Digital marketing has come a long way since the early days of Web 1.0. The first clickable advertising banner launched in 1993 kicked off the march towards digital marketing strategies as we know it today.
Today, there is nothing a digital marketing agency can’t do. It can build an online presence for any customer and use social media influencers to build a client base. A digital marketing agency can also use AI technology to boost its own digital presence.
And speaking of 2023, marketing agencies have already made strides into topping their digital efforts of last year. This has resulted in exciting digital marketing trends.
If you’re not yet using the following strategies, there is no better time to get acquainted with them.
Social Impact Marketing
Gone are the days of promoting a product simply for its use. Nowadays, consumers want to know the deeper meaning of products. They want to understand the purpose a product serves in the broader community. Social impact marketing is big in 2023. Agencies work hard to align clients’ products with social causes and contribute to positive goals.
It is also crucial for brands in 2023 to break down stereotypes and change narratives. If a product or service doesn’t challenge the status quo, it will be hard for a brand and its agency to reach the target market.
It becomes even tougher to promote that brand to a Gen Z audience. This generation demands a commitment from companies to support those who need it most. Gen Z is also vocal about the environment and won’t hesitate to name and shame brands that don’t make green efforts.
Gen Z-Centered Marketing
Gen Z forms a big part of marketing trends, and it’s never been more evident than in 2023. More brands are trying to break into the Gen Z market, and they do so by creating campaigns that connect with a younger audience.
Marketing to Gen Z also means choosing to support a good cause. It means being transparent in all communication with them, whether online or in person. It means being entertaining, like marketing on TikTok and establishing a community.
This year, it’s also more important than ever for brands and agencies to work with collaborators. Gen Z audiences tend to follow and trust influencers. In fact, influencers have become the source they turn to before buying from a brand.
Authentic Branded Content
Trust and authenticity are the core of 2023’s digital marketing strategies. Audiences, including millennials and Gen Z, no longer want to see polished campaigns. Instead, they’re leaning towards real-life stories, characters they can relate to, and human interactions.
Think about that for a minute. In a year that has seen the uprising of AI like no other, people have begun craving human connections. This means even the most technologically advanced brands and agencies must offer a human link.
At the same time, there is no sense in ignoring the benefits of AI solutions. The AI options for digital marketing agencies and brands are endless. The trends for 2023 include chatbots, voice search options, VR and AR, automation, and personalized content. These strategies are all powered by AI. The trick to using them is to prevent AI from overpowering everything.
While interactive AI content is all the rage, there should be an option to converse with a real person.
Video Continues Its Reign In 2023
In addition to AI solutions, video marketing continues to dominate in 2023. Platforms like TikTok, YouTube, and even Instagram continue to solidify this dominance. Marketers use video tutorials, live streams, and interactive content to capture attention online.
Some of the most successful current marketing video trends include product features, Q&As, and live or recorded testimonials.
Rise of Audio Marketing
Audio marketing is growing in popularity in 2023. Podcasts and audio ads continue to pave the way for marketing campaigns because they are both immersive and easily accessible. 2022 saw a prediction that audio advertising would become a full-funnel marketing channel soon. This means that advertising will probably invade audiobook sales, and podcasts will likely become an affordable way to promote brands.
Moreover, it looks like audio automation will also save brands and agencies money while providing more content for audiences.
Voice Search Optimization
In addition to audio marketing, experts predict that voice search optimization will forever change digital marketing practices. Agencies used to carefully enter SEO keywords and phrases to optimize Google searches and help brands rank on the search engine’s first page.
Enter 2023, and Google searches have all but been replaced by voice commands. Voice assistants like Alexa and Siri make it easier than ever to find information online. And it is predicted that 8.4 billion voice assistant devices will be in active use by 2024.
This prediction means content must be updated and optimized for voice queries. Agencies have started using long-tail keywords and conversational language to target voice searches. It is also crucial for business websites (and agency websites) to be mobile-friendly because most voice searches come from smartphones.
Seeing that Gen Z rules the online market, it is no surprise to find brands using game elements in their campaigns, apps, and websites. Gamification is a clever digital strategy that helps increase social media engagement and gathers valuable customer data.
This strategy also helps build brand awareness and increases customer loyalty. Businesses can add game elements to dedicated website pages or present them in the form of badges and awards.
This is another game changer for digital agencies and brands. The omnichannel approach allows users to connect with businesses across several touchpoints. In 2023 it’s no longer effective to have only one online profile. Brands serious about elevating their digital marketing strategy must be available on all appropriate platforms.
These exciting digital marketing strategies have ushered in the unstoppable era of technology and authenticity. The only thing that brands and agencies need to do is to embrace them and continue to align them with their target market’s evolving preferences.