Top Digital Marketing Trends to Know in the Back Half of 2023
In the dynamic world of digital marketing, staying ahead of the curve is essential for businesses to thrive. As we enter the back half of 2023, you’ll want to keep your thumb on the pulse of emerging trends that can shape your marketing strategies.
Most of these trends aren’t necessarily new, but they are becoming more popular, and now is the time to jump on them if you haven’t already. They’ll be crucial in the coming months to gaining more brand awareness and increasing engagement before we enter 2024.
In this blog post, we will delve into 6 key digital marketing trends that businesses should be aware of in the back half of 2023. By embracing these trends, you can position your brand for success in the ever-evolving digital landscape.
AI and Machine Learning
Artificial Intelligence (AI) and Machine Learning are revolutionizing the way businesses operate on a daily basis. This is especially true when it comes to marketing efforts.
In the latter half of 2023, leveraging generative AI will be instrumental in optimizing your marketing campaigns. AI can analyze vast amounts of data to provide valuable insights, automate repetitive tasks, and personalize customer experiences.
Additionally, AI is continuing to make the world of content marketing more accessible to small businesses that may have limited internal resources. With AI tools like Jasper.ai and ChatGPT, you can quickly churn out search-optimized, engaging content.
But don’t forget, the easier it gets to generate content with AI, the more companies will be using it. That means you’ll want to set yourself apart with niche topics, original data, and fresh content directly targeted to your desired audience. However, since these tools are trained based on all inputs, be sure to avoid entering and proprietary or confidential information in your prompts.
Over the next 6 months, AI and Machine Learning will continue to enhance efficiency and customer engagement with marketing, which means you need to hop on the train now.
TikTok and Other Video Content
Video content has experienced exponential growth in recent years, and with over 1 billion users, TikTok has played a significant role.
As we get to the latter half of 2023, integrating video content into your marketing strategy is no longer an option but is a necessity if you want to capture your audience's attention.
TikTok's short-form, engaging videos have captivated a wide demographic, making it an ideal platform to connect with younger audiences (nearly half of all TikTok users are under 30 years old).
Additionally, other platforms like YouTube and Instagram continue to be popular for sharing video content. In many instances, you can create short-form videos and share them across multiple platforms like TikTok, Instagram, Facebook, and YouTube to engage with different audiences.
Embrace the power of video to tell your brand's story, educate, entertain, and engage your audience.
Social Responsibility and Transparency in Marketing
Consumers are increasingly demanding social responsibility from brands. Over the next 6 months, businesses should embrace activism and transparency, especially on social media platforms.
In fact, we found that 50% of consumers are more likely to patronize a business that supports non-profits or other charitable organizations—a figure we expect to rise.
This involves taking a stand on social and environmental issues, demonstrating your brand's values, and supporting causes aligned with your audience's interests.
Additionally, transparency is becoming more and more important when it comes to engagement, especially for small companies looking for brand loyalty from their existing customers. With 86% of Americans saying transparency is more important than ever before, now is the time to focus on creating a sense of honesty and authenticity around your brand.
To ensure you are staying authentic, we recommend focusing on purpose-driven marketing, sharing authentic stories, and being open about your business practices to build trust and loyalty with your audience.
In the attention economy, grabbing and maintaining your audience's attention is crucial. That’s why interactive content will be a game-changer in the latter half of 2023.
Interactive elements like quizzes, polls, calculators, and virtual walkthroughs make content more engaging and encourage active participation.
The concept of adding visual content to your marketing materials is age-old, but working to make those elements engaging will take your content to the next level. Consider creating engaging infographics (sometimes called “engagographics”) to stand out from the crowd.
By incorporating interactive content into your digital marketing efforts, you can boost user engagement, gather valuable data, and create memorable brand experiences.
Influencer marketing has become a key marketing strategy for many businesses, and it continues to evolve. As we enter into the back half of 2023, we’ll continue to see the influencer-marketing sphere shift towards authenticity and long-term partnerships.
Micro-influencers, who have smaller but highly engaged followings, are already gaining prominence. These influencers are typically defined as someone with between 10,000 and 100,000 followers on Instagram or 10,000 and 500,000 followers on TikTok.
Micro-influencers usually have high levels of engagement and a dedicated group of followers that are loyal to their brand and content, which can be a great resource for your marketing strategy.
The key to working with micro-influencers is finding someone whose follower base aligns with your ideal customer.
Remember, authenticity is key, as audiences crave genuine connections with influencers and brands. Build relationships with influencers who align with your brand values and focus on creating meaningful, long-term partnerships to establish trust with your target audience.
VOICE SEARCH OPTIMIZATION
With the rise of voice assistants and smart speakers, voice search is rapidly gaining popularity. In fact, 72% of people who are aware of voice-enabled products reported using the tool at least once.
In the latter half of 2023, optimizing your digital marketing strategies for voice search will be crucial for improving visibility and reaching a broader audience. Voice queries differ from typed searches, so focus on long-tail keywords and conversational language.
For example, when someone is searching on the web for a plumber in their area they will likely search the simple phrase “plumber near me.” But with voice search, a person is more likely to use full sentences with casual wording like “Where is a nearby plumber?”
Optimizing your content for these longer, grammatically correct searches will help you connect with the increasing number of people who are using voice search.
Ensure your website is mobile-friendly and provides concise, direct answers to commonly asked questions. Voice search optimization will help you stay relevant as technology advancements continue to reshape our digital landscape.
As we look toward the latter half of 2023, it's crucial for businesses to stay informed on the top digital marketing trends that will continue to shape the industry.
From AI and Machine Learning to voice search optimization, these trends present exciting opportunities for businesses to connect with their audience, enhance engagement, and drive growth.
By embracing these marketing strategies, you can position your business for success in the ever-evolving digital landscape of 2023 and beyond. Stay ahead of the curve, experiment with new approaches, and leverage these trends to propel your digital marketing efforts to new heights.