2023 Marketing Trends: What’s In and What’s Out?

2023 Marketing Trends: What's In and What's Out?

Are you starting to plan for 2023? Before you get too far, you may want to consider what trends and platforms will no longer be effective in the next 12-18 months. Tuning in to the renowned AdWorld Conference, our team got the download on the latest consumer behavior stats and trends. Get ready to hear What’s In and What’s Out – 2023 Marketing Trends:

What’s In? 

#1 – Short-Form Video 

91% of Marketers think this will be bigger in 12-18 months than it is right now. TikTok, Reels, Shorts – Believe it or not, everyone seems to think short form video platforms will be an even bigger deal than they are now. Imagine that? Looking around, consumers are glued to these platforms. What’s the escalation from here? Well, it comes with interesting implications. 

#2 – Email 

57% of Marketers think email marketing is going to be a bigger deal in 12-18 months. According to CEO of DigitalMarketer, Ryan Deiss, “Nothing can kill it… it’s the cockroach of marketing.” Aside from the fact that email as an effective marketing channel never dies, it’s one of the best ways to generate conversations with your target market. Make sure you’re doubling down on email in a new way in 2023.

#3 – YouTube Ads 

56% of Marketers believe YouTube ads will have a bigger impact in 12-18 months than they are right now. With that being said, a bigger impact also means more advertisers on the platform taking advantage of the media space. Our advice? Be an early adopter and allocate ad spend NOW to test out the platform before the majority are bidding against you driving up costs. 

A few other 2023 marketing trends that came up during the AdWorld Conference were: AI, Paid Communities, Influencers and Sell-by chat/SMS Marketing. 

What’s OUT?

# 1- Meta Advertising 

66% of marketers believe Facebook and Instagram ads are going to become a LESS effective marketing tool. Especially after the complications iOS 14 presents to advertisers. With difficulty reaching specific audiences, we’re anticipating that it will be harder to get results at affordable costs. 

#2 – One touch conversions 

43% of marketers believe that the sales funnel is lengthening. Gone are the days a consumer lands on your page and makes a purchase. Consumers are taking their time to make decisions… At times acquisition windows could be up to 180 days. With this in mind, set up your marketing to focus on retargeting and re-engaging your target market to build trust touch points throughout their consumer journey. 

#3 – Organic Social

34% of marketers think organic social will be less effective than other efforts. This does NOT mean to ditch your social media strategy. I REPEAT… Do not ditch your social media strategy! What this DOES mean is that you should plan to allocate some ad spend to social media to boost posts, and find ways to engage your audience outside of just social media in 2023.

Some other channels and trends that made the OUT list were: Facebook groups, chatbots and influencer marketing. 

With that being said, taking these 2023 marketing trends into consideration for your strategy will help you to prepare for what’s ahead. It’s important to be able to adapt easily without disrupting your lead flow or consumer experience. But, marketing is just one piece of the puzzle! 

As we head into a possible recession, it’s important to prepare your business from a legal, financial, leadership and marketing perspective. Attend the Small Business Event of the year, Adapt + Grow’s Free online webinar to learn a 360° Tactical Business Prep for 2023. 

Megan Gianvito

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