If there is one trend that will continue to see an upward swing more than ever, it will be of brands investing in digital marketing via new tech tools.
Smart businesses are hopping on to the latest trends to incorporate and maximize impact and results. Mapped here are some of the most popular trends, that will help brand’s and businesses to grow and succeed through the year 2023.
Influencer Marketing
Picking further steam, influencer marketing will remain a hot favourite for marketers in the year to come. Of the 89%, marketers who are currently engaging with influencers will continue or better still increase their investment.
A further 17% of marketers will join the brigade for the first time, in the coming year.
As the advertising landscape is becoming cluttered and moving from a broad base to a targeted niche, businesses will swear by new ways to get in front of their audiences.
Increasingly, businesses will find opportunities to break through the commotion with seemingly organic content via influencer engagement. Collaborating with influencers and industry thought leaders, brands will continue to gain more awareness and fan following from the influencer's audience. This will also work well for brands that can’t afford to hire a celebrity for endorsements. Influencers on the other hand will have a macro to micro impact. Some of them may be with fewer following, often pack more punch due to their higher level of engagement with their audience. This, plays a bigger role in converting leads, connecting with audiences, and boosting brand awareness.
Content Wave of Short-form Videos
Taking the world by storm with the ever so dropping attention span of the consumer; short-form video content, will continue to rise in 2023. Taking over social media – Instagram Reels, TikTok, and YouTube Shorts, according to a recent survey by HubSpot, offers the highest ROI in any social media marketing strategy.
A staggering 90% of marketers using short-form video will increase or maintain their investment in 2023, and 1 in 5 marketers plan to leverage short-form video for the first time in 2023.
While long-form videos offer depth and rich information about a product, brand, or service to audiences, both B2C and B2B marketers are learning and getting to the point with short-form videos, that are much more effective.
Not only does it take less bandwidth to create a short-form video, but the format aligns well with the fast-paced attention spans of online audiences in a variety of demographics.
Social Media and E-commerce
The advent of social media has helped businesses closely interact with their audience and provide a medium to sell goods & services. The integration of social media and e-commerce has opened doors for an online marketplace for customers from different cadres of society to buy products and services that match up to their expectations. It is a popular social media trend that transcends across different industries. Moreover, it is an effective way to make products available to customers while interacting and engaging with them. In 2023, This shift will continue to have an impact on consumer shopping habits.
For instance, 71% of Gen Z-ers prefer to discover new products on social media. The same is true for 51% of Millennials.
As this trend continues to grow, brands will consider focusing on social media for lead-generation efforts.
Metaverse, Web 3.0, NFTs and AI
Immersive virtual experiences and reality can take the brand experience to an all-new height. There is much talk and excitement in the marketing arena, about metaverse, however, there still are no real use cases or ROI just yet. On one hand metaverse, Web 3.0, NFTs and AI can give any digital marketer a FOMO (fear of missing out!) what is important to understand is that we continue to trust the process and not lose out on the foundation of digital marketing, which starts with a website, SEO, email, social media, digital ads, community management, and reputation management, as these have and will continue to contribute disproportionately.
Overall, keeping an eye on all that is trending and staying agile to change will ensure success and growth for businesses in the digital landscape.
For digital marketers, it will be important to stay on top of their game, in the year 2023 and subsequent years by continuing their investment in new and emerging tools of digital marketing. However, a thorough understanding of algorithms, optimization of content strategy, and creation of delightful customer experiences will help in seizing the success for one & all.
Disclaimer
Views expressed above are the author’s own.
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