It can be difficult for marketers of any level of experience to keep up with the rapidly-evolving marketing world. However, in order to stay successful in this fast-paced industry and remain connected to your target audience, it is essential to stay on top of the changes. For businesses looking for a competitive edge in their marketing strategies in 2023, here is advice from global marketing experts and industry leaders on the marketing trends to keep an eye on in the upcoming year.
Influencer marketing is becoming an increasingly popular strategy.
It is predicted that influencer marketing will keep pace in 2023, with 89% of marketers who are currently engaging in it planning to increase or maintain their investment and 17% of marketers planning to invest in it for the first time. Marketers can increase their brand recognition and gain more followers by working with influencers and industry leaders in their field. It is important to consider engagement rates when evaluating an influencer for your brand, not just the follower count.
Video marketers will keep content short.
Short-form video has become incredibly popular in the marketing world, with 90% of marketers continuing to invest or increase their spending on it in 2023. 1 in 5 marketers are also planning to use short-form video for the first time in the coming year. Long-form videos can provide detailed information about a product, brand, or service, but B2C and B2B marketers have found that short-form videos offer a more effective way of getting their message across quickly.
Short-form videos require less bandwidth and are ideal for the quickly shifting attention spans of online audiences from all backgrounds, which explains the success of platforms like TikTok, Reels, and Snapchat.
Customer service will utilize social media as a tool.
The trend of using social media for customer service is rapidly growing. Currently, over a quarter of marketers are using direct messages for customer service, and 15% plan to start in 2023. This increase is due to the expansion of e-commerce on platforms such as Instagram and Facebook. It is also worth noting that Millennials and Gen Z-ers prefer to communicate with brands via DM’s, with 20% of Gen Z-ers and 25% of Millennials having used social media to contact brands for customer service.
More businesses will utilize SEO to capture search engine traffic.
Marketers should focus on making their websites and content as visible as possible, particularly on Google, for both short and long-term benefits. SEO has become increasingly important for modern marketing and is the third-highest area of investment for 2023, outranked only by short-form video and influencer marketing. 88% of marketers with an SEO strategy are planning to increase or maintain their investment in 2023, and Google algorithms have evolved, requiring more complex strategies than simply providing answers to basic search queries.
Mobile optimization will be increasingly utilized.
Consumers are increasingly relying on mobile devices for their online activities, with over half of website traffic coming from these devices. Businesses that wish to reach millennials and Gen Z must prioritize mobile optimization in their digital experiences and marketing strategies, such as email, to ensure their target audiences have a satisfactory user experience.
More companies will prioritize social responsibility.
A majority of marketers plan to increase or maintain their investment in social responsibility content in 2023, which is almost double the year prior. Consumers, particularly Gen Z-ers and Millennials, are expecting companies to take a stance on important social issues, and this has a strong impact on their purchase decisions. As a result, companies have begun to adjust their social media strategies to focus more on inclusive initiatives, promotions, and offerings, while also highlighting causes or missions they support. Even though it might not directly sell products, taking a stance on social issues is thoughtful and effective.
Experiential marketing could make a comeback.
In 2020 and 2021, the global pandemic caused businesses, public venues, and countries to shut down public operations, restricting experiential marketing campaigns. These campaigns require physical presence or AR/VR technology, making them cost-prohibitive for small brands. However, as digital platforms become more accessible, experiential marketing is a viable option for 2023.
Inbound marketing will remain an essential method for developing brands.
In the current digital landscape, inbound marketing is a smart and effective way of reaching prospects and leads. With hybrid work-from-home business practices, virtual events are becoming increasingly popular, and inbound marketing can be used to create brand awareness and build trust. To succeed, quality content tailored to the target audience and their needs must be produced.
The adoption of VR and AR in the marketing sphere will be slow.
In 2021, 35% of marketers used AR or VR in their strategies, but this number is set to decrease in 2023 due to high costs and bulky equipment. 27% of marketers plan to stop investing in VR and AR in 2022, but it could become more accessible as VR glasses and AR apps become more widely available.
More brands will test out native ads.
In 2020, 23% of marketers used native ads for the first time as it is an effective and high-ROI generating tactic. Native ads are designed to blend in with a third-party website, making them more likely to be consumed than banner ads, which stand out and interrupt. It is predicted that this number will continue to grow in 2023. Native advertising can be found across various platforms, such as social media, search engine results, and content recommendation platforms. Instagram is a popular example, with brands being able to use its Story and Shop features to subtly advertise products in a style similar to regular users.