2023. Seriously?! That’s a complex number to write, almost as complex as digital transformation.
I have to say that I did not expect 2022 to end in this precarious place for digital marketing.
What can we expect to see in 2023 as the recession and pandemic continue? How can digital transformation move forward in the toxic environment 2022 has left us with? How will business models, products and services, and business processes continue to evolve during the Covid-19 pandemic?
Here are seven digital marketing and social media trends in digital transformation that you will see enhance the overall customer experience:
Digital marketing spiked over the last couple of years due to the pandemic. Suddenly, the lack of in-person engagement forced every brand to reach customers online, and every person had to learn to use Zoom to speak with friends and relatives. The world opening back up, paired with a recession, could be a better mix for digital marketing teams. Less digital marketing is needed by some brands, while less money is available to support large teams. The digital marketer is also the customer service rep and the graphic designer. Digital marketing is familiar with this type of work that requires skills in many different areas.
Artificial Intelligence (AI)
As I wrote in my previous blog, AI will be a prominent digital marketing focus in 2023. Personalization via AI allows customers to feel like they are a part of your brand. From Gucci’s fashion metaverse to remote offices now virtually interacting on an entirely new level, artificial intelligence only ups the digital game. While I advise you to sit tight and learn more about everything you can about the metaverse before building your own, I also recommend getting your toes wet by finding ways to use low-level AI, such as Facebook’s and Hootsuite’s built-in chatbot. Machine learning is one of the simplest ways to get involved in digital transformation.
Digital Marketing ROI Like Never Before
My background in research makes me happy to see ROI continue to rise in the digital marketing scene. Brands investing in digital during a recession expect to tie a finite ROI to the money going out the door. Think about where you can prove ROI and invest there. Using lead form tools is one of the best ways to prove digital, especially regarding Google and LinkedIn ads.
Abandoned Social Media Networks
With lean resourcing and unsure ownership of social media networks, brands and people alike will abandon social media networks that have stopped adding value. Facebook is obsolete for brands wanting the eyes of younger generations, while TikTok is overtaking Instagram stories. Twitter is up in the air, and Mastodon and Discord are trying to pop into the digital transformation atmosphere. See my tips on what to do while Twitter is unstable here.
As social media networks remain in flux, watching influencer marketing and where the top influencers reach the most people will be essential. This year definitely leaves a place for influencer marketing in your digital marketing strategy.
Back to the Blog
Blog sites will regain popularity as social media takes more of a backseat in the digital marketing landscape. Blogs are sustainable and do not live or die by paid social media, even though it can lift them. A blog supplies one of the best organic platforms to raise brand awareness and drive leads and conversions. A blog shared all over Facebook, and Instagram can help combat a lack of engaging content.
My latest post in PR Daily focuses on the most significant changes to look out for in GA4. I had a client recently announce that they decided not to transition to GA4 come July 2023. While we all would like to say that’s true, GA4 is not an option, it’s mandatory, and you want to ensure you are on the right part of the transition. Still, I highly recommend working with a consultant and starting yesterday on your company’s evolution. In case it was not clear enough, GA4 is replacing Google Analytics. If you want data in July, you must start the change now.
Low-code, No-code Tools
This is music to someone’s ears! To advance digital transformation, more tools will create solutions in 2023 that allow customers to edit/create without code or using a simpler version. These simple tools allow marketers to bridge the gap between their creative and technical skills. Invest in these tools as they will speed up your work, and you will be less likely to make mistakes often made when coding.
While traditional marketing has its place, digital technology complements its messaging and brand identity to reach an even larger audience. While the digital landscape is unpredictable, these seven trends will bubble to the top of the unpredictability this year. Digital trends tend to come and go, but these seven are rooted in the core of social listening and digital transformation strategies.
Regardless of what is happening in social media marketing, digital marketing will always have its place in online marketing.
-Marji J. Sherman