2023 Marketing Trends Part 3 – Personalisation and Micro-Influencers

Discover the power of personalisation and micro-influencers in the dynamic realm of marketing trends. Learn how crafting tailored experiences and leveraging niche influencers can foster deeper connections and drive engagement.

In part 2 of this series, we touched on the realms of AI and AR, uncovering their potential to elevate brands and marketing strategies. In part 3, we’ll be shifting our focus to the human side of marketing and forging a personal connection with your audience.

Personal experiences: say hi…

Humans are emotional creatures. We seek connection and validation to feel important and special. Brands that incorporate this understanding into their marketing strategies tend to find that their brand loyalty and customer experience improve.

Creating personalised experiences for your audience is a crucial marketing trend in 2023. Forget about those old-school, one-size-fits-all campaigns that make you feel like just another name on a list. Today, customers expect brands to understand their unique needs and desires, to create experiences that are tailor-made just for them. It’s like having a personal concierge who knows exactly what you want before you even ask for it.

So, how can you make your customers feel a bit more important? It’s all about leveraging the power of customer data and segmentation to craft experiences that leave a lasting impression. Imagine receiving an email that speaks directly to your passions, a website that feels like it was designed just for you, or a package that arrives at your doorstep with a personalised note and a little something extra inside. Suddenly, you’re not just a customer—you’re part of a tribe, a VIP member of a brand that truly gets you.

By infusing personalisation into every touchpoint, you’re not just selling a product or a service. You’re creating a connection, a bond between your brand and your customers. And that connection creates loyalty, advocacy, and repeat business.

In a world of 8 billion people, we tend to seek out our communities. Whether it’s a group of hikers or gamers, we seek connection with those we have commonalities with. That’s why micro-influencers have become a rising trend.

Micro-influencers: small but mighty…

Influencer marketing has been a popular trend in recent years, but in 2023, the focus is shifting towards micro-influencers. These are individuals who have a smaller following but are highly engaged and have a niche audience. For example, a local group of wine aficionados connected on social media has a bigger influence on the purchasing decisions of other wine connoisseurs than any top influencer.

Collaborating with micro-influencers allows your business to target specific demographics and reach a more focused group of potential customers. Their recommendations and endorsements carry more weight and authenticity, leading to higher conversion rates and a more genuine connection with the audience. Instead of solely relying on mega-influencers with massive followings, which could cost an arm and a leg, consider partnering with micro-influencers who can provide a more personal and relatable touch to your brand and ensure you are reaching your target audience effectively.

In this series, we have now covered the benefits of Voice Search Optimisation and short-form video content, how artificial intelligence is changing the landscape of marketing strategies and how personalisation goes a long way to creating and growing your brand. In our 4th and final part of this series, we dive into the rise of Fastervertising and how Discord is an underutilised marketing tool. 

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