Businesses, in particular digital marketing teams, need to constantly evolve if they want to retain and attract new customers. Marketers should make it a priority to add fresh marketing methods, ones that move with the times, to their business strategy. Sticking to familiar platforms and content means they run the risk of being left behind.
Here’s our round-up of the latest digital marketing trends for 2023.
1. Social Media Marketing and TikTok
TikTok’s users hit a colossal 4.6 billion in 2021 (1) and it’s set to rise. Once a hangout for teenagers posting funny videos, it’s now a huge gathering point for consumers and creators. All the major brands now post, and advertise, on TikTok as statistics show that it’s where their customers hang out.
Aside from the benefits of increasing brand awareness and customer engagement, marketers are getting excited about improvements to the Ads Manager feature. These new improvements allow more targeted advertising, and it’s going to be a game changer.
2. Video Production
Did you know that 80% of people prefer to watch videos rather than read text? Smart marketers, up to 87% already use video as an integral part of their marketing strategy. (2)
There are all kinds of videos you can use to attract customers and increase your brand’s visibility. Ideas include short, 30-second videos, vlogs and live-action footage that tells customers what you’re about and what’s on offer.
Video productions show off your brand’s personality more than text, make you relatable and encourage customer engagement. For example, customers can ask questions in real-time and you can reply straight away. For a business that sells products, or even services, videos are a valuable educational tool and give customers the content they’ll like and trust.
3. Use of AI
The use of AI (artificial intelligence) in marketing is set to skyrocket in 2023. New platforms and systems now allow digital marketers to analyse customer data at a greater depth, predict trends, create content and automate marketing.
AI can help digital marketers target paid ads more effectively, saving teams time and maximising ad returns. Chatbots have traditionally been used on websites as part of a customer service strategy, but they’ve expanded into social media such as Facebook Messenger by answering customer questions.
4. Influencer Marketing
Influencer marketing has been around for years, most notably on Instagram. Successful brands jumped on the influencer trend years ago, making it a key strand of their digital marketing campaigns.
In 2023 influencer marketing is set to be huge with a predicted rise in video content across YouTube, TikTok and Instagram. Facebook and Twitter now encourage brands to post videos, and influencers are now using podcasting platforms as part of their brand collaboration.
Live shopping, where customers buy products through Instagram Live, will increase in popularity, with more and more influencer and brand collaborations in the pipeline for 2023.
5. Personalised Marketing and Ads
Customers want tailored marketing messages just for them – it’s now a must for customer retention and sales. Paid Ads will be hyper-targeted and relevant to customers, and insights will allow marketers to personalise, meaning customers will be drawn to what they want to buy. It may be worth seeking help with paid ads or PPC marketing.
Location-based marketing is set to increase, as are tailored loyalty programmes where customers receive relevant product or service offers rather than irrelevant, across-the-board promotions.
6. Virtual Tours
Virtual tours have been around for a few years but they’re set to explode in 2023. Marketers should consider investing in virtual tour software, as it provides customers with a truly immersive experience.
Think of a virtual tour as another strand of content for your customers, particularly to showcase destinations, homes and products in finer detail. Businesses in the travel and property sectors should add this trend to their marketing plan as it hugely enhances the customer journey. Not only do virtual tours showcase your services and products, but they also act as a deal sealer, turning a browsing customer into a conversion.
7. Conversational Marketing
More businesses are using this as a tactic to increase sales. It means engaging customers through real-time conversations, for example when a customer browses a website. When used with digital marketing techniques such as a personalised website experience, engaging copywriting, and an easy-to-follow sales process, it enhances the customer journey, often leading to a sale.
Conversational marketing uses methods such as Chatbots, support forums, texting and marketing automation. You may be using some of them already, but offer your customers the full range and your sales figures will rocket.
8. Increase in Voice Search
Voice search is a fantastic tool for digital marketing. Customers simply speak instead of typing into a search bar. Global brands such as Google and YouTube were early adopters, and many others are now following suit.
The technology saves customers time, enhancing the customer journey. It’s also great for inclusion and assists people who have difficulty typing, showing you provide access for all. For people on the go, voice search makes it easy to find the information they need just by using a smartphone.
9. Youth Related Content
Customers in the 18 to 23 age brackets have huge buying power. They enjoy video content, particularly from content creators they trust. Because they trust them, they’ll often go off the platform to buy the product or service they promote. Consider hiring a content creator that specialises in engaging young people, and one with a huge social following.
Creating a digital community where young people feel comfortable is a fantastic tool if your customer demographic is young people. Exclusive email lists, live videos on your socials and promoting in-person events so they have real-life interaction all add to the experience.
10. Quality and Concise Content
2023 will see a rise in quality, as well as clear content for customers. Google has now started to crack down on poorly written content – and this affects your Google ranking. Content is king, so make sure you’re giving customers content that is relevant and meaningful to them.
Write content in the mind of your customer, and make sure you avoid stuffing your content with keywords. Google picks up on this, penalising your search ranking. Think relevant, easy to understand, and well-written. SEO services like SEO Wirral are great ways to boost your business – get in touch to learn about the latest marketing trends and improve your business.
Sources
(1) TikTok MAU 2021 | Statista
(2) Video Marketing Statistics: The Top 42 Stats for 2023
Posted on Friday, January 27th, 2023 in Digital Marketing.
