A well-informed marketing strategy is a driving force behind building a successful business.
What consumers want, need, and expect from brands today looks nowhere near what it did five years ago. Digital marketing trends constantly change, forcing businesses to adapt their strategies accordingly.
Unfortunately, not all companies are quick to keep up with these changes. You need to scour the latest reports, talk to influential industry experts for hours, and monitor endless consumer behavior data to stay ahead of the curve.
1. Increasing Video & Livestreaming Usage
Like 2022 marketing trends, brands will continue investing heavily in YouTube, TikTok, and Instagram and will use the power of video content to engage and interact with consumers in 2023.
Video remains an increasingly popular medium for storytelling.
Livestreaming is rapidly gaining traction and allows brands to build closer relationships with their audiences and foster greater trust.
Live streams showcase the “behind-the-scenes” aspects of your business, create deeper connections with customers by hosting Q&As and webinars, and offer more personalized interactions through video messaging.
Short-form Video Will See the Most Growth
YouTube Shorts, Instagram Reels, and TikTok are all short-form video formats that have exploded in recent years.
Virality is a game changer in today’s social media-driven world, which is why short-form video has become so popular. Short videos are the ultimate way to engage and entertain audiences, tap into trending topics, and go viral with relatively little effort and cost.
In 2023, businesses should focus on incorporating short-form videos into their marketing strategy. Whether creating unique branded content, using user-generated content (UGC), or partnering with influencers to promote your brand, short-form videos are a tested way for brands of all sizes to reach wider audiences and build meaningful connections.
2. Return to In-Person Events
With the pandemic behind us, businesses will return to host in-person events to connect with customers and build brand awareness. Whether creating a pop-up shop in your local community, sponsoring a major trade show, or attending an industry conference, there are many creative ways to incorporate this tried-and-true marketing strategy into your business.
Last year, 50 percent of companies anticipated attending more in-person events in 2022 than in 2021. This online marketing trend is expected to continue in 2023 as businesses recognize the value of face-to-face interactions in converting leads and establishing long-term customer relationships.
If you’re attending an in-person event, use event intelligence to find out who’s attending, what they’re talking about, and how influential they are. Preparation helps you better engage with attendees and connect with key prospects in your industry.
Twenty-six percent of content creators use podcasting to reach their audiences, while 26 percent of organizations use podcasts to distribute their content. Podcasts help you reach highly engaged audiences and create original, engaging content that listeners can easily download or stream. You can also partner with influencers in your industry to build brand awareness.
In 2023, podcasting will continue to grow as a marketing tool for brands of all sizes. It’s an excellent way to build thought leadership, develop niche expertise, and create more intimate customer connections. Whether partnering with other brands, influencers, or industry experts, podcasting can help you establish a competitive edge in your market and enhance your business results.
4. Interactive Marketing
Interactive marketing is a strategy that involves incorporating interactive elements such as games, quizzes, polls, and calculators into your online content. It helps capture attention and engage users on a deeper level.
Whether you’re creating an online game that ties into your brand, partnering with an influencer on a social media quiz, or incorporating polling into your website content, there are many ways to take advantage of this marketing strategy. Focus on creating high-quality content that is relevant and engaging for your audience to enhance your success with interactive marketing.
Also, test different elements of your campaigns to find what works best for your particular goals and objectives. For example, try A/B testing your interactive marketing campaigns to increase website traffic to determine which drives more people to your site.
Gamification is one example of interactive marketing that uses game-like elements to engage and entertain audiences. Whether in education, recruitment, or e-commerce, brands use gamification to increase their presence and reach new audiences. Sephora, for example, uses gamification to promote its rewards program, engaging customers with fun challenges and rewarding them with discounts, makeup samples, and other perks.
Conversational Marketing: Chatbots are Getting Better
By 2025, 95 percent of customer interactions with brands will be via artificial intelligence (AI), such as chatbots. Conversational marketing allows brands to interact with customers on a more personal level.
With natural language processing (NLP) and machine learning constantly improving, brands can now use chatbots to address customer concerns and answer real-time questions. Whether you’re offering support or generating leads through your website or social media platforms, chatbots can help you boost customer engagement, improve customer satisfaction, and drive sales.
5. Omnichannel Marketing: Integrated Online-Offline Customer Experience
Omnichannel marketing is a holistic strategy that creates an integrated customer experience across all channels and touchpoints.
It helps brands build stronger relationships with their audiences and drive more sales by engaging customers through multiple channels, from social media to in-store interactions.
An integrated online-offline customer experience is essential for businesses looking to stay competitive. Twenty-seven percent of senior marketers believe their omnichannel journeys align, showing room for improvement and innovation.
Some critical tactics for delivering an effective omnichannel customer experience include personalizing your communication, using data and analytics to target customers with the right message at the right time, and providing consistent messaging across all channels. Another important factor is integrating your sales and marketing teams to ensure that the customer journey is seamless, regardless of how they interact with your brand.
Greater Focus on Customer Experience (CX)
Seventeen percent of consumers say they would stop doing business with a company if another company would provide a better customer experience. 45 percent of consumers globally also say they are somewhat likely to stop using a brand if they don’t personalize its customer experience. Businesses compete on multiple fronts – price, quality, speed of delivery – but it’s all about customer experience.
Omnichannel marketing is essential for brands that want to stay competitive in today’s digital landscape. By integrating online and offline channels and consistently delivering high-quality experiences across all touchpoints, brands can build stronger relationships with their customers and drive more sales.
Whether offering superior customer support, incorporating personalized recommendations in your marketing campaigns, or delivering timely promotions via email and SMS, omnichannel marketing can help you create personalized experiences that keep customers coming back for more.