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23.01.2023 12:28:00

Conversational marketing, artificial intelligence, metaverse and inclusiveness: marketing trends for 2023

Conversational marketing, artificial intelligence, metaverse and inclusiveness: marketing trends for 2023

We live in the age of marketing transformation, where technology is smarter, the line between real and fictional is blurred, and zoomers are changing the standards of consumer experience. Digital trends for 2023 show: those who are ready to change and try new things often win.

Unlike many professions, where it is enough to learn once and then use knowledge in practice until retirement, being a marketer means managing changes. A 15-year-old ticktoker can achieve more than a professor with 30 years’ experience. Digital marketing is a space of opportunity, where the winner is the first to notice and use new trends. So what will be popular in marketing in 2023? Genius Space has gathered 8 digital trends that are considered the most promising this year.

1. Artificial intelligence

Artificial intelligence has been recently gaining popularity in marketing in recent years. And this is not surprising: AI ensures more quick and accurate understanding of customer behavior and motives, optimizes customer path, and thus improves business outcome.

The main advantages of artificial intelligence are the following:

- Ability to better understand customers and identify the best messages, tools and creative opportunities to achieve better outcomes;

- Finding ways to save money on marketing campaigns through optimization of advertising and costs;

- Release of time. Another plus of artificial intelligence is automation of routine marketing tasks. You can easily delegate data collection and analysis to smart systems and focus on creative marketing strategy. This approach allows you to quickly test hypotheses and maximize digital return on investment.

One of the absolute leaders in the correct use of AI tools is Google search engine. If you enter vitamins, it shows you answers to the most popular questions about vitamins. At the same time, it doesn’t show similar questions: when unfolding the answers, you seem to be reading a structured mini article.

How to use the tool?

If even 5 years ago AI was associated with something extremely complex and expensive, today smart tools are clear and accessible to almost everyone in the marketing world. Among the most popular marketing tools are chat-bots, digital assistants and natural language processing (NLP).

We chose 3 popular and affordable AI-based tools worth adding to your portfolio:

- Jasper Artificial Intelligence that can create text content for online pages, blogs, social media pages, etc. It monitors the whole Internet, so bypasses any plagiarism. Knows more than 25 languages and can quickly generate texts on absolutely any topic. To write an article, it’s enough to enter a title and subtitles, and the system will choose the appropriate content;

- Smartly.io that contains a huge number of marketing templates and allows you to create advertisements in different formats. It reduces manual operations for launching and editing paid campaigns and collects quality analytics;

- Xineoah that provides product recommendations, pricing solutions and demand forecasts based on customer actions and preferences. It predicts customer behavior to help companies improve their service.

2. Marketing automation

According to Emailmonday polls, 74% of marketers say that automation helps them save time on report preparation and analytics. Only due to the use of publication scheduler for social networks, a marketer saves about 6 hours per week.

But perhaps the most important benefit for digital marketing is consumer loyalty growth. After all, only a small part of users are ready to buy at the first touch.

Before making a purchase, people pass 3 main stages:

- TOFU / Awareness. People learn about your company through advertising, SEO, newsletters;

- MOFU / Review. People study your company: read posts and articles, watch videos, look for feedback;

- BOFU / Decision. People compare several companies and make purchase decisions. Special terms and limited offers are very effective at this stage; potential customers receive them via SMM, messengers, letters and push messages.

How to use the tool?

In marketing, you can automate anything:

- Customer movement through your sales funnel;

- E-mail marketing: setting up web forms, autoreplies, automatic chain of e-mails depending on customer actions, automatic reports;

- Social networks: content posting, planning and monitoring; data analysis;

- Workflow: elimination of human factor from business processes;

- Marketing analytics: visualization and definition of patterns in market and customer data;

- Administration of loyalty programs, etc.

Write down marketing department’s tasks and think about what can be automated: from posting to global cross-channel marketing strategies. The less you get involved in the routine, the more time will be left on digital marketing strategy.

3. Metaverse

Nike is developing a digital world together with Roblox, and Nikeland users can get into a copy of the company’s headquarters. Lego decided to develop a digital universe for kids together with Epic Games, and Gucci released the first virtual sneakers. It seems that the metaverse is marketing of the future, but it is smoothly moving into the present in 2023.

How to use the tool?

In 2023, every marketer should answer to 4 questions:

- How can my brand be presented in the metaverse?

- How can I track the behavior of my target audience in the metaverse?

- How can I advertise in the metaverse? (for example, on virtual bigboards)

- How can I provide services to companies that work in the metaverse?

For example, Single Grain digital marketing agency has already expanded its range of activities. Today they are creating custom strategies for metaverse promotion to increase brand recognition and loyalty. Among the agency’s customers are Amazon, Uber, Airbnb, Lyft, Fujitsu and Drift.

4. Conversational marketing

A year ago, statistics showed that 67% of customers wanted to receive a response from a company within 24 hours. Today, there are 85% of such customers. People are looking for ‘here and now’ solutions, and if they don’t find it at yours, they will go to others. Conversational marketing – real-time communication with customers via website dialog box, messengers or special applications – is just a real salvation. Both live and pre-configured (chat-bot) communication can be used.

How to use the tool?

Analyze customer path and make sure that customers can contact your company and receive an immediate response at each communication point. Use communication window as a stage of warming up potential customers in your digital marketing strategy.

You can send them:

- Personalized videos;

- Personalized e-mails;

- Quizzes that help with selection of suitable products, etc.

5. Voice search

Zoomers are the first generation to grow on Internet technology. They appreciate dynamic and innovative platforms and admire interactive marketing elements. They are fans of Google Lens (that recognizes objects when pointing a camera at them) and look for an easier and faster ways to achieve their goals.

How to use the tool?

All you need to do is customize your SEO optimization for voice search. According to Google, the accuracy of voice search is over 95%.

You need to control the following elements:

- Turn ‘robotic’ keys into conversational ones. Digital marketing strives for humanity, so it’s time to add conversational queries to your pages. ‘Robotic’ query: the best pasta to order in Kyiv. Conversational query: what are the restaurants serving the best pasta in Kyiv?

- Use low-frequency queries. Voice queries are usually longer than text ones. Google doesn’t need to see them in H-tags to use them in voice responses: they can be removed from any part of your content;

- Use keywords as questions. Focus on question phrases: what? where? when? how? who? You can use Answer the Public to list such phrases.

6. Short videos

Machine learning tools are now actively testing in marketing. They convert album videos into square or vertical formats depending on how someone is watching YouTube. In 2023, the solutions will enter the market. The popularity of TikTok and Instagram Reels in marketing will only grow.

How to use the tool?

Digital marketing of 2023 requires video content. Shoot Instagram Reels and TikTok videos. If you don’t have any experience with these platforms, just register and watch. This way you’ll develop a look and learn about the platforms’ trends. Short videos are a proven way to get into the hearts of zoomers in their natural habitat.

7. Google Analytics 4 and SEO

2023 is a year when your Google Analytics certification will be no longer relevant. On 1 July 2023, GA4 will completely replace Google Analytics Universal.

GA4 is a new resource for assessing advanced technologies for tracking business performance.

This updated version works on the basis of machine learning and improves each stage of the classical analytics:

- Deep analysis of path to purchase with the use of combined marketing data from website and application;

- Event-based rather than session-based data;

- Privacy settings: cookieless tracking and conversion modeling;

- Marketing forecasting and building recommendation system without any complex models;

- Direct integration with media platforms to stimulate user actions.

In Real Time Report, you can see geography, page views statistics and event achievement on a single screen. Search algorithms will be also changed. In 2023, artificial intelligence will be even smarter. Websites having the best answer to customers’ questions rather than many backward links and the exact keyword in meta title will be promoted.

How to use the tool?

Configure GA4 to better meet your business challenges.

Configuring the updated analytics is easy:

- Click Admin tab of ordinary analytics, choose Update to GA4;

- Click Start and create a resource;

- Copy ID, which starts with G-;

- Choose a ready-made installation for Google Analytics: GA 4 configuration in the tag manager;

- Save.

By the way, GA 4 beginners can choose Settings Assistant: this option will help with settings and give some tips. And don’t forget about the relevance of your content! Make sure that users will find answers to all their questions and increase your chance to be in the top of search results.

8. Inclusive marketing and alignment with global goals

In 2023, people want you to consider their features and make them partners in achieving sustainable development goals. Inclusive marketing is company’s marketing activity that targets groups of consumers with cultural or physical differences. And this is one of the main trends of digital marketing.

How to use the tool?

When developing marketing messages, think about inclusiveness. Make sure your website is adapted for users with low vision. Adapt your offline store space for customers with disabilities.

Whatever you do, show people that you respect them for who they are, and they’ll become loyal fans of your brand. Don’t forget to broadcast your mission through marketing channels. If you allocate a part of your income to charity (it’s now more a rule than a feature in Ukraine), do not be modest. Tell people about it and let them join your mission. The same goes for sustainable development. People want to be part of something important.

Source: rau.ua

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