2023 Digital Marketing Trends: As we prepare to bid farewell to 2022 and welcome 2023, now is a good moment to examine significant changes in search and consumer behavior and plan our important digital marketing objectives for the coming year.
In this post, we will look at the important searches, digital marketing, and consumer trends for 2023, and the must-haves for search marketers.
1. Put Your Social Impact Approach in the Spotlight
Brands taking a position for their principles is nothing new. Putting their impact strategy at the heart of their digital marketing strategy, on the other hand, represents a shift in how firms frame themselves in reaction to global events. And we’re not only talking about responding to natural calamities or sociopolitical crises. Consumers want businesses that take the initiative consciously and brands that base themselves on the values and ideals they stand for.
In terms of digital marketing, including social issues in your company’s broader goal is a logical result of what it means to be a values-led brand in today’s society. Your social material, visuals, and email subjects should all be affected by and fed back into your social impact plan.
2. Marketing to Young People
Gen Z is the present consumer, and with $143 billion in purchasing power, they will account for more than 40% of US customers by 2021. In addition to their remarkable purchasing power, Gen Z is pioneering how we see and engage with companies, particularly through youth-dominated platforms such as TikTok. They opt to interact solely with firms that actually appeal to their interests and the way they communicate having seen through traditional marketing ploys.
Younger generations increasingly dislike feeling like they are being pushed a product; instead, they prefer something more immersive or creative. They like short-form video content with attention-grabbing images, so softer, video-based marketing that appeals to their values is the way to go if you want to target this group. Create your brand identity based on their preferences.
3. Genuine Humanized Brand Content
It’s not only Generation Z that wants to interact with companies on a deeper level. Given recent global events, practically everyone is looking for light respite in their daily lives, including how they align with companies.
One of the best methods to generate brand loyalty in 2023 is to create digital content that delivers an authentic, humanlike personality with a dash of comedy, vulnerability, honesty, and everything else we desire in our interpersonal connections. You can use characters or mascots to develop these ties in your digital marketing, whether it’s through video, email, or app designs.
Of course, the personalities must seem relevant and authentic to your overall brand. A cheerful and playful face that targets Customers can relate to is an excellent technique to build loyalty through digital marketing.
Finally, we’re moving away from finely managed social feeds and towards a more realistic, gritty, and un-airbrushed. Customers want to know that the individuals behind the businesses are going through the same things as they are in the same environment. Before consumers invest in your brand or service, they want to connect with your brand persona on a more personal, meaningful level. For once, society prefers realism to aspiration.
It’s difficult to overestimate TikTok’s influence in the realm of digital marketing. However, one of the more unexpected outcomes has been the emergence of audio-first programming. This, in particular, stems from TikTok’s marketing as a social network for audio-based content of all types rather than just video.
With 90% of consumers believing that sound is an important element of the platform experience, they are eight times more likely to recall branded content when different noises are employed. Being audio-first as a digital marketing approach is generating a slew of commercials we’re seeing online, such as how-to videos, product highlights and teasers, behind-the-scenes pictures, and more.
So, instead of the fleshed-out, the word-for-word script used by radio advertising, allow your brand partners some leeway.
5. Symphonic Advertisements Gain Traction
In 2019, a British start-up used AI Music; they used ‘shapeshifting’ technology to allow people to modify music using artificial intelligence in the first symphonic commercial. In other words, the system automatically altered the backdrop music of the digital advertisement to fit whatever the user was listening to.
6. AV Product Promotion
Using audio-visual (AV) technologies in your digital marketing approach is becoming increasingly important to make consumers immersed in advertisements. Branded graphics that engage several senses offer a more memorable, remarkable experience for the consumer amid a sea of static pictures online.
As the brand, you may enjoy being seen and cultivating brand loyalty with consumers eagerly awaiting your content.
So, how does AV technology fit into digital marketing content? Consumer expectations are rising as increasingly sophisticated technology becomes more widely available. As a result, it’s becoming increasingly typical for firms to go above and beyond for major items or limited-edition partnerships.
This entails constructing immersive, detailed, and interactive mini-sites for people to enjoy. They frequently contain gamification, which means that designers reward users for navigating the site and completing specified goals or CTAs. As we approach 2023, relying on static digital marketing will no longer suffice.
7. Authentic Influencer Marketing
Influencer marketing may not seem revolutionary. However, the way marketers invest in and collaborate with influencers to reach their audiences is constantly changing. We see a move away from the traditionally aspirational influencer in 2023.
TikTok has changed the way social media users see one another, providing anybody with a platform to build massive followings without the need for precisely manicured feeds on Instagram or continual long-form content creation on YouTube.
They are now seeing through the heavily paid advertisements by celebrities and high-profile influencers and are moving away in favor of more authentic, trustworthy advertisements.
So, in 2023, we anticipate a decrease in pricey celebrity sponsorships and an increase in the ranks of TikTok’s micro-influencers. Brands are realizing that even people with micro followings may have a large influence. Their followers will trust their material and take action as long as it is completely aligned with your brand.
That’s all there is to it. You’ll be well-prepared for a great year of digital marketing in 2023 if you have these seven trends in your arsenal. Refresh your approach and turn these ideas into action to enhance sales, brand loyalty, and digital followings.