Looking at the current state of marketing, and what's on the horizon, we have established 6 digital marketing trends for 2023 and what it means for your business.
- Sustainability & Inclusivity: The first trend is a greater emphasis on Environmental, Social and Governance (ESG) practices. Customers are becoming more aware of corporate 'greenwashing' and are making a stronger stance against brands that do not align with their ethics. More inclusive and responsible marketing will not only make your brand more attractive, but it will promote brand loyalty and value.
- Google's 'helpful content': Following Google's 'helpful content update', we are likely to see continued move away from SEO-oriented content, and more towards human-oriented search results. This means truly valuable content, with a focus on satisfying visitor experience.
- Microinfluencers: Although microinfluencer marketing has been on the rise for years, we expect to see this trend continue. Moreover, we expect to see niches appear within niches as changes across social platforms continue, and emerging platforms like BeReal and Supernova, focused on authenticity and social responsibility, get competitive with Meta.
- Low/no code revolution: Low/no code software has also seen a huge rise in popularity over the last year. Low/no code solutions allow automations and app creations for better monitoring and increased efficiency for marketers. With Forbes calling it "the future of software", we expect to see increasing number of low/no code platforms pop up across the markets.
- Chatbots: Chatbots are another marketing trend, one which will highly impact digital marketing. Insider Intelligence estimates that by 2024, customer retail spend via chatbot will reach $142 billion. Chatbots automate interactions with prospects during the initial stages of the marketing process by adopting more natural, two-way, conversations (conversational marketing).
- Strategic partnerships: Lastly, 2023 will be a huge year for the partnership ecosystem model. This means linking up with other organisations in your market, to broaden reach, build expertise and build better customer experiences. A great example of this is the Asana and Vimeo partnership to increase collaboration and team engagement for their users.
Whist they will all shape the landscape of digital marketing this year, the trends that will likely have the biggest impact are chatbots and low/no code software as these tools expand a marketer's capabilities whilst providing greater control over the content design and user experience. Marketers will no longer have to rely solely on developers to create digital experiences, but rather a more collaborative effort. Additionally, chatbots will contribute to this as communication between customers and businesses become easier with chatbots, allowing businesses to promote their products or services with targeted messaging.
Most importantly, however, it is the counter-culture against social media giants like Meta and Twitter that will massively change the digital marketing landscape in 2023, as marketers will have to re-think their strategy, and how to reach their target audience in these emerging platforms. In this sense, start-ups and smaller businesses might be more successful in these newer platforms.
Chasing trends won’t get results if you don’t have a solid foundation first. We recommend sitting down with a branding, social, content, design, or any other marketing expert and getting your business ready to take on the world of marketing. You can find a branding expert of your own, or you can get to know ours (ours is way nicer). Get in touch here.
