Successful digital marketing is an ever-moving target. In a world where Google updates its algorithm daily (yes, daily), and the “next big thing” changes every few months, it can be easy to feel like we’re chasing the latest tactics with no chance of getting ahead. This makes it almost impossible to create a proactive marketing strategy. Staying up to date with the latest digital marketing trends is vital, whether you’re looking for online marketing here in Baton Rouge or across the country. In this article, we’ll outline five 2023 digital marketing trends you should be looking out for.
Artificial Intelligence (AI)
While it might sound like something from an action movie made in 2002, AI use is on the rise among marketers and agencies. With it, you can automate tasks like scheduling and sending emails, content creation, keyword research, reporting, and even predicting campaign performance.
Automating tasks like those mentioned above frees up time and allows marketers to shift their focus to strategy and big-picture decisions. However, with this technology comes some potential risks, including data privacy concerns, the potential for biased results, and the impact on jobs that businesses must address. You can read more about the ethical implications of AI in this recent Forbes article.
There’s More Than One Way to Search
Did you know users are now spending 82% of their time in the discovery phase of their customer journey? This tells us two things. One, brand awareness is more important than ever. Users are willing to search longer to find the right business/product/service for them instead of just clicking on the first result. Instilling trust in a user is vital to winning their business, and that starts with name recognition.
The second thing this statistic tells us is that people are searching in more diverse ways. In 2022 Google launched multisearch, an update that allows us to search using various assets like text, PDFs, images, and video. Have you ever seen someone wearing a great pair of shoes and wondered where they got them? Now you can take a picture and use Google Lens to find out (plus do so much more).
This will undoubtedly change the way we discover products and brands. It also holds untapped potential for marketers. We’ll certainly see businesses using this technology to their advantage in 2023.
It’s Not Just About the Keywords
When it comes to marketing, paid or organic, keywords are, of course, critical. However, as we move to a world wide web that’s more focused on quality, accessibility, readability, and subject authority, Google (and other search engines) will be looking for more than a strategically placed phrase. The next big trend of 2023 is helpful content. Helpful content is content that can be quickly and easily accessed from various digital sources and provides customers with the answers they seek, preventing them from having to look elsewhere. Content that’s duplicated, thin, or created solely for the purpose of ranking could pose a serious risk to search performance. Recently, Google updated its helpful content system and quality rater guidelines.
New content strategies should incorporate all types of content, including images, FAQ pages, PDFs, expert advice, reviews, and video. In 2023 marketers should focus on creating informative, top-quality, reliable, and experimental content.
Short (Scrappy) Videos
If you haven’t already, it’s time to get on the TikTok and Instagram Reel bandwagon. This new, short video format is taking over social media feeds—and consumer attention. With users craving a more genuine connection to the brands they engage with, there is no question that this format will only continue to grow. For businesses to stay relevant, they need to appear in the channels and formats where their customers are. Let’s pause there because that last bit is important. Not every platform is suitable for every business. Focus on who your audience is and where they spend their time, and then respond accordingly.
Link Up With LinkedIn
The last 2023 trend we’ll talk about today is LinkedIn. Of course, LinkedIn has been around for years but has recently experienced a boom in growth and engagement. A recent study posted on Insider Intelligence predicts that by 2024 LinkedIn will account for nearly 25% of B2B spending. There’s plenty of opportunity for businesses to leverage this platform for growth, yet few take advantage of it. So, when you want to amplify your online marketing efforts in Baton Rouge, what should you do? One answer is to strategically include LinkedIn in your business plans. Enhance your content to widen your audience base and actively search for new features that can accelerate your achievements. Data tells us that LinkedIn will only continue to grow, and savvy marketers should jump in early to win big.
Reap the Benefits of Online Marketing for Your Baton Rouge Business
In a constantly changing industry, keeping up with the latest trends can feel tedious at best and paralyzingly overwhelming at worst. We get it, but that’s why we’re here. Need help taking advantage of these (or any other) marketing trends? Give Gatorworks a call or drop us a line. We keep up with the latest online marketing trends to help businesses in Baton Rouge and beyond stay ahead of the curve and find their audiences.