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Digital Marketing Trends for 2023

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Digital Marketing Trends for 2023

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Marketing has evolved at a rapid pace over the past 12 months. There has been an increased emphasis on providing a great customer experience across multiple channels. Recently, we’ve noticed a clear shift toward digitalization and more automated ways for brands and customers to interact.

AI technology is another significant growth area; it has taken personalization to a more advanced level and saved marketers time in creating their email campaigns, articles, ads, and landing pages while also improving performance results.

During the past year, data privacy concerns have also increased, and this has led companies to be more transparent about the way that data is gathered and processed, including the replacement of third-party cookies with first-party cookies.

As for SEO, we’ve seen a noticeable evolution; machine learning has made the processing of data more and more advanced. For example, Google has started showing more relevant search queries that SEO marketers are looking for to drive organic traffic to their websites, based on analyzing tons of historical search results. This advancement is due to machines used by Google that humans couldn’t process because of the big amount of data analyzed. For example, Rankbrain is a machine learning AI algorithm used by Google to sort search results.

There are also a number of trends from recent years which look set to continue in popularity in 2023, including minimalist design, UGC, influencer marketing, artificial intelligence and machine learning.

However, there are a number of additional trends in AI and machine learning, advertising, SEO, social media, and ecommerce, that look set to be dominant in the coming year which we will discuss in this webinar.

We will cover:

1. 2022 in review
2. The main digital marketing trends for 2023
3. VBOUT’s resources to help you prepare for the upcoming year

Marketing has evolved at a rapid pace over the past 12 months. There has been an increased emphasis on providing a great customer experience across multiple channels. Recently, we’ve noticed a clear shift toward digitalization and more automated ways for brands and customers to interact.

AI technology is another significant growth area; it has taken personalization to a more advanced level and saved marketers time in creating their email campaigns, articles, ads, and landing pages while also improving performance results.

During the past year, data privacy concerns have also increased, and this has led companies to be more transparent about the way that data is gathered and processed, including the replacement of third-party cookies with first-party cookies.

As for SEO, we’ve seen a noticeable evolution; machine learning has made the processing of data more and more advanced. For example, Google has started showing more relevant search queries that SEO marketers are looking for to drive organic traffic to their websites, based on analyzing tons of historical search results. This advancement is due to machines used by Google that humans couldn’t process because of the big amount of data analyzed. For example, Rankbrain is a machine learning AI algorithm used by Google to sort search results.

There are also a number of trends from recent years which look set to continue in popularity in 2023, including minimalist design, UGC, influencer marketing, artificial intelligence and machine learning.

However, there are a number of additional trends in AI and machine learning, advertising, SEO, social media, and ecommerce, that look set to be dominant in the coming year which we will discuss in this webinar.

We will cover:

1. 2022 in review
2. The main digital marketing trends for 2023
3. VBOUT’s resources to help you prepare for the upcoming year

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Digital Marketing Trends for 2023

  1. 1. Digital Marketing Trends for 2023
  2. 2. 20K MEMBERS - 8 YEARS The VBOUT Community
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  5. 5. • General Intro • Presentation • Q&A Agenda
  6. 6. The VBOUT Stack ✔ Marketing Automation ✔ Stack Simple Interface ✔ Great Price ✔ Premium Support ✔ Built-in AI and Predictive capabilities
  7. 7. 1. Landing pages 2. Forms 3. Popups and site messages 4. Lead tracking 5. Automation sequences 6. Email campaigns 7. Social media listening 8. Social publishing 9. Retargeting 10. Analytics 11. Pipeline management 12. Calendar booking 10+ Core Tools Working Together The VBOUT Stack
  8. 8. Integrates Well With The VBOUT Stack
  9. 9. Lead Data Platform
  10. 10. Current Landscape
  11. 11. 2022 in Review
  12. 12. More Emphasis on Customer Experience • Customers expect a great experience across all channels. • Delivering a successful CX requires personalized messaging that’s specific to customers’ behavior. • Messaging consists of emails, SMS, Web push live chat support, and automated bots.
  13. 13. Rise of First-Party Cookie • With the death of 3ʳᵈ party cookies, marketers have started gathering leads data from their websites using landing pages, forms, and popups. • Safari and Apple blocked 3ʳᵈ party cookies and Google announced that it will stop the use of third- party cookies in Chrome by the end of 2024 (Source: Cookiebot). Source: Segment
  14. 14. More Branding Trends • The branding trends that were evident in 2022 are simplicity and minimalism in design. • Another trend is a quirky design which consists of hand-drawn illustrations, bizarre imagery, overlapping elements, asymmetry, and chaotic design. • Flat illustrations were also trending. Source: paymantaei.medium.com Source: Up Banking
  15. 15. Building Engaged Communities • Managing communities boosts your brand awareness and drives engagement. • The rise of online events after COVID is another option to grab audience attention around a specific webinar topic and this can be created within your community.
  16. 16. Partnerships and Integrations • Customers were facing a problem using different tools and ending up paying for features these apps don’t provide. • With that in mind, marketing automation platforms have a built-in CRM that helps customers better manage and organize their relationships with their clients.
  17. 17. CTR Replacing Open Rates • Due to Apple’s Mail Privacy Protection blocking pixels used to determine open rate, CTR, conversions, and list growth rate have replaced this metric. • These metrics are more actionable than open rates and determine the success of your email marketing.
  18. 18. The Major Trends of 2023
  19. 19. AI Content Generation • AI is becoming more and more important for businesses to take their marketing to a new level. • AI Content Generation is one example that saves time for marketers. • It allows them to enhance their personalization strategies to drive better engagement.
  20. 20. AI Content Generation • Ad Content AI Generation saves advertisers time by generating fresh ad copies that increase conversions. • The ad content with the CTA is generated in seconds by specifying the product name, description, and tone of voice. Source: Jasper.ai
  21. 21. AI Content Generation • Blog Content Generation is another AI feature that generates long-form content based on criteria specified by blog writers. • The great power of AI tools is the ability to generate SEO-optimized articles in minutes and from a variety of topics. Source: CopyAI
  22. 22. AI Content Generation • AI has gone beyond to generate realistic and original images based on text descriptions. • Also, such tools have the ability to expand images based on the original. • Music generation is a new AI trend to be on the lookout forai generated. Source: https://openai.com/dall-e-2/ https://openai.com/blog/jukebox/
  23. 23. AI Content Generation • With AI voice generator tools, you can create human-like voice over in seconds. • You can add different emotions to your voice (happy, sad, angry). • Another feature is converting your voice into real-time speech to speech. • Also such tools allow you to translate your voice into any language, without having to provide any data. Source: resemble.ai
  24. 24. More Mature Machine Learning • Machine learning has made the processing of data more and more advanced. • One example is Predictive Email Sending. • It helps email marketers determine when recipients are most likely to engage with emails based on previous patterns.
  25. 25. More Mature Machine Learning • Machine learning has taken lead scoring to a new level. • Predictive lead scoring minimizes potential errors that would result from traditional scoring practices. • It creates persona profiles based on past and current behavior and helps marketing and sales focus on leads that tend to convert.
  26. 26. More Mature Machine Learning • Data enrichment is a powerful engine for predictive lead scoring. • It gathers lead’s data from external sources in real time to build a richer customer profile along with internal data. Source: trbo
  27. 27. More Mature Machine Learning • Machine learning in social consists of emotional detection, sentiment analysis, and posting time recommendations. • Posting time recommendation determines the best days and times to publish a social media post based on previous followers’ engagement patterns.
  28. 28. Reinforced SEO: E-A-T Signals ● E-A-T stands for Expertise - Authority - Trust. ● Google’s most recent helpful content algorithm update targets “content that seems to have been primarily created for ranking well in search engines rather than to help or inform people”. ● The update aims to help your organic, user-worthy content rank better than content optimized for crawler bots.
  29. 29. Reinforced SEO: E-A-T Signals How do you know if your content is deemed helpful by Google? ● Content created for a specific audience. ● Content that features expertise and authority. ● Content that is trustworthy & credible. ● Content that meets the wants and needs of searchers.
  30. 30. Reinforced SEO: E-A-T Signals Do’s ● Remove weak content from your website. ● Focus on creating content that speaks to your target audience. ● Follow SEO best practices provided by Google. ● Stay up to date with Google’s ranking updates. Don’ts ● Use low-quality AI-generated content. ● Use web crawlers to optimize your blogs. ● Publish weak content without in- depth knowledge of the topic.
  31. 31. Short Form Videos • Instagram Reels have 2 billion monthly active users (Source: DemandSage). • Instagram, Facebook Reels, and Tiktok are great platforms used to create brand awareness and boost engagement. • YouTube shorts help businesses improve their organic reach and collect email subscribers. Source: Meta
  32. 32. Short Form Videos There are different ways to generate leads with reels such as posting educational content, product tutorials, tagging products from Instagram shop, freebies, answering FAQs and highlighting customers pain points. Source: ManyChat
  33. 33. Marketing in the Metaverse Source: TechBullion • Marketing in the metaverse is still a new trend that helps businesses stand out in the crowd. • It offers a virtual experience and represents the brand in a way that traditional advertising could never do.
  34. 34. Marketing in the Metaverse • Creating a specific metaverse platform is one of the most effective ways to invest in this field. • Businesses can create a game or worlds specific for companies to showcase their products virtually. • Shopify launched its AR/3D shopping experience and working on its NFT. Source: Shopify
  35. 35. Marketing in the Metaverse • As Metaverse is rising, the real estate digitized world is expected to grow in 2025 to $3.6K million in Revenue VS $358 in 2020. (Source: Brand Essence Research) • Companies can use their digital assets to advertise their products, organize virtual product launches and create a unique customer experience. Source: sandbox.game
  36. 36. Marketing in the Metaverse • Another way marketers can take advantage of metaverse space is through native advertising such as billboards on a virtual street or product placement. • Coca-Cola and Samsung have virtual billboards in video games such as Football Manager, according to Techtarget.com. Source: Football Manager Story
  37. 37. Marketing in the Metaverse ● Gamevertising (In-game advertising) is a great method for effective targeting, interactions from audience players and increased revenue. Source: ClearCode
  38. 38. Live Commerce • With the COVID-19 pandemic that changed customers’ buying habits, brands have found a need to reach customers online and provide a seamless experience. • It started with shoppable posts on social in 2020 and evolved to live stream selling and shopping. Source: Instagram
  39. 39. Zero-Party Data • After the increased reliance on first-party data and customer privacy last year, the practice is expected to evolve in 2023 with zero-party data. • Beyond forms, landing pages, and popups, gathering info through zero-party data is done through communication preference centers and interactive surveys. Source: xtremepush
  40. 40. Zero-Party Data The table on the right reveals the main difference between first-party data and zero-party data. Source: xtremepush
  41. 41. VBOUT’s Resources to Prepare for 2023
  42. 42. VBOUT’s Resources 1. How to Optimize your Email Marketing Strategy with Predictive Sending - Link 2. Email Content Generation - Link 3. How to Build a Lead Scoring Criteria for your Email Marketing in 2023 - Link 4. How to Optimize your Marketing Campaigns with First-Party Cookies - Link 5. 10 Proven Ways to Boost eCommerce Sales with Instagram Shopping - Link 6. Digital Marketing Trends for 2022 - Link 7. General Data Protection Regulation - Link 8. California Consumer Privacy Act - Link 9. How AI Improves your Marketing - Link 10.Latest Google Update That Helps Helpful Content Rank - Link
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