As the first generations to have grown up with the internet become independent and earn more disposable income, digital marketing is shifting to capture their attention. In the world of Gen Z, shopping online is a personalized and normalized experience. They need little guidance navigating eCommerce options and are far more educated about online tracking, shopping and data protection than any other internet users as a whole group.
Digital marketing is hyper-personalized, targeted and follows users across platforms. Some of these things, like personalization, are set to continue. Other things, such as targeting through data, are being stopped in their tracks because of issues with tracking and protections. In 2023, digital marketing will continue to grow with some shifts towards improved use of technology and personalization.
Target the right audience
Target your audience through data collection and customer persona understanding. Your eCommerce platform has a massive databank of information that can help direct your marketing to the right audience. Your website visitors are sending you clear messages about what is connecting, what is driving traffic and what is securing leads.
Optimize conversion rates
Reportedly, only about 22% of businesses are satisfied with their conversion rates. Using CMS-ERP systems with automated processes, including content output and email sending, it is possible to improve conversion rates.
Increase customer loyalty
It can cost as much as five times more to attract a new customer than it does to retain an existing one. According to research, increasing customer retention rates by 5% increases profits by 25% to 95%. Making use of automation and content marketing to connect with customers is vital to increasing loyalty.
More than ever, customers select brands based on a story, even more than the products. Sustainability is a buzzword that connects with many customers, and a strong brand voice and persona will encourage customers to know more about your brand. This is then promoted on social media and other channels, where so many eCommerce customers are searching for information and content.
8 Digital Marketing Trends For 2023
In the coming year, digital marketing trends will continue to build on those we’ve experienced in the past year. While technology and automation will contribute to marketing strategy, the personalization of messaging continues to be a focus for consumers and needs to remain a priority for marketers.
Gathering zero-party data
Big data gathering has had some roadblocks put in place as data privacy and protection laws take effect worldwide. This means websites have had to be more transparent in data collection and use, and one of the ways marketers have found a way to gather customer information is through forms.
Asking your traffic to fill in a form to access certain content or use your site provides your business with massive amounts of customer data – and the best part is that the customer has consented to your use of that information. You can send an email, learn about what traffic is searching for and connect with people who are genuinely interested in your product.
Email marketing still connecting
Email marketing continues as a dominant way to connect with customers. About 89% of marketers use email marketing as their primary lead-generating tool. Email marketing is personalized and targeted. It can be formatted, segmented and automated fast and easily.
For small businesses, email marketing is a fast and cost-effective way to connect with every lead. Emails are not intrusive, provide teaser information and can direct traffic to your site with ease.
Marketing apps will get better
Creative content is key. To discover what works for your brand, it is important to find your audience where they are and connect with them on the platforms they use. TikTok has given many brands a way to connect with their target audience with a fun and intentionally fast content churn rate. Channels offering live video and instant connections are still popular with audiences searching for instant gratification.
Real-time messaging platforms are an excellent opportunity to connect with customers quickly and directly. It’s another way to gather valuable customer data that can inform messaging and targeting for campaigns.
Influencer marketing is still important
Influencer marketing is expected to continue to boom in 2023. On average, influencer marketing generates $5.20 for every $1 spent, which is higher than the ROI on email marketing. However, it is a difficult marketing device that requires an attentive and dedicated marketer to manage. Some of the biggest brands in the world have been hurt by influencer marketing gone wrong, so while it is a very popular and effective advertising strategy, it requires intense management.
More instant gratification when shopping online
Instant gratification for online shoppers is becoming more possible with faster and improved logistics services. In many places, people can receive orders in 3 days and this is encouraging more online shopping.
For other eCommerce, such as home delivery services of food and groceries, the emphasis on cheap and fast delivery is beginning to be overshadowed by concerns about industry workers and their underpayment. To mitigate and backlash that could fall upon your brand, it is important to develop a marketing strategy that understands how the industry works.
Outsourcing is still a great choice
Outsourcing digital marketing to an agency is a popular and effective way to manage costs and campaigns. The creative experts at an advertising agency collaborate with you and your vision to produce the campaign you need. An effective strategy will include a diverse content range and consistent messaging. Outsourcing marketing is more common for larger businesses, but it can be very affordable for small businesses looking for digital marketing packages.
Chatbots will become more common
Chatbots have improved dramatically in the past few years, and many people searching online have come to rely on fast and interactive services. Chatbots can be configured to answer a range of common questions and even elevate a customer query to a live chat if needed. The rapid improvements in AI and ML are driving chatbot adoption and the trend is likely to continue.
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