ThinkOTB Agency

Top marketing trends for 2023

December 28, 2022

52 weeks ago, who would have predicted we’d have had three different Prime Ministers, a cost of living crisis, and England would do so well in the World Cup! Marketing agencies and marketers have had another year of thinking on their feet as consumer spending habits and marketing budgets change over night. So, here’s hoping for a more stable landscape in 2023, and with that, here are some of the ThinkOTB team’s top trends for integrated marketing next year.

1. Brands will invest even more in automation and AI

2023 will continue to see marketers capitalise on artificial intelligence. Chatbots, and virtual assistants in particular, will streamline conversational marketing by providing the perception of a one-to-one service experience. We’ll see the blurring of lines between traditional sales and marketing functions, as virtual assistants act as content creators at scale delivering anything from calendars to blog posts and videos.

2. Employee activation

The best brands already ensure that their employees are their strongest advocates, and in 2023, employees will want to be treated as treasured customers, so they can become walking adverts for the brand.

Successful employee activation gives employees the framework within which to create and share their own content or content that they are interested in. By investing in continual training, employees understand the products, the brand and the culture, and generate leads that are seven times more likely to convert than leads generated through other channels. Employees’ content will also enjoy eight times more engagement than content that is shared on official brand channels.

3. Metaverse for brands

2023 will see some brands focus on entering the ‘metaverse’ (including, but not exclusive to, gaming worlds) as there is a shift from Web2 to Web3, and marketers do not want to get left behind.

Major brands like Nike and adidas have already developed their own metaverse marketing strategies. Other brands will continue to hone theirs in order to capitalise on the opportunities within these virtual worlds from in-game advertising to virtual influencer marketing.

4. Micro-influencer marketing and user-generated content will grow even more

To date, more than 56% of marketers who invest in influencer marketing work with micro-influencers, and 2023 will see this trend continue. Although micro-influencers have fewer followers, their authenticity generates higher levels of engagement, boosts lead conversion, connects audiences, and drives brand awareness. And because micro-influencers are thought of as ‘like you and me’ consumers are more likely to trust their opinions and recommendations.

5. Short content video will be the most popular format

Content will continue to be king during 2023, as at least 47% of buyers view three to five pieces of content before buying, and brands are continuing to invest in content marketing, especially short-form and video content.

Both B2C and B2B brands realise that getting straight to the point is much more effective, takes less bandwidth and suits the fast-paced attention spans of online audiences across all demographics. Brands can create a deeper connection with their target market and repurpose video content into podcasts, written blogs, short clips like reels, and live streaming.

6. Companies will ramp up social responsibility

Consumers’ interest is waning in sustainability, so the use of sustainability within marketing will need to be authentic and relevant to the target market and the brand next year. 2023 will see businesses focus on social responsibility in a more thoughtful manner. They will highlight causes that they support and inclusive initiatives rather than overtly sustainable selling which is being perceived as ‘green washing’ and is much more effective in the medium to longer term.

7. Using TikTok and Instagram for search

Recent data shared by Google states that nearly half of young people when searching for answers will go to TikTok or Instagram instead of Google or other search engines. Social media platforms are becoming the preferred way for younger consumers to begin their purchase journey and this trend will continue into 2023 and beyond.

If you’re interested in knowing more about any of our trend predictions for 2023, get in touch.