Editor’s Note: This post was originally published in 2020 and has been revamped and updated to provide the latest trends and dos and don'ts in digital marketing.
When it comes to marketing, one thing is for sure -- change. The marketing landscape is always evolving due to technological advancements, changes in consumer behaviors and buying preferences, and the newest trends in marketing strategies.
Top Marketing Strategies and Trends for 2023
Therefore, we’ve compiled our annual list of the top 12 Dos, Don’ts and Stop Its in Digital Marketing Strategy for 2023. Collected from customer feedback, top industry resources and our expertise in coaching clients, here are our team's top tips for 2023:
Top 12 Dos, Don’ts and Stop Its in Digital Marketing for 2023
12. Stop Fueling Digital Fatigue
“Digital fatigue is real. What has worked for the last two years may not work in 2023. Marketers need to evaluate their marketing strategies to create targeted, highly personalized campaigns that engage the right consumers, at the right time.” - Mike, Business Development Specialist
Consumers are spending more time glued to screens than ever before. They're bombarded with digital content, ads, online events, live streams, etc., which means they have naturally learned how to “tune out” what doesn’t stand out.
Therefore, personalization is key. Create interactive content that's truly valuable to your audience. Use conversational marketing to engage in real-time conversations via online chats and messaging apps. Develop out-of-the-box campaigns that stand out, engage and win customers.
11. Don’t Forget About Your Current Customers
“As the world recovers from the many ‘unknowns’ experienced in the last few years, customers have the desire to feel secure and are buying more from brands they trust. Take time to look at how you can surprise and delight your current customers.” - Mary, Director Of Client Services
Since it’s more expensive to get new leads than it is to upsell existing customers, one of the quickest ways to grow revenue in 2023 is to focus on your existing customers with retention marketing. According to Forrester, firms that earn greater trust with their consumers and employees drive more people to behave loyally through retention and advocacy,
Offer loyalty programs that reward members for spending. Engage your top customers in product feedback. Offer incentives for referrals and sharing on social media. Create exclusive online events for your biggest fans. Send text message appointment reminders and emails with product tips and personalized thank-yous.
10. Do Account-Based Marketing (ABM)
“An outcome of the world going digital is a growing demand for personal experiences. This is where ABM thrives. ABM is all about taking a personalized approach that builds and nurtures individual relationships.” - Kelly, Senior Content Strategist
As mass marketing becomes less effective, account-based marketing (ABM) continues to grow. It’s one of the most in-demand and successful forms of B2B marketing today.
Strategize your approach with sales, as ABM must be a collaborative effort between marketing and sales. Build a solid list of key target accounts. Individually tailor campaigns and messaging to nurture these relationships. Send creative gifts that start the conversation. When done right, the ROI is high on ABM.
9. Do Take Data Privacy Seriously
“Even secure websites get hacked. To keep your website secure, it’s crucial to continuously monitor it and conduct routine website security audits.” - Chris, Director of Web Ops
Unfortunately, cyber-attacks and security breaches on websites are pretty common these days. Whether caused by a technical loophole or a sophisticated attack by a cybercriminal, no business wants to deal with a hacked website.
If you don’t want your website to fall prey to an attack, it’s crucial to implement the latest website security features. Conduct a website security audit to uncover vulnerabilities and mitigate risks in the future.
8. Explore Artificial Intelligence (AI)
“Even with its fast-paced growth, AI is still new and in its early stages. That’s why it is essential to start pinpointing use cases and researching how AI is best suited for your company. Remember, marketing still needs humans.” - Jessica, Director of Creative Strategy
AI is one of the hottest up-and-coming trends dominating the marketing discussion. You're already likely using it without knowing. And from image creation to copywriting, AI capabilities are expanding every day.
But take them with a grain of salt. Not every AI application will make sense for your business, and some may have legal implications (like whether AI-generated content can be considered plagiarism). Evaluate the systems available to see which can help you create efficiencies.
7. Do Get to Know Your Audience Better
“To stay competitive, you need to put your customers first. That means knowing who they are and how they buy so you can adapt your marketing strategy to their needs." - Jessica, Content Strategist
Do you know who your prospects and customers are - what their roles are, how they buy, and what keeps them coming back? If not, it's time to create personas and buyer's journeys that help you understand who you're selling to and what they need. These should form the backbone of all your marketing and sales activities.
(By the way, we're not talking about "personas" that read like a paperback novel. We're talking about personas created with data gathered from the real people who buy from you.)
6. Stop “Getting By” with an Outdated Website
“Everyone goes online for nearly everything nowadays. If your company’s website is outdated or not user-friendly, you are limiting your potential and putting your business at risk.” - Tyler, Director of Operations
Your website should not be the same as it was even a year or two ago. Online experiences and expectations have changed. Consumers demand ease online or they’ll leave. They expect personalized experiences along with the ability to purchase online.
Websites nowadays include features such as online event scheduling, built-in video conferencing, interactive calculators and more. Update your website to add features that help you interact with customers online. If you have not yet done so, start with a website consultation and audit to map out gaps and optimizations to stay ahead of the competition in 2023.
5. Don’t Disregard the Death of Third-Party Cookies
“The use of data in marketing will change as third-party cookies are phased out and more consumer privacy laws go into effect. Companies need to find a trusted source to stay on top of these changes.” - Mark, Director of Marketing Analytics
Third-party cookies have been the standard targeting method for as long as digital advertising existed. As the industry moves away from cookies, new solutions, tools and technologies will be developed with a privacy-first approach. How these alternatives will function are still unknown. What we do know is that the most effective marketing is fueled by accurate and timely consumer data. Stay on top of the changes to keep a targeted approach to marketing.
4. Do Send Direct Mail!
“Direct mail - done well - is a great way to tap into consumers' desires for more personalization with a physical touchpoint.” - Jenna, Marketing Specialist
Today’s direct mail campaigns are highly targeted, stand out in imagery and messaging, and are part of an omnichannel marketing strategy. Direct mail is a great way to get something tangible in the hands of your target audience. From a direct mail piece, data shows consumers will visit a brand website and follow a brand on social media. Therefore, incorporate direct mail into your marketing strategy to create a seamless customer experience across all channels.
3. Stop Recruiting the Same Old Way
“Recruiting today is not about the individual jobs, but more about your company's culture and people.” - Kurt, Project Manager
With record numbers of people making career shifts, competition for talent is fierce. Therefore, shift the way you think about recruitment. The thing people care about the most is how companies treat their employees. Invest in a recruitment marketing strategy that shows your authentic company personality and culture.
Post employee events and successes on social media. Encourage employees to share their stories via video testimonials. Use digital tools to communicate and build relationships with prospective candidates to keep a full pipeline. But most importantly, if there are areas in your culture that can be improved, fix them!
2. Don't Underestimate the Power of Well-Edited Content
“The correctness and consistency of your marketing materials are directly linked to your credibility as an organization. Therefore, if there are errors or typos in your marketing, your customers are less likely to trust you or take you seriously.” - Laura, Content Editor
You may have seen memes or social media posts that say “Grammar Matters” or marquee boards with silly errors. While these give us a good laugh, there is a deeper underlying message here: Grammar errors make you look bad – period.
While making sure that your print and digital marketing materials are grammatically correct may seem like an afterthought, in reality, it’s actually very important. Anything associated with your brand is representative of your organization - and can leave a lasting impression on prospects and customers.
1. Do Implement a Plan for Stability
“In today’s world of constant change, have a partner you trust who can provide expertise and stability in your marketing strategies.” - Patty, MBA, CEO
One of the biggest benefits of partnering with a marketing agency today is the stability they can bring to your program. With the constant change in the world, economic uncertainties and high turnover in the labor market, a trusted agency partner keeps your program on track to achieving your revenue goals.
Not only that, an agency can bring a fresh perspective to your marketing strategy and give you an entire team with specialized skill sets across many areas of digital and traditional marketing. Partner with a marketing agency that provides you a solid foundation, expertise and the guidance you need to exceed your goals in 2023.
Ready to propel ahead in 2023? Looking for a partner to guide your team to success? Request a complimentary coaching session with Marketing Essentials today.