We’re taking a look at the digital marketing trends to keep an eye on in 2023. From SEO to content marketing to social media, many changes are happening in the world of online marketing. But don’t worry – we’ve got you covered. Read on for everything you need to know about the trends shaping digital marketing in 2023!
Short-Form Video Platforms
Once a distant dream, short-form video platforms – platforms that support video content that is three minutes or less- have become wildly popular, led by the likes of TikTok. With millions of users worldwide producing creative content and battling it out in delightful challenges every day, it is no surprise that these platforms are now among some of the most sought-after marketing destinations. These videos give messaging a more authentic, real-world feel that viewers relate to subconsciously. Because of the inherent richness of this media type, static content is seeing its way out in 2023 and beyond, causing social media managers everywhere to rethink their content approach from ideation to creation.
Furthermore, the popularity of these short-form videos has led Google to rethink how it relays information. The top destination of the information superhighway has seen a drop in its organic searchers, with Gen Z and Millennial users preferring TikTok and Instagram as trusted sources. In response, Google’s SEO component has implemented the ability to incorporate Youtube videos into the search results, bookmarking the exact point in the video that coincides with your search. Pretty nifty for us visual learners, right?
SEO is the moment, and there’s no denying it. But, now more than ever, people are pulling back the curtain and learning that this strategy is more than clever content…way more. SEO is a multilane highway where synonyms are becoming just as valuable as keywords. Companies are focusing on technical SEO– the tactics used to optimize a website to generate higher rankings on various search engines.
Artificial Intelligence (AI) has also crept into search engines’ ability to evaluate content and backlinks. What worked before might not work today. For instance, buying high-volume, low quality backlinks might land you in the dog house. Spam brain- Google’s AI-based spam prevention and protection system – sniffs out purchased backlinks and can potentially penalize a site for using them by removing any signals passed to the linking domain. Between meta descriptions, backlinks, website optimization, and crawlers, we’re just beginning to crack the ostrich egg that is search engine optimization.
Used mainly in real estate, construction, Google maps, and Google translate, it’s expected that more global companies will leverage AR to build immersive digital experiences for their customers. Whether they’re looking to engage shoppers with interactive digital stories or break into new markets through innovative solutions, this technology provides organizations with a new and innovative way to compete in the digital sphere. With technological advancements converging digital and physical realms, Augmented Reality (AR) is beginning to show up in many unexpected ways. AR helps to bring virtual elements into the real world, allowing people to interact outside the digital space.
On the other side of the coin, however, we’ve seen a lack of enthusiasm around the metaverse, so there’s no need to dive headfirst into advertising there. There is still a massive need to build consumer trust, and until we begin to see the pendulum swing in that direction, it’s ok to hold your horses. Get it? Workhorse? Hold your horses?… Moving on.
DIY Digital Tools
With the rise of AI-driven copywriters, templated design work, and out-of-the-box websites, companies are finding marketing resources more accessible than ever before. ChatGPT, for example, can create simple programs accurately and explain how and why it chose the steps taken to get the desired result. There are also AI-powered code editors that will give the programmer suggestions as they code. Marketers will eventually incorporate these programs into an array of tools to be used by everyone from coders to copywriters, but they aren’t replacements for those roles. Instead, they help supplement work and increase productivity.
These tools are huge time savers when churning out solid marketing content, but it’s important to remember that they’re just that… tools; and they still need a human touch. Canva may make it easy to create a graphic, but it’s not a replacement for a thorough brand guide and visual strategy. Similarly, out-of-the-box websites, while fast to set up, come with poorly written code and bulky features that can hurt performance and create upkeep headaches down the road. The major takeaway is that when used by an expert with a well-thought-out strategy, these tools can go a long way to streamline and expedite work, but they aren’t a replacement for a solid marketing strategy.
AI-Powered Customer Service
In the age of digital marketing, streamlining customer service is an essential tool for success. Companies are now turning to AI-enabled chatbots to take some of that responsibility off the human customer service team. This streamlines their workload and allows them to provide a more efficient and personalized experience for customers. As technology improves, these AI-powered chatbots will become more attuned to user needs and preferences and will be able to handle even more complicated tasks. Companies that invest in these technologies will have a competitive advantage and set themselves up for success in the future. However, as always with AI-driven trends, it’s important to remember that consumers still need some level of human interaction, so finding the perfect balance will be key.
The Y2K of 2023
Do you remember how we all thought the year 2000 would bring an onslaught of data meltdowns, tech breakdowns, and alien invasions? It turns out we were about 23 years early. Universal Analytics – the program most businesses are currently using to track everything from site traffic to engagement to conversions – is being replaced by Google Analytics 4. GA4 will give marketers and analysts a better picture of who their consumers are and what they do on their websites. Currently, both versions are available; however, now is the time to make the switch. Beginning July 1, 2023, Universal Analytics will be sunset, and any information not transferred to GA4 will be lost permanently.
Data Privacy and Security Concerns
Data privacy and security concerns will only grow as digital marketing becomes integral to our daily lives. Laws and guidelines have been around for a while, but there isn’t one silver bullet to apply across industries and geographies. For example, in 2022, the European Union determined that Google Analytics violates the current General Data Protection Regulation (GDPR). Presently, Google collects data from European citizens in their respective countries, which is then sent to the US to be processed by Google servers. Because the EU can’t guarantee that Google will protect its citizens’ data throughout this transatlantic exchange, Google Analytics may be in for some significant changes abroad. GA4 will implement more privacy features; however, it would be wise to start looking into alternative platforms if you’re marketing to users internationally.
As this area gains more attention from politicians, companies should prepare for significant changes in regulations moving forward. Today, major digital companies hold a trove of customer data which leaves them vulnerable to malicious scammers who could use that information for their own gain. To ensure the safety of users and their data, digital companies must make sure they have established protocols in place that prioritize digital privacy and security. Without essentially creating digital fortresses around user data, these companies risk opening the door to severe unintended consequences if any form of an attack should occur.
The Wrap Up
Changes in digital marketing are happening rapidly, and it can take time to keep up. But don’t worry; the pros at Workhorse are here to help! We’ll stay on top of all the latest trends so you can focus on what’s important: running your business. Whether it’s a website, content, or adapting to AI, we’ve got you covered. Contact us today to learn more about how we can help take your business to the next level.