As we all know, times are moving fast and new technologies are constantly changing, which means that digital marketing trends have to be constantly reinvented. After the end of the pandemic, there was a considerable growth in the use of digital platforms to carry out activities, from the emergence of teleworking to the rise of digital leisure, a new reality has emerged: the abandonment of some analogue methods in the face of the digital boom.
A new reality is emerging: the abandonment of some analogue methods in the face of the boom in digitalisation. And now we are even going further, for example, the development of the Metaverse. The Metaverse is not the only novelty that is being developed; the innovations that will emerge during this era are unimaginable. Therefore, we must be prepared for new paths.
One of the directions being considered to develop these new trends is undoubtedly to focus on humans. Human-centric marketing strategy is shaping the future of new technologies. It does not innovate or design with the aim to please consumers, but rather to consider users as humans. The objectives are clearly focused on solving human needs, thus strengthening a personal bond between companies and customers.
In considering consumers as humans, concerns about customer privacy have also grown. Within the regulatory framework of social networks and media, data protection legislation has been strengthened.
Digital marketing is a discipline that will be affected by these developments, which is why we at OCCAM would like to recommend new trends for 2023.
MARKETING TRENDS FOR 2023
- growth of investment in influencer marketing.
The popularity of influencers in digital marketing has grown exponentially in recent years and this trend is expected to continue. The influencer market has delved deeply into the professional world for the younger generation.
Every so often, influencers are renewed, whether it is the fault of the app - in the case of TikTok, for example, new influencers are constantly going viral, who then go on to serve emerging brands to carry their advertising.
Collaboration with influencers has shown how easy it is to monetise posts and make a profit.
- integration of chatbots and artificial intelligence
Artificial Intelligence software is able to develop self-sufficiency and shorten the completion of specific tasks. The use of chatbots has increased significantly. Chatbots simulate human conversations and can be used to provide general information and personalise the customer experience.
In addition, the introduction of artificial intelligence is a way to surprise the audience and keep up to date with new technologies. It shows evolution and a great capacity for adaptation on the part of the company.
- strong commitment to omni-channel marketing
In this blog article, we set out the theory of the multichannel strategy that is going strong, and at the same time, it is accompanied by omnichannel marketing, a marketing strategy that tries to connect with potential customers through all possible channels simultaneously.
An integrated strategy to reach customers through all communication channels, it consists of being present in the same way and at the same time.
- augmented reality has entered the market
This new digital platform allows to see in real time a fictitious event or simulators that the company wants to present, allowing to show users the universe of the brand.
Thanks to this technology, it will be possible to announce live events (sporting, cultural, etc.) or weather factors, make the public interact more on social networks or connect with e-commerce platforms RA will be an important marketing tool for 2023.
Online events are improved with augmented reality technology, as well as the integration of these products for example; it is possible to know the exact measurements, colours and shapes. It is more realistic than a photograph.
- Data centre or data hub
Over the next few years, real-time messaging platforms will be transformed into data centres - data centres are centres where customer information is processed, stored and handled. Data centres can be used to disseminate this information in order to resolve user concerns.
This is why real-time messaging platforms are becoming more and more popular and an increasingly important tool for digital marketers, as they ensure continuity of services.
- podcast marketing
We have entered an era, in which we are familiar with podcasts. Therefore, it is very useful to take advantage of this resource to promote a company's digital brand. Podcasting helps you build a personal presence and brand, grows your community and allows you to achieve your business or organisational goals.
Podcasting provides credibility and proximity - just like radio - so it can be a way to connect with those generations that are reluctant to use digital channels. By giving a communicator a voice and a name, it increases your customer-company relationship.
- Create experiences through online and offline activities
We already mentioned that augmented reality can provide a positive customer experience. The same is going to be true for online events.
The world of organising events to promote a company is a very integrated activity in today's marketing strategy. Along with influencer marketing, it has become very popular with the younger generation.
However, it is not an activity that is going to stagnate in the face-to-face, but it is betting on integrating it into the online world. Due to the growth of streaming platforms and the influencers that work from these platforms, online events have emerged with a huge participation from users.
Live-streamed events are a good alternative, as they allow the participation of any online user, providing proximity to the company and a feeling of importance, as well as integration.
- Marketing in the virtual world
By 2023, digital marketers will need to keep up with the latest technological developments. This includes understanding the metaverse and its full potential.
The metaverse is the development of the virtual world, in which users will be able to interact with each other, in the role of 3D avatars. The virtual world will be the future way of surfing the internet. Thus, companies, organisations, institutions and even individual web users will have to adapt to it. Digital marketing will also enter into this dynamic.
Marketing is a discipline that must constantly evolve and adapt; it changes with the same evolution of people and technology. It seeks to integrate all kinds of strategies that allow it to be linked to diversity and adapt to this changing environment. Companies - in order to maximise their objectives - will have to focus their efforts on developing strategies that allow consumers to feel close to the brand and trust it.
