Michael Eslamboli is the founder and CEO of Topco Marketing, an agency specializing in digital marketing for healthcare, finance and real estate .
The field of digital marketing is evolving rapidly with constant updates in search algorithms, changing consumers and consumers. Technological development. Here are five trends we may see in the industry in 2023. These trends could help shape the future of digital marketing, from the continued growth of artificial intelligence and automation to the growing role of social media influencers.
1. Marketers will use AI and automation in more innovative ways
Artificial intelligence and automation are already having a huge impact on the world of digital marketing. They help us save time and resources with tools like chatbots and automated email campaigns. And they help us improve targeting and personalization. Machine learning algorithms may analyze customer data to help us understand our audience's interests, behaviors and preferences, and we may use this information to offer more relevant and personalized experiences.
As AI and automation become more sophisticated and widespread, I think we can expect to see more innovative and sophisticated applications of these technologies in digital marketing. In a market where attention is highly valued, I think we'll see marketers move away from existing ad metrics to AI tools that measure ad attention and use automation to improve campaign performance based on attention metrics.
2. We will see the rise of contextual advertising and direct data collection
With growing data privacy concerns and the imminent demise of third-party cookies, more marketers will start thinking about ways to change their strategy this year.
I think many will switch from targeted ads to contextual ads. Instead of relying on cookies to serve ads based on a user's browsing history and demographics, contextual advertising uses the context of the web page or app on which the ad is viewed to determine its relevance to the audience, such as viewing an ad. Travel agents on travel blogs are not specific people who have shown interest in travel in the past. This approach can effectively reach the right audience without the need for cookies or personal data.
We will likely see more marketers focus on building personal relationships with customers. This can be done through e-marketing, social media or other means that allow direct contact with customers and the collection of information with their consent. By earning their trust and providing value to our customers, we can earn their loyalty and connect with them in a more personal and meaningful way.
3. More marketers will use visual search and AR/VR technology
Visual search, augmented reality and virtual reality are relatively new technologies. As they become more advanced and popular, I expect more marketers to use them to acquire and convert customers.
Visual search allows users to search for products using images text. This is especially useful for products that are difficult to describe in words or for users who are new to the product. For example, users can take pictures of furniture to find online. To ensure that customers are properly directed to their products on their website, we recommend that brands include high-quality images of their products from various angles, provide descriptive information in the image text attribute, and use metadata to link these images to them. . brand. The latter is especially important when images found on the Internet are used for research.
AR and VR allow users to experience products in an immersive and interactive way. I think more brands will start using AR so that shoppers can see products from the likes of Wayfair and Ikea in their homes or on their bodies, like Target did with its AR Studio to try on makeup.
4. More brands will use influencers and content to build relationships
Influencers and social media content are an integral part of many digital marketing campaigns. In 2023 I expect that more and more brands will want to build long-term partnerships with influencers and create content that aligns with their business goals, values and audience.
In today's content-driven environment, brands can differentiate themselves by creating original and memorable content. Original and Content from other sources can help keep costs down by showing customers that you're connected to the wider community.
5. Marketers will move to an integrated marketing strategy
In the past, many marketers saw digital marketing as a collection of separate tactics and channels, such as email marketing, social media marketing, and paid advertising. However, with the proliferation of channels and devices and the growing importance of personalization and customer experience, I believe we will see more marketers adopt integrated marketing strategies.
This strategy should consider the different ways customers interact with brands, as well as the most appropriate tactics and channels that can be used to reach and engage customers. Make sure you invest in the right technology and infrastructure to ensure a smooth and consistent touchpoint experience. These can be marketing automation platforms, customer relationship management systems and data analytics tools.
Challenges and opportunities for brands
From the continued growth of artificial intelligence and automation to the emergence of visual search and AR/VR technologies and the creation of memorable customer experiences, these trends will present both challenges and opportunities for marketers.
Staying current and adapting is essential to succeed in this rapidly changing environment. This means staying abreast of industry developments and trends, experimenting with new technologies and strategies, and being open to change. At the same time, it's important to stay focused on your brand's goals and core values. This way, you can differentiate your brand from your competitors and build genuine and more loyal relationships with your customers.
Forbes Agency Council is a closed community of successful leaders of PR, media strategy, creative and advertising agencies. Am I eligible?
