As customers become more discerning about the products and services they buy, there’s also a global cost of living crisis that brands will need to plan for in 2023.
That means it’s more important for brands to be transparent and think about their messaging and research or tweak their strategy in the coming year. It also means that marketers need to know the trends coming down the line so they can plan and take advantage of any new developments.
To help you kick 2023 off with a bang, we’ve talked to industry experts on our podcast to identify the most important trends. You might also like to watch our Trends webinar on more key points to watch in 2023.
Read on to find out the 2023 trends for
Within social media and influencer marketing we look at TikTok and business, the rise of creators, and also of SuperApps.
In B2B marketing we hear about the value of video content, how to conquer social selling, and curated content.
Content marketing looks set to see more connections, creator + brand partnerships, and the evergreen need to create valuable content.
You'll hear a lot about marketing automation in 2023, not least in available tools and the much-anticipated GPT-4.
Martech is also set to keep growing, CRO will take a further lead. And the metaverse will not be going away.
1. SOCIAL MEDIA AND INFLUENCER MARKETING TRENDS
There are some really interesting trends down the line in 2023 for social media. In fact, it’s an area of marketing that will see significant change and brands need to keep up to have a presence and use the platforms effectively.
2. B2B MARKETING TRENDS
B2B marketing can be seen as boring or at least less exciting than its B2C counterparts. But that need not be the case. As a B2B company, it’s important to be creative in your marketing and use the channels and tools available to be memorable.
Video, video, and more video
As marketers, we all know the power of a great video campaign as a way to inform and connect. After all, 86 percent of businesses use video as a marketing tool, and 92 percent value it as an important part of their strategy (according to Wyzowl research).
The same research showed the variety of reasons businesses use video with the top being explainers followed by social media videos and presentations. The top three channels companies use are YouTube, LinkedIn and Instagram.
3. CONTENT MARKETING TRENDS
The Content Marketing Institute found that while 78 percent of marketers have a strategic approach to managing content, only over half have a documented content strategy in place to reference. That’s a mistake in today’s content-hungry society.
Use content to drive connections
We know as marketers that content can be used at all stages of the marketing and sales funnel to provide information and solutions. But content can do more than that.
In 2023, you should use content to make connections and build communities. As customers become more interested in the value and ethos of brands, it will be companies that foster and seek out connections that will succeed.
4. MARKETING AUTOMATION TRENDS
As companies collect more data and need to execute more tasks to implement effective marketing campaigns, automation tools offer a way to automate routine and repetitive tasks at scale. A shift to signal-based marketing
In 2023, there’s going to be a shift in mindset from technical-based marketing to anticipation marketing. This will enable marketers to anticipate what customers want and then feed it into automation processes.
This new mindset will now only make things more efficient but will enable personalization. This applies to platforms like Google Ads and also seems to be where Facebook and other social channels are heading.
5. MARTECH TRENDS 2023
Marketing technology - Martech - software is used to create, execute, manage, and measure the performance of content (online and offline), campaigns and experiences. It’s an effective way to streamline customer journeys and implement omnichannel marketing campaigns.
Martech spending will keep growing
Martech spending in the U.S. will pass $20 billion in 2022 for the first time, up 15 percent year-on-year according to eMarketer. This spending is due to companies investing in technology that will enable them to gather and store data, use this data to make decisions, and implement those decisions.
2023 Marketing Trends Wrap-up
2023 is going to be an exciting and challenging year for marketers! External circumstances mean that brands need to think carefully about their messaging to engage their audiences and align with creators and influencers that have the same values.
These developments show the constant evolution of marketing both in terms of technology and strategies.
Digital Marketing Experts
Digital marketing experts consulted for this piece were:
Ken Fitzpatrick, CEO of the Digital Marketing Institute
Alison Battisby, Founder of Avocado Social and DMI Lecturer
Cathal Melinn, eCommerce Specialist and DMI Lecturer
Kate Toon, SEO and Copywriting Consultant
Julie Atherton, Award-winning Digital Strategist, and DMI Lecturer
Clark Boyd, Digital Strategy Consultant, author, trainer, and DMI Lecturer
Neal Schaffer, Social Media Leader, and author, and DMI Lecturer
Stephen Walsh, Sales, Marketing, Learning and Technology expert
Chris Coomer, VP of Data, Analytics and Insights at Neil Patel Accel, and DMI Lecturer
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