Experience is Everything: Advertising Trends in 2023 to Incorporate into Your Strategy
This guide summarizes the 2023 advertising trends to look out for to boost your business.
What will the digital advertising landscape look like in 2023? With the development of technology and consumer behavior, it’s anyone’s guess what shapes digital advertising trends in the coming years.
As the world slowly recovers from the pandemic, businesses are looking for innovative ways to stay competitive. Digital advertising has yet to reach pre-pandemic spending levels. Recent data suggests it’s steadily increasing and expected to speed up over the next few years.
Businesses are now exploring new opportunities to engage with customers and promote their products or services while spending cautiously.
Because of the uncertain economic climate, advertising will look a little different in 2023 and the years that follow. Businesses will likely be conservative with advertising expenses, and marketers must be agile, efficient, and creative to stay competitive.
With the rise of digital media and changing consumer behavior, the digital advertising landscape is changing fast. Businesses must stay adaptable and informed of the ongoing advertising trends to make the most of their budget and stay ahead of the competition.
To help stay ahead of the curve, here are five digital advertising trends in 2023 and beyond:
1. Authenticity Will Matter Most on Social Media
Consumers will look for genuine and relatable brands as they recover from the pandemic and brace themselves for a long road to financial recovery. They will be less inclined to take chances with new brands and more likely to invest in those they trust and have an affinity for.
Social media being the key platform for advertising nowadays, it’s essential businesses take a people-first approach and focus on creating meaningful connections with their customers.
At the start of 2023, more than 59% of the world’s population used social media platforms in one form or another. As the number of users continues to grow, so does the reach of social media influencers.
Unlike traditional celebrities, influencers are likelier to create content that resonates with their followers – especially for Gen Z . Businesses should emphasize finding influencers who can authentically tell stories about their brand to cultivate relationships and foster customer loyalty. Leveraging user-generated content and collaborating with macro and micro-influencers will help brands build an authentic connection with their customers.
Authenticity has been a critical factor in successful marketing campaigns and will continue to be essential as we move into 2023. With the right message and approach, brands can remain top-of-mind while fostering customer loyalty.
2. Visuals Reign Supreme
As consumers’ attention spans continue to wane, visuals have become increasingly important in digital marketing campaigns. Video content will continue to be popular, allowing brands to engage with customers more effectively. A well-curated visual can help marketers capture a customer’s attention in just 8 seconds. This 8-second figure is critical as it’s the average attention span of a consumer in the present day and age.
With video, marketers can create short-form content that is both informative and entertaining. Visuals also have the power to evoke emotions in viewers and make them more likely to remember a brand. Businesses ensuring high quality and well-crafted visual content can attract attention in as little time as possible.
More companies are investing in visual marketing and interactive experiences, such as augmented and virtual reality. With these tools, businesses can create an immersive environment for customers to explore their products or services more closely.
Currently, Youtube has the lead in visual content, but TikTok has seen a surge in popularity during the pandemic, threatening the decade-long dominance of Google’s video-sharing platform. Not to be ignored, other platforms like Instagram and Snapchat remain relevant in the space. To stay competitive, businesses should create content for various platforms and leverage the power of user-generated visuals to reach their target audience.
3. Artificial Intelligence Shapes Strategies
Artificial intelligence and machine learning have become increasingly important in the world of digital advertising. By 2027, the AI market is forecast to hit a whopping $407 billion, growing by 36.2% CAGR between 2022 and 2027. Even the tech juggernaut Google isn’t safe from the AI takeover, as Gmail creator Paul Buchheit predicts AI will cause a “total disruption” of the search giant in as little as a year or two.
AI has become integral to any digital marketing strategy, allowing marketers to automate tasks, save time, and maximize ad spend. AI-powered tools can now target customers based on their browsing habits and interests, allowing marketers to personalize ads and create more effective ad campaigns. From ad targeting to customer segmentation, artificial intelligence is used in more aspects of digital advertising, where data-driven decisions are now more important than ever.
Generative AI tools that create content such as videos, images, and even music are now used by marketers to create personalized campaigns. AI tools like ChatGPT and Jasper can craft persuasive copy with minimal input from the user. ChatGPT, in particular, has become the fastest-growing app in history (with over 100 million users two months after launch) and has prompted Google to release its own version – Bard. These AI writing tools help marketers create content while ensuring it’s optimized for their target audience.
AI art has also taken the internet by storm. Using AI image processing tools like Midjourney, you can create stunning visuals in minutes from simple prompts. These AI-generated images are always original and can be used for digital advertising campaigns to grab viewers’ attention and stand out from the competition.
Artificial intelligence has revolutionized the marketing industry and will become even more prominent in 2023. Many think 2023 will mark a critical inflection point for AI. AI-powered technology can analyze consumer data, identify target audiences, and deliver personalized experiences. The impact AI has made in such a short time makes it safe to predict that it will dominate various aspects of marketing and threaten to render traditional marketing methods obsolete.
4. Voice Search Optimization Will Become More Important Than Ever
Previously, people interacted with the internet using text-based search queries. But, as voice assistants like Alexa and Siri become increasingly popular, more than 71% of consumers now prefer voice search due to its convenience and accuracy.
Businesses need to optimize their content for voice searches to ensure their customers find what they’re looking for. Voice searches tend to be longer and more conversational than traditional text-based searches, so marketers need to customize their content to meet this query. For example, people usually speak in questions when using a voice assistant, so keep this in mind while writing content to capture voice search queries.
Voice search optimization requires a deep understanding of natural language processing, which is the key to unlocking voice search queries. Marketers should use long-tail keywords, include structured data in their content, and optimize for featured snippets in voice search results.
In 2023, voice search optimization will be essential for businesses looking to stand out in a crowded marketplace. Voice search optimization can help companies to reach a wider audience and improve their visibility in search engine results pages (SERPs). By honing their voice search optimization techniques, marketers can ensure their content is at the top of search engine results, increasing their chances of being noticed.
5. Mobile-centric Campaigns Continue Their Dominance
The use of mobile devices has grown exponentially in recent years, and you can safely bet that it will not change anytime soon. As such, marketers should ensure optimized campaigns for all screens. This includes ensuring that websites and content are responsive and consumers can easily view it on all devices—especially those with a vertical display.
Mobile-centric campaigns should also consider the user experience. Marketers must consider all aspects of the mobile audience’s journey, from pre-click to post-click. This means tailoring that content for mobile viewers and optimizing for speed—no one wants to wait for more than a second for a page to load, let alone an advertisement. Additionally, marketers should remember that mobile users often have shorter attention spans, so keeping ads concise and to the point is a must.
Mobile gaming has also become increasingly popular, and marketers should take advantage of this trend by developing creative campaigns that engage users on the go. In-game rewards can capture attention and create an immersive user experience, leading to higher conversions.
In 2023, mobile-centric campaigns will remain critical for businesses looking to reach their target audience. With more people relying on smartphones than ever, marketers must optimize their campaigns for all devices to ensure they stand out in a crowded marketplace. By considering user experience and taking advantage of the latest trends, such as mobile gaming and interest-based targeting, marketers can ensure they create campaigns that drive conversions and lead to success.
Ready for 2023’s Advertising Trends?
Digital advertising trends constantly evolve, and marketers must keep up with the latest trends to remain competitive. If the trials and tribulations of the previous few years have taught us anything, it’s that marketers must be agile and prepared to pivot their strategies at a moment’s notice. They should be bold and experiment with new technologies and techniques, such as AI tools and campaign planning software.
Platforms like Mediatool can help marketers simplify their campaigns and develop targeted strategies that stand out in the marketplace. With the right marketing tools and an agile mind when it comes to digital advertising, marketers can create successful campaigns that reach their desired target.
Looking for more ways to be efficient and stay ahead of the curve? Take a tour of Mediatool today!