In 2023, companies will need to account for a worldwide cost of a living issue as well as a more demanding consumer base.  That's why in the new year, brands need to be open and honest about their message and research. It also implies that marketers need to be aware of future trends in order to prepare for and capitalise on them.

To get you off to a great start in 2023, we've compiled insights from industry leaders in our podcast. If you're interested in learning more about the trends that will be important in 2023, you should check out the webinar we had on the topic.

To learn what's going to be big in 2023, keep reading.

• TikTok and business, the emergence of creators, and SuperApps are discussed in the context of social media and influencer marketing.
  
• Many articles and blog posts discuss the importance of video content, social selling strategies, and curated content in business-to-business marketing.
  
• More collaborations between content creators and brands, as well as the ongoing importance of producing high-quality material, are imminent in the field of content marketing.
  
• You should expect to hear a lot more about marketing automation in 2023, both in terms of new technologies and the highly anticipated GPT-4.
  
• Martech is expected to expand as well, with CRO becoming even more dominant. More than that, the metaverse is here to stay.
  

FIRST, MODERN TRENDS IN SOCIAL MEDIA AND INFLUENCER MARKETING

By 2023, social media will have seen some exciting changes. In reality, this is a sector of marketing that will undergo a radical transformation in the near future, and businesses will need to adapt in order to maintain a relevant presence and make good use of the new channels.

The popularity and prominence of TikTok only grow.

When it comes to advertising on social media, TikTok is becoming a major player. And in 2023, we shouldn't expect that to change. According to The Business of Apps, TikTok is expected to have 1.8 billion monthly active users by the end of 2022, up from 1.1 billion in 2021.

TikTok is expanding its reach beyond its core user base and the community of content providers. By 2023, the platform will have become more user-friendly for businesses and will have expanded its advertising targeting choices.

Integrating many social media platforms into one decentralised "super app"

The recent events at Twitter have highlighted the fragility of online communities. Users are less interested in working with platforms owned by multibillionaires and more interested in ones where they, the creators, have creative and editorial freedom over their content and data.

A shift and expansion of the "creative economy" is on the horizon.

Marketers need to locate producers with a voice and fan following as brand recognition becomes more of an emphasis on social media (as opposed to pure lead generation) (small or otherwise).

Brands may find it difficult to capture consumers' attention in today's fast-paced society. Creators of material have a role here, and I don't just mean celebrities. Workers, clients, or specialists in a certain field might all fall under this category.

TWO. MODELS IN BUSINESS-TO-BUSINESS MARKETING

Some people may find B2B marketing dull compared to B2C marketing. Nonetheless, that is not necessarily the case. In order to stand out as a business-to-business (B2B) entity, your marketing efforts must be innovative, making use of all available platforms and resources.

We all know as marketers the value of an informative and engaging video campaign. In fact, 86% of companies employ video marketing, and 92% consider it an integral element of their strategy (according to Wyzowl research).

Findings from the same study highlighted the many uses of video in business, with explainers topping the list, followed by social media videos and presentations. YouTube, LinkedIn, and Instagram are the top three platforms used by businesses today.

Online video may be a powerful tool for business-to-business (B2B) enterprises during the sales and marketing phases. This is especially true on LinkedIn, where videos may help you engage with and persuade your target audience.

Activate the potential of social selling by empowering teams

Reaching out to consumers and fostering relationships is a top priority for many businesses. Especially true for business-to-business organisations with lengthier sales cycles and reliance on digital means to provide pertinent information.

One may use content to engage readers and build relationships, or one can use the material to promote a sales message. Business success in 2023 will be driven, according to social change specialist and author Julie Atherton.

an insatiable need for the expertly selected material

Although businesses place a premium on providing first-rate original content, it's important to remember that sharing curated material can also provide positive results.

With the right material, you can spark dialogues and show that your business cares more about helping people than making a quick buck.

It doesn't really matter if you're the one creating the information or not as long as it's useful and helpful. In my opinion, sharing knowledge and expertise in this way may be a time-saving strategy to demonstrate your expertise and build credibility. "It can be a really effective business-to-business strategy," explains Walsh.

In terms of valuable material, you may post something like:

Business news Independent studies

Statements to the media

Interviews (video and blogging) (video and blogs)

comprehensive options

Podcasts

3 MODERN TENDENCIES IN CONTENT ADVERTISING

Research conducted by the Content Marketing Institute indicated that while the vast majority of marketers take a strategic approach to content management, slightly more than half actually have a written content plan in place. In today's information-driven world, that's a grave error.

Link up with others using your content

As marketers, we understand that content is useful across the whole sales and marketing process. However, the material is capable of much more.

In 2023, the content will be the key to connecting with others and forming meaningful communities. The firms that recognise the importance of connecting with their consumers as they learn more about the value and ethics of brands are the ones that will thrive.

Establish and define creator/brand connections

The internet is a noisy place with a lot of information available. While there is plenty of high-quality material available, most of it is misaligned with the incorrect influencer or is just not intended for the proper audience. For this reason, a collaboration between content producers and brands may be quite beneficial.

There will be a lot of ambitious inventors in 2023. That's why they're on the lookout for brand collaborations (as opposed to simple sponsorships) that complement their material, making for more organic-feeling articles and allowing businesses to provide more than just financial backing.

Find a happy medium between selling and providing value in your material.

According to marque's 'Content Effectiveness' research, more than half of marketers have seen a significant rise in demand for content over the past several years. But it's not enough to simply have more material; it must also be stuff that actual readers (potential and actual consumers) would find useful.

TENDERS IN MARKETING AUTOMATION, Number Four

Automation technologies provide a method for automating regular and repetitive processes at scale, which is especially useful when businesses collect more data and need to perform more actions to create efficient marketing campaigns.

There will be a transition in 2023 from a focus on technical aspects of marketing to one that emphasises the excitement customers feel in advance of a product's release. Marketers may use this information to input into automated processes their best guesses as to what their customers desire.

This shift in perspective will not only lead to more productivity but also allow for greater customization. This is the direction that social media platforms like Facebook and Google Ads appear to be going.

Value of Robotic Process Automation Tools

By 2024, Gartner estimates that companies whose IT departments have a firm grasp of consumer wants and requirements would have a 20 per cent advantage over their competitors in terms of key metrics measuring customer satisfaction.

Automation tools will be essential to this comprehension for the sake of internal operations and to better serve customers. Email, lead management software, and social media as well as customer relationship management (CRM) platforms are all examples of marketing technology.

The introduction of AI and the GPT-4 satellite launch

It's possible that you haven't heard of GPT-4 (Generative Pre-trained Transformer 4), but it's a state-of-the-art solution that may aid marketers in automating a wide variety of jobs.

OpenAI Neural Network is a deep learning model for text production that is taught using publicly available data. Questions and answers, machine translation, categorization, code creation, and conversational AI are all possible applications.

5. MARTECH DEVELOPMENTS TO WATCH IN 2023

The term "marketing technology" (or "Martech") refers to the software used to develop, deploy, manage, and evaluate the efficacy of marketing material, campaigns, and experiences (both online and off). Incorporating this strategy into your omnichannel marketing efforts can greatly improve the customer experience.

The money put into marketing technology will only rise.

eMarketer predicts that by 2022, marketing technology investment in the United States will have surpassed $20 billion, an increase of 15% over the previous year. In order to collect and retain data, utilise it to make decisions, and put those decisions into action, businesses have to invest in new technologies, which explains this outlay.

More than 30% of that amount is spent by B2B enterprises, and projections show that percentage growing slowly but steadily over the next few years, to $8.5 billion in 2024.

The concept of CRO will evolve beyond that of an experimental laboratory.

Every business hopes to increase its online conversion rates. Surely this will lead to an increase in customers, purchases, and money made?

To date, many marketers have tried out various conversion rate optimization (CRO) strategies and tested them. Chris Coomer, however, thinks the days of waiting to see what occurs are numbered since success is about more than just that.

The expansion of the metaverse is sluggish, but brands will continue to participate.

In 2022, the metaverse generated a sensation and will continue to do so in the years to come, but growth has been slower than anticipated due to falling profitability and rising expenses.

Alison Battisby, on the other hand, predicts that by 2023, companies will begin to consider how they will adapt to the emerging era of immersive virtual communication.

Final Thoughts on 2023's Most Pervasive Marketing Trends

Marketing in 2023 will be both fascinating and tough. Due to external factors, companies need to carefully consider their messaging in order to engage consumers and identify with creators and influencers that share the same values as the brand.

These changes demonstrate how advertising is always progressing, both technologically and strategically. If you're interested in what we foresee will happen in digital marketing in 2022, check read our blog post titled "The Next Big Digital Marketing Trends in 2022).

You have until the year 2023 to choose which trends are important to you and which you can use to your benefit. How exciting, have fun organising!