Businesses are increasingly turning to digital marketing to reach their target audiences as the world becomes more digital. But the world of digital marketing is constantly changing. What worked last year may not work this year, and what works well today might be old news by tomorrow. Keeping an eye on digital marketing trends and changes and knowing what to expect in the near future can help you stay ahead of the game and ensure your strategies are always in line with best practices.
As we head into the second quarter of 2023, the new trends that will dominate the digital marketing landscape are already rearing their heads. In this article, we will cover five significant digital marketing trends for this year that you should incorporate into your marketing plan to keep up with the competition.
AI & Machine Learning
Artificial intelligence and machine learning have been secretly powering marketing channels for some time. One only has to look at the rise of platforms like ChatGPT to see this. AI-powered algorithms make it easier for platforms to determine the social media posts to push to different target audiences, increasing the likelihood of greater engagement and also influencing the ads and search results consumers see.
In 2023, AI- and ML-powered marketing tools will become even more common and powerful as marketers use them to connect to consumers with the right messaging and products. These technologies will help to automate mundane marketing tasks such as customer segmentation, campaign management, and personalized content creation. Marketers can also use them to gain insights into customer behavior and optimize campaigns in real time.
Focus on the Customer Experience
One of the factors contributing to the increased use of AI in marketing is the need to provide a better customer experience. Providing a better experience can be anything from creating helpful content and hiring more customer service reps to ensuring your website loads quickly. It’s why Google recently launched the helpful content update in August 2022. This system prioritizes websites if they have helpful content that adds value and benefits consumers.
In 2023, customer experience will be even more critical as businesses strive to stay ahead of their competitors. Marketers should start focusing on understanding consumer needs and expectations, creating personalized experiences, and providing helpful content. Prioritizing this now is crucial because it will help you achieve long-term marketing success by building a positive brand image.
Preference for Short-Form Video
First, there was an increased demand for visual content, then came the rise of stories, and now it’s all about short videos. You’ve probably noticed how Instagram Reels and TikTok videos have taken over social media. Short videos have become the go-to form of content for digital marketing since they are easy to consume, entertaining, and easily shareable.
There is no doubt that this trend will continue into 2023 and beyond. If your business wants to stay relevant, your content should appear in the formats and channels consumers prefer most. If you still need to create short videos for TikTok and Instagram, start by watching videos on the platforms and understanding their content, formats, and algorithms.
Businesses of all sizes can benefit from creating short videos if they understand their target audience and the type of content that resonates with them. It’s especially crucial for B2C brands since short videos can effectively capture the consumer’s attention and deliver a concise message quickly.
Investment in Influencer Marketing
Social media influencers have been around for years, and their impact on digital marketing is only increasing. Research shows that 61% of consumers trust product and service recommendations from influencers more than they trust branded social media content and advertisements. Unsurprisingly, businesses are investing more in influencer marketing, allowing companies to reach a larger and more engaged audience.
This year, there will be even greater demand for influencer marketing across all industries. If you want to make the most of this opportunity, start by understanding your audience. You can then identify an influencer who resonates with your target audience and collaborate with them on your next marketing campaign. Nearly every niche has an influencer base, from beauty and fashion to travel and gaming.
Increasing Employee Advocacy
This involves getting employees to share content related to the company on their personal social media channels. It’s an excellent way for businesses to reach a larger, more engaged audience and build trust with potential customers, and is particularly key for small businesses and start-ups. Employee advocacy allows these businesses to make the most of their existing staff’s social media presence and tap into new audiences without spending much money.
Employee advocacy also gives companies more control over their messaging. They can ensure that employees share content relevant to the company consistently and authentically. Ensure your team members know what content they can share on their social media channels and encourage them to be creative to add a personal and more relatable touch.
Stay Ahead of the Changing Trends
Digital marketing is constantly evolving, so businesses must put in the work to stay ahead of the curve. By understanding the upcoming trends for this year, you can create more effective marketing strategies to reach more potential customers and drive sales. If you want to level up your marketing, our team at Bluehour Digital can help. We offer SEO, content marketing, website development, and optimization to ensure you achieve your goals, no matter what they are. Contact us today to learn more.