What 2023 digital marketing trends 7 Digital Marketing Trends to Watch in 2023

Does it feel like 2022 exploded with digital marketing developments and hot new trends? Same feeling over here. Being the CEO of King’s Crest Global, a global digital marketing agency that operates from Europe, Asia, North and South America, I have to constantly remain ahead of the trends and anticipate any potential market shifts so my team and I can thoughtfully guide our clients. There’s so much going on, and I’m truly excited for what’s to come in the year ahead. I decided to, therefore, put together a list of what to look out for this year. Let’s dive in to see what’s to come for 2023 digital marketing trends.?

Social Media: Authenticity Matters

If you work in social media marketing, you can always be assured that the next big trend is about to go viral. Social media and its trends change faster than we can sometimes adapt, so to be successful you have to act quickly. However, something we’ve seen steadily evolving since the COVID-19 pandemic and TikTok’s rise is this: authenticity matters.?

Users no longer want to feel like they’re viewing transactional content (if they do, they simply won’t engage). What they want is to be inspired: to create, to connect (more on that later), to be moved somehow, and to be involved in the process. This is why TikTok challenges and stitches are such powerful marketing tools. Businesses are involving users and compelling them to participate in product reviews, viral video challenges, contests and more, making them a part of the conversation. Involve them. Get your audience to start talking about your brand and find ways to connect with and inspire them so that they are genuinely moved to do this.?

However, considering the uncertain future for TikTok in the US, my best advice: start exploring Pinterest and YouTube.?

Influencer Marketing: Collaborate With GenZ Creators?

Without a doubt, GenZ continues shaping marketing trends and they have ultimately changed the way we’re consuming content. Hootsuite predicts that in 2023 GenZ will continue to define user-generated content (UCG), and, what’s more, influencer marketing will continue to grow substantially. In GenZ’s search for fun and interactive content that inspires, businesses will have to think about how to collaborate with GenZ creators and influencers to reach their target audiences, only amplifying the importance of your social media presence and overall content marketing strategy.?

According to Influencer Marketing Hub, there will be an increase and emphasis on following creators who users prefer seeing in their feeds and they will likely follow them aross multiple platforms. This effectively creates a genuine need to include influencers in your 2023 marketing budget, while determining which have higher followings and engagement on the platforms where your business maintains a strong presence.??

But once you’ve identified a targeted list of creators and/or influencers who are connected with your target audience, what’s the best way to reach your potential new clients? Onto to the next trend.?

Short-form Video: Anyone Can Create

Any video that’s under 60 seconds long is considered short-form video content. We have definitely seen an explosion in short-form video in the last year, especially as social media competitors have been vying for higher user engagement (think TikToks vs. Instagram Reels vs. YouTube Shorts). As a result, platforms have added an array of features to make it easier for users to create, and, of course, to encourage them to use their platforms’ native tools to increase engagement. There is also a host of free apps that offer templates and mini tutorials on how to create video content so that users can be left with the feeling: I can create content, therefore, anyone can create.?

According to Hubspot's 2023 video marketing report, there are several good reasons why your business should be leveraging short-form video in your marketing strategy:?

• Short-form video boasts the highest ROI when compared with long-form video, videographics, webinars, and live videos/livestreams?

• 78% of consumers are looking to engage with content that is both authentic and relatable rather than content that is polished and perfectly curated (so you don’t have to be a pro to produce it)

• Almost all short-form videos are viewed for at least 40% of the duration, so you have a higher chance of successfully reaching your target audience?

Now that you know you can create, it’s time to start thinking about investing in video marketing.?

Simplicity & Clarity in Messaging: Less Is More?

Current consumer trends indicate that people are consuming higher percentages of micro content vs. macro content. It’s no surprise given that short-form video content has taken over, but what does that mean for businesses??

You should be prepared with a messaging strategy that is simple, clear and impactful. Be prepared to hook your audience in 150 characters or less because people have shorter attention spans and are looking to digest their online content in bite-size easily digestible pieces. Learn to deliver your message in a few seconds, a few words, or less. Long-winded overly detailed content is out for now, and less is more.?

Web3: Decentralization of the Web as We Know It?

You’ve most likely been hearing the hype around the Metaverse for quite some time now (the majority of us marketers are aware that Zuckerberg and the Facebook crew has placed some huge bets on it), and this is all in alignment with speculation about what Web3 will bring in 2023. But first, what is Web3??

To provide you with a bit of background, Web1 was the very first version of what we knew back in the 1990s as the “worldwide web.” Then Web2 (or more commonly referred to as Web 2.0) came along with the creation of social networking and user-generated content. The next trending version of the web brings us to Web3 (or Web 3.0), which is focused on a decrentralized version of the web.?

If you have experience with cryptocurrencies, blockchain, DAOs or NFTs, then you’ve already had some interaction with Web3. Here are five things Forbes speculated about Web3 trends in 2023:?

1. The decentralized metaverse probably won’t invove Silicon Valley tech giants (like Zuckerberg)?
2. NFTs will be more than tokenized digital art, and there will be an emphasis on NFTs that provide some kind of utility function, also known as “utitlily NFTs”?
3. Creating decentralized social networks without censorship is one of the main goals, although governments and lawmakers will have to anticipate how this can positively or negatively impact society?
4. There will be increased efforts to “greenify” Web3, meaning that there is consciousness around energy efficiency and efforts to reduce overall consumption
5. Growing interest in government intervention and regulation in the Web3 space, and how to create Web3-based societies will become an important conversation topic

That was a lot to process. But keep an open mind because big changes are coming as the decentralization of the web as we know it today continues throughout 2023.

Artificial Intelligence: Integrated by the Masses?

2022 was an explosive year in the tech space for artificial intelligence. While there had been speculation around it’s potential evolution, nobody necessarily predicted that it would develop as much as it did. So let’s talk about how it will likely affect marketing trends for 2023 since you’ve likely been hearing about it in recent months.?

Numerous apps have already begun integrating AI into their platforms, providing users with the power to play and create infinitely. From text-to-photo capabilities, to AI photo generators which have already gained popularity throughout social media platforms, AI is on its way to becoming integrated by the masses on a colossal scale.?

One of the major players is OpenAI with their release of ChatGPT in November 2022, a dialogue-based chatbot model that has been trained to mimic everything from writing styles, to textbook information that would normally be found in an encyclopedia and beyond. The technology is so astounding that Microsoft has already struck a deal to invest $10 billion and integrate the technology into the Azure AI platform. And it won’t be long before competitors begin to emerge. Google has already planned to invest in over 20 artificial intelligence projects that will be unveiled this year.?

Although the power of AI has raised concerns for marketers and creatives alike, you can rest assured that despite its massive capabilities, it can never replace the power of human storytelling.?

Employee Advocacy: Building Community Collectively?

As users are searching for more authentic connections with brands, they are fully invested in knowing about the people behind the scenes. Getting to know your business at an intimate level by getting to know who your team players are will be key to propelling your business into the spotlight. Find a way to genuinely connect with your audience and develop your network beyond those who are watching your business channels. So what’s the best way to do this??

Get your employee’s involved in telling your brand’s story. Create a strategy that involves them in your brand’s storytelling efforts because people connect better with personal profiles than they do with brand or business pages. Have your employees advocate for the business because there is power in their words and even greater power in empowering them to share their expertise and experiences.

Before you do this, carefully consider the following as a part of your strategy:?

• What tools does my team need to be successful at sharing compelling stories??
• What training or other resources do I need to provide that will be helpful to their success??
• What will empower them to feel confident in sharing within their personal networks??

If you can put together a strategy that empowers your people, you will be on your way to building community collectively.?

2023 Will Be Revolutionary

If we feel there were major advancements in 2022, there will be even more that garner worldwide attention in 2023. It’s clear that with a shift in consumer habits and the constant evolution of new digital marketing trends we are bound to see some major disruptive shifts in digital marketing and technology as we know it today. We are already seeing major changes in Silicon Valley, an overhaul of current operating models (think Twitter and Elon Musk), and layoffs of thousands of employees. The technological ecosystem will undoubtedly be impacted, but small businesses will also gain access to talent from the media giants who have been the driving forces for the last two decades.?

Flexibility and adaptability are two key components to any successful business model. We have to be prepared to embrace change, open to adapting, and ready to meet our audiences exactly where they are today. Anticipate, be ready to try something new, and be willing to shift when you feel it’s necessary. Listen to your customers, your employees, and, most importantly, your inner voice.?

I would love to hear your thoughts, questions or comments around any of what I’ve discussed above. If you’d like to chat or share, or feel like you might need a little guidance, please feel free to message me directly or get in touch with my team. We would love to start a conversation with you and we have a diverse expert team who is ready to create and collaborate.?