Digital marketing trends shift very quickly. Customers have been driving personalization, influencer marketing, and social channel purchasing in the past few years. These important trends have led to the development of technologies that improve the automation and delivery of various digital marketing trends.
People are increasingly living online. Many people are working from home or spending more time on social media. Digital communities are online spaces filled with very specific, niche groups. This can make it easier to find your target audience, personalize messaging, and track traffic.
In 2023, the digital marketing trends that will help you connect with audiences have changed little from former years; however, the technology and delivery have been updated. Let’s take a closer look.
Video advertising
A massive 90% of marketers use short-form videos in digital advertising. Many companies plan to either increase their investment or maintain their investment in short-form video marketing this year.
Short-form videos are considerably more effective at maintaining audience attention than long-form videos. While long-form films can provide greater depth of information about a product, company, or service, short-form captures attention and drives traffic. Short-form videos are better suited to short attention spans. Apps like TikTok and Snapchat, as well as Reels, appeal to many online users because they are brief. Brands can capitalize on short-form videos with a combination of influencer marketing and structured content. The form also encourages experiential marketing, in which audiences are able to step into an immersive experience hosted on an augmented reality or virtual reality platform.
Digital Experiential Marketing
Immersive experiences are entertaining, productive, and highly shareable on social media. The high cost of investment in digital experiential marketing can deter many smaller brands. The creation of a branded AR/VR experience is expensive and also depends on audiences having tools such as AR/VR headsets or the most recent smartphone technology to access the content. For this reason, marketing in this space is yet to accelerate.
However, an increasing number of people are investing in the newer technology that gives them access to immersive platforms making the concept of experiential marketing more viable.
Social Responsibility a Priority
Corporate social responsibility is a popular way for marketers to add a personality to a brand. In 2023, 89% of marketers who develop social responsibility content are aiming to increase their investment. Consumers place a premium on social responsibility, ethical standards, and transparency. It communicates the company values in a tangible way.
Surveys suggest that 40% of Millennials and 50% of Generation Z want firms to take a stance on social issues such as LGBTQ+ rights, gender inequity, racial justice, and climate change. Brands that choose a SR and publish content related to how they invest in their concern make a substantial impact on the purchasing decisions of customers.
Brands have discovered that increasing their focus on inclusive events, promotions, and products, as well as the causes or missions that they support on social media, gains more followers and more sales. People like to find ways to identify with the things they value, and brands that choose things like body positivity or cancer research attract audiences who feel connected with the cause and the brand. As long as brands are not ‘washing’ by supporting a cause, customers will feel a connection with brands that genuinely follow a social responsibility plan.
Widespread Influencer Marketing 
In 2022, influencer marketing reached peaked, and the trend is expected to continue. It is expected that in 2023, 89% of marketers who use influencer marketing will either maintain or increase their investment in the form.
When brands collaborate with online influencers, they have the opportunity to increase brand awareness and promote their products to a qualified audience. Influencers and micro-influencers have only grown in popularity as younger generations follow social media channels flooded with people happy to sell to gain attention and followers.
Influencer marketing is important. It is no longer a trend but an essential and valuable part of your marketing plan. Finding the right person takes time, and organizations need to take their time to form a lasting relationship with a trusted influencer who holds similar values.
Mobile Optimization
Mobile optimization is increasingly important. People spend a great deal of time on mobile devices. The rates of online shopping and research now conducted using devices are surpassing computers and laptops in many regions. Mobile devices, which include tablets, are responsible for more than half of all annual internet traffic. Millennials and Gen Z consumers have higher purchasing power, and business owners who want to access these highly connected generations need to take into account the importance of mobile-optimized digital experiences.
- Mobile experiences are essential for other key marketing strategies, such as brand websites.
- 64% of SEO marketers and 33% of global marketers consider investing in mobile optimization important.
- 56% of marketers who use email are concerned about providing users with good mobile email experiences.
Infographics Communicate Data
Infographics make it easier to convey data and statistics in digestible ways. Infographics share helpful statistics and instructive information with audiences in visually pleasing formats. This makes them appealing to social media users and highly sharable, increasing your reach.
According to research, infographics are the most successful type of content and should be routinely included in any content strategy.
Utilize Marketing Trends
Authenticity, transparency, privacy, and diversity are all things that consumers place a higher importance on. Combined with cutting-edge technologies such as virtual reality (VR) and the internet of things (IoT), ML, and automation, marketers have many tools at their disposal to connect with an expanding online audience. Being creative, careful, and informative is the best way to try and connect with new audiences. Trends change and evolve, as do good marketing campaigns. Brands need to remain innovative and competitive by using the trends that arise and moving in the direction of expansion.
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