Almost every day, a vast amount of digital marketing content is uploaded online. As content creators develop new ways to break the content clutter, digital marketing trends are evolving faster than we can imagine.
A stellar digital marketing strategy includes audiovisuals, photos, and content that adds value. On top of that, marketers choose trending channels to deliver the created content. A combination of new and popular digital marketing trends will dominate the marketing arena in 2023.
In 2023, an engaging and unique user experience will be a differentiating factor. An enriched user experience has one direct, measurable impact on websites – longer session duration. A longer session duration, in turn, impacts three factors of direct and indirect profitability: a higher conversion rate, an improvement in search engine ranking, and increased ad revenue.
Web content has evolved to a great degree to enable brands to outperform competitors. Marketing content should strategically utilize relevant HD photos, creative videos, and original research to make the content rich and retain user attention.
High-definition photos relevant to the text or added as stills in a video can make the content more engaging. But investing in a camera and a graphic designer can rack up the cost of adding photos to the content. When your marketing strategy is to push out more and more quality content, the costs can multiply for each photo you plan to add.
A great option is to choose royalty-free stock photos that don’t mess with the search engine ranking and engage the user. And since content atomization is a 2023 trend, these photos can help chunk the content into smaller pieces.
Social media has allowed brands to communicate with users. When the brand involves users in its marketing strategy, it develops a connection and humanizes the brand. It even increases top-of-the-mind recall for the brand, multiplying its conversion rates.
Using user-generated content for marketing is a popular trend this year. The following ideas can help make use of this digital marketing trend:
Short videos are the future of video content. 59% of Gen Z-ers say they prefer watching short videos so they can view more content in a shorter duration.
But engaging the users in a short time is a challenge that marketers must live up to. Using high-quality videos or photo stills alongside original content can help users derive value from these videos.
In a single minute, 2,500 videos are uploaded to YouTube. The average length of the videos is 4.4 minutes. This statistic shows how the creator economy is flourishing. People also listen to these creators because they are influencers in their domain.
Involving content creators in marketing is a trend that has continued for the past few years. It doesn’t matter if the creator has a small fan base. As long as they have content relevant to the brand and speaks to the target audience, they are a good fit for the brand.
A paint brand could choose a content creator who uploads home improvement videos on YouTube and has a small follower base who trusts their suggestions. Compared to this, if the brand invests in a celebrity, there won’t be any relevancy, nor would the endorsement generate loyal customers.
As customers become more discerning, they are drawn to content that provides them with information they were unaware of. So, using salesy language to get profits won’t make the cut. Brands should be actively focused on giving value to the user through their content, not just the product or service.
Some ways that brands can invest in informative content strategies are:
In this era, when the competition is increasing, brands need to assess the effectiveness of their strategies. Digital marketing tools that deliver insights for websites, apps, email, and social media can help assess which type of content works to drive sales and instigate user loyalty.
Google Analytics is a great tool to assess how users respond to different content strategies. Bulk email tools also help assess metrics like open rates and click-through rates to assess whether the content strategy engages the user. Similarly, social media analytics can help determine what content appeals to the audience. For example, the number of comments, likes, and clicks can help gauge the effectiveness of social media content. Abandoned carts, bounce rates, and devices used are some website metrics to assess website content performance.
Analytics also helps identify the target audience and understand their needs, wants, and desires. When the brand knows about the customer's pain points, marketers can design a marketing strategy that claims to alleviate the pain. Thus, building a connection with the audience. An example could be targeting customers with a story that targets their pain points.
The gig economy is projected to increase twofold in 2023 as more employees resign from their jobs and opt for flexible freelance opportunities. And this is great for digital marketers because it means they can get fresh ideas from gig economy workers for a fraction of the price they pay to full-time workers.
Digital marketers can leverage the gig economy by hiring content creators, video developers, and even graphic designers with experience working with multiple other brands. Thus, if the company is not using gig economy workers to create content and develop digital marketing strategies in 2023, it’s high time to do so.
In 2023, digital marketing will evolve to adapt to the latest social media and business trends. However, for digital marketers, this means keeping up with these trends because a lag can cost the company money and customers. Here, the gig economy and the creator economy are two trends new to digital marketing. These trends demand that digital marketers evolve their strategies to accommodate them.
Developing an engaging user experience through rich media, user-generated content, and short videos is also one of the most important trends that have continued from previous years. Apart from this, involving content creators to target a specific niche and generating informative content are notable trends to follow this year.