Gartner defines digital marketing trends as being key changes in the strategic direction of the digital marketing landscape that impact the ways marketers should interact with their target audience. Factors that contribute to digital marketing trends include the development of new marketing techniques, the technologies used to drive digital marketing, and evolving consumer sentiments.
Companies involved in digital marketing need to stay current on emerging trends for several reasons.
- Marketing campaigns may need to be modified to address trends.
- Taking advantage of emerging trends can present new opportunities to reach consumers.
- Failure to incorporate trends into a marketing strategy can result in a company appearing dated and losing business to more agile rivals.
We are going to investigate digital marketing trends in 2023. We will also look at predictions about the technology digital marketers employ and concerns about how they use and protect personal information.
Artificial Intelligence and Machine Learning
Artificial intelligence (AI) and machine learning (ML) are two technologies that are impacting many aspects of modern society. As these technologies mature, they are being adopted by digital marketers in multiple ways. AI and ML can help digital marketers streamline and refine their backend processes as well as offer opportunities to provide a more satisfying and personalized customer experience.
AI and ML are currently being used in digital marketing in a variety of ways.
- Predictive analytics helps marketers develop and execute more effective campaigns. The insights gained from AI algorithms enable real-time data to be incorporated into more personalized and engaging customer experiences.
- Chatbots are effective marketing tools that are built on conversational AI technology. They provide a level of service that helps increase customer satisfaction and builds your brand without the need for moderation or additional staff.
- AI and ML solutions can assist with a competitive analysis to help identify target keywords, pricing details, and content strategy.
- Content creation is facilitated with AI and ML tools that automate proofreading and formatting.
AI and ML will continue to influence digital marketing strategies in the future. For instance, advances in generative AI solutions such as ChatGPT present an opportunity for marketers to autonomously create targeted content in a wide variety of formats. Digital marketers can collect personal information and purchasing preferences from consumers and instruct AI platforms to generate personalized content on-demand and in real-time.
Virtual and Augmented Reality
Virtual reality (VR) and augmented reality (AR) are two additional technologies that have applications in the world of digital marketing. These technologies offer marketers the ability to create compelling experiences that give customers a unique and interesting perspective on products and services. Examples of VR and AR technology in marketing include:
- VR is used extensively in the travel and tourism industry to provide virtual tours of vacation properties, museums, and other popular attractions;
- IKEA place lets consumers virtualize placing IKEA products in their space;
- Companies like Matterport create 3D virtual tools to help realtors display properties.
As VR and AR technology continues to mature, it will be possible to develop more realistic experiences to connect with and engage customers. If the metaverse reaches its promised potential, it will offer a mixed virtual and real environment that can be leveraged by digital marketers.
Influencer Marketing
Social media offers marketers a diverse range of platforms with which to connect with potential customers. The effects of influencers have become an important component of digital marketing programs as social media platforms have become an intrinsic part of many people’s lives.
Engaging in influencer marketing requires identifying the right influencers for your target audience. Some influencers have a broad following that includes multiple demographics. Others may have a smaller reach with a more engaged and targeted community. Performing the necessary research on your audience is essential when considering an influencer marketing campaign.
Trends to look at in influencer marketing include:
- Increased influencer diversity and representation to reach diverse market segments;
- Brands looking to develop long-term relationships with influencers;
- Increased reliance on micro and nano influencers with a responsive following.
Personalization
Personalization is a method of creating a more engaging and satisfying customer experience that increases conversion by appealing directly to an individual’s preferences. Digital marketers can differentiate themselves and their products from the competition by personalizing the message they deliver to potential and existing customers as in the following examples.
Personalized loyalty programs are designed to enhance the relationship an organization has with existing customers. Omnichannel loyalty platforms can integrate customer data from multiple channels for more complete information to be used for additional personalization. As the technology behind personalization matures, marketers will be able to create long-term, personalized customer experiences.
Personalization will continue to become increasingly important to future digital marketers. Trends like composable commerce built on MACH architecture will enable marketers to create personalized experiences and solutions built with the latest and most appropriate technological components. Another trend to watch for is anonymous visitor personalization which strives to make a connection with new visitors or users who don’t sign into their accounts.
Privacy and Data Security
Privacy and data security are hot topics in all fields that process digital information. The importance of protecting the data collected and used in digital marketing is increasing as consumers and marketers become more aware of the inherent dangers of data breaches. Information collected by marketers forms a valuable resource that needs to be protected from threat actors.
Consumers are increasingly reluctant to provide personal details and data that can be used for targeted marketing. Companies such as Apple are providing customers with more control over how their information is used. This reluctance will continue to grow as the prevalence of scams and targeted phishing expeditions makes people even more skeptical of sharing information.
Digital marketers will need to adopt measures to assure potential customers that any data they share will be protected and only used for legitimate and well-defined purposes. Policies like the European Union’s GDPR illustrate how the government can get involved to create standards for data privacy and security that affect marketers and consumers.
Conclusion
Advancements in technology will continue to be a driver for digital marketing in 2023 and beyond. As AI and ML technologies continue to mature, they will provide even more effective tools for marketers. Enhanced virtual and augmented reality solutions will enable marketers to create personalized and engaging experiences that lead to satisfied customers, more conversions, and increased sales.
The personalization possible through digital marketing is impossible to replicate using traditional tactics and gives companies a distinct advantage over rivals using more traditional tactics. Digital marketing should be a major component of any marketing strategy. The potential for providing innovative and satisfying customer experiences is too great for successful companies to ignore.