Trends in Product Marketing 2023
Brands are always looking for opportunities to stand out among competitors and engage consumers. There are many different ways to reach out to buyers and promote a product. Strategies and techniques come in and out of fashion, and technology contributes to making things more personalised, dynamic, and interesting.
In 2023, brands are advancing in the use of data analytics, machine learning, and automation to target their audiences more effectively, enhancing engagement and increasing conversion rates.
In this article, we’ll look into strategies, techniques, and approaches that are a huge part of the success of businesses this year. Read along to find out what trends are proving to be game-changers in product marketing.
Influencers have definitely transformed the way we advertise and promote products and services. This is a trend that is here to stay.
Social media celebrities have significant power over their followers. According to the Social Shepherd, influencer content performs better than celebrity content. Therefore, when promoting a product, partnering with social media creators can help you reach a wider audience.
Influencers help your brand build trust and reach people interested in very specific subjects. Since they are already well-established on social media platforms, digital celebrities can help businesses start their presence in certain channels and find their audience.
Working with people who already have the sympathy of the audience can also humanise a brand and generate engagement.
At Odore, we have worked with influencers by sending them product samples and providing their followers with a link to also claim a product. Their engagement rates helped our clients reach a wider audience and introduce their products to more people.
Video content has gained popularity in the past few years. Working with videos is a highly effective and engaging strategy for connecting with an audience.
Thanks to smartphones and social media platforms, video consumption is on the rise. Audiences are constantly watching videos on Instagram, YouTube and TikTok. Why not harness the power of the medium to reach out to consumers?
Through videos, brands can tell compelling stories, showcase their products, and create an emotional connection with viewers. Short-form videos, live streams or long videos can all help people understand the benefits and characteristics of a product.
For beauty brands, videos are essential. Tutorials and video reviews play a key role in sales and conversion rates.
Personalised messages are also a growing trend in product marketing.
By understanding individual customer preferences and needs, brands can deliver targeted content, product recommendations, and offers that align with people’s interests, increasing satisfaction and engagement with the brand.
Personalisation relies on data collection and analysis to understand customer behaviour and preferences. This information can be collected through product questionnaires, surveys or just other monitoring tools.
Voice Search Optimisation
With the rise of voice assistants like Alexa and Google Assistant, brands should optimise their content and marketing efforts for voice search queries.
Marketing strategies for voice assistants should include audio snippets, conversational AI, and chatbots. These tools can help brands guide consumers to conversion and provide engaging ways in which to interact with companies.
Sustainability and Eco-Consciousness
Consumers are increasingly concerned about the environment, leading brands to promote eco-friendly practices and create sustainable products.
To capitalise on this interest, brands must be transparent about their commitment to sustainability, prioritise sustainable packaging, and aim for more targeted strategies. By aligning with consumer values and demonstrating environmental responsibility, brands can attract and retain customers who prioritise sustainability in their purchasing decisions.
To make marketing content more engaging and incentivise product interaction, brands are incorporating game elements into their strategies.
Gamification motivates customers to adopt desired behaviours and take specific actions. Elements like points, levels, badges, and leaderboards can encourage customers to complete tasks, make purchases, or engage in specific actions.
At Odore, we have created digital experiences in which customers could play, experience virtual stores and claim a product sample, combining a few strategies for people to fund out more about products and test them themselves.
Advertising that seamlessly blends with the platform or medium is becoming more prevalent, providing a less intrusive market experience for consumers.
Native advertising strives to match the look, feel, and context of the platform or medium where it is placed. The content blends with the surrounding editorial pieces, making it appear less intrusive and more appealing. By integrating into the user experience, native ads can capture users’ attention without disrupting their viewing experience.
This type of advertising provides valuable and informative content, positioning the brand as an authority in its industry and building trust with the audience.
Brands can create interactive experiences t engage customers and gather valuable data. Rather than passively consuming information, users can actively participate in the content, leading to higher engagement, better brand recall, and increased conversion rates.
In 2023, interactive content continues to gain popularity as brands seek to captivate their audiences and provide more immersive experiences.
This type of content provides valuable data and insights that can inform future marketing strategies. Interactions mean more possibilities for tracking responses or behaviours from customers, helping brands identify customer preferences, pain points, or purchase intent.
We have discussed how influencers are still extremely relevant in marketing strategies, contributing to higher engagement and conversion rates. Influencer-generated products take a step further when it comes to influencer involvement in marketing. In this strategy, brands collaborate with social media celebrities to co-create and launch new product lines.
This approach has emerged as a notable product marketing trend in recent years and is expected to continue growing in 2023. By collaborating with influencers, brands can tap into their organic reach to access a targeted audience that aligns with their market. Influencers’ expertise, credibility, and connection with their followers can greatly impact the success of a product launch.
Product sampling continues to be an effective strategy for brands to introduce new products to consumers, generate buzz, and drive sales. It is an approach that allows consumers to experience a product firsthand, increasing awareness, interest and potential conversion.
This strategy is particularly effective for introducing new products to the market. Offering samples allows brands to generate word-of-mouth recommendations thanks to a positive initial experience with the product.
It is possible to include product sampling in every other strategy mentioned above. Sending samples can enhance experiences and lead to brand loyalty. If customers are happy with the products they receive and customer service, they are more likely to continue purchasing from the same company.
Another great advantage of working with product sampling is being able to access consumer insights and feedback. You can ask for opinions, reviews, and suggestions, which will guide future product development, marketing strategies, and refinement of the overall customer experience.
Data is extremely helpful in every marketing approach, especially with social media and technology playing such an important part in customer relations and branding. Sending products to customers and asking for feedback provides brands with invaluable insights.
Subscription-based models have gained significant popularity in recent years and continue to be a prominent product marketing trend in 2023.
This approach involves offering products to consumers on a recurring basis in exchange for a subscription fee. It provides several benefits for both brands and consumers, resulting in increased customer loyalty, predictable revenue streams, and enhanced customer experiences.
Through subscription-based models, brands have more opportunities for product discovery and upselling, introducing new items or features to subscribers, or allowing them to explore a wider range of products.
Like product sampling – which can also be included in a subscription strategy – this approach also provides data-driven insights. Brands can analyse consumer behaviour, preferences, and trends through their audience, optimising marketing strategies and improving product offerings.
Reviews are a powerful product marketing trend. With so much of our lives and interactions taking place online, reviews help to influence purchasing decisions and build trust in a brand or product.
People often trust the opinion of others when deciding to buy a product. Therefore, user-generated reviews play a crucial role in product marketing. If someone is discussing their experience with an item, other consumers are more likely to pay attention, especially if the experience is extremely positive or negative.
You can read more about how to generate reviews for your products on our blog.
By leveraging user reviews, influencer endorsements, product sampling and social media presence, brands can build trust and enhance their reputation. Reviews contribute to brand transparency, authenticity and customer confidence.
In such a competitive market and with so many distractions, brands should always seek ways of attracting customer attention and generating sales.
The trends we have listed offer a world of possibilities to businesses interested in increasing their customer reach and engagement. Data can definitely help with targeted marketing efforts, making your message more effective. Product sampling is another strategy that can improve customer loyalty, generate reviews, and help guide future efforts and product launches.
Brands wishing to stay competitive, stand out, and attract loyal customers can use some of these trends to elevate their marketing campaigns and learn more about their audience.