The marketing industry is constantly evolving, and 2023 is set to bring about some of the biggest trends yet. With the impact of the COVID-19 pandemic and the resulting digital transformation and e-commerce proliferation, marketers must adapt to the new challenges presented.
Tectonic Shift in social media
One of the biggest trends in digital marketing is the rise of short-form video (SFV) content. TikTok has popularized SFV, and it has quickly become the preferred method of engagement for consumers. All major digital platforms now offer their own SFV offerings, such as Instagram Reels and YouTube Shorts.
According to HubSpot’s latest marketing report, 33% of marketers leverage SFV for its industry-leading ROIs, and 90% will maintain or increase their investments in it in 2023. Additionally, over 21% of marketers plan to use SFV for the first time in 2023.
Another rising trend is influencer marketing, which offers the second-highest ROI after SFV but is only used by 25% of marketers. Studies show that 33% of Gen Z customers have purchased a product based on an influencer recommendation.
User-generated content (UGC) is another important trend that has become a crucial part of a brand’s digital persona. Unlike traditional marketing content, UGC is created and distributed by consumers, creating an authentic connection with customers.
Audio Comeback
Audio has made a comeback in recent years, with formats such as audiobooks and podcasts being used to generate inbound traffic. Podcasts, in particular, can be a pivotal tool for brands to engage and educate their customers about their products. The massive success of The Joe Rogan Experience proves that podcasts are here to stay, with Spotify purchasing the broadcasting rights for over $200 million.
Click-to-Message Advertising
Click-to-Message Advertising, or direct messages sent by brands to customers on platforms such as Facebook, Google, Instagram, and WhatsApp, is a relatively new product with stellar ROIs. Millennials and Gen-Z, in particular, prefer to click-to-message for product discovery, queries, and customer service. Personalized messaging can also help customers throughout their buying journey, creating a seamless omnichannel customer experience.
Artificial Intelligence Everything
Big Data, Machine Learning & Artificial Intelligence applications will be front and centre once again in 2023. Marketing has the most to gain from the proliferation of these technologies, as they dramatically enhance a marketer’s core activities, such as understanding customers and recommending appropriate products and services.
The greatest value will be seen by marketers who adopt integrated and end-to-end machine learning and artificial intelligence applications, which help with simple task automation. Artificial Intelligence driven Marketing Automation, Natural Language Processing (NLP), Conversational AI for Chatbots, and Copywriting are all being used for Search Engine Optimization.
The marketing industry is constantly changing, and marketers must adapt to the latest trends to remain relevant. Consumers value privacy, transparency, and inclusivity more than ever, and marketers must incorporate these values into their messaging in increasingly innovative ways.
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