By Paulo Areas, executive creative director, TBWA/Raad
The world of marketing is ever-evolving and staying ahead of the game is crucial for success. By 2023, we can expect to see some exciting trends and advancements in the industry that will help marketers get the most out of their strategies.
As technology continues to evolve, creativity will become increasingly important not just to advertising but to everyday life in 2023. We are already seeing unprecedented developments in the creative disciplines that are transforming our world. From data-driven personalisation to artificial intelligence, it is clear that the future of creativity will be marked by innovation. But where will technology lead us? Well, that depends on the people who will be in the driving seat of these new technologies.
Artificial Intelligence (AI)
AI is already being employed to automate certain marketing activities, but its potential is still largely untapped. As AI technology continues to evolve over the next couple of years, more companies will be able to use it to increase their reach and create more personalised customer experiences. AI can be used to analyse customer data, tailor content to match the interests of specific audiences and develop more successful campaigns, and even to create content itself.
The truth (AI)
And if you have read up to now, you may or may not have realised that the first few paragraphs of this interview were written by AI (ChatGPT). It is impressive. I typed: “Write me an article about the trends on advertising for 2023”, and there it was. Yes, it is as exciting as it is scary but I truly believe that technology is here to enhance people’s talents and not to play against them. It brings a new brain to the equation. But every strategy will still need a heart, every copy will still need a soul and every design will still need an eye. And only talented creative people can have that. So, if you are wondering about the impact of AI on the creative product, start seeing it as an ally and not an enemy capable of enhancing your talent and making you better at whatever you do. The formula is simple: we just need to stay curious, learning and keep digging beyond the tool functionality to find and explore AI’s endless possibilities.
The metaverse
Remember the metaverse? That thing that happened in between NFT and Midjourney? Wait, I am not saying it is not big anymore. It still is and the possibilities are endless. But the metaverse is just another amazing possibility for creative minds. We do have this thing where anything new that happens seems to be killing its predecessor. The next “this is the future, and all the rest is old” could not be more wrong. Everyday we are expanding this bucket called creativity with tools, platforms and technologies and that is exciting. Add the metaverse to this equation, to your marketing plan, to your creative mind, mix it with whatever came before and whatever will come after and something exciting will happen, I am sure.
Data
According to Forbes, over the last 10 years, the total data in the world has increased from an estimated 6.5 zettabytes to 97 zettabytes. We never had that much to work with, so let us use it properly. Data and creativity should be like brother and sister, while in many cases they are still working in different departments. 2023 hopefully will change that for good.
Customer experience
All these possibilities we mentioned so far help create a better user experience and this is what matters the most. The customer experience was never so centric in a brand relationship, improving loyalty and love. But brands and agencies need to stay relevant and up to date with the consumer’s evolution. And consumers are moving fast, so let us be more agile.
A good laugh
Now here is less of a trend and more of a hope. For many years, brands have been finding their purpose and supporting causes. And I do think it is very important that a brand has a point of view and brings positive impact on society. But the world could use some laughing right now. We have been through a lot. And I would love to see some brands taking things a little lighter and adding to their purpose bag, bringing a smile to people’s face. Sometimes we take ourselves too seriously.
Finally (I bring no evidence to this last paragraph; it is just an emotional guess), in 2023, no matter how much technology evolves, people should be in the front row. Companies and brands should double their effort to guarantee the welfare of their people, being employees, partners or consumers. Whatever brand or product you have, it will only prosper if it has the right environment, surrounded by diverse talent and mutual respect. No matter where we go as an industry, if we get better at putting people first, we will surely have a promising future.
