Emerging digital marketing trends for 2023
2022 isn’t over yet, but if you’re a business owner, entrepreneur, or marketer, you know that being two steps ahead helps you take advantage and prepare for what’s coming ahead.
Time in the marketing world goes faster. Algorithms, updates, and strategies are becoming outdated faster than ever; new platforms are coming in while others are becoming obsolete. And also, customers are changing the game’s rules based on their expectations, needs, and wishes. Seems like a lot, right? We know how difficult it can be to keep up with the latest trends in digital marketing; that’s why we’re here to help you.
If you are trying to reach the Latin American market, especially Colombia, through digital marketing, these are the top trends you should watch out for.
According to a report by Blueshift, more than 28% of marketers are currently using AI to generate product recommendations and optimize their campaigns. By 2023, the forecast states that it will increase even more, and most of the content displayed on various websites will be AI-generated. Plus, AI brings along with a key player: chatbots.
Chatbots, as Chatbot.com defines them, are software that simulates human-like user interactions via chat. Its principal function is to deliver quick answers to users’ questions. Businesses can create customed chatbots depending on their interests. For example, e-commerce can create an entire chatbot to help customers find the perfect summer outfit, guide them through the size chart and handle their complaints.
However, artificial intelligence is not just chatbots. AI can use multiple tools for different purposes, such as marketing, sales, or productivity. You’ll be able to use AI to save time on SEO tasks like keyword research, content creation, topic research, and competitor monitoring. If your company uses a CRM to manage customers, try a tool that has AI-powered functionalities, and it’ll help you identify and prioritize leads and sales opportunities. Does your business need more? There are all-in-one artificial intelligence tools with which you can improve your customer service, business intelligence, and analytics while also speeding up processes through smart automation, image processing, and text parsing.
Even though any business today can access a chatbot or AI tool, the ones that stand out will be those that prioritize high-quality human-written content and interactions… So, having great tools helps; however, make sure to keep drawing attention with creativity!
In 2023, there’ll be more options to access digital information. However, this doesn’t mean the current regulations on how businesses use data will disappear.
Companies will amplify their sources for a Lead generation far beyond their websites. For example, video games. A study by explodingtopics.com showed that nearly 70% of users say they would give up social media or TV before giving up mobile gaming. Users also admitted paying more attention to in-game display ads than to ads on the internet, and there’s a reason to explain this.
Interstitial and “reward” ads are advertising in gaming apps during game intervals. These ads take 100% of the users’ screen and offer game points or any other benefit for watching the entire ad. Some marketers still doubt this audience, but big companies like Unilever, Coca-Cola, and Ford have already jumped in.
In 2023 some other sources of consumer information will be mobile apps and smart home devices, like your fridge! This would have an impact on the way businesses collect and analyze data. Brands will sharpen their targets and integrate them into their digital marketing campaigns.
Social media and real-time platforms as data hubs
Building a solid digital presence is more than posting random videos on your channel or publishing articles on a blog. The rules have changed and will continue to do so. This is when social media and real-time messaging platforms show up leading in popularity and becoming increasingly important tools for digital marketers. According to the global social media statistics 2022 shared by We are social and Hootsuite, more than half of the global population (59%) uses social media platforms. This is equal to 4.70 social media users worldwide.
Even though the main reason why consumers use social is to keep in touch with friends and family, 27.9% stated to use them to find inspiration for things to do and buy, and some others (26.5%) to find products to purchase.
As these platforms become more significant, more features that allow brands to capitalize on customer data are added. This makes them personalized data hubs for digital marketing initiatives; therefore, digital marketing campaigns will be much easier to manage and improve customer relationships.
For example, social media platforms like Facebook Messenger or WhatsApp would be able to store customers’ information like name, address, and contact info and then use it automatically in forms and landing pages when customers communicate with your brand.
Creativity will be king
“Content is king,” the saying goes, but in 2023, the real king will be creativity and the use of different content formats. According to Digital Doughnut, brands must display their personality while showing their marketing products and services to stand out online next year.
The main focus for brands should be creating content that users can easily share on all digital channels. In other words, if your business wants to stand out in 2023, get creative. This forecast also applies to digital marketing agencies.
Agency leaders will have to think outside the box now more than ever. This means trying new advertising methods and using video-based platforms like Tik Tok, Snapchat, Twitch or YouTube to reach new audiences. Prabhakar Raghavan, Senior Vice President at Google’s Knowledge & Information organization, recently said in an interview with TechCrunch that almost 40% of younger users are now turning to apps like Instagram and TikTok instead of Google Search or Maps for discovery purposes. These changes in user behavior will guide you through creating better content aiming at the proper channels to make it succeed.
If you haven’t considered influencer marketing in your strategies, 2023 will be a perfect time. Digital Doughnut also remarks that users’ organic reach has decreased, so brands must pay for more online exposure. More than $16 billion will be spent on influencer-marketing programs by 2023.
Influencers with large communities will play the role of digital marketing agencies and make money off endorsements and affiliate links. According to GlobeNewswire, the Latin America Social Commerce Market Report 2022 revealed influencers are getting consumers to buy products through social media platforms like never before. In countries like Brazil, more than 60% of the consumers have made purchases through Facebook or Instagram without leaving the app. And in Argentina, 40% of the consumers have made purchases through social commerce platforms.
However, influencers with large communities aren’t the only ones your brand should consider. When considering applying influencer marketing in your strategies, think about Creators. Hootsuite defines this term as anyone who writes, edits, designs, and films content for social media with an entrepreneurial motivation. In 2021, 50 million people considered themselves creators on social networks, and just in the U.S. 72.5% of marketers confirmed they will use influencer marketing in 2022.
With the rise of the Creator’s economy, micro-influencers show up. These are influencers with less than 15K followers but with higher engagement rates and are the greatest option for small brands looking for a chance to increase their online presence in an affordable way.
But how to make influencer marketing work? No matter which type of influencers you’re working with, the secret to success will be to create trust between customers and brands through transparency and authenticity. Choose your influencer wisely, and you will be more likely to succeed!
Metasocieties in the Metaverse
The future is coming but it won’t take that long. The metaverse, virtual reality (VR), augmented reality (AR), cryptocurrency, visual search, and internet of things (IoT) will no longer be trends to become in the newly established order. According to a July 2021 survey by Wunderman Thompson, 88% of global consumers believe that technology can make the world a better place and 78% agree that it can help create a more equitable society. However, in order to build this new technological era, a lot of collaboration is required between companies, inventors, developers, and experts together with a regulated framework.
According to the report called “The Future Latam 100” by Wunderman Thompson, some companies just like themselves have developed custom metaverse to give customers the opportunity to discover new consumer experience. With the metaverse, clients were able to join from anywhere in the world and understand the complex features of this new space. This promises a future with hybrid spaces, new creativity, and lots of immersion.
Get ready for 2023 with Room4 Media
Building a strategy for the upcoming year requires reviewing past actions and partnering with an agency that is constantly on the lookout and experimenting with new trends that make brands stand out. The question is, which upcoming trends should you invest in and implement in 2023? The topic is long: User-generated content, voice search, interactive content such as shoppable media, VR, IoT, social responsibility, and visual search using a phone camera lens, among many others.
That is where we come in. At Room4 Media, we help brands create innovative strategies that are custom-made for their audience’s needs and provide solutions that are at the forefront of marketing innovation.