Successful digital marketing responds to shifting customer tastes and market circumstances. As a digital marketer, this isn’t always simple- especially with a constant stream of new digital marketing fads to complicate your job. To make matters worse, Facebook and Google’s algorithms change several times per year, rendering your SEO strategies obsolete if you don’t keep up.
Keeping up with the latest developments in digital marketing can help you to retain customers, scale your company, and remain ahead of the competition. In this article, we will dive into some the predictions experts have for digital marketing in 2023 and beyond.
Livestream Content and Short-Form Video
Video advertising has some of the highest lead generation and conversion rates of any digital marketing strategy. Even tried and true trends in digital marketing, however, are susceptible to evolution and revision- the same is true for video. According to Conviva’s State of Streaming report, 23% of worldwide viewing time is spent watching live content on platforms such as Facebook and Instagram, while the remaining 77% is spent watching on-demand content. This, I believe, is due to people’s fear of missing out. This type of material draws them in, allowing them to be among the first to learn about breaking news. Shorter video lengths require increased marketing efforts to maintain the viewer’s interest in the advertised goods or services. People tend to click away from professionally produced and edited videos as they can feel unrelatable and inauthentic.
More Focus on The Customer Experience
It’s predicted that consumers in 2023 will be most concerned with having a memorable encounter. This is not to say that cost and quality should be overlooked- both impact our satisfaction in selecting, buying and using the items we spend our hard-earned money on.
The traditional purpose of technology in this field has been to facilitate simplification and reduce user frustration. Consider online customer-service portals that handle issues and after-sales assistance, as well as recommendation algorithms that assist us in deciding what to purchase. Although these will still be important in 2023, the game has shifted, and this year’s buzzwords will be engagement and interactivity. This will be particularly true in the metaverse, a term used by futurists to describe the “next level” of the online platform, where we interact with companies and other consumers in fully immersive, 3D, virtual settings.
Brands Need to Hold Themselves Accountable
It is becoming clear that today’s consumers value societal responsibility, integrity, and transparency. One in every two millennials and one in every two Gen-Zers are more likely to support companies that advocate for social causes. Businesses’ advocacy efforts have a significant impact on customers’ spending patterns- as a result, businesses are shifting their social media strategies to highlight inclusive activities, promotions, products, and the issues or goals to which they are dedicated. While this may not immediately increase product sales, it is a thoughtful and productive method to demonstrate social responsibility and authenticity.
Bring Back In-Person Events
Looking back on the voyage thus far, we can see that it has been anything but smooth, with unexpected dips and increases in Covid-19 infections. However, the prognosis for next year is more optimistic. According to a MarTech survey of 200 respondents: “In the first half of 2023, nearly twice as many respondents said they were “extremely likely” rather than “extremely unlikely” to attend in-person events. For the second half of next year, optimism prevails, with 80 “extremely likely” to go to live events, and 40 more checking in as likely or highly likely. Only 19 people were still “extremely improbable’ to board.”
Gamification
Including interactive elements on a website is a great way to give users more of what they want, encourage them to explore the site, and gain insight into your target audience.
You may be wondering, what exactly is gamification? Gamification is the use of game elements on websites, and it represents a new path in digital marketing. Although this is an oversimplification, many businesses are progressively incorporating game design elements into their marketing strategies to increase client retention, word-of-mouth advertising, and revenue.
With 80% of smartphone users playing mobile games on their devices, it’s easy to see how gaming could be a draw in ecommerce as well. Consider the pre-digital version of the McDonald’s Monopoly game. To progress in the game, players had to buy specific items from the menu. Simple to execute, yet extremely effective. To improve your company’s visibility, try incorporating some games into your digital marketing strategy. There are many ways you can do this- for example, you can have consumers spin a wheel to win a discount they can use on your site.
Podcasts
A company’s ability to tell its story via podcast, accessible from any internet-connected device, can benefit today’s always-on consumer base significantly. It’s up to you, as with any content-creation site, to work out who you want to listen in. The length of the podcast will be determined by the discussion and audience involvement. Therefore, you should expect to start with topics that pique their interest.
The Metaverse
One of the most talked-about trends of 2023 in digital marketing is the metaverse. The metaverse is a broad word that refers to a variety of immersive virtual experiences that take place online, typically in collaboration with others. Starbucks, Nike, and a slew of other major corporations have revealed metaverse experiences. While the metaverse is generating a lot of buzz, most companies do not yet have practical use cases (or a return on investment). In the meantime, you can start experiencing the metaverse on your own. Search for up-and-coming business opportunities to join and monitor others in your respective industry.
Artificial Intelligence
For the most part, all marketing is powered by artificial intelligence (AI). AI integration into almost every digital marketing platform has been one of the more subtle digital marketing trends that has emerged over the last few years. AI algorithms decide which social media posts you interact with, which search results you see, and even which advertisements you see. AI is making marketing smarter by directing customers to the most relevant goods and messages. As a business owner, you should learn about AI and how it is changing core aspects of digital marketing strategies you may be using to promote your company. Understanding how the algorithm works and how it impacts your results is necessary in order to optimize your content strategy.
Influencers
Influencers are in high demand. As the digital advertising landscape becomes increasingly crowded, businesses must discover new ways to reach their target audiences. Influencers are increasingly providing chances for businesses to break through the noise with organic-looking content. Influencer marketing has been on the rise for years, and this pattern will only continue as influencers amass larger and larger audiences that marketers can exploit. As a business owner, you should investigate chances to incorporate influencers into your digital marketing strategy for 2023. You should also study how your competitors or other separate industries are using influencers to boost their advertising results.
What Now?
With all of these digital marketing strategies, it can feel overwhelming to figure out a digital marketing campaign that is effective. In 2023, it is essential that you use these new digital marketing strategies in order to keep your business competitive with others in your industry. Since digital marketing can be a full-time job, it can be helpful to hire a premium digital marketing expert to handle your campaign for you so you can sit back and focus on running your company.