Staying current with rapidly evolving digital marketing trends is important for business success. The increased usage of social media during remote work has created opportunities for digital marketers, but some small business owners are struggling to adapt.
To stay ahead, consider these top five digital marketing trends in 2023, including growth in e-commerce and online education:
1. Video Marketing
TikTok has skyrocketed the popularity of videos, allowing brands and individuals to reach a massive audience daily. Challenges on the platform create trending opportunities and boost brand awareness through user-generated content.
Instagram’s response was to launch Instagram Reels, with video transitions and creative options, which were well-received by brands, influencers, and users. Other platforms like Pinterest and LinkedIn are also investing in video features, emphasizing the growing trend and its ability to attract an engaged audience.
However, video marketing doesn’t have to be costly, it’s all about storytelling and connecting with your audience. Emphasize on creating compelling content, a strong narrative, and a distinct brand voice through short-form, entertaining videos.
And it’s not just that we’re spending a lot more time watching online videos – nearly double the amount since 2018. It’s that all our increased watching yields results.
According to HubSpot, marketers continue to be bullish on video for its ability to offer strong ROI as it increases awareness, leads, and sales. In fact, today’s consumers don’t just enjoy having videos. They expect it. High-quality video content is now an essential element in the buyer’s journey and critical to building relationships with your brand.
2. Content Marketing
The Content Marketing Institute reported that while 78% of marketers have a general approach to content management, only a small majority have a documented strategy. This oversight is significant in today’s content-focused world.
Marketers in 2023 should use content to establish connections and build communities. As customers put more weight on brand values and ethics, companies that foster relationships will thrive.
As Stay Tooned founder Kate Toon stated, “People are looking for community and want to buy from companies that share their values.”
Another trend for the upcoming year is enhancing and clarifying partnerships between brands and content creators. With too much content available, a well-matched collaboration can ensure the content is appropriate and appealing to the right audience.
Deloitte research showed that content creators are motivated by more than just money and appreciate guidance and support from their brand partners.
3. Niche Marketing
Niche marketing involves specializing in a specific product or service to foster a closer connection with your target audience. By honing in on a niche market, you can better understand your audience’s needs and position yourself as an expert in the field. This will attract dedicated brand advocates.
Niche marketing has the potential to grow over time and enter larger markets as a small startup once you have established a strong community. With a smaller target audience, you can prioritize quality over quantity and focus on building relationships with them. This makes it easier to identify and reach your audience through organic or paid advertising methods due to reduced competition.
Being perceived as an expert in your industry also allows you to charge premium prices, and enhances your presence on social media as an authority figure. Examples of niche products or services include eco-friendly utensils, organic pet products, or Instagram Reels programs.”
4. Marketing Automation
Studies by leading marketing organizations, including HubSpot, eMarketeer, and SalesForce, show that businesses that use automation to engage with prospects see a substantial boost in qualified leads.
Automation, such as sending an email series, allows you to continuously communicate with leads by providing valuable information and promoting your products and services.
Additionally, messenger bots, which are becoming increasingly popular, can reduce operational and support costs while increasing conversions. Implementing messenger bots allows for personalization and trigger-based follow-up sequences, offering a significant advantage for business owners.
5. MarTech Trends 2023
Marketing technology (MarTech) is software that streamlines customer journeys and executes omnichannel campaigns by creating, managing, measuring, and executing content and experiences both online and offline.
MarTech spending in the U.S. is expected to exceed $20 billion in 2022, a 15% YoY increase according to eMarketer, as companies invest in technology to gather, store, and utilize data for informed decision-making.
Conclusion
Digital Marketing in Australia in 2023 promises to be both thrilling and demanding. Australian Brands must be strategic in their messaging to resonate with customers and align with like-minded content creators and influencers in response to changing external factors. This highlights the ongoing advancement of marketing technology and tactics.
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