Timeless marketing tactics for ’23 and beyond

The truth is that brands and loyal audiences are built over time, and there are indeed timeless marketing strategies that trump trends. Here are some of the tried-and-true tactics we recommend sticking with in 2023.

Create authentic messages and prioritize corporate responsibility.

For a few years now, Americans have been pushing for more authentic content, especially on social media. Trilix even wrote about the desire for authentic content in early 2020. In fact, 90% of consumers say authenticity is important when deciding which brands they want to support. Consider the fact that social platform BeReal — a social media platform that pushes users to upload unedited, (mostly) unposed content daily — saw an increase of more than 1,000% in downloads in a year.

Similarly, more marketers than ever before plan to invest in corporate responsibility in 2023. Why? Audiences are demanding it. 50% of Gen Z-ers and 40% of Millennials want companies to take a stance on social issues and positively impact their respective communities.

How can your brand be more authentic and portray corporate responsibility?

• Balance polished content with timely, in-the-moment content.
• Let consumers hear directly from top leadership, especially when a difficult decision has been made.
• Encourage employee participation in social and charitable work, and outline a company mission.
• Avoid picking sides on a social issue until the decision has been vetted through all internal, external and stakeholder audiences as more harm could be done by taking a stance the company can’t actually back.

Let data inform decisions.

Data, as an objective and constantly refreshed source of information, does and should educate marketers’ decisions now and in the future. However, the way marketers receive data may be changing.

Marketers prepare to bid farewell to third-party cookies as Google, Apple and Mozilla previously announced plans to phase out third-party cookies tracking, which allows a third party — often marketers — to see how users move across sites on the web. Third-party cookies tracking allows brands more insight to user interest and behavior. But increasing privacy regulations have changed the digital advertising ecosystem. Savvy advertisers will benefit from beefing up plans to gather first-party data, which is data collected only from those who visit a brand website or app.

How do you make sure data drives your decision-making?

• Prioritize methods to gather first-party data.
• Analyze performance data on all digital and traditional channels on a regular basis to optimize campaigns.
• Use a data listening tool or marketing partner to decipher data and create a strategic plan.

Remember: Integrated content is king.

Content has been king for decades as consumers want educational, entertaining information to whet their appetite for a brand. The real truth is that integrated content is king.

An integrated marketing approach involves customizing the same pieces of content for different platforms and audiences. It helps carry consistent messaging across multiple platforms, reaching different audience segments without devoting extensive additional resources to content production.

Consider the fact that all media consumption is up across the board. Total TV usage in November 2022 rose nearly 8%, and time spent on streaming platforms continues to rise. About 80% of social media users say they use social media services at least daily. Nearly half of respondents in a February 2021 survey said they spent five to six hours on their phone on a daily basis, not including work-related smartphone use.

Integrated content marketing doesn’t just make content producers’ and advertisers’ jobs more manageable, it’s imperative to keep up with the demand for content on all digital and traditional platforms.

How do you make sure your content is integrated?

• Identify the audience you want to target, which platforms are relevant to those audiences and where your dollar goes farthest.
• Plan for long-term goals, then use short-term campaigns that will leave established audiences wanting more and will entice new audiences.
• Brainstorm the messaging you want to convey and how you can mold it to be relevant on a variety of media.

So whether it’s today, next year or next century, marketers will always be able to rely on a number of unchanging truths to guide their efforts as they release new products and services, attract new customers and retain brand loyalists throughout 2023.