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12 minutes
What does 2023 hold for us in terms of digital marketing trends?
On the one hand, we have consumers that are more careful about what they buy. And on the other hand, a global cost of living crisis...
What does this mean for brands?
→ They will have to be transparent, think carefully about their message and adjust their strategy in the coming year.
It also means that entrepreneurs stand to benefit from knowing the latest digital marketing trends, so they can plan for and take advantage of any changes.
Let's take a look at what's going on, so you can always be one step ahead!
Knowing the latest digital trends could bring you more benefits than you imagine...
Digital marketing allows you to clearly define your target audience, thanks to data collection and by knowing the trends.
Companies would benefit from optimizing their conversion rates. Only 22% of them are satisfied with their results.
With the help of digital marketing, it is possible to reach potential customers and hopefully convince them to convert.
These days, businesses are focused on building long-term customer loyalty, rather than just getting one transaction and moving on to the next consumer.
Digital marketing helps you connect with potential customers and, in the best case scenario, will encourage them to come back to you again and again.
For consumers to engage with your brand, they need to make sure that you are trustworthy.
Digital marketing can give you more credibility, and generate more trust in your brand. You can also create your website to gain more credibility.
You've got it right: following digital trends is essential! So, let's get going! 🚀
According to Marq's “Content Effectiveness” report, over half of marketers have seen an increase in demand for content in the last few years.
☝️ But it's not just about having more content, it's about having content that brings value to prospects and customers.
So what are the predictions for 2023 for content marketing?
We all know the power of a great video campaign as a means of information and communication.
After all, 86% of companies use video as a marketing tool, and 92% of them consider it as an important part of their strategy (according to a Wyzowl study).
The same study showed that the top three channels companies use are LinkedIn, YouTube and Instagram.
Short videos: the “snackable content” trend
The best storytelling practices are based on short, engaging videos. This type of media allows you to get straight to the heart of the matter.
With only 10 to 60 seconds of available ad time, you should not make an introduction or present a lot of context.
This new format requires simplicity and efficiency.
While companies place a huge emphasis on creating original content, you can also curate content.
If the information is relevant, it can fuel conversations and demonstrate that your company is trying to solve customers' problems, rather than trying to sell at all costs.
Useful content includes the following formats:
Industry news
Third-party research
Press releases
Interviews
Feature articles
Infographics…
26% of content creators use podcasts to reach their public. This oral medium, that listeners can easily download or stream, reaches highly engaged audiences in an original and engaging way.
In 2023, podcasting will continue to grow as a marketing tool for any kind of business of any size.
It's a great way to build thought leadership, develop a niche expertise and create more connections with customers.
Whether partnering with other companies, influencers or experts in your industry, podcasting can help you establish a competitive advantage in your market.
How do you convince people to buy your products and services?
You can fill your website and social media with amazing content... You can display all sorts of impressive statistics...
But self promotion will not work to your benefit.
If you really want to acquire leads, you need your customers to talk about you, by creating user-generated content.
After all, people are more likely to trust someone who looks like them, than a company.
User-generated content is any content, written or otherwise, created by consumers, to promote a business online.
It can be videos with a description and a link to the product / service, or customers giving their opinion on a product or service.
In 2023, social media will continue to play a big role in the world of marketing.
Currently, influencer marketing brings in an average of $6.50 for every dollar spent.
What was once only used by a few marketers is now being used by almost every digital business
Influencer marketing can generate a great return on investment, whether it's through Tiktok, Instagram, or YouTube.
Focus on TikTok, which continues to evolve and dominate
With a 142% year-over-year increase, and 1.8 billion monthly active users at the end of 2022, according to The Business of Apps, TikTok has become a major player in the market.
And that's not about to change in 2023.
Having generated $4.6 billion in 2021, the platform is increasingly focused on its offerings for businesses, and on improving its targeting options.
There's a lot of noise online, which means a lot of content.
Some of that content is great, but a lot of it doesn't reach the right audience. This is where a good partnership with an influencer can make a difference.
Many content creators want to grow in 2023. That means they want brands that align with their values, so that the partnership is as mutually beneficial as possible!
Of course, the more we advance in time, the more technologies develop and the faster they develop. ⚡
Companies are collecting more and more data and launching more and more campaigns. In this context, automation can make routine tasks quicker, easier and more effective.
Whether on Facebook Ads or Google Ads, artificial intelligence will be more and more used to generate content and to precisely anticipate customers' needs.
The metaverse made a big splash in 2022, but its growth is slower than expected.
However, it continues to grow slowly but surely.
So it will remain a big issue in the coming years.
👉 For example, Nike recently announced that they will allow people to design their own sneakers, and sell or wear them in the metaverse.
The pandemic has led to a sharp increase in online purchases. It has therefore become even more important for brands to be innovative offline.
In 2023, the in-store customer experience will have to offer an added value. It is about attracting people, by adding an interactive dimension.
Augmented reality (AR) has become essential to achieve this goal. In fact, it's predicted that more than a third of Generation Z will use AR to shop online and in-store, by 2025.
👉 Some brands have already tried experiences like these
— Miss Dior encouraged customers to use Google Lens in-store, to create a virtual reality garden.
— Burberry paid tribute to its Olympia collection with a pop-up store at Harrods, where customers could use their smartphones to bring a statue to life.
The world belongs to GenZ's (the rest of us just live in it) 😉
Generation Z is the first generation to have grown up with the Internet, and the way they browse the Internet and interact online is constantly evolving.
The platforms most popular with this generation are dynamic and highly visual, and meet their needs for innovation and change.
In 2023, don't try to bring them into your world, meet them in theirs. Prioritize relevance and authenticity, and embrace their behaviours and values.
Consumers are changing, and their behaviour is evolving. Their expectations are not the same as awareness grows…
People want brands to help them make sustainable, eco-friendly, socially fair choices...
They also expect companies, more than ever, to have a positive impact on society, and to align their actions with their promises.
At the same time, brands are no longer just looking to minimize their own impact on the environment, but they are looking at broader goals. They want to take a more active role, to highlight important causes, and actually take action.
👉 Cat food brand Sheba, for example, has made it its mission to save the world's fish. It used an innovative advertising campaign to do so.
The team launched the world's largest coral reef restoration program, making videos of the work being done, and using YouTube ad revenue to help fund the campaign.
👉 For other brands, their causes are their purposes. This is the case of the French company Back Market, which was inspired by the phrase "reuse, reduce, recycle". This was with the aim of reducing the amount of electronic waste.
They've created a circular economy, with an online marketplace for refurbished tech devices, to reduce the industry's environmental footprint. And their message is delivered with finesse and intelligence.
However, it is important that any commitment to a project is genuine, long-term, and above all, concrete – that is to say, with actions, not only with words.
In recent years, marketing has been interested in more inclusive representation. It's important that people see and hear people who look like them, in environments that are familiar to them.
Inclusive marketing strategies help brands better connect with audiences from different cultures around the world.
In 2023, consider what positive steps can be taken, to support underrepresented groups.
Today, companies must differentiate themselves at all costs as they compete in an uncertain market.
In a hyper-connected world, online privacy is part of the commercial argument.
This notion has a significant impact on user trust.
Consumers view bad privacy experiences as detrimental as having their data stolen. 43% are willing to buy from a different brand if it happens.
In 2023, provide easy-to-use tools that customers can use to protect their privacy, whenever they want.
Changes in personal data collection
Big data has become more important than ever to businesses. However, the way we collect data must adapt to privacy laws such as GDPR and CCPA.
You may have heard that Google is phasing out third-party cookies?
This is a major trend for 2023, as it will limit the ability of companies to send personalized ads. As a result, many brands will have to change their strategies.
To replace them, entrepreneurs will have to develop marketing automation to attract leads. The consent of customers to provide their personal data will also be a key concern in the coming months.
In this context, forms can be a good solution…
In 2023, more than ever, exchange will be at the heart of marketing strategies.
Omnichannel marketing is a holistic strategy that creates an integrated customer experience regardless of where the customer is.
It allows brands to build stronger relationships with their customers, and generate more sales, by engaging users across multiple channels, from social media to physical stores.
It can be quality customer service, personalized recommendations in email campaigns or tailored promotions via email and text. Omnichannel marketing can help you create personalized experiences that keep customers coming back.
→ So, customer experience (CX) seems to become more and more important to consumers.
45% of them say they are likely to stop using a brand, if the customer experience is not good enough.
Email marketing is one of the best sales methods that currently exist.
89% of specialists use it, mainly to generate leads. This is a trend that will continue to expand in 2023.
At the same time, real-time messaging platforms are ideal for data collection.
Indeed, consumers want it all, and they want it as fast as possible.
That's why chatbots have become an excellent opportunity to reach customers, in a new way.
At the same time, they allow us to collect valuable information, in order to better know customers.
The rise of chatbots
Chatbots are very useful for companies and businesses, and as a result they have become a new investment.
They allow small businesses to answer questions from customers who need help, outside business hours.
According to Drift, many websites now include a chatbot. This is the fastest growing communication technique! 📈
By 2025, 95% of interactions between customers and companies will be through artificial intelligence (AI), like chatbots. Conversational marketing allows companies to interact with customers on a more personal level.
With natural language processing (NLP) and machine learning constantly improving its efficiency, companies can use chatbots to answer your customers' FAQs, in real time.
Instant gratification is necessary in a digital world where customers hold most of the power.
When they’re shopping online, they want to get what they want instantly. Any delay will cause them to go elsewhere.
That's why you need to be proactive, rather than just reacting when customers have a question.
👉 For example, a base of knowledge about buying obstacles can be particularly helpful.
Now that the pandemic is behind us, companies organize IRL events again to connect with their customers and build brand awareness.
Whether it's opening a pop-up store, sponsoring a major trade show or attending a conference, there are many creative ways to apply this proven strategy.
This marketing trend is expected to continue in 2023 as companies recognize the value of face-to-face interactions to convert prospects and build long-term customer relationships.
This is a strategy that involves interactive elements, such as games, quizzes, polls, and calculators into your content. This captures attention and engages users on a deeper level.
There are many ways to use interactive marketing. Focus on creating high-quality, relevant and engaging content to improve your performance.
Test different elements, to find what works best for your specific goals.
Gamification
Gamification is an example of interactive marketing that uses game-like elements to engage and entertain the audience. Whether it's in education, recruiting, or e-commerce, brands are using it to improve their presence, and reach new audiences.
👉 Sephora, for example, uses gamification, offering fun challenges to tackle. And rewarding participants with discounts, gifts, and goodies.
When it comes to marketing trends, 2023 will be an exciting and challenging year!
Circumstances dictate that brands have to think carefully about their messages, to engage their audience and connect with influencers who share common values with them.
Focus on the trends that matter to you, and the ones you can leverage in 2023.
Happy planning to you! 📝
Last update: February 08, 2024
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