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Major Media Marketing Trends for 2023

In order to stay ahead of the curve in what can be a fast-moving and constantly developing marketplace, media brands and businesses must regularly update their marketing strategies. This could mean incorporating new technology like AI chatbots, video streaming or AR app capabilities, or it could mean promoting new aspects of the products and services on offer. The aim is to gain and retain interest from audiences, and consistently work towards greater market penetration. 

Here are some of the favourite strategies that have emerged in 2023. 

Variety Is the Spice of Life 

The introduction of a different variant on a theme or the elevated version of a product or service can do wonders for attracting new customers. 

For example, most of the world already knows the basics of the popular card game blackjack, whether they’ve come across it in a Bond film or experienced it for themselves at a casino. However, online gaming platforms are utilising different variants of the traditional game to drive discoverability of their brand and generate interest from a wider audience. The inclusion of a 21+3 side bet piques the player’s interest as it adds in a new element to familiar gameplay; rather than sticking to a straightforward game of 21, players are encouraged to experiment with different variants and explore the full breadth of games on offer from the provider. 

Likewise, the game of chess is capitalising off an increase in interest lately, caused in part by Netflix’s wildly popular 2020 chess drama, The Queen’s Gambit. There has been a steady uptick in the number of people accessing chess for the first time over the past few years, and so online platforms like Chess.com are offering variants such as bullet chess, 4 player chess and Fog of War. Not only does this provide a wider range of options for new players to try, but also challenges experienced enthusiasts and encourages them to further investigate their favourite platform. 

OK Computer 

Recent developments in artificial intelligence models have led to the incorporation of many more AI features across a range of business areas. 

For example, rather than immediately direct a customer to a limited FAQ page or place them on hold to wait for a member of staff to become available, companies like Spotify and Starbucks are using AI chatbots to help answer customer queries. This technology is sophisticated enough to be able to assist with routine inquiries, therefore reducing the workload of customer service staff at the same time as satisfactorily answering customers’ questions. 

Another use for AI in business is data collection, and specifically that which helps to increase personalisation of a service for customers. Amazon, for example, has developed its own algorithms to create personalised shopping recommendations; not only does this introduce customers to more of what they’re searching for, but it also gives the distribution giant the opportunity to upsell certain products and promote their additional services, like Prime Delivery, add-on items and Alexa. 

I See It, I Want It 

Influencer marketing is not exactly a new concept anymore, but it’s one which seems to be sticking around – at least for the time being. 

The power of ‘influencing’ through a known name and face lies in familiarity, trust, and the impulse to emulate. By associating a brand with a particular influencer, a business is indicating that their values are aligned with them and that they can be trusted. The influencer themself acts as something like an older sibling or trusted friend, making recommendations based on their own experiences and sound decision-making. The entire set-up depends on honesty, transparency and partnership. 

And bigger does not necessarily mean better. Many established brands, such as Glossier and Audible, happily collaborate with micro influencers in order to reach a wider audience. Micro influencers tend to focus on a niche, or even hyper-niche, group of followers who may be overlooked by more mainstream marketing campaigns. By employing the influencer as a conduit, bigger brands and businesses can reach countercultural audiences and help them to feel included in the wider narrative of the company. 

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Cerys Lafferty

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