Digital marketing has made great strides in recent years. For example, concepts like artificial intelligence weren’t viable a few years ago but are now becoming more commonplace on a daily basis. For your brand’s marketing plan to be effective and relevant, you need to constantly review your digital marketing strategy.
Below are some of the most innovative digital marketing strategies expected to have a major impact in 2023. These eight strategies aren’t an exhaustive list, but they should steer your brand in the right direction. Most of these anticipated trends will be driven by the increasing importance of authenticity to consumers and the increasing capabilities of digital channels.
What is digital marketing, and why is it important? In short, digital marketing refers to using digital technologies to achieve marketing goals. These technologies include the company’s website, email, search engine, mobile apps, and social media sites. A digital marketing strategy helps you market your products and services through online channels such as your website and Facebook page. Brand agility is only enough with a solid digital marketing strategy. As a result, you will stay caught up and inevitably lose your market share to your competitors.
Digital Marketing Strategy for 2023
1. Artificial intelligence integration
Last year, artificial intelligence (AI) began to play a more influential role in digital marketing. What makes AI so attractive is that it can study search patterns and behavior much better. Thanks to recent developments, AI can now be used to identify typical behaviors of target users, allowing us to predict better what customers actually want. For example, with AI, you can gain insight into how customers discover your business using data collected from social media sites and blogs.
In 2023, the use of chatbots is expected to increase significantly. While some businesses still prefer traditional ways of providing customer service, many are already making the more brilliant switch to chatbots. It’s a seamless experience you can offer. Thanks to the development of AI, chatbots can be synced across various social media platforms. You can set up your website’s chatbot to automatically reply to direct messages you receive via Twitter and Facebook as well.
2. Create video content
Video marketing is not an entirely new concept. More and more brands around the world are starting to incorporate video into their marketing strategies. In fact, according to HubSpot’s video marketing stats, 54% of people want marketers to create more video content.
Video is not only what consumers want to see, but it also makes it easier for companies to highlight the features and benefits of their products, especially if they are trying to sell interactive products like toys. If you need help, you can still use video effectively. You can create different types of videos, such as Interviews with experts or quick behind-the-scenes updates.
Technological advances have also made it much easier to create compelling video content. Today, it’s much cheaper and less time-consuming, allowing even smaller brands to create standards-compliant videos.
We recommend uploading your videos to social media platforms such as Facebook, Instagram, and LinkedIn to get started. Instagram and Facebook work particularly well because video content plays a very fundamental role on their pages. With over 8 billion video views per day on Facebook alone, according to TechCrunch, Animoto found that 49% of consumers watched at least one video on Instagram TV. After uploading your videos to these sites, remember to closely monitor your video performance for a few days to fine-tune your strategy.
3. Use creative search methods
Voice search is not currently part of the algorithms Google uses, but it’s good to be prepared. As visual search and voice-enabled tools like Siri and Alexa become more accessible, more consumers are becoming accustomed to them. As a result, your digital marketing strategy should focus more on incorporating sitemaps for images and image alt text. Content should also be optimized specifically for voice search, making it more direct and conversational.
4. Build a comprehensive sales funnel
Marketing content created for mass consumption is no longer enough. It’s simple, it’s easy, and it’s not very expensive, but it doesn’t have a personal effect.
Some people who visit your website will become brand-new customers, while others will become repeat customers. With different types of customers coming to your website and not everyone earning the same sales points, it’s essential to tailor your content to different stages of their journey. This is where a comprehensive sales funnel fits in. Marketers usually spend a lot of time creating engaging content at the top of the funnel but need to remember to create content that sustains attention in the middle and bottom of the funnel. In fact, experts often suggest that more time should be spent in the later stages of the buyer journey.
You can add richness to your marketing content by using Wikipedia Consultant and incorporating animations, videos, infographics, and even podcasts. Your content can also answer your audience’s most frequently asked questions and look at their past behavior to point you to the services and products that are most relevant to them. In short, every message should be personalized, and website content should be presented in a variety of formats and themes.
5. Provide interactive content
Interactive content such as surveys, contests, riddles, and built-in payout calculators are popular choices these days because they can quickly grab your audience’s attention. After all, who doesn’t love putting together jigsaw puzzles? Young and old alike enjoy this type of content that requires some input from them.
Not only does the inclusion of more interactive elements add value to your audience, but brands can use Wikipedia Consultant to learn more about what excites their audience. This is a win-win situation.
6. Focus on building communities and networks
Large companies can afford to spend a lot of money on social media marketing to attract a larger audience. However, this pay-to-view model needs to be revised for new or small businesses. Instead, you have to pay for advertising from time to time.
One answer to this marketing challenge is to create groups for businesses that can build community, for example, using Facebook functionality. By creating groups, companies can initiate conversations with group members and use the platform to respond to questions and complaints. This is a great digital marketing strategy because it gives members of your target audience who have joined the group a feeling of exclusivity. In addition, when properly and adequately managed by an appointed administrator, such groups can be invaluable PR resources.
Brands should spend more time and money on social media marketing next year. The global pandemic has caused people to spend far more time online, changing how they research products, services, and businesses.
7. Make influencer marketing a key channel
A 2019 study conducted by Influencer Marketing Hub found that businesses can earn $5.20 for every $1 spent on influencer marketing. It was pre-pandemic. The global COVID-19 pandemic further increases influencers’ influence on consumer purchasing decisions. With lockdown restrictions and curfews, people are less likely to visit physical stores and instead turn to influencers to voice their opinions. Livestreams are also growing in popularity as they have created a kind of ‘at the moment’ feeling that consumers have been missing out on due to the pandemic. The advantage of using influencers is that they can speak from personal experiences. Share trusted and unbiased opinions that consumers love. Your honesty inspires trust and resonates more with consumers than traditional marketing. Influencer marketing is a concept that has been introduced previously, but it is expected to become even more popular with both its users and brands on the internet.
8. Do good things
In 2023, it will be even more critical for brands to do good. Consumers will no longer be able to connect with brands they perceive as untrustworthy and unethical, increasing the need for transparency and inclusivity.
So in 2023, brands will have to work even harder to create more authentic and deeper connections, proving to their target audience why they should believe in their brands and products. Intentional goodwill campaigns like providing free housing to frontline healthcare workers or donating personal protective equipment are strategies many brands will adopt in 2023. It has also become important for brands to demonstrate how they engage in campaigns to promote inclusion, especially regarding reducing racial inequality. , it is essential to communicate that you share your audience’s views on diversity and social sustainability.
We also continue to focus on ecological sustainability. Consumers are looking for brands that ensure their packaging and systems are sustainable and environmentally respectful.
