Marketing News
Which marketing trends will grow in 2023?
The real test of a marketer’s skill is how well they adapt to change.
According to data by Hubspot, agile, data-driven marketers will win in 2023 as customer attitudes and preferences rapidly evolve and it’s up to brands to keep up.
The company surveyed more than 1,200 global B2B and B2C marketers on their goals, challenges and strategies. They found that 1 in 5 marketers have already had to pivot their marketing plans in preparation for the year ahead.
Insight shows that marketers are speeding up their processes and changing tactics to meet the digital, hyper-connected world and are using deeper data to know the ins and outs of their audiences.
Data-informed marketing strategies have become vital when making decisions on which are the best marketing tactics to deploy for those businesses that want to reach and engage with their customers more effectively and prove the value of their marketing efforts.
The top marketing trends of 2023
As marketers, we all know the power of a great video campaign to inform and connect with customers.
According to the research, short form video will see the most growth in 2023 with 86% of businesses using video as a marketing tool. One third of marketers say that they are planning to invest more in it than any other trend while a further 21% plan to leverage short-form video content for the first time in 2023.
Influencer marketing will also continue to grow its high ROI as evidence suggests that younger generations will buy more of their products based on an influencer’s recommendation rather than the opinion of others. Almost 9 out of 10 (89%) marketers using it as part of their strategies will increase or maintain their investment in the year ahead, with a further 17% planning to invest in it for the first time in 2023.
Website SEO will also continue to shine with 29% of marketers considering it to be a powerful tool to attract and convert leads. In fact, 1 in 3 marketers are leveraging their own blog or website, as well as SEO, to land on SERPs. Half of them use video, with 47% leveraging images, followed by 33% posting blog articles, infographics (30%) and podcasts or other audio content (28%) to help boost their digital presence.
Looking ahead, content will continue to reign as king, as marketers look to humanize their brands with 30% currently creating content that reflects their company values. One third of marketers publish content a few times a week, while another third publishes daily. Meanwhile, a further 16% of marketers plan to leverage this type of content for the first time in 2023.
Branded social media direct messaging for customers service is relatively new, but 29% of marketers are already using it with a further 15% of marketers planning to try it for the first time this year. As social media apps continue to develop their e-commerce capabilities, providing customer service through DMs will only become more crucial, especially when further research indicates that over 1 in 5 Gen Zers and nearly 25% of Millennials have contacted a brand on social media.
How can marketers succeed in a world where unprecedented change has become commonplace?
So much has happened within the last 12 months, and while marketing trends come and go, the basics of success remain the same: understand the needs of your audience and communicate with them clearly and consistently.
Most of these trends rely on content in some way and that’s why customer-focussed content that’s personal has always been the best way to establish solid relationships with your audience.
Reading / Sources
Video Marketing Statistics 2022 wyzowl
How Each Generation Shops in 2023 [New Data from Our State of Consumer Trends Report] Hubspot
The HubSpot Blog’s 2023 Marketing Strategy & Trends Report: Data from 1,200+ Global Marketers Hubspot
