Digital marketing has come a long way in the last 12 months. Customer data is more challenging to track, ad spend demands have increased in the wake of those data restrictions, and new tech (hello, blockchain and metaverse!) has opened a wealth of multi-dimensional marketing opportunities. 2023 is shaping up to be a bigger-than-usual year of digital marketing trends – here are the main ones to know about to stay ahead of the game.
NFTs
From a concept that was widely ridiculed not that long ago, NFTs are being taken seriously by companies as diverse as Starbucks, TIME magazine, Adidas, the Australian Open and Gucci. In short, they’re here to stay. NFTs are built on a foundation of purpose and community, and are increasingly being used by brands for loyalty programs. This makes sense: if people are paying for a brand’s NFT, they are literally invested in being part of an active community. NFT collectibles are still very much sought-after – as Warner Bros DC’s recent drop of DC3 comic NFTs recently demonstrated.
That said, for many businesses where collectible assets aren’t a suitable fit, utility should be the focus. To build community you need NFT holders that will retain their digital asset long-term and reap the rewards of increased value when it comes time to sell. Brands that create gimmicky NFTs with no value soon learn that fans will not only avoid, but will spread the word for others to follow suit.
Zero-party data
This is one of the marketing trends of 2023 that will surely impact everyone – from consumers to digital marketers to multi-billion-dollar corporations. People are growing increasingly wary of sharing their data online with organisations who may – or may not – have thorough security measures in place.
Constant restrictions on advertising and users opting out means it can be hard to capture useful data. So, how to get the audience insights? In lieu of asking customers to provide data, which could be hacked or shared without permission, brands are coming up with interactive ways that people want to share their data willingly. Some cool trends we’re seeing include:
- Odyssey, a metaverse created by Starbucks for their loyalty members. In this exclusive space, customers can take part in online games, surveys, and quizzes, allowing the brand to capture relevant information from quality leads.
- Messenger marketing – automated software turns social media engagement into conversions and allows zero-party data capture. This ain’t your grandma’s chatbot: intuitive and interactive, messenger marketing has a natural home with clothing and entertainment brands
Social ads (yes, they're still important!)
The changes introduced by Google Ads and Meta have made our jobs harder than they were even six months ago. Users leave platforms in droves when there is controversy or uncertainty while other platforms aren’t the behemoths they once were.
In fact, while 93% of digital marketers use Facebook for marketing, just 10% use TikTok. So, instead of competing with most brands and corporations around the world, it makes sense to go where there is less click competition.
It’s a similar sentiment for paid ads strategies. In 2023 it’s worth considering some other players such as:
- Spotify: Spotify users are a particularly engaged cohort, especially among Gen Zs. In the first quarter of 2022, they played more than 578 billion minutes of music on Spotify — more than any other group.* If your product or service is targeting Gen Zs, Spotify is where you need to be.
- YouTube: The second most popular website globally, YouTube boasts in excess of 2 billion active users every single month. If your business or client doesn’t already have a YouTube channel they really should. If they’re only interested in advertising that’s also great because every age and demographic accesses YouTube all day every day. Find out more about YouTube advertising here
Short videos
Don’t underestimate the power of short, power-grabbing video. Brands are spending big to make sure the right eyes are seeing the right content: spending on video marketing in Australia alone will be worth an estimated $US11B by the end of 2022.
Whether a trending reel, a business hack or a BTS clip, people love to watch – and share – short vids. Creating informative, original content also means it can be shared across multiple platforms including socials and even your client’s website. And when we say short, we mean short: 15 seconds to 60 seconds is the sweet spot. Remember: good videos get shared; great, or completely out-of-the-box videos can go viral.
Too much information? Don’t worry, that’s where The Bubble Co can help! We are a full-service digital marketing agency with marketers from both agency and client side. We’re at the forefront of the latest digital trends, so you don’t need to be. Send us a message or learn more about digital marketing services.
*SOURCE: Spotify First Party Data, Q1 2022 vs. Q1 2021
