With the evolution of Digital Marketing every year, new trends and technologies top the list.
As 2023 has arrived, we expect a few trends to change how Digital Marketing works. Let’s check out and upgrade the growth strategy for ’23.
1. Artificial Intelligence:
With Intelligence maturing, a new way is adopted to engage with the customer base, which can be mentioned as AI ( Artificial Intelligence). From improving customer service through personalized ad campaigns or treating the product from scratch, AI has been a helping hand for businesses. And as this technology offers so many perks, companies worldwide have started adopting it unbiased to type and size. But as we say, every coin has two sides, similar to AI. With the unbelievable potential to engage with customers efficiently, we have a risk of data privacy and biased results.
AI is most likely becoming a crucial part of the Digital Marketing Mix. Watch how one can use its best to benefit.
The collection and analysis of data will be different. As marketers rely on AI-powered tools, a vast amount of data regarding customer behaviour can be studied, more marketing campaigns can be targeted, and the success of digital marketing campaigns can be practised. For these, Tensorflow and Gretel are the best examples. These applications help marketers make intelligent decisions and accurate predictions and improve the effectiveness of marketing campaigns.
They help improve customer-marketers’ communication by sending personalized messages scrutinizing the specific needs and interests of the former. —This helps in fostering customer loyalty and drive sales. Campfire, Kore, and Meya are the customary tools marketers can use to create engaging chatbot services, automated conversions, and personalized recommendations and articles.
Copywriting, keyword research, and video making are some AI features that will help marketers remain updated in 2023. Jasper, an AI-powered copywriting tool, helps create the best copywriting and advice. Be it social media, email marketing, or website content. It crafts the perfect message that gives maximum impact. Descriptions can also be added to the list to help you create engaged audio/video files into texts, which helps create subtitles and closed captions.
2. Voice-Ready Search Results:
Increasingly, these Siri has led the way in the Digital Marketing field. The convenience of using voice search has made it an integral part of digital marketing. How? Let’s check:
-With the increased usage of voice assistants such as Siri, Alexa, Bixby, and Google Assistant for online information, marketers optimize their content for voice searches to get found by their targeted audiences, i.e., SEO.
-Starting with basic tasks like setting the timer or playing music, they are set to receive and process complex questions in the future. For example, rather than watching and processing an ad, the audience can ask for digital assistance about the product and get immediate responses.
-Rather than being limited to smartphones and smart speakers, voice-activated devices will be found in TVs, cars, and appliances, making it easier for the customer to interact and make a buying decision without using the screen.
3. Metaverse:
The most recent development in the field of technology, which had a significant impact on digital marketing, is METAVERSE.
The new and immersive way of experiencing the internet has changed how marketers reach customers.
Metaverse will help brands create virtual 3D spaces, from product launches to virtual events and trade shows. It includes using Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR).
Here are some instances of how brands are employing Metaverse:
- Brand Experience-
Deeper level connections with the customers will be initiated with the usage of Metaverse. For example, Nike has a virtual store allows customers to try on and purchase shoes without leaving their comfort zone. Coco-Cola Happiness machine is also famous for its virtual version.
- Virtual Games-
Play-to-earn games have the highest possibility of growing in Metaverse. Players can earn rewards for the tasks they have completed and then redeem them for real-world products or virtual items in the games. This allows companies or brands to promote their product uniquely and implement new marketing strategies to captivate the audience.
- Hyper Targeting-
With the exceptional context of the Metaverse, digital marketers can hyper-target audiences with laser accuracy. Contextualization is a crucial digital trend; Metaverse can raise awareness of the product or services through targeted ads and in-game events.
4. GDPR and Marketing.
General Data Protection Regulation (GDPR) is a set of regulations implemented to protect citizens’ online privacy. This came into effect in the European Union on May 25, 2018. Let’s notice how GDPR impacts the development of marketing in 2023.
- The disappearance of Cookies-
With the growing concerns about the usage of cookies and their potential to violate user privacy, it has to be phased out entirely in 2023. It has, however, been postponed until 2024. This gives advertisers more time to test cookie replacements, but it also means that users and businesses will have a more extended transition period. In the meantime, monitoring developments in this area and being prepared for changes is critical.
- First-party data:
Another way GDPR will impact growth marketing is that brands will emphasize first-party data more. First-party data is information gathered directly from a company’s customers. This data is considered more accurate and trustworthy than third-party data collected by other companies and sold to brands. As a result, brands will need to focus more on collecting first-party data to effectively target their customers in their growth marketing efforts. Brands must also obtain explicit consent from users before ordering and using their data under GDPR.
- Changes to EU Acts:
The EU Data Act extends the GDPR’s requirements to all devices that generate and store data, including smartwatches, fitness trackers, and other wearables. Businesses must also provide clear and concise information about their data collection and processing activities under the EU Data Act. Furthermore, the EU Artificial Intelligence (AI) Act is in the proposal stage. This legislation would divide artificial intelligence applications into three risk categories: unacceptable risk, high risk, and others. Businesses that use AI voice assistants and products, such as CV-scanning tools, to evaluate applicants will need to consider future device data collection and processing requirements.
- The GDPR will have a significant impact on email marketing:
GDPR requires growth marketers to obtain explicit consent from users before emailing them. Furthermore, they must make it simple for users to unsubscribe from their mailing lists. As a result, digital marketers will have to be more cautious about collecting and using email addresses. They must ensure that their marketing content is relevant and valuable enough to keep users interested in receiving it. To learn more about GDPR, check out The Growth Agency’s marketing team’s blog post.
5. New platforms and more personalized marketing are emerging.
Due to low user engagement, social media behemoths Meta and Twitter lost 26% and 31% of their shares in January 2022. The decline in value impacted not only the platforms themselves but also the entire digital marketing landscape. As the stock prices of Meta and Twitter fell, many brands began reconsidering their social media strategies.
This trend will be much more visible in 2023:
- New innovative platforms:
As a result of decreased user engagement in Meta and Twitter, digital marketing may undergo significant changes in the future. As a result, new platforms (such as TikTok) may gradually emerge to capitalize on this situation. Start-ups and smaller businesses will have a much better chance of success.
- Digital marketing that is both creative and personalized:
Because of the decline in user engagement on Meta and Twitter, businesses must find new ways to reach their target audience. It could also lead to more innovative uses of digital marketing tools like influencer and content marketing. As a result, we can anticipate an increase in user-generated content (UGC) and more organic methods of advertising products and services.
- New rules and free expression:
Equality, more democratic rules, and free expression will become a new trend across all digital platforms. This will level the playing field for digital marketers, who must focus on creating compelling content to impact their target audience without being constrained by ideological barriers. Furthermore, the new rules will prohibit platform providers from collecting user data without permission. Due to this, marketers will find it much more difficult to target ads and create personalized user experiences.
