The top marketing trends forecast for 2023, brought to you by our experts at Yay!Starter
The start of any year is the perfect time to set your business goals, so why not consider levelling up your digital marketing game early in 2023?
As always, the core digital marketing fundamentals are your starting point, and we have lots of great content in last year’s blogs that you can check out!
However, to achieve the most success this year, you need to go beyond just the fundamentals. So, to kick start your digital marketing right in 2023, we have highlighted our favourite trends that are projected to take the B2B world by storm this year.
Want help implementing a forward-thinking digital marketing strategy in 2023? Contact us today at Yay!Starter and we can help you set up strategies that will take your business to the next level this year! ☎️
1. Artificial Intelligence
Recently, we’ve been seeing programmes like Chat GPT, a chatbot with many capabilities such as producing human-like commentary on millions of topics, thrive in the digital marketing space, and this will only continue in 2023.
AI is helping to streamline the marketing process, like using AI writing tools to create engaging and informative content. So in 2023, it is time to get to know these tools as they are here to stay!
Remember: Currently, these AI tools, whilst very powerful, don’t have the capabilities to create perfect content. They should be used to create a framework that you can then expand upon.
If you are new to AI, like many of us are – don’t worry, we are here to help! In one of our recent newsletters, we suggested some tools like Neuraloom, HyperWrite AI, ArtEmis and BoredHumans to help you get acquainted and see how they can take your marketing to the next level.
Note that AI’s capabilities don’t stop at content creation – be it copy, audio, video or else. They go far beyond marketing too – into staffing and HR, data integration, biotech, etc., etc. To help you get your head wrapped around it, here’s a helpful article from Sifted talking about the hottest European AI startups.
2. Metaverse
Metaverse is often a buzzword that many know little about. However, with more and more corporate giants becoming large players in this field, it isn’t going to be long before we see its real impacts in many areas of life.
For marketing, we are likely to see a shift to more immersive strategies in the metaverse unlike anything we see today. The way events are conducted, the use of AR on social media and more interactive content marketing are just some of the changes predicted.
However, this shift isn’t going to happen overnight! The key is to keep your eye on the developments in the metaverse space this year as already we are seeing companies like Nike move their marketing towards this new age of digital marketing – they are letting people design and sell shoes for avatars in the metaverse!
3. Short-Form Video Content
Short-form content is set to continue to dominate our lives, with shorter, snappy content engaging larger audiences.
This goes for all forms of content, but video in particular will continue to surge in popularity and is something many are going to be incorporating into their strategy in 2023!
Video Content: Many social media platform algorithms are now prioritising video content due to its high engagement rates. LinkedIn in particular is following this trend as research shows that people are 20x more likely to share a video post than any other kind.
Tiktok is another platform that shouldn’t be overlooked by B2B companies, with Square, Shopify, Grammarly and Adobe seeing success here.
Overall it is a great strategy for increasing brand awareness, connecting with audiences and is altogether a more creative approach to marketing (something that is always important!)
However, this isn’t to say longer forms of content are dead, as always target audience preferences should inform the type of content you create.
4. Social Media Changes
Social media marketing isn’t anything new, but with average user time at an all-time high of 95 minutes per day, we have to accept that this is the space marketing is predominantly moving into.
Since 2020, however, we have started seeing shifts in how social media is being utilised. Rather than being solely focused on connecting with friends and family, social media platforms are increasingly being used as search engines. This trend was initially driven by the popularity of TikTok, where users sought out a more realistic understanding of how products work and their real-life benefits. Now, this shift is also taking place in the B2B sphere, as companies and individuals look to social media to research and discover products and services.
LinkedIn is offering some great opportunities with their ‘Products’ pages that help people find B2B services they can trust, and you can also use LinkedIn to your advantage in 2023 by posting user-generated content (UGC).
UGC is set to take social media by storm this year, with examples such as client testimonials, reviews and case studies helping you to establish trust in your brand and attract prospective clients – UGC is said to be 9.8x more impactful than influencer marketing so it is something to consider using in 2023!
By @AdemAY
5. First-Party Data
In 2023, digital marketing will be heavily impacted by changes in the way companies collect and utilise data. With more regulations set to limit the use of third-party data (cookies), advertisers and platforms will face challenges in building effective audience lists for conversion-optimised campaigns. This trend will accelerate with Google Chrome phasing out third-party data by 2024.
In order to navigate this new landscape, companies will need to focus on developing a robust first-party data strategy. But what exactly is this?
First-party data refers to information that a company collects directly from its own customers and website visitors. This data can include personal contacts, customer demographics, purchase history, website usage patterns, and survey responses.
First-party data is a valuable asset that is relevant to your company’s purpose and can offer you a competitive advantage. Access to this data will become even more important as machine learning and algorithms will continue to improve the quality and relevance of the ads that are shown to different audience segments. You don’t want to get left behind!
To collect first-party data, companies will need to be transparent with their customers about how and why their data is collected, and obtain explicit consent. Brands that succeed in earning their customers’ trust will be more successful in implementing a first-party data strategy.
Additionally, by investing in data management and analysis technologies, companies will be better equipped to turn their first-party data into actionable insights that drive better marketing outcomes in 2023.
Long Story Short…
2023 is set to be another big year for digital marketing trends, so we hope these tips help you get ahead of the curve and achieve marketing success this year!
Key takeaways:
- Get to know AI and use it to your advantage for content marketing.
- The Metaverse is something to keep up with this year as it continues to develop.
- Video content will continue to engage audiences in 2023.
- Embrace social media changes and capitalise on its large scope.
- First-party data strategy must be your business priority in 2023.
➡️ Want to revitalise your marketing in 2023? At Yay!Starter, we help businesses achieve their marketing goals and would be happy to help you too!
(cover image by @storyset on Freepik)