5 Marketing Trends Taking Over in 2023

Over the past few decades, the marketing industry has seen numerous innovations, making it easier to communicate around the world. From black and white newspaper ads to all-digital, marketing trends shift to accommodate new technology and buyer behavior. Thanks to HubSpot's recent report with data from over 1,000 global marketing professionals, we can stay ahead of the curve. Their marketing guide aims to help businesses build cutting-edge and competitive marketing strategies. Here are five essential marketing trends for 2023 that came from their study:

Influencer Marketing

• "89% of marketers who currently engage with influencer marketing will increase or maintain their investment."

Influencer marketing takes the idea of celebrity endorsements and places it into a modern-day content-driven marketing campaign. When marketers collaborate with influencers and industry thought leaders, they expand brand awareness and grow interest from the influencer's own audience. Micro-influencers, in particular, often have a notable impact due to their higher level of engagement. These influencers have found a particular niche in their industry, playing a bigger role in converting leads, connecting with audiences, and building brand awareness. 

Find out which influencer type is best for your business. 

Short-form Video

• "A staggering 90% of marketers using short-form video will increase or maintain their investment, and 1 in 5 marketers plan to leverage short-form video for the first time in 2023."

When it comes to video marketing, less is more. Short form video has experienced tremendous growth in recent years and is here to stay. Brands on TikTok and Instagram Reels are reaching younger audiences, increasing brand awareness, and going viral - all by utilizing the power of short-form video. Any video under 60 seconds is considered short form, with the optimal length between 31 and 60 seconds. What makes this strategy so important is that it is proven affective for all types of businesses large and small. Implementing short-form video into content planning opens the door for creative and fun ideas to promote your brand.

Take a look at our most recent blog, for a deeper dive into what makes short-form video so appealing for social media marketing. 

SEO

• "When it comes to the trend marketers will invest the most money in for 2023, SEO ranks third."

Search Engine Optimization is constantly evolving, and its importance is gaining more recognition each year. Major advancements in Machine Learning and AI are also predicted for SEO in 2023. They are already being used in various aspects, from content optimization to link building and keyword search. Google is also rolling out updates with an emphasis on quality content and user experience, continuing to build upon the mobile-first approach. These furthered efforts are to provide value to searchers, making sure they are given the most relevant and useful answers quickly. 

Mobile Optimization

• "33% of global marketers invest in mobile web design, and 56% of marketers who work with email are prioritizing delivering mobile email experiences to subscribers."

Today's marketers are tasked with the challenge of optimizing content across multiple channels. With more consumers using mobile devices as their main source of communication than before, it allows for unprecedented access to current and potential consumers. Marketing experts are planning to implement specific mobile strategies such as push notifications, mobile optimized emails, and app development to simplify the consumer experience. There are six tactics to improve mobile optimization marketers will lean into in 2023:

1. Optimize Email for Mobile Usage
2. Create Engaging, Mobile-Centric Experiences 
3. Utilize Mobile Messaging Tactics
4. Track Mobile Behavior
5. Test & Retest Mobile Tactics
6. Make Every Word Valuable

Social Responsibility 

• "89% of marketers who create social responsibility content plan to increase their investment in 2023, which is almost double from 2022."

Modern consumers value social responsibility, ethics, and transparency. About half of 'Gen Z-ers' and Millennials want companies to be vocal and take a stance on social issues. When companies choose to advocate for causes, it has proven to build consumer trust. Companies have listened to their consumers and have begun to shift their marketing strategies to highlight and focus on inclusive initiatives and missions they support. 

Interested in bringing these marketing trends to life for your brand in 2023? Our team of marketing experts is here to assist. Contact us today.