Digital Marketing Predictions 2023

The New Year is coming, so we decided to take a look at some of the things that are coming with it. There’s no doubt that 2023 will be a year of new marketing trends as well as strategies for adapting to those changes.

The geopolitical tensions, challenges brought on by the pandemic, and economic uncertainty will definitely make 2023 a year like no other. However, businesses cannot press the pause button to wait and figure out how things will be. In order to keep growing, business leaders need to come up with new strategies. And yes, marketing has a key role to play in this.

We took some time to talk to a few business leaders, and they shared their top marketing trends that may help your business cope with uncertainty and move forward with confidence.

We hope their insights will inspire and help guide you!

1. Short-Form Video Marketing

TikTok was the main star in 2021, overtaking Google as the most popular domain. With 1.5 billion visits, they’re still in the top 20. This is a clear sign that short-form videos may be the future of video consumption, and marketers are quick to take advantage of this new trend.

In fact, short-form video content proves to boast the best ROI when compared to other media formats. According to Statistica’s data, US residents spend around 140 minutes each week watching videos on mobile.

So what are the primary goals of marketers for short-form video content? Driving product education, brand awareness, and customer engagement.

2. Micro-Influencer Marketing

There are two main types of influencers:

  1. Micro- or Nano-influencers who have 10K-100K followers
  2. Macro- or Mega-influencers who have 100k-1+M followers

Thanks to their niche following, micro-influencers tend to have 60% higher engagement. They also boast more affordable rates and are better at promoting services and products specific to their followers’ interests.

Facebook ads stand out as the social media platform with the biggest ROI for both B2C and B2B organizations. Meanwhile, more than 60% of marketing budgets were spent on Instagram, Tiktok, and Youtube due to the rise in video consumption.

As a result, influencers on these platforms are working with B2C and B2B brands to raise brand awareness, reach new customers, and foster trust. And the research supports this decision. According to Hubspot Research, B2B clients responded favorably, indicating that sponsored third-party or co-branded content is more trustworthy than content that comes directly from a company.

3. Stronger Privacy Strategies

Third-party cookies won’t be a thing as of 2023. That’s a wake-up call for any marketing team or company that hasn’t yet prioritized managing the privacy concerns of their customers. As a result, marketers have the responsibility to come up with stronger privacy strategies while boosting customer trust.

Brands are looking for methods to prioritize collecting zero and first-party data through email interaction, segmentation, and email preference centers. As a result of Google Analytics being banned in several countries, we anticipate an increase in the number of companies taking data and privacy seriously. Complying with the California Consumer Privacy Act (CCPA), the ePrivacy Directive, and the General Data Protection Regulation (GDPR) will also be crucial legal requirements for business websites.

4. Quality Content & Cadence

According to Hubspot, 83% of marketers believe that creating higher-quality content less often is more successful and effective than posting lower-quality content more frequently.

For instance, posting 2-3 times per week on Instagram does its job quite well for B2B brands in particular. Building a robust online presence as well as using content marketing and SEO are still effective. More than 70% of B2C marketers report using these strategies, compared to 65% of B2B marketers.

The following content-related marketing trends are rising in popularity: authentic “behind the scenes” content, interactive content, and content reflecting a brand’s values. Creating well-written and useful content can convert casual visitors into fans who will eventually share your brand with others.

5. Need for Automation, Machine Learning, and Rev Ops

Machine learning (ML) and artificial intelligence (AI) are now new trends, but we expect them to rise significantly in 2023. In fact, 43% of marketers agreed that automation helped their companies grow in 2022.

The need for automation arises as organizations want to save both money and time on routine daily tasks or repetitive tasks. For instance, chatbots are gaining in popularity. Nearly 40% of users prefer a quick, automatic response. Marketers are also more interested in AI-powered segmentation with integrations used by Google Ads, MailChimp, Zyratalk, and even Gmail.

With all the talk about bots and AIs, Google rolled out an algorithm update called “helpful content”. When you see content written by this software, it’s pretty obvious that it wasn’t written by a human. In 2023, the priority should be to create people-first content—content that’s unique and authentic that your readers will value.

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