Michael Eslamboli is founder & CEO of Topco Marketing, an agency specializing in digital marketing for healthcare, finance & real estate.
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The field of digital marketing is rapidly evolving alongside constant updates to search engine algorithms, consumer shifts and technological progress. Here are five trends I think we can expect to see in this sector in 2023. From the continued rise of artificial intelligence and automation to the increasing role of social media influencers, these trends may help shape the future of digital marketing.
1. Marketers Will Use AI And Automation In More Innovative Ways
AI and automation are already having a major impact on the world of digital marketing. They're helping us save time and resources—through tools like chatbots and automated email campaigns. And they're helping us enhance targeting and personalization efforts—machine learning algorithms can analyze customer data to help us understand our audience's interests, behaviors and preferences, and we can use that information to deliver more relevant and personalized experiences.
As AI and automation become more advanced and widely adopted, I think we can expect to see even more innovative and sophisticated uses of these technologies in digital marketing. In a market where attention is highly valued, I think we will see marketers go beyond existing ad metrics by turning to AI tools that measure attention paid to ads and using automation to improve campaign performance based on attention metrics.
2. We'll See A Resurgence Of Contextual Advertising And Direct Data Collection
With increasing concerns about data privacy and the impending demise of third-party cookies, we'll likely see more marketers start thinking about how to reshape their strategies this year.
I think many will shift from targeted to contextual advertising. Instead of relying on cookies to serve ads based on a user's browsing history and demographics, contextual advertising uses the context of the webpage or app where the ad is displayed to determine its relevance to the viewer—for example, displaying an ad for a travel agency on a travel blog rather than to a specific person who has previously expressed interest in travel. This approach can effectively reach the right audience without the need for cookies or personal data.
We'll probably also see more marketers focus on building first-party relationships with customers. This can be done through email marketing, social media or other channels that allow us to communicate directly with customers and collect data with their explicit consent. By building trust and providing value to customers, we can earn their loyalty and create a more personal and meaningful connection with them.
3. More Marketers Will Use Visual Search And AR/VR Tech
Visual search, augmented reality and virtual reality are relatively new technologies. As they become more advanced and widely adopted, I expect to see more marketers using them to engage and convert customers.
Visual search allows users to search for products using images rather than text. This is especially useful for products that are difficult to describe in words or for users who do not know what the product is. For example, a user might take a picture of a piece of furniture to search for it online. To ensure that customers are correctly directed to their products on their websites, brands would be wise to include high-quality images of their products from different angles, provide descriptive information in image text attributes and use metadata to credit those images to their brand. The latter is especially important when images found online are used for the search.
AR and VR allow users to experience products in an immersive and interactive way. I think more brands will start using AR to let customers see how products will look in their homes, like Wayfair and Ikea do, or on their bodies, like Target does with its AR studio for trying on makeup.
4. More Brands Will Use Influencers And Content To Build Connections
Social media influencers and content have been integral components of many digital marketing campaigns. In 2023, I expect a rise in brands looking to establish long-term partnerships with influencers and create content that aligns with their business objectives, values and audience.
In today's crowded content landscape, brands can stand out by creating content that is authentic and memorable. Incorporating a mix of original and curated content from other sources can help reduce costs while demonstrating to customers that you are connected to and engaged with the larger community.
5. Marketers Will Shift Toward Integrated Marketing Strategies
In the past, many marketers approached digital marketing as a series of distinct tactics and channels, such as email marketing, social media marketing and paid advertising. However, thanks to the proliferation of channels and devices, combined with the increasing importance of personalization and customer experience, I think we'll see more marketers using integrated marketing strategies.
Such strategies should take into account the various ways that customers interact with a brand and consider the most appropriate tactics and channels to use to reach and engage them. To deliver a seamless and consistent experience across touchpoints, be sure to invest in the right technology and infrastructure. This could include marketing automation platforms, customer relationship management systems and data analytics tools.
Challenges And Opportunities For Brands
From the continued rise of AI and automation to the growth of visual search and AR/VR technology to the increasing importance of memorable customer experiences, these trends will present both challenges and opportunities for marketers.
To succeed in this rapidly evolving landscape, it's critical to stay up to date and adaptable. This means staying on top of industry developments and trends, experimenting with new technologies and strategies, and being open to change. At the same time, it is imperative to remain focused on your brand's core goals and values. By doing so, you will be well positioned to differentiate your brand from the competition and build authentic, more loyal relationships with your customers.
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