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New channels? A smaller budget? Expanded business objectives?
In 2023, a wealth of digital marketing trends will emerge, all vying to be the “next best thing.”
How can organisations keep their focus, whilst integrating emerging marketing trends with classic principles?
We sat down with our marketing team, finding out what the next 12 months might hold and how your strategy may benefit.
Terri Lowe
Senior Marketing Manager
A rising opportunity to utilise Podcasts in marketing plans.
“Podcasts are nothing new. In fact, the wording has been around since circa 2004.
The earliest use of “podcasting” was traced to The Guardian columnist and BBC journalist Ben Hammersley, who coined it in early February 2004 – with ‘audio blogging’ dating back even further than that.
In recent years, we’ve seen a distinct evolution of podcasts as a marketing and blogging tool. With many listening and digesting content whilst drowning out the noise of public transport on the daily commute, driving in their car or through devices like Alexa at home whilst carrying out daily chores.
I feel like this year Podcasts will rise even further in popularity – especially when taking into account the statistics around their growth in certain sectors.
Not to mention the benefits of them commercially when it comes to cost of output alongside resource/time required versus audience reach and lead generation potential.”
Senior Marketing Executive
Adapt your Content Strategy in-line with user intent, over generic keyword inclusion.
“Google tells us that ‘Helpful Content’ is:
- Created for a specific audience
- Features expertise
- Is trustworthy and credible
- Meets the wants/need of the user.
How do you know if your content meets the wants or needs of the user, though?
Once you’ve researched and found relevant keywords to the subject matter, you need to figure out the user intent.
Classic search intents include informational, transactional, and navigational.
Did you know that these can be broken down further into micro-intents, such as:
- People searching for information or inspiration
- People searching for how-to’s
- People searching for a product or service
- People who are ready to make a purchase
Once you’ve figured out what users want when searching, you can then create digestible content that matches the keyword intent and include answers to questions based on search demand.
A well-thought-out content strategy built on value and user intent ensures that the traffic gained is the kind you need/want.”
Jess Peake
Senior Marketing Manager
An even further rise in the use of Emotional Marketing.
“Emotion underpins the way all humans make decisions.
Unconscious, or subconscious, it is the tool that influences our behaviour. So, for any Marketer looking to strengthen their consumer relationships this year, it is critical to understand how these synaptic powerhouses work.
Brands need to find new ways to connect. Audiences are more discerning than ever before and competition is accelerating.
Having the ability to tap into the specific configuration of emotions needed to trigger desired actions, is now widely considered the key to success.
In 2023, Marketers need to go beyond educational and overly-promotional content. They need to make their consumers think and more importantly, feel.
On the surface, this begins with understanding their current sentiment and triggers, building compelling narratives, creating unity through shared social values, evidencing credibility and ultimately, nurturing a loyal community.”
Lucy Vaughton
Digital Marketing Manager
Isolate, Experiment, Measure Impact… Repeat.
“With new functionality, ever-changing competitive markets and consumer trends, optimising Google Ad campaigns is quite the science experiment.
Tapping into the Google ads recommendations section of your ad manager account provides intelligent insight based on performance history, campaign settings and trends. Indicating how your campaigns are performing and what functionality (through the eyes of Google) could be utilised to keep your campaigns fully optimised.
So you have decided to apply a recommendation, but how can you be sure that your campaigns are now better off?
Introducing a new way to help you measure the impact of recommendations.
In just a few clicks, you can now apply the recommendation as an experiment, allowing you to run the base ad alongside a trail ad (which will have the recommendation applied.)
Monitor the results over the course of a few weeks, then make informed decisions to either end the experiment (keeping the original campaign), convert your trail into new campaign – or transfer learnings into the original campaign.
Currently available for broad match and ROAS recommendations, Google has promised to roll out to more types in the coming months, so keep your eyes peeled… “
Digital Marketing Executive
The benefits of a Global Strategy.
“2023…the year to go global?
In an increasingly digital era, your website is often one of the first points of contact a consumer has with your brand.
First impressions count.
First impressions shape an audience’s lasting perception of your brand.
Geo-targeted landing pages allow you to tailor the content on your website/webpages to audiences in specific geographical locations.
Depending on the cultural difference between the audiences in your home market and your host market, you may not need to create a full set of new content for your Geo-targeted pages – however, duplicate content is a big no when it comes to Google search rankings.
To ensure your Geo-targeted landing page performs at its optimum level: research, plan, adapt, and implement.”
Digital Marketing Executive
Reduce ineffective marketing through Data Analysis.
“If you regularly read articles and marketing blogs, you may have seen the claim that you need an omnichannel approach to succeed…
Does this mean stretching abilities across EVERY platform?
No.
With each new year, the depth of marketing channel possibilities grows, and with it, the fear that your brand will be left behind if you do not conquer them.
Yet spreading efforts across all these channels can lead to a loss of potential.
…So how to figure out where to assign activity?
The answer is data.
Data-driven marketing puts the power in your brand’s hands.
Utilising intricate key audience behaviour and engagement metrics across social, website, PPC, and mailing platforms can define the scope of your long-term strategy, pinpointing where audiences take most action and reducing time and spend on ineffective sources.
2023 will see the launch and growth of many new and exciting platforms and features. Whilst inserting your brand within all of these may seem favourable, analysing data with a fine-tooth comb can indicate which will really be your next, powerful move.”
The Next Steps…
2023 is expected to bring exciting and challenging advances in the marketing landscape.
With a forever inclining number of platforms and features to help reach those key audience hotspots, planning ahead can sometimes feel pointless. However, ensuring your omni channel approach is built with an allowance for reactive marketing will offer room for implementing these future platforms – especially those worth investing time in – building a current yet refined set of steps.
Aiming to fulfil a content strategy with the intention of staying with the marketing trends? Contact TMC here for help with planning an adaptive timeline.
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