape in 2023.

Personalization - Customized experiences for customers will continue to be a top priority for brands.

Voice search optimization - As voice assistants continue to gain popularity, optimizing content for voice search will become crucial.

AI (artificial intelligence) in marketing – AI is revolutionizing marketing by enabling marketers to target the right audience with the right message at the right time. AI-powered chatbots like ChatGPT are also changing the game by suggesting products and services to potential customers at the opportune moment, thereby influencing their buying decisions. AI is proving to be a game-changer in the world of marketing, empowering businesses to make data-driven decisions and deliver personalized experiences to customers.

Influencer marketing - Influencer marketing will continue to be an effective strategy, but with an emphasis on authenticity and micro-influencers.

Sustainable marketing - Consumers are increasingly aware of environmental issues, and brands that prioritize sustainability will resonate with customers.

Social commerce - The integration of e-commerce into social media platforms will continue to grow, allowing customers to make purchases without leaving the platform.

Interactive content - Interactive content such as quizzes, polls, and surveys will continue to gain popularity, providing customers with engaging experiences.

Major expectations from 2023

Last year, brands managed to overcame pandemic-related challenges such as labor shortages, supply chain disruptions, and demand fluctuations. As businesses look towards 2023, they are expected to prioritize incremental value creation and customer-centric innovations. Customers’ expectations are evolving, and brands need to bridge the gap between digital acceleration and actively building customer intimacy. The primary focus for brands is to innovate and foster a deep connection between the customer and the brand.

Key focus areas for Acer India in 2023

As a leading technology company in the consumer market, Acer is committed to meeting the evolving needs of our customers while also prioritizing sustainability. Looking ahead to 2023, our major focus areas will include:

Developing innovative products that offer cutting-edge technologies and features, such as gaming laptops and desktops, virtual and augmented reality technologies, and 5G connectivity.
Investing in sustainability efforts to reduce our carbon footprint and promote a greener earth. This will include reducing waste and emissions and promoting environmentally responsible practices.
Providing excellent customer service to our customers through a variety of channels, including online support resources, personalized assistance through our call centers and retail locations, and community-building initiatives.

Overall, Acer is committed to delivering innovative, high-quality products and services that meet the evolving needs of our customers, while also prioritizing sustainability and environmental responsibility. We are excited about the opportunities that lie ahead in 2023 and look forward to continuing to innovate and grow as a company.