🔌 The 7 biggest marketing insights for 2023

Hello,

George here. AKA The Chief Plug Officer.

You are now plugged in.

Here are the 7 biggest marketing insights for 2023:

Insight 1 - The Trillion Dollar Wealth Transfer

Millennials and Gen-Zs are about to inherit trillions from their digitally inept parents.

Digital marketing is still extremely early.

They are set to have $30 trillion by 2030 - with most getting inherited from their boomer parents.

They are currently at $4.5 trillion of purchasing power.

That’s 5x in 10 years!

This money is why everything digital marketing is still so early.

We are still in the early innings of the internet.

Insight 2 - The Great Social Media Merge

In 2016, if you wanted to go viral - you needed a separate strategy for every single platform.

In 2023, you can use the same vertical video and go viral across every platform

Under-discussed: All social media platforms are merging together.

“This is the first time in the history of the Western social media that one form of content could actually go super viral on every single platform. It's never been like that before.

I can post something on TikTok that'll get 100 million views, post it on Shorts and get 200 million views, post it on Instagram and get 50 million views and then tweet get tens of millions of views and post it to Reddit and it'd get millions of views and Facebook can get tens of millions of views.

I haven't heard a single person talk about it” – Mr.Beast

Insight 3 - Do Not Ignore India

2023 is the year India becomes the world’s largest population.

• Indians are the number one users of Facebook, Instagram, YouTube and WhatsApp

• India was the fastest-growing large economy in 2022

• In 2017, there were 357 million Indians online (27% of the population)

• In 2022, there were 840 million Indians online (60% of the population)

• In 2021, India exported more in software ($133 billion) than Saudi Arabia did in oil ($113 billion)

If you’re a marketer and aren’t paying attention to India’s growth — this is your alarm.

Do not snooze this alarm.

Insight 4 - The Best Marketing Doesn’t Look Like Marketing

The best marketing campaign of the decade will not look like marketing.

The best salesperson of the decade will not look like a salesperson.

The first rule of persuasion is that if the person knows you’re trying to persuade them, the more skeptical they are.

The less an advert looks like an advert, the better it will perform.

Insight 5 - The Rise Of The Leveraged Creator

When it comes to new media, faces & personalities are outranking brands.

Branding in marketing started in the 1500's.

Meanwhile, human facial recognition dates millions of years - which is why there's such a power law for individual creators.

Cristiano Ronaldo has more followers than every Premier league team combined.

Lebron James has more followers than the NFL, NBA, NHL and MBL combined.

Joe Rogan gets more views than CNN.

This is why Pharell is becoming the creative director of Louis Vutton.

But be careful - Adidas got burnt hard by Kanye.

Insight 6 - Word of Mouth 2.0

The best marketing advice I’ve ever been given:

“Think of the group chat message”

Word of mouth 1.0 is being replaced by Word of Mouth 2.0 - Digital word of mouth.

• Word of iMessage / WhatsApp (Consumer)
• Word of Slack (Enterprise)
• Word of Discord (Early adopters)
• Word of Snap / TikTok (GenZ)
• Word of Instagram DM’s (Dating/status signallers)

If you can’t imagine the group chat message people will do for your marketing campaign, keep iterating.

Insight 7 - Your Brain Can’t Fathom The Scale of the Internet

This is the reason I think marketing is one of the most underrated skills of the decade.

There has never been so much permissionless leverage available.

Watch this video and think about what you’d need to pull this off before the internet.

If you enjoyed this article, plug in and pass it on by clicking the link below!

George Mack

Chief Plug Officer 🔌