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Marketing Trends to Watch in 2023

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Marketing Trends to Watch in 2023
Written by Omolola Akinyemi

We will all agree that marketing is a combination of strategies aimed at reaching and keeping more and more customers. The entire focus of marketing is on customer engagement and retention, because that is where all the profiting comes from.

It is therefore no surprise that companies and brands worldwide are working harder to please customers in every available way. We can definitely expect some fast evolving marketing trends in 2023 to build on recent advancements in the marketing world.

Going the Extra Mile: Enhanced Digital marketing

An insane volume of internet consumerism coupled with increased digital marketing, hit the entire globe since the COVID 19 era. Consumer trends and habits are more carefully studied. Personalized customer experience is taking the front row.  And in this digital age, information pools continue to expand. A combination of the internet, telecommunications and new technologies now offer diverse and super-fast access to that vast information pool. 

Furthermore, dynamic tools to access that information pool keep multiplying everyday. They have become willing tools in the hands of the marketers – the very enablers of customer-centric marketing. To be more precise, these digital tools are getting more entertaining and attractive. Especially social media. The way social media platforms are quickly becoming a marketing trend is mind-blowing.

Digital marketing will play an ever-increasing role in pushing for successful product branding, and widening the reach of advertisement. That is no longer disputable. Nor does it eliminate the traditional, physical methods of marketing on the streets – digital marketing actually enhances its success. What that suggests is that a successful marketing strategy in the modern day (2023 inclusive) would employ ALL marketing channels. Whether physical or digital, every marketing strategy is needed to deliver all-round success.  

The billboards, flyers, word of mouth, vehicle labels, street campaigns and more, are further boosted by digital marketing. As more people get addicted to social media and internet platforms, those who ignore street advertising would be hooked up through captivating online content.  

In a bit, we shall examine the evolving and emerging marketing trends to watch out for in 2023. In our humble opinion, these marketing strategies should be sought after and fully exploited to remain relevant to customers. 

Evolving Marketing Trends of 2023

Responsive website and mobile design

With the increase In the use of mobile devices to access the internet, be rest assured most consumers will access your website directly from their phones and tablets. Which makes it important to design or optimize your website for easy mobile access. How? Firstly, create mobile-friendly versions of your website for mobile devices. Again, work on enhancing the loading speed, the web page design, the ease of navigation, and quick customer support. All these strategies will ensure your present and potential customers do not get frustrated while attempting to access your website. Otherwise they would drift away and seek help elsewhere. 

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More SEO Application

Search engine optimization is a cheap method of making your online content rank high (and appear more visibly) on search engines when searching for keywords. It has seriously boosted the web exposure of SEO-optimized websites in recent times, thus attracting more patronage. Digital marketers need to create more useful and relevant content for keyword searches to easily locate their brands on search engines like Google Search or Bing. Not just text content but images, videos, forms, web address, web page elements, meta tags, social media content and more.

Employing artificial intelligence, machine learning and voice search

Artificial intelligence has mightily simplified a lot of everyday business and personal tasks. From generating trending topics, to producing meaningful content, personalized customer support, enhancing search engine operations, voice recognition, chatbots, virtual reality, automated email campaigns, etc. The list goes on and on. In fact, more households are now getting hooked onto AI assistants like Siri or Google voice. And AI is offering itself as a potent tool for marketing. For increased reach, embedding voice search tools into apps, websites, and search engines; or using AI to forecast and study consumer trends will be a top scorer for marketing success.

Marketable short form video content (esp TikTok & Youtube)

YouTube and TikTok have long conquered the video content creation and sharing space because videos ARE entertaining, of course. The ability of video content to quickly attract and engage with customers is awesome, especially if the concept is interesting. Not only that, TikTok has further made short-form video content insanely popular. TikTok generated over 4.6 billion US Dollars in revenue in 2021 alone. And now the short-form video trend has migrated to Youtube. The YouTube Partners Program allows creators to monetize both short and long videos once they hit 1000 subscribers. Thus marketers have no option but to invest in this far-reaching strategy to promote brands and secure more loyal followers with creative, meaningful content and personalised adverts. 

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More content creators & influencers collaborating with marketers & brands

Video-sharing social media (with YouTube, TikTok and Instagram at the forefront) have offered themselves as powerful media for content creators to showcase their talents. Whether in creating tutorials, How-To videos, disseminate useful information or to entertain, more creatives are dominating social media and building a large followership. Digital marketers and established companies are quick to turn these huge fanbases to their advantage. 

They may not have direct access to these followers anywhere else. But marketers can enter into long-term paid partnerships with these creators, and also float targeted ads on their video content. That way, they will quickly access their chosen audience amongst the fanbase. Also, many celebrities and skit makers have acquired large followership by virtue of their popularity in the entertainment, sports, or other such famous industry. The same paid partnership packages are offered to them, and both parties benefit immensely from the arrangement. 

Intensified social media marketing 

In recent times, social media apps have proven successful in networking people and creating vibrant online communities across the globe. Thus they have transformed into online marketplaces as well. Individuals, business owners, bigger entities and governments connect with potential and existing clients through social media marketing and campaigns at an increasing dimension that will not stop anytime soon. Which also makes it mandatory for digital marketers to create the kind of engaging content that will make consumers to keep coming back for more.

Live streaming

We cannot underestimate the popularity of live streaming events. Before the COVID 19 era, live streaming of physical sports and e-sports, political and celebrity events, TV shows, social functions, and video game tournaments became very popular. The restrictions of COVID 19 era increased its widespread acceptance. Now the majority of social media platforms and communication software (Facebook, Twitter, Instagram, Gmail, WhatApp, Zoom, Discord, FB Messenger, etc)  have embedded live streaming functionality. Even websites can easily have live streaming plugins. And with the option of recording the event. It offers the opportunity to reach thousands, even millions of people at once in a remarkably quick time using targeted adverts.

Enhanced user data protection and privacy

With tons of user information on the internet, it becomes necessary to be concerned about the safety and usage of personal data. What efforts are you making to safeguard user data as they interact with your brand? Are they protected from security threats such as hackers or scammers? Is there any risk of exposure to an unwanted third party going around to harvest user data for unauthorized or unethical reasons? These are reasonable safety concerns, and the more your brand pays attention to it, the better for everyone. 

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Improved Customer experience

There is no doubt that customer satisfaction is the ultimate goal of every marketing effort. Should any organization miss this critical fact, it is doomed already. Dissatisfied customers will not only drift away, but would convince others to abandon that brand. Customer testimonies can be powerful. Which is why it is critical for marketers and brands to invest in both enhanced customer service, and customer experience. Giving prompt support and attention to customers, getting feedback from them, and improving all-round user experience constitute additional marketing strategies that cannot fail.

Multi-channel marketing

Just as we emphasized earlier, it is necessary to capture and retain your customers through every existing channel. That is, deploy all available online and physical channels to reach your customers, synchronize them, and do it consistently. Outdoor/physical campaigns and adverts, web adverts, email marketing, social media, SMS, content marketing, SEO, search engine marketing, name it. Make use of rich, meaningful and engaging content. And work on personalizing user experience. These strategies altogether help to secure and increase customers’ loyalty to your brand.



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About the author

Omolola Akinyemi

A Computer Science graduate of UNILAG, I hail from Ekiti state of Nigeria. An astute teacher, learner & admin assistant of many years experience. I love technology, innovation, and Nature. A problem solving mentality is important to me. The future is only seconds away, and I believe I can define the future now. You can also.