The end of year is a good time to review performance & anticipiate trends for next year. In this series of trend notes, under digital marketing category, I will continue noting the emerging and influential digital marketing trends in 2023, mainly just selective copies from big platforms/ influentials. Bear in mind that trend is a blend of external macro factors such as PESTLE (Political, Economic, Sociological, Technological, Legal and Environmental) and internal one of businesss unit itself and its customer behavior changes.
Here is the digital marketing industry trends from Hubspot – an inbound marketing, sales & customer service software products, serving from small to large (1000 staff sized) businesses. Full report here
Biggest finding: Agile, Data-driven marketers will win 2023
Overall, the survey results pointed to two tactics that will be vital in keeping up the pace in the coming year:
- Use deeper data to know the ins and outs of your audience.
- Always plan to pivot
From pandemics to political turmoil – and now a looming recession – the last few years have been a roller coaster for brands and consumers alike. Ultimately, you need a plan for when things go off course, both budgeting, marketing channels and content resonation as well.
What changed in Marketing 2022:
- More marketers have made pivots part of their plan
- Data-informed marketing strategies have become vital
- More brands aim to create content that reflects their values
- Marketers increasingly use CRMs to track and organize data
- Focusing on customer experiences bridges the gap between service and marketing
- Social media DM strategies are growing in popularity
- Building online communities around your brand is becoming critical to engagement
The top marketing trends in 2023 include:
1. Short-form video will see the most growth in 2023
Continuing 2022, short-form video is not only the most popular trends in the next year but it is also the most effective and has the highest ROI. 90% of marketers using short-form video will increase or maintain their investment next year, and 21% of marketers plan to leverage short-form video for the first in 2023.
2. Influencer marketing will continue to grow its high ROI
Over 1 in 4 marketers currently leverage influencer marketing and it offers the 2nd highest ROI of any trend. Fortunately, it can be leveraged with short-form video to take advantage of both of the highest ROI trends at the same time.
On top of all that, Hubspot’s consumer trends survey shows that 33% of Gen Zers have bought a product based on an influencer’s recommendation in the past three months. And when they’re making purchase decisions, gen Z says influencer recommendations are more important thatn recs from their friends and family.
3. Branded social media DM tactics are growing
Using social media direct message (DMs) for customer service is relatively new, but already used by 29% of marketers. It has the 3rd highest ROI of any marketing trend and use will grow in 2023, with 15% of marketers planning to try it for the first time. On top of that, 87% of marketers using social media DMs for customer service will increase or maintain their investment in 2023.
As social media apps like Instagram, Twitter and Facebook continue developing their e-commerce capabilities, providing customer service through DMs will only become more crucial.
Our consumer trends survey also found that over 1 in 5 Gen Zers and nearly 25% of Milennials have contacted a brand on social media for customer service in the past three months.
4. Website SEO continutes to shine
While not new, leveraging a blog with an effective SEO stratey continuest o be a powerful tool, with 29% of marketers using a website to attract and convert leads.
When it comes to the trend marketers will invest the most money in for 2023, SEO ranks third behind short-form video and influencer marketing.
5. Marketers will continue to humanize their brands
Humanizing one brand meands adopting a more relatable and personal communication style when interacting with customers instead of standard business jargon. This approach cultivates your brand’s personality and values through establishing meaningful connections with your audience.
30% of marketers are currently creating content that reflects their brand’s values, making it the third most popular trend right now.
6. Marketers will benefit from data in 2023
As discussed above, Hubspot believe that data-driven marketers will win in 2023. After all, some of the biggest advantages marketers get from using data to inform their marketing strategy are that data helps them reach their target audience more effectively, create more effective marketing content, understand which marketing strategies are most effective, increase the ROI of their marketing efforts, and prove the value of their marketing & activities.
The top Marketing Channels of 2023
Among social media, the most favourable marketing channels are in below order:
- Facebook – Lead in ROI
- Instagram – the #2 for ROI and will see high first-time use in 2023
- Youtube – the most growth of any platform in 2023
- Tiktok – over half of marketers eye Tiktok for future investments
- LinkedIn – B2B marketing channel
Below are some table charts to showcase more details of marketing execution this year 2023.
Which Media Formats are Marketers Leveraging?
Which media format will marketers invest the most in 2023? (top 6)
What are the biggest challenges content marketers face (top 5)?
How are marketers changing their goals in 2023?
What are the most important metrics for measuring the effectiveness of your content marketing strategies (top 6)?
Norwich, Dec 2022
Kate Nguyen
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