If you happened to miss it, we recently discussed some exciting the top digital marketing trends of 2023, encompassing a blend of well-established approaches and cutting-edge technologies and methods. Think blockchain, augmented and virtual reality, live streaming, short-form video, and beyond. While many of these trends have already emerged in previous years, they are gaining significant traction and evolving rapidly in 2023. In this article, we’ll delve deeper into the patterns driving these trends and explore how they will shape the landscape for marketers throughout the year.
Digital Marketing Trends & Predictions for 2023: Expert Insights
To gain a comprehensive understanding of how the digital marketing trends of 2023 will impact consumers, marketers, and businesses, we posed some key questions to marketers, advertisers, and business owners across various industries. Our discussions revolved around the following:
- How will social media platforms adapt to the rise of TikTok?
- Will AI-generated content enhance or hinder content marketing?
- What will be the primary areas of focus for DEI initiatives this year?
- Can automation and PPC advertising coexist harmoniously?
- How will the growing influence of Gen Z shape brand strategies?
- What changes are anticipated in the realm of data privacy?
- Will we finally gain control over supply chain challenges?
Let’s delve into their valuable insights.
How Social Media Platforms Will Adapt to TikTok in 2023
They say imitation is the sincerest form of flattery, don’t they?
1. Embracing Imitation or Collaboration
At just six years old, TikTok has become a global social media powerhouse, boasting over a billion monthly active users. Its popularity is particularly pronounced among Gen Z, the generation born between 1997 and 2012.
As Gen Z’s spending power continues to surge, other social media platforms are scrambling to keep pace and maintain their relevance.
The most probable tactic they’ll employ in 2023 is imitation.
Tetiana Sira, Senior Digital Marketing Executive at Energy Casino, points out that social media platforms have already begun responding by either directly replicating TikTok’s features (like Instagram’s Reels) or incorporating more vertical videos (like Pinterest and Twitter).
“It’s evident that there’s a significant push towards video consumption, with platforms striving to make it as seamless as possible,” Sira observes.
Shahnawaz Sadique, a blogger at CommonStupidMan.com, suggests that social platforms may also explore partnerships with TikTok to tap into its content and user base, or they might even consider outright acquisitions of TikTok or similar platforms.
However, Carly Campbell, a blogger at Mommy On Purpose, emphasizes that TikTok’s success extends beyond its short-form video format. “TikTok’s user-friendly interface and strong emphasis on user-generated content have been instrumental in its rise,” Campbell explains. “These elements have enabled the platform to establish a distinct identity and cultivate a highly engaged community.”
“To effectively challenge TikTok, other social platforms must replicate the same user experience that has contributed to its widespread adoption,” Campbell adds.
2. Seeking Differentiation
That being said, there are several avenues for social media platforms to differentiate themselves from TikTok in 2023.
Sadique suggests that one approach could be to concentrate on alternative content formats, such as long-form videos or live streaming.
Jessica Shee, Manager at iBoysoft, recommends investing in AI to enhance video capabilities and generate more captivating content.
Campbell highlights Snapchat as an example, which is strategically focusing on messaging. “Similarly, Facebook is heavily emphasizing its gaming and group features as a means of differentiation,” she adds.
Averi Melcher, owner of OSO Content, posits that platforms may reassess their creator monetization models to compete more effectively with the TikTok Creator Fund. TikTok’s program compensates users who generate at least 100,000 authentic video views per month, incentivizing creators to remain on the platform.
“We’re witnessing this trend with Instagram subscriptions, Facebook Reels, Pinterest’s beta program, and YouTube Shorts,” Melcher notes. “If these platforms can offer better incentives and rewards to creators, they stand a good chance of reclaiming some market share.”
Furthermore, Melcher suggests that social platforms may enhance their creator campaign attribution models or even establish native communities to connect creators with brands. This, in turn, would provide creators with improved avenues for monetizing their content.
Will AI-Generated Content Make or Break Content Marketing in 2023?
If you’ve meticulously crafted a content marketing funnel, you’ll definitely want to pay attention to the perspectives surrounding this digital marketing trend in 2023.
Free guide >> 3. Unveiling the Advantages
The use of AI for content generation gained significant momentum in 2022, and it’s poised to play a pivotal role in marketing throughout the coming year.
For starters, AI content generation holds immense potential as a valuable brainstorming tool for marketers.
“At Delightful Ads, we’ve already integrated AI into our workflow as a starting point for generating assets for our clients’ advertising campaigns,” shares Jenn Martin, a Digital Ads Strategist. “This includes ad copy, headlines, attention-grabbing hooks, graphics, and even videos. AI brings fresh ideas and perspectives to the table that we might not have considered otherwise.”
Blog coach Becca Klein adds that AI will be increasingly employed to create content tailored to specific demographics. This involves leveraging data points such as demographics, purchase history, interests, and individual needs.
“The resulting content could include personalized emails or highly targeted ads that resonate more effectively with the unique requirements of customers,” Campbell elaborates. “As AI’s proficiency in natural language processing continues to advance, marketers will gain the ability to develop even more dynamic and engaging campaigns.”
Mailshake’s AI-powered email generator SHAKEspeare
Consequently, we can anticipate enhancements in both relevance and effectiveness.
With higher-quality content at their disposal, brands are better positioned to capture market share.
“With [the support of AI tools], content can be kept at a high standard over time and the brand’s reputation may be protected,” said Peter Drow, head of marketing at Nccttingtools. “Solidifying your brand’s presence in the market is a surefire way to gain a competitive advantage.”
And the benefits of exceptional content extend even further.
“AI content generation tools can assist businesses in ensuring the accuracy and consistency of their content,” Sadique explains. “These tools can be trained to adhere to specific brand guidelines and standards, maintaining uniformity in messaging.”
This, in turn, has the potential to drive improved return on investment (ROI), according to Drow.
Furthermore, it can contribute to revenue growth.
“By harnessing AI-driven processes, businesses can significantly ramp up their production of high-quality blog and social media content,” Drow elaborates. “This, in turn, fosters user trust and confidence, as customers are more likely to engage with and purchase from businesses perceived as credible and authoritative.”
Sugiya Oki, who manages the reviews site We Recommend, emphasizes that AI also enhances the speed of content creation.
“It’s inevitable that AI-powered writing tools will surpass human writers in terms of speed,” Drow adds. “For businesses and content creators, this translates into significant time savings. Valuable time that was once spent on content creation can now be redirected towards other critical tasks, such as refining the quality of the AI-generated content.”
Sadique echoes this sentiment, adding, “AI content generation tools empower businesses to generate substantial volumes of content quickly and efficiently. This increase in productivity allows businesses to allocate more resources to other important aspects of their operations.”
“This has the potential to revolutionize a digital marketer’s ability to create content rapidly and effectively,” Campbell states. “Marketers will no longer be bogged down by manual research and writing for blog posts, product descriptions, website content, or other forms of marketing collateral.”
However, James De Roche, Managing Partner at Lead Comet, cautions that AI tools will also “intensify competition for short-tail keywords with high search volume.” He adds, “While this might initially raise concerns for some businesses, it will ultimately compel content marketers to target more relevant, long-tail keywords that offer greater conversion potential.”
Looking ahead, AI might even evolve to handle tasks currently performed by search engines.
“This is likely to significantly impact how companies approach digital PR and link-building strategies,” predicts Phelan Gowing-Mikellides, Business Development Manager at Digital Trails. “As a result, we can anticipate a fundamental shift in how businesses manage their online presence and the strategies they employ to connect with and engage their target audiences, including changes to their backlink profiles in 2023.”
The automation capabilities of AI could extend to tasks typically handled by PR professionals.
“Imagine AI taking over tasks such as writing and distributing press releases, managing social media accounts, or at the very least, populating digital channels with high-quality, meticulously optimized AI-generated content,” Gowing-Mikellides illustrates. “This has the potential to displace numerous PR professionals, as AI can execute these tasks with greater speed and efficiency compared to humans.”
Stay ahead of the curve with the latest 2024 content marketing trends!
4. A Message of Reassurance for Human Copywriters
Despite these advancements, human copywriters shouldn’t panic; their skills and expertise will remain invaluable.
This is partly because the quality and effectiveness of AI-generated content are directly proportional to the quality of the input it receives.
“It still requires a skilled and experienced marketer or advertiser to not only determine the right prompts to feed the AI but also to discern what’s genuinely valuable during the selection and refinement of the final output,” Martin emphasizes.
Oki concurs, adding that AI lacks the capacity for emotional understanding and, therefore, struggles to grasp search intent fully.
“There’s still a vast realm of unique creativity that remains exclusive to the human brain, at least for the time being,” asserts Dmitry Sokhach, founder of Admix Global.
This inherent human ability will be crucial in differentiating human-crafted content from what De Roche refers to as “a massive influx of generic blog content.”
He elaborates, “While AI-generated content may address the query at a surface level, it often falls short of providing the in-depth advice needed to fully satisfy search intent. Achieving that depth requires human insights and expertise.”
This ties back to the importance of first-hand experience, specialized knowledge, and author authority, topics we delve into extensively in our 2023 SEO trends analysis.
Shifting DEI Focus in 2023: What to Expect
Diversity, equity, and inclusion (DEI) have emerged as increasingly vital business initiatives in recent years. Here’s a glimpse into what experts predict will be the focal points for DEI in the coming year.
5. Prioritizing Equity and Intersectionality
In 2023, companies will intensify their efforts to cultivate more equitable workplaces, with a particular emphasis on “equity.”
Eleanor Fletcher, CEO of The Best Brisbane, explains, “Workplace equity pertains to the fundamental right to fair representation and equal opportunities for advancement, regardless of an individual’s background or experiences.”
Garit Boothe, CEO of Digital Honey, notes that this can encompass initiatives aimed at boosting the representation of underrepresented groups. Additionally, it involves implementing comprehensive training and education programs and actively promoting diversity in leadership and decision-making positions.
“We can also anticipate a greater emphasis on intersectionality, acknowledging and addressing the unique needs and experiences of diverse individuals,” Boothe adds.
This critical aspect was a key takeaway from our recent post on Best Marketing Strategies for Small Businesses in 2023.
6. Enhancing Accountability Through Quantification
As organizations establish concrete targets to track their progress, we can expect a heightened focus on accountability.
Sadique predicts increased reliance on data and analytics to drive DEI initiatives forward. This includes diligently tracking diversity and inclusion metrics and pinpointing areas for improvement. He also foresees the continued growth of employee resource groups and a more concerted effort to promote diversity within leadership ranks.
Jeff Romero, founder of Octiv Digital, concurs, adding, “This entails meticulously monitoring and analyzing diversity and representation at all organizational levels, employing competency frameworks and other strategies to mitigate bias in hiring and promotion processes, and coaching front-line managers on fostering inclusive team meetings and collaborative sessions where all perspectives are valued equally.”
Simultaneously, more companies will take proactive steps to embed DEI principles into their marketing campaigns. This includes campaigns that spotlight underrepresented groups or address specific social causes pertinent to those groups.
“We can expect this trend of enhanced representation in digital marketing campaigns to persist and gain momentum in 2023,” affirms Tomasz Niezgoda, Head of Marketing at Surfer.
The same principle applies to content creation in a broader sense.
“Marketers are increasingly recognizing the importance of crafting inclusive content that resonates with a wider range of audiences,” observes David Ellis, founder of Teranga Digital Marketing.
Can PPC and Automation Coexist?
Google’s relentless push for automation is no secret. We sought insights from experts to gauge where they see this relationship heading in terms of sentiment.
Eager to explore Google Ads trends and predictions for 2024? We’ve got you covered!
7. Anticipating More Favorable Views on Automation
In 2023, expect to witness a shift towards more positive attitudes regarding automation.
“Historically, there’s been a degree of resistance and apprehension towards automation and AI in marketing, particularly in the realm of PPC,” says Sean Nguyen, a Director at Internet Advisor. “Many feared that these technologies would eventually replace their jobs. However, the reality is that automation is designed to assist and enhance our work. While it might handle certain tasks, it ultimately allows us to focus on more intricate and strategic aspects of our roles that can’t be automated.”
Shee echoes this sentiment, noting that automation can be particularly valuable for tasks like keyword research, ad testing, and analytics tracking.
This rings especially true when it comes to Google Ads.
8. Aiming for Enhanced Efficiency in Google Ads
In light of this, we can anticipate continued growth in Google Ads automation as advertisers seek to optimize their campaigns and connect with their target audiences more effectively. This automation technology encompasses bid optimization as well as ad creation and testing.
Boothe emphasizes that this translates into improved efficiency and overall effectiveness.
This trend has been particularly pronounced since the introduction of Google Ads’ Performance Max campaigns in 2021.
“Performance Max campaigns are designed to intelligently learn and identify a user’s position in the purchase journey,” Martin explains. “They then display the most relevant ad at the optimal time, across the most appropriate Google channel, to effectively guide the prospect further along the customer journey. Additionally, Performance Max provides invaluable feedback on what’s working and suggests new inputs to test, often unveiling opportunities we hadn’t even considered.”
As marketers become more accustomed to the advantages of automation, they are likely to rely on it more extensively to manage their Google Ads campaigns. However, Sadique sounds a note of caution, highlighting that automation does have limitations, including the potential for errors and biases. For a deeper dive, explore our comprehensive guide on Performance Max Dos, Don’ts, Watchouts, and Workarounds.
“To strike a balance, businesses might opt for hybrid approaches that strategically combine automation with manual management, leveraging the strengths of both,” Sadique suggests.
Discover more about implementing a hybrid automation approach in Google Ads.
Gen Z’s Impact on Brand Strategies
As Gen Z’s influence continues to grow, marketers are adapting their strategies to effectively engage this important demographic. Here’s how:
9. Embracing Authenticity, Transparency, and Accessibility
First and foremost, prioritize authenticity and transparency.
“To resonate with Gen Z, brands need to ensure that their marketing efforts are perceived as genuine and transparent,” Sadique advises.
Fletcher agrees, adding, “Gen Z gravitates towards marketing that feels authentic and trustworthy. They place a high value on word-of-mouth recommendations from friends and influencers, as well as social proof.”
This entails incorporating user-generated content featuring individuals who resemble their target audience and being upfront about their environmental impact, commitment to diversity, and core values.
“Gen Z is more diverse and socially conscious compared to previous generations, so brands need to prioritize diversity and inclusion in their marketing efforts to appeal to this group,” Sadique emphasizes.
From our post on effective marketing strategies for Gen Z.
Campbell concurs and adds that accessibility is equally crucial.
“Through compelling storytelling and cause marketing, brands can develop narratives that align with Gen Z’s values and beliefs, forging emotional connections with their target audience,” Campbell elaborates.
10. Creating Immersive Experiences
Experiential marketing and immersive experiences are highly valued by Gen Z, making them essential for engaging this cohort. Omnichannel marketing also plays a significant role.
“One of the biggest challenges for brands seeking to engage with Gen Z is understanding the diverse platforms and digital tools this generation uses,” Campbell points out. “Many Gen Zers have grown up surrounded by technology and are highly active on social media and digital networks. To effectively capture their attention, brands must establish a strong presence and maintain active engagement on the platforms where their target audience spends their time.”
Facebook and Instagram Shops provide immersive experiences tailored for Gen Z on social media.
Navigating Data Privacy in 2023
Along with automation, data privacy is another relentless force reshaping the marketing landscape year after year. Let’s explore the directions these changes are taking.
11. Emphasizing Transparent Data Practices
The rise of privacy-conscious reporting necessitates that marketers embrace a more transparent approach to data handling. As Alex Mastin, CEO of Home Grounds, emphasizes, “Finding the right balance between personalization and privacy is paramount.”
To achieve this, marketers must clearly and concisely communicate their data privacy practices to both clients and stakeholders. Transparency regarding the data they collect and its specific use is non-negotiable.
Implementing consent management systems and providing clear opt-out mechanisms are essential.
12. Embracing Privacy-Focused Tracking Technologies
“Moreover, marketers should invest in robust security tools that enable them to measure performance effectively while safeguarding customer data from misuse or attacks by malicious third parties,” Niezgoda adds.
Sadique points out that marketers can adopt privacy-friendly tracking methods, such as using anonymized identifiers or aggregated data, to track and report on key metrics without relying on the collection of personally identifiable information.
Google’s Topics API, the Facebook Conversions API, Facebook’s Aggregated Event Measurement, and Google Ads’ Enhanced Conversions are all prime examples of privacy-enhancing technology solutions that marketers can embrace in 2023.
Boothe agrees, suggesting that this might also involve collaborating with third-party organizations specializing in privacy-compliant data management.
“Marketers need to be proactive in identifying and implementing solutions that strike a balance between data utilization and the paramount importance of protecting consumer privacy,” Boothe concludes.
Will Supply Chain Issues Ease in 2023?
Inflation and supply chain disruptions were the primary drivers behind the increase in Google Ads cost per lead in 2022. Let’s delve into expert predictions regarding the supply chain outlook.
13. The Rise of Supply Chain Automation
To mitigate the impact of supply chain shortages that disrupted the holiday season, businesses can explore diversification of their sourcing strategies. This includes forging stronger relationships with local suppliers and strengthening existing vendor partnerships.
Implementing multi-modal transportation methods and investing in analytics to enhance supply chain visibility can enable businesses to anticipate and manage risks more effectively.
“Supply chain automation technology can play a pivotal role in expediting the movement of goods, minimizing delays, and boosting overall efficiency,” Campbell explains. “Automation technologies like robotics, machine learning, big data analytics, and artificial intelligence empower businesses to identify and respond to supply chain disruptions proactively.”
14. Prioritizing Prevention and Contingency Planning
Building up safety stock, implementing robust contingency plans, and seeking opportunities to streamline operations for cost reduction can help alleviate bottlenecks in the supply chain.
“Some businesses might also be contemplating operational shifts, such as relocating production facilities or adopting new technologies, to reduce their reliance on specific suppliers or markets,” Boothe adds.
Inventory optimization, which focuses on identifying potential shortage points in advance, is another valuable tactic.
“Furthermore, businesses may explore the establishment of more comprehensive safety nets, including insurance policies and emergency funds, to cushion the impact of unexpected economic fluctuations,” Shee suggests.
Keeping a Watchful Eye on Marketing Trends in 2023
This comprehensive analysis has covered a wide array of trends, patterns, and expert insights, spanning from the rise of AI-generated content to the imperative for supply chain automation. Here’s a consolidated list summarizing the top digital marketing trends and predictions for 2023:
- Social media platforms will either emulate or collaborate with TikTok.
- Some platforms will seek differentiation strategies.
- AI content will offer numerous advantages.
- Human copywriters will remain indispensable.
- DEI efforts will prioritize equity and intersectionality.
- Metrics and KPIs will be crucial for DEI accountability.
- Attitudes towards automation will become more positive.
- Google Ads will see a surge in efficiency but proceed with caution.
- Catering to Gen Z’s preference for authenticity, transparency, and accessibility is key.
- Immersive experiences will dominate social media.
- Data practices will place a premium on transparency.
- Privacy-friendly tracking technologies will see widespread adoption.
- Automation technology will remain essential for supply chain management.
- Building robust prevention and contingency plans for supply chain disruptions is critical.
Interested in exploring digital marketing trends from previous years? We’ve got you covered!
- 2021 Digital Marketing Trends
- 2022 Digital Marketing Trends
- 2023 Digital Marketing Trends