e 14 Digital Marketing Trends will have the biggest impact in 2023
We have highlighted some digital marketing trends for 2023. This will include both traditional tactics and new technologies.
Blockchain, AR/VR and short-form video are just a few of the many trends that exist. Many of these trends are already well-established, but they will continue to evolve in 2023. In this post, we will take a deeper look at these trends and how they will impact marketers throughout the year.
Experts predict 2023 digital marketing trends and predictions
We asked key questions of marketers, advertisers and business owners to get a holistic view on the impact of digital marketing trends for 2023. These questions include:
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How will social media platforms adapt to TikTok’s?
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Can AI content generation aid or hinder content marketing?
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Where will DEI efforts be focused in the coming year?
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Can automation and PPC get along?
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How will Gen Z’s rise impact brand strategies?
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What privacy changes can we make?
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How can we manage the supply chain?
Let’s have a look at their words.
How will social media platforms adapt to TikTok’s?
You know that imitation is the best form of flattery?
1. It will be copied or partnered with by other social platforms
TikTok, a six-year-old social media platform, is one of the most popular worldwide with over one billion active users per month. It is especially popular among consumers who were born between 1997-2012, collectively called Generation Z.
Other social platforms are trying to keep up with this growing spending power.
In 2023, imitation is their most likely tactic.
Tetiana Sira is the senior digital marketing executive at Energy Casino. She noted that social media platforms had already responded to TikTok by either copying it outright (HT1_ Instagram with Reels ) or by using more vertical videos like Pinterest and Twitter.
She stated that video consumption requires a greater effort to make the experience as seamless as possible.
Shahnawaz Sadique is a blogger at CommonStupidMan.com. However, Shahnawaz noted that social platforms could also partner with TikTok in order to gain access to its content or users, or even purchase TikTok and similar platforms.
According to Carly Campbell (blogger at Mommy on Purpose), there is more to TikTok than short-form videos. It has an intuitive interface and a “intense emphasis” on user-generated content. These elements helped make the platform stand out and allow it to build a community.
She added that TikTok’s success will be challenged by other social media platforms.
2. Others will be different
Nevertheless, social platforms have many ways to differentiate themselves from TikTok 2023.
Sadique stated that one is to focus on other types content such as live streaming or long-form videos.
Another option is to invest in AI to enhance video capabilities and create more engaging content, said Jessica Shee, manager at iBoysoft.
Campbell pointed out Snapchat, which focuses on messaging.
She added that Facebook was likewise focusing on its group and gaming features. This can be seen as a way to stand out.
Averi Melcher of OSO content said that platforms might reevaluate their creator-monetization strategies in order to compete with the TikTok creator fund. This compensates users who generate at minimum 100,000 authentic video views per month, to encourage creators and to keep their platforms going.
Melcher stated that Instagram subscriptions, Facebook Reels and Pinterest’s beta program are all proving this. I believe these platforms will be able to reward and incentivize creators. They will also gain some market share.
Melcher also suggested that social platforms could improve their creator campaign models, or even create native communities to connect people to brands and thus better ways to monetize the content.
Is AI content generation helping or hurting content marketing?
You’ll be able to see the 2023 digital marketing trends if you already have a well-oiled content marketing channel.
3. There will be many benefits.
AI content generation has been mainstreamed in 2022, and will continue to play a major role in marketing in the years ahead.
There is potential for AI content generation to be used as a brainstorming tool by marketers.
“At Delicious Ads we already use it as a start point for creating assets for our clients’ advertising campaign–such as headlines, hooks and graphics, as well as text copy, headlines and hooks,” Jenn Martin, digital ads strategist. “AI opens up new possibilities and angles that we might not have considered on our own,” Jenn Martin, digital ads strategist.
AI will be used more often to tailor content to specific audiences. This means that data such as demographics, past purchases and interests are taken into consideration, explained Becca Klein, a blog coach.
Campbell said that the resulting content could include targeted ads or personalized emails that are more relevant to customers’ needs. Marketers will be better at using natural language processing to create dynamic and engaging campaigns.
Mailshake’s SHAKEspeare email generator
effectiveness and relevance will increase, as a result.
Brands that have better content are more likely to win market share.
Peter Drow, head marketing at Nccttingtools said that content can be maintained at a high level over time and brands’ reputations may be protected with the support of AI tools. It is possible to establish a reputation in the market and give yourself an advantage over your competitors.
Quality content also has other benefits.
Sadique stated that AI content generation tools are a great way for businesses to ensure consistency and accuracy of their content. The tools can also be trained to follow specific guidelines and standards.
Drow stated that this could lead to better returns on investment.
This could also increase revenue.
Drow said that businesses can produce more quality blog posts and social media content by using AI-driven processes. These outlets can boost users’ confidence in these processes, as customers are more inclined to buy from reputable businesses.
Sugiya Oki runs the We recommend review site.
Drow stated that AI-powered writing tools will invariably outperform their human counterparts when it comes speed. They are time-savers for content producers and businesses. This saves valuable time which can be used to improve the quality of content provided by AI.
Sadique agreed.
He said that AI content generation tools could help businesses create high volumes of content quickly and efficiently. This can potentially increase productivity and allow businesses to concentrate on other tasks.
Campbell stated that this can greatly impact the ability of digital marketers to create content quickly and effectively. They no longer need to manually research, write product descriptions and web content .
AI tools will increase the competition for short-tail keywords with high volumes. James De Roche, managing Partner at Lead Comet said that this will increase competition on short-tail keywords with high volume. However, there may be some initial anxiety for businesses. He also stated, “Content marketers will continue to pursue longer-tail keywords with greater conversion potential.
AI could even replace certain services offered by search engines.
“This will affect the way companies approach digital PR and linking,” stated Phelan Gowing–Mikellides (business development manager, Digital Trails). “This will likely lead to a shift in how businesses approach their online presence, and the strategies they use, to reach and engage their target audiences.
AI could also be used to automate tasks done by PR professionals.
He said, “Think Writing and distributing press releases or managing social media accounts. Or, at the minimum, populating digital channels using high-quality, optimized AI-generated content.” This has the potential of displace many PR professionals as AI can perform these tasks faster and more efficiently than humans.
4. Human copywriters, don’t panic
Human copywriters don’t need to panic – they will still be a part of the story.
This is partly because AI’s outputs are only as good and effective as its content.
Martin stated that it is still up to an experienced marketer/advertiser not only to decide what prompts to send, but also to identify what information is necessary for selecting and refining a finished product.
Oki also agreed to the fact that AI doesn’t understand emotions, and therefore cannot grasp search intent.
Dmitry Sokhach (founder of Admix Global) stated that “there’s still a lot to be creative, but only the human brain can conquer it, at least for the moment.”
This will allow you to distinguish copywriter-generated content and “a massive rise in generic blog content,” De Roche described it.
He said that while the latter may answer the query, it won’t provide the right advice to satisfy search intent. Expert insight and advice are required to accomplish this.
This also links into first-hand knowledge, niche expertise and author authority. We discuss these in our 2023 SEO trends.
What are the priorities of DEI efforts in 2023?
Diversity, equity and inclusion (DEI) has been a growing business initiative in recent years. These are the top priorities according to experts this year.
5. A strong emphasis on equity and intersectionality
Companies will continue to promote more equitable workplaces in 2023. The key word is “equity”.
Eleanor Fletcher is the CEO of the Best Brisbane. She explained that equity in the workplace means equal representation and progression opportunities for people from different backgrounds and experiences.
Garit Boothe is the CEO of Digital Honey. He noted that this could include efforts to increase underrepresented group, as well to implement training programs and education programs, and to promote diversity and inclusion in leadership and decision-making positions.
He said, “It’s also possible that there will a greater emphasis upon intersectionality and addressing specific needs and experiences for diverse individuals.”
This is what we discussed in our Best marketing strategies for small businesses 2023 article.
6. Quantification can help you be more accountable
As organizations set targets to measure progress, we can expect more attention on accountability.
Sadique believes that this is true. He also anticipates more data and analytics, such as tracking diversity metrics and identifying areas of improvement. This will be in addition to the continued growth and focus on diversity and leadership.
Jeff Romero, the founder of Octoberiv Digital, agreed.
He said, “This involves tracking and analysing diversity and representation at every organizational level, using competency frameworks or other strategies to lessen bias when hiring and promoting employees, as well as coaching front-line mangers on how to conduct team meetings, collaborative sessions, to promote equal respect of all opinions.”
In the meantime, companies will continue to take action to reduce DEI through campaigns that target underrepresented groups and specific social causes.
“We can expect this trend to greater representation in digital marketing campaign campaigns to continue into 2023,” stated Tomasz Nezgoda (head of marketing at Surfer).
This is also true for content in general.
“Marketers are looking for content that is inclusive and resonates more with a wider range of audiences,” stated David Ellis, founder of Teranga Digital Marketing.
Are PPC and automation compatible?
Google’s push to automation is something we are all too familiar. Experts were asked where they saw things going sentiment-wise by experts.
7. Positive attitudes towards automation
Expect to see more positivity towards automation in 2023.
“There has been some aversion to automation in marketing and PPC –a lot people thinking it will take their job,” stated Sean Nguyen (director at Internet Advisor). It is designed to help us improve our jobs and assist us in the real world. Although it may take over certain tasks, this actually allows us to excel at more difficult tasks that aren’t repetitive or tedious.
Shee also agreed that automation could help with keyword search, ad testing and analytics tracking.
Google Ads is a great example of this.
8. Google Ads are more efficient
As advertisers optimize their campaigns, and reach their target audiences better, Google Ads Automation will continue to grow. This technology also includes bid optimization and ad creation.
Boothe stated that the result was increased efficiency and effectiveness.
This is especially true after the 2021 release of Google Ads Performance Max campaigns.
Martin stated that they learn to spot where prospects are on their journey to purchase, and then show the right ad on the right Google channel at the right time to help them move along their customer journey. “They even give feedback on what’s working and what to test next time, which is something we didn’t consider.”
Marketers will become more comfortable with automation as they learn more about the benefits it offers in managing their Google Ads campaigns. Sadique cautioned that automation has its limitations. There are the possibility of errors and biases. You can learn more about our PerformanceMax Dos, Don’ts, Watchouts, and Workarounds.
He said that businesses may use hybrid approaches to combine automation and manual management to achieve the best of both.
Find out more about the hybrid approach to automation with Google Ads here.
What will Gen Z’s rise impact on brand strategies?
Marketers are adapting their strategies to engage Gen Z as they become more influential. Here’s how:
9. Greater influence on authenticity and transparency
First, be authentic and transparent.
Sadique stated that brands must be authentic and transparent in marketing efforts to appeal to this audience.
Fletcher also agreed.
She added that “Gen Z is attracted to honest marketing… they value word-of mouth advertising from friends, influencers, and social proof.”
This means that user-generated content with consumers who look like them is included. It also includes transparency about their environment, commitment to diversity and core value.
Sadique stated that “Gen Z is more socially aware and diverse than the previous generations.”
Refer to our post about how to market to Gen Z.
Campbell also agreed, noting that this also includes accessibility.
She said that brands can create narratives that are compatible with Gen Z’s values and beliefs, and that help to build emotional connections with their target audience through storytelling.
10. Immersive experiences
Gen Z values immersive experiences and experiential marketing, as well as omnichannel marketing.
Campbell stated that understanding how Gen Z uses digital tools and platforms is one of the biggest challenges brands face when engaging with them. “Gen Zers are very tech-savvy and highly active on social media and other digital networks. Brands must engage with their target audience on social media and digital networks in order to grab their attention.
Facebook, Instagram Shops provide immersive experiences that are ideal for Gen-Z on social media
What privacy changes can we make?
Privacy is another unstoppable force in marketing that creates new avenues every year. Let’s look at the direction they are headed.
11. More transparent data practices
Privacy-friendly reporting means that marketers must adopt a transparent approach to data, in which users consent explicitly. As Alex Mastin, CEO of Home Grounds, noted, marketers must find the right balance between privacy and personalization.
Marketers must communicate clearly their privacy practices with clients and stakeholders. They also need to be open about the data they collect and how it is being used.
They must also use consent management systems, and offer clear opt-outs.
12. Increased adoption of privacy-friendly technology
Niezgoda stated that they should also invest in security tools to allow them to measure customer performance and keep customer data safe from misuse by third parties.
Sadique pointed out that marketers can use privacy-friendly tracking methods such as anonymous identifiers and aggregated data to track key metrics and report on them without having to collect personal data.
Google’s Topics API and the Facebook Converters API and Facebook’s Aggregated Events Measurement are just a few examples of privacy-friendly technology solutions that you can adopt in 2023.
Boothe also agreed, noting that it might involve working with third parties who are experts in privacy-compliant data administration.
He said that marketers will have to be proactive in seeking solutions that balance data needs with privacy concerns.
Can we control the supply chain?
The main reasons Google Ads costs per lead rose in 2022 were inflation and supply chain shortages. Experts predict that the supply chain will continue to improve.
13. Supply chain automation technology will be adopted by more businesses…
Businesses can diversify their supply chains to avoid the supply chain shortages that have plagued the holiday season. This includes working with more local suppliers and/or strengthening ties with existing vendors.
They can also invest in analytics to improve supply chain visibility, better manage risk and anticipate it.
Campbell stated that supply chain automation technology can speed up the movement of goods and reduce delays in the supply chains. It can also increase efficiency. Businesses can use automation technologies like robotics, machine-learning, big data analysis, and artificial intelligence to detect and respond to supply chain disruptions.
14. …and create contingency and prevention plans
Additionally, increasing inventory, creating contingency plans and looking for ways to reduce costs and increase efficiency can all help to mitigate bottlenecks.
Boothe said that some businesses might also consider shifting their operations to other locations or using new technologies to lessen their dependence on certain markets or suppliers.
Another tactic is inventory optimization. This allows you to identify when and where possible shortages.
Shee stated that businesses might also consider building stronger safety nets such as insurance policies or emergency funds to guard them against unexpected economic changes.
These 2023 marketing trends are worth your attention
This post covers a variety of topics, perspectives, and patterns on everything from AI content to supply-chain automation. This is our final list of top digital marketing trends for 2023.
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Some social media platforms will partner with TikTok
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Other will be distinguished
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AI Content will have many benefits
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Human copywriters do not need to panic
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More emphasis on equity and intersectionality in DEI realm
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Using metrics and KPIs to increase DEI accountability
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Positive attitudes towards automation
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Google Ads More efficiency, but caution
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Designed to appeal to Gen Z’s desire for authenticity, transparency and accessibility
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Immersive experiences with social
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Transparency in data practices
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Higher adoption of privacy-friendly tracking technology
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Automation technology is still needed
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Building of Supply chain Prevention and Contingency Plans
The post These 14 digital marketing trends will have the biggest influence in 2023 was originally published on WordStream.