How to succeed in 2023: a guide for improving your ad strategy for the new digital ad year

The New Year holiday is the most wonderful time of the year for brands — it’s a time to inspire the festive spirit and set up goals for the future year. There’s a reason for this in that setting goals guide your focus to achieve results that matter to your business.?

And we’re here to give you the most up-to-date tips for improving your marketing strategy in 2023 that will? help you reach any goal and boost your success. Let’s go!

1. Pay attention on the video ads

Users still prefer watching video over reading a text. It has all points to grab and keep users’ attention — sound, movement, and text. With video, it’s easy to tell stories for users and pack a lot of information into a smaller package that helps show the value of products or services for users and build stronger emotional connections with an audience. This step is important to improve loyalty and build trust with users that ultimately might lead to conversion.

Brands who adapt to the modern-day tendency by showing instead of telling will be able to win the competitors and increase revenue. According to research, 88% of users purchase products or services because of watching videos.

2. Empower marketing strategy by relevant and personalized ads

At the time when users are spending more cautiously and attentive to details in a highly competitive world, relevance has become more important than ever before. Relevant ads are about going to users with relevant messages to speak the same language with them on users’ favorite devices or channels. It helps ads resonate better with the audience and get stronger results for brands. Twilio's research found that despite consumers expected their spending would increase by 18% because of tailored ads, the actual uplift was 46%.

Want to achieve the same or even more? At the heart of your success is knowing a brand’s target audience. If you understand a brand’s customers, its interests, preferences, behavior and where to find them online, it's easy to create relevant ad messages that resonate and choose the right channels for communication. As a result, brands will be able to grab the audience's attention, spend ad budgets efficiently and increase ROI as well as? users move through their exciting customer journeys, get unexpectable customer experience and solutions for their requests. Win-win!

We talked about a target audience, who it is and how it could be determined in our article.

3. Consider that users’ behavior has changed — consumers discover brands and products in a new way

Brand discovery is changing. If brands want to grab users’ attention, they should meet them on where they like to hang out. According to GWI research, the top resource for discovering new brand in 2023 are:

The way of discovering new brands depends on the age of consumers. So Gen Z, Millennial and Boomers look for new brands in a different way. Zoomer and Millennial use search engines, social media ads and TV ads to discover new brands and products. At the same time, ads seen on TV, search engines and word-of-mouth recommendation from friends and relatives are most valuable for Generation X and Baby Boomers.

Brands should consider the age of your target audience to choose effective ad channels. If your audience consists of Millennial, Zoomer and Boomers at the same time, it’s better to divide them into different audience segments. It makes it easier to create an efficient media-mix for each segment.

4. It’s time to choose a social media platform for advertising

Social networks become the new search engines for users especially among the younger generation. 47% of Gen Z and Millennials use social media as the main channels to research products before purchasing.

Moreover, social media is a driver for impulse purchases. The number of impulse buyers among Zoomer and millennials increased to 41%, and rose to 48% among daily TikTok users.

Social media is built to inspire users, and its ad formats in native style of platforms that leads to more conversions and user engagement. You can turn it to your advantage and increase profit by including social ads into marketing strategy.

Bottom line

Nowadays, we live in a constantly changing world — consumer behavior and media habits are shifting. Maintaining a consumer-centric strategy and keeping a finger on the digital pulse of the latest tendencies can help brands improve their marketing strategies in a time and gain competitive benefits.

Also, you can use the benefits of the data-centric world to learn more about your customers — implementing data into ad strategy helps build strong emotional connections with the audience and not to advertise with the risk of being disconnected from how people are thinking and feeling.