Digital Marketing Techniques for 2023
Feb 03 2023
Each new year in digital advertising brings a host of new challenges to overcome, and a fresh set of tools built to make the process of finding target audiences and driving conversions more efficient than ever. Here’s a look at what marketers learned about customer values, data privacy, and impactful ad trends in 2022 — plus the techniques we most anticipate bringing success to advertisers in 2023 and beyond.
Overview: Digital Marketing in 2022
As more companies lean into their respective digital transformations and commit to a digital future for their business, the past year’s online marketing landscape likewise reflected major growth and innovation across the board.
Advancements in AI and machine learning continue to impact how advertisers forecast product demand and even anticipate new trends in the market. While reliable ad content like video, influencer, and social media marketing maintained a significant portion of the online advertiser’s focus in 2022, new AI-driven tools and content also began to take hold.
This year in marketing represented a blend of tried-and-true methods with new developments like enhanced customer service chatbots, ads in Metaverse spaces, increased focus on customer values (sustainability efforts in particular), and advanced ad personalization techniques.
Ongoing changes to data privacy regulations also saw search giant Google restructure its entire analytics platform (GA4) to serve as a more efficient home base for future marketing campaigns. The debut of GA4 marked an important change in how user data is collected, secured, and applied to marketing activities.
Where Digital Marketers Missed the Mark in 2022
The online marketplace moves fast. Falling behind on digital marketing trends, key innovations, or simply choosing to rely on past methods strictly out of familiarity can invite a massive hit to your brand’s overall campaign performance. In 2022, advertisers witnessed constant changes to how private user data could be used to inform and personalize marketing messages.
Compliance to these changing safety measures means advertisers can’t afford to stand still, and with major platforms adapting their tools and dashboards to fit a new era of data privacy, it follows that brands also must remain flexible in their campaign tactics.
As mentioned above, sustainability initiatives have emerged as a near-universal necessity among companies looking to align with shifting customer values. While some brands have already found success in their sustainable efforts and messages, others are falling drastically behind on their carbon-neutral goals.
Maintaining trust and customer loyalty in the future will likely remain tied to a brand’s willingness to reflect its target audience’s core values, which presently include demonstrable social responsibility, commitment to consumer privacy, and improved representation and inclusivity.
Digital Marketing Trends for Success in 2023
The year will likely challenge advertisers to place more emphasis on marketing activities that can sustain campaign success over time — and thus withstand the rapid changes known to define the world of ecommerce.
With the rise in ad opportunities available through streaming services and social platforms offering live stream content, video marketing will take on a new measure of significance for many brands. Authentic video content via TikTok and Instagram targeted video ad delivery, and influencer-led marketing across all social platforms are certain to play a role across a wide range of industries looking to establish long-term connections with potential customers.
Likewise, optimizing ad content for mobile devices will follow in becoming a mainstay for digital marketers (if it hasn’t already). One in-depth report showed users spending roughly 548 billion total hours streaming through mobile devices in 2021, and anticipates consumers will spend approximately $17.2 billion annually on social apps by 2025.
Additionally, a study from the work management platform Asana reports the advancement of industry-specific tools and technology will likely drive more opportunities for new modes of advertising, including:
As industry tech drives digital marketing’s capabilities forward, advertisers will be tasked with adapting the reliable methods of reaching target demographics from years past to this new age of interactive, hyper-personalize ad content.
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