The field of digital marketing is constantly changing, and before you realize it, a fresh trend in digital marketing will emerge. If time travel were feasible, marketers would eagerly jump to the next year to gain insights into upcoming advancements in digital marketing.
As we are currently living in an era of speculation, we must accept a prediction for what lies ahead and form a scenario for the possible state of digital marketing in 2023. Get ready, because we are about to embark on a journey into the future and explore the leading digital marketing trends anticipated for 2023.
Top digital marketing trends in 2023
These are the eight digital marketing trends to be aware of in 2023.
The Metaverse is commonly described as a virtual world within our world, and its current proprietor is Meta (formerly known as Facebook). It represents an unexplored digital realm where virtual and augmented realities blend to construct an engaging environment accessible to all.
The concept of having a virtual avatar in a future world where unlimited possibilities exist appears strikingly similar to video games.
The existence of a vast network of virtual universes has made social trade possible, as space is now widely accessible. For this reason, digital marketers have innovatively filled this gap by introducing a new form of video-based digital marketing.
NFTs, which are non-fungible tokens, are digital assets that can be exchanged. Each NFT has an exclusive token that distinguishes it as the original and exclusively yours. NFTs are not limited to art and technology; they are increasingly being embraced in marketing as well.
Using NFTs as a marketing strategy, firms like Marriott Bonvoy conduct lotteries where these valuable digital assets are offered as prizes. A prime illustration of this approach is Marriott Bonvoy’s enticing giveaway, featuring a free NFT along with 200,000 Bonvoy points. Esteemed companies such as Adidas and Marriott have successfully implemented digital marketing strategies, thus highlighting the potential for expansion and opportunity with the emergence of NFTs as a promotional tool.
Cryptocurrency has become a popular trend in the financial realm on Instagram. Its unexpected success in the market has led to a significant rise in active crypto investors in India, currently estimated at 10 to 12 million, with expectations for further growth due to the potential for lucrative rewards.
The younger generation’s fascination with cryptocurrencies has grown, leading to a surge in their popularity as an investment option. To tap into this trend and acquaint investors with this modern investment avenue, cryptocurrency investment platforms are providing free cryptocurrency, aiming to raise awareness among millennials.
Similar to Google Pay, cryptocurrencies can be utilized for purchasing groceries and other essential items. The realm of digital marketing has reached unprecedented levels in terms of trends for the year 2023.
4. Social commerce
China has successfully built a billion-dollar industry revolving around social commerce, while India is still in the early stages. Brands make use of social media platforms to showcase and sell their products in real-time, allowing the audience to make instant purchases.
Social commerce, one of the top digital marketing trends for 2022, allows brands to incorporate a “Shop Now” option into live videos on Instagram, reducing the time from ad viewing to customer purchase.
5. Voice search
As per a study, the daily usage of voice search among teenagers accounts for 55%. The widespread adoption of technology among today’s youth serves as evidence for the potential growth of voice search in the upcoming years.
The popularity of voice search has been increasing since it was introduced along with smartphones in 2014. Moreover, smart speakers such as Alexa and Google Home have gained significant popularity, with 20% of households having purchased them. The gradual acceptance of voice-controlled devices by people indicates a promising future for this innovative approach.
Google has announced that its voice search now has a 95 percent accuracy rate for the second time. The enhanced search precision has contributed to the increased simplicity of using voice search. Additionally, the process has become more attractive and personalized as it allows users to easily obtain accurate results by simply using their voice and match their specific requests.
Predictions state that by 2022, half of all online purchases will be made through voice commands, implying that digital marketers have an impressive untapped potential of $40 billion. Adapting your website for voice search is essential for future success due to numerous factors driving advancements in this area.
6. Programmatic advertising
AI-assisted programmatic advertising allows advertisers to accurately target their desired consumers, utilizing automated buying with algorithms and machines rather than human intervention, to acquire digital advertisements.
Automation offers benefits in terms of both higher conversion rates and lower client acquisition costs in the long term. Real-time bidding, a programmatic ad buying technique, allows for precise and rapid targeting, enabling the purchasing and selling of ads on a case-by-case basis.
7. Automated and personalized email marketing
Automated email marketing, as implied by its name, entails sending emails to your customers on a regular basis, based on predetermined triggers or schedules.
When it comes to digital marketing channels, email has consistently been regarded as the most reliable. Utilizing promotional emails is an excellent method to keep your customers informed about your company’s achievements or upcoming discounts.
Nevertheless, a large majority of customers no longer respond to promotional emails because they are overwhelmed by the excessive use of mass email tactics. Utilizing personalized emails is an effective strategy to recapture the interest of your customers and cultivate a more active consumer community.
8. AI in marketing
In recent times, Artificial Intelligence (AI) has been generating significant excitement, as numerous individuals predict its imminent dominance over every aspect of human life. By employing an AI Chabot, a considerable majority of internet users, approximately 60 percent, can have their inquiries addressed simultaneously across various applications or websites.
Digital marketers have the incredible chance to harness the power of Artificial Intelligence (AI) in the content we consume on social media, as its purpose is to prolong our interaction. Consequently, this advanced technology is predicted to reach a value of $190 billion by 2025, providing a promising opportunity for marketers.
Through the analysis of extensive data, an AI program has the capacity to identify the most effective patterns within the field or subject it examines. Consequently, utilizing its learning capabilities, programmers can make substantial modifications to outcomes by allowing the AI to employ the most successful methods it has discovered.
9. Social impact strategy front and center
It is not a new phenomenon for brands to assert their values, but the fact that they are now prioritizing their impact strategy in their digital marketing approach indicates a change in how they present themselves in light of worldwide events.
Consumers are seeking brands that not only respond to disasters or socio-political events but also genuinely and consciously take the lead by aligning themselves with their core values and principles.
When it comes to digital marketing, incorporating social causes into your brand’s core values is not merely a passing fad but rather a inherent consequence of being a purpose-driven brand in today’s society. All aspects of your social media content, visuals, and email content should align with and contribute to your social impact strategy.
10. Youth-centered marketing
With $143 billion in purchasing power, Gen Z, comprising over 40% of US consumers in 2021, is not simply the upcoming generation of consumers but the present one.
Gen Zers are not only influential consumers but also pioneers in shaping our perception and engagement with brands, primarily through platforms like TikTok that are popular among the younger generation.
Gen Zers opt for connecting exclusively with brands that genuinely resonate with their interests and communication style, as they have developed a discerning eye towards conventional marketing tactics. They desire companies that are genuine, down-to-earth, transparent, and honest.
Younger generations have a growing inclination towards desiring an experiential or imaginative approach rather than feeling like they are being directly persuaded to purchase a product.
If you want to attract this market, it is important to create video content that is brief and visually appealing. Focus on video-based campaigns that align with their values. Tailor your brand identity to their preferences. A good example is the finding from studies that Gen Z finds solace, inspiration, and unity in vibrant colors, particularly in a world that can often be frightening.
Creating engaging marketing materials involves more than simply adding acid graphics and using trendy terms like ‘lit’.
In 2023, it’s not just a passing trend, but rather a crucial starting point for all brands to effectively connect with younger demographics. This involves embracing vibrant and lively aesthetics that best captivate the preferences of Gen Z, as well as possessing an authentic mission and personality that hold utmost significance to them.
11. Authentic, humanized branded content
Almost everyone, not just Gen Z, is seeking a deeper connection with brands in light of recent world events as they seek solace and alignment in their daily lives.
In 2023, one of the most effective methods for establishing brand loyalty is through the development of digital content that presents a genuine and relatable personality, incorporating attributes such as humor, vulnerability, and honesty—qualities that we often prioritize in our personal connections. An efficient technique to foster these connections in your digital marketing endeavors, be it through videos, emails, or app designs, is by incorporating characters or mascots.
Naturally, the personas should be both relevant and authentic representatives of your brand. Incorporating a cheerful and approachable persona that resonates with your target audience is an excellent strategy for cultivating loyalty in your digital marketing efforts.
In the end, we are transitioning from meticulously crafted social feeds to a realm that is more authentic, raw, and unfiltered.
Consumers desire reminders that the individuals representing the brands are experiencing similar situations as them, in the same global context. Prior to embracing your brand or service, they seek to establish a personal and meaningful connection with your brand identity. Presently, society’s longing is for authenticity rather than unattainable ideals.
12. Audio-first marketing
The significance of TikTok in the world of digital marketing cannot be underestimated. However, one of the unique consequences it has brought about is the emergence of audio-focused content. TikTok’s role as a social platform goes beyond videos, encompassing various forms of audio content.
Eighth times more users are likely to remember branded content when distinctive sounds are incorporated, as sound is deemed essential by 90% of platform users. This has led to an increase in online advertisements adopting an audio-first marketing approach, featuring a variety of content such as tutorials, product showcases, sneak peeks, and other behind-the-scenes glimpses.
In addition, a remarkable 81% of podcast listeners engage in some form of activity after listening to audio advertisements on their preferred shows. This engagement may involve conducting online research based on what they heard, showing support for the brand on social media platforms, or sharing their thoughts on the content with others. By enabling podcast hosts to personally deliver the ad, the content exudes an exceptional sense of authenticity to the audience.
Audio-first content is effective in promoting authenticity in advertising because it allows the audience to hear the familiar voice and tone of their favorite influencer describing the product, thereby enhancing their belief and trust in the brand. Whether it is featured in a podcast or on TikTok, this approach significantly increases the likelihood of audience engagement.
Instead of sticking to a detailed script like radio advertisers do, allow your brand partners the freedom to express themselves.