The SaaS platform specialized in online visibility, Semrush, has indicated which are the digital marketing trends which will be consolidated in 2023 in a context in which words such as ‘crisis’, ‘recession’ or ‘inflation’ are increasingly positioned in the minds of Spaniards.
The five trends that will shape marketing strategies globally are:
1. Investment in organic marketing and creative content will grow in 2023
“In times of economic uncertainty, many companies will slash their marketing budgets. But in 2023, with less advertising investment budget, professionals will lean towards organic marketing and the design of creative and attractive content that contributes to improving engagement in the medium and long term”explains Andrew Warden, CMO of Semrush.
It is a strategy aimed at resisting and preparing to be in the most competitive conditions possible to make the financial leap when the economy changes. In fact, the tools that indicate what consumers are looking for, or in which online pages they invest their time will increase exponentially. This growth will allow professionals to design and publish content that resonates with their target audience.
The increase in investment in organic marketing is a trend that arises as a result of the fact that, in 2022, people were obsessed with the fear of having officially entered a recession. Expressions such as “a recession is coming” increased by more than 1,287.5% between December 2020 and December 2022.
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2. Brands will strive to align with the social purpose of their consumers
Marketers will strengthen communication with their customers to find out which causes matter most to them (climate change, gender equality, human rights, etc.) and thus promote these values internally in the company, communicate them abroad and establish a strategy to position themselves as leaders of change.
This trend is a direct consequence of the change in the mentality of consumers caused worldwide by the pandemic. Since then, a renewed interest has emerged with force, not only for personal well-being, but also for caring for the planet, and sustainability has made its way into the minds of consumers globally, as supported by data from Semrush, which reveal that global Google search listings for “brands with a social purpose” increased by 133% between December 2020 and December 2022.
3. Content generated by Artificial Intelligence will increase
AI will enable marketers reduce costs, save time and amplify creativity by automating tasks. Artificial intelligence also allows professionals to predict behavior to create personalized messages and improve consumer interaction.
In fact, tools like ChatGPT They have shaken the world. Semrush data confirms that since ChatGPT came out on November 30, 2022, searches increased by 167,855.8% from November to December 2022. But not only, Semrush data confirms that AI is on the rise; global Google searches for “AI marketing tools” increased by 310.3% between December 2020 and December 2022, showing a strong appetite to learn about the topic.
4. Marketing experts will apply strategies to adapt to a world without cookies
Ever since Google announced its plan to phase out third-party cookies in 2020, cookies have been a hot topic across businesses. Despite the trend of Google and large companies, a shocking 83% of sellers still trust third-party cookies. The most important question for most marketing professionals is: “If I leave cookies in the past, how will I get information about customer behavior?” With organic programs it is possible.
Marketers can create organic content and drive users to their properties, where APIs can be used to gather useful marketing data about the audience while maintaining customer privacy (which is increasingly important to consumers). Exploring organic programs helps professionals stay in control, regardless of the changes taking place around them.
5. The space occupied by consumer testimonials will increase
Customer stories, that is, a customer’s testimonial or narrative about how they love or use the product or service, or in some way how it may have changed their life, in particular, are a great way to connect with consumers of a significant way and an increasingly necessary component of any marketing strategy.
Professionals must focus on creating meaningful connections with customers and encourage them to share their experiences with the brand, through the platforms they use the most during the day. In the same way, incorporating consumer stories into your business strategy is beneficial for both brand image and consumer loyalty.
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