By Zintle Nkohla
The marketing space has changed immensely throughout the years due to emerging trends and new technology penetrating the industry.
With short-form videos taking the world by storm, traditional marketing is slowly fading, and many companies are forced to follow suit by joining digital marketing. A report released by HubSpot for 2022 showed that social media sits at number one of the most popular marketing channels. The report also found that TikTok short videos and Instagram reels are the most effective forms of social media content.
On the other hand, most marketers rely mainly on Instagram, YouTube, and Facebook, and videos became the top content marketing media format for the third year in 2022. This proves that the current generation of users prefers short-form video content, where you can gain tons of information in just a matter of seconds.
Here is a list of three marketing trends businesses should leverage in 2023.
1. Influencer Marketing
Gone are the days when being an influencer was seen as something other than a real job. TikTokers and YouTubers are now dominating the marketing industry, creating high-quality content and making a lot of money.
According to HubSpot, 68% of marketers work with influencers, and 88% have dedicated a budget of more than R800 000, some more than R8,5 million for influencer marketing. Because of the staggering spike in this marketing trend, marketers are also finding ways to make their content more engaging so that they can connect well with their audiences.
Hiring an influencer can help your brand in so many ways. Influencers help you improve your brand by increasing engagement, helping you reach new audiences, and increasing your social media following. Working with influences will help you gain loyalty from your customers.
2. Email Marketing
Although email marketing has been around the block for quite some time, it is still very much relevant as far as connecting with customers to make more sales, acquire more revenue, or simply grow your business goes. You get to communicate with your customers on a personal level. Customers appreciate this form of marketing even more because you are reaching them directly.
One of the most effective ways to connect with your customers via email is to send them weekly or monthly newsletters — it’s sort of like checking on them. The author of “The Subtle Art of Not Giving a F*ck”, Mark Manson, does this the best. I cannot begin to explain the excitement I get when I receive his weekly newsletter every Monday. It’s like having a friend who somehow miraculously knows what you are going through at the moment. The trick is to be consistent, and Mark does this so well.
3. Experiential Marketing
Experiential marketing has existed for some time but has become even more popular with emerging technology trends like augmented reality and the metaverse. This marketing strategy includes connecting with your customers by letting them experience your product.
This strategy makes customers feel respected because you give them a choice — opening space for their personal opinions and, in return, gaining their loyalty. It creates a bond between you and your customers.
You can execute this strategy by opening pop-up stores, having product demos, and product sampling. You can even have tours and conferences and host classes and workshops. This makes customers feel included in your brand.
Connecting with your customers can take a lot of time, but staying up-to-date with trends in the industry will take you places. Another thing, don’t be afraid to invest in promoting your brand because you will definitely get to rip the rewards.