The year 2022 is drawing to a close. At LANE, we're already thinking about the year ahead. Communications strategy, prospecting, projects... we're ready to face whatever 2022 has in store for us. What about you? Have you already made your marketing resolutions? Do you know the new marketing trends for 2023? The last two years have been marked by the pandemic and by a strong digitalization of companies. This has not failed to change some of their habits. Indeed, while last year's objective was to recover from an unprecedented shock, this year it's all about reacting to succeed in a post-pandemic world.
Questions about digital marketing can seem endless. As technology and consumer behaviors and interests continue to evolve, new questions arise. So, to help all specialists rethink their people, data and experience strategies, we've analyzed some of the new marketing trends to come.
A look back at digital marketing in 2023
In 2022, digital marketing is undergoing a transformation. Companies are now approaching marketing through the prism of social media. This is where personalized and conversational marketing come into their own. As a result, brand awareness is on the rise. In fact, it is third overall priority marketing priority. It now overtakes sales as the main reason why companies organize campaigns.
Marketers also tended to increase their budgets (63 %) in paid advertising, content creation and software. In fact, when it comes to software, marketing is the business sector that makes the most use of automation (76% more than sales and 139% more than finance).
This year, the focus is on brand authenticity and optimizing the customer or prospect experience. To achieve this, it will be necessary to foster relationships rather than prioritize sales or traditional marketing campaigns.
In short, marketing is becoming more humancreative, personalized, social and experimental than ever before.
1 - The resurgence of emailing in marketing strategies
Don't take the audience you build on social media for granted. Indeed, if for any reason you lose your Instgram or LinkedIn account... you also lose your followers and any link with them! To avoid this kind of worst-case scenario and build a real community, create a mailing list.
In this way, you'll capture your prospects' attention more effectively. In fact, the multitude of solicitations they encounter and the play of algorithms don't always favor the distribution of messages to your followers. But you can also build loyalty through newsletters. Simply by offering them a lead magnet in exchange for their e-mail address.
With the end of cookies on the Chrome browser, recently announced by Google, tracking web users will become more difficult. So it's time to collect data on a partnership basis with web users. The fact that they sign up for your newsletters therefore becomes more interesting.
Here's what Hubspot reveals about marketing trends in 2021 in its report. Indeed, 77% of companies are seeing more engagement in e-mail marketing campaigns than in the last 12 months.
2- Focusing on virtual or hybrid events
You've probably already attended a virtual event this year. For 2022, look forward to a year rich in online conferences, webinars, online training, or virtual trade shows thanks to Meeting application, Veertly or B2match. The latter tend to replace real events, and have reached a large audience. This gives you the chance to make yourself known to new people. It's an opportunity not to be overlooked.
Indeed, to differentiate themselves as experts in their chosen field, many companies are looking to invest in hybrid experiences. At the same time, they are increasing personalization, innovation and improving customer identification. In this way, they have the opportunity to exchange ideas with participants and explain the benefits of their offers. This is highly beneficial for building brand image. But it also builds trust. What's more, if you add a narrative dimension to these exchanges by explaining your approach and mastering storytelling, then you'll score points.
Most networks, such as Instagram, Facebook and YouTube, also offer the possibility of organizing live sessions. If you haven't yet tried out this type of event, now's the time to get started!
On the other hand, if you're looking to develop an event application, agencies like LANE Digital Consulting offer you customized applications and whitelabel applications. If you're more interested in virtual or hybrid events, LANE also offers a unique virtual experience.
3- Content is king
So what are the content trends for 2022?
Interactive content Interactive content: this type of content generally contains a call to action that encouragescommitment. Like quizzes, for example. The answers will give you ideas on new topics for your future content.
Ephemeral content Ephemeral content: the stories format is popular, because it reinforces the feeling of "FOMO" (fear of missing out). Literally, the fear of missing out. This growing popularity of stories has highlighted the value of content that disappears or has a short lifespan. These posts convey short, fun messages and are a great opportunity to address your community directly. A much-appreciated form of authentic exchange.
Personalized content Personalized content: segmenting your content to attract audience members according to their preferences, habits and behaviors. In a world sometimes awash with online information and not enough time to sift through it, personalization is a big win for brands looking to win the attention of their consumers. Outgrow, for example, is an excellent tool for creating personalized content.
4- Video marketing
The popularity of video marketing also explains the huge success of TikTokhuge success of TikTok in 2021. We now live in the video age. You need to integrate this trend into your strategies.
What's more, your website is 50 times more likely to generate organic search results if it contains a video. In fact, online users find video content more compelling. So much so, in fact, that Google moves sites and pages containing videos up its rankings.
Whatever the case, you need to invest in video marketing, and pay particular attention to the increase in mobile video consumption by 2022.
Here are 3 things to do for your videos on social media :
If your goal is to reach new subscribers, experiment with TikTok videos.
To re-engage your existing Instagram audience, experiment with Reels.
On the other hand, if you succeed with short videos on one platform, try them on others. And note the results. As always, you'll want to translate videos for every channel. No TikTok watermarks on the reels, please!
5- Invest in influencer marketing
Influencer marketing is more effective than advertising. In fact, your product will be more successful with fans and followers if a well-liked social media personality praises its merits. Influencer marketing has reached the point where 63% of consumers trust an influencer's opinion more on a product or service than on the brand itself. Why is this? Because influencers are considered opinion leaders and can establish their credibility through every post or advertisement on social media. When they work with brands, it's because they sincerely believe in them. This trust is then passed on to consumers.
If you work directly with influencers, you can develop unique exclusives that will resonate with their target audience. Be careful, however, to choose quality influencers who really fit your brand, rather than having a large number of influencers who don't fit your audience at all.
6- Automation: a growing marketing trend
Just like this year, automation will be part of the 2022 marketing trend! According to the report on the latest marketing trends in 2021 by Hubspot78% of companies indicated that they will be using automation in 2021. On the other hand, 26% of those who are currently reluctant intend to adopt automation in the near future.
On the one hand, automation makes repetitive tasks a thing of the past, thanks to tools like ClickUpand on the other, to create personalized customer experiences with CRMs like Hubspot.
This is the case when you implement chatbots on your website to automate responses to basic visitor questions. As a result, responses are immediate, and potential customers will know how to proceed with registering for a form or purchasing a product. In other words an effective way to avoid missing a sale when you're unavailable.
7- The avatar-consumer
Is Facebook's turn towards the metaverse a marketing stunt? Only time will tell. What is certain is that this virtual interdimensional space opens up new perspectives. It could well revolutionize consumption and the very concept of the consumer.
Today, the digital world is all about the Internet and applications on our smartphones. The next step will be a much more immersive universe, similar to the world of video games. In a game, we already embody a character, running, shooting or driving. Tomorrow, we'll be able to plunge into worlds with an avatar that resembles us, and we won't just be playing. We'll be able to interact, dialogue, work, consume and have fun. That's the metaverse! A New Digital World that will be an extension of our real world, into which we'll be able to plunge via computers equipped with digital glasses.
In a few years' time, we could see the emergence and democratization of a new consumer in the form of an avatar straddling several levels of reality.
If that's the case, the brands that think about it today will be tomorrow's big winners!
Let's take a look at Hubspot's predilections for the coming 12 months.
What are Hubspot's marketing priorities for the next 12 months?
According to the report on the evolution of marketing in 2021 and trends for 2022 unveiled by Hubspotthe priorities will be :
Improving the customer experience. Simply being online is no longer enough. To stand out from the crowd and attract new customers, offering a quality customer experience has become essential.
Optimizing content marketing. Yes! marketers are using content marketing more and more (82% in 2021 vs. 70% last year). As mentioned above, the key format for the coming year will continue to be video.
Social listening. This year, social media is the number one channel used by marketers. The main marketing tactic adopted on social media is social listening (64%). Quite simply, to establish a direct relationship with your audience in order to support, engage and convert them into loyal brand advocates.
Leveraging conversational marketing. Chatbots have become standard marketing tools. Particularly in sectors that offer live sales teams at "traditional" times of day. Offering 24/7 conversational possibilities ensures that customers seeking information are not lost. In 2021, 47% of marketers will be using bots in their marketing efforts, compared with 45% in 2020.
Marketing trends for 2023 in a nutshell
This year, the game has changed enormously. It's time to rethink and reinvent what it takes to be a successful marketing team.
Future marketing trends seem to be following the current trend of strong digital growth. So there are no big surprises for next year. The only new factor is the deletion of cookies, which will limit targeting and relevant product recommendations.
These marketing trends, and the changes taking place in 2022, need not frighten you. In fact, the changes and marketing trends we've seen this year are opportunities for brands and marketers alike. If the digital marketing landscape has changed, let's make it a positive phenomenon to focus on to improve not only digital marketing strategies, but also customer experiences. This means starting to experiment with new tools. In particular, Artificial Intelligence, virtual reality, ABM and so on.
You may stumble, but you'll learn from your mistakes. Use social media to engage with your customers and audience. Use opinion surveys to gather relevant data and build your strategy.
A judicious combination of these "big ideas" will enable you to interact directly and effectively with your audience. Want to find out more about the changing landscape of digital marketing? Let's talk for 30 minutes!
LANE Digital Consulting: your digital marketing strategy for 2022
Halfway between people and technology, we put our experience to work for your company. Our core mission is to reduce your costs through digital transformation and increase your revenues through digital marketing.
From analysis of your business model and action plans to innovative customer acquisition. From audience development on social media, online advertising, SEO, branding, automation and emailing. In short, all the trends predicted above will be the steps we take to develop your digital marketing strategy in 2022. Of course, without losing sight of your expectations, and while adhering to stringent quality standards.
We look forward to helping you integrate these new trends into your digital marketing strategies for 2022.
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