What digital marketing trends will be the most effective in 2023?

Happy New Year from all of us at Harrison Digital Media! As we look forward to the New Year, we recognise that the digital marketing landscape is always evolving. In this blog, we predict what marketing trends will be the most effective in 2023.

TikTok and Short-Form Videos will Continue to Dominate

Since it blew up in 2020, TikTok has dominated the social scene. Organic growth will still be on many people’s minds, but with the low cost of TikTok ads compared to other platforms, we expect to see more people adopting this into their marketing strategies. 

As well as TikTok, it is likely that we will see more short-form videos on other platforms, with  TikTok and Instagram Reels being the most popular. 90% of marketers using short-form videos will increase or maintain their investment. It’s important to note with this new trend, as with all new trends, we will see a change in viewing habits. Now users are rarely watching videos for more than 60 seconds long. We expect that these viewing habits will continue throughout 2023. The focus now needs to be on short, snappy and informative content. 

We also expect that with the rise in video content, live streaming will be a great way for businesses to interact with customers and allow them to engage actively rather than being passive watchers. This is a great opportunity to drive engagement. 

Zero-Party Data will Become More Significant

Zero-Party data is collected when a customer proactively shares data with a company. This is likely to come from form submissions but can come from more creative sources, such as quizzes. With the push for better privacy and the ending of Google Thrid-Party Cookies on Chrome, Zero-Party data is going to be a big priority in 2023. Capturing this data is a great opportunity to personalise your customer experience. 

Advances to Chatbots

Chatbots are a powerful tool for many companies, allowing them to use AI to free up time and respond using AI. Whilst not likely to become a mainstream concept this year, we believe that voice-enabled AI will come to the forefront more. We may get some early adopters this year, with many seeing chatbots as an excellent return on investment, enabling them to deliver the same services at a decreased cost. 

Influencer Marketing Will Continue to Rise

A marketing strategy on the rise is influencer marketing, and we believe this will continue to rise. Recent figures suggest that 89% of companies who engage with influencer marketing will increase and maintain their investment next year. Micro-influencers are also a promising concept for those wishing to spend slightly less, as they often still receive high engagement. 

A New Year means a new time to assess your current marketing strategy. At Harrison Digital, we love keeping up to date with new trends to bring our clients the best chance of success.