As we move at breakneck speed towards the middle of the year (let’s not get started on how quickly this year is flying by!) it’s worth pausing for a minute to see what’s been moving and shaking in the marketing world over the last six or so months. What platforms are people accessing? What algorithms do we need to work around to get ourselves seen? What’s worth paying attention to and what needs to be acknowledged but put aside?
As a fractional CMO, it’s my job to stay at the forefront of what’s going on in the marketing world. So, here are my top tips for the marketing trends that are really worth paying attention to right now.
1. Social Media isn’t going away
It seems crazy to say it, but we’re now at a point where more than half the world’s population is using social media for an average of 2 and a half hours per day. It’s become an incredibly important part of our daily lives. We’re opting to use platforms like TikTok and Pinterest to find information over search engines like Google (although that still has its place). If you’re a business wanting to get found in a variety of different places, social media is one of those spaces you need to access and use effectively to market your business. That’s a fact.
What’s interesting is seeing the way in which social media is evolving. There are lots of new and interesting ways in which to use the massive choice of platforms. Video is dominating right now, for example, so getting on board with stories and reels, or using TikTok to market your business is worth considering if you’re not using them already.
And while we’re talking about the evolution of social media, we have to mention and consider the steps being taken to move towards a virtual reality setting with Metaverse currently still leading the way in that area.
2. Marketing changes at a speedy pace
It’s always better to be one step ahead rather than trailing behind. Keep up with the fast pace at which marketing is changing by looking ahead to the future so you can be ready and figuring out how to integrate future changes into your brand. You’ll look like a total rockstar who is well ahead of the curve.
One of the biggest areas we’re seeing being talked about right now (and already seeing huge changes on a day-to-day basis) is the world of Artificial Intelligence in marketing (or AI). It’s already being used in so many ways—data analysis, trend predictions and even more creative ways like copywriting and graphic design. As well as dedicated AI websites like chatGPT, other platforms like Canva are making use of AI in their software.
AI is an exciting topic for lots of businesses and a huge chunk of them are making it a priority for their businesses in the next 3-4 years, so it’s definitely worth paying attention to this and how it relates to your own business too.
Another futuristic marketing trend that has already started to be integrated into present day marketing methods is interactive content. Gamification, videos, calculators, quizzes and assessments are all ways to have the user take an active interest in your business and brand. And the ways in which these interactive types of content are used will only keep improving and developing in the next few years.
3. There’s no doubt about it, you need a digital footprint
Gone are the days of marketing your business purely through word of mouth, brochure handouts or ads in the newspaper. The world has gone digital and there’s no denying it… these days it’s absolutely crucial to have an online space and a digital footprint in order to grow your business and market it effectively. And it’s not enough to only have a website or an Instagram account with a Linktree link to generate leads.
The digital world has evolved and is constantly changing as new developments happen so it’s super important that we keep up and find ways to market our businesses on multiple platforms and in a number of different ways.
Good quality content is a major factor here. If you’re not putting out readable, interesting content that’s of value to the reader, the Google algorithms will know about it! Yes, the robot overlords are watching 😉 So it’s important to focus on content that’s both interesting and engaging to your audience. A simple way to incorporate this into your digital business footprint is to have a blog on your website.
4. Focusing on engaging brand stories
With the rise of service startups in recent years, and their focus on providing a solid customer experience to their consumers, it’s clear that we need to focus more on developing an engaging brand story that our audiences can connect with. People aren’t just looking for a product or service anymore. They want an experience. So it’s with that in mind that we need to get clear on our stories.
Think about it—when was the last time you fell in love with a brand simply because of the product they offered? Chances are it had a lot more to do with the story they told. Whether it’s a health startup, transportation startup or even just a good old SaaS company, it all comes down to the quality of the service they provide. And to make that clear, they need a compelling brand story that resonates with their target audience.
In your own business you can dive into this trend by getting into the whole storytelling vibe. Create an experience for your clients that they’ll remember long after they’ve used your product or service. Use stories that are authentic, engaging, and reflect the values of your brand. Because that’s the thing that’ll help you stand out in today’s crowded market.
So there you have it. That’s the current state of play when it comes to marketing trends almost halfway through 2023 and I’m sure there’s more to come. Ultimately, use what you know to keep improving and putting out your own marketing efforts and I’m sure you’ll start to see results before too long!
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