Looking back on 2022, we’ve seen the return of the World Cup, the exceptional Commonwealth Games and as a nation mourned the loss of our longest-reigning monarch, Queen Elizabeth II. It’s been a whirlwind year and content teams have had their work cut out for them to create innovative and memorable ideas.
As we approach 2023, it’s time to re-evaluate your marketing strategies and unleash your imagination with our 9 marketing trends for 2023, from visual story-driven content to using AI for improved trendspotting and more looking to influence the creative world.
Trend 1: Short-form video content
The power of video content seems to be holding strong in 2023, as an engaging and creative way to interact with consumers. The unlimited possibilities that video content marketing provides makes it an appealing marketing trend for 2023.
It seems that short-form videos will see the most growth, with a huge 90% of marketers using short-form video increasing or maintaining their investment in 2023. Although long-form videos still hold value in terms of depth and information that can be filtered through them, both B2C and B2B marketers have learned that short-form videos are better at capturing online audiences faster-paced attention spans, with marketing messages being delivered more effectively.
Trend 2: Visual story-driven content
Although there have been huge advancements in voice search and smart speakers, visual content still dominates the marketing trends for 2023. Especially as it grows to become a popular medium for brand storytelling. With research suggesting that posts with images produce 180% more engagement than those that feature plain text. You only have to look at the growth of image-focused platforms Pinterest and Instagram to see this.
Trend 3: Integrated Online-Offline Customer Experience
With the monumental growth of online stores over the past few years, it seemed that physical stores were all but a thing of the past. However, the tide has turned, consumers still prefer physical stores, but brands need to adjust their marketing strategy to take advantage of increased digitalisation and apply this to their stores.
Stores need to be seen as a place where people can shop, but also where brands can really engage and connect with their customers to improve their overall experience.
VR and AR technologies will bring more of the shopping experience to home too, making online shopping feel more personable. Brands like Nike and IKEA have already taken this on in their marketing with augmented reality apps and unique retail experiences.
Trends 4- Hyper-Local Marketing
Over the years there’s been an increased expectation for personalised customer experience. Marketing trends for 2023 seem to point in the direction that this desire for personalisation has also spread into local marketing and what to expect in that aspect. Although not an entirely new concept, with big brands customising their marketing messages on a local level for years, geolocation services will be used more and more by brands in 2023.
Now that most people have technology at the tip of their fingers in the form of smartphones, potential customers can be easily targeted with marketing messages as soon as they’re detected to be within a certain distance from a store.
Choosing to focus on hyper-local marketing will help to reduce marketing spend and ensure budget is not wasted, as your marketing material reaches consumers who are much more likely to buy.
Trend 5: AI for better trendspotting
The benefits of artificial technology (AI) are gradually becoming noticed and utilised by various industries. Marketing professionals use AI methods like; data models, algorithms, and machine learning to better understand their target audience. The impact this has on optimising spend, customisation and personalisation for customers cannot be underestimated.
New technology is working to make AI more easily accessible and affordable, so smaller businesses can incorporate it within their marketing strategy in 2023 too.
Trend 6: Emphasis on consumer privacy
In a world where everything is being monitored, recorded and watched, assuring your customers that you have their safety and privacy in mind is certainly going to become a crucial marketing trend for 2023. Amongst the recent controversies around consumer privacy, companies are responding by developing new systems that better protect personal information.
Increased data security allows customers to sign up for services, demos, white papers and more without worrying about data leaks or identity thefts. Will you be looking into upgrading your privacy software in 2023?
Trend 7: Long-term influencer-brand relationships
Like last year, influencer marketing seems to be another marketing trend for 2023 that isn’t going anywhere. With 93% of marketing professionals using influencer marketing to; increase brand awareness, build trust, reach their target audience, drive conversions and connect to a wider audience, it’s no wonder this trend has made the list again.
Whilst word of mouth advertising and influencer marketing is nothing new, 2023 seems to be the year where brands will be trying to build long-term ‘brand ambassadors’ and establishing more authentic connections, so both the brand and the influencer can maintain trust with their audiences.
Trend 8: The change to GA4
There’s a huge data change set to take place in 2023 with Google Analytics. On the 1st July 2023 the current Universal Analytics will no longer process any new data and you’ll need to migrate across to the new Google Analytics 4 property.
The new GA4 property has many benefits from being able to collect more data than Universal Analytics, giving you a lot more insight into what people are doing on your site or app to being used to track just about anything, not just web traffic. All in all, GA4 will transform the way data is captured throughout 2023 and beyond.
Read our blog to find out more about this crucial change and how Rawww can help you migrate to GA4, so you don’t lose your data.
Trend 9: Omnichannel marketing
Last but certainly not least, rounding up our marketing trends for 2023 is omnichannel marketing. This type of marketing made an appearance in our 2022 marketing trends and it’s proving to be just as vital in 2023.
Omnichannel marketing provides users with a seamless experience across all platforms, channels, and devices throughout the marketing funnel. The core goal of omnichannel marketing is to ensure all your marketing channels are accessible to your customers in one connected space.
Make it clear on your website where customers can contact you. For example, offer as many possible contact options as possible such as email, phone, online forms, and even a chatbot or virtual assistant. In terms of your product and service offerings, having the ability to place an order online, via an app, phone, call, or even coming into your shop if you’re in e-commerce, is crucial.
