A lot of innovation happens within a span of a year and, in some cases, decades of innovation. In this case, we are talking about the incredible shifts AI tools have brought upon us in the way we work, market, and interact in the last year. It’s a challenge if you don’t adapt and an opportunity if you know how to quickly learn and apply it to your business.

We wanted to make it easier for organisations to navigate the ever-changing forces of marketing and consumer behaviour to get the most out of their ROI on every dollar spent.

To do this, we tapped into our very own think tank of the best brains in the industry from Wizly’s global community of marketing and product leaders to prepare the Marketing Predictions report for this year – where uncertainty and recession hang over us. 

We want you to be prepared, understand the why behind the latest trends in the industry, and give you access to our cerebral crystal ball of leaders who have worked with the likes of Google, Twitter, Canva, Wati, EY, Dentsu and are currently helping the next generation of growth companies move in the right direction.

Here are some top finds.

The force of AI

The biggest trend has been to find alternatives to data-driven strategies with the threat of a cookie-less world. The threat isn’t going away, and marketers will not only have to educate their stakeholders even more, but they will also have to foster more creativity to connect with customers.

Artificial Intelligence (AI) is rapidly transforming the way businesses operate and how marketing activities are being carried out. In 2023, AI is expected to have a major impact on the future of work and marketing. 

AI can be used to automate mundane tasks, analyse customer data, generate content ideas, and optimise campaigns for better results. We have already read, discussed, and also tried our hands on ChatGPT – the new craze. And there is absolutely nothing wrong with letting AI allow marketers to identify new trends quickly and respond faster to changes in the market. But experts warn of flaws that could result. 

Also Read: From paper to pixels: Juwai IQI’s transition to a digital workflow

“While we’re also experimenting with it, I think using ChatGPT for content needs guardrails, or we’re just going to have thousands of content pieces online – none of which ever really solves a problem. Use it as an enabler to simplify research and find frameworks but do not make it a means of going back to the times of ‘let’s just publish more content’ – that’s not how you win,” says Vanhishikha Bhargava, a B2B SasS Marketing Specialist.

The era of product-led community marketing

Product-led communities are a business already; they’re created as organisations with a purpose and culture. These communities also happen to be one of the most effective forms of marketing and help businesses achieve their goals. Therefore, product-led community managers approach community building with strategies to build this synergy.

In 2023, businesses will have to build a product-led community that advocates for their brand and interacts with other community members.

Companies need to sustain deep, focused relationships with their target group of customers now more than ever. The future of work is collaborative and online communities are building blocks for it. 

Wizly is one such organisation that helps companies solve crucial problems by enabling them to find, connect and engage with an invite-only global community of leading independent professionals on a unified platform. Wizly truly embodies the future of work using a product-led community approach to give companies access to hire, learn and work with a global pool of high-skilled talent for business growth.

TikTok enters B2B in full force, and marketers should double down

Once you understand who your audience is, where they are, and what they think and do when they are on the platform, use Tiktok to find a connection with your audience and create value using a short-form video. B2B companies like Shopify and Grammarly have been using Tiktok to their advantage to make their brands known and define themselves.

“Throughout the pandemic, TikTok managed to attract a larger audience and is not only used for the younger generation anymore. It is an effective marketing tool to sell your products or services through short videos,” says Marina Masisca, an independent marketing consultant.

The urgency for product-led strategy

Companies need to build winning product experiences using product-led growth (PLG). If you are able to make your product do the talking and become the primary driver of its own growth, you’ve won half the battle. 

Also Read: 3 of the strangest uses of artificial intelligence that could make sense in the future

Address the product and its need by using the three key elements of a product-led strategy for a successful PLG strategy. If you are not actively considering how to minimise friction at each customer interaction, maximise product adoption by making it easier for users to adopt, and drive customer loyalty and advocacy through your product, it is time to be highly concerned about your product-led competitors.

“Asian businesses, including B2B businesses, will need to explore additional customer acquisition and customer nurture models to thrive as customer expectations of value and immediacy grow.  David Isaac, Corporate Venture Building, Casuality.

Focus on hi-touch point customer experiences

Customers will most likely be facing tight budgets, so keeping them satisfied and loyal will be critical. Carrying out your customer’s best experience while using the product plays a significant factor in your success. To do this, start with a clear mission and think seriously about the experience you want to create. 

“Instead of focusing on growth or market share, companies will need to focus on experience and loyalty. Customers will be more aware of their spending and have high expectations from companies.” Alicia Crowther, Three Digital Consulting.

Consumer-centric content marketing

Brands must provide high-value information, answer consumer questions, and guide them toward making the best purchase decision. It helps brands move beyond transactional messaging and tell a story.

On the other hand, finding the right ebook, social sharing platform, success stories, or influencers helps brands engage and bond with their target consumers by relating to their real lives- that approach will be more successful if branded content is more organic and authentic.

The full report, Marketing Predictions 2023, dives into how organisations can effectively market in the coming decade of product-led communities using AI, strong brand narratives, and consumer-centric messaging to yield the best ROI for every marketing dollar spent. You can download it here. 

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