As technology continues to evolve, so does the digital marketing landscape. In 2023, we can expect to see a number of new trends that will shape the way businesses market their products and services. From predictive analytics to interactive content and social commerce, there are a variety of new tools and strategies that businesses can use to reach their target audiences. In this article, we'll explore some of the top digital marketing trends for 2023 and how businesses can use them to their advantage. One of the most exciting digital marketing trends for 2023 is Google Analytics 4 (GA4).
This new version of Google Analytics has a set of features called Analytics Intelligence, which apply Google's machine learning models to analyze your data and predict future actions that end users may take. For example, you can create an audience of “people who spend the most over 28 days”, including the users who are expected to generate the most revenue in the next 28 days. This type of predictive analytics can help businesses better understand their customers and target them with more relevant content. Interactive content is another trend that is gaining traction in 2023. Business Wire states that interactive content “attracts audiences 30 to 50% more than traditional press releases”. 412 Food Rescue, a Pittsburgh-based nonprofit organization, used interactive content to recruit more volunteers to deliver food from retailers to people who are food insecure.
By using an interactive format, they were able to reduce their reporting time by 50%, freeing up their already limited staff to increase their impact in the community and expand to new cities. Social media messaging apps are also becoming increasingly popular in digital marketing. Every month, there are 1.3 billion active users on Facebook Messenger, and around 10 billion messages are sent between people and businesses through this messaging application. Businesses can use these apps to provide fast customer service and even sell products directly through the app. For example, if you have an e-commerce business, you can include a link to your store in your bio or a link to a specific product in your Instagram stories. Shoppable Instagram posts are another trend that is gaining traction in 2023. With shoppable Instagram posts, you can highlight or tag a product for users to see, fall in love with, and buy without having to navigate away from your post.
This type of digital marketing allows shoppers to skip as many steps as possible without being interrupted by ads. Influencer marketing is also becoming increasingly popular in 2023. If you decide to make the leap into influencer marketing, it's important to choose the right influencer for your brand. For example, a B2B company will likely not reach the right audience with a fashion influencer and a B2C fashion business will not reach the right audience with an influencer who works in the business or professional services sector. Chatbots are also becoming increasingly popular in digital marketing. Capable of crafting jokes or developing short film scenarios, ChatGPT is an extraordinary resource that can significantly improve your digital marketing approach. AI is already taking a prominent place in digital marketing with the use of chatbots in messaging marketing efforts. Virtual and augmented reality are also expected to become major trends between 2026 and 2028. Don't be surprised if other formats, from short and long formats to stories and live broadcasts, are still popular on a variety of devices, from smartphones and laptops to smart TVs and gaming consoles. Connected television (CTV) is another trend that is expected to drive growth in investment in digital video advertising in 2023. CTV will grow by 27.2% this year. Finally, businesses should integrate their marketing department with their back office in order to manage and improve their marketing strategies.
Every effective marketing strategy must include a set of SMART objectives (specific, measurable, attainable, relevant and timely), and you can use your back office to track and measure the progress each of your campaigns achieves within your overall marketing strategy. Keeping up with current digital marketing trends can be daunting but there are numerous free and paid alternatives specifically aimed at digital marketing professionals. With the right tools and strategies, businesses can stay ahead of the curve when it comes to digital marketing in 2023.