From newspaper ads to social media marketing, digital marketing trends have evolved tremendously. Even for marketers, it is overwhelming to keep up with every digital marketing trend, especially with constant technological advancements, algorithm updates and new-age strategies. Consumers' preferences and values have become volatile, and, to nurture them, brands must leverage effective marketing tactics.
As 2023 approaches, here are some digital marketing trends to look out for:
Influencer Marketing:
The age-old advertising tactic, influential marketing, is still one of the most trusted strategies. According to our industry experts, people are more inclined to buy a new product or service when someone they know or follows recommends it. Influencer marketing is a collaboration between a brand and an influencer, an individual with a niche and extensive online following. Almost 93% of marketers leverage influencer marketing to increase brand awareness, generate leads, connect to a broader market and set new trends. Though it is not the latest trend, brands are taking advantage of it to reach the target audience and develop authentic relationships by appointing brand ambassadors.
Live Streaming and Video-based Content:
Live streaming is a booming marketing trend. As per data, consumers spend more than 548 billion hours streaming through smartphones/ devices. Brands plan to leverage this and effectively reach their target audience. Live streaming and Influencer Marketing are a great combination! Prospective customers can engage with influencers about the product and make a purchasing decision while enjoying the stream. Moreover, video-based content is a key focus area in social media marketing. Marketers believe Instagram Reels and Youtube shorts are a great way to drive engagement and boost brand awareness among social media audiences, such as Millennials and Gen Zs.
Voice Search for SEO:
Marketers have started to leverage voice search as an SEO tool. Voice Search Digital Assistants, like 'Alexa' and 'Siri', answer informational questions, such as “What’s the weather in Gurgaon?” or “Who is the Chief Minister of Delhi?”. But now, they can process customised queries, such as “What cafes are open near me?” or ”Do they serve frappuccino?”. Businesses are transforming the way they frame information to take advantage of this. Marketers choose keywords based on the questions people ask when using digital assistants and opting for a conversational format. These keywords will help customers get top-notch and accurate responses resulting in a rise in Brand Visibility.
Machine Translation in Multilingual Content Marketing:
While surfing the net, you must have noticed a majority of the online content is in English, limiting the brands' audience. Most non-native English web users use online translation tools, which mistranslate and misbrand your content. As a solution, Multilingual content creation is on the rise due to the rapid development and accessibility of machine translation. However, over-dependence on machine translation may produce the same results as online translation tools. For this reason, machine translation post-editing has been widely appealing to digital marketers as it merges advanced technology and the skills of native translators to produce multilingual content that accurately conveys the marketing message and avoids marketing blunders.
Interactive Content:
Today’s digital audience is content-hungry, static posts no longer please them. To capture the target users' attention, marketers aim to develop active user engagement from their target audience through content such as quizzes, games, contests, interactive videos and contests. Moreover, 81% of marketers believe that these forms of content are low-cost-yet-more-effective at capturing the customers' attention. If your brand goals are to enhance audience engagement, improve customer learning, generate more leads and conversions, and increase brand loyalty - Interactive Content Marketing is the right option.
Virtual Reality-based Tools and Apps:
Virtual Reality Marketing allows brands to advertise their products and services using VR technology to create a simulated-yet-realistic experience. While there are countable brands that have leveraged Augmented Reality (AR) to entice customers, for example, Sephora’s Virtual Artist app, only a few have designed a VR experience. Instagram filters & virtual try-on will continue to thrive in 2023’s marketing strategies, but keep an eye out to see more creative VR marketing strategies take centre stage in 2023.
Visual Search:
Rather than typing a description on Google, web users can now upload a visual and get the relevant information. Similarly, when a user searches for a product/service, it shows similar products and relatable purchase platforms. For example, Google Lens and Pinterest Lens turn a web user's camera into a search bar. Businesses can leverage visual search by adding high-quality images with descriptive keywords and an image search to their inventory. In addition, brands that advertise through Pinterest get the additional benefit of boosted search results.
Google Analytics 4 (GA4)
Google announced that on the 1st of July, 2023, the Universal Analytics (UA) platform, commonly known as Google Analytics, will no longer be functional. Google is replacing it with Google Analytics 4 (GA4). While UA is renowned for measuring and tracking website engagement, GA4 works fine with e-commerce websites and web apps to provide a thorough overview of how users engage with your brand. GA4 allows you to link to Google Merchant Center, Google Optimize, and BigQuery. It is better to set up your new GA4 account soon, as it will help you be familiar with the new tool. Moreover, you can use your existing UA platform to compare your current goals, data, and traffic trends.
Digital marketing trends are constantly evolving. Digidarts believes that these trends will act as game-changers in 2023.
Do you agree, or do you have other marketing trends in mind? Contact Digidarts and let them know your predictions. The 360-degree digital marketing agency can help you implement these strategies and enable lucrative and sustainable brand goals.
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