Marketing trends for 2023

12 December 2022

In 2022, we’ve seen marketing trends develop and change within the blink of an eye, but what do they mean for the new year ahead?

Keeping up with marketing trends can be tougher than keeping up with the Kardashians. That’s why we’ve identified the top four marketing trends that we expect to blow up big time in 2023 and explained how you can stay ahead of the game.

Influencer marketing will boom

In a world run by social media, brands invest in influencer marketing to boost their exposure across social media apps and capitalise on the platforms’ promotional power.

The value of the global influencer marketing market has more than doubled between 2019 and 2022, with 11 per cent of marketing experts that consider influencer endorsement as their primary marketing channel.

In 2023, 89 per cent of marketers who currently engage with influencer marketing plan to increase their spending.

To gain from influencer marketing, you should identify an influencer who aligns with your brand and has a suitable target audience. Micro-influencers, promoters with a small following, can be a powerful asset to your brand as they often come with high engagement and a committed audience.

Brands have a social responsibility

Consumers and audiences are becoming increasingly aware of environmental impact and ethical practices and look to prioritise brands that support and give back to the community.

In 2023, consumers are expecting brands to invest in social responsibility content with an increased focus on social issues such as racial justice, climate change, and gender inequality.

Research shows that when brands advocate for these issues, it strongly impacts Gen Z and Millennial purchase decisions.

70 per cent of consumers want to know what brands are doing to address social and environmental issues. To increase your social responsibility you should have clear brand values, remain consistent on socials, and be an advocate for change.

Short-form video is king

Short-form video is expected to remain king of content with 63 per cent of mobile advertisers considering it a top trend for 2023.

TikTok, Instagram Reels and Youtube Shorts provide marketers with the perfect platform to advertise and create effective marketing campaigns and messages quickly and easily.

In today’s world, an expensive production team is not necessary with high-quality smartphone cameras and low-cost editing software making it possible to create explainer videos, authentic behind-the-brand experiences, and product teasers.

Studies suggest that 68 per cent of consumers will watch a business video with a duration of under one minute, so this is a great marketing method to land new customers and extend your reach.

In 2023, consider optimising your video content to suit each social platform and introduce user-generated content that can be shared to create trustworthy connections.

Marketers to push for mobile-first design

In 2022, over 60 per cent of web traffic came directly from mobile phones whereas, in 2012, the figure stood at 10.88 per cent.

The demand for mobile-optimised content is growing at an unprecedented rate as consumers spend an increased amount of time using mobile devices and generations become highly connected.

Thirty-three per cent of global marketers invest in mobile web design, but in 2023 an optimised mobile experience is not only important for brand websites, but also for key marketing strategies such as email marketing.

To deliver effective mobile experiences to consumers prioritise portrait video content and update your brand to push for a mobile-first design.

If you want to stay ahead of the curve, get in touch today to see how we can help create a killer marketing strategy for 2023.

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