The past few years have presented numerous ups and downs for digital marketing. As the pandemic created a push towards online marketing, the “bounce back” this past year has presented new avenues for promotion due to changing consumer behaviour. Consequently, these shakeups have created a lot of uncertainty. Here are some important global market trends and marketing stats you should keep in mind going into 2023.
Digital Marketing Trends 2023
2023 trends indicate:
- Signal-Based Marketing Will Grow
While the past few years have been about judging behavioural trends and making deductions about audience needs and wants, online marketing specialists predict a move towards signal-based marketing. This is where we expect the audience to exhibit signal traits of potential customers as opposed to waiting for them to overtly exhibit interest. It’s about being proactive in predicting target audience behaviour as opposed to waiting for them to show overt interest.
- Increasing Automation
New tools like Chat GPT and the various AI content programs could be a major step forward in speeding up the creation of original content and customer support. More and more companies are experimenting with AI tools but this doesn’t mean your average content specialist will be out of a job. Rather, these can be a great supplement to your content and customer engagement operations. Here’s an illustration of the growth of voice assistants in companies:
- Zero-Party Data Collection
With the growth of legislation that protects data privacy, many marketing companies went on doom and gloom tirades. However, others have been seeing companies become more active in gathering data with consent. Consequently, research tools like online survey automation services and primary research outreach are poised to grow.
Current email marketing trends also tie into the zero-party data, as companies will be able to hyper-personalize their email campaigns in light of new privacy policies, according to analysts.
Current Trends in Integrated Marketing Communication
When it comes to linking various forms of media together, there are a number of different trends we’re noticing. Integrated marketing and advertising technology stacks are shown to be successful and correlate towards better operations:
Among the integrated marketing platforms, 3 are especially popular and account for more than 50% of the marketing automation market share: HubSpot (33.74%), ActiveCampaign (10.04%), and Adobe (7.5%). These market leaders all provide an extensive range of services that run campaigns across multiple forms of media.
Programmatic advertising trends show strong growth in in-house and automated processes. 69% of marketing firms have either entirely or partially brought their programmatic campaigns in-house. This coincides with increased interest in programmatic advertising based on first-party data solutions.
Similarly, there has been a significant rise in audio ad spending which marketing agencies should be on the lookout for. Some key audio advertising trends illustrate areas of potential growth:
- Podcast growth has made audio ads more popular. The audio ad revenue from podcasts is expected to rise to $3 Billion by 2026 account to a report on marketing trends from 2021.
- 49% of digital ad spend in podcasts is audio.
- Audio ads can cost less than half of their video counterparts.
Marketing Stats for Customer Outreach Techniques
Emotional marketing statistics show that campaigns with purely emotional content perform twice as well as those with purely rational content (31% vs. 16%). Similarly, campaigns that were purely emotional appeals did marginally better (31% vs 26%) than those that mixed emotional and rational content.
Conversational marketing statistics have also been promising, indicating that a core concern for customers is response time. 42% of visitors expect instant replies from a chatbot with 44% expecting an instant answer from live chat. Chatbots and new AIs are expected to be implemented to great effect to promote conversational marketing in the near future.
In terms of online buyers and shoppers, marketing trends point out that:
- 81% of retail shoppers conduct online research before buying, which means content and eCommerce SEO have become crucial in outreach.
- A lack of an omnichannel approach can cost 10% in terms of lost revenue.
- 73% of retail consumers use multiple channels to shop.
- 84% of consumers want retailers to do more in physical and digital promotion.
B2B Marketing Stats
B2B social media trends are looking promising, indicating that companies are investing more in LinkedIn than in prior years, with the platform’s revenue growing 43% in 2021 to $11.5 billion. This indicates that LinkedIn will become more competitive for companies and job-seekers alike, as its revenue often coincides with more companies overall and more intense ad campaigns.
B2B digital marketing trends show almost 60% of B2B buyers fit the 25 to 44 demographic range, meaning business leaders are now younger overall. This may warrant a rethinking of how to approach companies, as traditional methods have been dominant for the longest time.
In terms of B2B customer journeys, survey respondents overwhelmingly (75%) believed that the buying cycle has gotten longer in the past 2 years. Taking this into account for the future, it may be favourable for companies with a counter-strategy. Streamline sales cycles and save money for both you and your client, while getting to the meat of your business.
Here are some B2B marketing trends we expect to be relevant:
- A move away from InMail (or at least a decreased reliance on InMail).
- 54% of sales agents believe contacting prospects regardless of channels is harder than it was five years ago.
- Content is still a powerful driver with just over 50% of buyers looking at it before deciding on a purchase.
- 86% of B2B marketers are using LinkedIn for sales generation.
- B2B marketing stats also illustrate that 60% are using Twitter while 60% do business over Instagram. YouTube stands at 56% and only 5% of marketers reported not using any social media.
How to Keep Up with Social Media Trends in 2023
The slate of 2023 social media trends will mainly arise from places like Instagram and TikTok. In 2021, TikTok generated $4.6 billion for a 142% annual increase. Similarly, Instagram is growing at a steady pace as well, on track to reach 2.5 billion users after Q1 2023. While Facebook and Twitter aren’t the growth juggernauts they were in the past, they still present opportunities for marketing.
To get in on some of these high-engagement online marketing trends, you need to:
- Use TikTok Creative Center and the Instagram Marketplace (if available in your region).
- Follow prominent influencers and set up Google Alerts for major trends.
- Keep track of hashtags related to your industry with Twitter lists, Twitter streams, and Facebook groups.
- Platforms like Hootsuite, Reddit, and Feedly can be great sources for monitoring various streams of trends.
- There are YouTube channels and Twitter accounts dedicated to industry niches, so find one you trust and follow them.
Social media trends and market research indicate that ephemeral media is still growing with an emphasis on rapid-fire videos. The latest marketing stats indicate more investment in TikTok. Similarly, influencers are probably going to continue being a major part of social media. Some crucial influencer marketing trends are below: