Any businesses selling goods or services in the 21st century must have a structured digital marketing strategy if they want to be successful.
Digital platforms present a wealth of opportunities, offering firms unlimited access to a vast audience if they get their messages on point.
Keeping on top of the latest developments in digital marketing is no easy task, with exciting innovations continuing to transform how businesses promote themselves.
With that in mind, we look at some of the trends to keep an eye on in 2023, starting with a sector where big changes could be afoot.
Social media revolution is on the way
Facebook, Twitter and Instagram had largely cornered the market in social media marketing before TikTok arrived on the scene to shake things up.
Elon Musk’s takeover of Twitter looks set to cause further disruption, potentially sparking a shift towards what experts have a dubbed as a ‘decentralisation of social networks’.
New platforms such as Mastodon have already made great strides, while BlueSky is an enticing proposition for anyone not overly enamoured with the Musk-led Twitter.
Led by ex-Twitter boss Jack Dorsey, the platform will give marketers greater control of their content and provide users with more autonomy over their interactions.
Video marketing boom to continue apace
Numerous studies have shown that video is a more effective marketing tool than written content and images – a factor that will keep powering TikTok’s growth.
Short-form videos deliver much better results than other types of content, helping to deliver enhanced levels of brand recall among consumers.
Shoppable videos are also expected to make their mark in 2023, with all of the main social platforms now facilitating this type of innovative marketing content.
These videos have the potential to increase sales conversions and improve engagement, thus making them a dream concept from a digital marketing perspective.
Personalisation to become ‘king’ in marketing
As extensively covered by SportsHabit and other digital marketing agencies in the last few years, data analysis has allowed businesses to take a more personalised approach to digital marketing. We anticipate this methodology will ramp up even further this year.
Many organisations still make the mistake of ‘over-selling’ to consumers rather than tailoring their marketing activities to what their audience actually wants.
Building and maintaining trust is no easy task in a space where airtime can be difficult to come by, which makes personalisation a vital tactic for marketers at all levels.
The business that use data more efficiently and engage more personally with consumers are the ones that will rise to the top during 2023 and beyond.
GPT-4 to streamline digital marketing processes
Artificial intelligence (AI) technology already shapes numerous elements of marketing activities, but things are on course to take a massive leap forward over the coming months.
Generative Pre-trained Transformer 4 (GPT-4) is a ground-breaking tool which will help marketers automate many of the mundane processes they undertake each day.
It is a text generation deep learning model that uses data from the internet to answer questions, summarise text, generate code and several other important tasks.
GPT-4 will reportedly be the driving force behind Microsoft’s revamped web browser and search engine, highlighting how influential the technology will likely become.
