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You’ve seen the rise of the internet and the upheaval of the once invincible social media platforms. Now you are experiencing how the new kids on the block are causing a storm in the digital world – but will this be a pivotal point for your communication strategy in 2023?
Whether it’s ever-changing human behavior, social media, artificial intelligence or the metaverse, it’s crucial to be aware of the latest trends that could disrupt your communication strategy. These trends affect how you communicate with your audience and how easy or difficult it will be to reach them.
Artificial intelligence in marketing
As we approach 2023, we can expect even more brands to start using artificial intelligence (AI) in their marketing. With the latest releases, such as head-turning ChatGPT and Lensa, we can already see how AI is shaping the game of content creation, especially copywriting and image generation.
Why is this important? Your audience is exposed to a huge amount of this AI-generated content, which is highly relevant, engaging, targeted and well-written. Can you beat the algorithms? Probably not, but you can’t ignore their influence on your audience.
Related: What Is The Lensa AI App – And Is It Dangerous For Your Privacy?
So, what’s the best way to build a relationship with your audience and stand out from the bots? Take advantage of being human while keeping your audience suspicious of robot language. Your communication style needs to be more personal and targeted than ever before.
Whether or not you choose to use AI in your marketing, it’s important to keep an eye on what you’re competing against so you can stay focused on connecting with your audience. Your personal personal brand can become your most valuable asset.
Social media disruption
Social media has been around for a while, but worries about freedom of expression recently increased with respect to many platforms. A millionaire investing in or buying a social media platform has become a common scenario. Elon Musk, Kanye West, Donald Trump and Jeff Bezos are among the mega-rich getting in on the action — all with money or attempts to get their share of the social media pie.
Aside from the obvious consequences of censorship for fundamental human rights – restrictions on freedom of expression, limited access to information and lack of privacy – there are detrimental side effects for online businesses and their communication strategy.
Do you need to change the way you talk to make sure you’re not being shadowed? Should you avoid openly making controversial or political statements or expressing opinions that go against the interests of those who own these platforms?
Unfortunately, there are no ready answers to these questions. But one thing is clear: you can’t just rely on social media as your only way to talk to your audience or promote your business. Instead of communicating with your audience through just one channel, diversify.
I learned this from personal experience when I lost access to my social accounts and my audience overnight. If I had relied on one platform to run the show, it would have been detrimental to my entire business!
But by practicing what I preach, my business survived thanks to my PR efforts that covered my ground outside of social media. With published articles written by or about me on trusted channels, I’ve created the strong, versatile personal brand that still stands behind me – despite the unpredictable lockouts and blackouts.
With content created by people, not brands, reaching wider reach and visibility – with a decentralized mode of promotion that is harder to censor – now is a good time to prioritize user-generated content and leverage your personal brand.
Related: 10 Social Media Marketing Strategies for Business
Metaverse and Web 3.0
Remember when the daunting unknown “Internet” first came about? A world of brick-and-mortar stores faced a critical decision: jump on board and sort it out, or ignore it and risk being left behind. Enter 2023 with the Metaverse and Web 3.0, and here we are again…
The Metaverse offers a world of possibilities for brands that want to create an immersive customer experience. With the ability to represent your brand in a 3D world, you can create a unique and personalized customer journey for a lasting impression.
With the Metaverse and Web 3.0 technology set to have a major impact on customer-brand interactions – whether or not it seems to apply to your brand and your audience – you’ll want to understand how it works when it’s time to to take a step.
This is not to say that you should take a step now to avoid falling behind. But it may be worth studying what other brands are doing in this area and how these new technologies can advance your future communication strategy.
Related: Digital Avatars Are The Face Of The Future. This is why.
Consumer behavior and awareness
As if the infamous algorithm changes didn’t make it challenging enough to market your brand and offerings, consumer behavior is becoming increasingly complex.
Buying decisions depend on complex factors such as brand values, environmental impact and social responsibility. Also, consumers are becoming increasingly aware of marketing efforts.
That’s another prompt to never forget your creatives – the ultimate scroll stopper. In a world where we are constantly bombarded with information, people crave deeper connections and more authentic experiences while still demanding entertainment when they go online.
To stay ahead of the curve as the landscape changes, you have to constantly innovating, experimenting, stay flexible and adaptable, and stay focused build real relationships with your target audience.
Related: Why Remote Work Will Fully Embody The Metaverse
The stabilizer: consistency
With so many changes and trends in the world of marketing and communications, it can be easy to get distracted by shiny new objects, jump from one platform to another, or try different strategies.
As you develop your communication strategy for 2023, the main thing is to stay consistent: consistent content creation and messaging. Do this and you can weather any trend that comes your way.