The Top 10 Digital Marketing Trends to Watch out for in 2023
It’s the start of a new year, meaning time to plan your digital strategy. But what do marketers need to watch out for in 2023?
Social media will become a customer service tool
With more and more people becoming active on social media, businesses are now capitalising on platforms to connect with their customers. Social media used as a customer service tool is a new trend but is gaining attraction. A quarter of marketers now use direct messages (DMs) to offer customer support, with 15% of marketers planning to try it for the first time in 2023. Instagram and Facebook are also expanding their e-commerce capabilities and providing customer service on these platforms will become even more crucial.
The rise of live streaming and video-based content
It is no secret that video dominated the marketing space in 2022 and it is predicted 2023 will be no different. “Video creates a deeper connection with your potential customer base, and it is easy for brands to repurpose video content into podcasts and text-based content,” says Neil Patel CMO and Co-Founder of NP digital. Not to mention, creating video content has become more accessible than ever. All you need is an iPhone and an affordable editing software tool.
The live-streaming industry is also on the increase. Thus, allowing customers to engage with a product and make a purchase all while watching the stream. Stream of live public events and meetings is also a great way for those in another location to view in real-time.
The use of social media to create a cohesive customer experience
Customers now expect a personalised tailored experience that speaks directly to their needs. Marketers must understand the specific interactions in the customer's journey to enhance customer experience. Thus, focusing on a complete experience, not just a point-in-time campaign.
The role of audio in social
As more social media platforms move towards video-based content, the role of audio in social is rapidly changing. Facebook has now released soundbite reaction tools, Twitter has voice tweets and Twitter spaces, and LinkedIn has audio events! So it's time to level up your social strategy with trending audios to ensure higher engagement and broader reach.
It’s time to have a clear Artificial Intelligence strategy
With the rise of Artificial intelligence (AI), chances are you are already using it, you just might not have a defined strategy for implementing it. AI can automate certain jobs, such as drafting social media posts or uncovering new advertising channels. Not to mention, AI and Machine Learning can gather valuable customer data and analyse it to create specific customer profiles and segments.
Utilisation of User and Employee-Generated Content
User-generated content (UGC) or Employee-generated content (EGC) is the new word of mouth, meaning original brand-specific content created by consumers or employees rather than brands. The organic marketing tool creates a direct connection with real consumers, cultivating a strong brand-customer relationship and boosting credibility.
Augmented reality to become more mainstream
We have seen the integration of Augmented reality (AR) incorporated into Instagram, Snapchat and recently TikTok platforms, with Meta even stepping up the AR game further with the option for users to create their own filters. Statistics suggest that filters can quadruple the engagement time of videos, with the number of apps that feature AR likely to increase in the coming years. We will see the advancement of AR to be able to discover and virtually try on new products or features from a brand.
It is time to keep video content short
As discussed, video consumption is on the rise, but it is the short-form video to look out for in 2023. With the average human attention span now 8.25 seconds, getting the point across in short form can be much more effective. We have seen the success of the recent platform TikTok, while current platforms are expanding, Instagram with ‘Reels’ and YouTube with ‘YouTube Shorts’. It is predicted that 90% of marketers using short-form video will increase or maintain their investment next year. So, it's time to align with the fast-paced attention span of online audiences!
Social media crisis management becomes a must-have
With information spreading so rapidly online, a relatively minor issue can easily blow into a crisis if a brand isn't monitoring their social channels. In a midst of a crisis consumers today are looking for brands to be transparent, honest and efficiently respond. Using social media as a crisis management tool can assist businesses to regain the trust and authenticity of their audience.
The use of social media for shopping
Since the COVID-19 pandemic started, social media has evolved from a relatively minor shopping platform to a significant economic force. People are now purchasing through social media functions such as shoppable Instagram posts and clicking through social ads without having to visit a third-party site. ‘Facebook Shops’ feature allows businesses to create a shop complete with product listings and the ability to let users add these products to their shopping cart, and purchase products directly from a dedicated checkout page. Making use of social media integrations such as ’Facebook Shops’ or ‘Instagram Checkout’ will be crucial for e-commerce businesses in 2023.