The past year has undoubtedly impacted the world in several ways, bringing us both positive news, like the end of the COVID-19 pandemic, and new issues to address in the future. Major problems like inflation are now disrupting the global economy, while the ongoing conflict in Ukraine is also affecting people around the world. These ongoing global issues are likely to disrupt the daily lives of people in numerous countries around the world in 2023, and they are also likely to reshape the business strategies of most companies.
In the field of digital marketing, new trends seem to be emerging in response to these challenges. These strategies will likely provide companies in the US and abroad with new ways of turning their current obstacles into future business opportunities.
Creating Interesting Content
According to Search Engine Land, Google has updated its quality raters guidelines and helpful content system, making interesting and helpful content vital in 2023. From now on, marketers should make sure that their content is not only easily available online, but also relevant, educational, qualitative, accurate, and experiential. Search engines like Google, Bing, and Yandex will favor the companies that provide high-quality and helpful content to their audience. That is precisely why marketers in the US and abroad should work on creating captivating content to improve their brands’ online presence.
Meeting All Representation Needs
2023 should probably start with a creative refresh. According to Google, that means focusing on diversity and inclusion. Marketers should analyze the areas of inequality and underrepresentation in their current strategies and try to develop better ones that reflect current realities. Authors Amy Brown and Branimir Iossifov advise marketers to be considerate in challenging stereotypes, especially when it comes to working with businesses in and around the Middle East and North Africa. Marketers should devote their time to understanding and reflecting on the local nuances concerning each country or region.
Focusing on Customer Retention
According to Forbes magazine, prioritizing customer retention is one of the most important marketing trends to watch in 2023. Elizabeth Shea, Executive Vice-President in charge of Public Relations at REQ, explains that, while numerous companies are focusing on finding new leads and converting them into customers, businesses should pay more attention to consolidating and further developing existing client relationships. Not only is customer retention an easier and more cost-effective strategy at times, but it also brings additional benefits. Shea believes that customer success positions will become increasingly significant for marketing departments.
Understanding the Evolution of e-Commerce
There is no question that the COVID-19 pandemic has disrupted the daily lives of people everywhere and greatly changed their shopping habits. As social distancing rules and lockdowns prevented people from shopping in physical stores, online sales increased in the US and abroad. While e-Commerce has been one of the few industries that thrived during the healthcare crisis, its growth in 2023 and beyond will most likely prove to be a more complicated endeavor. According to Insider Intelligence, where and how consumers buy their favorite items will continue to change in the near future.
Building Positive Emotional Connections
According to the recently released TikTok What’s Next Report 2023, building positive emotional connections with target audiences is now extremely important. Among the TikTok users who also took off-platform actions as a result of using it, 90% stated the social media app makes them happy and that activity on the platform is never dull. Marketers should probably focus on creating interesting social media content for their brands this year, while also collaborating with influencers and content creators who are known for creating engaging content themselves.
Using Email Automation in 2023
Emails are certainly one of the most influential digital marketing channels when it comes to delivering messages and converting current leads into future customers. Email automation is not only a powerful marketing tool that helps marketers send their messages to a specific group of people at the perfect time, but it is also a vital tool in 2023. According to a recent study, 64% of the marketers surveyed said that email automation is a major trend this year. Other critical aspects marketers should consider when creating their newsletter campaigns include mobile-friendly design and pushing email personalization beyond the clients’ names.
Creating a Gen Z Customer Base
According to Independent Banker, one in four Americans is now part of Generation Z or Gen Z, making this generation increasingly important for American businesses, brands, and marketers. However, Gen Z people, also known as zoomers, are more digitally savvy than previous generations, and they are also financially independent online. Marketers should know these and other facts about zoomers, and work to establish a Gen Z customer base that focuses on this generation’s unique characteristics.
