Digital marketing trends and strategies are continually evolving, and before you even know it, a new digital marketing trend will be on its way. If time travel were possible, every marketer would fast-forward to the new year for clues on what’s next in digital marketing. Since we still reside in the age of predictions, we have to settle for a forecast of what’s to come and build a case for what digital marketing in 2023 would look like. Buckle up, because we’re about to take a ride into the future and check out the top digital marketing trends for 2023.
Artificial Intelligence in Online Marketing
1. Smart Speakers: A New Channel for Digital Marketing
The proliferation of smart speakers is one of the significant developments in recent years. According to the Social Report, around 56 million smart speakers were sold to consumers in 2018, and smart speaker makers will sell about 94 million devices in 2019—increasing the installed base to 207.9 million by year-end.
The growth of smart speakers is a glowing opportunity and is soon becoming a prime channel for marketers to place advertisements and market their products and services. These are the two ways your business can embrace smart speaker marketing and advertising in 2023:
- ‘Branded Skill’ or ‘App’
You can create a branded Alexa Skill or Google Home app that is relevant to your brand, and provide a useful service to your audience. Marketers are using Alexa Skills to connect with their audience by offering them industry news, relevant products, and more.
- Flash-briefing
Flash Briefing on Alexa is becoming a popular way to get the morning news, weather, and other day-to-day information. The users are allowed to pick and choose the news sources, podcasts, and other ‘Skills’ that they want their smart speaker to play.
2. The Rise of Voice Search
Another prominent development impacting the digital marketing world today is the extensive adoption of voice search technology. Voice search is changing the way search marketing professionals optimize websites to rank for targeted keywords and queries.
It is estimated that in 2020, 50% of all searches will be voice searches, opening up new marketing avenues for digital marketers. There’s an extensive list of things you can do to optimize your site for voice search, and the most significant of them is to use long-tail keywords like “most expensive women's clothing brand” instead of a shorter keyword like “clothing brand.”
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clothing brand |
Undefined primary keyword and doesn’t focus on a specific audience |
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most expensive women's clothing brand |
Defined keyword and caters to a particular audience |
3. Chatbots in Marketing
The next digital marketing trend is using chatbots to market and advertise. Businesses have been using chatbots for quite some time now, and marketing is capitalizing on the trend in a significant way.
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Chatbots on Social Media
Chatbots are finding multiple applications in digital marketing—helping brands interact with customers better and offer them a superior experience. For instance, Uber now allows users to request an Uber ride through their Facebook Messenger app. By integrating marketing channels with the point of purchase, chatbots are not only making the customer experience more seamless but shortening the purchase cycle too. -
AI-driven Chatbots
An AI-powered chatbot is capable of delivering a personalized experience to clients and customers. Bank of America’s chatbot is capable of handling any customer query, with predictive analytics, can anticipate customers' needs and guide them through complex banking procedures. These chatbots can even help customers to make payments, check balances, or save money. These experiences are going a long way in assisting brands in positioning themselves as ‘customer-first.’
4. The Age of Augmented Reality (AR)
The next and most promising digital marketing trend is Augmented reality (AR) has seen raging popularity over the past few years and is predicted to outpace VR in 2020. It has made its presence in digital marketing too and is one of the hottest trends in the field.
AR is already being used by large companies like IKEA. Launched in 2017, the IKEA Place app lets customers see exactly how the furniture would look - and fit - in their homes, even before purchasing their products. This brand of marketing, commonly termed as ‘experiential marketing’ is helping brands like IKEA, give customers those unique experiences that make a difference between purchase and drop-out.
Image Source: IKEA Place App
Targeted Marketing
1. Personalize Your Marketing Efforts
The success of your marketing campaigns depends on how well you know your audience. With digital marketing, you collect tons of data with every interaction that you have with your customers or prospects. And that is what the next digital marketing trend focuses on. Advanced Business Intelligence tools are increasingly being used to help you make sense of this data—create accurate buyer personas and draw valuable insights relating to customer preferences, behavior patterns, and more. With these insights, you can create personalized communications and campaigns.
Create Unique, Personalized Content: Personalization can even help you stand out from the crowd by creating unique content that improves brand retention and recall with your customers. Coca-Cola’s ‘Share A Coke’ campaign is an excellent example of this. By printing common first names on Coke bottles, the campaign drew millennials in large numbers and boosted conversion rate and sales.
Personalized messaging is increasingly becoming the way to go and the next digital marketing trend you need to watch out for. It not only builds interest in the product or/and brand but helps build stronger and more personal relationships with your customers too. You can retain your customers by showing your gratitude, by sending an email wishing them on their birthday, or sending a thank you email for joining your email list.
Image source: BirchBox
Target Specific Audiences: Microtargeting audiences and designing communications specifically for them, is another approach that is picking up. For example, if your audience likes movies, you can email them movie vouchers or coupons, as a giveaway. You should also try using references or design elements of a particular movie in your email campaigns, blog posts, etc., to offer a more personalized experience through content, and increase conversions.
Make Product Recommendations: Learning about your customer’s buying habits, a past purchase is a great way to market your products and services. And that's the next digital marketing trend you must focus on. More and more eCommerce industries have started using this strategy to offer more relevant product recommendations for their customers, and occasionally send emails with recommended product catalogs.
According to a study by DigitalCommerce, product recommendations have proven to improve conversion rates by up to 915 percent. Therefore, leverage your segmented list to recommend your products and services to your customers, make a way for this digital marketing trend, and stay ahead in your marketing game.
2. Communicating on Private Messaging-apps
In 2023, it’s time for businesses to start stirring their focus on how to adequately employ private messaging apps. Smartphone messaging apps like WhatsApp, Viber, and WeChat have gained a lot of popularity in recent times. Businesses are embracing the effectiveness of private apps as well as private messaging groups. WhatsApp has a massive database of 1.5 billion active users in over 180 countries, and marketers can position their products and services to numerous people, without even bringing them to their website. Another WhatsApp functionality helps you set up WhatsApp Business accounts and use Facebook ads to let WhatsApp users call or message their customer support team with a single click.
To add on the list, Facebook has also confirmed that ads will be coming to WhatsApp in 2020, as part of the app's 'Statuses,' which means marketers should begin strategizing now and make the best use of this platform.
Interactive Marketing
1. Drive Interactive Content Marketing
To engage the audience better, more and more marketing professionals are turning to interactive marketing content. Based on data from Inc., interactive content is up to 23 percent more effective than traditional static content - and that is what the next digital marketing trend is going to be.
With interactive marketing content like quizzes or polls, you can invite users to connect with your brand. Another brilliant example of interactive marketing is an engagographics that can make flat, boring infographics, much more fun while also providing users with the relevant information and facts they’re after. A few benefits of interactive content:
- Helps in personalizing user experience
- Additional response and social shares from user
- More engagement with the users that leads to more brand awareness
2. Focus on Visual Content
Visual content helps you add emotion, say more in a shorter time, and make your communications more powerful and memorable. According to Digital Marketing World, by 2021, 13 percent of all internet traffic will consist of live video. Almost all social media platform supports live video streaming today, and it is only expected to soar in 2020.
Another example of visual content is a LookBook.The Dutch clothing retailer Scotch & Soda used the LookBook to capture the creative inspiration behind its Spring/Summer collection. The interactive design elements provide an engaging experience that drives sales and increases the time spent on their website, while the content communicates authenticity and the brand’s identity.
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Top Digital Marketing Trends in 2023
Here are the top eight digital marketing trends to watch out for in 2023:
1. Metaverse
The Metaverse is often referred to as a virtual world within a world, and Meta (Facebook) is the current owner of the Metaverse. It is an undiscovered digital universe where virtual or augmented realities interact to create an interactive environment for everyone.
Having a digital representation of oneself in a future world where you can do anything you want seems like it has much in common with video games.
Social trade is now conceivable because of a network of realities/virtual universes where space exists nearly everywhere. That's why today's digital marketers have discovered a way to fill that void and create a brand-new kind of digital marketing with video.
2. NFTs
Tradeable tokens are digital assets that may be traded. Each NFT (Non-fungible Token) is marked with a unique token that identifies it as the original and yours alone. Aside from art and technology, NFTs are also making their way into marketing.
NFTs are given away in a lottery as part of their marketing strategy. Marriott Bonvoy's raffle for a free NFT and 200,000 Bonvoy points is an excellent example of this.
Adidas, Marriott, and other high-end firms have used digital marketing strategies. Increased NFTs as a marketing tool will open up a world of growth and opportunity.
3. Cryptocurrency
In the Instagram version of the financial world, cryptocurrency is one of the hottest trends. Although no one anticipated its eventual success, it entered the market and gradually swept the competition under the rug. As a result, there are between 10 and 12 million active crypto investors in India, which is expected to grow, given the high rewards.
Investing in cryptocurrencies has been increasingly popular among millennials, who regard them as hip and futuristic. Cryptocurrency investment platforms are capitalizing on the younger generation's desire for free cryptocurrency to raise awareness and give investors a taste of this new investment opportunity.
Like Google Pay, we can use cryptocurrencies to buy groceries and other everyday necessities. New heights have been attained in digital marketing trends for 2022.
4. Social Commerce
Regarding social commerce, China has already established a billion-dollar business out of it, whereas India is just getting started. Brands use social media platforms to promote their items live, and the audience can purchase the product there and then.
Brands may leverage Instagram's Shop feature to add a Show Now option to live videos. One of the best digital marketing trends for 2022 is social commerce, which has lowered the time it takes for customers to go from seeing an ad to purchasing something.
5. Voice Search
According to a study, 55% of teenagers use voice search daily. Voice search is poised to gain traction in the coming years, as evidenced by the widespread use of technology among today's youth.
Voice search, a feature that most of us received with our smartphones in 2014, is growing in popularity. In addition, smart speakers are becoming increasingly popular, and Alexa and Google Home smart speakers have been purchased by 20% of households. People's gradual acceptance of voice-controlled devices is a good sign that this new way of doing things is here to stay.
For the second time, Google says that its voice search has a 95 percent accuracy rate. The simplicity of use of voice search has increased as a result of improved search precision. Besides, the process is more appealing and personalized now that it is easier to use your voice to receive results and more accurate to match what you ask for.
Finally, it is predicted that by 2022, half of all internet purchases will get made using voice results. Digital marketers have a stunning $40 billion in untapped potential. Making your website suitable for voice search is vital for the future because of so many development drivers.
6. Programmatic Advertising
Programmatic ad buying gets used to acquire digital advertisements. On the other hand, automated buying is a process that uses algorithms and machines to buy ads rather than human intervention.
Advertisers can more precisely target their intended consumers using AI-assisted programmatic advertising.
In the long run, both higher conversion rates and cheaper client acquisition costs are benefits of automation. Ads can be bought and sold on a case-by-case basis using real-time bidding, a programmatic ad buying technique that enables more precise and quick targeting.
7. Automated and Personalized Email Marketing
Automated email marketing, as the name suggests, involves sending emails to your consumers regularly, depending on preset triggers or timetables.
As far as digital marketing channels go, email has always been the most trustworthy. Promotional emails are a great way to communicate with your customers about your company's accomplishments or upcoming sales.
However, most consumers have ceased replying to promotional emails due to the overuse of bulk email approaches. Personalized emails are an excellent way to reclaim your customers' attention and build a more engaged consumer base.
8. AI in Marketing
Artificial Intelligence (AI) has been causing quite a stir recently, with many speculating that it will soon rule all aspects of human existence. By using an AI Chabot, 60 percent of internet users can get their questions answered on any number of apps or websites at once.
There is a lot of Artificial Intelligence (AI) in the stuff we consume on social media, and it's designed to keep us engaged for longer! So digital marketers have a fantastic opportunity to use this cutting-edge technology, which is expected to be worth $190 billion by 2025.
By analyzing a large amount of data, an AI program can discover patterns that perform best in the field or topic it studies. Then, with the AI's ability to learn, programmers can significantly modify results by letting the AI employ the methods it has discovered work best.
Stay Ahead of the Game
Digital marketing trends are scoring on shared experiences to make better products, advertise and market them appropriately, and enhance the customer experience. As we move into the next calendar year, it’s essential to know about the current digital marketing trends and get ready for the digital marketing trends of tomorrow to stay on top of where digital marketing.
The field of digital marketing is wide open right now, and Simplilearn can help you grow as a digital marketer, whether you’re new and inexperienced or seasoned and ready for the move.
