2023 trends in local communication

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As you know, marketing is constantly evolving and trends are constantly changing.

With 2023 set to be a year of lower consumption due to inflation, it is more necessary than ever to innovate in local communication to attract customers to points of sale.

Conversational marketing, videos, metaverse, influencers... all levers are good for creating even more proximity with end customers and then getting them to come to stores!

1. Communicate locally on smartphones
2. Capturing customers through interactive content
3. Building on the strength of communities within social networks
4. Focus on live shopping
Conclusion


communicate on smartphone

1. Communicate locally on smartphones
What is the object that a large part of consumers only buy georgia cell phone number list part with in the shower? Their smartphone of course! In 2023, if you haven't already done so, you absolutely must invest in local mobile communication .

Some figures on mobile consumption trends
79.8% of French people own a mobile phone 1
Users spend an average of 4.2 hours per day on their smartphone 2
95% of mobile users have carried out a local search 3
88% of shoppers search for a local business via mobile 4

The impact of direct marketing on mobile
To reach consumers where they are, you need to go and find them on their mobile phones. Mobile users will receive your push message instantly, which could trigger a visit to your establishment. Your local communication must therefore be impactful to improve its ROI .

To do this, you can rely on local marketing platforms that will allow you to send personalized SMS campaigns , newsletters or even voice messages to your customers.



voice message direct marketing exampleExample of a customizable voice message



And presto! The message arrives directly on your customer’s mobile!



Conversational marketing
For a few years now, instant messaging applications have slipped into our lives as a matter of course. We chat on Messenger or WhatsApp with our loved ones (and yes, even with grandma!).

The WhatsApp application has 2 billion users worldwide 5 and 35 million in France alone 6 . But did you know that a business version exists for companies?

On WhatsApp Business you create your business profile where customers can directly find your hours, contacts, website, etc.

You can also set up automatic “ Quick Replies ” messages as welcome messages or answers to frequently asked questions.

There are also live chat software that are directly integrated into your website. For ever more proximity and immediacy with the consumer!



whatsapp business screens

Examples of a whatsapp business account



Capturing customers through interactive content

2. Capturing customers through interactive content
Each individual is exposed to 1,200 to 2,200 advertising messages per day 7 . For your brand to stand out in the face of this competition, it is necessary to create interactive content that will generate interest.

Some figures :

62% of users say they are more interested in a product after seeing it in a Facebook story 8
The French spend an average of 3 hours and 27 minutes watching videos per day 9
TikTok is the most downloaded app in the world 10
Videos posted on Facebook pages generate 16% more engagement than images 11
Video content is therefore a very effective way to reach consumers. You can post it in news feeds , in stories , or even directly on TikTok .

Also, don't forget geolocalized advertising (Facebook Ads, Tiktok Ads, Instagram Ads, etc.) which allow great proximity and improve web -to-store .



TikTok pepsi max ad


TikTok ad for new Pepsi Max flavors launch


Podcasts
Podcasts are also part of the 2023 trends in local communication because they allow geolocation of audiences .

Knowing that 21% of Internet users listen to radio programs every month after they have been broadcast on air 12 , it is interesting to invest in this content.

For example, Radio France carried out a geolocalized seasonal epidemic prevention campaign . By listening to the show's podcasts, you heard personalized advertising according to your region.



Digital signage at the point of sale
Interactive content also has its place at points of sale. For this, it is necessary to rely on dynamic display screens .

These screens will help attract customers to your establishment, present them with products or promotions specific to each point of sale and improve the in-store experience.

The content can be multiple: promotions, product presentation videos, daily weather, etc.



dynamic display at the point of sale

Example of a dynamic display at the point of sale



Virtual reality
Virtual reality, after being used by real estate developers, is becoming more widespread in all areas of activity. Its fun side appeals to consumers who are thus flirting with the technologies of the future .

For example, in Alain Afflelou stores you can try on your pair of glasses while staying on your sofa. This allows you to capture customers at times when the establishments are closed and then bring them to the point of sale for the final purchase.



virtual fitting of Alain Afflelou glasses

Virtual try on for Alain Afflelou glasses


The Metaverse
The metaverse is certainly one of the biggest trends in local communication in 2023. It is not yet very well known (67% of Europeans understand what the metaverse is, compared to 55% of French people) 13 and therefore has a strong potential for development .

It is a virtual universe where users can interact with objects, spaces or even people.

In this parallel world, for example, you can visit a store in 3D . H&M opened its first store in the metaverse in January 2022, joining other brands such as Adidas, Zara and Nike.



H&M 3D store metaverse

H&M Store in 3D in the Metaverse



Voice assistants
Alexa, Siri... do these names ring a bell? These are the artificial intelligences hidden in our smartphones or living room voice assistants (Amazon Echo, Google Home, HomePod, etc.).

65% of 25-49 year-olds search on their voice-activated devices at least once a day 14 . It is therefore essential to adapt your SEO to these new search engines. Indeed, the wording of queries is different.

For example, you could write " Japanese restaurant Rennes " while in voice you would ask " what is the best Japanese restaurant in Rennes ?". The keywords are therefore no longer quite the same.



2023 trends in local communication

3. Build on the strength of communities within social networks
Consumer communities are growing mainly on social networks and thanks to influencers. To increase your sales, it is relevant to invest in these networks.

Social networks
No need to introduce them, social networks (Facebook, Instagram, LinkedIn, Discord, etc.) are of great importance in local communication and digital marketing .

Brands can rely on loyal communities that will uphold their value, as long as they provide interesting and fun content .

Let's take the example of Mercedes Benz, which launched a participatory advertising campaign on TikTok. The brand asked its followers to create videos featuring its logo. As a result, the campaign went viral with 185,000 videos produced and 180 million views 15 !



Mercedes Benz TikTok participatory campaign
Mercedes Benz's TikTok crowdfunding campaign



Call on influencers
To increase the virality of your local communications on social networks, you can call on influencers .

They will then create regular content for their communities, posts , stories , videos . With a subtle dosage of brand or product placement , your notoriety will increase.

Content marketing generates three times more leads than paid advertising16 , so partnering with an influencer is a good investment.

Finally, don't forget presence management on social networks, have your establishment files up to date as well as your links to Google Maps and Google my business . Be aware that 86% of mobile users consult the address of a company on Google Maps 17 .