Artificial intelligence, Gen Z, and TikTok have impacted the digital marketing industry significantly. It’s important that brands start preparing for these changes by identifying and implementing the necessary strategies to capitalise on these new technologies.
Regardless of your industry, you need to integrate these methods into your strategy. In this post, we’ll talk about some of the key trends that will affect the industry in 2023.
1. Social Impact
While it’s not new for brands to take a stand on their values, putting the focus on their impact strategy is a significant step in their evolution. This strategy is also a reflection of their commitment to being globally relevant.
In addition to being able to react to social events, brands also need to be able to take an active role in their communities. This is because consumers want to see brands that are committed to being mindful and authentic.
Embedding social causes into an organisation’s mission isn’t a “trend” in digital marketing, but rather a natural part of what it means to be an effective values-led brand. Your brand’s social media, graphics, and email marketing topics should all be influenced by and feed back into your impact strategy.
2. Youth-Centred marketing
Trends that appeal to Gen Z aren’t just a continuation of the previous generation. In addition to their immense purchasing power, Gen Z also has a unique perspective on how brands should interact with their consumers. They are more likely to connect with brands that are genuinely interested in their interests and are transparent. This is why they are more likely to stay loyal to a company that is honest and authentic.
They are also looking for videos that are designed to appeal to their values. This is why it’s important that brands are able to create a brand identity that is based on their values. According to various studies, Gen Z is often searching for uplifting and inspirational content.
Creating a brand persona designed to resonate with younger generations is about positioning yourself so that you can connect with the people who are most likely to be influenced by your brand’s values.
3. Authentic Content
People seek out brands that can help them feel better about themselves. One of the best ways to build strong brand loyalty in 2023 is through digital marketing that is filled with humour and relatable characters. This can be done through the use of mascots or characters in various digital marketing platforms.
The brand personas should also be relevant to your company’s values and should be able to connect with your target customers. Having a friendly face can help build a strong affinity for your brand.
The traditional way of marketing is no longer working. Instead, we are now seeing more realistic content that is designed to appeal to the people who are most likely to be influenced by your brand’s values. This is why it’s important that brands are able to create a brand identity that is built on their values.
4. Audio-First Marketing
It’s hard to overstate how much TikTok has affected the digital marketing industry. One of the most significant effects that it has had is the emergence of audio-first content, which is a type of content that is not just limited to video. This is because TikTok has positioned itself as a social platform for audio-based content.
Over 90% of users consider sound to be a vital component of the platform’s experience, and they are more likely to recall brand content if it is used in a distinctive manner. Being audio-first has led to loads of ads being seen online, including product highlights and how-to videos.
An overwhelming 81% of podcast listeners said they take action after hearing an ad on their favourite shows. They could be reacting to what they’ve heard online, discussing what they’ve heard, or liking the brand on social media. Having the hosts record the ad makes the experience even more authentic.
Being audio-first can also help promote authenticity, as it can help build a stronger relationship between the brand and its target customers. Having the hosts of a podcast or a TikTok explain the product or feature their favourite influencer can help build a stronger connection between the brand and its audience.
Radio ads are typically written in a word-for-word format, which is not ideal for audio-first marketing. Instead, you should move away from this and allow your partners to play.
5. Sympaphonic Ads
AI Music, a start-up, launched the first Sympaphonic ad in 2019. This technology used a shapeshifting algorithm to automatically adjust the music playing in the ad based on the user’s listening activity.
In 2021, Dunkin’ Donuts experimented with this technology and saw a 238% increase in engagement. The company’s other campaigns featured non-personalised ads. The concept of Sympaphonic advertising is very different from traditional ad formats, as it allows brands to customise the music playing in the ad to the specific listeners who are most likely to listen to it.
According to studies, using music in ads can increase purchase intent and recall. One of the best ways to do this is by allowing the ad to choose a track that will resonate with your listeners.
Despite the various claims about the technology and how it can affect the emotional impact of an ad, it’s still true that audio-only content can be more effective than video.
The goal of immersive experiences is to help users connect with the content they’re exposed to, as it allows them to find inspiration and build empathy. Sympaphonic ads are designed to fit seamlessly into the content that they’re already engaged with, which makes them feel more like they’re part of the experience. This means that they can be easily adapted into digital marketing.
Partner With TocToc To Get Versatile Online Marketing Services In Canberra
The rise of AI, immersive experiences, and AV technologies has made it easier to ensure that your marketing campaigns are designed to be engaging and relatable.
By integrating these modern trends into your online marketing strategy, you’ll be able to improve your digital marketing efforts and increase sales and brand loyalty.
If you’re looking to partner with a modern digital marketing agency in Canberra that understands modern needs and can work to ensure you have the best possible chance to stand out and create campaigns that convert, allow us to introduce ourselves.
With the right strategy, you can get through the noise and reach out to your audience in Canberra. TocToc can help you develop a multi-channel marketing plan that will allow you to reach out to your target market.
At TocToc, our goal is to provide you with the best possible results when it comes to social media marketing, email marketing, web design, and Search Engine Optimisation. By using the latest strategies and best market practices, we’ll work with you to develop a strategy that will allow you to reach out to your target market.
Contact us today to learn more about our services.