Every year, consumers spend differently than the year before. This is because their preferences are evolving, their priorities are shifting, and their behaviors aren’t quite how they were before. So how are marketers supposed to meet their expectations in the new year? By making data-informed predictions. To help marketers and business professionals prepare for the road ahead, we conducted a bi-annual survey of 600+ U.S. adults in January 2023 known as the State of Consumer Trends Report to learn more about the latest consumer trends and data. Here, we’ll share our top three biggest consumer behavior predictions based on HubSpot […]

Your marketing strategy can’t stay stagnant if the people you’re selling to are changing their behavior — you have to adapt and learn how to cater to them. Marketers should look for observable differences in buyer behavior to continue meeting their needs. To help marketers and other business professionals make more data-informed decisions, we’ve conducted a bi-annual survey of 600+ U.S. consumers to better understand how adults spend their money. Using HubSpot Blog Research from our Consumer Trends Report, we’ll explore the nature of the biggest consumer behavior changes between May 2022 and January 2023 so that you can keep […]

In 2022, the marketing world continued to evolve. Not only did we get the ability to shop directly on our favorite social media apps, but we also began to hear lots of the futuristic buzz around AR/VR, the metaverse, and Web3 development. As we move into another unique year, marketers might wonder if and how other companies in their industry are keeping up with everything going on. To help marketers like you keep a pulse on how other brands are doing, HubSpot analyzed data from 150,000+ companies. In this post, we’ll note the three key marketing themes we discovered and […]

As we embark on the new year, marketing managers and project leads will determine their strategy for the first quarter based on the big question, “Are we in a recession?”. Typically, a recession is considered two consecutive quarters of negative gross domestic product (GDP). The U.S. entered a recession in the Summer of 2022, but according to the Bureau of Economic Analysis, GDP actually grew slightly at 2.6% in Q3. So while we can’t fully confirm that we’re going to be in one again, we know that your marketing team is looking to you for answers. In this article, we’ll […]

If you’re a marketer, it’s likely been a very – odd – Q4! On top of racing to the finish with end-of-year reports, campaigns, and project memos, you’re also in the thick of annual planning for the new year. And, to add one more complicated layer to the mix, many marketing teams are waiting in the balance to see how our uncertain economy and the continuance of unprecedented global events will impact their work. While we don’t have a crystal ball, our final analytics report of the year aims to give you an insightful glimpse of how industries are performing […]

Marketers and third-party cookies — can you name a better combo? A few years ago, you really couldn’t. But with Google phasing out third-party cookies in 2024, marketers are busy searching for new strategies to collect user data. While 2024 might seem far down the road, over half of marketers say their company is already exploring alternative targeting solutions. And that isn’t surprising, because 85% of marketers say their marketing activities are reliant on third-party cookies to some degree, and 77% say Google phasing out third-party cookies will make marketing more difficult for them. So let’s look into exactly which solutions […]

This post is a part of The Crisis of Disconnection, a thought leadership series examining the latest research and insights to uncover how businesses can meet their growth goals, even amidst unprecedented changes to the way we work. If there’s a topline takeaway from the research that prompted us to call The Crisis of Disconnection by name, it’s this. The growth challenges you faced in the last decade won’t be the growth challenges you face in the next decade. If you’ve been following along, we’re glad you’re back. If you’re just joining us now, we’re glad you’re here. To recap, here are four things […]

The marketing world moves at the speed of light. As a marketer at any experience level, keeping up with these changes isn’t always easy. But, to succeed in the fast-paced marketing world — and maintain a sense of relevance with your audience — it’s vital to stay ahead of them. To help businesses build cutting-edge and competitive marketing strategies in 2023, the HubSpot Blog surveyed more than 1,000 global marketing professionals  — and talked to a handful of industry experts — to create this bookmarkable guide of marketing trends to watch in the next year. 1. Influencer marketing will evolve […]

This time each year, nature – as well as marketing – slows down as we head into colder seasons. As we enter Q4, marketing departments are preparing for a slowdown in business that comes as people tune out towards the end of the year. But, while seasonal change is expected and inevitable, this year’s economic shifts might cause some marketers to worry that this year could bring a flurry of poor numbers. As you see dips or bumps in early Q4, you might wonder, “Is my marketing department experiencing seasonality or an impact of outside events, or are our numbers […]

This post is a part of The Crisis of Disconnection, a thought leadership series examining the latest research and insights to uncover how businesses can meet their growth goals, even amidst unprecedented changes to the way we work. It’s no secret that reaching customers has become more challenging in recent years. Interested in going a few steps further to develop meaningful, lasting relationships? That’s an even taller order. To sustain business growth during trying times, many of us are realizing we need to reimagine how we attract, engage, and delight the communities we serve. Until recently, it’s been equally tricky to […]