It’s no secret that digital marketing trends are always evolving thanks to advancements and technologies from the industry. That’s why we, as marketers, must ensure that we are always up-to-date with the latest changes. Because otherwise, how else can we stay on top of our competitors?
Gen Z is officially taking over the digital marketing world, so it’s time we get on board! Not only do we need to keep up with their world, but we also need to embrace the platforms and trends that they’re into. So here are our top trends in digital marketing for 2023!
- Marketing Automation and The Use of Artificial Intelligence
Automating our marketing processes is still a relatively new concept in today’s world. Still, it’s the latest hot topic in the digital sphere. There was a lot of fuss when artificial intelligence started getting involved in the creation of content and design.
For instance, everyone went crazy when ChatGPT was released simply because it’s capable of creating a text in just a few seconds. From creating poems to writing scripts and even full-on blog articles. ChatGPT is a fantastic tool because it gives us the ability to easily automate the content creation process. But we wouldn’t recommend you fire the content creation team just yet because it’s still in the early stages of development. And sadly, it still sounds like a robot. But it is, however, a great help for your team to accelerate the process.
And that’s not all! Companies, big and small, implement automation and artificial intelligence into their modus operandi. Take Amazon for a change. The eCommerce giant uses AI-powered recommendation systems that analyze customers’ purchase habits and history to then develop a digital marketing strategy that will pull them in. Not only does it increase sales for Amazon - but it also builds customer trust and loyalty. It feels different (and scary as a consumer) when you see an advertisement that is tailored to your own needs and that you know is only for yourself!
Ok, that’s artificial intelligence - but let’s not knock out of the picture the automation part. Amazon doesn’t - that’s for sure! Why do we say that? Well, Amazon employs automation in its e-mail marketing strategy. They send e-mails to customers to recommend some products that might pique their interest - or newsletters regarding the best deals on Amazon!
- SEO
Since we’re already talking about content creation, we are sadly saying goodbye to SEO keyword stuffing. What once was a common practice in the SEO field is now long gone - as Google and other search engines are getting smarter and have updated their algorithms to verify if your article fits the bill and it’s not spammy.
However, articles written by AI-powered tools such as ChatGPT and CopyAI are not yet penalized by Google. Why? Because they haven’t yet found an algorithm that will be able to see if an article was written by AI or not. You should know that even ChatGPT’s AI-classifier tool, which lets you see if an article was written with the GPT, is faulty to a point. For example, some paragraphs from “Don Quixote” are classified as AI - and let’s be honest - they’re not.
It’s a tricky situation - and digital marketers should stay on top of this. If you’re using AI for your content creation and SEO efforts - be on the lookout for any changes to the Google algorithm. We assure you, that you don’t want to lose your page rank or have your content flagged as spam. The better idea here is to stick to human-made content - even though it’s more expensive, money-wise and time-wise.
- A Shift Towards Social Impact Strategies
Gen Z is all about social activism, and brands finally realize they can’t ignore it any longer. Brands are now starting to introduce their values in front of the public eye, making them appealing to the new generation. It’s a win-win situation! Not only do they get to show off their values, but they also have the opportunity to connect with the socially-conscious Gen Z public.
Take a page out of Patagonia’s book for this one. The “Worn Wear” campaign and program by the clothing brand encourages customers to repair and reuse their Patagonia clothing instead of buying new items from the brand, therefore reducing waste and extending the life spans of the products. Pretty smart - if you ask us. And Patagonia is amazing with Gen Z! Why? Because they care and because it aligns with the values that make Gen Z what it is.
Everything from social media content to graphics to landing pages should align with your values to promote your social impact strategies. And remember! It’s important not to lie to your customer. They will always find out!
- TikTok – Your Go-To Platform in 2023
One thing is certain – everyone is using TikTok! And if they’re not using TikTok, you can bet that they will still see TikTok videos popping up on other platforms. TikTok is the place if you want to go viral, doing nothing but jumping on the bandwagon and adding a touch of humor. And everyone can do that!
Our attention span is shorter than ever – there’s no denying that. So, it’s no surprise that we’re constantly looking for quick and easy means of getting our information. That’s why TikTok is becoming the latest generation’s primary information source. So, when you’re thinking about writing an article to boost your SEO, try turning that article into a short TikTok video. You never know when it could go viral.
And look - every company is on TikTok! It’s the go-to platform to get viral quickly and without a lot of effort put into it. Just look at what Duolingo’s doing with their TikTok strategy - it’s almost nothing like what you’d expect from the brand. If you want to be subversive and experimental - the place to do it it’s on TikTok.
- Influencer Marketing
Want to get the word out about your brand? Using influencers is the easiest and most effective way to do it! It’s like word of mouth but on a larger scale. Plus, it’s much easier than promoting your campaigns on social media because influencers already have a built-in fan base that trusts their recommendations. They can be pricey, but it’s worth it!
But what you need to understand is that not every influencer might work for your brand! Make sure you do your research right, and you do not affiliate with people who might be harmful to your brand - no matter how many followers they have on social media. Some combinations of people and brands simply do not work.
Remember that Pepsi - Kendall Jenner collaboration? It’s not only that the ad itself was dreadful, but the discrepancy between the brand and the influencer was so on the nose that I found it difficult to see how they thought it was going to work. I guess, for some, only numbers matter - and see, it’s a toxic point of view that will bring backlash to your digital marketing efforts.
These marketing trends will change your strategy for the better in no time! Embrace the future of digital marketing!
