SIX MARKETING PREDICTIONS FOR QUARTER FOUR
Marketing changes very quickly as we know, but we try to stay ahead of the game by analyzing data, noticing what we notice in the market, and research.
When analyzing data, we gather information such as: who sees what, when, and how. Our job is to take the who, what, when, and how and find out the why.
Example: A Health & Wellness coach finds out that women between 30-40 years old sees her nutrition swaps series on Sundays between 8-9pm EST on Instagram reels.
Now we find out the why: Maybe because that’s near bedtime and these women are moms. Maybe because Sundays are when they are planning meals for the next week. Maybe because they are motivated to make healthier choices Sunday evenings. Its our job to find out they why.
Here are six MARKETING PREDICTIONs FOR QUARTER FOUR:
1.Mission-driven marketing
Studies show that sales can increase 1% to 3% when businesses put in the effort to improve communities, protect the environment, and stand against harmful practices that align with their core values. In this last quarter of 2022, we are craving to see more of the mission behind the brand. We see this with one my personal favorite brands Patagonia.
Patagonia recently just posted on Social Media that “Earth is now their only shareholder” after donating the 5 Billion Dollar company to climate change. I know that most of us can’t donate our companies, but we can take lessons from Patagonia before their grand gesture to Mother Earth. People were so invested in them because of their mission-driven marketing efforts. Other companies such as Ikea, Trader Joe's, Nova, and many others are doing a great job of this.
2. User Generated Content
UGC is when the brands hire creators to create content on the brands behalf. UGC is great because the follower count of the creator doesn’t matter, but the skills and creativity. UGC doesn’t usually look like an ad and can be a try-on, unboxing, product review, etc. We have a blog on UGC if you are ready to learn more.
3. Pinterest
Active users on pinterest dropped from 478 million to 431 million during 2021 *cough* TikTok *cough*. However, with creators repurposing their short-form video on TikTok along with blogs and a variety of other ways to digest information, I believe it’s making its come back.
4. Mental Health Focus
90% of creators have experienced burnout and 71% have considered quitting social media altogether, according to a recent report by Vibely. Consumers want to know how companies are protecting themselves and employees from burnout and improving their mental health.
5. Short-form Vertical Video
I’m sure this is no shocker! Short-term video took the internet by storm in 2019/2020. These short vlog-like videos changed the way people view content. However, I think we will see in increase in a little bit longer than the 60 second videos. This gives creators more freedom to say and do what they need to do in one video.
6. Automation and Systems
Automation has been more of a convenient tool for content marketers and not so much a standard operating practice. I think this will change by this time 2023 which I’m excited to see. I do think it’s important to have a real person operating an engagement strategy before and after the content is scheduled to go out.
I hope you have gathered from this blog that we believe brands must be impact-driven in order to be profitable and marketed effectively. In our marketing agency, we practice a half strategy, half execution approach.
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