As technology continues to advance and impact industries across the board, the marketing environment isn't immune to these changes either. If truth be told, sophisticated technologies are completely transforming the world of advertising as we know it, bringing new tendencies and practices that are bound to dominate the marketing sphere in the years to come. With that in mind, here are some of the biggest tech trends in the industry that might affect your marketing strategy in 2023 as well:
Increased focus on video content
Video marketing tactics are on the rise, likely due to the fact that it allows audiences to consume content quickly and without much effort. This is especially true for short-format videos, enabling consumers to access the conveyed information much faster than with any other type of content. Video-first marketing strategies are quite effective at holding a viewer's attention, which is why they are slowly becoming a priority. For Gen Zs and Millennials, short videos such as TikToks, Youtube Shorts, and Instagram Reels are boosting brand exposure and increasing engagement at staggering rates. Live streaming also comes with great video marketing potential, particularly when combined with influencer partnerships.
The use of multilingual marketing
A large amount of data published online today is in English. Although it seems logical due to the language's universal nature, this does limit the reach of content. Many non-native English speakers still leverage translation tools, which aren't yet sophisticated enough to translate brand material perfectly. For that reason, the need for multilingual marketing materials continues to increase. This has prompted a need for quicker and more effective development of machine translation as well. As a result, digital marketers are using machine translation post-editing (MTPE) more frequently. This solution is proving to be efficient, as it combines local translator expertise with modern technology to deliver correct multilingual marketing material.
The continued rise of voice technology
With smartphones being a necessary aspect of our daily lives and smart speakers becoming commonplace in the average home, the use of voice assistants continues to grow in surprising numbers. In the future, this could present interesting marketing opportunities such as using unique notification tones to strengthen branding and incorporating music into the brand culture to increase customer engagement. At the moment, however, website and social media content optimised for voice search is key to advertising success. To implement this strategy, an experienced digital marketing agency will need to be hired. The right experts will know how to adjust to evolving trends, build a credible online presence, improve rankings, and boost ROI.
The success of push notifications
Push notifications aren't new in the world of marketing, but this tactic has recently been rising in popularity. It's a well-known fact that a significant percentage of consumers use mobile devices daily for their online activities, including product or brand searches and online purchases. However, the email and SMS marketing spaces are becoming overcrowded, making it quite challenging to successfully reach and interact with a targeted audience. That is why we will be seeing a more prominent use of push notifications in 2023, serving as a great method of attracting customer attention. When done well with valuable and unique messaging, push notifications can easily increase customer interactions and overall engagement levels.
AI-driven advertising strategies
Artificial intelligence (AI) is quickly evolving and becoming more advanced, forcing marketers to closely follow the technology's progress. As it turns out, AI-driven marketing is rapidly entering the daily lives of average consumers. Algorithms are currently determining which social media platforms and posts audiences will engage with, which search results they will see, and which ads will be displayed to them. AI is making advertising more intelligent than ever before, and is transforming the ways in which we connect customers to the intended marketing messages. Even though AI is an incredibly complex technology, digital marketers have to follow it closely and learn how to capitalise on potential AI opportunities in the years to come.
The appearance of holographic ads
While many of us still view holograms as science fiction, advancements in technology are turning this concept into reality. In fact, holographic technology is slowly being implemented into advertising, allowing companies to display 3D interactive images of their offerings. Displaying holograms seems to be a brilliant marketing tool for any business aiming to showcase its brand and increase awareness in a more unique way. Holographic content has the potential to make lasting impressions on consumers, thus making for a successful marketing campaign that boosts sales and ROI. However, hologram technology is yet to be implemented across the globe, and can only serve niche markets at the moment.
Evidently, new marketing technology will support different forms of content, aid in targeting audiences more precisely, and help in creating stronger bonds with consumers. Keep these trends in mind when developing your own marketing strategy to drive success in 2023 and beyond.