Top 6 Digital Marketing Trends to Watch Out for in 2023

Digital marketing trends constantly evolve. Over the years, we’ve witnessed new technologies emerge and tactics constantly being developed. 2023 will not be an exception. It is important for businesses to stay up to date with the latest trends, technologies and best practices and to be willing to adapt and evolve their strategies as needed to stay ahead of the curve.

2023 Digital Marketing Trends

So what are the top digital marketing trends in 2023? Picture a digital era where data and creativity intersect, and artificial intelligence integrates seamlessly with human insight, altering our strategies to establish connections, captivate audiences, and improve conversions.

How are these progressive trends reshaping the commercial landscape and influencing customer relationships with businesses in 2023 and beyond? Are we prepared to navigate these evolutions and leverage the strengths of digital marketing for the future? Let’s delve into these questions and discuss the emerging digital marketing trends that will shape the marketing world in 2023 and beyond.

1. Personalisation

According to McKinsey & Company, 71% of consumers expect companies to deliver personalised interactions, and 76% get frustrated when this doesn’t happen. 

As more and more businesses compete for customers online, the ability to personalise marketing messages and experiences will become increasingly crucial. People expect their favourite brands to “know” and engage with them accordingly. Personalisation can be achieved through data and machine learning to create effective targeted campaigns and offer personalised recommendations that meet their target audience’s needs and interests. Not only does this improve user experience, but it also improves brand reputation.

See also Personalisation: How to Win With Tailored Customer Experiences

2. Interactive Content

As the digital landscape evolves, brands leverage interactive content—like quizzes, surveys, and games—to deepen their engagement with audiences. Such content goes beyond passive consumption, allowing users to participate and actively shape a unique narrative with the brand. Whether it’s quizzing to gain valuable insights into user preferences, surveys pinpointing customer satisfaction levels, or games enhancing brand loyalty, interactive content fosters memorable experiences and useful data collection.

Expect an upsurge of brands integrating interactive content into their marketing strategies in 2023 and beyond. This trend is driven by the ability of interactive content to increase engagement, improve search engine rankings, and help businesses distinguish themselves in a crowded market. With the metaverse evolving and immersive experiences becoming the norm, gaining proficiency in interactive content is not just one of the digital marketing trends that will disappear; it is a necessity for brands aiming to remain relevant and competitive in the dynamic digital world.

3. Artificial Intelligence & Machine Learning

ChatGPT took the world by storm when it launched, and people discovered its immense potential, even in its infantile stage. AI and machine learning in marketing will likely continue to grow, with technologies like chatbots and recommendation engines becoming increasingly sophisticated. AI is enhancing the intelligence of marketing strategies, facilitating the connection between consumers and the specific products and messages that are most relevant to them.

“The playing field is poised to become a lot more competitive, and businesses that don’t deploy AI and data to help them innovate in everything they do will be at a disadvantage.”

Paul Daugherty, chief technology and innovation officer, Accenture

As the next big thing in human technological advancement, the artificial intelligence revolution cannot be ignored. These technologies can help businesses automate specific tasks, improve content quality and SEO, personalise customer experiences, and make more data-driven decisions. AI is certainly one of the more interesting emerging digital marketing trends to keep an eye out for.

4. Shot-form Videos

The human brain responds to and processes images 60,000 times faster than text, as 90% of the information transmitted to the brain is visual. Visuals alone have a retention rate of 35% after 72 hours, while audio-only communication has a retention rate of 10% in the same period. However, combining the two yields a retention rate of 65% after the same period​​, making videos the most potent means of communication. This explains why video is an increasingly popular format for content.

With the rise of AI usage in content creation, video content is more likely to grow in importance and popularity in the coming years as it incorporates elements of authenticity and humanness. This includes live and pre-recorded videos and can be used for a wide range of marketing purposes, from product demonstrations to brand storytelling, making short-form video platforms like TikTok more relevant.

As we enter 2023, it would be a huge oversight for any seasoned marketer to ignore video content. So, broadcast spots, digital OOH placements, social ads, OTT, and countless other channels will become increasingly invaluable to marketing success. 

5. Social Media Marketing

In a finding by Statista, 37.9% of survey respondents maintained that they had made a purchase after seeing a social media advertisement. Although ROAS on social media marketing has dwindled in the past year due to the slow death of 3rd party cookies, social media platforms will continue to be an important marketing and customer engagement channel.

To take full advantage of digital marketing trends in 2023, businesses must stay up-to-date with the latest features and trends on platforms like Facebook, Instagram, Twitter, LinkedIn and TikTok to effectively reach and engage with their target audiences.

6. Influencer Marketing

Influencer marketing is social media marketing that uses endorsements and product mentions from influencers—individuals or organisations with expert knowledge or social influence in their field. The power of influencer marketing comes from the trust and authenticity they have built with their followers and their rapport with their audience.

As one of the digital marketing trends in recent years, influencer marketing is expected to continue growing in popularity as social media use continues to rise. However, as the industry matures, businesses must be more strategic in their influencer partnerships, carefully selecting influencers who align with their brand and can effectively engage their target audience. It’s about more than just the size of an influencer’s following but the quality of their engagement and the relevance of their audience to the brand’s target market.

One thing is certain; when it comes to digital marketing trends, 2023 will not be boring. People have become online natives. So gone are those days when “anything goes.” People know what to expect. But most importantly, they demand the best. So, 2023 digital marketing trends will mostly be driven by people’s demand for better optimised, more human and personalised online experiences. The question is, how much will you use this to your advantage?