To keep your brand at the forefront of people’s minds, it is crucial to understand future marketing trends and implement them into your strategies because marketing moves fast. It is important to take a look at 11 of the most important digital marketing trends to know for 2023, and each one will play a critical role in your marketing strategies moving forward
1. Marketing with AI
Numerous new tools are available to help marketers write and design while only having to assist the AI through prompt creation and context information like the audience, length, topic, etc. AI-generated copy or design projects should not be relied on solely, but they can act as a great starter or inspiration to jumpstart the creative minds of your teams.
For instance, an AI-generated email will typically sound like it’s written by a computer, with a highly standard structure, marketing buzzwords, and lacking the spark of life that good writers can inject into their work. However, an AI tool can eliminate some of the biggest roadblocks of content creation, such as the well-known “fear of the blank page,” to speed up projects. AI-generated copy can act as a great jumping-off point to jumpstart projects.
For designers, AI-generated art may not be the perfect solution, but it can also spark inspiration or be used as a starting point.
It’s worth noting that a lot of this technology is very young, and it is making large improvements seemingly every month. Therefore, 2023 might be the best time for your teams to become accustomed to AI tools and use them in their daily work.
2. Other brief videos with user-generated content
Customers, employees, brand loyalists, or even your own employees create user-generated content (UGC) when they post about your company in a positive light. UGC is essentially free advertising of the most authentic variety (unless someone is paid to do it, of course). UGC is more important moving forward due to its authenticity, standing out more than standard ads or influencer promotions, especially because people are consistently bombarded with these types of ads. People now have incredible sensors for the “fakeness” that plagues paid promotions.
Real customers create UGC, bringing an often-unobtainable amount of authenticity for businesses, and people react to it. UGC is viewed 2.4 times more than paid promotions by consumers, and 80% of people say UGC impacts their purchasing decisions.
3. Utilising technology to maintain alignment between marketing and sales
Business leaders consider aligning sales and marketing a constant goal, and for good reason. Effective collaboration between these two departments is crucial since they have a symbiotic relationship where each one feeds the other. When they don’t work together efficiently, both sides become less effective. Aligned sales and marketing teams are likely to exceed their revenue goals.
This is a future marketing trend for 2023 because technology is always changing and providing new ways for these departments to collaborate. Businesses need to explore internal communications tools, open access to data and other databases, AI, cloud technology, and strategic decisions to bring these departments closer together.
4. Influencer marketing and emerging social media applications
Businesses and marketing teams have to constantly evaluate their social media strategies as new platforms emerge and old ones evolve with new people taking over. One future marketing trend to watch for is the continued rise of influencer marketing as shopping becomes more social. Influencers have highly dedicated fanbases and allow businesses to advertise to niche audiences in more genuine ways. This trend aligns with other social media trends, where businesses are turning to social platforms to sell their products directly on their app or to set up shop-focused pages to showcase their products. Some platforms, such as Facebook, host a business’ entire web presence effectively, allowing customer service, audience communication, content creation, and advertising all to be done on one platform. This trend is working, as social commerce sales are estimated to top $992 billion this year and reach $3 trillion by 2026.
5. A Return to Experience-Based Marketing
In 2020, the pandemic shut down any chances for brands to interact with customers live and in person, just as experiential marketing began climbing into relevance and brands started planning unique and viral experiences around their products. Now, brands are bringing these events back as people are increasingly likely to return to them. Furthermore, businesses are pushing for more virtual experiences due to the rise in availability of AR/VR technology.
6. Conversational marketing and personalization
Businesses need to do more personalized campaigns because 80% of consumers are more likely to make a purchase if offered a personalized experience. Personalized marketing is crucial because the data clearly shows that people react better to it. Adding names to emails, sending curated content, and identifying specific pain points in their industry are all ways to show that you’ve done your research and are willing to go the extra mile to connect with them. Using data collected in 2023, businesses can know more about their audiences than ever before, allowing them to make the best decisions for specific subsets of their audience to offer the most personalized experience possible.
7. Voice-Enhanced Search
In 2023, businesses may need to optimize their SEO for voice search as more people turn to Alexa and Siri for searching. Currently, 20% of searches are done via voice search, and this number is increasing as more homes have smart speakers and other voice-capable devices. This trend is particularly relevant on YouTube, where users can now use their voice-capable remotes to search for content. Therefore, businesses should consider using shorter key phrases, adjusting their phrasing, and building branded voice skills to improve their voice search rankings.
8. In the Metaverse
Marketers often discuss the looming challenge of the metaverse. While it has seemed far off in the distance due to the cost and rarity of good VR goggles required to access it, the metaverse is growing nearer as technology catches up.
So, in 2023, it will be worth discussing how brands will utilize these digital spaces in their marketing. Typical uses so far have been branded spaces, digital clothing, unique metaverse experiences, and more, but this technology is just now beginning to blossom so its true uses may not have yet been discovered by creative marketers.
9. Internet-based Material
Marketers agree that interactive content positively affects marketing materials, providing benefits such as higher audience engagement rates, increased lead generation, more brand loyalty, and a better learning experience. Bringing interactivity to your content strategies in 2023 is crucial.
Incorporating creative types of content, such as quizzes, polls, interactive videos, and augmented reality experiences, will help your brand stand out and provide a memorable moment for those who come to your content.
Types of interactive marketing content include:
• Quizzes
• Interactive infographics
• Calculators
• Polls
• Maps
• Assessments
• Videos
• Games
10. Understanding VR and AR
The technology for Virtual Reality and Augmented Reality (VR and AR) has been evolving for quite a while, and just recently, it has reached the point of mass acceptance. Brands are now tasked with using it to create unique and memorable experiences. Unloading your team’s creativity and creating simulated experiences that consumers can have in their own homes or at an event is a chance to do so. In the metaverse, literally anything is possible.
11. Advertising that addresses privacy issues
Marketers recognize that data usage has increased substantially, but it’s essential to remember that individuals must voluntarily provide their data. It’s crucial not to forget the human aspect of data collection. As users become more concerned about privacy, companies must review their data collection strategies and positions and communicate them effectively to their audience. A weak data and privacy policy or mishandling of data can significantly affect user trust. In fact, 43% of surveyed individuals would switch brands completely due to a negative privacy experience.
12 What does web3 marketing?
– DMEXCO suggests several useful tips to incorporate into your marketing stack in order to keep up with the changes in web3, such as following the latest trends related to web3 and gaining an understanding of web3 technologies, such as blockchain and NFTs.
– Marketers should use customer data insights skillfully, even though there is more privacy, as there will likely be some relevant buyer data that can be valuable to them.
– Marketers should optimize user experience for web3 and always track the performance of their web3 marketing strategies.
– It’s worth noting that web3 hasn’t yet proven to be able to displace web2 technologies, even though there’s a lot that is appealing about it.
– Web3 marketing typically uses both new platforms like Discord and Telegram alongside existing traditional advertising and marketing platforms, and a mix of techniques and channels is essential for web3 marketers to target both existing web3 believers and those who are new to web3.
What web3 marketing initiatives does Singular support?
Singular, a leader in marketing analytics, offers a complete solution for measuring, engaging, and developing Web3 entities to support web3 performance marketing. Their technology enables cross-platform tracking and attribution to monitor performance across devices, provides automated wallet ID assistance to analyze user journeys and NFT transactions, offers standardized web links and complete funnel reports for CPAs, and adapts linking strategies for obtaining and involving users.
Their Extract, Transform, Load (ETL) system facilitates the transfer of enriched cross-platform data into databases, storage solutions, and reporting tools.
What is marketing for Web 3.0? What Effects Will Web 3.0 Have on Business?
The next generation of the internet, Web 3.0, aims to directly interact with users and devices and provide an open and transparent Internet. Web 3.0 features blockchain technology, decentralization, privacy, and security. It also has three main pillars, which include semantic web, Artificial Intelligence (AI), and natural language processing, organizing data on the internet so that machines can understand it the way humans understand data, bestowing machines with the ability to understand tasks typically done or created by humans, and drawing from the ability of machines to understand written and spoken words, respectively.
Businesses can take advantage of these developments in Web 3.0 marketing to drive effective marketing strategies. A strong Web 3.0 marketing strategy could allow marketers to expand beyond videos and ads and create engaging, specialized, and community-focused content. Delivering personalized experiences to customers has been a significant challenge for businesses, with 63% of digital marketing leaders struggling with this, according to Garner. With the decentralization of the internet in Web 3.0, marketers can enhance their marketing efforts to provide customers with more effective and interactive marketing opportunities. However, businesses that heavily rely upon users’ data for engagement could face challenges due to Web 3.0’s emphasis on data security and privacy of users. Focusing on Web 3.0 marketing could provide businesses with excellent opportunities to grow with the evolution of the internet.
Web 3.0 Marketing Examples
Web 3.0 marketing examples include:
1. Macy’s NFT parade:
On the virtual web 3.0 landscape, retail chain Macy’s unveiled balloons for the Thanksgiving Day parade that were based on NFT.
2. NFTaco Bell Campaign
Fast food chain Taco Bell used NFTs to sell digital taco artwork at $1, and this sold out in under 30 minutes!
Credits: Taco Bell – NFT
3. Samsung Discord Launch
Samsung joined the community-based social platform Discord to connect with consumers and cultivate a virtual community.
Credits: Samsung
How Does Marketing Affect Web 3.0?
Web 3.0 will significantly impact marketing in two ways:
1. Personalised User Experience: The main goal of Web 3.0 is to give consumers a personalised experience. Marketers will need to develop strategies to take advantage of the internet’s decentralisation and give their clients a customised experience.
2. Data Privacy and Collection: As marketers rely on such data for targeted marketing, Web 3.0 will provide consumers control over their data. Businesses must concentrate on community marketing to create trust in order to collect marketing
Marketing Techniques for Web 3.0
• Communities: Due to increased data protection, marketers must concentrate on community marketing to get input and insights.
• Decentralised apps: Instead of depending on a single computer, businesses will need to develop decentralised apps that can function on a blockchain network of computers.
• Search Engine Optimisation (SEO): They will need to improve their SEO material in order to continue appearing at the top of search results for terms associated with your company.
• Non-Fungible Tokens (NFTs): To meet demand, several companies are already developing marketing campaigns around NFTs, which have the potential to be important assets for web 3.0 marketing.
• Metaverse: The ability to build immersive and compelling 3D virtual experiences for customers with Metaverse will greatly improve digital marketing efforts.
Get Your Brand Ready for Web 3.0 Marketing
1. Web 3.0 Market Trends to Follow
Web 3.0 is still in its infancy, so staying on top of emerging consumer trends may help businesses experiment and get ready for changes to the internet in order to remain competitive and relevant.
2. Information From Communities
Less data is generated when data privacy increases. As a result, businesses should start building communities to improve customer relationships and boost brand loyalty. They will be able to continue using data in this way to make smart marketing choices.
3. Learning about Blockchain Technology
This technology is the foundation of Web 3.0, thus in order to stay current and get ready for Web 3.0, organisations must learn about and have a solid grasp of blockchain technology.
The Future of Marketing with Web 3.0
Web 3.0 is inescapable given the internet’s continual growth. It has started to alter how we now utilize the internet. With the aid of web 3.0, companies can design individualized, immersive experiences for customers that will increase brand loyalty and revenue. Companies all around the world are already getting ready to use web 3.0 marketing to boost their brands.
In Conclusion
For marketers and the way they utilise technology to communicate with their consumers, 2023 will be yet another year of change and upheaval. Future marketing trends are continuously shifting, so the best approach to maintain your plans current and powerful is to be informed about what’s ahead.
