Digital marketing has become a powerful aspect of any business’s overall marketing and branding plan. New trends in digital marketing pop up every day, says Julian Narchet, a marketing and mass communications professional.
Some of these trends are sure to stay around, while others are bound to be fads that fade away quickly. Below are three digital marketing trends that will be relevant in 2023 and beyond.
- Catering SEO to Voice Search
People are using smart home devices such as Google Assistant, Alexa, and Siri at an increasing rate to not just play music or answer questions but to power their homes and perform everyday tasks.
These devices are not only here to stay; they’re likely to attract more and more users in the future as they become cheaper and integrate with various aspects of people’s lives.
Today, people commonly use these digital assistants to perform internet searches for them. Savvy companies understand this and cater their SEO to how people search via voice.
When people pick up a phone or sit down at a computer to search the internet, they type search phrases differently than they speak them to digital assistants.
If you’re searching for the closest pizza shop to your home, you might type a phrase like “pizza shop near me” or “pizza shop Miami.” If you’re asking your digital assistant to search for you, you’ll likely say, “Alexa, where is the closest pizza shop to me?”
When businesses produce content on their websites and social media pages and optimize them for SEO, they do so with these different search phrases in mind.
- More Engaging Messaging
Businesses are using AI and automation at an increasing frequency to help them streamline decisions, optimize processes, and make marketing more effective and efficient.
At the same time, consumers today desire marketing that is more personal and more conversational. Brands can integrate targeted messaging by using AI automation so they can engage with consumers while they’re visiting your website, for example.
This can be done through intelligent chatbots fueled by machine learning and natural language processing (NLP). This makes the process more “human-like” and allows consumers to have a real-time conversation with a business as they’re considering making a purchase.
- Interactive Content Leads to Data Collection
Building on the last point, consumers today desire to be a part of the process when they’re online. They like to interact with brands, and brands are responding by providing more interactive content.
Julian Narchet says there are innumerable ways businesses can integrate interactivity to improve the user experience and collect a massive amount of data points simultaneously.
Real estate agents, for instance, can add monthly payment calculators to their websites so prospective home buyers can better understand how much of a home they might be able to afford.
Other examples of interactive content include contests, surveys, polls, games, quizzes, and assessments.
About Julian Narchet
Julian Narchet is a marketing and mass communications professional, and a Communications Manager at the University of Miami. He has extensive experience in market research, academic research, research administration, social media, and public relations. He is passionate about making a difference in the lives of others through cooperation with non-profits and healthcare organizations.
