The Changing Marketing Landscape in 2023
Set Up Your Marketing Team for Success
Things are always changing in the digital marketing world, and that’s part of why we love it here at Reusser. But with change comes the need to adapt, and it can be tiring for marketing teams and businesses to figure out which changes are here to stay and which are just a flash in the pan.
To make it simple, we’ve identified four major shifts in the marketing landscape to look out for as you make your 2023 marketing plans.
Video (still) reigns on social
While most marketers understand that video should be a priority on social media, it’s not always clear what a video content strategy should look like for individual businesses.
It will be different for everyone, but the important thing is to start testing.
Maybe your business is well suited to TikTok and Instagram reels, but it’s okay if it’s not. You can try LinkedIn videos with an employee talking about an area of expertise, a short recorded Q&A on Facebook, or even a behind the scenes clip of your company at work.
Keep in mind that platforms like Facebook prioritize original content, so don’t worry if your video isn’t perfect. It’s more important to be genuine while staying true to your brand.
Moving into 2023, it’s not realistic to expect significant organic results on social media without the consistent use of videos. Start incorporating video into your 2023 marketing plans to keep your channels growing in the right direction.
Staying up to date with video marketing will require teams to acquire new skill sets, attract new talent, or a new creative strategic partner like an agency to fill that talent gap.
Podcast marketing is growing
Everyone has a favorite podcast (or five), but not everyone is thinking about the impact that podcasts will have on marketing plans.
Podcasts are becoming a force in the advertising world, with 2021 podcast advertising revenue surpassing the $1 billion mark for the first time—a revenue increase of 72% year over year. That number is expected to exceed $4 billion by 2024.
So, what does that mean for you?
Podcasts allow advertisers to reach niche audiences and engaged listeners. Additionally, host-read ads boost credibility for your product or service, allowing you to tap into the host’s influencer status and generate social proof.
Is there a specific audience that you’re trying to reach, like 30 year old golfers or midwest farmers? Consider podcasts as a new channel to try to reach them.
Google Analytics 4 is coming
You’ve heard about it. You’ve dreamt about it. You’ve maybe even had nightmares about it. Universal Analytics is going away in 2023, with Google Analytics 4 swooping in to replace it.
There’s no need to be scared of the changes GA4 will bring, but there is a need to prepare. GA4 is an entirely new way of tracking analytics, and brings with it a new interface.
At a high level, GA4 is built around users, moving away from UA’s session-based model. This allows for cross-platform analysis and enhanced pathing analysis. GA4 also aligns with a more privacy-conscious digital world by no longer relying exclusively on cookies.
We go into more detail about the changes that will come with GA4 in our recent blog series.
The top two takeaways?
Start moving over to GA4 now, so you’ve already collected months’ worth of data and are comfortable using the new platform when Google officially makes the switch.
You have full control over how you track the user journey and showcase ROI for your digital marketing efforts.
Marketing Agencies help fill talent gaps
One of the biggest storylines this year has been how difficult it is for businesses to find and retain talent. Hiring is time consuming and expensive, and in marketing, can lead to paused efforts and campaigns.
Agencies can help businesses avoid this downtime. Whether they’re developing a full campaign, assisting with social media efforts, or branding a new service line, agencies can serve as an extension of your team.
Here at Reusser, we partner with both long-term and project-based clients and enjoy the variety of challenges we get to help solve.
If you’re finding your marketing efforts are struggling due to hiring issues, collaborating with an agency might be the answer.
Success in 2023 amidst a marketing landscape shift
As the needs of your users shift, your marketing efforts must also adapt. From changes in the way media is consumed to the way you track data and implement change, setting up your marketing team for success starts with being informed.
If you’d like to discuss any of these changes we’re seeing in greater depth, give us a shout.
If you already know how you’d like Reusser to help fill a project gap, tell us more about it.