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2023 Digital Marketing Trends and Strategies

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Marketing trends in 2023 are evolving to meet the changing needs of consumers and advances in technology. These digital marketing trends and growth strategies will have a lasting impact on your marketing strategy and help you stay ahead of the competition. From leveraging keyword analytics to creating emotional connections through video content, it's important for brands to stay up-to-date on the latest marketing tactics and adapt to changing consumer values and preferences.


Influencer Marketing

Influencer marketing, which involves a collaboration between a brand and an individual with a large online following, is a popular marketing strategy for increasing brand awareness, building trust and authority, reaching target audiences, driving conversions, generating leads, setting trends, and connecting to a wider market. In 2023, brands are focusing on building long-term relationships with "brand ambassadors," or influencers, as a way to create more authentic connections with their target audience and maintain trust with followers.


Video-based Content and Live Streaming

Social media Marketing is increasingly relying on short UCG video clips as they can maintain a person's attention for a longer period than static posts. From TikToks to Instagram reels, advertisers are using short videos to spur interaction and boost brand recognition amongst the younger generations.

By now it is proven that live streaming is an effective way to promote products. According to a 2021 report, people spent 548 billion hours streaming on their mobile phones. By combining live streaming with influencer marketing, potential customers have the opportunity to interact with influencers who are knowledgeable about the product, discuss the product, and even make the purchase while watching the stream.


UCG (User-generated content)

User-generated content, created by consumers rather than brands, is a valuable growth marketing tactic that can increase brand authenticity and trust. Examples include unboxing videos, makeup reviews, branded hashtags, and photo tags. Since anyone can create this type of content, it can help brands enhance their authenticity and increase consumer trust, as people are 2.4 times more likely to trust user-generated content compared to content created by brands.


Privacy: No more cookies!

Due to privacy concerns, Google is planning to end its use of third-party cookies for targeted marketing by the end of next year. As a result, brands are looking for alternative solutions to continue delivering personalized content and ads to their audience. Without the use of cookies, which track a user's online behavior, brands will need to find new ways to target their marketing efforts.


Rapid-fire marketing

Agile growth marketing is a flexible approach that involves rapid iterations and real-time collaboration in order to respond to change. It allows marketers to adapt to change through iterative planning, deliver value early and often through small cross-functional teams, focus on customer value and business outcomes, make data-driven decisions through growth experimentation, and enhance transparency and collaboration through visualized workflows and frequent touchpoints.


Consistent Customer Experiences

Customers expect personalized experiences that address their specific needs, and digital marketers must consider the customer's entire journey rather than just individual campaigns or interactions. To create cohesive experiences, marketers can create a customer journey map, a visual representation of how a customer thinks, feels, and acts during the purchasing process. This can help marketers better understand the user experience and develop a more comprehensive strategy.


Cross-Device User Experience

User experience (UX) refers to how a person feels when interacting with a system and is important for creating positive experiences that keep customers loyal. To improve UX, marketers should focus on simple layout, easy-to-use navigation, and optimized mobile design. Current UX design trends include minimalism, voice-activated interfaces, hands-free controls, animated elements, block web design, scrollytelling, bold colors, and video content.


Optimize for Voice Search SEO

Marketers are now taking advantage of voice search as an SEO method. These digital aides are programmed to reply to concise, informative inquiries like "Who performed As it was?" and "What's the climate in London?", however they have additionally begun to deal with more particular searches, for example, "What espresso shops are nearby?" and "Do they serve chai lattes?"

Companies are adapting to changing reader preferences by structuring their information in a more conversational question and answer style. This makes it easier for customers who use voice search to access accurate, useful results quickly.


Conversational Marketing

Rather than sending people to sign up forms and waiting for their response, conversational marketing employs specific messaging and automated artificial intelligence to interact with people when they visit your website.

In order to keep up with the digital marketing trend, businesses are now implementing the use of chatbots that are equipped with artificial intelligence and natural language processing (NLP) capabilities. This allows customers to interact with brands through two-way conversations, as opposed to the traditional asynchronous marketing method. This type of conversation-based marketing will be a major factor of growth in 2023, and it may prove to be a challenge to adjust to this transition.


Interactive Content

Interactive content is a type of online content that requires active participation or engagement from the user. It has become increasingly popular in recent years as audiences demand more attention-grabbing content. Examples of interactive content include infographics, quizzes, games, calculators, contests, assessments, interactive maps, and interactive videos. If you have used the internet in the past decade, it is likely that you have encountered interactive content without even realizing it.

81% of marketers believe that interactive content, which is a low-cost, high-impact way of capturing the attention of potential buyers, is more effective than static content. Interactive content can also help to achieve the following goals: increasing audience engagement, improving customer learning, generating more leads and conversions, increasing brand loyalty, and streamlining the customer experience.


(VR) Virtual Reality Apps

In 2021, Meta (previously known as Facebook) announced the development of their metaverse, a virtual reality platform, which has prompted marketers to consider incorporating mixed and hybrid reality experiences into their marketing strategies. Virtual reality (VR) marketing allows brands to use VR technology to create a simulated, yet realistic, experience for promoting their products or services. 

While many brands have already implemented augmented reality (AR) tactics, such as Sephora's Virtual Artist app and Ikea's AR app, to engage customers, only a few have created fully immersive VR experiences that require the use of a VR headset. 

While virtual try-ons and branded Instagram filters are expected to continue to be popular in 2023, innovative VR marketing tactics are expected to become more prominent this year.


Artificial Intelligence for Identifying Trends

A recent study by Razorfish found that 75% of marketers are not using behavioral data for online ad targeting. However, new technology is making it easier and more affordable for small businesses to access and use this data. Artificial intelligence (AI) is expected to have a significant impact on various industries in the coming years, and marketers are starting to use AI methods such as data models, algorithms, and machine learning to better understand their target audience. This data can help marketers optimize their spending, tailor and target their content, and personalize the customer experience. The use of AI in marketing has already led to smarter, more targeted advertisements, accurate trend spotting and predictions, a better understanding of buyer behavior, increased customer retention and loyalty, enhanced self-service capabilities, and higher return on investment through effective targeting.


 Internet of Things (IoT)

The Internet of Things (IoT) refers to a network of physical devices, such as appliances and sensors, that are connected to the internet and can share data with one another. IoT technology has become increasingly prevalent in recent years, with devices like Alexa and Siri being widely available. It is expected that 500 billion devices will be connected to the internet by 2030, according to Cisco. As a result, marketers should consider how they can incorporate IoT and artificial intelligence (AI) into their marketing efforts in order to maintain a consistent presence across all channels that their potential buyers are using.


Preserving Consumer Privacy

In the wake of privacy and security controversies, many reputable companies are implementing new systems to ensure that customers feel secure when providing their personal information. With the increase in cyberattacks, customers are becoming more aware of the vulnerability of their data. While not directly related to marketing, improving data security can make customers more likely to sign up for services, demos, white papers, etc., without worrying about data leaks or identity theft. If generating qualified leads is a marketing goal for 2023, it may be worth considering upgrading privacy software.


Keep up with the latest marketing strategies in order to remain competitive in the market.

Recent years have significantly impacted marketing trends and best practices, as today's consumers place a greater emphasis on authenticity, transparency, privacy, and inclusivity. With the widespread adoption of advanced technology like virtual reality (VR) and the Internet of Things (IoT), marketers have the opportunity to incorporate these values into their messaging in creative and innovative ways.

About the Author

Hello, I am Heinz!

Startup Founder, CMO and Growth Marketing Leader with more than 15 years experience.

During the last years I have been building, leading and re-structuring growth teams up to 25 team-members and budgets from practically 0 to 10+ million USD.

Having worked in and with early stage startups as well as fast-paced scale-ups, this gave me experience across all growth stages.

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