There’s always something new happening in the world of marketing. Whether it’s an update to Google’s ranking algorithm, a groundbreaking feature that makes a familiar social media platform feel fresh, or a new way to connect with your customers, it can be hard to keep up in the fast-paced world of marketing. That’s why it’s important to stay on top of emerging marketing trends. Experimenting with the latest marketing strategies and running different types of campaigns can help you stay ahead of your competitors. What’s important for your business in 2023? Here are some of the biggest marketing trends to watch for.

What are marketing trends?

Marketing trends are the activities or strategies that brands implement to stay competitive in their industry. These trends are usually inspired by the latest technology or changing consumer demands, and help brands stay current by trying new things.

Why are marketing trends important?

Marketing trends are closely aligned with the wants and needs of consumers, allowing brands to leverage their strengths and remain relevant to their target audience. Paying attention to digital marketing trends in 2023 will help brands build credibility and enhance their expertise by demonstrating that they understand the future of the industry.

Experimenting with new marketing strategies helps brands learn different techniques, discover new tools, and ultimately find new ways to reach shoppers.

10 Marketing Trends for 2023

Marketing is constantly changing, and it can be hard to keep up with the latest trends. To help, here are 10 trends that are shaping the marketing world today. From the rise of short-form video content and micro-influencer marketing to push notifications and social commerce, these trends will help you build a modern and relevant marketing strategy.

1. Videos will be kept short

In 2023, short and concise content will be the order of the day. With the rise of TikTok, Instagram Reels, and YouTube Shorts, consumers are looking for fast-paced, easily digestible content from their favorite brands.

Micro-stories offer brands the opportunity to connect with customers on platforms where they are already spending time, and expand their reach with compelling content. To reap the biggest rewards (and to compete with consumers’ increasingly short attention spans), brands need to grab viewers’ attention within the first three seconds of their video.

Gymshark's TikTok page showcases a healthy mix of fun workout content, exercise tips, and user-generated videos, all wrapped up in short, concise clips.

2. Brands will leverage micro-influencers

Influencer marketing has been a hot topic for a long time.

Creators like YouTubers, bloggers, and Instagrammers have the tools to build their own audiences, giving them the same status as celebrities in traditional media like television and film, and amassing large followings.

Now brands are seriously considering micro-influencers with less than 100,000 followers. While big influencers can charge upwards of $10,000 per post , micro-influencers typically charge much less, sometimes as little as a few hundred dollars, or even just giving away a product for free.

Micro-influencers tend to have higher engagement rates relative to their total follower count, sometimes reaching double the 5% average engagement rate of larger influencers .

In 2023, brands will aim to build long-term relationships with relevant micro-influencers to build larger communities and increase customer trust and loyalty.

Connect with creators and influencers using Shopify Collabs. This in-app marketplace lets you easily match with relevant influencers, manage campaigns, send gifts, and offer discount codes.

Clothing brand Sperry is partnering with influencers like micro-influencer Aaricha Nichole, who has 37,000 followers on Instagram.

3. Mobile optimization will become a must

Consumers are more focused on their phones than ever before, and more and more people are spending more time and money on their devices. Studies show that more than half of annual online website traffic comes from mobile devices . Brands that focus on optimizing their mobile sites will be successful in 2023.

This is a must-have for brands targeting Millennials and Gen Z. As their purchasing power grows, they will demand sophisticated mobile experiences that enable quick purchases on the go.

Oliver Bonas ' mobile site is easy to navigate and features a floating 'Add to Bag' button so shoppers don't have to keep scrolling.

4. Blogs are still important

Blogging will continue to be a vital marketing strategy. Not only does content marketing help build brand credibility and increase conversions, it’s also one of the most common ways consumers discover new brands.

77% of people read blogs regularly, and 56% have purchased something from a brand after reading at least one blog post . Plus, because brands own their own blogs, they are not at the mercy of changing algorithms or social media trends. Blogs provide a consistent hub of educational, entertaining, and engaging content that keeps consumers on the site and loyal to the brand.

Clothing brand Madhappy created a blogging microsite called The Local Optimist as part of its content marketing strategy, where readers can browse essays, tips, and podcast episodes as part of their shopping experience.

The goal of this blog is to “provide readers with digestible, practical tools they can apply to their own lives” and “build an accessible resource for those who want to explore and learn more about their mental health.”

5. The Growth of Direct Messaging as a Customer Service Tool

Consumers are spending more and more time on messaging apps , and as a result, these apps have evolved to do more than just provide a way to chat with friends or make impromptu dinner plans.

Facebook Messenger in particular is now at the forefront of conversational marketing and is a de facto customer service channel. It provides a more authentic line of communication than email and is often faster than picking up the phone.

Chatbots enable automation and the ability to create tools and games in the context of conversations, but it’s the one-on-one human interaction that conversational commerce shines.

By enabling the Messenger channel on your Shopify store, you can automatically notify selected customers about their order status and answer their questions.

Additionally, selling and customer service on Instagram has become much easier since you can now send links via Instagram's direct messaging feature.

Sephora makes it easy for shoppers to access customer service and support through Facebook Messenger.

6. Storytelling will become more visual

Consumers prefer visual content over text, and visual content is more memorable. The success of visual platforms like Instagram and TikTok is proof of this, with 62% of millennials saying they are more interested in visual search than other types of new technologies. This trend is also reflected in search engines, with Google increasingly providing images and videos in its search results.

In 2023, brands will create rich visual experiences on their websites by adding product videos, infographics, user-generated content, and interactive images.

Drunk Elephant 's product pages are full of visual elements, including product videos, interactive ingredient lists, recipes, and more.

7. Push notifications will allow brands to reach out to customers

H&M uses mobile push notifications to deliver a personalized experience to each shopper. It keeps customers engaged by sharing relevant product recommendations and blog content.

8. Featured snippets will become increasingly important

Google's recent announcement of continuous scrolling on desktop means there's no longer a first page, second page, or tenth page, and everyone is now competing to be as high up in search results as possible.

However, traditional search results are no longer displayed at the top of the screen. Instead, they are hidden under specific snippets and “People Also Asked” sections. This means that brands need to ensure that their content ranks in these visually important sections to stand out and grab consumers’ attention.

9. Social commerce will be a game changer

Social commerce isn’t a new concept, but it’s becoming a mainstream way for consumers to shop. Features like Instagram Checkout and TikTok Shopping allow shoppers to buy directly from their favorite social media platforms, while brands can provide a consistent, integrated shopping experience.

In 2023, more brands will connect their social media channels to their ecommerce sites and sell directly through these platforms. Shopify offers a variety of social integrations that allow you to connect your store to your favorite social channels. Start selling on social right away with Shopify’s Starter Plan.

As part of its social media marketing strategy, Milk Bar links to products featured on its popular Instagram Reels.

10. Email Marketing Isn't Going Away

Contrary to popular belief, email marketing is not in decline.

Email marketing is one of the few digital marketing strategies that a brand has complete control over. While social media channels can change at the whim of the platform provider, the brand owns its subscriber list completely.

However, as the need for personalization grows, brands will need to step up their email marketing strategy to create powerful, unique experiences. This will be achieved through automated and triggered sequences, such as cart abandonment emails and personalized product recommendation emails.

Graze sends customers restock emails when their favorite snacks are running low.

How trends of a specific period affect marketing

You don't need to change your marketing strategy every time a new trend emerges, but trying different strategies at different times can help you find what works best for your customers.

Trends at a given time are often closely related to consumer needs, and trying them out can help you stay relevant to your customers. It is important to track what works and what doesn’t, so you can continually refine your marketing strategy to best suit your business and your customers.

How to Follow Digital Marketing Trends

With the rapid advancement of technology and constantly changing consumer behavior, it can be difficult to keep up with trends. Here’s how to keep up with marketing trends.

• Track trends on social media : Set aside time to check out what’s trending on social media and pay attention to any patterns in the types of content that are most popular.
• Connect with your customers : Ask your customers what content they want to see and what they expect from their favorite brands.
• Connect with industry experts : Follow trusted marketing blogs and read industry magazines to stay informed of trends as they emerge.
• Check out what your competitors are up to : Keep a close eye on your competitors' marketing strategies.

Marketing Trends FAQ