This is the summary of the 5 interactive and promotional marketing trends that Easypromos is forecasting for 2023:
Branded entertainment or how a brand creates entertainment
Gamified actions offering fun and prizes will be a new way for brands to connect with their audience. Creating gamified actions is much easier nowadays than before, and every single brand is able to do it. There is also a change in strategy: instead of the traditional promotional impact, brands seek to create an emotional link with their audience.
Building own databases
Despite Google’s efforts to push it back, the cookieless world is getting closer by the day. Therefore, brands are starting to prioritize the creation of their own databases. Brands will then use them in their future marketing actions, both on their own and on social media. Profile enrichment will also gain importance as getting as much information from the client by whatever means available will be essential to improve conversion.
Promotions with integrated CIAM
Brands with a mature “customer centricity” have incorporated CIAM, which are platforms that allow companies to manage and protect their customers’ identities online. This includes user and password management, identity verification, and access control to certain products and services. Interactive promotions integrate CIAMs (Customer Identity and Access Management) to generate loyalty-building actions in a faster and more scalable way than with purpose-made promotional applications.
Automated giveaways on IG Stories
In 2022, Easypromos launched an automated solution for giveaways on Instagram Stories. This kind of promotion will continue to grow for two reasons: it allows higher exposure and engagement, and it allows users to participate in brands’ actions without the need to post on their personal feed, which is a participation barrier.
AI assisted Content creation
Artificial Intelligence (AI) is a widespread trend in many fields. It will also be implemented in Social Media giveaways, promotional games, and Instant Win promotional actions. AI will assist with image, video, and text creation. As well as in drafting Terms & Conditions and automation of multi-language versions of promotions.
As part of our short and medium term vision we foresee that interactive digital promotions will cease to be tactical and occasional actions and will become the strategic axes on which companies’ customer acquisition and fidelity strategies will pivot. That’s why we recommend keeping an eye on these trends and to start the new year willing to explore and experiment, as we consider it’s the only way to overcome the current economic situation.
At Easypromos we believe that brands are fully aware that they should build complicity with their audience that goes beyond traditional advertising. Easypromos CEO Carles Bonfill states that: “As part of our short and medium term vision we foresee that interactive digital promotions will cease to be tactical and occasional actions and will become the strategic axes on which companies’ customer acquisition and fidelity strategies will pivot. That’s why we recommend keeping an eye on these trends and to start the new year willing to explore and experiment, as we consider it’s the only way to overcome the current economic situation.”
