Hey Reader, This December, I observed something new. Brands had adopted a new approach to customer interaction over the holiday season instead of just a discount and sale promotion approach. And all credits to the trend starter - Spotify. Making its way from personalized playlists on the app to our social media feeds and eventually to brands jumping on the bandwagon of this viral content trend.  Before we jump into the new year and revisit strategies and plan of action, here are 3 trends that will rule marketing in 2023. 1. Increased role of AI-ML in marketing 🤖From customer segmentation to campaign execution, artificial intelligence and machine learning can improve different aspects of marketing. On the WebEngage dashboard, you can access Recommendation and Catalog to hyper-personalize your campaigns. These recommendations can be based on any user action such as last product purchased or item added to cart or can also show top/best-selling products. Read about it in detail, in our blog. You can also create predictive segments and assign engagement scores for customers in your dashboard. Reach out to product@webengage.com to get started. 2. Shifting focus in absence of third-party cookies 🍪The primary concern for data privacy and the absence of third-party cookies will encourage marketers to focus on building strong first-party data. You can also leverage different platform integrations to create a holistic user profile on your WebEngage dashboard. Another alternative is social media advertising, where you could export targeted segments from the WebEngage dashboard to your Facebook and Google accounts and create contextual campaigns. 3. Growing demand for snackable video content 🎬Over a decade, content consumption pattern has moved towards video. Love it or hate it, short-form video is here to stay. It can disseminate information, hold customers' interests, and is easily sharable, which is why it works well! To incorporate it in your retention marketing strategy, you can
- Create short product tutorials or explainer videos to guide users through your platform.
- Use it for customer testimonials and reviews.
- Drive brand awareness in the most creative way possible. For eg, the advertisement by Cred with Rahul Dravid, which went viral quickly.
- Create engaging video content series. For eg, Nespresso created a video series of quick recipes to try using their product.
Your horoscope can fail you, but our predictions won’t. Doubt it? Try it for yourself or reach out to product@webengage.com for support. Stay safe and warm..  • • • That's all for this newsletter. If you want to try our features, get in touch with your Customer Success Manager or write to us at product@webengage.com. Happy Engaging!  Tanya Chhateja
Product Marketing Manager | 
