As we approach the end of 2023, the landscape of digital marketing continues to change rapidly. Discovering effective means of communication is half the battle for marketing professionals. The other half involves taking data from their campaigns and harnessing its value. From utilizing AI-driven analytics and voice search optimization, to staying compliant with data privacy regulations, these seven essential aspects will be instrumental in crafting a successful digital marketing journey. Embracing these trends promises enhanced brand visibility and deeper, digital customer engagement.
1. AI-driven Analytics
There are various tools that enable the importation of essential business data. Many AI Data-visualization tools on the market offer vibrant graphical settings that marketing leaders use to save time. However, purchasing these platforms can be daunting. It is essential to align product functionality with firm business requirements. AI is integrated within other modules of a company’s software which allows for an automatic continuous data stream. By utilizing AI, organizations can better identify how consumer patterns, potential clients, and other key demographics align with business growth.
Here are key examples of how AI-driven Analytics impacting Sales and Marketing functions:
2. Mastering Voice Search Optimization
Marketers are already working with sophisticated SEO analytics tools to monitor insights into site health, performance metrics, and search engine results pages (SERP) rankings. However, the surge in voice search adoption has created a unique situation for modern marketers to recalibrate their strategies. According to Oberlo, a staggering half of the United States population now uses voice search as part of their daily routine. Local SEO is also imperative as most of the searches are for nearby businesses. The amount of voice search continues its upward trajectory, fueled by the rise of smart speakers, AI-powered phone assistants, and constant updates to search engine algorithms.
By using tech-empowered keyword generation, clustering, and mapping marketers can stay ahead of the curve. The key to this approach is a reevaluation of keyword strategies to encompass the nuances of spoken queries. Traditional keywords may fall short in capturing the conversational length of 3-8 words. By leveraging advanced AI tools, marketers can uncover the intricate web of phrases and expressions that users employ during voice searches, thus ensuring their content aligns seamlessly with user intent. Marketers who transition from conventional methods to leveraging cutting-edge tools will be able to unlock the full potential of voice search.
3. Experience Design in Customer Journeys
One of the greatest advantages of having a digital marketplace is the ability to track the users total journey. The integration of tech-enabled solutions presents a transformative approach in tracking and identifying key user patterns. By leveraging technology, companies can finely tune each touchpoint of the customer journey, creating new personalized experiences that cater to different preferences and needs. Businesses gain comprehensive insights into customer behaviors, pain points, and preferences. With these insights, companies can optimize everything from website interfaces to mobile apps, customer service interactions, and even post-purchase engagement. This data-driven approach not only empowers businesses to address customer needs in real time but also ensures that every interaction reflects a deep understanding of each individual customer, fostering loyalty and advocacy. These solutions are typically scalable regardless of customer base size.
By spending less time on mapping out a user's experience, teams can better focus on higher-value engagements, such as complex problem-solving and personalized interactions. Whether through AI-driven chatbots or predictive analytics guiding recommendations, tech-enabled solutions offer a complete approach to the design of the user experience, enhancing customer satisfaction, engagement, and ultimately, business success.
4. Staying Compliant with Data Privacy Regulations
Have you noticed how recently almost all websites have a cookie acceptance popup? This is no coincidence; recently, five states—California, Colorado, Connecticut, Utah, and Virginia—have passed cookie laws requiring pop-ups. More states are expected to sign their own data-collection privacy laws in the coming years. The problem for many companies is that they do not necessarily know where their clients come from and do not want to blacklist entire states.
Companies need to keep track of the cookies and trackers used on their websites in order to stay compliant. Tech solutions can automate the scanning and monitoring of user cookies, identifying which cookies are being set, their purposes, and whether they comply with regulations. Another possible solution includes automated-monitoring of changes and updates in data privacy regulations. By staying informed about evolving laws and regulations, companies can quickly adapt their privacy settings and notifications to remain compliant. Automated alerts can notify companies about upcoming changes and the necessary actions they need to take to ensure compliance.
5. AR/VR Engagement & Advertising
Augmented Reality and Virtual Reality are no longer science fiction terms. Augmented reality works by interacting with the current world while virtual reality transports the user into a new world. Both of these tools offer promising customer engagement, new user experiences, and more consumer data. As we have seen in the past, when Apple enters a market, it becomes mainstream in the following years. With the release of the Apple VR headset, Meta Quest 2, and HTC VIVE, virtual reality sets are being picked up by consumers and marketers will have to adjust their strategies for this new frontier.
Dior was one of the first companies to utilize virtual reality experiences. In 2015, they built a backstage fashion week experience for use with VR headsets and took their audience on a behind-the scenes-journey. This innovative approach not only showcases the brand's commitment to staying ahead of the curve but also underscores the vast creative possibilities that VR unlocks. Dior successfully merged technology and fashion, setting a precedent for how industries can utilize VR to forge more intimate connections with their consumer base.
When it comes to the “Wow” factor, a VR headset at a booth or trade show can make a lasting impression on potential customers. A company can build digital product renderings that are too big to transport, allow for an inside look at the hardware, or give sneak peaks of prototypes. Marketing teams should consider greatly investing in virtual reality as it becomes more commonplace in both homes and businesses.
6. Chatbots and Virtual Assistants
Chatbots and assistant bots have revolutionized the way businesses and marketing teams interact with customers and manage their campaigns. These AI-driven tools allow your team to never miss a lead on your website. Chatbots provide continuous customer support, real-time engagement, and cross-platform integration. A bot may notice that a customer has not made a purchase yet and recommend them a cheaper good/service. This not only ensures a seamless customer experience but also frees up marketing teams to focus on more complex tasks, improving overall productivity.
Assistant bots are set up within the online modules of the organization. There are numerous different types of internal assistants. Many assistants help teams with internal tasks such as reminders, action items, customer interaction, or re-targeting. Some assistants allow for social media integration for live chat and as a publishing station for all potential outlets. These bots can be used to identify data within customers patterns and create segmentation that was previously unobserved. By leveraging these technologies, both internally and externally, marketing teams can make more informed decisions on campaigns, free up valuable time, and save money on ad campaigns.
7. Partnerships and Advocations
A key strategy in developing brand trust and awareness is through meaningful partnerships with other organizations. In today’s digital realm it is important that clients, partners, and marketing teams have a constant flow of information. Digital tools exist that enable companies to have access to the same information, provide a common online-workplace, and allow live content collaboration. Engaging in collaboration with other companies does not have to be stressful with the current available assets. Partnerships also allow a unique opportunity for marketing departments and teams to work together. Marketing teams can compare data, help each other with audience creation, and brainstorm on content. If the collaborative project is successful, the companies should advocate the work and success.
According to a Hubspot report, 54% of companies say partnerships account for 20% or more of company revenue. The same report mentions how co-marketing is another valuable resource and 11% of marketers believe that partnership-posts are their most interacted with content. Working together on promotion strategies leads to outstanding results and saves money on advertisements. Utilizing your connections and success stories from past partnerships and brand advocacy, organizations will create meaningful long-term relationships and customers will ultimately build trust and awareness in your brand.
The landscape of digital marketing in 2023 and beyond continues to evolve. It demands a proactive approach to staying relevant and effective by employing best practices with the digital tools available. Artificial Intelligence is at the core of many of these digital assets. AI-driven analytics offers marketing leaders the advantage of real-time data visualization. By integrating AI into potential new search terms, customer trends, and collaborative business efforts, the menial tasks are becoming automated and freeing up teams to focus on precise campaigns or more content creation. Embracing these seven essential trends equips marketers with the tools to navigate the digital landscape with confidence, unlocking brand visibility and deeper customer engagement in the process.
