Is product marketing an art or a science? If it’s done properly to meet the demands of 2023 consumers, you’ll find that it’s both. Ignore trends at your peril since trend tracking has become even more critical given the cacophony of media messages that dominate consumers’ days and nights. Use these ten trends artfully to ensure your 2023 product marketing efforts are on target.
Product Marketing Strategy Trends
According to Entrepreneur contributor Parwinder Singh, “The dramatic growth of digital platforms offers new strategies to play with to grow your presence online” because the communication path best known as social media is so powerful. Personalize your ads and campaigns and explore the universe of advanced personalization “Deepfakes,” technology that evokes emotion and hooks consumers. Using machine learning paired with artificial intelligence, Deepfakes generates audio and visual content, and if you use it with the right strategies, it can be a goldmine.
Outward Media, Inc’s Paula Chiocchi states that intent marketing should be every product marketer’s ultimate goal. She tells Forbes magazine Agency Council members that ferreting out “buyers who are ready to buy” requires tools and insights to unearth folks searching for the solution only you can provide. Chiocchi adds that when intent monitoring techniques are combined with actionable insights, product marketers will arm themselves with a “powerful way to impact business growth.”
Product lead strategies
For savvy marketers who have already realized that a huge sales team is no longer the way to place products, adopting a product-led strategy instead can pay maximum dividends, notes Beamer.com CEO Spencer Coon. Citing a 2021 Openview Partners report, Coon says that targeting the right products – items that solve user needs and solve problems is key since “almost all companies going public in 2021 mentioned product-led growth in their filings,” a cost-effective approach to striking the right chord with investors. Toward that end, marketers must understand product-qualified lead profiles and compelling messages, and gathering feedback to determine the worth of new features is critical.
Charley Gale of the Product Marketing Alliance predicted a move from “purely IT/CISO spheres to mainstream culture for the first time,” when stating a prediction proving to be even more critical as time passes. Acknowledging the “work from home” movement that has morphed from rare to “the new accepted norm,” new emphasis on security solutions to combat massive threats from nation-states developing more sophisticated digital tools, the need for cybersecurity that protects homes and small businesses couldn’t be more important.
Story-driven content visualization
Which virtual hitchhiker would you pick up: The one with a sign reading “Los Angeles” or the one that reads, “Going home for Thanksgiving”? Fanciful stories grab attention. Load your product marketing with tales accompanied by visuals. Brand storytelling has no equal, as proven by the explosion of “image-focused platforms like Pinterest and Instagram,” said Marketing Insider Group experts. Scientists have proven that 65% of humans are visual learners, color boosts the desire to read by 80%, and if you employ a video, 85% of viewers are likely to buy the product.
Branding amid realities of misinformation
At no time in the history of marketing have professionals faced the amount of misinformation currently being circulated that sways huge swaths of people to buy into what might otherwise have been obvious lies in a less-vulnerable environment. Marketing Week, a bible of the industry, named branding amid the realities of misinformation one of its top 5 2023 marketing trends, based on Reuters Institute for the Study of Journalism research findings. Thinking about the context in which consumers interact with campaigns has never been more critical. Toward that end, ad placement and the importance of choosing “brand-suitable partners” to propel campaigns are projected to remain hot-button issues for product marketers.
Influencer marketing goes mainstream
If you haven’t noticed brand influencers’ domination on the consumer product scene, you haven’t been paying attention. Throughout 2023, the industry is statistically likely to adopt influencer marketing techniques so deeply that nothing will stop it from becoming a common marketing tactic, says Spot Hub, marketing analysts. Borrowing facts and figures from global resources, 34% of marketing professionals say they’ve upped their influencer marketing investment, prioritizing this over short-form video marketing and mobile web design. Must you engage a celebrity to sell your products? No need. “More than 56% of marketers who invest in influencer marketing work with micro-influencers.” These “everyday people” offer fresh perspectives that are extremely appealing.
Fewer sales teams; more strategic partnerships
A trend toward a shortage of sales professionals driven by low morale, burn-out, and retirements isn’t going away soon, Sridhar Ramanathan of the Avanti Group, told Advertising Week readers. This void is being filled in 2023 by strategic partnerships. Former reluctance to import outside resources has dissipated as “specialized agencies for public relations, advertising, creative and SEO” are replacing sales personnel. Companies moving in this direction benefit “from the scale, agility, deep expertise and tangible outputs that today’s product marketing firms can deliver,” adds Ramanathan.
The future of events is hybrid.
Forced by the COVID epidemic, the product marketing industry’s clever response to using resources like ZOOM as a substitute for the live events driving product sales at everything from rock concerts to sports events triggered a new genre of event staging, says product marketer John Hall. Their 2023 insights were featured in Inc.. Hall says that the hybrid marketing event is a game-changer, even as some events have returned to being staged live. Over the past few years, consumers have become more accustomed to virtual events. Further movie chains, concert organizers, and sports entities have complied by bringing all programs into consumers’ living rooms. “Increased spending on social media and other digital platforms helped make these events successful,” writes Hall, and “many consumers are happy to keep things virtual.” Most product marketers agree that catering to both universes is the wave of the future.
Find ways to increase the per-customer value of orders (AOV)
As the pandemic proved, workarounds are the saviors of creative product marketers and if new ideas come along, reaching buying audiences will always make trend lists. One of the ways to compensate for less traffic is by using methods that increase the average order value of the consumers you reach. For 2023, Outgrow.com analysts recommend pumping up product promotions using clever interactive experiences like embedded recommendation quizzes that invite engagement, adopting a livelier minimum order discount strategy, pursuing customer loyalty programs, and exploring Omni-channel marketing to communicate with your audience. Using this “consumer-centric approach,” omnichannel marketing lets consumers engage with brands via innumerable channels across in-store and digital platforms.
Use these 10 statistical tips to drive your 2023 marketing efforts
- Have a clearly defined digital marketing strategy. 45% of all organizations don’t have one, even though it’s impossible to achieve success without this key component.
- Visual content is no longer an option. 74% of online marketers rely upon visual content 70%+ of the time.
- Blogging is critical. Posts with at least 2000 words are the most successful due to increased SEO seeding and higher quality content only made possible by longer posts.
- Make friends with Google. 74% of all worldwide search traffic is generated by Google. Long-tail keywords are especially powerful because they refine searches for consumers, so they don’t waste time on searches.
- Use video on your landing page to boost up to 86% conversion rates. Further, “30 or more landing pages generate 7 times more leads than those with fewer than 10.”
- Pack your campaign with infographics. Infographics are shared 3X as often as other social media visual content.
- Prioritize social media. Become an equal opportunity social media user, employing Instagram, which has 84X more traffic than Twitter and 10X more than Facebook.
- Don’t discount LinkedIn. Over 1 million LinkedIn members publish content weekly during an average of 17-minute visits on this platform. 91% of marketing executives say LinkedIn is the first place they turn for quality content.
- Rely on YouTube to elevate your marketing campaign. One billion hours of videos are watched on YouTube daily; it’s the preferred source for 83% of global consumers.
- No matter which tools on this list you use to drive product marketing video efforts, make sure you launch every video “with a bang.” You only have 2 seconds to grab attention, and this trend shows no signs of diminishing.