Digital Marketing Trends for 2023

Customer Experience

With Google’s algorithm focusing on user experience and SEO updates crediting “helpful content” you can expect 2023 to focus on the customer experience. Content created by people for the people shows that Google is dedicated to focusing on the user.

What should businesses do?

• Create content that shows an understanding of the subject and provides first hand experience if possible
• Try creating content that will answer customer queries and try to answer the E-A-T acronym
• Make sure someone who reads your articles gets what they were originally looking for

Help future-proof your content by focusing on the customer and optimising their experience. All algorithms are based on improving the user experience—so this helps protect you from future algorithm updates.

Short Vertical Videos

With TikTok and Instagram Reels taking over social media and our customer's attention, short-vertical videos have become essential for marketers. These videos are cheap and quick to make, plus they can be repurposed across multiple platforms with little editing.

Short-form vertical videos help to bring a brand to life. Their versatility allows you to share content created by influencers, as well as product information, and footage direct from your team. The importance of short video format is likely to continue to rise in popularity in 2023, with reports claiming 88% of people want to see more video content from brands.

Influencer Marketing to Continue

As the marketing landscape becomes more and more cluttered, businesses need to find new ways to stand out from the crowd to be in front of their target audiences. A good way for businesses to find opportunities to break through the noise with organic-seeming content is via influencers. Influencer marketing has been on the rise for years, and this trend will only continue as influencers build up larger and larger audiences.

Are you looking to invest in influencer marketing? Read our blog post on how to find the perfect influencer

Social Commerce & Live Streaming

With Gen Z and Millennials becoming influential buyers, brands have begun selling products and services directly over social media. 30% of US internet users make purchases directly with social platforms. We predict live streaming could become a popular digital marketing tool for e-commerce businesses. This would allow brands to connect and interact with their audience. Another social trend we believe will take off is Augmented Reality to help brands give their customers unique experiences from their mobile phones. It also allows companies to demonstrate their products and allow customers to virtually try on their products.

User Generated Content

User-generated content is an invaluable tool to help build trust with your target audience. 79% of people say UGC highly impacts their purchasing decision and claim UGC is 35% more memorable than traditional content.

UGC can be in different various forms:

• Unboxing of products
• Customer reviews
• Blog or written articles

LinkedIn to become a B2B Powerhouse

LinkedIn has been around for many years but recently has posted record growth and engagement. It is expected to account for 25% of B2B advertising in two years. There is a growing opportunity for businesses to use the platform for growth. Yet very few businesses take advantage of this. Our guess is that LinkedIn will only continue to grow and the opportunity will only get bigger. Jump in early to disproportionately win.

Focus on Sustainability and Social Responsibility

With consumers becoming more conscious of the social and environmental impact, who and where they purchase from. Gen Z and Millennials are prime examples of this, with 73% of them willing to spend more on sustainable products. The Zen Agency believe this will become a more decisive factor in consumers' buying behaviour in 2023.

What can brands do?

It’s important that brands flex their environmental and social values & can feature them in their marketing campaigns. However, they must be careful of “greenwashing” which can mislead customers into thinking your brand is eco-conscious when it’s not.

What do you think will be the most important trend in 2023?

Are you looking for help creating a digital marketing strategy for 2023? The Zen Agency can help you create a strategy to optimise your brand. Call us today on 0141 229 1333 or fill out our quick enquiry form on our website and a member of the team will be in touch to discuss your marketing needs.

The Zen Agency are specialists in all things digital, whether it be website and app development or digital design. We can help with creating a digital marketing strategy, content creation, social media marketing, PPC, SEO and videography.