Now that 2022 is over and we’ve moved into a new year, 2023, there is no better time than now to look back at the remarkable changes in search and consumer behaviour, as well as to plan out the major digital marketing initiatives we will undertake in the coming year. While there are plenty of data points and trends that can be discussed, we are focused on five key consumer insights that you need to keep in mind when building your search marketing strategy for 2023. From creating video content to tapping into digital creators, these trends will be shaping marketing strategies for 2023 and beyond.
Similar to the marketing trends in 2022, brands will continue investing heavily in YouTube, TikTok, and Instagram, and use the power of video content to reach and engage consumers in 2023. Emerging AI technologies such as ChatGPT will be increasingly helpful for marketers, and while this might sound counterintuitive, brands will not back down from their big investments in marketing, focusing instead on results and measured ROI. The marketing teams that give customers and prospects greater freedom over where they engage with a brand will be winners in 2023.
Local marketing will be more critical, with customer loyalty, not conversions, taking precedence. As a result, brands will need to put a greater emphasis on collecting first-party data to target customers effectively in their marketing efforts for growth. Due to user privacy concerns, marketing agencies will be prevented from using data collected through cookies to pinpoint their target audiences.
Along with the rise in IoT devices and increased expectations of a customised customer experience comes an increasing usage of geolocation data in marketing. AI-generated content (e.g. ChatGPT) has become an increasingly important characteristic in digital and content marketing, including local search.
A good way to ease up the work of your marketing teams, but keep your customers front of mind, is by using User Generated Content (UGC). Consumers are 2.4 times more likely to trust UGC than brand-created content - proof that it is time to prioritise authenticity in your marketing strategy.
Influencer marketing has been growing for years, and the trend is only going to continue, with influencers building larger and larger audiences ripe for marketers to tap into.
According to HubSpot’s Marketing Strategies and Trends 2023 report, influencer marketing will continue to increase in ROI. The report forecasts influencer marketing to experience a major increase in 2023, with 17% of marketers planning to invest in it for the first time. Eighty-nine percent of marketers using influencer marketing are either increasing their investments next year or maintaining them.
This tried-and-true marketing strategy should continue into 2023, as businesses realise the value of face-to-face interactions for converting leads and building long-term customer relationships. Inbound marketing can be a valuable resource for building brand awareness and building trust online with renewed strategies that focus on getting customers to seek your content. Whether it is creating an online game tied into your brand, working with an influencer for a quiz socially, or including a survey within the content of your site, there are plenty of ways you can benefit from inbound marketing.
Omnichannel marketing helps brands establish stronger relationships with their audiences and generate more sales by engaging customers across a variety of channels, from social media to in-store interactions. This type of marketing helps your customers retain a strong sense of your brands identity through multiple digital channels. Omnichannel marketing is about maintaining a cohesive brand experience on every single channel that customers may interact with your brand.
As we looked at data on top searches in 2022, as well as useful insights shared from a variety of organisations, we realised just how important it is for brands to gain the trust of their customers.
Brands will need to build incredible customer experiences in 2023 to ensure that they are able to keep growing and evolving through uncertain conditions. As we increasingly embrace artificial intelligence (especially as consumers), marketers and businesses will have to react. The future of marketing and business will be much more diverse, inclusive, and connected with the actual needs of customers.
No one can say with 100% certainty what the future of marketing looks like, but those working in the field can provide helpful insights and predictions about some possibilities that may become possible in the years ahead. As we move further into the new year, now is a good time to begin looking ahead at marketing trends and strategies that can help your company thrive.
The marketing trends that will be dominant over the next 12 months include customer experience, employee engagement, and content visualisation. Marketers will rely more heavily on AI-powered tools to help them make sense of massive amounts of data, understand customer behaviour better, design better-targeted marketing campaigns, and gauge the success of digital marketing practices.
Overall, AI and BI tools will be central in helping marketers collect insights about consumers, which can aid in creating more tailored campaigns, all the while keeping the cost of advertising in check. AI will also allow marketers to customise communications with consumers and send highly tailored messages to them according to their needs and interests.
Artificial Intelligence & Analytics Key Takeaways Marketers are now using AI and analytics to do more than analyse data and discover trends, they are using it for digital marketing processes such as content creation. AI and automation technologies are helping take some of the grunt work out of marketing, so brands can focus on strategies and crafting an awesome customer experience.
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