NEW YORK–(BUSINESS WIRE). Smartly.io’s Trends Report surveyed 100 leaders across the eCommerce, retail, media & entertainment, travel and financial services industries. The report reviewed the findings year-on-year and examined the innovations that will continue to inform digital marketing and marketing plans in 2023.
YouTube and Instagram Are the Most Popular Advertising Platforms
Customer-facing consumers are spending more and more on digital marketing. This year’s respondents indicated that the majority of spending continues to be spent on social media advertising with more than a third (37%) spending 26% to 49% of their advertising budget on social media advertising. Most plan to increase advertising sales on YouTube (79%) and Instagram (75%).
These results are similar to last year’s report, which found that 98% of respondents buy ads on Facebook and 94% buy ads on Instagram. Although Facebook has seen a decrease in ad spending since last year, Instagram continues to grow until 2023. In addition, there was a significant decrease from the 2022 report to 2023 in the number of respondents buying ads on Twitter year after year. (71% to 51%, respectively).
Advanced Digital Marketing Strategy and Automation
Last year, automation became very important for marketers and this year is no different. In fact, half of the respondents said that economic factors are one of the biggest factors in digital marketing in 2023. Despite the challenges, marketers continue to invest in digital marketing and are looking for an improved way to identify and realize that changes need to be made. find success and success.
“Seeing leaders prioritize spending on automation despite economic uncertainty proves that all brands see it as an investment that is necessary for business growth relative to the cost of doing business,” explains Lyle Underkoffler, CMO of Smartly.io. “With more marketers understanding the importance of growing creative businesses, 2023 will see more teams able to play a small role in the development process, allowing for creative marketing strategies that will create seamless storytelling and increase ROI.”
B2C Will Rely on Technology to Overcome Marketing Challenges in 2023
Entering 2023, consumer-facing companies must take steps to reduce inefficiencies in their marketing and development strategies if they want to remain competitive. Almost half of those surveyed cite increased competition (49%), improved performance and return on investment (ROI) (48%), efficient manufacturing (48%), and measurement and delivery (47%) as their top needs for marketing digital. . Further investment in technology is necessary to help address some of these issues today and in the years to come.
The results of this survey show that many brands are planning to invest more this year in tools and technologies that will make their digital marketing more effective. Technical capacity will be important not only in bridging the divide between groups but also in developing technical skills.
To read more about this research and learn how to better prepare your organization for 2023 as consumer behavior continues to evolve, download the Smartly.io research report.
About this study
Research team WBR Insights surveyed 100 people from the United States and Canada to find the results in this report. All respondents are director-level or above, including the C-suite.
The candidates hold positions in digital marketing, digital marketing, performance marketing, and ecommerce. Represents B2C companies in ecommerce, including CPG, retail, gaming, and travel. The companies represented generate approximately $1 billion to $10 billion or more annually.
Smartly.io combines the power of media automation, creativity, and marketing intelligence into the next generation of digital marketing. We serve advertisers on the largest platforms, including Facebook, Instagram, Snap, Pinterest, TikTok, and Google. We manage nearly $4B in marketing spend and support 700+ brands worldwide, including eBay, Uber, and TechStyle. Our technology and excellent customer service help marketers reach and engage their target audience, and maximize their results. We are a community of 650+ Smartlies worldwide. Visit Smartly.io to learn more.