In an online landscape that shifts faster with each passing year, it is important to stay attuned to current digital marketing trends. The past year brought a marked increase in artificial intelligence, a pivot to social media stories over feed posts, and a focus on personalization to individual customers. As we look to 2023, we must closely follow changing online consumer behavior and use marketing analytics to inform our strategy and approach. Here are the top 10 digital marketing trends we predict you will see in 2023.
1. Forms for Data Collection
Shifting privacy laws are forcing digital marketers to get creative about the way they gather customer data. To gather meaningful information that will help you build effective future campaigns, it is essential to know your customers. Increasingly, companies are turning to simple form builders to collect the data they need. This is highly effective for two reasons. First, customers willingly submit their information, which eliminates privacy concerns. Second, companies can build interactive forms into existing emails or sites without complex coding, which creates a seamless user experience as they capture information.
2. DEI Initiatives
According to a recent survey, 6 out of 10 customers expect brands to support diversity, equity, and inclusion (DEI) in their marketing strategies – and additional data shows that digital marketing that showcases these efforts builds trust in viewers. As brands become more aware of and vocal about social responsibility, digital marketing should reflect DEI values. Inclusive campaigns extend your reach to a wider potential customer base and show the world what your company values.
3. Interactive Content
As the online space becomes more crowded, users are looking for digital content that truly captures their attention. Prioritizing interactive marketing content ensures that customers stay longer on your social media feed or website page, engaging with your brand in meaningful ways. In fact, 96% of Buzzfeed visitors finish the quizzes they start. Quizzes, games, and interactive videos lead to higher conversion and sales rates, and also boost engagement and brand awareness.
4. Strategic Influencer Marketing
Influencer marketing is nothing new, but in 2023, many brands will move to a long-term partnership model, strategically selecting influencers that align with their values and send customers their way for a long time. Building a brand network by choosing influencers with steady audience engagement and authentic messaging will only become a more effective tool over time.
5. User Generated Content
BusinessWire reports that an audience is nearly 2.5x more likely to trust user-generated content, like unboxing videos or travel photos, than advertising posted directly by the brand. While much of this content is posted without a brand’s prompting, you can incentivize customers by creating a brand-specific hashtag they should include in their posts or sending free products to loyal customers after a launch.
6. Conversational Marketing
Conversational marketing closes the gap between users and information. Incorporating AI features like chatbots and targeted messaging into websites lets potential buyers ask questions or learn more about a brand quickly. This real-time conversation keeps customers more engaged than sending an email or filling out a form and waiting for an individual response.
7. Voice Search SEO
With the rise of Siri, Google, and Alexa, customers are growing accustomed to speaking directly to their devices. In 2023, effective digital marketing will keep the spoken word in mind, utilizing SEO to match questions people may ask verbally rather than type. Practically speaking, this could look like targeting marketing to “which coffee shop is closest to me?” instead of “coffee shop Dallas.”
8. Email Marketing
Social media algorithms are increasingly unpredictable, so it is a great time to re-energize email marketing. Getting into a potential customer’s inbox provides a much higher level of probability that they will actually see your content, and personalized emails with great subject lines improve lead generation. However, in the year ahead, expect emails to continue to be the first line of marketing for product launches and announcements.
9. Shoppable Posts
If brands want to boost product sales, they should create a seamless shopping experience. E-commerce businesses will get a boost in 2023 sales by offering customers a “click-to-shop” experience on social media. Nearly half of surveyed Instagram users reported using the app to shop on a weekly basis. Eliminating the number of steps between seeing a product and purchasing could lead to higher sales numbers.
10. Immersive Experiences
As customers return to in-person experiences, they are ready to be awed. Immersive experiences give brands a way to showcase their product or service in a whole new way. Digital marketers can use augmented reality (AR) or virtual reality (VR) to create incredible virtual experiences that consumers are not likely to forget anytime soon. And customers who remember your brand positively are more likely to engage with it in the future. In fact, 71% of customers say they would shop more often if a brand offered an AR experience. Brands like ASOS and IKEA are using this technology to show customers how an outfit might look on their body or how a piece of furniture would fit in their home.
Become a Digital Marketer with Emerson in 2023
If you’re passionate about analyzing marketing trends, becoming an impactful storyteller, and curating a great online customer experience, pursuing a program in digital marketing may be the perfect next step. Emerson College offers a variety of online degree programs designed to help you elevate your digital marketing career and prepare you to leverage digital marketing trends.
Whether you are an experienced or future digital marketer, Emerson’s online Master of Arts in Marketing (MAM) offers a diverse skill set that combines storytelling, data-driven strategy, technology, and social responsibility. With three in-demand specializations and 100% online coursework that can be completed in just 15 months, our degree program can be tailored to your interests and your schedule. Emerson’s online MA in Marketing is relevant and designed to give you skills and knowledge that will keep you at the forefront of digital marketing, regardless of what the digital future holds.
The master's specializations can also be earned as standalone certificates. For those interested in a shorter, specialized program, earning a Digital Marketing Online Certificate is possible in just 16 credit hours at Emerson, with courses created by top industry professionals. Your coursework will include Brand Storytelling, Digital Campaign Creation, Web and Social Analytics, and Customer Behavior and Insights, all designed to equip you with the skill set you need to thrive in the digital landscape. We also offer certificates in Content Strategy, Marketing Analytics, and Social Media & Digital PR.
Connect with an advisor to learn how Emerson’s online MAM can prepare you for the future of marketing.