Digital Marketing: Four trends and a challenge for 2023
In a constantly evolving sector such as marketing and in an environment as small as Mallorca, it is essential to be up-to-date with news and trends to stay one step ahead and be able to differentiate yourself from your competition. That is why at Zink we have compiled some of the main online marketing trends that you should take into account for 2023.
- Social Media: real and platform-specific content
Social networks will continue to be one of the main commitments of digital marketing to promote and publicize brands and businesses. Companies have verified that social networks work, and have already integrated them into their marketing strategies.
Continuing from last year, in 2023 video will remain the star format, largely due to the success of Tik Tok. Also this coming year, companies will be committed to real content, much less edited like that of the new BeReal platform.
Another of the great trends for 2023 is the creation of original and unique content for each platform, because users use different networks simultaneously and expect different content adapted to each of them.
- Paid media: subscriptions, micro-influencers and native advertising
In any marketing strategy, advertising must be taken into account, both on social networks and on search engines. In the latter, the trends rarely change (Google Ads and Google Shopping continue to be fundamental tools), but in social media, a change in user behaviour regarding advertising content has been observed.
With a view to 2023, it’s important to consider that a growth in subscription models has been detected, in which the user pays to access exclusive content within the platform. Another trend that continues to grow is the commitment to micro-influencers, especially in the case of small businesses. These creators are more accessible and have a more segmented audience, so they allow you to reach more specific groups.
Regarding advertising content, a change has been observed towards native advertising and that which is integrated into each of the social networks in which it is broadcast (because running a campaign on Facebook is not the same as promoting an event on LinkedIn). By adapting to this, we achieve less intrusive and more reliable advertising.
- Event marketing: more face-to-face and sustainability
Now that practically all the restrictions of the COVID era have disappeared and everything is indicating that we are going to continue on our current trajectory, face-to-face events are back with force when publicizing certain products, company services or programs, associations or brands or organizing different conferences and training sessions.
As a result, it is expected that hybrid events will continue (adding the online option to face-to-face) and that when it comes to face-to-face events, more sustainable undertakings will be committed, such as a reduction of electricity consumption or the use of certain materials, such as documentation on paper or plastic containers.
- Design and UX: simplicity, accessibility and augmented reality
In digital marketing, graphic design and UX (user experience) are concepts that are traditionally linked, since design and brand image condition the perception of the user and the way in which they relate to the brand.
The design trends for 2023 could be summed up in clean shapes, primary colour palettes (not surprisingly, the colour of the year 2023 according to Pantone is Viva Magenta, a bright red) and a return to geometric compositions.
Related to virtual reality, 3D graphics are augmented as a way of adding depth, movement, and texture, giving a greater sense of realism.
Regarding the user experience, commitment to accessible, inclusive formats that include graphics with movements (which better capture attention) and the predominance of dark mode in the design interfaces will be prevalent.
- AI: trend and challenge
Finally, we find a trend that must be watched closely: AI (Artificial Intelligence), something that directly affects almost all fields of marketing and that represents a challenge for professionals in the sector as well as for companies and brands.
Advances in the development of this type of technology favour the use of AI in SEO (generation of meta descriptions or labels, search automation, etc.) or in the use of image-generating tools, which can even write content.
These new tools can be very useful, but you should not forget that, as we have spoken about previously, what users and consumers are looking for is personalized, original and unique content, therefore we recommend using automation in e-mailing or similar processes and let creative minds work with the support of technology.
If you have a business or company and want to reinforce your digital marketing strategy, do not hesitate to contact us and we will look over your case and help you implement the most appropriate trends for you and your business. Did you know about this news for 2023?
