Krista Neher is the CEO of Bootcamp Digital , the best-selling 6X author, international speaker, and recognized leader in digital marketing.
Many companies are already preparing digital marketing plans for 2023 and beyond. Modern companies are looking for the latest trends to incorporate and increase their results and impact. Here are some of the biggest trends affecting digital marketing that will help you increase your success.
1. Metaverse
MetaVass is one of the most discussed trends in digital marketing. Metaverse is a general term that describes a variety of immersive virtual experiences that occur online, often with others. Starbucks, Nike, and countless other major brands have announced their experiences in the Metaverse. While there is a lot of excitement around the Metaverse, most companies still don't have practical use cases (or ROI).
What can you do now? Start by trying Metavas and immerse yourself in it. Find new opportunities for your company to participate in and follow others in your field. Metaverse is still beta for most companies, so don't worry just yet.
2. Artificial intelligence
Artificial intelligence drives all marketing. One of the quieter trends in digital marketing in recent years is the permeation of artificial intelligence into almost every digital marketing channel. Algorithms decide what social media posts you interact with, what search results you see, and even which ads you see. AI makes marketing smarter by connecting consumers with the right products and messages.
What can you do now? Watch how AI is changing fundamental aspects of your digital marketing channels. Understand how algorithms affect your results and optimize your content strategy to take advantage of them.
3. Customer experience
Most digital marketing and AI algorithms improve on the same thing: creating a better user experience, because that's what's most important. For example, this year's SEO updates focus on delivering the most relevant content to users. Beat the algorithm and delight your customers by focusing more on their experiences.
What can you do now? Prove the future of your digital marketing by focusing on the customer and enhancing the customer experience. All algorithms are based on improving user experience, protecting you from future algorithm updates.
4. Short videos
TikTok and Instagram Reels are taking over social media and consumer attention. There is no doubt that this format will continue to grow. For businesses to remain relevant, they must be visible on the channels and formats their customers are in. The good news is that short video formats are making their way into social media management tools and planners, making it easier for companies to plan and publish in the coming year.
What can you do now? If you haven't been active in these formats yourself, now is the time. Start watching Reels and TikTok to understand the format, content, and appeal. Then start publishing and testing short video content for your business. Challenge and learn your way to success on these powerful platforms that get a lot of time and attention.
5. Simple and clear messages
With the amount of control and attention over short videos ever shrinking, businesses are facing more challenges than ever before. Companies need to be able to communicate in short, simple sentences to get noticed on mobile devices.
What can you do now? Spend more time creating simpler, shorter messages. Take your marketing and brand priorities and turn them into short sentences or quick ideas. Challenge yourself to record popular short video formats and shorten your posts.
6. Influencers
Fashion influencers. As the advertising landscape continues to expand, companies must find new ways to reach their target audience. Increasingly, companies can find opportunities to cut through the noise with organic-sounding content through influencers. Influencer marketing has been growing for years, and this trend will only continue as influencers build bigger and bigger audiences for marketers to target.
What can you do now? Look for opportunities to incorporate influencers into your marketing plan in the coming year. Research how your competitors or other industries are using influencers to drive results.
7. Labor protection
Employee advocacy is getting your team or employees to speak up and participate on behalf of the company. More and more companies are realizing the power of their employees. Employee profiles and resources are often more effective in reaching more people the right way than company accounts and resources. Harnessing this power is an untapped opportunity, especially in business-to-business (B2B) marketing.
What can you do now? Determine how employees can contribute to your marketing efforts and create a plan to engage them. An engagement plan typically includes training, tools, and resources to motivate and engage employees to speak on behalf of the company.
8. Linkedin as a B2B engine
LinkedIn has been around for many years, but recently it has seen record growth and engagement. It should account for 25% of B2B advertising within two years. There is an increasing opportunity for companies to use the platform to grow. However, very few companies use this. I think LinkedIn will continue to grow and the opportunity will continue to grow. Enter early to win the odds.
What can you do now? Incorporate LinkedIn strategically into your plans. Promote your content. Grow your audience and explore new features and opportunities to accelerate your success.
9. Focus on the essentials
While it can be easy to get distracted by the Metaverse, Web 3.0, NFTs, and AI, the reality of digital marketing is that digital marketing fundamentals are still the bottom line for most businesses. Fundamentals like your website, SEO, email, social media, digital advertising, community management, and reputation management all contribute disproportionately to your bottom line.
What can you do now? Gain a competitive edge by increasing your score in these key areas. Plan to quickly improve your current efforts and get better results.
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