Mastering the Evolving Landscape of Digital Marketing: Key Trends to Keep You Ahead in 2023
Domino’s and Diageo dealt with “unintended bias” in 2022, according to an intriguing Think With Google study. The study made a significant observation about how brands over-exclude certain keywords, missing out on potential audiences on YouTube and other channels.
In order to prevent hate speech on the internet, some brands, for instance, avoid using words that are associated with the LGBTQ community. However, these exclusions prevent these brands from communicating with a large number of potential customers because YouTube has been actively targeting any particular audience.
The study then went into more detail about how Diageo, Domino’s, and YouTube worked together to actively combat such bias and engage as diverse an audience as possible.
While YouTube’s algorithmic changes are well-known, digital marketing as a whole has also advanced over time. As they try to keep up with what has changed and what remains in online marketing, businesses frequently find themselves on edge.
We’ve compiled a list of digital marketing trends that could help you stay ahead of the curve.
# 1: Prioritize customer experience over keywords
In 2022 as businesses saw Google’s AI search become increasingly humane. As a result, keyword-heavy content began to trend instead of content that really helped users or searchers. This will develop in 2023 as web crawlers advance, and become more client/client situated. You might want to start pleasing your customers online rather than pleasing Google.
Focus on making your visitors’ online experience as pleasant as possible as a business. Some things you can do are:
- Create a mobile application or website that is easy to navigate.
- Make it easy to ask questions and place orders.
- Tailor each step of the purchase process to the individual.
- Inform customers through content bites.
# 2: Short videos
Video formats are no longer limited to vertical or horizontal. They aim to provide more information in a shorter amount of time. One of the many channels where your relevant customers are is Instagram Reels. Reels reveal a great deal about your clients. Let’s look at this:
- Your customers want to learn or have fun, but they don’t have a lot of time.
- They will most likely watch your content while they are waiting for someone or something, or while they are traveling.
- They will also be more likely to watch it on a mobile device.
Make the year 2023 the year that you start producing short-form video content. Start with personalized content about your team’s activities, inner workings, and daily routine, and move on to value propositions later.
# 3: The Metaverse
Given that Nike and Starbucks, two of the biggest brands, have embraced the metaverse, it’s possible that this will become a major trend in 2023. Metaverse is similar to a parallel virtual world where people and brands interact in a more immersive setting. It is slowly becoming a destination that many customers would like to visit. However, the majority of businesses lack a real-world use case. Similar to what happened in 2018 with applications for augmented reality and virtual reality, the metaverse may or may not be relevant to all business sectors.
Studying the metaverse in 2023 as a user, interacting with other users, and identifying relevant areas for your business would be a smart move. In 2023, it is acceptable to make absolutely no use of the metaverse in digital marketing. However, this ought to be the year that your company gathers as many use cases as possible.
# 4: Information in bite-sized chunks
If short videos are any indication, your customers’ attention spans are getting shorter by the day. Clients today consume data like bites — it requirements to give moment delight and fulfill their want information or data. Even though long-form content will always be important, you must experiment with bite-sized, easy-to-digest content in 2023, especially if you want to attract customers online.
Consider the following:
- Repurpose existing content into concise information.
- Simplify difficult business/product/service concepts.
- Utilize social media channels to communicate this information.
# 5: Influencers aren’t going anywhere
Businesses have been using experts to generate brand advocacy for nearly five years, and 2023 will not be any different. In fact, influencer marketing will continue to be popular, with some of the biggest brands in the world and movie studios using influencers to sell entertainment and products.
You can do the following:
- Investigate opportunities to first reach your audience.
- Shortlist influencers who share your values.
- Establish a bartering relationship with influencers rather than spending money up front.
# 6: Linked-in is a thought leader in the B2B space
There is no better way to advocate for businesses in the B2B space than to connect with and influence relevant audiences on Linked-in. The same will occur in 2023, too. LinkedIn’s thought leadership opportunities have a certain level of credibility, which is something that B2B audiences are looking for. In point of fact, according to a study, LinkedIn may account for nearly 25% of US B2B advertising expenditures by 2024. Businesses should take advantage of the platform’s development to cultivate relevant followers who will eventually become brand advocates. In 2023, some things to do:
- Make use of the new features on Linkedin for thought leadership.
- Ensure that your founders have credible LinkedIn profiles.
- Publish useful content regarding your sector.
- Establish connections with competitors.
Some trends aren’t right for your business.
Similar to what we said about the metaverse, not every digital marketing trend is appropriate for your company. While understanding the market in advance is important, contextualizing trends for your business is even more important. When deciding which trends to follow, let your customers be your guide. In the end, you’ll find the right mix.
Maintain your focus on your foundation.
Focusing on your foundations is a trend that will never go out of style. Examples of foundations include:
- A good website that is simple to use.
- A scalable mobile application, a respectable social media presence.
- A distinct brand voice.
- Clear communication.
- Consistency in messaging.
- SEO best practices.
You can take action now on these digital marketing trends today to stay ahead of the game in 2023! Start prioritizing customer experience over keywords, producing short-form videos, exploring the metaverse, creating easily digestible content, leveraging influencers, and maximizing your impact on LinkedIn. Don’t forget to contextualize these trends for your business and focus on your foundational digital marketing practices. By taking these steps, you can reach your target audience more effectively and increase your brand’s online visibility. Start implementing these trends now to make 2023 your best year yet!
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