Digital marketing is on the list of the key success factors for businesses in 2023, no matter whether they are eCommerce, brick-and-mortar stores, or SaaS startups.
72% of overall marketing budgets are allocated toward digital marketing channels. Global digital advertising spending has grown rapidly, being estimated to reach $681.39 billion in 2023.
With the growing importance of digital marketing, companies and marketers are wondering about a wide range of issues. What trends will be relevant in 2023? Which marketing tools to prefer this year? What will consumer behavior look like? Which strategy to choose? Having outstanding experience and expertise in the sphere of digital marketing, Promodo specialists shared their digital marketing recommendations 2023.
By the way, we have already separately covered all SEO digital marketing trends. It’s definitely worth reading!
And now, let’s get to the digital marketing recommendations in 2023!
Business conditions are changing rapidly, creating new challenges for companies. That is why industry and market analyses are on the list of key success factors in 2023. A brand, if it is aimed at long-term existence, should be based on customers’ values and motives, drivers and barriers, current tasks, and challenges. To do this, marketers should take into account changes in the consumption situation, context, and tasks that the brand helps to solve.
“In order to remain interesting for the consumer, it is necessary to revise the price, product, or communication approach in time. For this, we recommend using qualitative and quantitative research”.
Kateryna Husachenko, Lead Strategist at Promodo.
At the same time, you should also understand what competitors are doing: how and through which channels they communicate, what products they launch, what they change in the service, what additional benefits they offer, and how the customers react to them. This information will help to timely adapt your own business to the current state of the market.
Just look at the case study on how effective R&D of external analysis can benefit a successful new business launch to the market.
Provide your brand’s presence on platforms used by the consumers, such as social networks or marketplaces. Make your own platform convenient for everyday use — have a web and mobile version, connect chatbots and live chats, and make them work offline as well.
“Regarding the speed and quality of communication with customers, conversational marketing is an absolute trend in 2023. Chatbots and Live Chat allows you to interact with visitors here and now using specially customized messages and artificial intelligence. Also, in the context of communication with consumers on the site, I recommend setting up informers. They make it possible to inform the user about news, new arrivals, promotions, and activities. It is best to place them not as an ordinary pop-up window, but in the form of content that “follows” the customer”.
Svitlana Fursa, Head of the Retention Marketing Department at Promodo
With the rapid development of technologies and innovations, more and more manual processes are substituted with artificial intelligence. Neural networks are likely to make a remarkable contribution to digital marketing in 2023.
“I think the use of neural networks in SEO is the next global stage of development and changes in digital marketing approaches. Today, the neural network can make decent text and images. Perhaps, we will see something similar with video content in 2023. Google will have to put a lot of effort to restrain the flow of generated content”. Maksym Kopilchenko, Head of SEM Department at Promodo
It will be interesting to observe the development of content generation with the help of AI this year. Some businesses have already implemented neural networks for simple content generation, For example, the Washington Post has been using AI to generate templated content like sports scores and crime reports for over two years. However, currently, no AI is capable of producing quality content for a blog or long reads close to the level needed to rank in search.
Even though you cannot surprise anyone with social media for brands on Facebook, Instagram, or Twitter, it’s about high time to consider creating corporate pages on other social media platforms. TikTok, WhatsApp, Telegram, and other networks are being adapted to the needs of businesses.
TikTok’s audience has grown rapidly. In 2023, the number of global users is estimated to reach 834.3 million, which also tends to stable enhancement. At the same time, the average global user spends 23.6 hours per month on TikTok, which is the highest time using an app. In spite of being the fastest-developing social media network with video content, TikTok has also become a promising platform for digital marketing.
TikTok keeps improving its ranking algorithms and opening advertising tools for users in many countries. It benefits the businesses’ content distribution and enables companies in different regions of the world to promote themselves to the local audience. Take the chance to implement TikTok as a social media for business in your region.
Telegram is another social media for brands that should not be neglected as a digital marketing trend 2023. With the platform now boasting 700 million monthly active users, incorporating Telegram channels into marketing strategies is becoming an increasingly attractive option for professionals.
At the same time, estimating Telegram as a social media platform for business, it’s important to note that it has a very high entry threshold due to high budgets. The issue with the platform’s accessibility can be solved either by lowering the entrance threshold or by the appearance of sellers who will establish a connection with Telegram.
“Let’s suppose that such a seller will be ready to sell advertising on the platform in smaller, more profitable packages to agencies and direct clients. In this case, the use of this channel will be possible,”
Yuliya Chub, Head of the PPC Department at Promodo
One of the main Telegram peculiarities for digital marketing is absolutely different algorithms compared to those that social media platforms have. For example, traffic to Telegram is actively generated through other social platforms. At the same time, Telegram provides a wide range of benefits for marketers and brands:
In 2023, we should definitely expect new products and improvements to those tools that already exist. It makes sense to bet on Google Performance Max.
“If you are new to Performance Max, I recommend testing it out. We have been using it since its release, and we literally watched firsthand how it improved with each update.”
Yuliya Chub, Head of PPC Department at Promodo
It’s interesting to read in our case study about how switching to Google Performance Max brought Eldorado.ua +58% profit in the first month after implementation.
People value the brand’s corporate social responsibility and ethics even more in 2023. For instance, 85% of consumers have a more positive image of a product or company when it supports a cause they care about. As a result, 89% of marketers plan to invest in social responsibility content in 2023. We highly recommend being in that 89%! It can not only increase the customers’ loyalty but also enhance the sales and revenue of your company.
It’s definitely not the full list of important digital marketing advice to follow in 2023. You need to develop your own strategy which considers your business environment, goals, values, resources, capabilities, and many other factors.
If you need help with professional data-driven digital marketing, schedule a consultation with our experts.
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