Andrew Scott, founder and MD of full-service marketing agency, Purplex, reveals the top marketing trends that will keep companies ahead of the game in 2023.

A few months into 2023 and the market is unfortunately still incredibly tough – companies will find that consumers are reviewing their spending habits and tightening their purse strings.

In fact, recent research from the Office of National Statistics revealed that there was a sharp rise in UK household savings rates last summer – which shows consumers are opting to save, not spend, to prepare for recession.

Hoever, it’s important that when markets get tough, companies invest more in their marketing not less. To stay ahead of the game this year, make sure these top marketing trends are part of your strategy.

1: AI and SEO working together

This year, digital marketing is becoming more competitive as companies fight to gain the top spots in Google.

In fact, many businesses are relying on artificial intelligence (AI) to write search engine optimised digital blogs and content. It’s a fantastic method for quickly and efficiently generating SEO copy and one that’s often used at Purplex.

However, while AI is an excellent tool, the copy lacks the expertise and insight that you’ll get from working with an industry trained, expert content team. Not only will they understand what terms people are searching for on Google, but they’ll also ensure the copy makes sense to the audience you’re trying to target.

2: Social media marketing reigns supreme

In 2023, marketing is moving towards a ‘social first’ landscape where social will become the cornerstone of all marketing activity.

From a B2B perspective, LinkedIn is the best channel for increasing brand awareness and getting good engagement results. Whereas for B2C marketing, Facebook is the platform installers should be using to showcase their work.

Nowadays we’re finding consumers will often go to Facebook first to research window and door companies.

In fact, more and more people are using Facebook to get in touch with a business, asking general questions and even requesting new quotes. So, it’s important installers have a presence on this platform to make sure they’re not missing out on new business opportunities.

Lockdown saw the rise of TikTok, and it’s still just as popular today. Although there’s a perception it’s mainly used by the younger generation, research actually shows that 57% of those using TikTok are over the age of 25. Therefore, it could lead to some fantastic prospects for home improvement companies in 2023.

3: The power of video

One increasingly popular marketing technique that can enhance both digital and social media marketing is video. It’s a powerful method which allows companies to connect with prospects and helps to drive real engagement online.

More than three billion people watched, streamed or downloaded video content at least once per month in 2022, and so I believe companies should be exploring how they can incorporate video into their marketing mix this year.

4: Traditional marketing always matters

In 2023 it’ll be equally as important for companies to invest in the more traditional marketing techniques as well as the digital tactics.

PR is fundamental and forms a key part of what we do at Purplex. It requires a longer-term strategy, and we often find it doesn’t always appeal to companies looking for immediate results. But with affective planning and research, PR raises brand awareness and helps to build trust time and time again.

5: Don’t forget direct marketing

Good old fashioned print newsletters or flyers are a fantastic marketing method which should be explored this year. With less people sending direct mail these days, a personalised piece of mail works incredibly well to generate new leads.

Email marketing is also a great way to create new enquiries. If you have an up-to-date and reliable contact list, you can target prospects directly in a cost-effective way and end up with some fantastic results as well as longer-term brand recognition.

If you’re marketing strategy takes all of these essential elements into consideration, you’ll give your company the best chance of success in 2023.