It's 2023 (Happy New Year!) and we've been thinking about what that means for digital marketing. Some of these trends have already started to take hold and it's important to stay ahead of the curve. Here are a few 2023 digital marketing trends and how to prepare for them.
1. Multisearch Technology
First is Google’s Multisearch technology. It makes it easier for users to find what they want by refining the search with colors, brands and other attributes.
In the example below, I'm using Google Lens to capture an image of ceramic mug with a tea bag.
Once I click Search, Google provides relevant results. These range from where to buy a similar mug to restaurants near me that sell organic tea.
Taking advantage of this powerful tool will provide users an enhanced experience. Not to mention, it will give you an edge over your competitors. Implementing multisearch in your campaigns can also help you create engaging content. Start looking for multisearch tools that can integrate with your existing marketing efforts.
2. An Analytics Reset
We've talked a lot about the migration from Universal Analytics to GA4 over the last several months. GA4 is Google's next generation of tracking and analyzing user data. GA4 encourages marketers to look at attribution in a comprehensive, modern way. For example, UA tracks page views in separate properties, while GA4 tracks both web and app data in the same property. This better aligns with the search behavior of the modern user. Using artificial intelligence (AI), GA4 prioritizes user events, privacy, and better cross-domain tracking.
GA4 provides insight into what resonates and how users engage with your website. Its tools will help marketers better understand the customer journey. Start familiarizing yourself with GA4 to take advantage of its features.
3. Investment in Short Videos
Thanks to the rise of social platform TikTok, short videos are only growing in popularity. Short, 60 second or less, videos are great for engagement. They're more digestible, entertaining, and suitable for more uses than longer-form content. Using TikTok, Instagram, and Snapchat, you can create attention-catching content. Remember to follow each platform's rules and create content appropriate for your audience.
4. More Understanding and Concern with Privacy
Privacy continues to be a major concern for consumers and organizations alike. As regulations and user expectations increase, it's important to stay up-to-date with protocols. To stay ahead of the curve in 2023, review your current policies for data collection, storage, and use. If necessary, revise your privacy policies to comply with the latest privacy guidelines. Also, make sure that all members of your team understand and abide by these policies. By taking these steps, you can protect customer data and build trust with your users.
5. Multi-generational Marketing
It's difficult to communicate with audiences that consist of many generations. Baby Boomers, Gen X, Millennials and Gen Z each have unique characteristics you need to consider. When it comes to fundraising, nonprofits must be transparent. Connect with your audience in as many ways as possible, whether that's via website, social media, phone or direct mail; create segmented campaigns present solid arguments, and keep web accessibility in mind.
Also, invest in data analytics tools like GA4 to better understand multi-generational users and determine the most effective marketing tactics. With the right foundation, nonprofits can build stronger relationships with multi-generational customers.
6. A Focus on E-E-A-T
E-A-T, now E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), will remain a key ranking component in 2023. Following E-E-A-T guidelines will ensure your content ranks well in search engine results. Depending on your industry, focus on content that aligns with your experience. Write what you know! This will help you to establish yourself as an expert in your field, and eventually an authoritative source. Always provide expertise and cite reputable sources to support your content. Then, provide accurate information and be transparent with users about how you store and use their data.
7. Social Media Shake-ups
This year will likely bring big changes to the world of social media. Twitter may or may not stay on the scene, and new platforms such as Mastodon and Post are gaining popularity. Familiarize yourself with the major social media players. Take note of what resonates with customers and how users engage with your content.
Keeping up on digital marketing trends will ensure that your organization is ready for whatever 2023 has in store. If you need digital marketing help, contact us today!