New year means new marketing tactics! This is especially true for digital marketing as the digital landscape continuously evolves. So what sort of trends should businesses be prepared for in the upcoming year? Here are some digital marketing trends we predict for you should consider to add for your 2023 marketing strategy.
The rise of Short Video-Based Content
It is no secret that video-based content has dominated the marketing sphere, with 87% of businesses using videos as their desired content format over static images. But now, short-form content is rapidly rising with many people watching videos less than one minute long. TikTok showcases this further, with it being the fastest-growing social media platform to date.
In addition, social media platforms have started to implement more management tools that promote short videos like reels. So there is no doubt that this format will only continue to grow. Thus for your 2023 digital marketing plan, consider incorporating more short video-based that grabs their attention within the first 3 seconds.
Social Media is the new Google
For decades Google has been globally known as the go-to online search engine. However, with the rise in the popularity of social media, more people are turning their heads to platforms such as Youtube, Instagram and TikTok over traditional search engines such as Google and Bing. In fact, 40% of Gen-Z prefers searching on TikTok or Instagram over Google. In addition, Youtube is the second most popular search engine with many using it to develop new skills. Thus businesses should consider how to best optimise their social media to increase reach and website traffic.
Chatbots becoming more mainstream
There is a growing popularity for automated chatbots with the past two years seeing many companies becoming more focused on implementing them than ever before. Global Markets Insights has estimated that the overall market size for chatbots will be over 1.3 billion by 2024. Thus, there is a significant chance that the chatbot industry will become a driving force for business communications.
Businesses can take advantage of this by creating a personalised experience for clients and customers. A great example is Bank of America and their AI-generated chatbots. Their chatbots are capable of handling any customer query, with predictive analytics that guides them through complex banking procedures. Furthermore, chatbots help with sales conversion and increase customer satisfaction.
Rise of Niche forums and Communities
There is a new rise in niche forums and smaller internet-based communities. Thus, several businesses have already started to tap into these communities as a way to boost brand awareness and customer reach. An example of this is Duolingo garnering 4.8 million followers on TikTok by tapping into niche trends and communities. Through using this tactic, Duolingo was able to increase brand awareness and instil customer loyalty.
Influencer Marketing will continue to Rise
Whether you're a small business or big corporation, everyone understands the power of influencer marketing. With this industry growing over the past decade with an 800% increase since 2016 alone. This number continues to rise with influencer marketing to be projected to grow 23.4% in 2023.
This popularity in the marketing sphere stems as many consumers view influencers with a level of credibility. Study by the Digital Marketing Institute found that 49% of consumers are dependent on influencers’ opinions prior to making a purchase, so you can see its strong demand. TikTok marketing is currently dominating the influencer marketing sphere by 45% in 2022 and estimated to grow by 4% in 2023. With the nature of virality, businesses can use TikTok influencers to their advantage as it amplify brand awareness and storytelling and authentic content to reach new consumers.
Businesses should implement more short-based video content due to its ability to be highly interactive and versatile. AI-generated chatbots are on the rise with many using this tool to generate further sales and increase customer satisfaction. There is a rise in people using social media as a form of search engine thus businesses’ should consider how to best optimise their social media management to increase traffic. Consider tapping into niche communities to further cement brand awareness. Lastly, influencer marketing is still set to dominate digital marketing with many using TikTok to implement this tactic.
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