Trends in Digital Marketing for 2023 – In 2023, we will continue to see digital marketing trends evolve and become more pervasive than today.
Here are four predictions for how things will change in the next 12 months. Of course, changes in marketing are always exciting.
With new technologies, strategies, and ways of thinking, recent trends emerge that help businesses stay ahead.
In 2023, we can expect several digital marketing trends to continue to evolve and become more widespread than today. Here are 19 predictions for how things will change in the next 12 months.
They are divided into 7 thematic reference blocks focused on:
MULTIMODAL
Understood as those that apply to all Digital Marketing in general, regardless of which channel or strategy is discussed.
THE RISE OF THE CHATBOT
Chatbot technology has been booming in recent years. These digital entities are becoming increasingly popular with businesses and consumers as they become more advanced, with artificial intelligence algorithms at their core.
Chatbots make communications between brands and their customers fast and simple, thus improving the shopping experience and supporting a greater diversity of users. In this article, we will see what the rise of chatbots entails, its benefits for the company, and its creative uses.
The Rise of Chatbots
The chatbot concept came to life with Facebook’s April 2016 announcement, although its origins date back to 1966 when the first of its kind was developed by Joseph Weizenbaum.
Since then, many others have emerged and become famous thanks to the unleashing of chatbots’ ability to use artificial intelligence (AI). As a result, chatbots are now present in every industry, location, and business function, expanding their reach beyond customer service.
Technology experts predicted that chatbot adoption would continue to grow thanks to the savings in time and resources that its use brings.
One of the primary uses of chatbots centers around customer service and advice. These digital entities offer customers personalized treatment, interacting spontaneously with users, understanding the questions they may ask, and answering them quickly.
This decreases the waiting time for users and improves the service offered by the company. One example of this concept is the Sephora chatbot, which serves customers to recommend products suitable for their complexion, thus satisfying their demanding needs.
Chatbots are also very popular with consumers. In fact, according to a survey conducted by Distendia in 195 countries, 15% of consumers worldwide interacted with a chatbot in 2018.
One of the primary explanations for this was the availability of the service since chatbots allow users to receive assistance 24 hours a day, 365 days a year.
Creative Uses of Chatbots
Beyond offering customer service support, chatbots can also perform a variety of creative roles. An example is Tina the T.REX, a chatbot designed to answer questions about what a dinosaur eats and how it stays fit.
This digital entity has become popular with children and shows the diversity of creative uses that chatbots entail.
conclusions
Chatbots are quickly becoming their own industry, and more and supplementary companies are taking advantage of the benefits that this brings.
They offer users an unprecedented interactive experience, allowing brands to improve customer service and consumers to access information more easily.
While some ethical issues remain unresolved, the chatbot boom is expected to continue to grow in the coming years, thus offering the promise of a better future.
EMAIL MARKETING
Apple started the path of high privacy with iOS 16, which may end up making the current KPIs to measure the effectiveness of Email Marketing, such as open rate and clicks, more difficult to obtain
Apple has been known for its cutting-edge technology for years. The company has brought its brilliance back in the form of iOS 16, the latest version of its iOS operating system for iPhone.
This new version has been designed with security and privacy, making creating and measuring key performance indicators (KPIs) for email marketing challenging.
What can companies do to adapt?
While the new features in iOS 16 make it difficult for email marketers, businesses should not despair.
There are still several methods that companies can use to ensure the success of their campaigns.
Conclusion
Security and privacy improvements in iOS 16 and other Apple devices will make it harder for businesses to measure the success of their email marketing campaigns.
However, there are still many steps companies can take to ensure the success of their campaigns.
By following privacy regulations and adopting certain data collection practices, companies can continue to measure the success of their campaigns in depth.
SOCIAL NETWORKS
This year, there were as many searches on Google as on TikTok, mainly by young people. So the different platforms will begin to work on their conditions so that the contents are found through keywords and not only by algorithms.
As the world turns out to be more and more connected, more and more people have turned to the Internet to find answers to their questions.
Google and TikTok are already two of the most popular search engines, seeing increased searches from younger users.
But what about these two platforms that have made them attractive to the younger generation?
Below we’ll explore why young people turn to Google and TikTok for their search needs and what kinds of information they find.
Why is Google so popular?
For a good reason, Google is the world’s most popular search engine. It provides accurate and up-to-date information on any topic you can think of.
Many people rely on the search engine for their professional and academic research needs.
ELECTRONIC COMMERCE
More and more e-commerce websites do not operate with the same traditional e-shop design with multiple navigation options.
Funnel shops, usually seen as a single page where navigation done through a long scroll and some buttons, begin to have better conversion rates, especially regarding a small variety of products.
The Internet has ushered in a new way of shopping online. The inclusion of e-commerce processes has transformed the way business conducted.
Trade was limited to retail businesses, but it expanded to a much wider world.
Funnel shops are a new form of e-commerce that allows us to efficiently navigate thousands of online retailers and products.
SEO
Google has begun to become more strict with the creation of content. Now it penalizes websites that publish ’empty’ things and more easily detects misleading content or web spam. In short, only quality content and keywords totally allude to it.
For many years, Google has been the most used search engine.
1,000 million searches are carried out on Google every day, and it the most visited website in the world for the most up-to-date and informative content.
Despite all this popularity, Google continually updates its algorithms to ensure quality content and ethical SEO practices, ensuring that top-ranked websites follow specific guidelines to appear on page one.
PAID MEDIA
Google announced the removal of third-party cookies and a change in how advertisers will access data, which is less and less individualized.
Apple and many m, more technology companies will follow a similar path in the following years. As a result, this becomes a threat to digital advertising as we know it today.
In 2020, Google announced its intention to phase out third-party cookies marketers, and advertisers use to track user activity and deliver personalized ads.
In June 2021, Google made it official: It will phase out third-party cookies in its popular Chrome browser by the end of 2023 to improve online privacy.
NATIVE ADS
According to HootSuite, 37% of users use ad blockers, and intrusive ads’ credibility is getting worse.
The alternative of creating ads integrated into the content on websites or platforms presented as a solution that promises better returns.
Native ads are a relatively new format gaining popularity among Internet users. It used to promote products or services in a context related to the content.
What are native ads?
Native ads use the existing design and functionality within a web page or app to connect directly with users without being overly intrusive.
These ads typically look and behave similarly to the editorial content on the page, as they usually integrated with it. This allows ads that closely resemble editorial content to circulate sparingly within the website, then change the ad tone as needed.
Native ads designed to visually appealing and load relatively quickly, so they help drive sales, increase brand awareness, and provide a pleasant user experience.
This sets them apart from other advertising formats, such as banners, which appear to be separate entities on the web and are often ancient and intrusive forms.
Benefits of native ads
Unlike other advertising formats, native ads have several benefits for advertisers.
Due to the custom design of the ads, they adapt to the user experience and thus increase the click-through rate and brand engagement.
Native ads have a much higher click-through rate than conventional ads, meaning users are more interested in the product or service promoted.
BIG DATA AND OWN COLLECTION
Google Analytics 4 will start working next year and will allow many more functions to collect data from users, aiming that companies obtain more consistent databases and depend less on third parties (which is related to privacy limitations).
FINAL CONCLUSION:
This is a complete and objective document on Digital Marketing trends for 2023. The different sources of information and expert forecasts have been considered to provide for rapid consumption of those trends that give the best arguments and avoid misinformation.
Digital Marketing is a continuous process. The trends outlined in this document represent the beginning of new strategies and tactics that will come into play over the next two years.
As always, knowing what is happening now is the best way to predict the future.