Among all the things developing in digital marketing, the following are likely to stand out in 2023.
Digital marketing has come a long way in the last decade. Formed after the development of computing and business intelligence systems, digital marketing has transformed the way brands tell their stories and speak to their audiences. It is now central to the marketing mix and media plans of nearly every brand.
Over the last 20 years, digital marketing tactics have constantly evolved, starting with essential database marketing and display advertising, to keep up with the holistic digitization that permeates our lives. Professionals in this field must build in-demand skills, keep up with trends, and take advantage of the many lucrative career opportunities in the field.
Among the many things evolving in digital marketing, the following are likely to stand out in 2023: As 5G rollouts significantly increase online activity, the internet will be inundated with multiple content formats and audiences, requiring skilled talent to analyze vast datasets.
Creative Her professional, who can use tools like Tableau and Google Analytics to make sense of this data, is an ideal candidate given the increasing importance of data-driven decision-making in marketing. Therefore, marketers should not only be able to create creative campaigns, but also be able to leverage data to increase campaign visibility and maximize reach.
AIML-enabled personalization
Messaging personalization is no longer limited to just text. Brands today are using technologies like artificial intelligence and machine learning to personalize their messages, whether it's introducing products, greeting festivals, or driving engagement.
Cadbury's last Diwali festival used generative AI technology to create custom ads, with Shah Rukh Khan personally mentioning different business names in different versions of the same ad. And a few years ago, Barclays welcomed new customers with personalized videos, personalized them, and used the customer's name in a video element.
Next-generation artificial intelligence and machine learning capabilities will empower brands to create incredible ads and tailor them to address people by name and more. Such personalized videos not only enhance brand recall, but also make the brand identifiable and, when done right, show the ingenuity, heart, and care on the part of the brand. All of these reach audiences everywhere.
Marketing must be a compelling screen
Media planning is still somewhat siloed, with TV schedules created separately and digital layers added on top as budget permits. These barriers are now being torn down and advances in digital marketing technology are enabling brands to make a more measurable business impact from their TV campaigns.
For example, with the advent of technologies such as ACR, it is now possible to find out what percentage of a channel's viewers watched a particular TV commercial. Brands can use this information to retarget these audiences through digital advertising and drive purchases on their websites and mobile apps.
Customer journeys are always different. Today, customers at different funnel stages can be targeted with different ads, making your marketing budget more effective and efficient. This trend is very important for brands that increasingly integrate their offline and online marketing strategies.
MARKETING WITH METAVERSE
The Metaverse has many possibilities for brands to explore. Brands entering the metaverse are considered early adopters due to the exclusivity of the space and the 'wow' factor, but they can differentiate themselves without appearing to exist just for the sake of their purposeless existence. Innovation is key to doing so.
For example, in Nike's successful virtual world, Nikeland, millions of users try out the game, dress their avatars in virtual Nike accessories, and mirror real-world commerce. Hyundai is attempting to integrate the Metaverse with the real world, allowing users to meet, communicate and experience Hyundai's mobility products in the form of 'avatars'.
Brands with the right goals and technology skills have a first-mover advantage and can experiment in virtual worlds
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