Marketing Trends 2023
The definition of what we consider “marketing” is constantly changing and becoming broader. Marketing trends will expand greatly in 2023.
Marketing is considered by many to still be all about branding and advertising; it is way more than this but businesses and marketers must now consider their strategy to bring all of the elements in their marketing mix together, to work together to focus on building great customer experiences and engaging them for long-term relationships.
Take a look at the 6 biggest marketing trends of 2023, and see how you can utilise them in your marketing strategy next year.
1. Customer Experience (CX)
From using your local electrician to ordering from a huge online retailer we all want a next day delivery of services and/or products and we want it with all the bells and whistles too. Is your customer experience robust enough for 2023’s level of expectation?
Customers expect a seamless experience from the first spark of interest to customer service after the sale. From personalised messaging that helps them solve problems to make a buying decision to a customer-focused culture throughout their customer journey, an experience that delivers quality across all channels is more likely to lead to transactions.
Top 4 Criteria for great CX?
What do people value most in their customer experience, and what will they expect in 2023?
- Knowledgeable and friendly service
- Easy payment options
More traditional pointers are important too:
- Up-to-date technology
- An easy mobile experience
- Brand image and design
Activity: How can you make your product or service deliver better on the above?
If efficient and friendly service is the cornerstone of great customer experience, how do you ensure you’re providing this? The answer, of course, is in your employees and you!
2. Interactive Story-Driven Content
People engage with what they see, not always what they read. You might have noticed that your audience is getting lazier and lazier on social media?
It takes much more to get people engaged in anything now.
It isn’t new information, but research has shown that people prefer visual content to plain text. Just look at the growth of image-focused platforms Pinterest and Instagram to see the proof of this.
How can you bring this into your marketing in 2023?
Introduce more visuals into your mix. These are easier to remember than written content. Adding data visualizations, infographics, images, and videos to your text not only makes it more interesting and attractive but it can help your message to be absorbed better too.
Think about your customer journey, how can you make it more interesting and interactive? If the goal is to drive people to your website, your marketing strategy shouldn’t end there, you want to keep them on your site long enough to build credibility and for them to take action. Engaging them to take action and ultimately choose to purchase from you. This could be through a video, or pop up to ask them what they are looking for or simply ensuring that the link they clicked leads to what it should do and has the answers they are looking for.
We hear of many businesses running Google Ads, sending people to a homepage which doesn’t engage the visitor or answer any questions/deliver the experience they were looking for and so they bounce off the site. This is both a waste of your ad budget but also a wasted opportunity!
3. Personalization: Your Key to Their Heart
When a customer has two relatively equal products in front of them, and they need to decide which one they’ll buy, my money’s on the brand that won their heart. Businesses will rely heavily on encouraging an emotional response from their customers, using marketing in 2023.
One of the ways to engage your customers’ hearts and heads is to personalise your marketing to meet their needs.
Ways to personalise your marketing?
- Include their name in email campaigns
- Relevant messages at the right time
- Send emails to remind them of the products left in their basket
4. Google Search Featured Snippets
Search engines are still very popular and widely used. The only thing that has changed is the way that people use them. Most users of Google and other search engines are looking for the fastest route towards an answer or general information. This means that SEO is still an important part of your content marketing and marketing strategy in general.
SERPs (Search Engine Results Pages) have changed in order to meet the demand of users. It’s now possible to get key information from a website without even visiting it, by the use of Google Search’s “Featured Snippets”. You’ve probably come across these snippets without even realising. They’re placed at the top of search results and feature an excerpt of text relevant to the information you may have searched for.
Benefits to Featured Snippets
- Increase in organic web traffic
- Bigger section on SERPs dedicated to only your website
- Increases your website/company’s voice authority
How do I get on a featured snippet?
- Find keywords or questions that already have a featured snippet
- Create a piece of content for that keyword (Answering relevant questions)
- Within your content, have a 40 – 60 word paragraph answering the question of the snippet you want to feature in
- Finally, make sure to have the question present above this paragraph
Optimising your website or content for featured snippets is relatively new. So if it’s been a while since your webpages’ SEO has been fine tuned, it may be time to update.
5. Agile Marketing
The key to agile marketing is continuous feedback.
Adaptability is incredibly important when chasing the correct marketing trends, and it allows you to change your direction in order to adopt a more gainful marketing strategy.
Agile marketing involves marketers responding to change through real-time collaboration. This enables marketing campaigns to change course and adapt to what techniques are working best at the time.
Agile Marketing Benefits:
- Flexibly adapt to change in your marketing climate
- Higher focus on the value that customers receive and more positive business outcomes
- Experimentation in your marketing allows you to make more data-driven decisions
- With data-driven marketing you can more accurately predict outcomes
6. Chatbots & Content Recommendations
Chatbots are programs featured on websites that can accurately communicate with visitors as they view your content. They not only help with customer service, but they can also be used to suggest content to the user, depending on the type of conversion they engage in.
Chatbots are actually one of the highest rated forms of customer service, with over 70% approval ratings. So it’s no surprise that this feature could be a popular trend throughout 2023.
The use of chatbots can also help customers navigate through your site and find content that is useful to them. For example; if you have an ecommerce website that sells clothing or shoes, your visitors may have questions about the size of certain items. If they direct this question to a chatbot, it will be able to easily recommend the “Size Guide” page.
Finding convenient and user-friendly solutions is a great method for keeping the customers you have and bringing in new ones.
Are you prioritizing your marketing in 2023? Book a free consultation with our team to discuss which marketing strategies and trends could benefit your business.