Between social networks, influencer marketing, and the various marketing channels used in 2022, marketers must determine which one will be most effective in 2023. These key figures will allow you to establish an effective content marketing strategy now!
Faced with the rapidly increasing demands of consumers, you must keep up to date with the marketing trends. That’s why HubSpot conducted a survey of 158 B2C and B2B marketers in France during the summer of 2022. It also surveyed 1,600 other marketers in Japan, the United Kingdom, Australia, the United States, Germany and Canada to determine the latest global trends. Regions, specifying those that are most dominant in France.
The purpose of the analysis was to clarify:
- new trends in marketing;
- Most used channels by marketers;
- how to interact with consumers;
- Marketing strategies that work the most;
- The most satisfactory channels and those that are no longer used.
The results are real information to better prepare you for the year ahead!
Social networks: Most popular marketing channel for about 44% of marketers
In 2022, 44% of marketers use social media as their main marketing channel for their advertising campaigns. 80% of brands regularly use paid formats to advertise. To avail better return on investment, most of them invest on popular platforms like YouTube, Instagram and Facebook.
However, many businesses are increasingly turning to paid campaigns on Twitch, TikTok, Pinterest, Reddit, and Tumblr.
75% of marketers have an influencer marketing budget
In the first half of 2022, 75% of marketers are investing some budget in influencer marketing. More than 40% of them work with influencers to promote their products, services or brands.
Worldwide, brands are investing 50,000 to 500,000 euros in influencer marketing. Not so in France where less than 10% of brands spend more than 50,000 euros.
As influencer marketing continues to grow, marketers prefer to increase their investment in influencer marketing platforms such as YouTube, Instagram, TikTok, and Facebook. However, there their spending drops, especially on Twitch and Snapchat.
31% of marketers use email
About 75% of marketers consider the return on investment provided by email marketing to be excellent or good. Nevertheless, 31% of the marketers surveyed use this channel. Actually, due to privacy issue, companies can no longer collect data as before. In order to engage and build customer trust, they must respect the various changes in this area to protect consumer data.
For example, the Apple MPP or Mal Privacy Protection Regulation, allows Apple users to download content in private mode by hiding their IP address. Launched in 2021, this set of measures aims to protect consumer data. Indeed, thanks to this standard, it is impossible to give the user a geolocation, to know whether he has opened an email, or how many times he has performed this operation.
If users can browse with confidence, marketers, meanwhile, marketing managers may not have access to the vast amounts of information needed to run email campaigns. In addition, many browsers have decided to remove third-party cookies, making it even more difficult for marketers. Soon Chrome will be included in the list of such browsers.
21% of marketers use SEO
Only 21% of marketers use SEO to attract as many customers as possible. However, this channel brings in a third of the visitors from all the sites combined. In addition to adopting the ever-evolving algorithms, marketers must master various SEO techniques to be successful in their campaigns, especially mobile optimization of their content.
53% of marketers post content daily
From 2019 to 2022, video remained the most dominant format for businesses. It is usually the brands and customers who create and re-share the videos.
70% of marketers surveyed use video as their primary format for delivering content to their followers. On a daily basis, about 53% of French marketing managers surveyed post content on their web support, with case studies and interviews being particularly appreciated. On Instagram and TikTok, the short video format is a notable success.
For B2C and B2B marketers, Instagram is the most profitable platform as it generates the most revenue. YouTube ranks second behind this social network, although it is not yet widely used in France.
For this year 2022, more than 50% of French marketing managers have decided to launch their advertising campaigns on TikTok for the first time. Since the competition is still low, BTOB companies can easily reach their target and increase the number of their customers.
Source: Inbound Marketing Status 2022