As the year comes to an end, so many of us are looking for new marketing tactics and trends for the New year. In fact, looking into Google search volumes, we have seen a 145% increase in searches for ‘marketing trends’ since the start of October 2022¹!
With new marketing techniques discovered practically every day, it can be confusing to work out where you should focus your marketing budget.
But, don’t worry! We have put together a list of the biggest trends we expect to see in 2023 so that you can get ahead of the competition!
Influencer marketing
Influencer marketing can be a highly effective strategy tapping into the pre-established trust between creators and their audience to bring a high conversion rate.
With online interest in ‘influencer marketing’ up by 270% compared to 2021² it is no surprise that the estimated money spent on influencer marketing campaigns will grow to £14.2 billion, as brands will pay for exposure on well-known creators’ social media platforms to reach large audiences who will hopefully be influenced by their opinion.
While many of us think of Instagram as the main platform for influencer marketing, Tiktok has rapidly grown as a social media platform, with around 1 billion users recorded in 2022 (closely behind Instagram, which has around 1.3 billion active users). Many businesses are now investing in Tiktok creators, too, with the hope that the algorithm will create viral videos.
AI-powered predictive insights
As Artificial Intelligence (AI) becomes more mainstream in our online world, machine learning can now help us to predict future trends in consumer behaviour.
For example, Google Analytics 4 (which will fully replace Universal Analytics in 2023) can show predictive metrics like purchase probability and predictive revenue to help e-commerce businesses to make better-informed sales and marketing decisions.
Some more popular AI-powered digital marketing techniques for 2023 include showing personalised product recommendations in-app and on-site and using automated chatbots, which are programmed to increase conversion rate. We have already seen the new AI profile pictures trending this side of the New Year!
Voice search tactics in SEO
Voice search was first introduced by Google in 2011 but has since grown into a billion-pound industry, and it is predicted that 8 billion people will be using digital assistants by 2023 (a big jump compared to the 6.4 million predicted for 2021).
Voice search incorporates searches on various devices, such as smartphones, smart speakers and car speakers.
Our phones are constantly in our hands, so it is convenient to use smartphone voice searches when you are on the go. Smartphone searchers are often looking for a quick solution, for example, looking for local restaurants near them. Voice searches on car speakers are often used to find directions on the go. In both of these cases, businesses should ensure that their business is listed in local directories and Google maps for visibility in geographical searches.
In comparison, smart speakers in the home are often used for a more in-depth exploration of a topic from the comfort of your sofa. People often look into a possible holiday location or activities for the weekend – so businesses should be researching the most common long-tail keywords that people say to their smart home device which are relevant to their industry.
Using video content
Recent research has predicted that there will be over 48 billion digital video viewers in the world by the end of 2023, so there is a huge untapped potential for brands that don’t currently use video content as part of their digital marketing strategy!
With many companies now turning to Tiktok to showcase the personality behind their brand, video content allows businesses to engage with their audience in a way that a static image cannot. Many businesses used the adorable ‘It’s Corn!’ tune to showcase their products and services in a lighthearted way, including Ryanair, which gained over four million views!
Whether you show a product unboxing, interview an employee, participate in a viral trend or simply talk through your services, video content is a valuable tool to use in your 2023 marketing strategy to bring a more personal touch to your content by engaging with your customer’s favourite viral trends.
A recent report predicts that we will also see multi-sensory experiences on social media in 2023, as well as a vast array of different audio and video content.
A great past example of this is Coca-Cola’s 2021 charity sale of four multi-sensory branded NFTs, including a 3D ‘wearable’ jacket on Decentraland, the virtual reality game. This marketing campaign not only raised awareness for the giant brand but raised almost £500,000 for Special Olympics International.
Taking advantage of UGC
We see user-generated content (USG) all over social media, from hashtags and viral trends to end-user images of your products. USG is anything that a social media user, not a business, has organically created, and you can find a wealth of useful content across all social media platforms.
With a massive (900%!) increase in searches for ‘UGC content’, as well as ‘UGC creator’ since last year³, we would recommend regularly monitoring your social media for brand mentions and creating relevant hashtags for consumers to engage with. This is a great way to build relationships with new and existing customers as well as keeping updated with what your audience is saying and thinking about your brand.
You can also tap into popular memes to make your brand and products appear more relevant to your target audience. A great recent example of this is Ryan Air on Twitter following Liz Truss leaving parliament, which has gone viral and gained 153.9K likes already.
How Wild PR can help
At Wild PR, we aim to help make your wildest dreams come true; from strategy creation and social media management to national and industry-focused PR campaigns, we have you covered for 2023.
Get in touch today to discuss your goals! Don’t forget to check out our blog, or follow us on Twitter, Instagram, LinkedIn and Facebook!
Sources:
- Google trends data for ‘marketing trends’ from 1st October to 19th October 2022.
- Google trends data for ‘influencer marketing’ from October 2021 to October 2022.
- Google trends data for ‘UGC creator’ and ‘UGC content’ from October 2021 to October 2022.