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New Year, New Comms

The top five marketing and communication trends for 2023

Marketing and communications is an ever-changing space, with technological advances continuously shaking up the status quo. The metaverse and ChatGPT are just a few examples of disruptive forces making waves internationally, but there’s also been a broader shift in the industry towards finding the best ways to engage younger audiences and embrace the values that matter to them — diversity, relevance and authenticity. And with Gen Z demanding companies to “walk the talk”, it’s essential that businesses take a holistic approach to branding and marketing. A sustained effort to meet the demands of a market that is increasingly tech-savvy and socially conscious is what will drive marketing trends this year. Here’s what we think will have the most impact in marketing and communications in The Bahamas in 2023.

1. Diversity, equity and inclusion

Diversity, equity and inclusion (DEI) has been a hot topic in recent years in the US and other developed markets, particularly those where populations are largely composed of various races, ethnicities and religions. The Bahamas is a more homogenous country in those regards. But there are still entire sectors of our population that lack representation, including the disabled, members of the LGBTQI community, and migrants. All of these people exist in our society and are looking for products and services that meet their needs. People want to support brands that speak to them, acknowledge their unique challenges, and find ways to properly include them.

2. Building your employee brand

Perhaps one of the most important — and overlooked — marketing trends in recent times has to do with a shift in expectations as it relates to companies’ treatment of their employees. Employee branding is a relatively new concept that focuses on building the right experience for companies’ internal stakeholders, one that helps to attract the best talent, fosters a positive relationship with employees and inspires them to function as effective brand ambassadors.

Keep in mind, though, that the dynamic between businesses and employees is no longer viewed as a strictly internal matter. It’s now an important part of the overall branding and reputation of a company. Customers want to support companies that treat people well.

3. Keeping communication human

In a world where so many things feel fake and forced and designed only to minimize costs and maximize returns, people are yearning for real connections. They want communication that feels authentic, human and organic. So, taking the extra steps to accomplish that in communication on all levels, from advertising to customer service to internal communication, goes a long way in building a rapport with consumers. Companies should focus on communicating transparently, with a focus on core brand values. And “walking the talk” means that actions, both internal and external, need to reflect those values.

4. Making it mobile-friendly

Spoiler alert: People use their phones. A lot. Companies will pay even more attention to making sure that their websites and its content look good on mobile devices. This means greater priority will be placed on creating functional and aesthetically pleasing mobile websites and custom apps. Companies that dedicate the time and resources needed to ensure consumers can easily access goods and services from their phones are setting themselves up for success in an increasingly mobile world.

5. A comeback for QR codes

In the beforetimes, QR Codes were considered the next big thing in marketing but they just flamed out instead. Thanks to a few brave brands, QR codes are making a comeback on television and in ads, offering ways to see bonus content or instant access to offers and commercials. One could argue that QR codes were ahead of their time a decade ago, but with the advancement of mobile technology, everyone has a smartphone. And the widespread popularity of QR code menus as a result of the COVID-19 pandemic has done much to familiarize consumers with their use and purpose. The result is a clean, easy and recognizable way for companies to provide consumers with more information about a product or service without taking up precious advertising real estate.


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