Digital Marketing Trends For 2023
Following are the Trends in Digital Marketing for 2023 to be followed. We will start with the 7 SEO trends for 2023, then the Top 5 Social Media Trends for 2023 and the Top 5 Email Marketing Trends for 2023.
Top 7 SEO trends for 2023
Want to see what’s trending for SEO in 2023? Here are seven trends that will impact your SEO strategy.
1. Online shopping
First on our list of what’s trending for SEO in 2023 is online shopping. Over 2.1 billion people worldwide are expected to buy goods and services by the end of 2021.
With the skyrocketing growth of online shopping, Google is shifting towards creating a better online shopping experience.
To top it off, Google implemented the Shopping Graph to help buyers put their products in front of more sellers and sellers to find the right products. The Shopping Graph is an AI-enhanced model that can understand different types of products and brands.
It can analyze how those products relate to one another to show them in the right search results to consumers. The Shopping Graph considers information like:
- SKU and inventory data
Using this information, the Shopping Graph delivers the most relevant products in real-time to those who shop for them –– and that’s just the tip of the iceberg.
With the Shopping Graph, Google implemented the ability to search using screenshots. If someone views a screenshot in Google Photos, they can search the photo with the Lens feature and see where they can buy a product in the photo.
For example, let’s say someone took a screenshot of a photo where they liked their friend’s shoes.
That user could open the image in Google Photos, where Google scans the photo using Lens to find products the user could buy. It then directs users to relevant search listings that match or are related to the product.
How to optimize for this SEO trend for 2023
If the Shopping Graph is trending for SEO in 2023, what does that mean for your strategy? For eCommerce businesses, this Shopping Graph means that you need to create keyword-rich product listings. Google uses this information to determine the relevancy of your product listing to the user’s search query. Not to mention, it can help your products appear for Lens searches too.
For example, Google couldn’t turn up the exact match for the sign featured in this Christmas décor photo, but it could determine it was a Christmas sign.
The visual matches showed product listings that both had the word “Christmas” in the picture of their sign and related keywords in the product title, like “Christmas sign” and “Christmas décor.”
So, when optimizing your product pages for SEO, make sure you integrate relevant keywords throughout your page to help you appear in relevant searches. You’ll also want to incorporate the keywords into the alt tags on your photos to help Google “read” them too.
2. Conversational queries
Next on our list of 2023 SEO trends you need to know are conversational queries. Google continually focuses on improving the user’s search experience to help them find relevant information fast. A critical part of that improvement is understanding the complexities of language.
Google launched LaMDA to understand natural language better. With the implementation of LaMDA, Google focuses on understanding dialogue better to deliver results more efficiently.
This process includes understanding vernacular and how users converse when trying to find what they need.
How to optimize for this SEO trend for 2023
With conversational queries trending for SEO in 2023, you’ll need to put a great emphasis on optimizing for voice search.
Voice search focuses on natural language processing (NLP) to understand how users search verbally compared to typing a search query. Since Google is moving towards understanding conversational searches from users, it’s in your best interest to optimize for voice search queries.
You can optimize for voice search by:
- Targeting phrasing: The way someone phrases a typed query is different than a verbal query. Someone may type “best hiking boot brand” but verbally search “what’s the best hiking boot brand?” Optimizing for these verbal searches is a great way to target conversational keywords.
- Keeping answers short: If you’re optimizing for conversational keywords, keep your answers concise to deliver helpful information fast. To answer the best hiking boot query, you may have a short blurb highlighting the top brands and diving into more detail later.
- Considering vernacular: Different regions have specific phrases they use to describe objects or places. People who live in the state of Pennsylvania, for example, typically call it “PA.” Knowing vernacular can help you optimize for more conversational keywords.
3. Video Marketing
The last of the SEO trends in 2023 that we’ll look at is video marketing. Over half of all consumers rely on videos to help them make purchasing decisions.
With more people watching videos, you’ll want to make it a component of your SEO strategy if you haven’t already. Additionally, Google is rolling out features to help users find information faster through videos.
In particular, the new features of focus are:
- Clip markup: Clip markup enables you to highlight key points of your video so that users can hop straight to those parts. If you had a video containing tips, for example, you could create a markup for each tip.
- Seek markup: Seek markup tells Google how your URL structure works. This information is critical because it allows Google to display the key moments of your video automatically. It enables Google to link within a specific point in your video.
With these two new features, you can optimize your videos to appear in search results for more relevant and competitive terms.
How to optimize for this SEO trend for 2023
Start by incorporating video into more of your pages. Users spend 88% more time on pages with videos, so incorporating them in your content can help boost engagement, rankings, and traffic. As for the clip markup and seek markup, make sure you’re using detailed, keyword-rich markups.
If you have a video on tips to save money, don’t label your markups “tip 1,” “tip 2,” and so on. Instead, use markups like “Save money by couponing” and “Stash cash from your paycheck.”
These specific markups provide you with more opportunities to rank in relevant searches and increase engagement with your videos.
4. Reinforcing your EAT signals
Google’s guidelines have repeatedly stated the importance of amplifying your EAT signals where applicable on your website. Looking ahead, search engines will continue to look at your website’s Expertise, Authoritativeness and Trustworthiness when ranking content. The user experience remains central to Google, and showing that your site is worth its visitors’ time will remain key in scoring those top results. Your E-A-T signals can include social proof, customer testimonials, links to authoritative sites, expertise and badges and much more.
How to optimize for this trend in 2023
As you meticulously craft your website’s content, keep EAT in mind. You can do this by backing up your data with statistics and facts, links to authoritative websites such as .edu and .gov, reinforcing your social proof, showcasing awards and badges and displaying customer reviews and testimonials. You can also boost your EAT signals by winning over links from other authoritative websites.
5. Image optimization and accessibility in 2023
Google has always been clear about the best practices regarding website image optimization— unfortunately, few have taken this as seriously as it should be. Now is the time to look at the images on your website and see how they score up on the optimization meter. We want the web to be accessible for all, and your image optimization will play a role in ranking factors to ensure that images can be served optimally to those with visual disabilities and impairment. This isn’t the only reason Google’s so keen on pushing for good image optimization – in the future, images will be used for much more than simply conveying an idea visually, but will be used in search to shop, obtain information, and more.
How to optimize for this trend in 2023
Now is a great time to conduct an image audit on your site to identify which of the following you need to implement to get your image optimization score up:
- Serve images in next-gen formats
- Make sure images are compressed
- Name each image file appropriately with the correct keywords where possible.
- Give each image unique alt text
Want to learn more about image SEO? Check out our post on image SEO with ten tips on optimizing your images!
6. Rise of the featured snippet
For our next trend prediction this year, we can’t ignore the rise of featured snippets in search results. Featured snippets will continue to be served and will likely become more prominent as time goes on. If you haven’t noticed them just yet, featured snippets are the boxes of results you often see above the actual search results— these can take the form of how-to’s, FAQs, bulleted lists, or simply a single sentence. These are great little shortcuts to the top of the SERPs without the need to craft long-form content. If your page offers valuable information that people frequently search for, you’re probably eligible for a featured snippet.
How to optimize for this trend in 2023
To make your way to the top in the form of a featured snippet, think carefully about the searcher, their intent, and how they’d search, and focus your content on question-based terms. Using Google’s autocomplete or “People also ask” sections are both excellent tools for finding profitable keywords and topics to write about. Next, you’ll want to ensure your content has the correct schema markup to appear in search results. You can then test your markup using Google’s Schema Markup Testing Tool.
7. The importance of semantically related keywords
Over time Google’s algorithms have become increasingly sophisticated in the way they interpret our searches with related keywords, search intent and semantics playing a role in what we see on the SERPs. At a recent I/O conference, Google introduced its Multitask Unified Model or MUM, which may play a role in the future of search as it is an AI that can discern emotion and intent from search queries in over 75 languages.
Over are the days when search engines looked at strings of text to match and here we are in the day and age where search is becoming more intuitive and relevant than ever.
How to optimize for this trend in 2023
Instead of laser-focusing your efforts on one keyword, try instead to focus your writing on topic clusters. Create the ideal customer personas you want to reach with your content, write for them with answers to questions they may have, and use phrases and semantically related keywords in your content. Try a different keyword research approach this year by putting yourself in the searcher’s shoes to develop keyword combinations and lists that resonate with your audience.
Top 5 Social Media Trends For 2023
Social media marketing is an ongoing challenge requiring brands to react to shifting audience behaviours and proactively adapt to trends that are in constant motion. This year has been a transformative year in the world of social as we watched consumer trends fluctuate, new technology launches and emerging platforms grow. The rate of change across social media apps sees no sign of slowing, forcing marketers to brace for what’s in store in 2023.
While the marketing landscape is full of uncertainties, there are social media trends marketers can count on during the next 12 months – all based on consumer expectations, social engagement with younger demographics and current KPIs driving brand success. As we near 2023, we predict the following five trends are most likely to impact social media marketers.
The rise of the “customer influencer”
We’ve long been saying influencer marketing will continue to play a more important role in marketing campaigns and the data has proven this to be true now more than ever. Companies of every size have leaned in, cooperating with influencers to help drive brand awareness and substantially lift online sales. We watched the footprint of micro-influencers grow, but what about micro-influencers?
Authenticity is such a powerful force with customers. Brands don’t always need to pay out of pocket for materials that can make a real impact on their KPIs. In 2023 we will see more brands embrace word-of-mouth marketing, using social media as a vehicle to source user-generated content (UGC) from customers.
Marketers have seen UGC drive 29% higher web conversions compared to campaigns or websites that fail to leverage UGC. For brands, it’s a no-brainer to use the treasure trove of real-life testimonials. Not only does this save valuable time and resources (as content is plug-and-play) but it shines the spotlight on a brand’s most loyal customers while helping prospective buyers make informed purchasing decisions.
Brands will tap into emerging social platforms
Remember the Clubhouse craze? Part of social media marketing is all about experimentation. If you don’t try new formats, new platforms, or new trends, you’re already out of the loop. Not every test will work, but that’s exactly why it’s a test. With the success of TikTok and overall, Generation Z online behaviors, brands will become more confident in dipping their toe into emerging platforms.
BeReal is a great example of an up-and-coming platform with a lot of promise. Like TikTok, when the app debuted brands were skeptical. But for the early adopters, the effort paid off. We’re already seeing creative strategies with brands like Chipotle who are using BeReal to offer exclusive promos and discounts. This is just the start. More brands will look to apps like BeReal to grow their Gen Z community, taking an authentic approach to marketing.
Customers will turn to social for care
The pandemic forever changed the way customers interact with brands on social media. One of the most significant shifts brands experienced were the number of customers that turned to branded social accounts to address their customer service questions and needs.
Social customer care has always been a component of social media marketing but had previously remained mostly in the shadows. But with lockdowns and travel restrictions of 2020, the invisible cloak was removed as brands realized they were unequipped to meet customer expectations without a diligent social customer care strategy. Not only has this trend remained firmly in place for the last two years, brands also will increasingly see more customers turn to social media platforms for service-related issues.
In fact, a recent Emplifi survey indicated that two out of three consumers prefer to use social media during the buying process to ask questions, make purchases and seek post-purchase customer support. The report findings emphasize just how important it is for brands to harmonize the way customer support and social media marketing teams interact to provide the best customer experience possible.
In 2023, we predict brands will leverage new technology like live video streaming to deliver quality service to customers straight from social media apps. Customers will be able to receive the same expert advice they would get in-store from the comfort of where they are. Brands like Orbit Baby already have experienced success after integrating live-streaming into their social media care strategy. As more customers demand immediate responses from brands online, we’ll see this trend take root long term.
Video will (still) dominate
Marketers have been hearing it for years: “Video is the No. 1 content format brands need to leverage.” In 2023 this will still be the case, but fortunately for brands, it will be the scrappy, unpolished clips that attract audiences. Brands can ditch high-budget campaigns featuring celebrities. Instead, they will pick up a cell phone to record and edit their content experiences in-app. Instagram Reels are a prime example of less-polished, more authentic content paying off. Brands are publishing more Reels because they are seeing measurable results. According to a recent study, the interaction count for Reels was almost 40% higher than for traditional videos.
Even more enticing for marketers, the burden of video content creation doesn’t need to fall on in-house teams or agencies. More and more content creators are turning to platforms like TikTok to showcase products, giving brands an abundance of UGC to use in campaigns. With hashtags like #TikTokMadeMeBuyIt growing to 32 billion views, it’s clear TikTok content has become a perfect fit for influencers and users to share their experiences in an engaging way. Brands will take this a step further in 2023 and get savvier about partnering with video-first influencers who can help amplify messages relevant to audiences while helping scale production.
Brands will invest more in TikTok advertising
Brand success on TikTok will not be isolated to UGC. The platform is doubling down on revenue generation with more digital advertising opportunities. As a relatively new platform, TikTok is seeing tremendous results owning the title of the world’s fastest-growing media app and has experienced in-app consumer spending to the tune of more than $2.5 billion. Boasting nearly 30 million daily active users globally, it’s no wonder that brands are beginning to explore TikTok’s potential – not only in generating brand awareness but in its ability to contribute to the bottom line.
The brands that have tapped into TikTok advertising are already seeing promising results. According to a recent study conducted by Triple Whale, brands increased their spending on the platform by 231% in the second quarter of 2022 compared to the same time period the year before. And even more impressive, the same study found that direct-to-consumer brands leveraging TikTok were generating $1 million to $5 million dollars in revenue.
In 2023, we will see an increase in the number of brands and industries putting more of their digital advertising budget towards TikTok, which will in turn drive more innovations on the platform and lead to more TikTok marketing opportunities within the digital advertising space.
Top 5 E-mail Marketing Trends For 2023
If you want to stay competitive with email marketing, take note of 2023 email trends. Considering these trends will give you a leg up on your competition. Here are five trends to know:
1: Integrating interactivity
Delivering static emails just won’t cut it for your subscribers. If you want users to interact with your emails, you must make them engaging. Interactivity is one of the top email trends of 2023 that will help you improve your emails’ performance.
Interactive emails include elements that users can manipulate without having to visit another page and leave their inbox. These elements include:
- Carousels of images users can swipe
- Videos users can play
- Sliders users can manipulate
- Games users can play
Interactive elements make your emails more enticing and encourage prospects to engage with future emails. It’s a great way to help you stand out from your competition.
2: Boosting engagement with storytelling
To make the most of interactivity in your emails and of your email marketing in general, you need good storytelling. This coming year, storytelling will become even more important as customers look to connect with the brands they buy from.
Customers today want to know who they’re buying from and what those businesses stand for. To meet this need, tell your company’s story and show your brand’s personality in your email newsletters. Try giving them a behind-the-scenes look at your company by sharing events and stories from your office and team.
You can also branch out beyond stories about your business specifically. You can share news, resources, videos, quotes, and more that relate to your brand.
By incorporating strong storytelling into your newsletters, you can increase engagement and build relationships with your subscribers, encouraging them to become loyal customers and brand advocates.
3: Straying away from open rate
This past year, several privacy-related changes transformed how email marketers keep track of campaign performance. In 2023, marketers will continue to adapt to these changes, and data privacy will become an even bigger focus.
One of the most significant changes has come from Apple releasing new privacy settings that prevented marketers from tracking information from Apple users like:
- When users open emails
- Where users open emails
- What device a user uses to open an email
- Activity on the device used to open the email
Essentially, the change made open rate a much less reliable metric.
Due to the decrease in open rate’s importance, throughout 2023, metrics such as clicks and click-through rate will become even more useful.
This highlights the importance of creating email content that users want to engage with and including calls to action, such as reading a blog post on your website, downloading a resource, or requesting a phone call.
4: Using artificial intelligence (AI)
Next on our list of email marketing trends for 2023 is the use of artificial intelligence (AI).
AI continues to build a strong presence in marketing and helping marketers make better decisions. When looking at the future of email marketing, AI is a critical component. You can use AI to help you deliver better experiences for your subscribers.
AI can help you analyze thousands of data points and pull out meaningful insights to shape your email marketing campaigns. As the data available to marketers changes due to privacy updates, AI can help marketers make sense of their data.
This technology can help you analyze customer patterns to understand better how they interact with your emails and what they want from you.
AI marketing is a great tool to help you identify trends and changes with your audience to make more actionable decisions with your marketing. When it comes to 2023 email trends, AI is not one to glance over. This technology will play a critical role in helping you create more personalized and tailored email campaigns.
5: Using personalized messaging
Personalization is an email marketing trend that has persisted throughout the years, so it’s on our list of email marketing trends of 2023.
This strategy is a great way to get subscribers to interact with your emails and check out what you have to offer. Here are just a few stats that show the impact of personalization on email marketing:
- Personalization improves open rate by 42%
- Personalized subject lines increase open rates by 26%
- Personalization increases the average clickthrough rate (CTR) by 14%
- Personalization increases conversions by 10%
Your audience receives dozens of emails a day from different companies, so they don’t always have time to waste on irrelevant emails.
Personalization is the key to catching your audience’s attention and getting them to open your emails. You can personalize their experience by using their name or tailoring the email content to their interest.
6: Focusing on mobile
The last item on our list of email trends in 2023 is focusing on mobile. As shared earlier, users open 66% of emails on mobile devices.
More people use these devices to sift through their inboxes and determine what’s worth their time.
This shift to mobile means that you must ensure your emails appear and function correctly on mobile devices. You’ll want to use responsive design for your emails, so they adapt to the device a subscriber uses. Additionally, when you design your emails, keep the mobile user in mind.
Keep your emails free of clutter and remain mindful of how much copy you put in your emails, so users don’t have to scroll through your email endlessly.
If you want your emails to stay relevant in 2023, make sure you deliver a positive mobile experience for subscribers.