Do you want to know the top three thing you need to do to win as a marketer? Do you want to know what’s in and what’s out in 2023? Well look no further – Ryan Deiss, CEO of DigitalMarketer, provides these insights and how to apply them in a way that benefits your own business moving forward.
The Top 3 Marketing Trends 2023: Breaking Things Down
DigitalMarketer, conducted a survey that brought to light the three major trends that digital marketing industry professionals are concerned with. It specifically asked them of the marketing tactics and channels that they were currently using, which they believed would actually become MORE effective over the next 12 to 18 months.
The Rise of YouTube
56% of the people who responded to the survey said that they thought YouTube Ads were only going to become more powerful, due in large part to the platform’s continued relevance (not to mention dominant) in a world that grows increasingly dependent on streaming all the time.
Indeed, this helps to prove just how important video marketing has become in the last few years.
The Boom of Email Marketing
57% of respondents said that they thought email marketing would get more effective. This makes sense, as it’s still one of the most dominant forms of communication that we have in the fast-paced digital world that we’re now living in.
The Short-Form Video Revolution
Finally, 91% of respondents said that they thought short-form video would become even more effective than it already is over the next 12 to 18 months.
- Human beings are visual learners – this idea is certainly nothing new.
- But when you consider that people would rather watch video than read text (even if both pieces of content contained the same information), and that short-form video is easily shareable on social media sites like Facebook and Twitter, it’s easy to see why so many people are continuing to put stock in this particular technique.
Ryan outlines a number of concepts that he believes are especially relevant to modern day marketers as we head further into 2023 and beyond. They include ideas like the fact that subsidized CAC is dead, for example. This is true even though this has been the norm over the last 10 to 15 years.
Many people argue that ad prices have gone up – he argues that they’ve simply returned to “normal” and this is due to the fact that subsidizing CAC is no longer as effective as it once was.
He also observes the fact that content binging creates commitment issues, which is something a lot of brands are dealing with. You can easily go viral one day and get no traffic the next because prospects are consuming so much content that they’re not building relationships any longer. Therefore, emphasizing loyalty is one of the keys to long-term success.
Ryan also touches on the idea that sales cycles are expanding and will continue to do so in both B2C and B2B.
- Part of this has to do with the stimulus checks that were handed out to both consumers and businesses during the COVID-19 pandemic.
- Now, those are gone and people are being more conservative with their spending – which is why sales cycles are taking longer than they used to.
3 Things to Do NOW As a Marketer
Ryan indicates that the keys to addressing all of these issues rests in a brand’s ability to follow three basic steps.
- One of the most important of them involves flipping the sales funnel in a meaningful, forward-thinking way.
- Rather than walking someone up the value ladder in a linear progression (meaning that your offerings begin at free and then get slowly more expensive), you essentially do the reverse.
- Next, he urges marketers to begin to sell in private. He argues that this is actually the only way to accomplish flipping the funnel without making the majority of your customer base angry.
- By engaging directly with people who are both A) qualified and B) ready to buy now, you can offer them your highest valued offerings in private in a way that doesn’t risk putting off those prospects who may be qualified but who aren’t ready to buy right at the moment.
- Finally, Ryan emphasizes the importance of making email marketing social again.
- After a traditional period of engagement where you probe for clarity in terms of someone’s interests and preferences, you can then sort based on those preferences and have them ascend to your desired next step (like to book a meeting or buy a product) in a more meaningful way.
Overall, these marketing trends 2023 won’t just help you get more qualified leads into your marketing funnel. They can help turn passive customers into paying brand advocates, which in and of itself is the most important benefit of all.