What’s Hot
Short-form video: TikToks, Reels, etc. 91%surveyed by DigitalMarketer.com said this will be bigger than it currently is.
Email marketing: 57% surveyed said email will be a bigger deal in the next 12-18 months
Youtube ads: 56% surveyed said these will be a big deal over the next 12-18 months
Honorable Mentions: AI for copywriting and design, paid communities, influencers, and sell-by-chat / SMS marketing
What’s Not
One-Touch Conversions: 43% said one touch conversions, which are the idea that somebody will arrive at your website and buy on first visit. This is becoming less common as sale cycles are beginning to be longer.
Organic Social: 34% surveyed said organic social because all these things have gotten much harder to do now
Honorable Mentions: Facebook groups, chatbots, influencers (marketers aren’t sure where they will land in the coming months)
Big Trends We Are Seeing Now
Subsidized customer acquisition cost (CAC) is dead: No longer is CAC being subsidized by big social media companies. Reality is, it just costs more to acquire customers now. For example, in 1999 on google organic you could rank on the first page of google just by keyword stuffing a bunch of keywords in the bottom of the page. Then it became harder when you had to buy clicks. Then Facebook ads came out and they were dirt cheap. The trend has always been that it is easy in the beginning and then it gets harder and more expensive. It was less expensive because these big companies were subsidizing our customer acquisition costs. The big new media companies (Google, Meta, TikTok) have been subsidizing our customer acquisition costs but the reality is to acquire a customer just costs more than what most of us have had to invest.
Sales cycles are expanding: Consumers are still spending but they are taking longer to make buying decisions. They stay in the research stage of the purchasing cycle for even longer now.
What We Should Be Doing For 2023
Emails - time to make email social again. Start having conversation based emails to insight interaction. Email used to be our primary way of online conversation so it is time to switch back to this. Try to optimize for the conversation instead of the conversion. Change call to actions to reply to the email. Do this by making your CTA a question that a consumer would naturally respond to. Write casually like you would to a friend, short and choppy.
If you aren’t already doing this type of digital advertising, talk to us and see how our social driver package can help you start using short videos, emails, and youtube ads or try our CRM driver, which incorporates making emails social again by having a conversational tone!