January 17, 2023
JPM’s Top Marketing Trends For 2023

Ah 2022, what a delicate flower you were. An incredibly strange year that helped us see out the ‘COVID years’, whilst things are still not quite back to ‘what they used to be’, they have moved forwards. 

In the marketing world, we went through phenomena such as BeReal, the Metaverse and much more. 

But what will 2023 bring? That is the real question. 

Whilst we don’t have any magical powers to see into the future, we’ve taken a good guesstimate as to what we expect to see over the next 12 months. 

Scroll down to find out more 👇

Trend 1 - TikTok To Become A Staple Channel For More Organisations

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You *might* have been forgiven in 2022 for thinking of TikTok as simply an app for the kids to the silly dances, but in 2023, you will be called a fool.

The short-video app has continued a meteoric rise over the last 12 months and we don't expect it to slow down. In fact, we expect more users across age ranges to sign up, creating an exciting landscape for marketers of all types.

The platform has consistently evolved and continues to do so for business and advertising services too. We expect TikTok to become a staple for brands and organisations in almost every vertical, trust us, there is always an angle.

Trend 2 - Curated Content Will Dominate Long-Play Strategies

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Content marketing is not new, brands like Hubspot have been killing the content marketing game for years. 

However, in 2023, we expect to see more businesses pivot to a value-focused content marketing strategy that isn't dominated by short-term KPIs and objectives.

Only a small number of your audience will be ready to purchase or engage when you post, but proving your value and staying top-of-mind will put you in the driving seat when it comes to getting their business.

Personal brands as well as traditional brands will lean into this over the next 12 months. You won't even realise you're consuming some of this content but it will work.

Trend 3 - Influencers Will Get A Bigger Slice Of The Pie

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According to Hubspot, 89% of marketers who engage in influencer marketing will continue into 2023 and 17% of marketers who don't will look to engage influencers in the coming 12 months.

The public is much more discerning when it comes to advertising by influencers but a big focus on micro-influencers allows brands to give their promos a more 'natural' feel and seamlessly fit into our feeds without us scrolling quickly past anything with #ad slapped on top.

It is fair to say that there are probably more influencers today than there have ever been, which is great news. 

But, it also means that brands have to be smarter when aligning their values to a group of individuals and pick wisely.

The mould of the 'traditional' influencer has also changed, giving much more scope for B2B brands and NGOs to get involved without losing their reputation or coming off a little 'cringe'.

Trend 4 - More Brands Will Be Transparent

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Money is (and will be) tight for some time, but that will not stop us from spending it with brands we align ourselves with. Since the Ukraine War and the continued rise of sustainability within businesses, brands have become uber-conscious of their values and how they promote them.

At a time when caring for your neighbour has never been more important, we expect brands to lean into this and look to align further with their target markets.

A simple example from Hubspot shows us 50% of Gen Z-ers and 40% of Millennials want brands to take a stance on social issues like racial justice, LGBTQ+ rights and climate change. (https://blog.hubspot.com/marketing/marketing-trends)

This is one of the most promising trends for 2023 and we hope it continues well after the next 12 months.

Do you have your own thoughts on trends for 2023? Let us know!

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