Digital marketing is constantly evolving, since it has to adapt to changes in consumers. Taking this into account, any company that wants to reach the target audience and stand out must be very well aware of the trends in digital marketing for 2023. For this, the changes that the technologies have undergone, the algorithm updates and the fashions and interests of the audience must be taken into account.
New trends in digital marketing for 2023
Digital marketing trends for 2023 require brands to update if they want to effectively reach their target audience and stand out from the competition. These are the trends:
Increased importance of brand values
Brand value becomes essential to boost the growth of the company, since it is the additional value that a product or service obtains for being of a certain brand. That is, it is what makes the company influential and respectable and, therefore, increases the value of what it offers. All this leads to the customer having greater confidence in the purchase decision, in addition to the brand being better known among the target audience.
To all of the above, we must add that the higher the brand value, the easier it is to attract investors and generate trust in them, as well as being more reliable among suppliers.
In marketing strategies, brand value is very important, but its importance will continue to grow. This is because it not only understands the image that the consumer has of it, but it is what creates an advantage over competitors.
Align the sales and marketing team towards the same goals
When there is communication and cooperation between sales and marketing teams, results can be maximized, since there is greater control of the entire purchase process, from the beginning to the end. This implies managing each purchase opportunity in a much more efficient way, in addition to moving both teams towards the same goal, which leads to better results.
This need to unite the sales and marketing teams is not something new, but it is now that it is being given the value that it deserves and that it is trying to get the most out of this union due to the changes in behavior of the consumers. So, the more aligned the sales and marketing team are, the more capable the brand is of achieving a goal and responding to the needs of consumers.
Improved customer loyalty
Customer loyalty consists of carrying out marketing and sales strategies with the aim that customers continue to trust the brand after purchasing a product or service from it. In other words, what is pursued is that they become a regular customer and buy again.
If one of the trends in digital marketing for 2023 is to improve customer loyalty, it is because brands have detected that it reduces marketing spending, since building customer loyalty has a much lower cost than attracting customers from scratch . It also improves customer lifetime value, which increases the average value of each purchase and the frequency of purchases; and makes the brand have a more stable income.
It has also been detected that loyal customers are so satisfied with the brand that they do not need to go to the competition, which improves the company’s position within the market and within the sector to which it belongs.
To all this we must add that when stable relationships are established with customers, more and more information about them is available. This allows them to know what they need in a much simpler way and launch much more personalized campaigns, which are more effective.
For all these reasons, brands will focus a large part of their efforts on customer loyalty.
More use of Big Data and data collection by companies
One of the things that is expected of brands in 2023 is that they be much more proactive in the task of collecting data. These can be achieved through forms, registrations on the website, sweepstakes on social networks… Since even the most basic data can provide information about customers and target customers.
However, what is being pursued is to make use of Big Data so as not to stay with that most basic information and to have a much larger database, which would be impossible to process using traditional methods. This is because the more information you have about your target customer, or even the customer itself, the more data your sales and marketing teams will have to capture their attention and deliver what they want and need at the right time and in the right way. More appropriate.
Increased concern for user privacy
Consumers are increasingly concerned about how a business can use their personal data. In fact, many users demand greater transparency and need to trust the brand before deciding to buy a product or service or to take any action that involves giving personal data.
All this leads to brands being more committed to guaranteeing the security of personal data, complying with privacy regulations, avoiding leaks and giving detailed information to the user about the use that will be given to the data provided. Option settings are also important and appreciated.
Companies know that there is this concern for the privacy of users and their personal data, which is why they are committed to offering that transparency to earn their trust.
The rise of account-based marketing
Another of the trends in digital marketing for 2023 is to give greater importance to account-based marketing. This is because what is sought is to design strategies focused on a specific type of client and where content marketing, technology and commercial action are combined.
This type of strategy is very common in companies that have few potential customers and where the goal is not to reach a large number of people, but only those who could become a customer. The ABM, for companies of this type, is much more effective than traditional marketing, since it allows to be much more specific.
It is also a very useful strategy for companies with high-value customers, as it keeps customer management costs low compared to their value. In addition, the results are greater in the short term, since it makes it possible to identify and reach the potential client in a much more efficient way.
TikTok consolidation
TikTok has become one of the most fashionable social networks. Although many brands have implemented it in their digital marketing strategies due to its popularity, as well as with the idea of reaching especially young audiences, its more than 1 billion users means that it has been put in the spotlight of many others. companies, but it is now expected that throughout 2023 the number of users will increase even more. Also check Descargar videos de Facebook
TikTok is a social network that allows, through short videos, to promote products and services of any kind and make them reach the audience immediately. In addition, it offers a wide variety of resources to do so, which makes it possible for a brand to create content that fits itself and what the target audience expects.
Greater automation of marketing processes
The automation of marketing processes consists of using technology or tools that allow actions and processes to be automated in order to reduce manual work, which, in addition to taking up more time and resources, is more sensitive to error. This saves time and resources within the marketing teams, who can focus on other actions to improve both their performance and results with customers.
Currently there are resources that allow you to automate practically any type of campaign. In fact, there are already many companies that have implemented this automation in email marketing, although during 2023 it is intended to go further.
New Google Analytics 4
The Google Analytics 4 or GA4 is a new and improved version of the well-known Universal Analytics or UA. Google announced that it would arrive in 2023 and that it allows the collection of data from websites and applications to better understand the customer journey. Also, and to be much more efficient, it stores information based on events and not on sessions.
The GA4 can link to Google Merchant Center, Google Optimize, and BigQuery, as well as store custom reports. It is undoubtedly a very good tool to detect anomalies, have predictive analysis and attribution models, among other things.
Companies that already use Universal Analytics are expected to switch to Google Analytics 4 as soon as possible, since information can also be migrated from one tool to another without the risk of losing data along the way.
More intelligent and automated bidding in digital advertising
Many analysis actions and adjustments in digital advertising are done manually, something that will change in 2023, when the aim is to automate and create intelligent bids based on the results obtained. This tedious and even exhausting work can be made much easier if Google is allowed to use machine learning to analyze the data obtained and adjust bids in real time based on it. In this way, digital advertising will be adjusted to the results obtained, although the specialists will be the ones who have total control over it and the last word, being able to make the changes or adjustments they consider.
In other words, and in short, the aim is to achieve more intelligent and automated bids to make the task easier for marketing teams, since data analysis will be much faster and easier.
Constant updates from Google and more artificial intelligence in SEO
And another of the trends in digital marketing for 2023 is to make constant updates from Google and introduce more artificial intelligence in SEO.
If there is something that gives many headaches to companies and, in particular, to the marketing team, it is the changing Google algorithm. Google updates are changes in the functioning of its algorithm, which can benefit or harm the SEO practices that have been followed as a brand.
By 2023 these Google updates will be constant, but they may stop being a problem if more artificial intelligence is used in SEO, capable of learning automatically based on the results obtained. This means that the positioning could be improved, in addition to the fact that it will be much easier to understand and apply.
These are the trends in digital marketing for 2023, which are generally based on improving the user experience and reducing, as much as possible, the costs and resources used in some actions that can be automated.