7 Predictions for Marketing & Advertising in 2023
#1 A.I. adoption will happen at scale, and it will enhance our workflows
A.I. isn’t new, but in 2023 A.I. adoption will happen at scale. Breakthroughs in generative A.I. technologies that enable text-to-image (such as DALL-E 2, Stable Diffusion and Midjourney) and more expansive conversational A.I. tools like ChatGPT are going to augment the ways we think and work creatively.
Recently, Park & Battery created a Holiday card using generative A.I. In 2023 it will likely be even more accessible, where tools will give designers the capabilities to create beyond their means. We’ve already seen this in places such as the Photoshop Neural Filters and the recent iOS update where we can remove the background on our photos in less than a second.
We’ll also see A.I. being used more extensively in the research and early drafting stages of content creation, allowing writers and strategists to focus on the more creative aspects of the work.
#2 Video content will be short, sweet and shareable
Unless they’re binge-watching a Netflix series, most people don’t have the attention span to watch long videos. That’s why short-form videos will continue to dominate in 2023. We see brands and companies constantly showing up on our social media feed with fun, short videos – and they’re effective!
#3 Brands will want to advertise purpose over products
More brands will prioritize advertising their purpose and values over their products. This shift is driven by increasing consumer demand for companies to be socially and environmentally responsible, as well as the recognition that purpose-driven brands tend to be more successful in the long term. Advertising purpose over products allows brands to differentiate themselves and connect with consumers on a deeper level by aligning with their values and beliefs. By showcasing their commitment to making a positive impact on the world, brands can build trust and credibility with consumers, leading to increased loyalty and advocacy.
#4 Environmental sustainability will move from business opportunity to strategic imperative
Environmental sustainability will become a strategic imperative. It’s no longer a business opportunity, or a core value, it’s truly a matter of survival. Governments across the globe are making big moves, big investments and big efforts to ensure that the ‘cost’ of doing business, running a nation or educating youth has minimal impact to our planet.
Trends bubbling to the top of news feeds will include climate risk, technology and supply chain offsets. And organizations hoping to attract next gen leaders as well as new customers will need to have a position, a plan and programs around their sustainability differentiators if they hope to compete effectively in global and local markets.
We’ll also see new businesses landing big VC infusions and going IPO in all things sustainable even down to the foods we eat such as more plant based ‘meat’ alternatives, as well as the goods we purchase.
#5 Further developing emotional intelligence will be critical
An important trend in 2023 will be continuing to evolve our emotional intelligence. As we move into a world where people are learning how to handle stress and anxiety and taking time off work or school for mental health days, it will be important for us to learn how to help both clients and colleagues. Learning how to work with different personalities will keep people happy, projects moving along smoothly and deliver more client success.
#6 The stars say it’s going to be a monumental year
According to our team astrology expert, pivotal planets are going into placements that haven’t happened since the American Revolution. This big shift means big transformation for society – especially in science and technology.
#7 Park & Battery will continue to prioritize the well-being of our clients and employees
This you can count on! 2023 will focus even more on the well-being of our clients. As we collectively head into a time of economic uncertainty, demonstrating the intelligence and value Park & Battery bring to our clients will be more important than ever. This is established through Park & Battery being trustworthy partners, extensions of our clients’ teams, and by always connecting our clients’ marketing/brand activities to their wider business strategy.
In addition, there will be a bigger-than-ever focus on empowering our employees. We will continue to ensure they have the tools and support they need to be rockstars, a kind and compassionate work family and a fun, flexible agency environment, where everyone wants to be.
Remote work comes with many exciting benefits for employees, like the ability to travel and explore more readily. Jenny Truong shares her experience living, working and loving Asia.
Want to boost your advertising reach and target specific demographics? Learn about the benefits of OTT TV advertising, such as real-time campaign tracking, and key metrics to measure performance.
Meet Daniel Santos, Park & Battery’s VP of Creative Services. In this Q&A, Dan shares his favorite work and what he’s looking forward to the most at Park & Battery.