From geopolitical conflicts and global health safety concerns to the ongoing threats of uncertainty, marketers are facing no shortage of external challenges. However, with such uncertainty to come this poises new opportunities to connect and better understand their audiences. As we look ahead to 2023, the advertising industry is prepared to see some significant changes in trends and strategies.
As with any crisis, it is important for companies to understand how their consumers will likely behave and adapt their strategies accordingly to continue delivering value to consumers and differentiate themselves from competitors. With life being altered after the pandemic, companies have needed to shift their advertising strategies to focus on how their products or services can help people during this time. For example, advertisements for delivery services, online shopping, and telemedicine are highlighted as a way to stay safe and avoid spreading the virus. Expect to see a greater focus on honesty and authenticity in advertising, as well as a push for more stringent regulations to protect consumers. In fact, as reported by Forbes, 77% of people globally believe global brands have a greater ability to create positive change than the government does.
When calamity strikes, it is important to take a balance between promoting products and services while being sensitive to the current events and the impact they are having on people. Companies will need to adjust their messaging to be more patriotic or supportive of the people, while also making sure their advertisements are not seen as insensitive or exploitative.
Advertising during war and pandemics can be challenging, but also presents opportunities for companies to be creative and find new ways to reach consumers. Overall, the advertising industry is constantly evolving, and it is important for brands and advertisers to stay informed and adapt to new technologies and strategies as they emerge.
To keep an eye on these trends, check out our monthly blogs to see what emerges. Entech offers real-time research insights so that businesses can stay ahead of the curve and connect with their audiences in new and exciting ways! Email me at gdambra@entechnetworks.com for exclusive marketing insights that can heavily impact your business.
