In our rapidly changing marketing environment, the proficiency of a marketer is measured by how well they adapt to changes. A significant 80% of marketers acknowledged more changes in their industry in the past three years compared to the last five decades.
Survey Results: Agile, Data-Driven Marketers Will Triumph in 2023
Our comprehensive survey involving more than 1200 global B2B and B2C marketers highlighted two key tactics to maintain pace in the coming year:
- Utilizing data to gain a better understanding of the audience
- Making plans with flexibility, open to future pivots
Interestingly, 20% of marketers have already pivoted their strategies in anticipation of a potential recession. Keeping a well-thought-out recovery plan ready is critical. Determining how to adapt your messaging to resonate with the fluctuating consumer experiences, how to allocate your marketing budget should unexpected circumstances occur, and, most importantly, whether you have sufficient data to guide your decisions, are all fundamental considerations.
Key Marketing Changes and Trends for 2023
1. Short-form Video Will Dominate 2023
Short-form video is currently very popular among marketers, owing to its high effectiveness and ROI. Its dominance is expected to continue in 2023, with 90% of marketers planning to increase or maintain their investment in this trend.
2. The Rise of Influencer Marketing
Currently used by over one in four marketers, influencer marketing provides the second highest ROI and is expected to grow significantly in 2023, with 17% of marketers planning to invest in it for the first time.
3. The Increase in Branded Social Media DM Tactics
While utilizing social media Direct Messages (DMs) for customer service is a new tactic, it is already being used by 29% of marketers and offers the third highest ROI. In 2023, its use is expected to grow, with 87% of marketers planning to increase or maintain their investment.
4. The Ongoing Importance of Website SEO
SEO is a useful tool for marketers, offering the fourth highest ROI. Its relevance will continue to grow in 2023, with 88% of marketers planning to increase or maintain their investment.
5. Humanizing Brands through Content Marketing
Nearly 30% of marketers are creating content that reflects their brand’s values, providing the fifth highest ROI. This trend is expected to grow in the coming year.
6. Embracing Data in 2023
Data-driven marketing has numerous advantages: it assists in reaching the target audience more effectively, developing effective marketing content, discerning which marketing strategies are the most effective, augmenting the ROI of marketing efforts, and demonstrating the value of marketing activities.
Social Media Marketing Insights for 2023
Social media continues to be the primary marketing channel for publishers, with the highest ROI. Instagram, YouTube, Twitter, TikTok, and LinkedIn are among the top social media platforms with the most engagement.
1. Facebook: Leading in ROI
Facebook provides marketers with the highest ROI among all social media platforms. In 2023, marketers are projected to invest more in Facebook than any other platform.
2. YouTube: Tremendous Growth Anticipated in 2023
Growth for YouTube is forecasted to outpace all other platforms in 2023, with 91% of marketers planning to increase or maintain their investment.
3. Instagram: High First-Time Use in 2023
Instagram is expected to be heavily adopted by new users in 2023.
4. TikTok: Capturing More Brand Interest
With 56% of marketers planning to increase their investment in TikTok in 2023, it is projected to attract growing brand interest next year.
B2B vs. B2C Social Media Marketing
LinkedIn is more frequently used by B2B marketers. However, just 14% of B2B marketers using LinkedIn found it provided the highest ROI of any platform, lower than Facebook, Instagram, and TikTok.
2023 Marketing Goals and Budgeting
Increasing revenue and sales, improving customer experience, enhancing brand awareness and audience reach, increasing engagement, and strengthening brand loyalty are the primary marketing objectives for marketers in 2023. Budgets are projected to increase, with 47% of marketers expecting a rise in their marketing budget.
Wrapping Up 2023 Marketing Trends
In conclusion, key trends pinpointed for 2023 include short-form videos, influencer marketing, social media shopping, and maintaining a flexible, agile strategy that is open to pivots.
As marketers navigate through the challenges and opportunities of 2023, such insights will be critical in optimizing marketing strategies and maximizing ROI.
Tags: #MarketingStrategies, #SocialMediaMarketing, #Trends2023, #DataDrivenMarketing, #AgileMarketing
[Reference Link](!https://blog.hubspot.com/marketing/hubspot-blog-marketing-industry-trends-report)