Digital marketing is a fast-moving beast - algorithmic changes, new platforms, trends and technologies mean you always have to be looking forward. As approach 2023, what better time to look at the biggest trends in digital marketing?
Personalisation is nothing new in the world of digital marketing, but it’s certainly not going away any time soon. Personalisation involves tailoring content and advertising to the specific needs and interests of individual consumers, based on the data they make available through social media profiles, internet search history and more. This can allow businesses to access demographic data, purchase history and much more. Simple tactics such as names in email subject lines can quickly increase open rates and increase sales for ecomm businesses.
2. Omni-channel Marketing
In days gone by, single channel marketing strategies were more common. Great campaign results could be obtained through a single Facebook remarketing campaign, or a single SEO strategy, but those days are quickly dwindling. Omni-channel marketing involves using a variety of channels to reach consumers, such as social media, email, and mobile apps. It is important for businesses to have a presence on multiple channels in order to reach the widest possible audience.
3. Artificial Intelligence
AI can be used for a variety of purposes, such as personalizing content, targetting advertising, and analyzing customer data. AI is still in its early stages, but it has the potential to revolutionise the field of digital marketing. Whether it’s written content for A/B testing, or even the creation of original images and videos, AI is making content easier and faster to generate at incredibly low costs. Definitely watch this space.
4. Augmented Reality
Not to be confused with Virtual Reality, Augmented Reality (AR) allows users to view digital content in the real world by superimposing it over their view of the physical world. A classic example of this is a selfie filter on Instagram or Snapchat. AR is being used in a variety of ways, such as providing directions, displaying product information, and enhancing gaming experiences. Much like AI, as complex video content becomes cheaper and cheaper to produce, AR will provide smaller businesses with great opportunities to creat fun, engaging and imaginative campaigns on social media and beyond.
5. The Creator Economy
Remember influencers? Same thing, kinda. Creators is the term given to ‘influencers’ on TikTok. As the social platform continues to roll out more paid advertising support in Australia, the creator economy will have more influence. Businesses will need to partner with creators that match their brand and message, to put their offering in front of new, and younger audiences, looking for genuine connections online.
6. Blockchain Technology
Blockchain is a type of distributed ledger technology that can be used to record transactions securely and transparently. This creates a number of unique marketing opportunities, such as the secure creation, distribution and ownership of digital assets, also known as NFTs (non-fungible tokens). What does this mean? Essentially any person or brand can create a digital version of their assets or offerings (such as digital land or digital art) and sell them. Blockchain has the potential to disrupt just about every single industry, including digital marketing in exciting ways. Watch this space.