Digital marketing is an industry that is constantly changing, adjusting with the times as needed. While there may be some commonalities that persist over time, in other respects, marketing appears virtually unrecognizable compared to even 30 years ago. Even going year by year, marketing professionals need to keep their finger on the pulse of the industry.
But what are the digital marketing trends that may be a big deal in 2023? Here are five to get your marketing chops primed for the year ahead.
The cookie change
While this may not be apparent to most people, Google is planning to phase out third-party cookies by the end of next year. And despite how drastic an issue it may be, it should not come as any surprise that they are considering this. After all, cookies have never been the most secure system, and the privacy concerns have only worsened in recent years. Thus, a new way to handle things is necessary, even if it may show some growing pains too.
Because of this upcoming change, marketers have been (or should be) hard at work figuring out alternative marketing methods once cookies are no longer an option. While there is going to be quite an impact once Google drops third-party cookies, it is not all doom and gloom. In fact, in some ways, some of the third-party cookie alternatives have advantages that they lack.
For example, one data collection method is to create a universal ID using a mixture of first-party cookies (which won’t be phased out) and identifiers, like email addresses, phone numbers, and more. However, this approach has major downsides, such as how much data and labor is required to turn it into an effective replacement.
One method that Google is cooking up, however, is called the Privacy Sandbox, a set of APIs (application programming interface). These APIs can be used for a variety of functions, including receiving data on conversions, ad targeting, and more. It is still in development, and exactly what it will constitute and how it will be executed. Hopefully, this will become clearer in time so that marketers can get ready to adjust to the new system.
User-generated content
This type of marketing strategy is an effective one, and one that has been in use for quite a while. However, only recently have companies managed to use this strategy optimally. Content created by the user can come in a variety of forms, and a good example of this is with video games. So, we are going to check this out in a bit more detail, just to see how it can be executed.
There are two major ways that user-generated content can be used to benefit such a project: planned user-generated content and natural word of mouth from screenshots and clips.The former is especially common in games where you can create characters, levels, and more, while the latter lets users show off a skillful play in a game. This can be seen through situations like Street Fighter III: Third Strike, where one of the most famous things about the game was an incredible comeback play.
However, while such user-generated content is always useful, it can only do so much to elevate your brand. Street Fighter III was never the biggest game in the series, and ironically, the clip discussed above is part of why. While it is impressive, it is also true that the game had pretty complex systems that may turn off more casual players. Still, the fact that people talk about that moment – to the point of having a Wikipedia article – says a lot about how much users can help spread brand awareness.
By designing your product to encourage the sharing of content like this, you help create a long-term benefit for it. Rather than you having to sell your product to prospective customers, someone can see people’s creations to know exactly what they are able to do with it.
Agile marketing
Agile marketing is a system that focuses on ensuring expedient responses to any changes that need to be made. This is as opposed to having one major project you are focusing on and nothing more.
By focusing on more rapid-paced marketing and solutions, you are able to be more flexible, responsive to your customers, and experimental. Agile marketing also allows you to get information to the right people quickly.
A good example of agile marketing is the cannabis industry. As laws and regulations are still in flux, some cannabis brands and MMJ card services focus on providing updated laws and legal developments, turning them into authoritative sources for the industry. Over time, this type of marketing enhances brand reputation while increasing the site’s domain rating.
Influencer marketing
If you are a marketer of any import, then influencer marketing needs no introduction, at least not in the abstract of having online celebrities representing your brand. While this has been a popular marketing strategy for a while, a lot of marketers have seen just how effective it is to establish a long-term relationship with an influencer.
Influencer marketing is an extension of word-of-mouth advertising, which involves a trusted figure being listened to for their perspective on a product or service. It’s not quite the same, since you do not know an influencer personally (usually anyway), but if you idolize an influencer, you may also be inclined to use the same things they like. By keeping a long-term marketing agreement with an influencer, the connection between the two is strengthened.
Live streaming and video production
Whether you figure out how to do this yourself or you hire a team to handle it, video production and live streaming are important. These two formats are increasingly popular, and as such, are fertile ground for marketers. However, it is not something you can do all willy nilly. You need to make sure that your videos are not only interesting and informational, but they also need to be well-crafted.
One problem that a lot of companies have to deal with when setting up a video marketing campaign is that they don’t “get” what YouTube is for. You can’t just make videos trying to sell your product or service, you also need to make them feel like they are just watching valuable content. The tastes of YouTube users fluctuate over time as well, so also keep that in mind.
