In the dynamic landscape of 2023, new digital marketing strategies and trends took center stage, showcasing the evolution of brand engagement. QuestMobile's analysis highlighted significant events, revealing how brands adapted and innovated in a competitive market. This article summarizes 2023's key trends, from multi-channel diversification to traffic-oriented celebrity endorsements, brands navigated a competitive landscape, emphasizing co-branding, innovative ads, traffic-centric endorsements, and thematic emotionalization.
Diversification and Multi-Channel Approach
In 2023, the marketing industry saw brands diversifying and expanding across multiple channels. The year was marked by a blend of hard-sell marketing, soft-sell advertising, and marketing initiatives, enhancing brand visibility and psychological impact. Efficient use of limited resources, focusing on high-potential channels and activities, was key in marketing strategies. The year's marketing efforts aligned with festivals, product launches, and key events, with offline marketing continuing to facilitate direct consumer engagement.
2023 Brand Marketing New Trends
Normalisation of Co-Branding
In 2023, co-branding marketing became a normalized strategy for brands to increase exposure and create hit events. Many brands achieved market breakthroughs and maintained competitive strength through collaborations with other brands.
Co-branding Strategy of Tea Beverage Brands: For example, tea beverage brands maintained their competitiveness and became a popular choice for collaborations with young brands through co-branding marketing.
Strategy for Young Demographics: The distinct layering characteristics of the young demographic made co-branding activities centred around this group particularly frequent.
Analysis of Co-branding Effects: Collaborating with well-known or popular IPs made it easier to attract consumer attention. For instance, the new "sauce-flavoured latte " product co-branded by Luckin Coffee and Kweichow Moutai not only created a sales peak but also significantly attracted the male demographic and increased the active users of Luckin Coffee's mini-program in that month.
Diversification of Special Day
Special day marketing strategies included not only traditional public holiday marketing but also extended to self-created special day and solar terms, offering a more diverse combination of events.
Innovative Application of Advertisements: From the perspective of advertisements, the internet media's creative materials closely followed the trends of these events. During shopping festivals like Singles' Day, creative materials in industries such as beauty care, food and beverage, apparel and bags, and home appliances reached their peak, highlighting the importance of e-commerce nodes in brand marketing.
Combination of Public Holidays and Self-Created Marketing Node: While brands' enthusiasm for participating in public holidays remained high, more and more brands began to choose niche holidays or self-created marketing nodes. For example, brand anniversaries became one of the key strategies in event marketing.
Potential of Niche Holidays: Although the marketing heat of niche holidays might not yet compare with public holidays, specific categories and brands showed potential in marketing activities that aligned with the themes of these niche holidays. This strategy not only created unique market opportunities but also allowed for more precise targeting of consumer groups.
Traffic-Oriented Celebrity Endorsements
In 2023, collaborating with high-traffic celebrities remained an important means for brands to gain attention and exposure. This trend of traffic-oriented endorsements reflected the precision and strategic nature of brands' choices in selecting spokespersons.
Celebrity Endorsement Commercial Value CPI Model: Brands increasingly relied on the "Celebrity Endorsement Commercial Value CPI Model" when choosing endorsers. This model comprehensively considered factors such as commercial value and influence of works, providing data support for brands to select the most suitable endorsers through monthly, quarterly, or annual evaluation periods.
Multiple Considerations in Choosing Endorsers: When selecting endorsers, brands need to consider multiple factors, including the potential for commercial cooperation, the professionalism of the works, and the individual's influence. This comprehensive evaluation helped in selecting endorsers most suitable for brand development and promotion.
Thematic Emotionalization
This strategy emphasized focusing on emotional value in marketing communications to resonate with different consumer groups.
Deepening Emotional Connection Between Brand and Users: Deepening and strengthening the emotional connection between the brand and users was key to enhancing the brand's marketing effectiveness and commercial value. This not only enhanced the brand's appeal but also promoted long-term customer loyalty.
Emotional Strategy for Different User Groups: By accurately identifying the emotional high points of different user groups, brands could effectively attract exposure and bind these emotions to specific consumption scenarios. This strategy helped in achieving efficient conversion between the brand and consumers.
The marketing landscape in 2023 saw numerous innovative strategies, boosting brand-consumer interactions and market engagement. Key developments included diversified multi-channel marketing and traffic-oriented celebrity endorsements, significantly elevating brands' market presence and consumer involvement. These trends offered crucial insights for marketers and shaped the future of marketing innovation. With ongoing technological progress and shifting consumer needs, the evolution of marketing strategies is poised to introduce further innovations and opportunities.
For individuals or businesses seeking to delve deeper into Chinese marketing trends or seeking professional marketing strategy advice, please contact us to help your brand maintain a leading position in the unpredictable market.