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16 Marketing Trends and Strategies For 2023
16 Marketing Trends and Strategies For 2023
16 Marketing Trends and Strategies For 2023
From black and white newspaper ads to keyword analytics, marketing trends come and go as brands learn
to leverage new tech. In this ever-evolving landscape, brands can’t just rely on their tried-and-true
marketing best practices. Consumer values and preferences have shifted, with effective marketing
tactics following suit.
Historically, one of the best marketing strategies is word-of-mouth advertising. People are more likely to try a
product or service if someone they know and trust recommends it. Influencer marketing, which involves a
collaboration between a brand and an individual with a specific niche and large online following, takes that
concept and modernizes it for today’s new digital era.
93% of marketing professionals use influencer marketing for reasons like:
Driving conversions
Generating leads
While this form of social media marketing isn’t new to 2023, brands are seizing the opportunity to build more
authentic connections with their target audience by appointing long-term “brand ambassadors.” These mutually
beneficial relationships allow the brand to build lasting relationships with their influencer partners, while the
influencers can maintain trust with their audience by promoting the same brand over time.
2. Live streaming and video-based content
Video-based content is becoming a key focus area in social media marketing because it can capture a viewer’s
attention for a longer amount of time compared to static posts. From TikToks to Instagram reels, marketers are
using bite-sized videos to drive engagement and increase brand awareness among millennials and Gen Z.
Live streaming is also proving to be an effective marketing trend. According to one report, consumers spent
around 548 billion hours streaming through mobile devices in 2021. When paired with influencer marketing, live
streaming allows potential customers to engage with influencers familiar with the product, talk about the
product, and make the purchase all while watching the stream.
3. User-generated content
From TikTok trends to #OOTD posts, user-generated content is the new word-of-mouth. This type of content is
original and brand-specific, created by consumers rather than brands. Unboxing videos, makeup reviews,
branded hashtags, and photo tags are all examples of how brands can take advantage of user-generated content.
Because anyone can create user-generated content, adding this tactic to your marketing strategy can take your
brand’s authenticity to the next level. Consumers are 2.4 times more likely to trust user-generated content
compared to content created by brands—proving that now’s the time to prioritize authenticity in your marketing
strategy.
5. Agile marketing
As the name would suggest, Agile marketing is an approach inspired by the Agile methodology. It’s a way of
working that involves rapid iterations rather than one big project.
Agile marketing emphasizes real-time collaboration (over silos and hierarchy) and is designed so that marketers
can respond more easily to change.
More focus on customer value and business outcomes as opposed to activity and output
Better transparency and collaboration through visualized workflows and frequent touchpoints
Marketers must understand specific interactions in the customer’s entire journey and focus on a complete
experience, not a point-in-time campaign.
One way to better understand your user experience is to create a customer journey map. A customer journey
map is a visual representation of how a customer acts, thinks, and feels through the buying process and can be a
valuable tool for creating a cohesive experience.
Your website (and/or app) is arguably your most valuable marketing asset, and a great UX can make all the
difference when convincing top-of-funnel consumers to become customers. When designing your site, keep the
layout simple, include easy-to-use navigation, and don’t overwhelm users with too much information on the
main landing pages. You should also be optimizing your website for mobile, especially since more than half of
users worldwide use their phones to browse the web.
Hands-free controls
Bold colors
Video content
Instead of directing people to lead capture forms and waiting for a response, conversational marketing uses
targeted messaging and AI automation to engage with people when they’re on your website.
This digital marketing trend employs intelligent chatbots with machine learning and natural language processing
(NLP), allowing customers to have a two-way conversation with a brand. Shifting from an asynchronous way of
marketing to real-time conversations presents a major learning curve as conversational marketing grows in 2023.
10. Interactive content
If you’ve used the internet within the past decade, you’ve likely come across interactive content without even
realizing it. Gone are the days of static posts and passive consumption—today’s audience wants content that
demands attention. Marketers are developing dynamic, two-way experiences that encourage active engagement
from their target audience with content such as:
Interactive infographics
Quizzes
Games
Calculators
Contests
Assessments
Interactive maps
Interactive videos
81% of marketers agree this low-cost, high-impact content strategy is much more effective at grabbing potential
buyers’ attention than static content, but the benefits don’t stop there. Interactive content is a great trend to try if
your content marketing goals include:
Enhanced audience engagement
Improved customer learning
More leads and conversions
Increased brand loyalty
Streamlining the customer experience
According to a study by Facebook, 71% of consumers expect brands to promote diversity and inclusion in
their digital marketing strategies. Companies such as ThirdLove, Nike, and Bumble are leading the “inclusive
revolution” with innovative campaigns featuring individuals of varying races, body types, ages, sexual
preferences, and more.
The benefits of DEI marketing are twofold:
1. Your business becomes a positive force toward furthering diversity and inclusion efforts.
2. Resonating with a larger audience will lead more people to trust your brand, value your authenticity, and
hopefully purchase from you.
The last couple of years had a drastic impact on marketing trends and best practices. Today’s consumers value
authenticity, transparency, privacy, and inclusivity now more than ever before. And with advanced technology like
VR and IoT becoming mainstream, marketers have an opportunity to tie these values into their messaging in new,
innovative ways.