Notes were made by the technology company Hotmart
A global technology company, Hotmart pointed out what it believes to be the top five trends for the technology and digital marketing market for the next year. The compilation of paths for a near future was the result of the Fire Festival, an event held in September, in Belo Horizonte.
The creative economy, influencer marketing and Web 3.0 were three of the main trends discussed at the event, which, according to specialists, should become stronger during 2023.
Consolidao da Creator Economy
The Creator Economy is here to stay: in a 2021 First Choice survey, 75% of UK children said they want to work in online video production. The Creative Economy is based precisely on the professionalization and monetization of content creators. According to a survey by the SignalFire consultancy, there are more than 50 million content creators in the world, however, only 2 million make a living from it, that is; act professionally.
The new era of influencer marketing
Influencer marketing is already a consolidated tool among brands and their communities. In 2018 we had the beginning of a movement led by fashion and beauty influencers. They launched products under their own brands. The thought that creators don’t necessarily need traditional brands to launch their products started a big transformation. Revenue from advertising, which is also very welcome, is important but only takes up a slice of potential revenue. That is, brands and influencers can go together, as long as there is co-creation on both sides and companies also start to see creators no longer as an ephemeral vehicle, but rather as building long-term relationships.
Influence as a soft skill
The term soft skill comprises, in English, behavioral skills. We are more used to associating it with creators with a lot of followers, but it is also important within companies, among their employees and their micro-communities. Encouraging employees to be internal references and motivators for their teams is a strategic reinforcement that is gaining more and more relevance. Nothing more than investment in training leaders inside and outside the company. How are you treating the people who work with you? Start the example for yourself, asked Rachel Maia, businesswoman and board member of the Grupo de Mulheres Brasil, Banco do Brasil, Vale and CVC Corp. The initiative encourages employees and the brand to understand the power and responsibility of their influence, seeing it as a business, in addition to adding value to their training and using social networks in a creative way. In terms of the employer brand, the employee also helps to increase visibility in the market and customers, in addition to attracting talent.
The new consumer behavior and Marketing 5.0
The pandemic has accelerated the need for a digital environment that resolves consumers’ lives quickly and efficiently. Marketing 5.0, guided by the combination of technology and the human factor to attract, conquer and earn customer loyalty, proposes to resolve this issue by delivering value throughout the customer journey with information, data management and humanization. Marketing 5.0 is the result of the sum of technological advances, the behavior of the new generations and the new business models that have emerged with hyperdigitalization. The internet became popular and brought brands and consumers together in an irreversible way. We all win. The machines provided tools for tracking and measuring data, which made the digital strategy more sophisticated. The human gaze has given us more exchange, connection and creative innovation.
New technologies: Web 3.0, NFTs and metaverse
Paying attention to new technologies is essential, especially for those who work directly with the internet and digital marketing. For the next few years, some of them should be in vogue in the digital environment and in the main marketing areas. The first of these is Web 3.0. It succeeds Web 2.5 and Web 2.0. Web 2.0 corresponds to the era of creation, in which we had the beginning of social networks and content creation in a centralized way, on platforms such as blogs and photologs. In Web 2.5, we are experiencing an era marked by the consumption of information, mainly on social networks. Now, in Web 3.0, it’s not just about creating but owning content. Whether for monetization or commercialization of something. Web 3.0 is based on three pillars: decentralization with more democratic and open environments; greater privacy of user data; and personalized features through artificial intelligence and machine learning. Along with Web 3.0, other technologies and possibilities arise. The first of these is the NFT, which stands for non-fungible token or non-fungible token, an asset that serves as the digital identity of an item, which, in this case, is a unique asset. It can be multimedia, text or video and can even serve as a currency in digital transactions. Some companies have already started to explore the format, either in digital versions of their products or as an extra. The metaverse, also within Web 3.0, is a set of technologies that will change the way we interact with the internet, in an immersive way.
(Credit: Shubham’s Web3 on Unsplash)
