AI will be seen powering all marketing tactics in 2023: Tanvi Bosmia

The start of a new year is seen as 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 2023 kicks off, Adgully has approached key industry leaders to Crystal Gaze into 2023, as part of our annual Trending Now series.

According to Tanvi Bosmia, Associate Account Director, SoCheers, the key trends dominating the digital advertising and marketing industry in 2023, include the emergence of metaverse, increasing use of AI in marketing, more personalised customer experiences, and much more.

Key trends dominating digital advertising & marketing in 2023

There is no doubt that 2023 will be a year of sustained growth in the digital advertising and marketing industry. And, the way 2022 witnessed a paradigm shift in consumer behaviour, technological advancements and marketing tools, it becomes extremely important to stay relevant and be ahead of the trends. Some of the trends that I see dominating the industry in 2023 are:

The Metaverse - The metaverse since its inception has been the talk of the town. Though a handful of brands (like Wendy’s, Coca Cola, Samsung, Nike, etc.) were seen experimenting with the space, 2023 is expected to welcome more brands to innovate and disrupt the space further. This is definitely a great opportunity for brands to communicate with their customers and build a community anywhere in the world with more hands-on and engaging experience.

Artificial Intelligence - As an internet user, we all must have had an encounter with a chatbot somewhere, maybe on different websites or apps. This clearly marks its existence and evolution over the years. However, in the year ahead, AI will be seen powering all marketing tactics and integrated to almost all the marketing funnels. It has and will continue to make marketing simpler and sharper, enabling marketers, brands and agencies to analyse and collect data in an all-new paradigm. Dependency on and acceptance of Alexa, Siri and Google home are some classic examples. Although, currently these bots are used for basic requirements like playing music or finding information online, in the coming years marketers will be seen optimising these assistants for advertising too. For example, instead of reading, watching or hearing an ad and then remembering, people will be able to ask digital assistants about products and get immediate responses. 

Personalised Customer Experiences - In the eyes of any brand, the customer will always be the king. It’s not about convincing customers to buy your product any more, it’s more about providing them with a personalised customer experience to keep them coming back for more. And, undoubtedly personalised messaging helps in influencing the customer’s purchase decision and it is key in delivering quality service across all channels. And thus, the consumers in the coming year too would look for a much more involved, empathetic and memorable experience with the brands. This simply means, brands should invest more in creating brand journeys.

Short-form Content - While video marketing continues to be one of the most effective marketing tools, SFV (Short Form Video) format will only continue to grow further, especially considering the average attention span of an internet user is practically 10 seconds now. So, it becomes even more imperative for brands to market through formats that are popular among their customers, in order to stay relevant. 

Influencer marketing - Influencer marketing has been on the rise for a while now. To break through the clutter, brands are going to have to keep finding new ways to reach their target audience. As influencers continue to build up their social presence and larger audiences, brands can find opportunities to co-create organic seeming content via these influencers. It helps communicate their message and eventually influence the consumers’ buying decisions through the influencers that they follow. There is also a high possibility of the line between a celebrity and an influencer to blur out, in the near future. 

Major focus areas for SoCheers in 2023

At SoCheers, apart from expanding our footprints geographically and strengthening our client roster, we would focus on the following: 

Influencer and Video Marketing: The growing popularity and evolution of both these marketing aspects have given brands several innovative opportunities to reach and engage with their consumers. Moreover, their combination is also highly effective! Having already created successful versions of this combination in the recent past, it’d be interesting to work on new applications. 

Mastering the art of brand storytelling: It helps evoke emotions in the brands’ audience and establish a relationship with them, which will help the brands in converting this audience into customers.

Integration of AI technology: The technological advancements are on an upswing and how! Leveraging this, we would be integrating the nuances of AI and other tools into our overall work (SoCheers Films + campaigns) to help businesses derive more value from their products and services. 

Personalisation of UGC into campaigns: User Generated Content (UGC) has become a strong marketing tool for brand campaigns, as it allows the audience unique opportunities to interact directly with the brand. But the focus now should be on how we can customise it for specific audiences for even better and more engaging results.