As the digital arena keeps
changing, the consumer market will grow and change too. There is also an
existing global economic crisis that brands will have to consider and plan for
in 2023. This means that brands will have to tweak and research their
strategies. For this reason, marketers will need to know the trends to take
advantage of these developments.
Let's look at the trends
for 2023.
1. Influencer and social media marketing
This one is likely to
boom in 2023. Brands will need to know and create a deep understanding of
marketing on a social media platform. Instagram still acts as the go-to
platform for youngsters and hence the need to focus on your Instagram marketing strategy is important. Also, the influencer or creator economy
will grow and change. Rather than focusing on lead generation, marketers will
need to turn their attention to influencers. Creators that have a voice and a
fan base can help marketers reach target audiences without needing to
advertise. Creating content that engages people is challenging, but content
creators can be helpful. Brands need to examine what type of influencer
they need. Marketers choosing the wrong influencer with no audience or reach
can affect their efforts.
It is recommended for
brands create a digital marketing plan to integrate creators and give them an understanding of
how competitors are performing.
2. Artificial Intelligence
Today you cannot talk
about digital marketing without artificial intelligence. Recently, ChatGPT has
been creating a buzz. The tool creates natural-sounding and detailed content in
seconds. This has caused people to worry about whether AI will replace humans.
But instead of focusing on this, brands should look at ways to utilize AI tools
to their benefit. AI's algorithms help understand engagement with posts and
analyze results, thereby connecting you with the exact products and messages.
Moreover, you can use ChatGPT to create content on a topic and use it as a
reference for your writing.
3. The Metaverse
Metaverse is a
slow-growing trend but is considered to boom in the future as brands start
picking it up. Metaverse provides immersive experiences online with others.
Nike and Starbucks have announced that they will be using the metaverse to
offer immersive experiences to customers. Metaverse can also draw content
creators, which lets them interact with users. This will enable brands to use
influencers in a new way to interact
with audiences by opening many doors. You can, as a brand, start experimenting
with the metaverse and looking for opportunities. Since the metaverse is still
in the experimental phase, there is no need to worry about missing out.
4. Conversational marketing
Conversational marketing is
the way to go in 2023. People value connections with the products or brands
they interact with. They don't want to wait a day or two after interacting with
their brand, they want to interact right away. But it takes work to create
connections and hence will act as a challenge. Conversational marketing is a
technique where messaging is used in a company's strategy. This is where the
power of chatbots comes into play. Consumers can get their basic concerns
answered without waiting for a call or a message from a person. Sometimes this
can create a new challenge, as there is no bandwidth to respond to the
messages. But companies have now started using pre-programmed responses to
consumer problems.
5. Employee Engagement
When employees love what
they do and the company they work for, they talk about it. This creates organic
advocacy for your company, which they share themselves. This is a great asset
not only to the brand but also to its reputation. LinkedIn is a great example,
as employees share, comment, and tag the company on their posts. This generates
more traffic and engagement. So, it is good to have employees speak about your
brand. This reaches more people, telling others that people who work are active
and engaged. Before asking employees to share information about your company,
ensure they meet your standards. Suppose they have also filled out their
information and their background details correctly.
6. Short videos and clear messaging
YouTube shorts and
Instagram reels have taken the world by storm. They are everywhere, including
on social media. This will continue to be the trend. What does that mean for
brands? They will have to be where the consumers are. Marketers can research
how these formats work to gain an understanding of them and test them.
This brings in a new set
of challenges: creating content that earns attention and retains it. With such
short videos that keep changing and updating, consumers can get distracted.
Since consumers are always on mobile devices, causing content overload. This
enables a drop in attention spans, so brands need to communicate in short and
quick messaging to earn attention. As a brand, you can start creating short and
simple messages. You can take your brand's top priorities and incorporate quick
ideas into them.
Conclusion
Digital marketing is
needed to create better experiences. It is here to stay, so it is important to
know the digital marketing trends and take advantage of them.
It is rapidly growing with new technologies, opening new possibilities for engaging with consumers. The only challenge that remains is to update and upskill oneself to evolve with digital marketing trends.
