There are many changes around the corner in the digital marketing world. Marketers, business owners, marketing lovers, and tech companies are all looking into the digital marketing trends for 2023. What can we expect, and how can we keep track of the most important thing: the consumer? Let’s look at it.
The shift to Omnichannel Marketing and the importance of a consumer-centric focus in 2023
With Meta, virtual influencers, mobile-first design, voice search, and other new trends around the corner, it is sometimes hard to keep up with all the changes that are happening. Within a fast-changing world, it is important to not lose track of what is most important: the people we are sending our message to; the consumers. On top of that, linear communication has shifted into omni-channel marketing and branding. But what does this mean?
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The shift to omni-channel marketing
Omni-channel marketing is: ‘’the type of strategy that provides customers with a seamless experience across all touchpoints. The perception of a brand arises from a whole set of digital interactions that occur between the consumer and a product, a brand, or a company’’. This means that your followers will see your content and messages from different platforms and in different ways. You can choose how and where you will approach them. This decision is yours.
However, for most, brand recognition it is best to always keep consistency within your brand’s tone of voice, design, and transparency. Your viewers and (potential) buyers will create connotations and feelings around your brand that will help them lean towards your brand in their purchasing decisions. Keep in mind that when analyzing your online channels you see everything as one.
This means, for instance, that whatever happens on Facebook has an effect on your website and whatever happens on your website has an effect on how many people listen to your podcast. These channels are not separated but are intertwined. This is also the reason why the analysis of your marketing outcomes should be seen from an omni-perspective.
The importance of a consumer-centric focus
When you focus on an omni-channel marketing strategy, then especially your younger audience will find it easier to connect to your brand. This is because they expect fast and coordinated communication. After all, this is what they are used to from most of their other favorite brands. By keeping the wants and needs of your audience in mind, you can create content that is centered around who they are.
At the end of the day, with all the changes in the online world, we should not lose sight of the most important thing, which is the people that we are talking to. The essence of what makes people connect to your brand is their feelings and emotions. Your brand story will help develop these connotations, feelings, and thoughts that are connected to your brand. That’s why, with every marketing decision you make, always ask yourself the question: ‘’does this align with my target audience’’.
Consumers going mobile and voice search usage will continue to rise in 2023
Last year we wrote an article about the marketing trend predictions for 2022. Here we saw that Virtual and Augmented reality is on the rise and how virtual influencers are taking a place in the social media sphere. We have seen that VR and AR are fundamental for the Metaverse and how digital marketing will be reshaped.
We have seen how mobile-first and responsive design is extremely important. People are on their phones more than on their computers and the design of websites or e-commerce shops should be planned according to, again, the needs of the consumer. Then, we have seen how voice commerce is the future of e-commerce. On top of this, sustainability and inclusive communication are still staying important.
Let’s dive into some of these topics and some new topics. What is going to change in 2023?
3 Digital Marketing trends in 2023
As we have seen, digital marketing is changing fast. Some digital marketing topics have been around for years and will be developed in the years to come. Then, newer topics have arisen too. Let’s look at some predicted trends for 2023, with the main three ones being: the Metaverse, data-gathering, and green marketing.
1. The Metaverse
Whilst some people can’t imagine a virtual world in which we meet together, purchase virtual shoes to wear, and pay with bitcoin; this reality is closer than they think. Meta is working hard, with the most talented and intelligent people out there, to create the Metaverse. A place in which we can ‘live’ online.
At some point, we are going to create virtual versions of ourselves called avatars. The Metaverse is a virtual world that gathers various online places in which we can connect, share, purchase, learn, play, and work. The Metaverse can be seen as the Internet 3.0. In Internet 1.0 we needed our name and email to log into the online services we would like to use. In Web 2.0 we needed our Facebook or Google accounts to log in.
In Web 3.0 we have one login, our wallet, in which we can move through the online world. This secure place holds our credits (blockchain), personality (avatar), data, and more. What are some practical steps that you can already undertake? As a business, you can already start with researching and experimenting with the Metaverse. Then you can start to implement some of these changes and findings into your marketing strategy. It’s not about implementing everything all at once, it is about slowly transitioning into this new world (if this is the right step for your business).
2. A correct way of data-gathering
Data gathering often drives your digital marketing strategies and decision-making. However, how data is gathered and analyzed is very important. Previously, data was often collected through third-party cookies which gave marketers a range of data from different sources. Increased concern about the safety of this way of gathering data resulted in many third-data information sources being blocked. Marketers started to look for different ways to collect data such as focusing on first-party data.
First-party data is data that you collect from your own viewer or consumer via your online channels. You can gather this information from your website, your mobile app, your emails, or in-store experiences. This also ties in with the omni-channel marketing approach. Read more about first-party data here.
3. Green marketing
A topic that has been discussed for a long time but is becoming increasingly important is green marketing. With strong demand from consumers, businesses can not stay behind; we all have to adopt a green marketing strategy to move forward healthily. From the doughnut economy to the sharing economy, to becoming carbon neutral, to selling your goods in the Metaverse.
There are many initiatives, technologies, and important people pushing the agenda of green marketing. You can jump on the bandwagon and join this way of approaching our digital economy in 2023, the view of our future world, and the well-being of our societies. From now on, try and keep the 4 Ps of green marketing in mind in everything you do. Read more about green marketing in this article.
Do you want to know how to implement these strategies?
When it comes to marketing, the volume of decisions to make can get overwhelming at times. That’s why we are here to help. Let’s look at what strategy works best for your business. We can help you implement all the necessary changes. You can get in touch today and book a call with us. We’ll be happy to assist you in further growing your business.