Marketing Priorities for 2023: What Marketers and Advertisers Can't Ignore

From managing disinformation to ensuring effective first-party data collection, these are the trends that marketers and advertisers can no longer afford to ignore. Gartner predicts that, by 2025, organizations that use AI in the marketing function will move 75% of their staff operations from production to more strategic activities. Using AI in marketing operations will reduce friction and eliminate redundancy, allowing marketers to shift their budgets and resources to activities that support a more dynamic marketing organization. AI will continue to refine marketing operations processes to drive more agile, data-driven responses to future challenges that show no signs of slowing down.The advancement in the reach and sophistication of disinformation creates growing concern for CMOs.

Just as AI and other technologies contribute to the problem of content, they will also be part of the solution, especially if they are complemented by dedicated teams that listen, interact and increase brand interests throughout the digital content ecosystem. This game of cat and mouse has become very expensive, and brands are paying a lot of money to reach high-income consumers through digital advertising. But those impressions become less significant as this audience discovers new ways to ignore them. Marketers who stick to traditional digital ad formats will increasingly reach an audience comprised primarily of people who don't have digital money. Gartner predicts that, by 2025, 70% of business CMOs will identify responsibility for ethical AI in marketing as one of their main concerns.

Privacy-related restrictions on data collection, economic pressures, and advances in AI are leading marketing teams to rely more on AI and machine learning to optimize campaign performance and reduce costs. At the same time, regulators and advocacy groups are expressing concern about manipulative and biased uses of AI through developments such as the EU AI Act or the Bill of Rights of AI in the US. A number of brands have been criticized for using advanced technology to influence consumers in creepy and unfair ways. Connect with CMOs and marketing leaders for the latest information on marketing technology, trends, innovation and more. Can't you afford to hire a famous influencer with millions of followers? That's OK.

In fact, more than 56% of marketers who invest in influencer marketing work with micro-influencers. In addition, mobile experiences are not only important on brands' websites, but also in other key marketing strategies. For example, 56% of marketers working with email are focused on delivering mobile email experiences to subscribers. What is the reason for the growing interest in this strategy? Well, it works. Of marketers who use native ads, more than 36% say it's effective, while nearly 50% say it's their main ROI generation tactic. Of marketers who regularly use infographics in their content strategy, 56% say that they are their most effective type of content.

On average, marketers leverage four social media platforms in their roles. Facebook is the most used social media platform, used by 64% of marketers, followed by Instagram (58%), YouTube (57%), Twitter (43%) and TikTok (42%). While writing content that can be easily shared, trying to share it with other websites, or ensuring that your publication receives links can be time consuming and challenging, research shows that this time and effort is worth it. Of the 48% of SEO marketers who use backlinks and link building, 63% say it's their brand's most effective SEO tactic, according to data from more than 1600 marketers around the world. Twenty-six percent of content creators use podcasts to reach their audiences, while 26 percent of organizations use podcasts to distribute their content.

Podcasts help you reach highly engaged audiences and create original and engaging content that listeners can easily download or play. You can also partner with influencers in your industry to create brand awareness. Interactive marketing is a strategy that involves incorporating interactive elements such as games, quizzes, surveys and calculators into your online content. It helps to capture attention and attract users on a deeper level. Whether you're creating an online game that's related to your brand, partnering with an influencer in a social media questionnaire, or incorporating surveys into the content of your website, there are plenty of ways to take advantage of this marketing strategy.

Focus on creating high-quality content that is relevant and engaging to your audience to improve your success with interactive marketing. By 2025, 95 percent of customer interactions with brands will be through artificial intelligence (AI), such as chatbots. Conversational marketing allows brands to interact with customers on a more personal level. Seventeen percent of consumers say they would stop doing business with a company if another company offered a better customer experience. Companies compete on multiple fronts (price, quality, speed of delivery), but it's all about the customer experience. Omnichannel marketing is essential for brands that want to remain competitive in today's digital landscape.

By integrating online and offline channels and offering high-quality experiences at all touchpoints, brands can establish stronger relationships with their customers and drive more sales. Whether you offer superior customer service, incorporate personalized recommendations into your marketing campaigns or deliver timely promotions via email and SMS - omnichannel marketing can help you create personalized experiences that keep customers coming back for more. Nowadays the steering wheel has replaced the one-way direction of the funnel as the focus shifts towards service at the heart of many inbound marketing strategies. In particular it's harder for teams to share data between each other - something 1 in 5 marketers currently struggle with. The HubSpot blog will periodically publish research articles on marketing strategy with data from hundreds of professionals in the coming months - updating this publication as new trends emerge. In the past video creation was limited due to expensive resources but now it's vital for brands to stay ahead by creating campaigns which resonate without having to hire a production team or marketing agency.