Along with the rapid and continuous change in consumer behavior, brands also adapt and flexibly capture the latest trends. In order to help brands have an overview of the market as well as support the process of developing marketing strategies, Hubspot recently released the “2023 Marketing Strategy & Trends Report” report surveying more than 1,200 B2B marketers and B2C globally about their goals, challenges and strategies for 2023. Here are 6 outstanding trends that brands can refer to and apply to their marketing strategy building process.
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Short video is the format that gives the highest rate of return 2023
Not only is it a popular trend used by many marketers, short-form video is also the format predicted to deliver the highest performance and ROI for brands in 2023. Own content. Short and engaging, short-form videos help brands save time and effort in production while ensuring effectiveness and the ability to effectively spread content across all social media platforms.
Specifically, up to 90% of marketers say they will maintain and even increase their investment in this format in 2023, and 21% say they will start experimenting with short-form video in their marketing strategy. brand.
Influencer Marketing continues to grow
According to a Hubspot consumer trends survey, 33% of Gen Zs have made at least one product purchase based on an influencer recommendation. This group of customers also said that buying recommendations from influencers are more important and influential than recommendations from their friends and family.
As can be seen, Influencer Marketing is still an effective form of marketing with a high rate of return that brands should not ignore, with more than 89% of marketers planning to invest more in this form. By combining Influencer Marketing and short-form video, brands can maximize the potential of two of the most prominent trends in 2023 and increase marketing effectiveness.
The evolution of the DM . form
Using DM (direct message) for customer care activities on social networks is a fairly new tactic. However, this is also one of the forms of marketing with the strongest potential for growth in 2023 because of its ability to effectively connect and build relationships between brands and customers, providing a complete buying experience. represent consumers.
Hubspot ‘s Consumer Trends report also shows that nearly 20% of Gen Z and 25% of Millennials have contacted a brand directly on social media platforms. Besides, as social media apps like Instagram, Twitter and Facebook start to join the e-commerce “playground”, connecting directly with customers through DM becomes even more important. ever, helping brands improve their competitiveness and increase sales.
With 87% of marketers using DM in their marketing strategy saying they will continue to maintain and increase their investment and 15% of marketers planning to use DM to communicate with customers, this is expected to be a trend. trends that are likely to bring in the third highest ROI for brands in 2023.
Leveraging and optimizing SEO on brand websites
While not a new trend, leveraging blogs with an effective SEO strategy continues to be a powerful tool for brands to engage their target audience and generate lead conversion rates. . With 88% of marketers planning to ramp up or maintain an investment in 2023, leveraging SEO in their marketing strategy ranks 4th in effectiveness and ROI.
The development of artificial intelligence AI has opened up many opportunities, helping users create content quickly and with quality. However, mass-producing AI-based content to fool search engines will harm a brand’s ability to rank SEO on its website. In February 2023, Google published its Guide to AI-Generated Content in Google Search. Accordingly, promoting SEO on the website with AI content should be considered carefully and responsibly to ensure that the content is compatible with the search algorithms and meets the needs of the target audience. that brands want to target.
Build content that personifies the brand
Data from Hubspot shows that creating content that reflects brand values is the third most popular trend in today’s marketing strategies of businesses. In the midst of a competitive market, the personification of the brand contributes to the attraction and attractiveness of the media content. From there, the brand becomes more prominent in the eyes of potential customers as well as communicates and builds relationships more effectively with consumers.
Specifically, in 2023, 16% of marketers plan to leverage content that reflects brand values for the first time, and 89% of those who have invested in this type of content plan to increase or maintain it. Invest in content that personifies the brand.
Applying data analytics to marketing strategies
One of the most notable findings from Hubspot’s report shows that applying data analytics to marketing strategies will bring great advantages to marketers in 2023. In addition to basic demographic information. , data on consumer preferences and behavior across every touchpoint in the buying journey are also factors that brands need to pay special attention to to reach their target audience effectively. At the same time, these data also provide an accurate and reliable basis, supporting content creation, evaluating marketing strategies and increasing brand ROI.
While the data can greatly benefit, the report also points out that the biggest challenge for marketers to reach their target audience comes from data privacy regulations. Along with that, consumers’ distrust in sharing personal data can also cause marketers to miss important information and create inadequate data sources, affecting the marketing process. marketing strategy.
Hopefully the information that Smartcom Agency provides above can help you gain more useful marketing knowledge. Don’t forget to visit Smartcom’s website for weekly updates
Cre: The Hubspot
