What are the latest digital marketing trends and innovations in 2023 that will dominate this year and beyond?
This is one of the most common questions among small and medium businesses (SMBs) and emerging digital marketers, especially after the COVID-19 pandemic. Sure, we all are aware of the significance of voice search, mobile-first approach, and page speed, but there are more top trends in digital marketing in 2023.
Not many marketing bloggers and strategists are talking about these interesting trends and innovations but you can’t ignore these to stay competitive in the market.
In this article, you will find the current digital marketing trends that every business should be focusing on.
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Latest Digital Marketing Trends 2023 and Beyond
We have divided the digital marketing latest trends for 2023 into some segments, like content marketing, Search Engine Optimization (SEO), video marketing, email marketing, social media marketing, and more. So, let’s kick start now.
1. Voice Search Optimization
Voice search optimization is obviously not a new trend. We have seen people talking about it for years now.
So, why voice search is still a trend? Here are some stats for your reference:
- Nearly 50% of the users research products and services with voice search.
- 38% of Gen Z consider online purchases using voice search.
- Over 70% of the voice search results are websites with HTTPS.
These stats show that people are using voice search not only to find information but also to buy products and services online.
Earlier, the focus was more on optimizing the website content for voice search. Now, businesses must also optimize their sales approach and website for voice commerce to allow product purchases using voice search.
For instance, many businesses are now using AI-powered solutions like Jetson.ai to optimize their digital marketing strategy for both voice search and voice commerce.
When we talk about voice search, digital assistants like Alexa, Siri, Google Assistant, and Cortana can’t be kept out of the picture.
These assistants are the major drivers of voice search queries on Google and other search engines. According to Strategy Analytics, nearly 50% of the Alexa and Google Home users find these assistants now a necessity for them.
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How to optimize for voice search?
Now that you know that it is one of the biggest digital marketing trends and have realized the importance of voice search, it’s time to learn how to optimize your website for voice search.
Here are some quick and effective tips for doing so:
a) Understand consumer behaviour:
The voice search queries will be slightly different for every business depending on the age and demographics of the consumers. Analyze the consumer behaviour and insights to understand the common queries of people about your business and the type of devices used by them for search. Optimize content for users: Rather than stuffing multiple keywords in the content for the sake of improved rankings, shift your focus to user-optimized content.
Structure your content properly by using natural language because voice search is all about natural language processing. Use conversational keywords and questions that are being asked by the users.
b) Schema markup:
Utilize schema to mark up your content and notify Google crawlers of the intent of your site. Structured data and schema markup have the potential to improve your rankings for voice search.
This also increases your chances of appearing in featured snippets. Google Assistant typically reads the featured snippet content to the users.
c) Include FAQs on all web pages:
The voice search queries generally begin with what, how, when, where, etc. This means people are putting in questions. By including an FAQ section on the specific web pages, you get the opportunity to answer the common questions asked by users.
d) Focus on local search:
Small businesses should also optimize their content for local search queries. People nowadays search for phone numbers, directions, products, and other things using voice commands.
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2. Digital Marketing Automation
Automation is here for a while now, but not many businesses were implementing it in digital marketing. Things have changed now. It is now among the recent digital marketing trends.
Using digital marketing automation, businesses can automate almost everything related to their marketing efforts, including email marketing, landing pages, PPC, social media, lead generation, etc.
There are several benefits of automation in digital marketing. It can save businesses and marketers a lot of time, improve efficiency, increase revenue, and make marketing teams more productive.
Tasks that can be automated with marketing automation
- Google Ads placements
- Schedule social media posts
- Send emails
- Data analysis
- Send SMS
- Data management
- Website widget content
- Lead nurturing
3. AI-powered Digital Marketing
When artificial intelligence (AI) was new to the market, businesses were hesitant to implement it for digital marketing. However, the scenario has changed now. Numerous brands are using it and integrating it within their marketing strategy for business growth.
AI is capable of collecting data, analyzing it smartly without human intervention, and providing valuable insights. Marketers can use this data to create more targeted campaigns to generate a high number of qualified leads.
Smart technology is also being used in email marketing. Businesses can create personalized emails automatically and send these out to a long list of customers. It is almost impossible to write personalized emails for individual customers when the list includes hundreds of customers. From the subject line to product recommendations and CTAs, everything can be personalized.
Furthermore, AI on websites and mobile apps can customize the experience for users. For instance, Amazon uses AI-powered product recommendations to increase sales and acquire more customers.
4. Interactive Content on Social Media
It is one of those top digital marketing trends that is here for a while now, but most of the businesses found it a casual thing to use. Interactive content not only increases the engagement rate on social media, but also improves user experience.
Following stats by Outgrow shows that interactive social media content can boost conversion rate, reduce bounce rate, and significantly increase the number of post shares.
If you are not sure what interactive content actually is, here is a short overview:
The content that can encourage users to interact with it, rather than just consuming it, is called interactive content. Examples of such content on social media include open-ended questions, polls and surveys, contests, videos, etc.
Today, every social media platform has many interactive features for improved engagement. For instance, you can post polls and surveys on Facebook, Twitter, Instagram stories, and Telegram. These things drive users to click on the post and engage with it.
Sharing some examples of interactive social media content on various platforms:
Dave Gerhardt has conducted a poll on LinkedIn, and more than 2,700 people have engaged with it.
In the second example, a simple Instagram poll has encouraged people to tap and respond to it.
5. Influencer marketing
Many businesses and brands are already using influencer marketing as part of growing organic opportunities for their products and services. This type of digital marketing brings genuine customers who can stick for longer terms.
A few more key reasons to choose influencer marketing in 2023 are that it improves audience engagement on social media platforms, especially Facebook and Instagram, and a high number of product endorsements and recommendations.
This year, we will see a rise in influencer marketing becoming part of the digital marketing strategy for more small and medium businesses.
As one of the latest digital marketing trends 2023, influencer marketing will see these innovations:
- Growth of micro-influencers
- Increased focus on performance tracking
- Long-term collaborations with influencers
- Increased focus on return on investment (ROI)
- Influencers will become communicators
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What are the key benefits of influencer marketing?
- Raise brand awareness
- Develop trust and authority
- Reach target audience and potential customers
- Build partnerships with other businesses
- Increase conversions
- More leads
- Faster reach to market
- Cost-effective compared to traditional advertising
6. Website personalization
As the number of businesses shifting online with a website or mobile app is increasing exponentially, the competition has become massive.
This is an era where every business has less than a minute on the website to grab the attention of the users. Offering a personalized experience will work as a blessing in disguise.
If you haven’t heard about website personalization and its role in digital marketing, here is an overview:
It is an art of providing a unique and custom experience to website visitors. When people visit the site, they come across products and services they have been actually looking for. The experience is personalized on the basis of their past purchases, location, user behaviour, age, etc.
In 2023, this will be one of the hottest online marketing trends in India and around the world. More eCommerce sites and businesses will be adopting this approach to increase customer satisfaction, improve engagement rate, reduce bounce rate, convert leads into customers, and enhance business reputation.
The better the personalized experience on a website, the more the chances of converting visitors into customers. Modern technologies like artificial intelligence (AI) and machine learning play a key role here. It is among the latest digital marketing trends 2023.
Benefits of website personalization
- Landing page optimization
- More conversions
- Reduced bounce rate
- Relevant content recommendation to visitors
- More qualified leads
- High engagement rate
- High customer satisfaction
7. More use of Responsive Search Ads (RSAs)
Google introduced Responsive Search Ads in 2019. The great thing about RSAs is that they leverage AI technology to show ads in search engine results pages (SERP). These ads don’t show the same content for multiple keywords.
Instead, the algorithm automatically identifies the search intent and shows the headlines, ad copy and call to action (CTAs) which is most relevant to the query. This improves the click-through rate (CTR), as well as the conversion rate of Google Ads.
It allows you to add up to fifteen different headlines and up to four descriptions for the ad. The system will test all the combinations and show the most relevant headline and description combinations to users.
Responsive search ads are among the latest digital marketing trends in 2023 for several reasons. That’s the reason more people are now going for Google Ads courses in India to learn new things and make the most out of it.
Following are some key statistics that support this trend:
Adzooma experimented with RSAs and extended search ads and found that RSAs increased their conversion rate by 53%. There was no change in the landing page.
Another advertising experiment by PracticalEcommerce reveals that RSAs drove better cost-per-click and cost-per-conversion.
8. Demand for digital marketing skills
During the COVID-19 pandemic, which caused lockdown, small and medium businesses (SMBs) were affected badly, with nearly half of them reporting a severe impact. The physical stores were completely shut down for months.
To cope with the challenges and bring the business back on track, the digital world had its back. Many traditional businesses built their presence online with a website, social media marketing, digital advertising, other online marketplaces.
Schools and colleges started live classes on YouTube, developed mobile learning apps, and created online courses for students. In fact, stats suggest that the closure of schools and colleges during the lockdown made India the second-largest eLearning market in the world. Moreover, creators looked for a reliable YouTube course online so that they could master new strategies for growth.
To shift online, businesses needed people with digital marketing skills who could aid them with social media marketing, search engine optimization, PPC services, etc. It drove the demand for digital marketers around the world. Digital marketing agencies experienced growth in the number of clients and hired more skilled employees. This trend is expected to continue and grow this year and beyond.
As per a report, digital marketing jobs are witnessing a growth of 14% every year, offering job opportunities to more than 20 lakh skilled people by the end of this year.
How to make a career in digital marketing?
Since the demand for digital marketers is growing significantly, you can start your career in this field with the best digital marketing courses. These courses help you build the required skills, such as Search Engine Optimization (SEO), social media marketing, Google Advertising, etc.
9. Collaboration and partnerships
Lockdown resulted in the shutdown of many companies. Employees were laid off as there was no revenue to pay their salaries. When things came back to normal, they had to restart things but didn’t have enough resources and manpower.
In such a scenario, businesses started collaborating and forming partnerships with other businesses. This brought several benefits, especially in terms of building the ability to cater to market demands.
When the businesses were working together as partners, they were able to invest in digital marketing as well and reach a broader customer base. Among the list of digital marketing trends in 2023, this should be a priority.
10. Paid advertising
When the pandemic started, businesses were looking to cut down their costs, and paid advertising was at the end of the list of their marketing budget.
However, things changed once the lockdown finally came to an end. They started looking for customers, and paid advertising became the number one priority for many businesses. The number of businesses that use Google Ads and social media advertising has grown significantly in the last few months.
Therefore, the cost-per-click (CPC) also increased for certain keywords in Google Ads. Businesses that didn’t have a website opted for website development services to build an online presence and utilize Google Ads. This is one of the top digital marketing trends.
What’s the future of digital marketing?
The future of digital marketing will witness several important changes in strategies and content creation. The trend will shift towards lifecycle marketing, integrating AI and other modern technologies in digital marketing, and conservational marketing.
As Google releases new algorithmic updates, SEO experts will need to keep track of important changes and modify their SEO strategy accordingly. The aim of Google is always to improve the experience of users. For successful SEO, digital marketers will also need to aim for the same. The use of black hat SEO and grey hat SEO will be reduced in the future as search engine guidelines become more strict. More and more people are choosing a trusted online SEO course in India to acquire relevant skills.
The digital marketing strategies for businesses will need to be modified as the new generation (Gen Z: Born 1997-2012) enters the workforce and consumer base. The user behaviour of this generation will be different than that of millennials.
A scary thing about this generation is that they are quick and difficult to predict. Their taste and way of content consumption keep on varying. Digital marketers will need to create unique and new strategies to target and serve all generations.
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Ready to Embrace Opportunities by Following The Latest Digital Marketing Trends 2023?
These are the emerging trends in digital marketing in India and globally. These are already in the field and all set to continue their dominance throughout the year. Some of these latest trends in digital marketing will continue in 2023 and beyond. For example, AI-powered digital marketing, automation, interactive content, and website personalization are here to hold their importance for a long.
Are you revamping your digital marketing strategy based on these trends?