Joe McElroy of Naperville is the founder of a consulting firm that specializes in public policy and marketing communications. In the following article, Joe McElroy discusses trends for marketing that he believes will be most important throughout 2023.
Staying ahead of the marketing curve isn’t always easy. After all, the industry is an ever-evolving whirlwind. However, it’s essential for marketers to keep abreast of the changes to deliver impactful strategies to their clients and boost engagement, leads, and conversions.
With so many trends scattering the industry, Joe McElroy of Naperville discusses the top developments transforming marketing ideals of the year thus far.
Short Videos are the Present and the Future
There’s no denying that video dominated this year’s marketing field. But it appears it won’t be any different in 2023, with short-form video content (particularly TikTok and Instagram reels) becoming increasingly more prevalent.
In fact, 90% of marketers who are currently utilizing short-form video look to maintain or increase their investments in 2023.
Joe McElroy of Naperville says that video production costs are lower than ever before, so it’s a much less intimidating practice to incorporate into marketing strategies.
Employee Advocacy to Become Marketing’s Mainstay in 2023
Employee advocacy (i.e., getting teams or employees to share on the business’s behalf) is about to power toward the forefront of marketing efforts this year, explains Joe McElroy of Naperville.
Increasing numbers of companies are finally realizing the value of their employees. Team members’ personal profiles are generally more effective at authentically reaching wider audiences than corporate accounts. Therefore, marketers will aim to harness such power over the coming 12 months and beyond.
Influencers, Influencers, and More Influencers
Social media influencers will continue to star in the marketing show as businesses try to increase engagement and conversions this year.
Joe McElroy of Naperville says that experts are reporting that the advertising landscape is increasingly cluttered. Thus, companies struggle to get seen by those who will love their product — unless they can stand out from the crowd through organic content via influencers.
While this kind of marketing isn’t new, the trend is only set to continue flourishing next year as these social media stars build ever-growing audiences.
Mobile Optimization Will Be Increasingly Important
Since consumers are spending more time on mobile devices, including tablets and smartphones, optimization for smaller screens is increasingly more poignant. And marketers must focus on that to keep driving their campaigns forward.
Interestingly, Joe McElroy of Naperville says that mobile optimization in 2023 isn’t just about websites; it’s also about delivering excellent email experiences to companies’ subscribers. This appears to be especially important for businesses that want to target fast-paced, connected generations like millennials and Gen Z consumers.
Social Responsibility Content Is About to Be the Marketer’s Bread and Butter
The majority of marketers who already craft social responsibility content aim to boost or maintain their investment next year. The trend really speaks for itself — the modern consumer truly values ethics, social responsibility, and transparency.
Half of Gen Z shoppers and 40% of millennials want businesses to take a stand on social issues, specifically those related to:
- climate change
- LBTQIA+ rights
- gender inequality; and
- racial justice
Joe McElroy of Naperville says that companies that advocate for these issues have an unbelievable effect on consumers’ purchasing decisions.
All things considered, companies are beginning to turn social media strategies toward inclusive offerings, initiatives, and promotions, while emphasizing missions or causes they directly support.
Experts encourage businesses to think long-term here. While it may not immediately boost product sales, showing social responsibility is thoughtful and effective.
Joe McElroy of Naperville mentions that the barriers to change are dissolving, making it the best time for companies to strengthen diversity and inclusion.
Experiential Marketing to Make a Comeback
Experiential marketing allows audiences to step into an experience that’s either a physical place or through an AR/VR platform.
Such immersive activities are fun, oh-so-effective, and incredibly social-media-worthy. However, they hit many roadblocks in 2020 and 2021 when businesses and public venues were forced to close their doors to the public during the COVID-19 pandemic.
Plus, branded AR/VR experience production was a very high-cost ordeal at the time, relying on audiences to have tools like headsets or the latest and greatest smartphone tech to access it. Essentially, it priced smaller brands out of this marketing type.
But these days, digitally immersive platforms are becoming more and more accessible to wider audiences, and the content itself is becoming less expensive to produce. Therefore, experiential marketing is expected to continue to grow this year.
