Marketing trends you need to unlearn in 2023
The marketing landscape is constantly evolving and what works today may not work tomorrow. In 2023, many marketing trends are likely to die out such as 100% AI dependency, metaverse marketing, long form video marketing and so on. However, brands leveraging bygone trends will find engaging leads and converting them into customers challenging.
Yet, it's crucial to unlearn outdated trends and align your B2B marketing strategy to meet unique business requirements.
How will you do that?
By knowing which trends to eliminate and staying up to date on the latest marketing trends, brands can reach their target audience and boost ROI. Let’s look at where you may be going wrong.
Marketing trends that might not survive in 2023:
1. Unauthorised influencer marketing
Influencer marketing has been a popular marketing tactic for years, but it's crucial to make sure that your influencers (platforms where you are promoting) are authorised to represent your brand. In case of policy infringement, it can hurt your brand reputation and lead to legal problems.
2. 100% AI dependency
According to a study by Accenture, only 7% of people trust chatbots when making a claim. This signifies relying too heavily on AI can lead to bland, generic marketing campaigns that don't connect with your audience.
AI can bring efficiency, ideas and boost productivity but cannot be a replacement for human creativity and judgment. And most importantly, that personal touch only a human can provide.
3. Metaverse Marketing
The metaverse is a new virtual world that is still in its early stages of development. There is no clarity on how businesses can effectively market their products and services in the metaverse. As a result, metaverse marketing is likely to be a short-lived trend, at least for now.
4. Long-form videos on social platforms
Long-form videos on social platforms do not work well to attract, engage or delight your target audience. A platform like Instagram is designed for short and snackable content. If letting your potential customers consume the right information is your primary goal, then you need to create short, eye-catching and engaging videos.
5. Email bombing without internal coordination
Sending out many unsolicited emails is the practice of email bombing and a hopeful way to get your message seen. At the same time, it can also be very annoying and counterproductive due to a lack of synchronisation and right messaging among your internal teams.
However, to send sales and marketing emails effectively, you need to send targeted emails to people who are actually interested in what you have to say by coordinating amongst yourselves about the common end goal.
If you want your brand recognition at the top in the competitive market, it's vital to unlearn the above trends and bring the new trends into implementation. Let’s take a glance at the top trends in 2023.
Top 5 marketing trends that boost ROI in 2023
1. Short-form video content
According to a 2023 State of Marketing Report by HubSpot, 90% of marketers are using short-form videos.
We’re not amazed to analyse that short-form videos will drastically increase brand recognition and become the most popular marketing trend in 2023.
If you want to reach your target audience on social media, then you need to create short, eye-catching and engaging videos.
2. Personalised email messaging
Personalisation works wonders for emails!
According to research by Oberlo, emails with personalised subject lines generate 50% higher open rates.
Sending personalised emails can increase open rates and click-through rates by 200%. When you send personalised emails, you show your customers that you care about them and that you're not just sending out mass emails.
HubSpot states that personalisation is an incredible approach followed by email marketers to enhance performance.
3. Respecting privacy
In the wake of the Cambridge Analytica scandal, consumers are more concerned about their privacy than ever before.
You need to respect the privacy of your prospects, customers or clients to build trust with your brand. This means collecting information (email, contact details, company name) required for marketing with their permission and ensuring end-to-end security by preventing their data from being accessible to any third parties without their consent.
4. Considering updated Google algorithms more than keywords
Google's algorithms are constantly changing, so aligning your SEO and content strategy with the latest updates can work wonders to gain ranking on Google SERP page.
According to the Google Algorithm rolling out on March 28, 2023, focusing on content quality, optimising technical aspects (page speed, canonical tags, Https, meta title, canonical tags, description, headings) and keeping tabs on on-site metrics (organic traffic, website visits, page views, channels and more) instead of keyword placement can help you rank your website on the first page of Google.
5. Omnichannel marketing
Omnichannel marketing is a customer-centric approach that aims to provide a consistent and integrated experience across all touchpoints using email, social media, paid advertising, and even in-person events. It can help you create a more seamless and personalised customer experience and maximise business growth.
Conclusion
The marketing landscape is constantly changing. So, it is necessary to eliminate the traditional marketing trends from your strategy to gain successive business growth. The latest marketing trends are likely to increase your customer base, deliver the right information, build strong bonds with customers and boost ROI.
The right inbound marketing solution provider like TransFunnel, can help you with the right strategy aligned with the current marketing trends to resonate with your brand and target your audience in a better way.
Embrace current marketing trends and stay ahead of the game!
