As an agency, we follow the principle that "only the extraordinary will thrive," and in a world populated with content and trends, we need to stand out. So, to assist our present and future clients, we have compiled a short list of what we see as the most significant digital marketing trends evolving in 2023.

The digital marketing industry is constantly changing as technology advances; with breathtaking speed what was once popular becomes redundant, and of course, it’s incredibly important that brands keep up with what’s trending (and what’s not).

Here are 6 key insights we think you need to keep an eye on in 2023.

1. Excuse me, am I still speaking with a human? The future of AI.

In the world of AI software for businesses, chatbots are the most popular and widely used type of AI software. During the past weeks, ChatGPT has exploded on social media, with users showcasing the various ways in which the tool can be used. Is there much ChatGPT can’t do? Given the correct prompts, it can write you music, complete your essay, debug a code or explain concepts. You can find many examples here.

Unlike previous AI chat tools, this tool can respond in natural, human-sounding language, which makes it stand out from the competition. As much as people still prefer the chance to talk to a real person on the other end of the line, AI chatbots can offer a huge benefit with access to a world of information in a millisecond and highly personalised results.

2. Reality vs. Metareality

The metaverse has been one of the most talked-about trends in the past few years. A metaverse is an environment where people can move through three-dimensional platforms using virtual reality (currently achieved with the use of headsets). In the metaverse, digital versions of users - avatars - move through virtual environments while interacting with objects and digital versions of other people. Immerse yourself personally in the metaverse and begin to experiment with it, adopt a pet, meet a friend for a coffee, escape from realism for a minute or two. The metaverse is still an experimental field for most businesses, so don’t feel nervous if you're not sure about jumping into it any time soon, but we definitely recommend playing around with the space. Who knows, you might love it! 

Navigating Digital Marketing in 2023

3. Simple messaging

There is nothing more frustrating than overly complicated marketing messages. With attention spans disappearing significantly with the rise of short videos, people want simplicity. When it comes to simple messaging in a digital world, follow our secret recipe.

Style, Authority, Entertaining, Value.

Consider style, helping your products and brand stand out in an overcrowded space. Show your authority, and add credibility to your brand by showing your audience you really know what you're on about, believe us, they’ll trust you. But take authority with a pinch of salt, don’t bore your audience. Keep them entertained and engaged with your trustworthy content. You can't lose.

4. Are influencers here to stay?

Influencers aren’t going anywhere. Arguably, if you haven’t started your influencer marketing campaigns, you're already too late. But gone are the days of asking anyone with over 100K followers to promote your product or service. Consumers can sniff inauthenticity a mile off. Your content creators should be people that fully align with your brand values and missions, they should be someone that actually would use your products. Molly-Mae isn’t going to promote your new car, but she might promote your new skincare range. The advertising landscape is busy, and it’s only getting busier, so what better way to stand out than collaborations with influencers to help you reach a wider audience.

Navigating Digital Marketing in 2023

5. Continuous scrolling coming to Google search on mobile

How long do you spend scrolling through google's search results? Hopefully not very long, but often if you're not exactly sure what you're searching for, it may not be a first pager. Well good news for you if your business isn’t ranking on the first page of a google search, we’re saying goodbye to mobile pages! To maximize each user's time on Google search results, they have made it easier to find the right information. Now when you reach the bottom of a search results page on your phone, the next set of results will automatically load with relevant information. The implications are that people will stay on SERPs longer, browsing past the so called first and second page. The SEO industry will need to adapt to this completely new way of browsing, and how this new way may impact the top and bottom of the website's location on SERP.

6. Uncertainty

As we know, a rise in sales isn't caused by clever advertising and appealing products alone. Purchases depend on consumers’ having disposable income, feeling confident about their future, trusting in business and the economy, and embracing lifestyles and values that encourage consumption. 2023 looks quite uncertain from an economical point of view, therefore it is so important to learn from the past.

During challenging times it’s more important than ever to remember that loyal customers are the primary, enduring source of cash flow and organic growth. Marketing isn’t optional—it’s a “good cost,” essential to bringing in revenues from these key customers and others.

The challenge is to make well-defended, case-by-case recommendations about where to cut spending, where to hold it steady, and even where to increase it.

“If you look back at previous recessions, in the five to seven years coming out of recessions, you see the most trading of market share of any other time. It’s partly because consumers are changing their behavior more quickly—changing where they shop, changing brands—and that spells opportunity” - McKinsey senior adviser Richard Mayfield on opportunities amid disruption in retail.

So, what do you say? Are you ready for 2023? Excited or scared? Keep in mind the most relevant trends for your industry and be vigilant to test it. This way you will be able to navigate the uncertainty of 2023.

Pawel, Director of Data and Insights.