Wondering what to expect for online sales and marketing in 2023? Read on to discover a breakdown of what’s in, what’s out and what we’ll see more of in the new year.
Static content is out, audio and video content are in
Video will continue to increase in popularity as brands embrace video at every touch point including web, email and social media. Instagram doubled down on video content when they released their new algorithm in 2022, and we will continue to see a preference towards more humanised forms of content like audio and video.
Focusing on CRO in isolation from the customer journey is out
Focusing purely on conversion rate in isolation of customer experience is out, as brands focus on a holistic customer experience that results in a longer lifetime journey. Customers are savvier than ever, and brands are aware that taking a short-term view and optimising CRO without considering overall customer experience is short-sighted.
Partnerships and collaborations with influencers will continue to rise
Brands will continue to embrace macro, mid and micro-influencer collaborations over celebrity endorsements as they have proven to deliver a significant ROI and impactful results. Forming meaningful and long-term relationships with influencers will be paramount to a brand’s success as customers become increasingly savvier with understanding the commercial relationship between brands and ambassadors.
Proactive brands will continue to pursue social commerce
Social commerce may not have been met with success in the US and Europe (despite its success in China) but proactive brands will take advantage of the lesser competition and will continue to pursue social commerce. They will continue to shift from traditional marketing strategies to and turn to engaging and fun content without being too promotional. Social ecommerce allows consumers to explore and buy products through social media platforms like Tiktok, Instagram or Facebook.
Digital content creators are in
While influencer marketing is still the king in 2023, many brands will also turn to content creators. Digital creators or content creators focus on creating strategic, high-quality content with the goal of educating and informing their audience. Compared to influencers who share their personal life in an attempt to persuade others to buy something, content creators focus on creating content rather than themselves. They may have a lesser following but their content is just as powerful since their content targets what the audience needs and wants.
The eCommerce industry is constantly evolving and as an entrepreneur, you have to be continually learning and be up to date with the latest trends. A key success factor for brands playing in this space is to be able to quickly adapt to new technologies and embrace the trends quickly in order to continually maintain competitive advantage over their competitors.
2023 is likely to be an exciting and daunting year for eCommerce. With an economic recession on the horizon and inflation continually on the increase, it’s never been more important for brands to remain agile.
