Marketers have 99 problems and keeping up with the trends is — well, almost all of them. Following marketing trends in 2023 can prove unfavourable for your brand if it doesn’t serve a purpose in the larger strategy at play.

Remember: Don’t hop on just because others seem to be on the same train of marketing trends in 2023! Pick only the ones that fit seamlessly into your brand personality, objectives and consumer persona.

Here’s a list of mistakes you should avoid while incorporating the latest marketing trends into your strategy. 

Considering AI as a replacement for creativity

Could artificial intelligence replace humans in creative fields? The simplistic answer is no. A nuanced approach would be to look at how AI is being used. Businesses and creative professionals must look at it as a tool that augments creativity and not replace it. It should be used to automate mundane and repetitive tasks, giving humans the time to take a step back and look at the larger picture — which the AI cannot… yet.

Diving into advertising platforms without clear goals

Don’t pick the advertising platforms because of their popularity and flourishing reviews. Spend time prioritising your goals and selecting the right platforms to achieve them. It could be a niche tool that may not work for most businesses but be the perfect choice for you. Have you looked into the potential of platforms like Glance and Appnext to step up the monetization capabilities, discoverability and visual appeal of your branded story?

Clubbing all ‘young’ consumers into one category

In 2023, ‘young consumers’ shouldn’t be a target group in your marketing strategy. Young consumers are not a homogenous demographic. It is important to remember that GenZ and Millennials are not the same or interchangeable. While Millennials have enough experience to be committed to their favourite brands, GenZ is still figuring out their preferences. You should consider them as two distinct audience segments. It will help you optimise your marketing strategy with the right mix of platforms, content and measurement.

Initiating conversations you can’t sustain

While inclusivity is crucial for products and communication in 2023, you must ensure it doesn’t feel forced or superficial. If your product is not inherently inclusive, you cannot sell it as one. If your employee board lacks diversity, people will question your intent behind every ‘inclusive’ campaign. Rightfully so! Work on the fundamentals. Results will follow organically — sparking consumer trust and loyalty.

Chasing collaborations that don’t ‘resonate’ with your brand

Follower counts are no longer a good enough metric to zero down on potential influencers, creators and collaborators. You want to collaborate with someone whose words feel authentic when they advocate for you. A niche influencer could be the right pick for your brand. Or maybe, your brand would benefit the most from user-generated content. Pick carefully.

As you work towards strengthening your marketing strategy for 2023, let your mantra for trends be simple: You won’t let the fear of missing out guide your to-do! To get started, contact us today.

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