Digital marketing in 2023 will continue to evolve, with a focus on personalization and a greater reliance on AI and machine learning. Companies will be able to leverage insightful customer data and analysis to optimize spending, target their content more effectively, and enhance the consumer experience, while at the same time reducing costs and increasing efficiency.
Customer experience will be a primary focus of digital marketing in 2023. Interactive content such as live videos, polls, contests, etc., are increasingly effective for communication and engagement with customers - up to 23% more than traditional static content. Such tactics promote a deeper understanding of customer psychographic profiles relative to demographic information alone. This allows for more personalized remarketing strategies which increase overall lifetime value for customers.
Visual content will also be a major focus, with a greater emphasis being placed on utilizing videos for social media campaigns. Videos are more engaging than static images and text and can be a great way to capture consumer interest. Augmented reality and virtual reality experiences will become increasingly popular in 2023, as these technologies provide a truly immersive experience for consumers. In 2022 the market value of AR/VR is estimated at $58.7 billion, with a projected 47.2% increase to $124.4 billion by 2023.
Influencer marketing in 2023 is also expected to experience a huge surge. Brands will increasingly turn to influencers for their social media content, as a single post from an influencer can reach a larger and more engaged audience than a traditional ad campaign. Young adults that use social media platforms such as TikTok (which has the most substantial engagement numbers of all social media) are more likely to respond positively to influencers than to other types of advertising.
User-generated content (UGC) is another important element of digital marketing in 2023. UGC consists of customers and employees submitting photos, videos, reviews, and testimonials about a brand or product, which can be extremely effective in helping build trust with potential customers. Studies have shown that social campaigns that incorporate UGC see a 50% lift in engagement, making it a powerful tool for building a brand’s online presence. With the increasing popularity of influencer marketing and UGC, digital marketers in 2023 will need to be able to effectively leverage these strategies in order to create a successful marketing campaign.
Overall, digital marketing in 2023 is set to become even more competitive and complex than ever before. Companies must continue to stay ahead of the curve by investing heavily in technologies such as AI and machine learning, personalization, interactive content, videos, AR/VR experiences, as well as influencer marketing and user-generated content. By doing so they can ensure their brands remain visible.
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