Marketing trends in 2023

Mathieu Clairet . 8 months

The year 2023 has not been an easy one. Facing an inflationary crisis and the rise of generative AI, marketing professionals have had to adapt. To shed light on these developments, HUBSPOT conducted extensive surveys with over 1,200 respondents worldwide, gathering key data on current trends. Here’s an overview.

Priority on high ROI channels:

Content marketing, social media, and influencer marketing have dominated the landscape in terms of return on investment. Short videos, in particular, have seen their popularity skyrocket, with 89% of marketers planning to increase or maintain their investment in this area. TikTok has proven to be a particularly influential channel, reflecting the growing consumer trend towards quick and engaging content.

The importance of automation:

With the increasing workload, artificial intelligence and automation have become more important. Tools like CHATGPT have become essential for effectively managing multiple campaigns. Automation helps marketers free themselves from repetitive tasks, allowing them to focus on more strategic and creative tasks.

The end of third-party cookies:

The year 2023 has been crucial for adapting to the gradual disappearance of third-party cookies. Marketers have explored new data collection methods, such as universal identification and contextual advertising, to address growing concerns about data privacy.

Video as the dominant format:

Video continues to reign as the most effective and popular format, especially in short form. Platforms like INSTAGRAM REELS and YOUTUBE SHORTS have become staples in corporate content strategies, offering a less formal and more entertaining approach that resonates with consumers.

Content marketing: investing despite inflation:

In an inflationary context, investing in content marketing remains essential. HubSpot emphasizes that brands that maintain or increase their advertising spend can gain visibility and market share. Organic content, which focuses on authenticity and relevance, plays a key role in maintaining consumer engagement.

Social Networks: prioritizing original content:

Using social networks requires a more personalized approach. To stand out, companies must create unique content adapted to each platform, avoiding simply recycling the same content across different channels. This involves a deep understanding of the specifics of each social network. It can’t be stressed enough: stop simply duplicating all your content on all your platforms!

Direct messages on social networks:

The use of direct messages for customer service and sales has become a common practice. This approach allows for more personal and direct interaction with customers, improving the customer experience and strengthening loyalty.

The importance of SEO:

Natural referencing remains a vital strategy for attracting and converting leads. A website and blog well optimized for search engines can significantly increase traffic and the number of incoming leads.

Organic content in times of crisis:

In times of crisis, organic content becomes more important. Marketers need to focus on creating digital content to keep audiences engaged, targeting consumers at the top of their conversion funnel.

The impact of generative AI:

Finally, the emergence of technologies like CHATGPT has redefined content creation and customer interaction methods. These tools offer unprecedented capabilities to generate personalized content on a large scale, opening new prospects in terms of advertising and content marketing. Their use has now become crucial in managing increased workloads, allowing marketing teams to focus on more strategic tasks.

2024 is already shaping up to be a year of challenges and opportunities for marketers. By embracing technological changes and adapting their strategies to the new market realities, they can find new ways to engage and retain their clientele.

For a complete view of trends and forecasts for 2024, the full HubSpot report is available for download HERE.

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