Aresync | Impact Of Digital Marketing Trends In 2023

 

Marketing has always been about reaching specific users at the right time and place. However, with an estimated 5.16 billion Internet users worldwide by January 2023, it's necessary to connect with online users wherever they spend their time. That's where Digital Marketing comes in.

Like traditional marketing, digital marketing constantly evolves, creating new business opportunities to grow and expand. Therefore, keeping abreast of the latest developments in digital marketing can provide essential data to improve campaigns and decision-making and reduce the risk of losing conversions and potential customers.

If you want to stay ahead next year and keep your business forward, look at digital marketing trends in 2023.

The digital landscape is evolving thanks to artificial intelligence. With its ability to analyze data and dynamically adjust inputs, artificial intelligence improves the ability to identify marketing trends. AI also makes it easier for brands and marketers to improve their digital marketing efforts, increase sales, acquire new customers, and drive traffic to relevant content.

According to the study, 98% of companies plan to invest in artificial intelligence tools this year to save money, reduce content creation time and employ fewer content teams. Another report predicts that 10% of Fortune 500 companies will invest in AI-based digital content creation.

The question is no longer whether companies should use AI but how they should use it: according to a 2022 study, half the world's companies use AI in at least part of their business; by 2023, text, graphics, audio, and video models will become increasingly important.

Influencer Marketing Will Continue To Grow

Influencer marketing combines traditional and modern marketing strategies. Influencers and social media celebrities are similar in that they help brands promote their products and services. The only difference is that celebrities are often seen as ordinary consumers and reliable sources of recommendations and advice.

37% of consumers trust influencers more than brands, and Generation Z and millennials trust influencers twice as much as baby boomers. As a result, more and more brands are investing in influencer marketing and strengthening existing partnerships.

It is estimated that influencer marketing will be worth $16.4 billion worldwide by 2022. Spending on influencer marketing is expected to grow by 15.9% in 2023 and 23.4% in 2024. By 2024, influencer marketing spending could generate total revenue of $7.14 billion ($4.99 billion in 2022).

Influencer Marketing Will Continue To Grow

Instagram and TikTok have recently invested heavily in influencer marketing, as influencers earn a living on these platforms. In 2022, Instagram spent $2.23 billion on influencer marketing, while TikTok spent $774.8 million.

According to Insider Intelligence, TikTok's influencer marketing spend could overtake YouTube's in the coming years due to the platform's greater visibility.

Meta and Instagram offer videos, YouTube prioritizes short videos, and Google is increasing the weight of video content in search results. These new features follow the model of TikTok, a quick video platform that has become a significant player in the travel shopping market.

According to Wyzowl, 96% of marketers will continue to use video as an essential element of their marketing strategy. Moreover, 70% of "non-video marketers" plan to start marketing videos online by 2023.

Not surprisingly, more and more marketers see video as a valuable marketing tool: by 2022, 96% of marketers say video marketing is essential. 96% of marketers say video marketing increases consumer awareness of their products and services, and 95% say it increases brand awareness. Other marketers see video as a powerful tool for increasing traffic and sales, generating leads, reducing customer service calls, and increasing ROI.

Many companies now use short videos as part of their digital marketing efforts. For example, Canva uses short videos on YouTube and TikTok to share 30-second tutorials on design tools

Marketing

Thanks to several new and emerging trends, the global email marketing market is expected to reach $9.62 billion by 2022, up from $10.9 billion this year.

For example, brands will increasingly integrate or continue to use artificial intelligence and automation in their email marketing efforts, such as personalizing messages, accessing and analyzing customer data, and creating engaging content and subject lines. In addition, more and more companies will use gamification in their emails to differentiate themselves from the competition and better engage customers.

More Communication With Employees

Previous studies have shown that half of the employees voluntarily share content about their company on social media, and companies and recruiters realize the power of employee advocacy to enhance a company's brand. In 2023, employee advocacy will play a more significant role in employer branding as more and more people leave their jobs in search of better pay, flexible working, and better opportunities.

Take Starbucks, for example. The company has created the hashtag #tobeapartner, which employees can use on social media. This campaign provides a communication platform for Starbucks employees and a platform for the company to showcase its culture and innovation to the world. By February 2023, more than 900,000 posts on Instagram included the hashtag.

Content that reflects the company's core values and is suggested by employees humanizes the brand and contributes to its success.

LinkedIn Is A Powerful B2B Platform

LinkedIn significantly impacts B2B marketing strategies, enabling companies in all sectors to reach over 690 million consumers and easily connect with their target market. According to the Content Marketing Institute, organic use of LinkedIn for B2B content marketing will rise from 93% in 2021 to 96% in 2022. While this is a slight increase, it is not significant.

The Importance Of Customer Loyalty

It would help if you offered extras, promotions, and benefits that attract valuable customers to stay ahead of the competition. By 2022, 76% of consumers worldwide will declare themselves loyal to one or more brands, compared with 67% in 2021.

Customers will have more control over their interactions with brands. They want to be heard and understood. Loyal customers are 67% more likely to spend money than new customers. While many brands add value, those not prioritizing customer loyalty will disappear.

Sephora's Beauty Insider program, for example, is a rewards program that measures its success by the level of engagement of its members. The beauty retailer's loyalty program has over 25 million members and accounts for 80% of annual sales. Sephora gives its loyalty program members freedom of choice, enabling it to offer customers the products and shows they prefer.

Creating Forms To Collect Zero Data Is The Future

Zero data is information that customers voluntarily provide to companies. It is information that customers wish to share with brands, such as their size, fashion, and shopping preferences. Data privacy remains highly controversial, but as more and more people become familiar with data and technology, concerns about companies misusing their information are diminishing.

Moreover, many consumers believe that access to their data will enable them to get personalized recommendations for products and services; according to a 2022 survey, 47% of consumers worldwide have shared their data with third parties. 47% of consumers worldwide have shared their data for the express purpose of using it! According to another study, 49% of consumers dislike irrelevant content and offers, and 41% are annoyed by information that doesn't meet their needs.

One brand that effectively uses unstructured data is Yelp. This business review site uses customer reviews to highlight restaurant features that match consumers' preferences, enabling them to make informed decisions. Personalized services using unstructured data help strengthen customer relationships. Product launches and small businesses increasingly rely on email marketing.

Readers' preference for branded emails is good news for small and medium-sized businesses. According to Campaign Monitor, 64.1% of SMEs currently use email marketing, and 71.8% use it exclusively for customer relations.

These figures are set to rise as more and more SMEs realize the power of email marketing for advocacy and social responsibility.

Advocacy And Social Responsibility

Email marketing also offers a high return on investment: the average email conversion rate 2022 is 8.17%. Although this is lower than the average click-through rate in 2021. (8.87%), converting many email subscribers is a significant advantage for retailers, who can attract influencers and regular customers.

In recent years, the IoT has become a valuable tool for digital marketers, as it enables retailers to access more customer data in real-time, including product usage. The number of IoT devices installed worldwide will reach 19.8 billion this year, up from 16.4 billion in 2022. As the number of IoT devices installed worldwide rises from 16.4 billion in 2022 to 19.8 billion this year, this innovation should continue to drive digital marketing in 2023.

The IoT will enable marketers to access simplified sales data, analyze consumer insights, improve advertising effectiveness, and more.

By 2022, many brands will already use IoT to enhance their digital marketing. For example, beer company Heineken launched The Closer, a Bluetooth-connected bottle opener to promote work-life balance, which was severely compromised during the COVID-19 pandemic. Thanks to IoT technology, users instantly close all work applications on their phones when they open a bottle of Heineken beer.

Brand Customers Demand Greater Satisfaction

Customer satisfaction is more important than ever as more consumers recognize their priorities and seek brands that align with their values. According to a survey conducted in 2022. 82% of shoppers said they want brands that align with their values. If their preferred brand adopts the opposite principle, 39% said they would boycott the company permanently, and 24% said they would leave it temporarily.

In the digital age, customers tend to seek out other brands. Therefore, companies must focus on customer satisfaction to increase loyalty, lifetime value, and customer loyalty.