Top Marketing Trend Predictions for 2023

Impending recession, continued inflation and changing consumer spending mean marketing pros must grow and adjust.

Marketing has faced countless changes over the past two years, and customers today expect brands to provide them with a personalized, exceptional experience across all channels. With an impending recession and continued inflation on the horizon, consumer spending habits continue to evolve and change, and marketing professionals must grow and adjust along with them.

Here are the top marketing trends brands should watch in 2023. 

Social Media Influencers Will Continue to Influence

According to HubSpot’s 2023 Marketing Strategy & Trends Report, influencer marketing will continue to grow its high ROI. The report indicated that over 1 in 4 marketers currently leverage influencer marketing, which provides the second highest ROI of any trend. The report predicted that influencer marketing will see significant growth in 2023 with 17% of marketers planning to invest in it for the first time. Additionally, 89% of marketers using influencer marketing will increase or maintain their investment next year.

Pierre-Loïc Assayag, CEO and co-founder of Traackr, an influencer marketing platform, told CMSWire that although overall marketing budgets may decrease in 2023 with a looming recession, much like the HubSpot report, he believes that brands will actually increase spending in influencer marketing. “What we already experienced during the pandemic — when resources were scarce but the ROI on influencer marketing was stronger than traditional digital media — will be further cemented by a recession.” Assayag said that brands have the proof points they need to move budget to influencer marketing as a more effective and accessible means of communication with consumers.

That’s not to say that everyone agrees.

Megan Conahan, executive vice president at Direct Agents, a digital marketing agency, told CMSWire that as streaming companies come to terms with the new reality of slower growth and churn, consumers will start turning elsewhere for content — and that place is social media. Conahan believes that with extra eyeballs going toward social platforms, creators will shine, their content will get more views and their following will grow.

“Notice I said creators and not influencers,” she said. “Influencers are going to be left back in 2022. We have seen an erosion of trust in influencers who will partner with any brand that pays. With an increased focus on authenticity, influencers have no place here.”

Conahan said that creators will be a big part of brands’ future. “Identify your target market and find creators that align with your target — ensure your 2023 is spent testing into each of these creators and creating lasting partnerships.”

Related Article: Amid Controversy, Will Marketers Change Their Influencer Game?

Local Marketing Continues to Dominate

Searches from mobile devices for businesses “near me” have increased exponentially over the past few years. From 2016 to 2018, Google statistics showed that searches for “shopping near me” had grown over 200%. According to a 2022 report from SafariDigital, 97% of users searched online to find a local business. The importance of local marketing has never been greater, and in 2023, the focus on local will continue.

Linda Pophal, founder and owner at Strategic Communications, a marketing strategy solutions provider, told CMSWire that in 2023 there will be a continued focus on local marketing. “Even the big brands are trying to gain traction in local markets and compete against local businesses that, perhaps surprisingly, have an edge because their content can be more specific and relevant to local geographies and, therefore, rewarded by Google,” said Pophal. “Brands with multiple locations need to localize their content and ensure that it it unique and relevant to ‘win’ from a search standpoint.”

Disruption Through ChatGPT AI Technologies

ChatGPT has been blowing up the news lately, with some heralding the AI technology as the most promising use of AI thus far, and others expressing concern that it will inevitably be used by students to bypass the need to write essays themselves. For marketers, ChatGTP can have positive implications, and for content producers, it could negatively impact their ability to make a living. 

There is likely to be “disruption from ChatGPT and other AI-driven content creation tools that may emerge. ChatGPT is a new iteration of AI-created content and, based on a little experimentation, it’s much better than previous iterations,” said Pophal. “This has the potential to both help and, potentially, challenge freelancers and agencies whose livelihoods revolve around creating content. 

Janssen Manno, director of SEO at CadenceSEO, a search engine optimization consultancy, told CMSWire that the rise of AI has made it easier than ever to produce content, from written material and images to videos with a click of a button. “However, this has also led to an oversaturation of content, making it difficult for high-quality pieces to stand out. As consumers and major marketing channels adapt to the phenomenon, there will be an increased demand for truly unique and interesting creative content, as well as for ‘AI content marketers’ who know how to leverage AI to create quality content at scale and in the appropriate context,” said Manno, who reiterated that if you ignore AI or are lazy, you won’t make it.

Related Article: ChatGPT Shares Its Thoughts on Enterprise VoC Programs

Social Media Marketing Becomes More Important

According to a report from Statista, in 2021 over 4.26 billion people were using social media worldwide, a number that is projected to increase to almost 6 billion by 2027. Additionally, Statista points out that internet users spend 144 minutes per day on social media and messaging apps. This makes social media a promising opportunity for marketers and advertisers. In fact, in 2020, advertisers spent approximately $132 billion on social media advertising.

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