Working in marketing is both incredibly rewarding and simultaneously very humbling due to its strategic trial-and-error nature. Succeeding in digital marketing means quickly adapting to an evolving environment. The past few years have certainly kept marketing teams on their toes, quick to pivot as many times as needed. While we can’t provide you with all the choreography you’ll need for the upcoming year, here are six key marketing trends to watch for in 2023.
1. Increase in influencer marketing
Influencer marketing has been on the rise for a few years now and shows no signs of slowing down. In 2020 alone, Instagram was used in 96% of all influencer marketing efforts. Consumers are becoming more skeptical of traditional advertising and are turning to social media influencers for product recommendations. The emergence of content creator funds on TikTok, YouTube, and Twitch means there’s an incentive for creators to put time into creating content a brand could take advantage of. Companies can continue to leverage these influencers to reach new audiences and drive conversions.
2. Short-form video marketing
People's attention spans are shorter than ever. They expect to find the information they need quickly and easily, which is likely why platforms like TikTok, Reels, and YouTube shorts have proved successful. In 2023, companies will need to focus on creating micro-moments tailored to their customers' specific needs.
Video content continues to be a powerful marketing tool for lead generation because this type of format aligns well with the fast-paced attention spans of online audiences in various demographics. According to Demand Sage, online video is expected to account for 82.5% of all web traffic in 2023, making it the internet’s most popular form of content. Even better, short video formats are making their way into social media management tools and schedulers, making it easier for businesses to plan and post.
3. Voice search optimization
With the popularity of voice assistants like Amazon's Alexa, Apple’s Siri, and Google Home, voice search optimization is becoming increasingly crucial for companies looking to improve their online visibility. Over 71% of consumers prefer using voice search over typing. Therefore, brands need to optimize their websites with keywords and conversational tone to remain relevant for this search method.
4. Advances in artificial intelligence integration
Artificial intelligence (AI) is already used in various marketing applications, such as chatbots, predictive analytics, and personalized recommendations. Although there’s been much debate recently over AI in content marketing (here’s lookin’ at you, ChatGPT), this integration evolution shows no signs of slowing. In 2023, we will see even more companies leveraging AI to automate mundane tasks and improve the customer experience.
5. No more cookies
You may have heard that Google is slowly phasing out third-party cookies because of the shift to Google Analytics 4. This development is a significant digital marketing trend for 2023 because it will limit companies’ ability to send out personalized advertising. As a result, many businesses will have to alter their marketing strategies significantly.
Furthermore, with the increasing concern about data privacy and security, companies are more driven to be transparent about collecting, using, and protecting customer data. Brands that can demonstrate that they take data privacy seriously will be more likely to earn consumers’ trust.
6. Social media storytelling
Gen Z is the first generation to have fully grown up with the internet — and the way they navigate and interact online keeps evolving. Accordingly, social media storytelling is the backbone of modern marketing because it accomplishes many goals simultaneously: clear, concise messaging, engaging and personalized targeting, and potentially promoting values through community building.
Social media storytelling allows companies to humanize themselves to their customer, build relationships, and create emotional connections. Traditional forms of content like blog posts and infographics will continue to be important in 2023. However, we will also see a rise in interactive content, such as polls and interactive infographics like LinkedIn’s new carousel feature. These types of content are more engaging and can be used to generate leads and increase conversions.
Need help keeping up with marketing trends?
Marketing is a complex dance of analytics and creativity. Omnio is here to help! Our team provides a full suite of in-house marketing services by analyzing and executing marketing techniques to elevate your business. We take a one-on-one approach with every client to ensure the best experience. While each trend has its merits, learning which works best for your audience makes the real difference.
