Emerging technology trends in digital marketing in 2023

Authored by Harsh S Kedia, CEO & Co-founder, Auburn Digital Solutions.

The need for technology and the increase in Internet users means that the digital market is always evolving. As consumers, we have high standards for online businesses, and our decision to utilise a service or buy a product is heavily influenced by our user experience.

With 1.5 billion social media users worldwide, online enterprises or those who have not yet migrated to a digital platform must seize this market.

So, what comes next?

Some of the trends we have come across different client categories and market areas, with clients ranging from start-ups to Fortune 500 companies include:

• New brands enter the online market every day, and those that are already there continue to expand their online presence. Due to the increased likelihood of experimenting with new channels, creatives, and messaging, there is now a race to leverage more channels, resources, and smart strategies across a variety of different media.
• There is a tendency to embrace more technologically complex tracking solutions that ask for more sophisticated integration and data dashboards as marketing budgets increase and data is required for AI-based monitoring and decision-making.
• As chatbots become more popular, companies that had previously rejected automated messaging are now considering this possibility. Along with facilitating sales conversations, chatbots can increase client satisfaction.
• The pandemic sped up the digital revolution, which was bad for those who fell behind their rivals. Leaders are now able to monitor data that indicates the interconnection of all digital channels, which is driving traffic and engagement, as a result of adopting these changes and putting precise tracking in place. Multiple touch points and complex sales procedures using a variety of channels are typical.
• It's easy to spend money thanks to online advertising. Because they are aware that particular abilities are needed to manage sponsored advertising channels, new clients have joined the company. Additionally, businesses are actively looking for alternatives that provide the chance to experiment and expand their reach.

Apart from these the top technology trends in digital marketing in 2023 would include:

Artificial Intelligence

The way consumers connect with brands is evolving as a result of technological advancements like artificial intelligence (AI), better targeting, and dynamic creativity. Better analytics and a deeper understanding of how advertising functions are also helping businesses. Insights from machine learning can be used to inform AI-based advertising efforts and remove the guesswork involved in making the most of massive volumes of data.

Machine learning in advertising refers to a procedure wherein technology gathers data, examines it, and then draws a conclusion that can enhance a task or a procedure. This technology's findings can be used for audience targeting, personalisation, media buying, and other things.

Utilising layers of ML and AI, Google, Meta, and Twitter use audience data to anticipate and target the appropriate group of audiences for advertising.

Listening before Posting 

Social media has changed from simply posting about your brand to also listening to your customers and your competitors before posting. Social listening is the process of examining the trends and conversations affecting not only your brand but also your industry as a whole and using that information to inform your marketing choices.

It helps in understanding not just when individuals tag or mention your company, but also why, where, and how these conversations are happening, as well as what people are thinking.

By doing so, you can plan out future campaigns, enhance your content strategy and messaging, outperform your competition, create a strong influencer programme, and even create stronger brand alliances.

NFT

NFTs are disrupting the current marketing landscape and prompting brands to find innovative ways to incentivize their audience to engage. NFTs have been integrated into brand and marketing strategies and they are helping brands build new connections with consumers and drive conversion.

Mahindra & Mahindra, Adidas, Dolce & Gabbana, and MAC are just a few of the numerous instances of brands and businesses that strategically used NFTs to improve campaign results and give customers a distinctive and diverse experience.

OTT

According to a recent Nielsen study, consumers watch videos on over-the-top (OTT) services including Hulu, Netflix, HBO Max, Disney Plus, Peacock TV, and other video streaming platforms 25% of the time they spend watching TV overall.

The global expansion of OTT platforms has given digital marketers tremendous opportunity to connect and engage with their potential clients in a variety of cutting-edge methods. The goal of digital marketing on OTT platforms is to streamline marketing efforts to take advantage of the rising audience of the most popular OTT platforms.

Conclusion

Gartner showed that only 42% of the average martech stack is used, despite the trend's rapid expansion. When developing your plan for online and digital client engagement in 2023, be sure to keep these martech trends in mind.