Changes to Google, influencers, videos and user interface are among the main points, according to Altitude Marketing
Per Essay – 03.10.2022
Digital marketing is an ever-changing arena. Innovation is on the cutting edge around every corner, and it can be tempting to fall in line with every shiny new trend you come across. According to Altitude Marketing, 10 trends are already emerging to make a difference for those working with B2B. Whether you want to sell, inform or entertain, your business can use B2B digital marketing to enhance your brand and convert potential customers. And one way to make an impact is to follow trends
Find out which points deserve your attention:
1 – Analytics landscape is changing
Google has announced that it is retiring Universal Analytics on July 1, 2023. Universal Analytics, also known as “UA” or “Google Analytics,” is what many B2B marketers use to measure engagement. Google is replacing UA with Google Analytics 4 (GA4), which is a more integrated, almost app-style analytics platform. While UA is great for tracking engagement on a website, GA4 does a lot more. It works well with marketing sites, e-commerce sites, native apps and web apps to provide a comprehensive view of how users interact with your entire brand. This is because browsers are increasingly blocking ads and third-party cookies are slowly becoming obsolete.
2 – Ad networks are moving away from Google
The pandemic has changed the way B2B marketers advertise on Google. On the Google search side, call-per-click (CPC) has been on the rise since 2020 and shows no sign of the cost going down. Because it’s challenging for B2B marketers who advertise premium services and solutions to get a good return on investment (ROI), many are leaving Google. B2B marketers turn to other networks for their advertising needs, including Microsoft Advertising (formerly known as Bing Ad), Choozle, StackAdapt and LinkedIn.
3 – Influencers are for everyone
Influencer marketing has exploded in popularity over the years, and B2B marketers are taking notice. The size of the global influencer marketing market is expected to reach USD 16.4 billion in 2022, and the numbers are expected to increase in 2023. Today’s network effect cannot be overstated due to the algorithmic control over social media. People with larger networks have a wider reach, and a positive message can have a big impact on your brand.
4 – The line between UX and SEO is blurred
In the past, websites aimed to have the best SEO for Google rankings. But user experience (UX) has become so important to Google. In fact, a good user experience is better for SEO. This means that the old SEO tricks are obsolete, which is not a problem if you have a good user experience on your site.
5 – Anti-trends are on the rise
B2B digital marketing trends that were once popular are now emerging. For example, interest in the metaverse (augmented and virtual reality applications) and Web3 (the idea of a decentralized Internet model) is stagnating and declining. NFTs are down. And traditional voice search is not useful for B2B marketing. Companies are responding to evolving voice search trends by changing the way they frame information. To answer reader questions based on intent, creators are opting for more conversational Q&A formats.
6 – Fundamentals are still important
The B2B market is seeing a push towards useful content, not algorithmic junk. Before, B2B marketing was all about getting clicks. Now people want content that comes from real people (or intelligent AI). Intelligent artificial intelligence, or human-driven artificial intelligence, will have a bigger impact in 2023 because it can use keywords and vast amounts of information to generate useful content. While smart AI won’t replace human writers, it can help automate some of the work.
7 – Use interactive content
Engagement is key to B2B marketing. However, people are tired of being tricked into working with brands. That’s why B2B marketers are turning to human-trained reviews, quizzes and chatbots that give people the ability to see things more clearly.
8 – The video is still relevant
Videos are still important to your B2B digital marketing efforts. While you may be creating video because you read it in a list of trends for the last 10 years, there’s another fundamental reason to use it: user experience. If you feel you are creating content that is best served in video format, go with video. If you’re making videos just for the sake of making videos, stop. Audiences are dealing with video oversaturation, so you only want to use a format if it makes the most sense for the user. Otherwise, you could be wasting time, money and energy that could be better spent elsewhere.
9 – User-generated content is growing
B2B companies are finding that they can leverage user-generated content to get their brand in front of more people, which increases engagement and builds trust. Consumers are 2.4 times more likely to trust user-generated content compared to business-generated content. Today, anyone can be a content producer. All you need is a phone to take photos and videos and a social media account to share content. This low barrier to entry is why the global market size for user-generated content platforms is expected to be valued at USD 18.65 billion by 2028. Now is the time to implement this into your strategy.
10 – Take advantage of digital marketing agencies
In today’s competitive environment, B2B brands spend more and more time and resources creating campaigns and other support materials. But many are struggling to keep up with the rapidly evolving trends outlined above. Running a business is hard enough, but when you throw in the need to stay on top of digital marketing trends, it becomes overwhelming. Digital marketing agencies provide the experience and support you need to take your brand to the next level.
Also Read: 8 Digital Marketing Trends in 2023 According to Shopify
Source: Altitude Marketing