As we move into 2023, social media marketers must consider the search trends shaping the year ahead. According to the Year in Search 2022 report, three major consumer trends will impact marketing strategies: soul searching, value hunting, and finding joy.
Soul searching involves the search for personal, professional, and cultural identities. Australians seek deep connections with global cultures while exploring their own backyard. There is an increased interest in reassessing professional fulfilment and defining success on their own terms. As a result, marketers must adopt inclusive marketing strategies and commit to diversity, equity, and inclusion as a constant responsibility in their brand campaigns.
The 3 Search Trends
Google: The Soul Seeker
The first search trend is “soul searching.” After three years of uncertainty, consumers are searching for who they are and who they can be on their own terms. They are exploring their cultural, personal, and professional identities, embracing their individuality and seeking flexibility in their work arrangements. To address this trend, marketers must adopt inclusive marketing strategies embedded in every aspect of their brand’s campaigns.
For example, when Nike created an inclusive shopping experience for women, which showcased fitness clothing for bodies of all shapes and sizes, they were able to help more people see themselves as Nike athletes, fostering an even deeper brand connection. Another example is using diverse models in advertising campaigns to represent a range of identities.
Priceless search for deals
The second search trend is “value hunting”.
Value hunting relates to consumers’ increased consciousness of expenses and the need to reassess where and how they spend. Trust is also a significant factor in purchasing decisions, with consumers prioritising the quality of service and reliability of products. Sustainability is also becoming more important as consumers realise that it can help them be financially savvier in the long run.
An example is using chatbots to provide personalised shopping experiences and recommending products based on a customer’s past purchases.
Joy found: search complete
The third search trend is “finding joy.” Finding joy involves enjoying life to its fullest, despite the uncertainty surrounding us. Australians are saying “yes” to long-awaited overseas trips and indulging in experiences like returning to concerts or trying Michelin Star-worthy restaurants. They are also merging their online and offline lives to get the most out of their leisure time.
Marketers can use augmented reality to create virtual try-on experiences or events. For example, Sephora uses AR technology in its app to allow customers to try on makeup virtually before making a purchase. Another example is hosting virtual events like live-streamed concerts or immersive online shopping experiences.
That’s a wrap
Social media marketers in Western Australia can stay ahead of the game in 2023 by addressing the three consumer trends revealed in Google’s Year in Search 2022 report.
By considering these search trends, social media marketers in Perth and Western Australia can move their marketing forward and create campaigns that resonate with consumers.
Adopting inclusive marketing strategies, using AI-powered ad solutions, and incorporating augmented reality and virtual events can help marketers connect with consumers and shape their marketing strategies for the year ahead.
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