Trends in the digital world are always changing. Some are developed, some are dug up from the past, and some appear out of nowhere! Marketers are constantly looking for newer ways of creating content that can grab their audience’s attention. To do this, they need to know what tools, strategies, or assets are trending or growing in the marketing space.
Here are 5 trends that could potentially dominate the digital marketing world in 2023 that you should keep an eye out for!
1. Artificial intelligence
The big talking point so far this year. We’ve all become acquainted with artificial intelligence (AI) in marketing, with many already reaping the benefits of using AI-powered marketing tools to analyse large amounts of data to create targeted advertising campaigns, identify customer segments, and predict consumer behaviour. Most have already adopted AI tools that automate repetitive tasks like social media management, email marketing, and content creation, allowing marketers’ businesses to focus on more strategic initiatives.
In late 2022, Open AI released several AI products, including ChatGPT and DALLE 2, that can create art and write text in response to a simple user prompt. CEO of OpenAI, Sam Altman, hints at GPT-4 being a multimodal AI (ability to function in multiple modes, such as text, images, and sounds). This means that instead of having only textual interactions, an AI with multimodal functionality can listen to directions and interact with speech. The market for these services is enormous!
We are entering uncharted territory in 2023 as a result of these innovations, and it is likely to turn the marketing world on its head. So keep an eye on this space.
2. Personalised video content
Is video marketing going to be the future of content marketing? Since the pandemic, people are investing in digital content and video is the most popular type of content across all platforms! Most brands are using the power of video through YouTube, Instagram, and TikTok to deliver engaging content. With its increased popularity and tools to quicken video creation in recent years, 2023 is going to be a year where video content blooms! (Why not take a deep dive into video in our video marketing blog?)
As video content creation becomes easier and more accessible, tools are being developed that will automate personalisation in videos! Personalisation in videos will boost brand loyalty and customer satisfaction. They will be game changers for the future of video marketing.
For example, have a look at this video with a personalised “thank you” note. Not only does this attract the attention of the reader but it also makes them feel valued by addressing the customer’s name in the video!
Do you want to reach more audiences with videos in 2023? If you are, keep a close eye on personalisation in video marketing!
3. Interactive marketing
Speaking of personalisation, games, puzzles, and polls go a long way when it comes to engaging viewers on a deeper level. You can directly engage with your audience and learn more about them, which can help you develop strategies to improve the user experience and your product. Furthermore, your audience will feel more connected to your brand as a result of these small interactions.
Take advantage of these marketing strategies this year and build a connection with your audience. If you don’t know where to start, you can test out different campaigns by A/B Testing to see which interactive marketing strategy works best for your brand.
4. Influencer marketing
With the growth of newer social media platforms such as TikTok, there has been an increase in newer audiences/users as well as the birth of influencers and content creators. Many of the influencers’ production value has reached an all-time high in 2022. The influencer marketing industry has had an 18.8% annual increase between 2021 and 2022 and is now valued at approximately $16.4 billion.
Brands are constantly trying to engage with existing or newer audiences and to do this, they rely on influencers who can stay on top of trends to deliver desired results and engagement. During the pandemic, brands have realised the importance of eCommerce and have utilised the right tools in their marketing and one of them is influencer marketing. Since organisations now understand that they can operate virtually anywhere, marketers should keep an eye out for social media platforms such as TikTok or Instagram where influencer marketing is highly popular.
5. Live stream
Speaking of influencer marketing, live streaming is a popular tool used by influencers that are gaining rapid recognition. Live streams are great for building personal connections with your audience which helps gain trust in your brand.
Did you know that 80% of consumers prefer to watch a live stream over a blog or social media post? Moreover, the live-streaming industry is expected to reach almost $224 billion by 2028!
The pandemic has boosted digital innovations to connect people virtually over the previous years. Live concerts, gaming, and Livestream shopping are becoming popular each day. Businesses and organisations are adopting live streaming as part of their marketing strategy to deliver more personalised interactions with their customers. Live streaming can also be much more affordable than video ads as it is more forgiving in aspects of quality.
Conclusion
These are only 5 of so many other potential marketing trends that you can use for your brand. Digital marketing is constantly expanding, evolving, and changing. There will be newer trends and newer audiences each year so keep an eye out for what tools or content are gaining the most traction. Lastly, make sure to be versatile and try out new things in 2023!
