2022 offered important lessons to marketers, but 2023 could be even more dramatic. Businesses must prepare for evolving marketing trends as technology and customer preferences shift in 2023, and with them the elements that underpin best marketing strategies. Whether you’re a seasoned marketer or just ramping up, keeping up with change can be tricky…but to leapfrog competition, marketers must remain vigilant for new fads and smart ways to incorporate them into your overall strategy.
Here are the top marketing trends to watch and use when developing a marketing strategy for 2023:
Short Video and Livestream Marketing
Video-based digital marketing took the world by storm in 2021 and 2022 and will also be a key strategy in 2023. Short video marketing on social media platforms like Twitter, TikTok and Facebook keeps an audience engaged for a longer period, giving you increased facetime with customers—80% of consumers prefer video content to written text. Short-format videos also keep your message and content on point, increasing viewer retention of the messaging in your video marketing. More than anything, short videos align well with the quick attention spans of online users.
Live streaming (or “going live,” depending on your platform) is shaping up to be a new way to reach consumers and potentially a very effective digital marketing tool. In 2021, consumers spent around 548 billion hours live streaming on social apps. Live streaming offers a platform to portray behind-the-scenes elements of your business that enhance connection with an audience. It’s a great way to keep an audience engaged for a longer period of time than short-format videos, perfect for things like live product demos for B2B clients or answering your customers’ questions in real time.
Podcasting
Podcasting is expected to expand as an essential marketing tool for businesses of all sizes in 2023. Appearing as a guest, sponsoring existing podcasts or hosting your own podcast can help marketers reach engaged audiences and create original content.
The number of podcast listeners has been rapidly growing over recent years. In 2006, only 22% of Americans were aware of podcasting, but by 2021 that increased to 78%. In 2022, 38% of the U.S. population reported having listened to a podcast in the past month, and currently 62% say they have listened to a podcast. It’s anticipated that podcasting will reach over 100 million listeners over the next two years!
The ease of access to podcasts through platforms like Apple Podcasts, Google Podcasts, Spotify, YouTube and more means they reach large audiences across different markets. Most podcasts have specific niches and loyal listeners, so leveraging podcasts serving particular marketplaces helps to build brand awareness and trust with the right audiences. Marketers can use podcasts to reach consumers, whether through paid ads, sponsorships, guest appearances or creating their own podcast.
Search Engine Optimization (SEO) For Organic Results
Nearly 80% of online users now prefer navigating to organic search results over clicking on paid listings. That’s good news for companies tightening their budgets. Investing some sweat equity in your company’s SEO often provides a reliable channel for organic lead generation and sales.
Though keeping up with SEO has a reputation for being expensive and challenging, there are simple, cost-efficient ways to boost your search engine presence. Many website hosting and e-commerce platforms (such as WordPress or Shopify) already have built-in SEO and keyword optimization tools. There are also a variety of app integrations and online SEO audit platforms to rate your site’s content.
However, the easiest way to keep your website relevant and highly ranked in search engine listings is consistently publishing fresh content. Leveraging thought leaders and subject matter experts to generate regular blogs, articles or other posts on your site is a great way to boost your SEO and foster connection between your customers and the people behind your brand.
Inclusive Marketing + Gen Z
The level of connectivity that global digitization has fostered means that businesses are in front of more diverse audiences than ever. A series of studies by Microsoft Advertising found inclusive advertising drives greater trust, brand loyalty and purchase intent in consumers. Focusing on inclusive marketing that represents the myriad ethnicities, cultures, social identities and values—such as race, gender, age, ability, etc.—that make up consumer bases will be an essential tool for market relevance in 2023.
In addition, now making up nearly 21% of the U.S. population is Gen Z, the next big wave of consumers and a group that is more sensitive to how organizations respond to social trends. Racial justice, climate change and LGBTQ+ rights are important to this generation, and 50% of Gen Z believe companies should promote or take a stand on social issues. Marketing to Gen Z in 2023 will not be only about your products or services, but your company’s values, attitudes and behaviors.
Implement 2023 Marketing Trends With Red Fan Communications
Creating a sustainable marketing strategy that incorporates relevant trends will make the difference between fostering okay and amazing market impact in 2023. Whether you’re looking to get your C-suite execs onto a hot new podcast, need content writers to help develop SME blogs and bylines or want assistance building out an integrated editorial calendar complete with effective social media moments and inclusive messaging, Red Fan Communications can meet your marketing needs.
At Red Fan Communications, we are leaders in innovative communication and dedicated to staying at the forefront of emerging market trends. We help brands dominate their verticals, become market leaders and create communications strategies that unify every element of a business to tell your unique story.
