Online Marketing trends

Digital online marketing trends in 2023

Keeping up with the times is crucial to our business success. We must monitor market trends, introduce innovations to optimize work, and attract users. Industry experts have analyzed the situation in the digital online marketing market and identified several trends for 2022.

An Overview of Online Marketing Trends for 2022

The importance of video content is growing. Social networks are strengthening their position on the list of e-commerce channels. Social initiatives and human values are critical factors when choosing a brand.

Content is the face of the brand

Content plays an important role not only for users but also for search engines. Quality and compliance with user requests affect ranking in search engines. Experts often disagree regarding the involvement of artificial intelligence in written content. The opinions of real customers and storytelling are becoming more popular. Involving machines alone is not entirely relevant.

Video content is becoming more popular

• User interest in video content is growing. Studies confirm this fact. A recent poll discovered the following:

• 96% of surveyed users watch videos to learn more about a product or service.

• 84% of buyers say a video convinces them to buy a product or service.

• Video content has already replaced written content alone: 69% of respondents said they would rather watch a video, and only 18% prefer text material.

• Buyers share videos with their friends twice as often as any other type of content.

• Against the backdrop of growing interest and loyalty to videos, many social networks have created the opportunity to post short video formats: TikTok, Snapchat, Instagram Reels, and YouTube Shorts.

• According to Vidyard's research:

• 68% of users will watch a video to the end if it lasts less than a minute.

BUSINESS STRATEGY, INTERACTIVE AND VIRTUAL REALITY

Another crucial component of business strategy, according to Business2Community, is the method of retaining customers. It is necessary to constantly update the material and use user-generated (UGC) content (created by brand customers).

Interactive and virtual reality help promote brand awareness and create content. Let's look at a few examples. IKEA invites customers to see how new furniture fits into their homes. L'Oreal allows users to try a new hairstyle or makeup. Gucci tries on a new line of sneakers. The format is well-involved, and easy to learn about the product. Yet it does not oblige you to purchase anything.

VOICE AND USER EXPERIENCE SEARCH ENGINE OPTIMIZATION (SEO)

The share of mobile traffic and voice requests is growing inexorably. Businesses that optimize their websites for these realities first will get the customers.

Voice-search queries differ from written ones: they are longer and more detailed. End users request information in simple, colloquial language; phrases can be fuzzy and fragmented. It is necessary not only to collect a precise semantic core. You also have to understand the buyer's intentions. Conduct a deep analysis of the target audience and classify the semantics into thematic groups.

User experience consists of load time and site structure. Your site must be friendly to smartphones and tablets. Search engines consider these factors when displaying search engine results pages, or SERPs.

SEO is also necessary for video content. The main features of the selection are the title and description of the video. Figure out the right keywords, content quality, metadata, and subtitles.

The influence of social media

The Influencer Marketing Hub report informs that in July 2021, active social media users grew by 13.1% year-on-year due to quarantine restrictions, which amounted to 56.8% of the world's population. Growth is driven in no small part by consumers' need to be closer to their favorite brands. As an example, Instagram has 1 billion users. 90% of them are subscribers to active brands and visit these profiles daily. In 2021, the number of sales via Instagram in Ukraine increased by 96%.

No matter how high-quality your content is, it is almost impossible to get massive coverage through organic means in the current situation. Targeted advertising and working with influencers are relevant.

Social platforms influence purchase intent and the trend toward collaboration with influencers continues unabated. GWI conducted a study during which they found that 27% of Gen Z say following influencers is one of the main reasons they use social media before watching content from their favorite brands.

Working with influencers increases reach and builds trust in brands and products. Influencers also help to increase loyalty in narrower niches.

You should carefully select influencers before working with them. It is wise to consider their reputations, opinions, and personal statements. Develop your image through collaboration. You do not want to suffer a blow to your reputation.

Being present on several platforms and using several digital online marketing tools leads to a higher conversion rate. Omnis End's Annual Report statistics show:

Purchase frequency is 250% higher with multi-channel usage when compared to single-channel use.

DIVERSITY, EQUITY, AND INCLUSION

In 2022, digital online marketing rested on these three elephants. Brands should consider the different interests of their users and be involved in social initiatives.

SmarterHQ Findings

72% of shoppers only respond to online marketing messages that are relevant and specific to their interests.

62% of people want their favorite brands and companies to emphasize transparency, sustainability, and fairness in their work.

COMBINED EVENTS

Combined events are webinars, conferences, training, seminars, and exhibitions. They can be online or offline. Connecting events allows organizers to achieve better coverage at a lower cost. Participants may join the event from anywhere in the world. Examples from 2021 are TwitchCon and FinCon. They were special events hosted by Apple.

SECURITY AND PRIVACY OF DATA

Third-party cookies are a thing of the past. Tech giant Google has already announced a change in rules and tightened privacy, so it's worth rethinking your strategy and considering new ways of development. The data that end users provide directly to the company is relevant. Focus your efforts on creating helpful content and increasing the product's value.

Another new trend is the refusal to invade the personal space of users. According to Deloitte research, most users find listening to conversations through smartphones unacceptable, given location tracking and cookie-based advertising. Customers prefer offers and notifications from stores with which they are constantly interacting.

ARTIFICIAL INTELLIGENCE

AI is not recommended solely for content writing, but machine intelligence will be helpful for:

• Process automation (to send timely and relevant offers to users);

• Assistance in forecasting and drawing up a business plan and strategy (special programs can predict customer behavior based on deep learning technologies);

The importance of the internet in people's lives

Amid coronavirus restrictions, users have significantly increased online orders. Compared to the previous year, the number of charges in online stores and services nearly doubled by 38%.

Users appreciate the convenience and speed of online shopping and online services. The following are the criteria that specialists consider necessary for e-commerce sites:

• The possibility of buying in one click

• Different options for payment and delivery methods

• Quick checkout of the purchase in installments

• Autocomplete data

• Completeness of information on the product or service page

• Online consultation with a specialist with a detailed demonstration of the product

Critical Online Marketing Recommendations identified by experts

• Stay current with news and updates, especially on social networks, and filter information.

• Update your online marketing skills according to industry best practices.

• Remain on the cutting edge and get more loyal customers!