Trend 2. Local Search

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Google’s ‘Neighborhood Vibe’ and Instagram’s ‘Instagram Map’ show atmosphere and hotspots through user content. Local marketing focuses on social search, with user platforms acting as search engines. Businesses can encourage customers to tag their location and share content for visibility. For hospitality businesses, Google announces a feature that helps you find the hotspot where you can eat your favorite dish.

Trend 3. Short-form video
Short-form video is dominating social media, with email contact lists uk platforms like TikTok and Instagram Reels taking center stage. Video is essential for local marketing. According to research from Hubspot, 90% of marketers who are already using short-form video will increase or maintain their investment next year.

Instagram Reels on smartphone source: Tada Images / Shutterstock.com
source: Tada Images / Shutterstock.com



1 in 5 marketers plan to use short-form video for the first time in 2023. Hopefully your brand is already adapting to these “new” channels, especially if your target audience is on these platforms. The next step is to get your local offices or partners involved as well.

5 online marketing trends
Of course, they cannot be left out: the trends in the field of online marketing. Every year, several authors look ahead on Frankwatching. For example, my colleague Tineke and Joris Toonders (Yonego Internet Marketing) . They shared the biggest trends and developments. Including these 5:

1. Unpredictability is the new normal
All these innovations and developments are causing turbulent times. This makes unpredictability the new normal within the marketing world. Organizations need to look outside, be agile and go 'back to basics'. Also applies: stronger together, better together! In the article by Sjors van Leeuwen (Indora Management Consultancy) he delves deeper into 4 other global trends.