What are the new marketing trends that brands cannot fail to take into account

started a year ago burdened with the challenges of business communication. Both conditions that cause changes in consumer habitssuch as the uncertainty it causes when planning a plan, and the intrusion of technology into all consumer processes, are just some of them.

As part of the launch EssenceMediacom in Argentina, Johay Rodríguez, the company's head of product, transformation and e-commercehe told what are the marketing trends for 2023.

EssenceMediacom is a marketing agency that was created through a merger Mediacom, an independent media company that brings you audience-centric thinking and bit, a company that was born a few years ago and is focused on using technology to promote the growth of their clients.

This company has 120 offices distributed in different markets around the world, and among his main clients are Coca Cola, Airbnb, Uber, Adidas and Huawei, while in Argentina they work together with La Virginia, Ilolay, Megatone, among others. On the other hand, the company has a basic premise: "We understand that when technology is applied to marketing, great results can be achieved"Rodriguez revealed.

Furthermore, he explained: "Companies today strive to be relevant to people. Big or small, they want to stand out and offer something different. Today, they are not only thinking about the economic benefit, but about all these brands they have purposes, they want to do something to make life easier for people, or to be sustainable, or not to harm the world. So what the company is looking for today is be relevant to people in their context".

Rodríguez admitted that the main challenge is aimed at decipher the way brands adopt new human behaviors, as well as seek growth in an ever-changing environment.

"We live in a revolutionized world where you can even shop for groceries from home, or pay bills with your fingerprint or face, then, companies are aware of this and are looking for agencies, companies or companies to help them cross that path"he explained.

These are five marketing trends for 2023

One of the main trends that Rodríguez mentioned was strong commitment to a comprehensive communications plan: "Companies run by financiers who think only of investments are a thing of the past. Today, companies strive to convey their messages in a more entertaining way, which in turn is dedicated not only to the consumer, but but with those premises with which the client feels identified".

1. Technology applied to marketing: The future is in accelerated or conscious automation. It's about you artificial intelligence will start to have more importance both in the business context, as in that of people. “You'll start seeing more and more BOTS who solve things instead of people", Rodriguez explained.

2. e-retail: The boom in e-commerce took place during 2020 and 2021. However, it is here to stay: "The market or traditional superstores such as supermarkets will start to revolutionize the world of e-commerce through information and more and more companies will enter this world," he said. is a manager. The revolution is called retail or e-retail.

   "In the following years, we will stop the habit of going to the store to shop, we will start doing it in this e-retail environment. Actually, Coca Cola and Bayern are two examples of companies trying to establish themselves in this market, taking Mercado Libre and Rappi as examples in Latin America".

3. Diversification of social networks: Rodríguez explained that the trend indicates power Goal (which brings together Instagram, Facebook and WhatsApp and belongs to Mark Zuckerberg) will begin to decline and people will begin to diversify social networks. This means that more and more mass social networks will appear.

   "It is a trend that is very important in the world of marketing because it means our efforts, who were previously very focused on the world of Facebook and its rules, they change course and have to start adopting new formats for different platforms. Now we will have to pay much more attention to new trends reach our consumers through all of them," discovered.

4. Automation: It is a way to deliver different messages, taking into account the tastes of each person, automatically and applied to each platform. That is, it is a Ad placement that delivers tailored messages at the right time. For this, the information that the consumer agrees to share is taken into account. So if someone bought or simply liked Adidas shoes, You start being shown other products that you might like or even that pair of shoes until you decide to buy them.

5. Partnership before ownership: It's about setting priorities alliances with other companies, with the aim of speeding up the process, instead of starting the process from scratch, regardless of the name and economic strength of the company. "If a company decides to launch its own application, it has to think about methodology, logistics, hiring experts, among other things. And that requires a lot of effort and a lot of time. On the contrary, if you establish an alliance with another company that already operates in the area it is interested in, you save time and money," Rodriguez finished.