As self-confessed digital marketing nerds, we’re always keeping tabs on the latest trends. The end of one year and the beginning of another is the perfect time to take stock, reconvene and establish a strong and up-to-date marketing strategy. Here are the top trends we’re watching in 2023.
Short-Form Video Content
It’s no secret that video is one of the top forms of online content, particularly when targeting Gen Z and Millennial audiences. Versatile and engaging with a great return on investment, video marketing’s prominence isn’t likely to fade.
The key difference moving forward: it’s getting shorter. With the rise of TikTok and Instagram Reels, quick snippets are appealing to the masses, offering bite-sized and easily viewable content. Even Pinterest and YouTube (through YouTube Shorts) are prioritising this format. Use it to showcase product teasers, offer education pieces and go behind the brand. According to HubSpot research, younger audiences seek funny or trendy video content that reflects brand values, while older groups steer towards the informative.
Harness this opportunity to build greater brand awareness, generate leads and strengthen relationships through authenticity and transparency as audience attention spans continue to shorten. And, with video up to 53x more likely to generate first-page SERPs, it’s well worth a shot. Who knows, your video might even go viral.
As the internet continues to fragment and extend, an omnichannel approach is growing in importance. We are all digitally scattered with varied individual consumption, so we need to meet each user at their logical touchpoints. This means ensuring a coherent presence on a range of digital platforms, including your brand’s website, social media, video, apps, and more.
Why does it matter? This is how we efficiently navigate the ‘messy middle’ and reach the audience at every point in their customer journey. Consider their map: what path do they take on the way to purchasing? How do they think and act at every stage? The messaging and location of this omnipresent behaviour enable greater conversion and places your business at the forefront of the consumer’s mind.
One element of this practice involves consistent messaging and tone throughout, with social media and your website’s blog communicating similar ideas and stories, regenerating content. At RealClicks, we build detailed content strategies to manage this, with the addition of industry-specific content calendars to come in 2023. Being big and bold on the internet is the way forward.
Enhanced User Experience
A slow or confusing website is a surefire way to quickly deter a potential customer. The user experience is integral to online business success as you invite your audience to come and stay: learn about your brand, understand your offering, and entice them to follow through with a purchase or enquiry. It’s a priority every year, and no less in 2023.
The aim is to make the experience as easy, simple and pain-free as possible, with a straightforward layout and navigation. Create digestible content with strong calls to action, and include video and powerful imagery. Mobile optimisation is key here: almost 80% of the Australian population owns a smartphone, encouraging regular internet access and search functionalities.
Benefiting other areas of your online marketing, useful content is also looked fondly upon in recent SEO updates.
Digital PR and Native Advertising
Areas that continue to grow online, digital PR and native advertising offer new ways to build credibility and awareness. Digital PR, referring to building relationships with customers, links with online media and publishing content on the internet, is closely related to native advertising, which is akin to an advertorial.
Breaking through the traditional advertising model, these are more discreet ways of reaching the consumer and offer added value, typically with informative, beneficial pieces featured on external websites. Build quality backlinks, extend your reach and awareness, and generate fresh leads. Not to mention, you’ll reach even those with ad-blockers!
Is 2023 the year you tackle your brand’s online marketing strategy? No matter the size or industry, RealClicks offers bespoke solutions to meet your needs, tackle your objectives and build a strong digital brand presence. Get in touch with us today to find out more.