7 key trends from the HubSpot 2023 report

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7 key trends from the HubSpot report to keep up with what's happening in the dynamic world of digital marketing.

The State of Marketing HubSpot 2023 is an important input to know how the digital marketing industry is moving after a pandemic and difficult economic times.

As the cost of living rises, as the great Juan Luis Guerra sings, inflation seems to be giving way, the war in Europe continues and our country is hit by the climate crisis, re-evaluating digital marketing spending strategies seems timely and urgent.

In this note, we summarize the report highlighting xxx trends together with Javier Villagrán, Fusiona strategy director.

About HubSpot's State of Marketing Report
The report published by HubSpot is based on more than 1,200 interviews with marketing managers from global companies (B2B and B2C) from all types of industries.

The surveyed marketing leaders represent nepal whatsapp lead markets across Australia, Canada, France, Germany, Japan, Singapore, the UK and the US, and answer how they are navigating this challenging year and where their budgetary bets lie.

“By reading the report you can get a fairly accurate overview of how the digital marketing industry is moving in challenging times. The main topics of conversation revolve around AI, data privacy and the success of video content,” says Javier Villagrán, director of Fusiona Strategy.

“Knowing this information is very relevant, especially at this time of year, when the budget guidelines for 2024 are being finalized. Here you can see how companies are experimenting with AI and optimizing their existing assets, such as their websites and content strategies,” Javier adds.

AI and Automation
Artificial intelligence (AI) is everywhere. Content creators and marketers are challenged to become good at handling AI tools.

AI has been at the forefront of many industry conversations. From ChatGPT to the race between Google, Microsoft and Apple to lead this battlefield, to the countless AI tools that appear every day.

It has undoubtedly been the theme of the year, as we predicted in the GPT3 note at the top of digital trends at the beginning of 2023.

Marketing budgets
Global inflation and economic instability have led to changes in corporate budgets. Faced with a difficult scenario, respondents say they will make cuts in:

Paid social media content
Printed and physical ads
In-person events
Paid email marketing campaigns
On the contrary, the channels that will remain active, even in the face of a possible economic recession, are:

Content, blog and SEO
Podcasts
Virtual events
Video
Data privacy
Increased user awareness of online privacy and government regulations restricting and protecting data use (Europe’s GDPR and the US’ CPRA) have influenced other countries to push for measures.

If we add to this context the expected elimination of third-party cookies, we find ourselves in a scenario where companies must become aware of the social and strategic relevance of data protection and how these changes will impact their business.

How will companies continue to create personalized ads that work and reach the right people while respecting the privacy of their communities?

According to the HubSpot report, 29% are exploring the use of social media for targeted ads.

28% are collecting their own data, provided by customers directly to their company.

27% are exploring Google's Privacy Sandbox API , currently in testing.

Video remains at the top of business
Instagram Reels, YouTube Shorts, TikTok. Short-form video continues its rise, allowing businesses to showcase a more casual and entertaining side of their business, their team, and their mission.

And people love that kind of content. That’s why video has the highest ROI of all media formats, followed by images, blog posts, and podcasts.

When it comes to content creation, video is not only the most powerful media format, but also the most popular—for the fourth year in a row.

24% of respondents plan to invest more in video than any other media format in 2023 and will maintain or increase investment in 2024.

“The report shows that companies are betting on video to promote their products and services, share tips and educational advice about them or the industry they operate in, as well as webinars featuring their experts and specialists,” says Javier.

Mobile-optimized web design
According to Similarweb, at the beginning of this year, 64.97% of web traffic was via a mobile device, compared to 32.86% on desktop computers and only 2.16% on tablets.

According to Google, a mobile-optimized web experience can result in better rankings in search results, where factors such as mobile page loading speed or button size are key.

So the message is clear: optimize for mobile!

Create content with your values ​​in the editorial definition
According to HubSpot, consumers, especially millennials and Gen Z, want to buy from companies that display values ​​and purpose.

69% of respondents say taking a stand on social issues like environmentalism or racial justice is an effective marketing strategy.