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After two years of major changes resulting from the pandemic, 2022 was expected to be a year of return to normality. However, companies were faced with several new challenges such as the war between Russia and Ukraine, rising inflation and failures in data security and protection. Additionally, with an increasingly demanding consumer, the time when brands and organisations were detached from the social, political or economic context surrounding them is now over. It is becoming increasingly essential for external communication to be consistent with the principles and values that organisations stand for. According to a study by InPress Porter Novelli, 76% of consumers perceive when a company acts contrary to the values they believe in, while 88% prefer to buy from brands that stand for something greater than products and services.
Even so, 2022 was, in terms of communication, a year of great progress, in which data and artificial intelligence continue to prove to be determining factors for the analysis and evaluation of marketing and communication plans.
For 2023, continued growth in communication is expected, grounded in the evolution and transformation of technology that has marked our daily lives. In this context, we identify 4 Communication trends for 2023.
In 2023, data-driven analytics metrics will take on a pivotal role in the Communication and Marketing sectors. With new and sophisticated Artificial Intelligence and data analysis tools, it is possible to track readership numbers for a given article or viewership of a programme, which helps in strategic decision-making and, on the other hand, in measuring the success of communication actions.
Data-driven content is the result of a strategy designed based on quantitative and qualitative information that identifies the needs, motivations and actions of a specific target audience. In other words, data also helps define the profile of the ideal customer. To give an idea, according to a BuzzSumo study, an article with relevant data achieves up to 37% more engagement than an article without this type of content, in addition to positioning the brand and its spokespeople as experts in the sector.
In this sense, it becomes clear that Communication must increasingly be data-driven, as it will benefit businesses in several ways, namely:
Over recent years, the concept of purpose has gained significant prominence in the world of Communication and Marketing, as, with an increasingly demanding consumer, brands must have intention behind their communication actions, that is, they must provide meaningful value and promote positive impacts on society. People are increasingly seeking closer, deeper and more personal relationships with brands and, for this to happen, communication must necessarily have a clear purpose so that consumers are naturally impacted and engaged.
New generations, especially Generation Z, are more aware of how the market works. Nowadays, consumers are not only concerned with the product or service they want to purchase, but also with the impact the brand has on the world.
Furthermore, high-growth brands are 66% more likely to see purpose as a growth-hacking mindset and as a way to guide decision-making among their own employees.
The Metaverse is in constant development, as it represents a digital world full of possibilities focused on virtual experiences where users can work, shop, play, among many other activities, through the use of technologies such as virtual reality, augmented reality, artificial intelligence or cryptocurrencies. With the popularity of virtual worlds and games, the Metaverse may, in 2023, have a significant impact on corporate communications, as it can allow people to meet in a virtual environment to collaborate and share ideas.
Many organisations are already investing in this strategy, in order to prioritise the consumer experience and open up new possibilities for contact and interaction.
Although still taking its first steps, voice-oriented technology is developing rapidly and is expected to have a significant impact on corporate communication actions in the near future. Voice is increasingly becoming a natural means of interaction, and personal assistant devices such as Amazon Echo and Google Home are working in this direction.
In 2020, a survey by Ilumeo recorded a 47% increase in the use of services or products with voice virtual assistants. Two years later, with new connection possibilities that go beyond voice assistants, voice-oriented workflow solutions are being created, which can simplify task management and allow people to focus on their work instead of having to interact with a device.
On the other hand, finding new ways to present products to customers that are faster and simpler enables a better user experience. As such, implementing voice and image recognition software gives customers new solutions for finding products. Increasingly comprehensive and optimised, these search programmes also promise to be one of the biggest Communication trends in 2023.
Organisations are evolving and transforming at a dizzying pace, so it is essential that Marketing and Communication teams keep up with the latest trends in order to be in a position to adapt quickly to new market realities and to the needs of their consumers.
Every year, we make predictions about the major communication trends for that year. However, new challenges always arise, making it difficult to predict exactly what will happen.
In 2023, we expect new challenges — which we will respond to by defining a strategy focused on the customer, in order to achieve outstanding results!
To find out more about how to implement a communication strategy, get in touch with us!
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