What no one could predict, however, is the pace at which the major disruptive digital trends will keep coming and the unexpected directions where these developments will lead us.

So, we, once again, found ourselves at the end of the year, rightfully asking what 2023 has in store in terms of digital tech and marketing strategies. Well, let us try to find out.

Expansion of continued connectivity

So, we have seen that consumers spend most of their waking hours using the web at least in some form or capacity. Well, this simple fact completely changes customer demands since people came to expect that their opinions, complaints, and demands can be sent 24/7 and answers received with as little delay as possible. Thanks to the development of AI, machine learning, but also IoT which drastically expands communication these things are now possible. All these ideas are culminating in chatbots that are becoming increasingly capable of handling more complex client interactions.

Augmented and virtual reality becoming a thing

Augmented and virtual reality have tremendous potential in making the retail experience far more immersive, fun, engaging, and informative. And in situations when on-site retail capacities are not available, these resources present the closest thing you get to genuine real-life purchases. Well, the global pandemic we had to deal with the last couple of years proved that such solutions are all but necessary while the certain AR-powered game where you catch small pocket monsters proved this can be pulled off on a wider scale. The next year could be the year when all these blocs will fall into place.

SEO undergoing transformation

Search engine optimization was and always will be one of the main pillars of the digital marketing sector. Well, at least as long as people keep using search engines to get around. The tectonic shifts in the tech and communication landscape will inevitably change the focus of these industries. Therefore, an experienced social media agency will, as time goes by, need to start putting far less focus on pure content-based SEO and take into consideration a wider set of parameters like technical SEO, local SEO, and voice search. All these smart speakers and Alexa-powered devices need something to work with.

Personalization of the customer experience

Personalization is one of the key components of marketing, no matter whether digital or traditional. Speaking in cold numbers, 66% of clients expect companies to understand their unique needs and offer some sort of personalized content, while 90% of marketers claim personalization contributes to the profitability of their companies. And keeping in mind the resources like AR, machine learning, and AI, the opportunities for understanding clients' needs and wishes (even when they are not aware of them) and catering to these needs through personalized offers will only keep multiplying as time goes by.

Integrated marketing communications

Strong brands are built on consistency. Consumers have become very apt at noticing any small discrepancies which they see as a sign of unreliable companies. The solution to these problems can be found in closer channel integration which keeps all the advertising platforms and messages more focused on the same guiding principles. It is good to know then that the present-day tech landscape is growing incredibly capable of dealing with these demands. And not only that, we are seeing more fully customized IMC tools that allow individual brands to tackle these issues with optimal efficiency.

The rise of zero-party data

As of lately, our society became very concerned with issues of online privacy and willing participation in data sharing. We might add, with a good reason, too. But the modern digital marketing landscape is incredibly reliant on big data and third-party data collection vendors. How will we feed the global marketing machine if all these things go away? The answer lies in taking a more proactive approach to collecting zero-party data. Therefore, expect to see all brands relying far more heavily on surveys, polls, focus groups, quizzes, and all other activities that help them uncover more info about their clients.

Holographic advertisements

Yeah, we know this sounds very out there and Blade Runner-esque but the world always had a good way of emulating the great works of sci-fi. The holographic advertisements are not an exception and we will not have to wait for dystopian 2049 to start seeing them around. As a matter of fact, popular tech brands like Samsung and Intel have been demonstrating fully capable holographic tech ever since 2017. But, just like any other technology going through growing pains and slightly ahead of its time this one will need to mature into the mainstream as well. However, we will not have to wait very long for that to happen.

So, there you have it – the top seven most promising new tech trends and the ways they will shape the digital marketing arena in 2023 and beyond. As we can see, this sector is blowing through the roof and becoming incredibly exciting if slightly too wild and unpredictable. On the one hand, that will pose a genuine problem for pundits and analysts trying to predict where marketing will keep moving in years to come. On the other, this creative chaos will bear countless exciting marketing solutions that will benefit all parties involved in the process.

The death of DSLR cameras

DSLR cameras have long been the industry standard, but the tide is slowly turning. As technology continues to evolve, mirrorless cameras are gaining more prominence. The image quality and resolution of these cameras seem to be breaking records. Additional benefits such as significantly reduced noise and a lightweight feel also play in favour of mirrorless options. For these reasons, a number of industry giants have decided to stop producing DSLR cameras altogether, focusing more on their mirrorless alternatives. While there's no doubt that DSLRs will continue performing well for years to come, a mirrorless camera revolution is on the horizon. We can‘t be certain how kind time will be to DSLRs.

The rise of mobile phones

The sales of digital cameras have drastically dropped over the last decade, and it's not due to a lack of interest in photography. In fact, we are taking more pictures than ever before, but we are using our smartphones to do the job. Mobile technology has improved so much in recent years that the latest models are capable of reaching near-professional image quality. Smartphones can be used for taking high-standard images for social media and professional purposes alike. Even the editing process can be completed using mobile apps. And when we consider the convenience and accessibility of smartphones, it comes as no surprise that the average consumer isn't purchasing expensive professional cameras any longer.

The need for professionals

With the use of smartphones rising and professional cameras becoming more accessible, both companies and individuals are now able to take excellent photos themselves. While it might seem like there's no need for professional photographers any longer, that might not actually be the case. Certain aspects such as product photography may be suffering from businesses aiming to cut down on costs. But other areas are thriving, especially when it comes to lifestyle photography. For instance, professional family photography is on the rise as an increasing number of clients are looking to make memories with candid and beautiful family portraits. The same is true for wedding, event, and travel photography as well.

Surprising popularity of vintage

As every new generation of digital cameras appears, specs become better, the resolution is higher, and we can experience increased convenience and versatility. And yet, film photography is still seeing surprising levels of success. Although it's not as prominent as it was in the previous century, it maintains constant popularity. This could be prompted by the younger generations wanting to explore unfamiliar older technologies, or it could simply be the fact that modern cameras aren't able to replicate that coveted texture of the past. Regardless of the reason, there's no denying that medium format and 35mm photography are making a comeback. As a result, certain camera manufacturers are making new manuals as well, beautifully blending the old with the new.

Constant connectivity

Despite the vintage resurgence, connectivity is one of the hottest topics in digital photography today. With new technologies being implemented into DSLR and mirrorless cameras, features such as Wi-Fi connectivity, Bluetooth, and NFC have quickly become the norm. There's no need for memory card readers and connecting cameras to computers via cables anymore. Nowadays, cameras can easily be connected to devices with wireless technology, including computers, mobile phones, and smart TVs. This makes image sharing much faster and easier. Photographers can now share their work with clients during the shoot or immediately after its completion, thus freeing up some valuable space as they work, too.

Changes with AI technology

Artificial intelligence (AI) is an evolving technology that's transforming nearly all industries, including photography. This tech is already making its way into modern cameras and lenses. For example, image stabilization and autofocus systems both leverage AI for achieving more precise results, and so do automatic exposure and tracking features. Similar AI solutions are being implemented into editing applications and smartphone cameras as well. From automatic depth-of-field to AI-powered filters and object recognition, this technology is making digital photography easier and quicker. This will only continue to gain prominence in the future as AI develops further and becomes even smarter.

Vintage photography rises, DSLR cameras lose their popularity, and novel technologies continue transforming the industry as we know it. There's no saying what the future holds for photography, but the current trends are dictating a tech-driven revolution.