The latest digital marketing trends include using social messaging apps for customer interaction. Businesses can use these applications to cultivate customer contacts, regain lost potential leads, and deliver real-time digital transformation. Some companies are even using them to boost sales.
Another emerging trend in digital marketing is image search: Google Lens, Apple iPhone, and Microsoft Edge Browser are the latest examples, which use an object recognition database to recognise images and create personalised results for users. The rise of mobile as a primary device is one consumer trend that has completely disrupted the digital marketing industry.
This article will give you a quick overview of the most popular methods and what’s new in global digital marketing. You may like to bookmark this and use it for the digital marketing strategy.
Google Lens, Apple iPhone, and Microsoft Edge Browser are the latest examples of Image Search Tools, which use an object recognition database to recognise images and create personalised results for users
Why do brands aim to be recent with their Digital Marketing Strategies
With the advancement of technology and social media platforms, marketers are looking for new and more cost-effective marketing solutions. They must stay ahead of the competition to secure customer loyalty and grow their business. Here are a few examples.
- Amazon offers a wide variety of advertising options. It’s also a key player in the e-commerce market. Therefore Amazon is both an ad-tech platform as well as a marketplace.
- Companies like ZARA and MYNTRA are taking advantage of digital commerce for differentiation. These companies use innovative technology, such as RFID tags, to identify products and interactive mirrors to allow customers to see the products they want without visiting a fitting room.
The Top Trends in Digital Marketing
1. Rise of Voice Search and Voice Interaction
By 2023, 25% of digital personnel will employ automated assistants with voice search capabilities. (Source: Gartner) Verbal interaction with devices evolves continually. Thanks to Siri, Google, Alexa, and many other intelligent devices.
Voice search is the trend that is transforming digital marketing the most rapidly. It is gaining popularity and altering how businesses use keywords and content. Companies must re-evaluate their content strategy on each social media platform to accommodate this new trend. Additionally, optimise the website UI-UX and make it compatible with voice searches and interactive content. Websites must take pillar pages and long-tail semantic keywords into account for search engine optimisation. An SEO audit for voice-enabled search must include the following:
- Assessment of how effectively voice search is driving traffic to the website and increasing it further
- Assessment of user experience on mobile devices
- Re-evaluation of existing pillar pages
Video marketing will generate $126 billion in revenue by 2023. 85% of the audience uses Facebook videos with the sound off.
2. Latest dynamic and measurable video marketing trend
Video marketing is among the most rapidly expanding types of online advertising. HubSpot predicts that video marketing will generate $126 billion in revenue by 2023. This indicates that more people than ever will watch online videos. As a result, video drives brand awareness and can influence consumer choices. Despite this growth, only around half of marketers use videos to promote their products.
Ad transparency, which requires appropriately labelling advertisements and revealing when a person has received money, products, or services in exchange for an endorsement and marketing effort, is moving in perfect sync with the rise of influencer marketing.
As per the latest trend, about 85% of the audience uses Facebook videos with the sound off. Brands should make their video content muted or have captions that don’t detract from but enhance the viewing experience. It is more likely to watch a video for longer if it’s without sound. And, if it’s impossible to provide captions due to the nature of your video, don’t be afraid to make your video mute.
B2B marketing folks must try out some uncut, behind-the-scenes videos that weren’t included in the final product (think: bloopers, outtakes, and extra footage). This category comprises the individuals and methods contributing to a brand’s messaging.
3. Content Atomisation breathes new life into your conversational marketing.
Now growth Hack your content marketing by distributing relevant content to the appropriate demographic via the most appropriate distribution platform. The “Content Atomisation” process involves dividing a critical topic or piece of content into manageable chunks with a narrower focus and strategic value. It’s time for your brand to start stabilising content and social media marketing and releasing them to your audience in bite-sized chunks over several weeks.
Take as much material as possible from the overarching theme you already have. Instead of trying to create the “mother-of-all-content,” focus on making lots of small pieces of content. If your master content begins with the letter A and ends with the letter J, divide it into five smaller parts (A, B, C, D to J) or 5 chapters (AB, CD, EF, GH).
Performance metrics have shown content atomisation to improve performance, increase conversion opportunities, enhance engagement with the target audience, and result in excellent SEO. Modern SEO marketing strategy is based on topics and content pillars. Furthermore, it creates the foundation for creating unique pages, optimised content, and keyword re-occurrence.
4. Does SEO have a future?
Since 93% of online experiences begin with a search engine query, you can readily appreciate the significance of a strong SEO strategy for your business. The Google algorithm is rapidly evolving, and what worked a year ago may no longer be relevant today. Here are a few significant SEO trends:
Firstly, Core Web Vitals are Google’s ranking factors in evaluating your website’s overall user experience. LCP, or Largest Contentful Paint, measures the time required to load a website’s primary content. If your website has good Core Web Vitals and provides a positive user experience, it will likely have a high Google ranking.
The quality of content also improves as the search engine algorithm evolves. Follow the EAT principle when creating Content for SEO: Expertise, Authority, and Trustworthiness. You can improve your score on the EAT by
- Look up the topic and what people are searching for and create unique content.
- Cite references and sources for the article
- Please include the author’s bio to site their expertise.
- Do not use AI-Generated Content, aggressive advertising, or overtly ‘salesy’ Content.
Businesses that have just begun their SEO journey should be pleased because they have an excellent opportunity to rank. Search engine algorithms are intelligent enough to identify high-quality content, enhancing user experience. As long as you consistently produce high-quality content for your business and your website performs well, you will always experience a positive ranking variation. With the constant updating of search engine algorithms, you can always prioritise the quality of your business’s content.
Content Atomisation improves content performance, increase conversion opportunities, enhance engagement with the target audience, and result in excellent SEO.
5. Facebook Up and Beyond
Facebook is no longer the social media industry standard. According to data from NapoleonCat.com, the largest age group in January 2022 was between 25 and 34 years old. TechCrunch speculates that Facebook may be dead to Generation Z as the once-dominant force begins to lose prominence among younger audiences (current age: 10 to 23 years). All members of Generation Z are transitioning from one platform to another, so that new criteria will govern their choices. On other platforms like Instagram, Snapchat, and Telegram, they are less likely to share their data and get better privacy protection.
It is essential for prospective digital marketers to carefully consider their target demographic on social media channels, as Facebook only may be inappropriate for specific promotions, particularly if its popularity among younger users is declining. Otherwise, you may be targeting the wrong social media platforms with your advertising budget. Suppose you find yourself in a situation where Facebook is gaining overall users but losing specific age groups. In that case, it is crucial to investigate this trend further to determine if it is a potential long-term concern and how it affects your targeting. The data will reveal who uses these sites, allowing you to decide where to invest your money.
You must be wondering where to invest now. Facebook users are more active on Meta’s family of apps besides other social media channels.
- 74.7% of Facebook users also use YouTube.
- 72.2% of Facebook users are also WhatsApp users.
- 78.1% of Facebook users also use Instagram.
6. Instagram is a youth hit.
According to Search EngineJournal.com, the Top 10 Social Media Sites & Platforms as of May 2022, Instagram is ranked fourth among all social media networks globally. As per a digital marketing trend report, over 1 billion users use the application monthly. Its user base comprises the coveted younger generation, especially those under 30. This application is used by 51% of women and 49% of men globally. The range of options is so vast that the most significant limitation to your marketing campaign will be your imagination.
The prevalence of “Instagram Culture” alters how people perceive their lives and how they present themselves on social media. Instagram Reel, carousel, influencer marketing and Instagram Commerce are new high-performing platform features if you are an eCommerce brand or want to sell online services. Nonetheless, it is crucial to remember that Instagram is a visual platform, and visual content marketing highly impacts decisions and emotions. For example, fashion brands can post collections using their product photos, whereas online stores can publish pictures showcasing their bestsellers or most popular products.
We curated a list of the most effective Instagram Strategies that have worked for us and the brands we work with – Instagram Marketing Trends: How To Use these Instagram Advertising Strategies to Drive Traffic To Your Business – DINTW Digital Marketing Shots.
7. Get More Personalised by Email
If Social Media is the cocktail party, then email marketing is the ‘meet up for coffee’. The original 1 to 1 channel
Email is the most trusted marketing channel and the only channel where consumers can say, “Stop emailing me.” Yet, brands struggle to create personalised and relevant content that resonates with audiences. 68% of consumers purchase based on an email promotion. Engaging consumers with the correct email based on the products they’ve viewed online and brands they’ve visited online or in-store is something Amazon has mastered.
Email continues to be a powerful medium of contact, with billions now being used for medical, financial, manufacturing, legal, science, and academic purposes. Global email subscribers contributed to 3.9 billion users in 2019. This number is projected to rise to 4.48 billion users in 2024. Many e-retailers have witnessed a drastic shift from traditional marketing and promotion to email integration into their sales funnel, making it a hit digital marketing trend.
$44 is the revenue opportunity for every $1 spent on email marketing. Email marketing has reinvented itself and upgraded to email marketing automation, which is real-time, non-intrusive, and rewarding. For instance, SaaS companies, including Marketo and Hubspot, offer complete email marketing platforms that create lasting customer value.
8. Good Content and Context matter more
The Google search engine bots have become even more “conversational” due to the recent upgrade. Google’s algorithm will now read the searcher’s purpose, just like the human brain. Websites with content-intent mismatches will suffer from this change. As a result, the algorithm will gradually push more valuable content up after demoting low-value content. This means you might see different search results for the same or related queries as a user. This means you might see brand-new websites or content that aren’t listed in the top positions for your search.
As a marketer, brand, or content producer, focusing on the search engine alone won’t cut it; you need to give equal attention to your audience. Here are four tips to cement your content curation and SEO strategy.
- Adding variety to the content to respond to a broader range of user questions
- Make content with the user’s goals, whether education, entertainment, or product research.
- You are focusing on a specific subset of questions from your target demographic.
- Conducting in-depth research for every piece of content
9. Omnichannel marketing is now automated.
Omnichannel marketing is a new method of advertising that combines digital and traditional channels to reach and convert consumers. Reaching and engaging your target audience involves concerted and consistent effort across multiple channels, such as email, landing pages, chatbots, applications, social media, and blogs.
This approach allows companies to better serve their customers by giving them more ways to interact digitally with the company. Since marketing automation services can simultaneously reach millions of audiences across multiple channels with different personalisation, they are becoming increasingly popular among businesses. The popularity of personalisation has increased alongside social media, google ads and direct response strategies (both online and offline).
Enterprise marketing automation platforms are expensive. Multiple options in the mid-tier will perform beautifully for your business platforms like Drip, HubSpot, NetCore, and others. There are the must-have Marketing Automation features that you must keep in mind before narrowing down to a solution.
10. The New Digital Marketing Trend for 2023 is People.
A lousy employee attitude is the only reason people don’t do business with a company. Customers see the people behind the brand, so focusing your marketing efforts on interactions between employees and customers makes sense. 46% of consumers will abandon a brand if its employees are not knowledgeable.
Nike’s top executives are part of the company’s influencer marketing and are now known as “Corporate Storytellers.” They reflect and reinforce the company’s advertising campaigns by focusing on parables of “just doing it” rather than financial success. Bringing together your internal and external marketing doesn’t have to mean spending money on ads.
Communicating with employees using the same language you use with customers is crucial. Most businesses suffer from a lack of coordination between their internal divisions and their clients. A change in leadership is a once-in-a-generation chance for companies to improve their customer service.
Carly Fiorina played an active role in rebranding Hewlett-Packard. The company’s new tagline, “Invent,” became a mantra. A new leader rediscovering the company’s heritage released a surge of energy throughout the organisation.
IBM used this tactic when it launched its e-business campaign. It took out an eight-page ad in the Wall Street Journal. This is an expensive way to capture attention, but if used sparingly, it is the most potent form of communication. The company only needs to do it once for everyone to read it.
Let’s not wait. Just Do It
Changes in business and market dynamics are inevitable due to emerging digital trends. Companies must stay attractive to the people they want to do business with. Customers prefer not to deal with a company over a few decades old; they would rather spend a billion dollars on a new shiny toy. With technology becoming obsolete at an alarming rate, it’s becoming more challenging to keep up with demand. Even if the novel experiences can’t be packaged in a physical good, they can be delivered in other ways, such as through superior customer service. Assessing your company’s current standing in emerging digital trends and developing a strategy for moving forward should be your first step. If you require a digital audit, don’t hesitate to get in touch with us.
The post What are the Latest Digital Marketing Trends? in 2023 appeared first on DINTW Digital Marketing Shots.
