Annie Everill, Digital Marketing Executive, Imaginaire
From local newspaper ads to virtual reality, marketing trends are up there with one of the most evolving elements of today’s world. Brands and consumer values have shifted over the past few years, with successful marketing using new technologies and strategies to create stronger relations and more effective outcomes. 2023 will once again be a playing field when it comes to content and digital marketing. Although technology is extremely hard to predict, there are some key trends that businesses and creators should expect to see in 2023.
Social media marketing trends
Social media took 2022 by storm, with the likes of Tiktok and Instagram becoming consumers’ top choices when it comes to communication, entertainment, eCommerce and marketing. Although social media has now been around for a few years, the constant updates are what keep this strategy on top. These corporations and marketing agencies are constantly working to improve customer experience, create new features and keep on top of their competitors. Here are just a few social media trends to look out for in the new year.
Online influencers are being used by thousands of brands to advertise, promote and collaborate with their product. There has, however, been a shift in the world of influencers, with micro-influencers becoming just as resourceful. But what is a micro-influencer? Society defines micro-influencers as social media users who fall within the 3,000-100,000 followers bracket. Initially, influencers weren’t being noticed until they had reached over 50,000 followers, but it’s now a much broader selection when it comes to marketing and partnerships. Social brands are now reaching out to these creators as they are more cost-effective, have higher engagement, are more visible and typically have a loyal following.
Another video technique which will be a top trend in 2023 is live streaming. Live streaming, paired with influencer marketing, is allowing customers to engage in real-time whilst asking questions and building connections. Apps such as Tiktok are embracing live streams by creating events, hosting online shops and sponsoring content such as clothing hauls. These streams are the ideal way for brands to create a personalised experience whilst also selling products without looking too promotional.
Digital marketing trends
Video content is becoming a key marketing strategy for large and small businesses as this technique can capture a viewer’s attention for a longer amount of time is more engaging, more memorable and simply more interesting to look at. From Youtube ads to Instagram reels, marketers are forming bite-sized videos to push engagement and increase brand awareness in a way that the modern consumer recognises.
81% of marketers have agreed that an interactive content strategy is much more successful compared to static content. Interactive content is becoming more and more popular amongst brands and businesses as its attention-grabbing, low cost produces high engagement and creates a sense of personalisation. Interactive content to expect to see in 2023 may include quizzes, games, competitions, interactive maps, infographics and personal questionnaires. Some key benefits of interactive content include:
- Improved audience engagement
- Strengthens customer knowledge
- Higher leads and conversions
- Improved customer experience
- Brand loyalty
Today’s customers now value a personalised experience more than ever before. Personalisation has been a top marketing technique over the past couple of years, but hyper-personalisation ventures even further into the customer’s experience and preferences. Through using technologies such as AI, data, automation, and analytics, marketers will begin to delve deeper into a customer’s persona, lifestyle and reactions. This research is then the perfect starting point to create desired content and produce the techniques mentioned previously such as video or interactive features.
Companies and organisations missed out on a few years worth of in-person marketing strategies due to the covid-19 pandemic, and 2023 will see these brands take on events and networking once more. Hosting events is a fun and unique way to market a brand name, products or services and can easily be showcased through other platforms such as social media. These occasions not only give customers an incentive but can also work in boosting brand awareness, brand reputation and customer relationships. Businesses can create printed materials, local flyers, billboards, online ads, social media posts and influencer collaborations to advertise both the event and their services.
Consumerism nowadays is all about convenience. Customers are looking for goods and services which they can access quickly and easily, with local options being at the top of their list. More customers are valuing quality-made items which are sustainable, reliable and made by smaller businesses, so investing in the local community is a simple option. Now that pretty much every person has a smartphone, potential customers can be sent marketing messages as soon as they’re detected to be within a certain location. Brands will begin to use geofencing more strategically to deliver personalised messages and relevant ads. This marketing technique reduces marketing costs whilst also giving the customer convenience and relevance.