Marketing trends for 2023

There’s no doubt that 2023 will be a year of sharpening our focus. As we continue to contend with the economic aftershocks of the pandemic, a cost of living crisis and the impact of the war in Ukraine – it’s safe to say businesses cannot afford to press pause and wait to see how things will unfold. To continue to grow business leaders need to put strategies in place now – and marketing has a major role to play.

It’s important that brands are fully aware of the shifts in the way their industry approaches advertising. Here are some of the biggest trends impacting digital marketing that can help grow your success.

AR/VR

The rise in use of Augmented Reality and Virtual Reality technology means consumer demand for immersive experiences will become even more mainstream in 2023. While there are still barriers that make it difficult for marketers to leverage this content in emails, that too is changing as AR and VR become more accessible on different devices and operating systems.

Some brands have already trialled AR campaigns. Miss Dior encouraged shoppers to use Google Lens in-store to create an AR garden of blossoming flowers. Burberry also celebrated their Olympia collection with a pop-up at Harrods where people could use their smartphone to bring a statue of Greek goddess Elpis to life.

At Cordis, we have frequently ventured into the realm of augmented reality. With traditional events temporarily on hold due to the ongoing pandemic, we employed the technology to create a COVID-safe activity to encourage footfall into stores while avoiding a high concentration of shoppers in any one location.

Video and short-form content

If your website includes a video, it’s 50 times more likely to drive organic search results compared to text. The reason being; people find moving image content more compelling – describing your product within the confines of short video makes your brand far more digestible and memorable to the consumer.

In 2023, businesses should focus on incorporating short-form videos into their marketing strategy. This format is a tried and tested way for brands of all sizes to reach wider audiences and build meaningful connections. While long-form videos can offer depth and large amounts of information about a product, brand, or services to audiences, both B2C and B2B marketers have learned that getting to the point with short-form videos can actually be much more effective.

A recent study has revealed that 70% of consumers say that they have shared a brand’s video and 52% state that watching product videos makes them more confident in purchase decisions. With so many platforms to share moving image content; from TikTok, Youtube to Vimeo, or even live broadcasts to Facebook, Instagram or Linkedin – video marketing should be centric to every businesses 2023 marketing strategy.

Podcasting

There are two ways to approach podcasts from a digital marketing perspective. The first is to treat them like influencers, advertising through the podcaster to their audience. However, you can also create a podcast of your own, especially since people enjoy podcasts from both individuals and companies. In 2023, podcasting will continue to grow as a marketing tool for brands of all sizes. It’s an excellent way to build thought leadership, develop niche expertise, and create more intimate customer connections.

Influencer marketing

What was once only used by a handful of marketers is now being used by almost every digital business – an influencers’ influence can generate a great ROI, whether through Tiktok, Instagram, YouTube, or companies collaborating with these users. Consumers are more likely to purchase from a voice they can relate to, as opposed to a faceless sales executive using tired old tricks. Their relationship with their followers makes for a great marketing tool, and it is an avenue that is only expected to grow in 2023.

Of course, businesses should be careful when understanding exactly what type of influencers they need for their brand. Marketers can fall short with this type of marketing because they’ve chosen the wrong individuals with no relevant audience or reach.

2023

More so than in any other industry, remaining up to date with current trends is integral to the job of any digital marketer. Cordis have a constant finger on the pulse of the advertising industry – fusing decades of experience, with tomorrow’s technology; we retain a relevance that gives us a winning edge over competitors!

If you’re interested in reinvigorating your company for 2023; get in touch with Cordis today!