The year 2023 is here and with it come new purposes, new goals and of course new strategies, and digital marketing is not left out of this renewal. This year AI and short videos consolidate their acceptance in the public, but above all this year the interaction with the public is the most important thing.
“Renew or die” is the mantra of digital marketing, that’s why the changes are so frenetic and competitive. Every year trends are renewed to get better results and adapt to a world that is just as frenetic, so if you want to get the best results this year with your marketing campaign, read on because in this post we will tell you what the new trends are.
The new digital marketing trends for 2023
Throughout this post we are going to tell y ou in detail one by one the new digital marketing trends for 2023, but before we jump right into them, we want to talk about what is going to change in this year and what will be the new technologies that can drive us, especially because this year will be the first year that we will not have cookies.
2023 is marked by technologies that can boost digital marketing, some of which you probably already know and have used. Tools such as big data and virtual reality have already been present in the marketing world for a couple of years, however this year their use will be exponentiated. Meanwhile, Artificial Intelligence or image and voice search are positioned as the public’s favorites. So, learn as much as you can about these technologies because from 2023 their use is coming with everything.
Voice search
For many, voice search is similar to any traditional search, but it is not. Thanks to the rise of virtual assistants, voice search is becoming more common than traditional search and Google formulates the results differently. So take this into account when creating your content.
Voice search has two specific characteristics: it resembles spoken language and user searches are more specific than written ones, for example, it is common for a user to type “gamer computer”, while a virtual assistant search will say “where to buy gamer computer in Mexico City”.
Google is very clear about these differences, and that is why it updated its BERT algorithm.
To tailor your content to this type of search, experts suggest using more conversational language and above all using long tail keywords.
Because voice searches are coming from virtual assistant devices and applications such as Alexa, Google Home and Echo, keep an eye on the development of these tools, because they are the channel to reach your audience.
Artificial Intelligence
Although the use of Artificial Intelligence in digital marketing is not new, in fact it has been used for several years through chatbots or user segmentation, in 2003 artificial intelligence is coming stronger and will gain ground over other tools.
One of the expectations for this year is that the interaction between the public and businesses will become closer and closer, so artificial intelligence could help to fulfill this purpose.
Another aspect to take into account is that AI will revolutionize the creation of content, as they are becoming more functional and can deliver content as good as that made by a real person, we are referring to the creation and editing of images or the creation of texts, leaving you more time to focus on other areas.
Augmented Reality
As we have already explained, one of the concerns of digital marketing for 2023 will be to achieve a closer and more timely interaction with customers, of course this involves new challenges that can be solved thanks to advances in augmented reality.
One of the clearest ways in which it will be applied in marketing is the possibility of testing equipment or products virtually.
Videos
The use of videos in your digital marketing strategy is consolidated in 2023 and this format will continue to be the king to attract the attention of your audience, both young and old.
This doesn’t mean that you keep making the same type of content in video format, as 2023 will mark the rise of streaming platforms and live content, so this will become a necessity to capture the attention of future customers.
It will also be more common for images showing your product to be replaced by short videos presenting each product, so that the customer is more attracted to it.
Two of the aspects you should take into account is that 2023 will be the year of consolidation of the short video and the social network TikTok, already several years as one of the trendiest social networks, this year is expected to gain ground in marketing strategies especially in companies that want to reach young audiences.
In addition, the short video format is not only triumphing in this social network, it is now included in networks such as Instagram Facebook and YouTube.
TikTok or Google
Dethroning Google as the oracle that had the answers to everything was something almost unthinkable, however for some years now it seems that there are more and more general searches from TikTok, this practice is more done by young people so if you want to succeed in this sector you will have to give higher priority to your content in this social network than Google.
According to a study 40% of users between 18 and 24 years old when looking for a place to eat or shop no longer use Google Maps or Google search, but social networks like TikTok or Instagram, the reason is that they prefer the visual format, if your target audience is in this age range you can no longer ignore the application of short videos.
Authenticity in social networks
Social networks will continue to set the formats and themes that are at the forefront, and this year showing yourself in a simpler and more authentic way will be the norm. Until very recently having a very well elaborated and designed Instagram profile was the common, however thanks to networks like TikTok the formats are more authentic and closer, as users are getting used to videos created from the cell phone itself and with little editing. So now your profile on Instagram and other networks must be more authentic, close and simple, in other words you have to look more natural.
Influencers
Working with influencers for your digital marketing campaign will continue to be an important part of your strategy. However, now this advertising should look even more natural and fresh, forget about direct mentions, it is better that your brand appears in their content in a more organic way.
User privacy
For some time now, users have been more aware of the value of their personal data and their concern for privacy has increased, so in 2023 you must be more transparent with the use of their data and privacy regulations.
Google Analytics 4
Google has announced that in the summer of 2023, Universal Analytics will disappear for good, to make way for an improved and enhanced version “Google Analytics” that will have a new Google measurement system, it will also be able to link with Google Merchant Center, Google Optimize and BigQuery and also makes it possible to analyze all the interactions that users have with the content you create and publish on your website.
What do you think of these developments in the marketing world, what do you think will be the most important change for marketing this year?