Digital Marketing Trends in B2B: What remains and what’s new for 2023

16 January 2023

In this marketplace, new features, functionalities, platforms, and changing customer behavior are constantly emerging. Businesses are forced to adapt to the realities of modern life, and digital marketing is changing along with it. 

By Kompass International

16 January 2023

  • Tips and Trends for Digital Marketers in 2023
  • How to Improve your Digital Marketing in 2023
  • Six Trends in 2023 Digital Marketing

It’s no secret that the world of marketing is constantly evolving, and digital has recently gained popularity in the industry. It started with the Covid-19 pandemic and many companies moved their business to the Internet. In this marketplace, new features, functionalities, platforms, and changing customer behavior are constantly emerging. Businesses are forced to adapt to the realities of modern life, and digital marketing is changing along with it.

If businessmen, companies and other businesses stop evolving by following modern trends, there is a risk of being left behind, giving way to competitors. To be on-trend, relevant to the consumer, and to develop the activity for years to come, it will be crucial to pay attention to the features of digital marketing.

However there are a lot of trends, and in this article we will try to understand what will happen with this niche and what tips can be used by businesses in 2023 to be in the right vector of movement.

Top marketing trends for 2023

Let’s move on to 6 marketing trends that will be in demand in 2023. Using them, you’ll be able to keep up with the times, evolving and improving your business.

1. The evolution of AI and SaaS technologies and their impact on marketing

In recent years, artificial intelligence and SaaS technologies have actively joined the list of digital marketing trends. Statistics show that 54% of business owners and executives using AI and SaaS technologies have increased productivity in the workplace.

Amazon and its web application are a case in point. They are using AI to analyze web queries, look at purchase histories and review certain categories and products on the site. This helps arrange hyper-targeting for products with maximum conversions.

Another example of the use of AI and SaaS technology is EasyBusiness Sales Accelerator, the use of which allows the full set of business processes to be covered:

  • Segmenting a database of potential customers, targeting
  • Lead generation and lead qualification
  • Multichannel business communications
  • Building a sales funnel and pipeline management
  • Performance monitoring and business analytics

All these examples refer to the practical application of AI and SaaS technologies in digital marketing. With their help, it is possible to increase the efficiency of reaching the target users to further convert them into potential customers.

2. Application of Bots

Chatbots and voice assistants will gain more and more popularity in 2023. They are effective not only for customers, but also for companies.

Since 2020, many marketers have started implementing chatbots for their customer service strategies, and company executives have noticed an improvement in customer communication due to digital transformation.

The main pros of such assistants are:

  1. Round-the-clock service.
  2. Instant answers to questions.

The trend will continue in 2023 and will be used increasingly to analyze the consumer behavior. In addition, the voice shopping market is estimated to reach $40 billion by 2022.

Voice assistants are improving every year. The phrases “Okay, Google” and the similar ones will soon be a thing of the past, and this can make working, communicating and finding information much easier. Customers communicate differently while voice shopping. For example, in a text search, people used to write ‘service station equipment buy near me’, but in a voice search, they might ask which suppliers or importers nearby can sell service station equipment. Businesses already need to expand keyword queries that will be related and appropriate for voice search on smartspeakers. Such a strategy should definitely be part of SEO in 2023.

3. The future is in mobile devices

In 2022, 62.06% of website traffic comes from mobile devices.

As a result, all websites, apps and programs will adapt their design for smartphones, tablets and other gadgets. A high download speed of resources is a must. Any business should take a closer look at this, in order to get a good income and more clients. Mobile orientation is one of the top marketing trends for 2023, regardless of the business.

4. More alternatives to third-party cookies

The trend in modern world is that the customer wants to reduce the distribution of personal data or to have as much control as possible over who has their information, how it is used, etc. And the big corporations in the world are forced to solve such problems.

As a result of this trend, the iOS 14 update completely changed program tracking, giving people the right to opt out of targeting and tracking. Google has followed a similar example and plans to do away with third-party cookies in its own browser by 2023.

But there’s a problem – because third-party cookies are necessary for most digital marketing methods that rely on targeting. Businesses will need to find other solutions if they plan to collect and use customer information to connect with them. We recommend using EasyBusiness digital targeting tool to help segment your target audience and build personalized lists of potential customers.

5. Using short videos as content

Short videos and reels are a popular trend on many platforms. For example, the TikTok app has more than 1 billion visitors worldwide, spending an average of 50-60 minutes per day per person watching videos.

According to Wyzowl, 88% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.

A modern man is much faster at everything than 20-30 years ago – he is affected by a large flow of information, hard work and other concerns. As a result, short content is one of the most effective methods for digital marketing for 2023. It is short content that allows you to reach more users online, encouraging them to take further action.

Video as a content tool should be user-oriented, bringing an important message. Audiences trust this kind of format. Digital presentation tools such as Booster by Kompass allow the uploading of video content without much effort.

In addition, practical tips, instructional and explaining videos, etc. are gaining popularity. These approaches provide natural confidence building, increase lead generation and target audience loyalty.

6. Virtual events

The COVID-19 pandemic has changed lives, and businesses around the world have taken personal steps to adapt to digital, virtual alternatives to work. Many brands have proved to be creative in working with customers and employees in isolation.

Now with the return of offline meetings, many consumers still prefer the virtual environment. As a result, demand for hybrid events is on the rise. Despite some challenges in this area, the hybrid event model has great benefits – companies can reach any size audience, with no restrictions on seating places, number of tickets, etc.

With a marketing strategy using virtual events, companies are recommended to create live streams using video platforms or social media, then upload content to attract new leads.

Ready for new challenges?

To stay on trend for any business in 2023, you need to be aware of marketing trends, especially digital marketing, because it is the future in this kind of market. But the most important thing is to figure out, to understand how to properly use the trends for your own business sector.

If you’re not sure which digital marketing solutions are right for you in 2023, contact us for a free consultation.


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