The marketing landscape continues to evolve following an increased reliance on digital tools during the COVID-19 lockdown. Three years later, marketers must continue to meet new expectations for the way their customer base consumes goods and services in a digital-led, mobile-first environment. Here are our predictions for some of the biggest and most successful marketing trends of 2023.
Short Form Video
Video is a uniquely engaging marketing medium.
With the rise of popular social media platforms like TikTok and Snapchat, video marketing is hotter than ever. Short Form Videos are snackable pieces of content that hold our attention in 30 to 60 second bursts. Both visual and engaging, short form videos are increasing in popularity thanks to social platforms like YouTube shorts, Instagram reels and stories, Pinterest idea pins, Facebook and LinkedIn stories and TikTok. In 2022, an estimated 1.6 billion people used short-form videos to communicate. Customers are consuming more of this content, and we don’t see this trend slowing anytime soon.
Use short form videos for tutorials, product demos, FAQs, behind the scenes videos, teasers for upcoming product releases or live stream from events. Need video help? TriAD offers full-service video production.
Also known as the customer’s journey, customer experience is how consumers interact with a company to achieve a goal. It begins the moment they visit your website, follow your social media, or sign up to receive your email marketing. Connecting these touchpoints and creating a seamless, memorable experience will improve your chances for repeat business and eventual brand loyalty. Salesforce reported that 80% of customers consider their experience with a company to be as important as its products. Bottom line—your marketing should leave a customer eager to leave a 5-star review and share their experience with your brand. Let the TriAd team evaluate your brand to ensure you are providing this experience.
Personalized marketing is on the rise in the new year. Traditional one-size-fits-all marketing tactics have fallen flat with consumers tired of receiving the same old sales message. They began to hang up on telemarketers and tune out sell-focused, meaningless advertisements. When generic advertising no longer worked, marketers found success by focusing on solving their customers’ problems.
Once you have your customer’s attention, it’s important that they feel like you are speaking directly to them. Personalizing your marketing is key. Try using chatbots, personalized email marketing that includes their name or company in the greeting, or segmented marketing lists that ensure you are continuing to provide valuable information. Another terrific way to connect on a personal level is through Q&A sessions on social media.
Personalize your marketing and reap the benefits of higher conversions, lead nurturing, customer retention, better understanding of your customer base, greater customer engagement, social sharing, and brand affinity.
Artificial Intelligence (AI) and Machine Learning.
Improving a customer’s experience through personalized marketing can also be achieved with AI. Marketers who embrace this technology will boost efficiency through process automation, improve the speed and consistency of their service, adjust their decision-making with customer insights, and ultimately uncover opportunities for new products and services. They will also be ready to better segment audiences and analyze customer satisfaction.
Lastly, dominate the digital scene in 2023 with an increased investment in influencer marketing. Influencer marketing is a collaboration between a brand and an online personality to market services or products. 61% of B2C marketers surveyed planned to use this tactic by the end of 2022.
Successful influencer marketing combines your strategic marketing strategy with the established credibility of an online public figure. There are influential people within every industry. For effective influencer marketing, you simply need to connect with them. Search for an expert in your field with social savviness who can generate engaging social posts. Consider collaborating with a popular influencer with a large audience, or a micro influencer (under 100,000 followers) with niche expertise.
Employ an influencer to enhance your efforts in the new year.
Some additional food for thought: while only 36% of U.S. marketers used TikTok for influencer campaigns in 2020, almost 50% will do so in 2023. That would make TikTok the third-most popular influencer marketing platform in 2023. (Source: eMarketer)
Connect with our team to elevate your brand in 2023. We are a group of talented marketing folks who work hard and care a lot about your business. We promise the work we accomplish together will be extraordinary.