Marketers must keep up with the evolving nature of the world and technology. Marketing teams must reconsider how they connect with and engage with their consumers if they want their companies to succeed in the digital age.
New technological developments have an impact on marketing strategies.
For instance, video and Augmented Reality (AR) are being used more frequently these days because the technology of typical smart devices makes it easy for them to capture and receive video material. Additionally, there are more innovative methods to involve audiences thanks to the Web3 and Metaverse movements.
The idea is that in shaping how customer experiences are provided, marketing and technology are more interwoven than ever.
With this in mind, here is the list of the digital marketing trends for 2023:
1. Consent-based marketing
When Google revealed intentions to stop supporting third-party cookies on the Chrome browser, data-driven targeted advertising was essentially put out of business. Google has once more postponed the planned deprecation of third-party cookies to the second half of 2024 from its original 2023 implementation date.
Marketers will need to switch from conventional digital marketing strategies to consent-based ads in the cookie-less world of the future, where consumers voluntarily share their data. Businesses now need to concentrate on finding efficient ways to obtain, collect, handle, and keep “first-party data” from users. For this to be effective, there needs to be strong brand-user trustworthiness, so in the run-up to the deprecation’s eventual release, we anticipate seeing brands use themes of faith in their marketing efforts.
2. Immersive experiences with AR and VR
Virtual reality (VR) and augmented reality (AR) have become every brand’s secret weapon for creating unforgettable engaging experiences. Brands are utilizing this technology to create immersive brand experiences that enable consumers to connect with a product like never before. These experiences are a step up from the generic advertisements you see when browsing. This engages customers more deeply in the brand experience by making them involved players in a product or activation.
In 2023 and beyond, AR and VR technology are expected to transform the business landscape. Multiple companies, including the fashion industry, have already been impacted by these technologies, giving rise to digital fashion. A must-have for companies and businesses in 2023 and beyond, AR and VR are how we will interact to these digital worlds even as Web3 and Metaverse movements acquire traction.
3. Video content
In 2023, brands will invest more time and money into social media video promotion. Because marketers in 2023 cannot pass up the chance to leverage the power of interesting and shared content, this digital marketing trend is rapidly expanding. According to Google, the vast majority of internet users would rather view a product video before making a buy. With TikTok and Instagram videos now being listed and showing up in search results, social media videos impact has been increased that much more.
With 3 billion downloads to date and more than 1 billion active daily users, TikTok is still expanding quickly. In an effort to compete with YouTube and Instagram for supremacy in social media video, Instagram updated its algorithms in 2022 to promote more video content to users. YouTube also recently launched Shorts, a tool for creating short-form videos.
The Google-owned video network launched with an income strategy intended to entice content producers away from rivals IG Reels and TikTok. It provides creators a much higher income shares of 45% of all published material than other sites.
Additionally, Twitter and Snapchat are promoting the inclusion of more video tools and material on their respective platforms.
4. Illuminating the dark funnel
The term “dark funnel” describes a variety of unlabeled and untraceable insights that snuck in during the consumer path. The dark funnel actually comprises of places where consumers transact that attribution software cannot track, such as online groups, spontaneous social interaction, Marketing, word-of-mouth, gatherings, etc. The development of digital marketing strategies to target the dark funnel and boost consumer interaction and sales will start in 2023 for marketers who are worth their weight.
5. Interactive content
Due to its success in creating a strong bond between businesses and their audience, interactive content marketing has lately evolved from a trend to a best practice. In order to communicate with users and create a link between a brand, content, and user, interactive content typically takes the form of online surveys, quizzes, competitions, gifts, votes, and general inquiries.
Interactive content, which primarily aims to engage and amuse audiences to improve the user experience, is also used to lengthen the amount of time users spend on a platform, which helps a brand to appear better in searches and feeds.
6. Image and video SEO
There is an innovative way to look online that differs from the traditional methods of typing or speaking your search terms into a search bar. Reverse image searches uploading a picture or video to learn where it came from should continue to grow in popularity in 2023. Use Google Lens as an excellent illustration. If you see a picture of someone sporting a fantastic pair of jeans, you can upload the picture, and the Gods of Algorithms will match it to the source, allowing you to discover where to purchase your own pair.
With more companies realizing the advantages of this developing technology, reverse image (and video) search is expected to take off in 2023, creating a demand for image and video Search Engine Optimization (SEO). Marketers will need to fully grasp SEO in order to make space for optimizing their video and picture content to rank highly in searches now that Google is tracking TikTok and YouTube Videos.
7. Social shopping
Social media posts that feature goods and take users straight to the checkout with just one tap or click are recognized as shoppable posts. By streamlining the payment process, they hope to increase sales while making it simpler for you to go insolvent overnight because you had to have that coffee maker with the gold tint.
The most popular social media sites with shoppable messages are Facebook, TikTok, and Instagram. With an estimated 4.89 billion social media users engaged globally in 2023, we anticipate a greater push for shoppable posts in most significant marketing divisions.
8. AI-powered marketing
For a few years now, artificial intelligence (AI) has facilitated digital advertisers in reaching their target groups; however, as the technology develops and becomes more widely available, we anticipate seeing a continued increase in usage in 2023. Artificial intelligence (AI) is used to increase reach, improve communication, analyses data, and monitor sales in real-time, providing marketers with invaluable insight into the effectiveness of each campaign and overarching strategy.
For instance, conversational marketing combines the most recent advancements in conversational Intelligence and Chatbot’s technology to produce real-world consumer encounters. Real-time sales talks between clients and Chatbot’s are the basis of conversational marketing, which advances leads swiftly and simply through sales funnels.
These encounters offer personalized experiences and support buyers and clients during the browsing and purchasing phases. As a digital marketing development to watch in 2023, conversational marketing will likely make significant advances.