Which Marketing Trends Should Your Brand Follow? 
Keeping up with the latest marketing trends can be the difference between a brand or product line thriving or falling flat.
The amount of information available to the modern marketer on trends and tactics can be overwhelming, and you don’t want to waste resources on a passing fruitless fad.
In this article, I will share with you the top 4 marketing trends I’ve seen come up again and again in my real-life experiences working with large brands most recently and throughout the past year.
Top 4 Marketing Trends to Follow
1. Shift in messaging to value and showcasing a range of product price points in the wake of economic uncertainty
As I look ahead, brands should be thinking about their brand communications through a lens of a consumer who is more careful with their spending and/or feeling the constraint of rising prices.
When a brand can quickly pivot with the current economic climate, it’s possible to stay ahead of it and turn a downturn into an opportunity. By finding creative ways to showcase their brand’s value, marketers can help connect with customers who may be experiencing hardships. My colleague, Leonora Polonsky offers some excellent strategies for “Value Reframing” and how your brand can successfully introduce a lower priced offering without damaging your reputation. Leonora says the key to success is to “Delight Don’t Dilute”. Read the full article here.
2. Testing and learning about the metaverse
I recently attended a session by the University of Illinois about the metaverse and learned that 70% of business executives believe the metaverse will help them grow their businesses. With consumers having a physical being as well as a virtual persona, the potential for brand purchases doubles.
Many marketers view this as the new frontier, where there is limitless potential to tap into the digital mindset of consumers who are interested in gaming, social networking, and digital assets. The savvy brand and marketer will be keen on early adoption to maximize the potential of these new avenues of revenue.
3. Social responsibility and transparency
It has become increasingly clear that most consumers want to trust and purchase from companies that are socially responsible. This was a big trend in 2020 and 2021 with heated political, social justice, and environmental topics on consumers’ minds. Standing by your brand’s values and offering transparency has never been more important.
4. Increased interest in marketing training
Now that organizations are coming together in person and may have had employees join during the pandemic when training was paused, the interest in training marketers is growing. Organizations are looking for both brand-building and marketing fundamentals coaching, but also helping newcomers understand the “soft skills” of being a brand leader as well.
These soft skills were often lost or hard to gain exposure and learn during two years of working from home, but with the widespread return to office efforts of many of the largest companies, it’s clear that in-person networking, sales, and brand-building is back in full swing.
Are you interested in staying ahead of the trends and boosting your brand’s competitive edge? I am currently offering custom brand-building training and workshops as well as marketing fundamentals coaching. Contact me here or send me a message on LinkedIn to learn how I can help develop your marketing strategy and marketing team for a successful 2023 despite any economic circumstances.
