Personalisation is the process of tailoring marketing messages to individual customers based on their demographics, interests, needs, and behaviour. With the rise of AI (artificial intelligence), machine learning and automation tools like Zapier, Salesforce or Hubspot, personalisation is within reach for all businesses.
For example, personalization can be achieved via emails, social media or paid search advertising. It can also range from simple techniques like customising email salutations to more advanced methods such as tailoring search results based on an individual’s interests or displaying ads for products that the individual has previously researched online.
Ultimately, personalization is an effective tool that enables you to provide more relevant content, leading to increased conversion rates, growing customer loyalty and standing out in the crowded digital landscape. In 2023 personalization is the tool that will allow you to deliver the right message at the right time on the right platform!
2. Artificial intelligence
Leveraging AI in helping with digital marketing activities is becoming more popular. As discussed above, AI is an invaluable tool in personalised marketing, but it also can help you to:
- Write content
- Proofread and enhance text copy
- Chat with customers
- Develop websites
- Create images and videos
For example, ChatGPT has taken the world by storm with its capability to write text and answer questions in a human-like manner.
3. Video marketing
With consumers’ preferences and attention shifting from written text to watching videos, leveraging video in 2023 is essential. Video marketing is an effective way to bring your brand to life, showcase its personality as well as engage and connect with customers. And with most social media platforms as well as users giving preference for video content, video marketing is now an extremely far-reaching tool that will allow you to engage with bigger audiences.
If you’re new to video marketing, don’t worry! The most popular format is short-form video, which is typically between 3 and 60 seconds long, so you don’t have to invest a lot of time in creating videos.
4. Voice search
Due to the growing popularity of voice assistants such as Amazon’s Alexa and Google Home, voice search is becoming an important aspect in people’s lives. So to stay head of the digital game in 2023, business should consider optimising their websites for voice search.
In short, optimising your website for voice search has the potential to boost your SEO rankings. And as we have learned from our expertise, SEO is one of the best ways to ensure sustainable growth for your business in the digital sphere!
5. Social media influencer marketing
The growing number of niche and micro influencers has opened doors for companies of all sizes to incorporate influencer marketing into their digital marketing plans. As the popularity of influencer marketing continues to rise, an increasing number of businesses are exploring collaborations with content creators. This is due to the high engagement rates and a high-quality audience that influencers bring to the table, enabling companies to effectively reach their target markets and establish meaningful relationships.
Partnering with industry-specific influencers can prove especially advantageous for businesses, as micro influencers (those with up to 5000 followers) have a high success rate in converting their followers into customers.
So, If you’re looking to enhance your digital marketing efforts in 2023, consider collaborating with influencers who’s following aligns with your target audience. For physical businesses, researching local influencers can be a great way to find the right fit. Whilst, for digital-only companies, looking for influencers with high engagement rates and content relevant to your business is a more effective approach. This way, you can find an influencer that fits the specific needs of your business.
6. Customer experience
As online shopping and digital platforms continue to rise in popularity, customers expect a smooth and seamless experience when interacting with brands online. In response, more businesses are focusing on creating a unified digital experience across websites, social media, and email marketing platforms.
With every brand’s customer journey being unique, it is difficult to create a one-size-fits-all approach for improving digital customer experience. However, the fact that 81% of consumers research brands and products online before making in-person purchases highlights the importance of presenting your online offerings in the best possible light.
So, if your brand has yet to:
- implement SEM campaigns
- build social media presence
- develop email marketing strategies
- populate product catalogues
- create contact forms
- set-up website analytics
…or address any other outstanding digital tasks – now is the time to act! Remember, the goal is to make your products and services easily discoverable online while providing intuitive ways for customers to reach out and place orders.
All in all, digital marketing is always evolving and it is crucial to ride the latest online trends to stay relevant in this dynamic space.
To recap, the top 6 digital marketing trends to watch out for in 2023 are:
- Utilising AI
- Video Marketing
- Voice Search
- Influencer Marketing
- Digital User Experience
So, if you want to expand your online presence in a sustainable way, consider implementing these latest digital marketing techniques and evaluate their effectiveness.
And remember, experimentation is key!