A week ago I spoke in general about the marketing trends for 2023. At least globally, about what I see and perceive within the industry. But I began to reflect that Mexico, in terms of marketing and advertising, is not always on par with what happens in other places such as the US or Europe, where all the trends in general come from -as well as the data-.
So, before starting 2023 with everything, I think it’s time to talk about the trends particularly for Mexico -and perhaps Latam- for the next year.
1. We will see some brands plan efforts on TikTok. Yes, I know that I have talked endlessly about this social network. But every time I have a meeting with a client, it usually sounds like we should start looking at TikTok. Not just advertising efforts, but also fully content-related. I think the trend here is that many companies and brands, both global and SMEs, will enter this social network. During 2022 we have seen that the seed of “marketing on TikTok” has been sown. During 2023 we will see that many brands will try to make content in that medium.
Advice on this point: If you are a brand and you do not see results that you expect, mainly “going viral”, be patient. Tiktok is more about perseverance and understands the new rules of the game very well.
2. There will be greater openness to other digital media. I have also heard this in many meetings in recent months and it is the big question: If Facebook [Meta] and Google has stopped working for us like a few years ago… where do we migrate our investments? I think it will be very important during 2023 and even in future years to think of a plan where we open our strategies to other digital media such as Linkedin, Pinterest or TikTok. Even others like Spotify or, perhaps in some special cases, Twitter. I think we’re at that point where we’re finding out that we’re giving the whole hand to Meta or Google. I was recently in a meeting for one of our clients and the entire strategy was based on Facebook-Instagram and when we talked about being in other media, the idea was not very well received. I think that’s the central point: we need to think about being in other networks, making strategic efforts in other places. Or at least test and measure. It’s time to stop viewing Meta and Google as the digital panacea. This also requires us as agencies and professionals: because sometimes we are so used to campaigning in these media that the rest of us forget: sometimes we forget that this is part of making a good strategy at all levels. [fin de esa disertación que me salí un poco del tema].
3. Good time for BTL strategies. In general, all offline strategies and/or crossing with digital will be very effective. The rational behind it is something that we are currently experiencing, where there is a “resurgence” for shopping in malls, in physical stores and everything that has to do with moving away from digital. During this 2022 it was preferred on many occasions to attend a furniture Expo than to buy it directly online. Although there are some industries that remain hyper-connected, there are others that prefer to return to the traditional offline. I believe this trend will continue in 2023: doing offline efforts will be a good way to generate more engagement, brand presence and sales directly. So at the slightest provocation, plan and execute everything that has to do with POS: activations, expos, trader marketing, among many others.
4. Greater commitment to the “Brand Experience”. This is something new that the agency and some clients have had to experiment with very good results during 2022: Create live content for digital channels. It is not about making an expensive production to advertise it on TV, but creating an immersive brand experience where quality content is generated that can connect directly with your customers. Not only that, but also that they can interact in real time. It is not a secret at all that media outlets like Instagram and TikTok bet on their users going “Live” in order to generate greater engagement. In this sense, the brands that create this type of experience gain greater loyalty, reach, interaction, among many other things. Some of our largest clients in the agency have opted for real “brand experiences” with excellent results.
As a pretext for this column, I would like to thank our client Walmart and the entire team for their trust in the bronze Effie won by the “Maestros Parrilleros” campaign. For us, here at the Magicians, it has been a very satisfying challenge to execute, produce and be the technical part for the execution together with the Creative Guidelines agency.
Congratulations to the entire Walmart team, to Pauta Creativa and our agency, Los Magicians, who made it possible to win this distinction.
We read next week.