Trends In The Marketing Industry – Discover the trends and winning strategies brands need to focus on in 2023, and what will change beyond 2022 with data from 1,200+ global B2B and B2C marketers.
If the last few years have taught us anything, the true test of marketers’ skills is how well they adapt to change. Nearly 80% of marketers say their industry has changed more in the past three years than in the past 50. This also means that consumer attitudes and preferences change quickly. And, it’s up to brands to follow suit. So, how can you succeed in a world where the unprecedented has become the norm? To help you answer those and other burning questions, we surveyed 1,200+ global B2B and B2C marketers about their goals, challenges and strategies. Before we dive into our survey section, let’s quickly discuss the biggest themes we found in the results. Biggest Takeaways Top Strategies and Trends Top Marketing Channels Social Media Marketing Challenges Marketing Goals and KPIs Our Biggest Takeaways: Agile, Data-Driven Marketers Will Win 2023 Overall, the survey results point to two strategies that will be critical to maintaining momentum in the coming year: 1. Your audience Use deep data to learn the ins and outs. Beyond basic demographic information – it’s important to know their interests and hobbies, how they like to shop, where they consume media, the online communities they encounter, the challenges they face and the social causes they care about. Want more stats? HubSpot’s Annual Status of Marketing Data Report Fill out the form for HubSpot’s latest marketing report.
Trends In The Marketing Industry
From pandemics to political upheaval — and now a deep recession — the past few years have been a roller coaster for brands and consumers. Not only did more than half of marketers pivot in 2021, 83% of those who pivoted changed direction two to four times in one year.
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We also found that 20% of marketers have already pivoted due to a potential recession. It is likely that 2023 will continue to see changes around this.
Finally, you need a plan in case things go wrong. Are you going to increase your marketing budget? Are you going to reduce marketing channels? How will you adapt your messaging to fit the evolving user experience? Most importantly, do you have the data you need to guide your decisions?
While the two strategies above illustrate the broad findings of this report, let’s dive more specifically into the top trends you can expect to see in 2023, starting with the biggest changes marketers are seeing in their industries this year.
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Marketers agree that their industry has changed dramatically in recent years, so let’s take a look at the top changes they’ve seen from 2021 to 2022 — and what could happen in 2023:
It’s worth noting that we’re seeing more emphasis on data-driven decision-making, agile marketing and social media brand building (which often contribute to the agile and pivot strategies needed every day in the marketing industry). Overall, many marketers are accelerating processes and strategies to meet the highly connected digital world we live in today.
Below, we will discuss some of these items in more depth. However, we will continue to release more in-depth data content to help you successfully complete all of these transformational strategies.
What’s Driving Marketing In 2023?
Top trends marketers are taking advantage of are short-form video, mobile-friendly web design, creating content that reflects their brand values, and using social media DMs for customer service. SEO, mobile messaging, influencer marketing and selling products directly on social apps are not far behind.
Not only is short-form video the most popular trend among marketers, with one-third using it, but it’s the most effective and has the highest ROI.
Above all, short-form video will see the most growth of any stream in 2023, with marketers planning to invest more than any other stream.
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90% of marketers using short-form video will increase or maintain their investment in the next year, and 21% of marketers plan to take advantage of short-form video for the first time in 2023, the highest of any trend.
More than 1 in 4 marketers currently leverage influencer marketing and it delivers the second highest ROI of any trend. Fortunately it can be leveraged to tap into both of the highest ROI trends at the same time with short form video!
Influencer marketing will also see significant growth in 2023 with 17% of marketers planning to invest in it for the first time, the second highest of any trend.
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Influencer marketing is also the second trend marketers plan to invest in more than any other in 2023 and 89% of marketers using it will increase or maintain their investment over the next year.
Above all, our consumer trends survey shows that 33% of Gen Z have purchased a product based on an influencer’s recommendation in the past three months. And when they make purchasing decisions, Gen Z says effective recommendations are more important than the records of their friends and family.
Using social media DMs for customer service is relatively new, but is already used by 29% of marketers. It has the third highest ROI of any marketing trend and usage will increase in 2023, with 15% of marketers planning to try it for the first time.
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Additionally, 87% of marketers using social media DMs for customer service will increase or maintain their investment in 2023.
As social media apps like Instagram, Twitter and Facebook continue to develop their e-commerce capabilities, providing customer service through DM will become even more important.
Our consumer trends survey also found that more than 1 in 5 Gen Zers and nearly 25% of Millennials have contacted a brand on social media for customer service in the past three months.
Digital Marketing Trends
Using social media shopping tools is another fast-growing ROI marketing trend that goes hand-in-hand with providing support via DM, with nearly 30% of Gen Z and Millennials purchasing a product on social media in the past three months.
While nothing new, leveraging an effective SEO strategy continues to be a powerful tool, with 29% of marketers using websites to attract and convert leads.
Leveraged SEO ranks #4 in terms of ROI and effectiveness and 88% of those who use it will increase or maintain their investment in 2023.
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While this trend will see marketers invest the most money in 2023, SEO ranks third behind short videos and influencer marketing.
30% of marketers are creating content that reflects their brand values, making it the third most popular trend right now.
It has the 5th largest ROI of any trend and will see growth in 2023. 16% of marketers plan to leverage content that reflects their brand values for the first time in 2023 and 89% of those already investing in it to increase or maintain their investment.
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As we discussed above, we believe data-driven marketers will win in 2023. After all, one of the biggest benefits marketers get from using data to inform their marketing strategies is that data helps them reach target audiences more effectively, creating more impact. Marketing content, understand the most effective marketing strategies, increase the ROI of their marketing efforts, and prove the value of their marketing and activities.
Short videos, selling products directly on social apps and influencer marketing will see the earliest adoption by marketers in 2023.
One in three marketers plan to stop using NFT and 29% plan to stop marketing in metaverse and audio chat rooms in 2023. Voice search optimization and VR/AR are also at the top of the list of trends to take off next year.
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While that may sound bleak, there are many marketers planning to tap into this trend for the first time in 2023:
For details on everything brands need to know about consumers and the metaverse, check out this report from our latest consumer trends survey.
Marketers leverage an average of four different marketing channels in their role. Social media is used by over 42% of marketers, making it the #1 channel marketers are leveraging. It also has the highest ROI of any channel and will grow significantly in 2023. Also, one in four marketers say they use social media shopping tools.
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One in three marketers leverage their own website, as well as SEO, to land in the SERPs. Meanwhile, 32% use email marketing.
S, social media shopping tools and effective marketing are critical to the highest ROI of any marketing channel.
Since social media is far and away the top marketing channel, let’s dive into which social media platforms are the most effective.
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Marketers use an average of four social media platforms in their role. Facebook is the most used social media platform, leveraged by 64% of marketers, followed by Instagram (58%), YouTube (57%), Twitter (43%), TikTok (42%) and LinkedIn (33%).
Now that we’ve looked at what general and B2B marketers use most often, let’s take a closer look at each platform (in order of their general marketer popularity) and see how they stack up.
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