Trends that Marketers Should Leverage in 2023
Thanks to the continued rise of internet usage and popularity of digital platforms, the investment in digital advertising continues to grow. Digital advertising revenue will surpass $700 billion USD by 2025.
Here are some of the biggest trends impacting digital marketing that can help grow your success.
Leverage a Mix of Advertising Channels
It’s clear that consumers today are engaging with various channels. This makes it more important than ever to provide them a unified experience.
In 2023, the best way to tap into this trend is by leveraging a multi-channel advertising strategy that enables you to reach consumers throughout the entire funnel. You’re able to tell a cohesive brand story across channels like social, search, native, display, video, and audio.
Using a mix of complementary channels increases the percentage of the total target audience that you can reach, resulting in a higher return on ad spend (ROAS). It also helps you craft a brand story throughout the entire customer journey.
Implement Cookieless Targeting Tactics
There’s a popular misconception that cookies are about to crumble into the data abyss. Although more limitations are being placed on environments where cookies are used, the reality is, cookies will continue to be relevant for marketers. For example, in certain regions, in order to collect and track 1st-party data, users must give their explicit consent.
The good news is, you don’t need to worry about the environments where cookies can’t be placed or tracked, thanks to cookieless solutions. Contextual advertising is one of those solutions. It has resurfaced as a performance-driving targeting method for reaching the right audience, at the right time, and in the right context.
Get a head start in identifying what keywords and tactics are most beneficial for your campaigns, and use these strategies in tandem with audience targeting for a digital strategy that performs as the marketing landscape evolves.
Short-Form Video
TikTok and Instagram Reels are taking over social media (and consumers attention). There is no doubt that this format will only continue to grow.
For businesses to stay relevant, they need to appear in the channels where their customers are. Luckily, video formats are making their way into social media management tools, so it will become easier for brands to take advantage of video content.
Influencer Marketing
There’s no denying it, but influencers are hot! As the advertising landscape continues to become more saturated, businesses need to find ways to break through the noise and one way to do that is through influencer marketing.
Jump on the influencer marketing trend by researching opportunities to integrate influencers into your marketing strategy for the new year. Take a peek at your competitors or see how other industries are harnessing influencers to help increase results
Social Searching
According to a TechCrunch article, 40% of Gen Z users prefer TikTok and Instagram over Google — meaning younger users turn to these apps for discovery purposes.
With this in mind, brands should keep search in mind with their social strategies, particularly for topics like beauty, travel and fashion. The right TikTok campaign could bolster brand-associated search results!
Voice Search
Voice Search has been steadily growing year-over-year. In fact, according to a PWC report, 61% of people between 25–64 already use voice search on a regular basis.
Voice searches are not the same as text-based searches. Aside from having contrasting input methods, voice search tends to use longer, more conversational queries. So businesses and marketers must modify their SEO strategies — optimizing the content for voice search.
Featured Snippets in Google Search
SEO will continue to be an important aspect of digital marketing as we move into 2023, but we’re now seeing a big shift in the SEO industry.
With the growth of mobile and voice search, people are changing the way they use search engines like Google. Being number one in the search engine result pages is no longer necessarily the primary goal your business should be aiming for.
Featured Snippets results mean that you don’t need to click through to a website to get the information you’re looking for anymore — it’s right there on the Google search results page.
2023 Marketing Trends Wrap Up
2023 is going to be an exciting and challenging year for marketers. External circumstances mean that brands need to think carefully about their messaging to engage their audiences and align with influencers that have the same values.
Advice for the new year: stay nimble and be ready to switch up your strategy on the fly!