The start of a new year is the ideal time to analyze the most outstanding trends in digital marketing.
The development of new technologies and changes in behavior among users in the digital world are constant challenges for marketing professionals. These must always adapt to the needs and tastes of consumers, so they must remain attentive to the trends that appear at all times. We present 10 opportunities that 2023 presents to launch digital marketing campaigns in your company. Let us begin!
Artificial intelligence (AI) takes the work out of marketers by assimilating behavioral trends based on experience and results. This is highly beneficial for driving personalization and segmentation and ensuring legality in data collection and storage.
By 2023, it would be very useful to take advantage of this technology to boost SEO positioning by analyzing success patterns. Thus, the continuous updates of Google’s algorithms could be combated. But it is important to remember that search engines penalize the use of applied AI to automatically create mass content.
The biggest trend that AI will bring this year is chatbots. In other words, chats are assisted through robotics that allows customers to be served, questions answered, or product recommendations offered. The idea is to improve the effectiveness of their responses and bet on the emotional impact to make them more human. Thus, users would have a more satisfactory and instant shopping experience thanks to their interaction with chatbots.
This trend is supported by technology and artificial intelligence to replace manual work with automatic processes, with the aim of reducing errors and saving workers time. Currently, this opportunity has been used a lot in email marketing (or mailing ). Therefore, this year the objective is to improve these practices to optimize the sending of emails without abandoning personalization.
Instead, an upward trend that we will see is automated payments that allow customers to make purchases easily and quickly. In this sense, the so-called “one-click purchases” arise. Another process that will gain momentum will be the automation of two actions in programmatic advertising: data analysis and bid adjustments.
Omnichannel marketing proposes a connected, integrated, and consistent advertising experience from different channels. The objective is to reach the maximum possible number of potential customers through powerful strategies that impact the public. Looking to 2023, the most used platforms in omnichannel marketing will be digital press, podcasts, virtual or face-to-face events, and mobile applications.
The metaverse and augmented reality
Although the metaverse is still in development, the truth is that it has already reached the world of marketing, and this 2023 it will continue to expand. This parallel universe can boost company positioning, influencer marketing, decentralized commerce, merchandising sales, etc. At the moment, the metaverse is a very young trend, which is why marketers must always stay informed to discover how this world evolves.
On the other hand, augmented reality (AR) is a trend related to the metaverse that is more developed, and that can be put into practice this year with more ease. AR offers an immersive experience to users that can drive them to make purchases online. It is an innovative proposal that offers many possibilities yet to be explored.
The end of third-party cookies and the arrival of alternatives
In response to the regulation of the European Union, cookies that allow data collection from third parties will be prohibited. Browsers like Firefox and Safari have already removed them. Meanwhile, Google leaves them active until 2024, although it is already developing alternatives, such as the themes API, which launched last year. This interface analyzes the interests of Internet users and groups them into anonymous groups.
In this way, a marketing trend this year will be the search for and implementation of data collection processes that respect the new regulations.
The more data is collected, the greater the desire for privacy.
Personalization has been a marketing trend for several years, so 2023 will continue to assume a leading role. This is a challenge for companies since they must collect data from their prospects in compliance with the law. Surveys, contact forms or subscriptions, and information on social networks are used… But what will make the difference will be the use of big data.
Users are aware of this trend, so they demand transparent and secure processes so that their data is not at risk. For this reason, brands must transmit greater confidence through privacy guarantees such as the configuration of options, the communication of their policies, or the elimination of unnecessary data.
Google Analytics 4
On July 1 this year, Universal Analytics will stop outputting data to Google Analytics 4 ( GA4 ). This tool allows companies to understand better their customers’ journey through data obtained from event-based websites. Google views GA4 as “a new property designed for the future of measurement.” Undoubtedly, using this new version to learn analytics is a fundamental marketing trend for 2023.
TikTok and short videos
The growing popularity of TikTok and the communication processes it raises have positioned video as the favorite content format. And not only that, but this year short videos of a mobile nature will be a growing trend due to their ability to impact quickly.
We are seeing it on Instagram with its constant updates to promote the creation and consumption of videos ( Reels ) and on Twitter or Facebook. Even on YouTube, where in 2023, the YouTube Shorts platform will surely gain more importance, where users can only post videos of a maximum of one minute.
Authenticity in social networks
An unstoppable trend seeks to show a more real and natural image on social networks so that not only the exceptional is shared, but also the everyday. This has gained traction thanks to the impact of the BeReal app among generation Z, who now also want to find more authentic content on the rest of the social networks, including LinkedIn. Therefore, a challenge for companies in terms of their marketing and communication strategy is to show themselves to be more humane and close to their followers.
Influencer marketing and the presence of gamers
Collaborations between companies and influencers will continue to strengthen in 2023, especially among more local profiles and those aimed at a specific audience. But, especially, there will be a growing interest in the figure of the gamer due to the great popularity of esports (electronic sports).
To finish, we can summarize all this by saying that digital marketing will be marked by four main trends this year, 2023:
- artificial intelligence.
- The challenges posed by the metaverse.
- The growing demand for privacy.
- Behavioral changes originated in social networks.
Your goal as a marketer is to turn these challenges into new opportunities for your business. Are you ready? Forward!