Digital Trends Q1 2023 is a report researched and analyzed by the digital marketing experts at Novaon Digital. It not only helps businesses update the latest trends from the four major advertising platforms but also provides insights and marketing solutions that businesses can apply to their business strategies.
Although inflation is predicted to slow down in Q1 2023, businesses will face changing consumer demands and loyalty due to rising costs. This creates the foundation for new shopping behaviors to emerge. So, which consumer trends will have the greatest impact on brands? And how can business owners solve their marketing challenges in this new context?
First, let’s explore the new trends and discover expert directions to develop suitable marketing strategies that meet customer expectations and lay the groundwork for subsequent quarters.
Prominent Communication Trends
In Q1 2023, there are three new consumer behavior trends that brands need to know: Be Myself: Personalizing Needs, Lagom: Just Enough to Feel, and Intentional Spending: Purposeful Spending.
Regarding the trend “Be Myself: Personalizing Needs,” consumers are generally more focused on themselves in the post-pandemic era. Over the past two years, consumers have adopted a community-minded approach, prioritizing health and community safety. Most importantly, customers want to place themselves at the center.
Leading this trend are innovative communication concepts from major brands like Spotify. The case study of Spotify Wrapped, launched in 2016, is an interesting way for users to see their music listening data. Spotify continues to change the themes, colors, and data each year to create freshness and excitement for users. This year, Spotify also adjusted its formula to make Wrapped unique for each user.
Next is the trend “Lagom: Just Enough to Feel,” where consumers are increasingly affected by media stories and digital content. Additionally, inflation, economic crises, political instability, and climate change are causing fatigue and feelings of being overwhelmed. Therefore, consumers will strive to overcome crises and connect with what is most important.
The brand McDonald’s has effectively leveraged this trend through the case study: McDonald’s – Raise Your Arches. McDonald’s created a special signal inviting friends to dine at McDonald’s in a new campaign launched on January 13. The campaign was implemented to bring joyful moments, a sense of comfort, and enhance smiles around the world.
Referring to the trend “Intentional Spending: Purposeful Spending,” consumers are focusing on their true values and spending more intentionally. When facing a difficult economic context, consumers want to make smart financial choices without compromising their quality of life.
Major e-commerce platforms are fully capitalizing on this trend, exemplified by China’s Taobao Juhuasuan shopping site, which launched an online sale of food and household cleaning products nearing their expiration dates, with discounts of up to 70%. As a result, about 2.1 million consumers purchased near-expiry food through Taobao in the past year.
New updates on advertising platforms
New updates on advertising platforms
Google, Meta, TikTok, and Zalo are experimenting with and launching a series of utilities and features that not only enhance user experience and increase audience reach but also allow advertisers to connect with third parties, thereby improving conversion rates into orders.
These platforms are focusing on strengthening features aimed at increasing the tight connection between their advertising platforms and websites, e-commerce platforms, sales apps, marketplaces, as well as designing a variety of lead forms and optimizing the user experience.
One of the highlights in Q1 2023 is the launch of Meta Verified. Meta Verified introduced a paid verification feature in Australia and New Zealand. This new subscription service will allow Facebook and Instagram users to pay for verification (also known as receiving a blue checkmark on their profiles). If this feature is widely implemented, it could open up significant opportunities for brands to enhance brand experience, protect against impersonators, and increase visibility in searches, reviews, and the Explore page.
Download the Digital Trends report for the first quarter of 2023 – the full version here.
The Digital Trends Report for Q1 2023 not only updates and forecasts the latest consumer trends but also provides solutions for reaching the right target audience, highlighting the opportunities and challenges that brands can leverage to enhance the customer experience.
As a comprehensive solution provider for brand experience (Brand Experience Solutions), Novaon Digital harnesses the power of strategy, technological solutions, and innovative creative thinking.
With a team of over 800 digital marketing experts and an advanced technology/data system, Novaon Digital has partnered with and achieved success for major clients across more than 20 industries, such as Peugeot, Huawei, Panasonic, Masterise Homes, and Vietnam Airlines in the Vietnamese market.
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