BY MEL DUNN
‘Tis the season to bake sweets, visit family, pencil in resolutions, and … review your marketing performance. While not as soothing as roasting chestnuts on an open fire (do people actually do that?!), it’s beneficial for businesses to reflect on the past year and decide how to adjust their plans to meet their upcoming marketing goals.
Each year, marketers report adopting new tactics and techniques to achieve their goals. Keeping up with the latest trends is one way to stay ahead of your competitors—80% of marketers agree that the art of marketing has changed more in the past three years than in the previous 50 years. Let that sink in. If you’re still doing the same things you did a few years ago, it’s time to revisit your overall program and see what’s missing.
But how do you stay current with the latest and greatest? You could read lots of reports, follow influencers on social, review all of your competitors, and other leading organizations in adjacent industries. Oh, and do all of that while keeping your current marketing machine humming. Or you could just read this blog—your choice.
We’ve reviewed what’s happening out there and want to highlight four trends we recommend exploring in 2023.
Short-Form Video
Platforms like TikTok and YouTube Shorts, known for 10 to 60 second videos, have yet to gain broad popularity among B2B audiences. But don’t be fooled—these prominent social media apps are influencing how your audience consumes information, and how long they’ll pay attention. No, we’re not saying all businesses should be on TikTok. But, we are saying that that TikTok has changed everyone’s attention span. Now, shorter is better. Creating nuggets of content, like short-form video, is a popular trend that will remain a top investment priority for many businesses in 2023. With relatively quick production times, lower production-quality expectations, and the ability to share a single asset across multiple platforms, short-form video is a must-have in your marketing strategy.
Artificial Intelligence
In recent years, artificial intelligence (AI) has been on the rise as a tool to help marketers communicate with customers and personalize recommendations. More specifically, intelligent automation tools enable marketers to place necessary, but mundane, tasks on autopilot.
AI-powered software can identify SEO keywords and analyze data patterns, arming marketing with key information to make data-driven decisions. While embracing smart technology like AI may become integral to marketing, it’s as critical to fully understand the power and pitfalls of machine learning.
Humanize Your Brand
Technology is only as effective as the people powering it. Advancements will continue to influence marketing trends, but if overutilized, technology can robotize your brand voice. People want to hear from and talk to people, not robots. So, make sure to inject your brand with a human touch—try using personalized messages, a consistent theme in your social posts, and even a splash of humor. Be the brand that combines the power of technology with individual spirit. Your customers, and employees, will thank you.
Influencer Marketing
In the direct-to-consumer, e-commerce landscape, influencer marketing has boosted brands’ revenue for years, and now B2B businesses are reaping the same rewards. Of the B2B brands already on the influencer bandwagon, 86% have successfully leveraged influencer marketing, and the investment is expected to grow in 2023. Influencer marketing creates opportunities for generating original thought leadership content from individuals who elevate and inspire your brand. A B2B influencer should be a credible, authentic source willing to speak genuinely and passionately. There are plenty of these voices right under your nose—look to industry or subject matter experts, satisfied customers, strategic partners, and even employees. If influencer marketing feels like uncharted water, you’re not alone—less than 50% of B2B marketers had an influencer strategy in 2022—but this is a trend we recommend getting ahead of.
Trying Out a Trend or Two
Like fashion, not every trend will endure the ever-changing market, and none of them are one-size-fits-all. And sometimes fads go out of favor and then come back in popularity—just ask bell bottom jeans. Each business is unique—factors like industry, product, sales process, and business model influence which of these new trends may be right for an organization. Remember, marketing rarely works when only one technique, tactic, or channel is deployed, so as you add these new channels, think of them as additive to your existing efforts, not replacements.
Need help navigating and implementing a trend in 2023? Let’s chat.