Yelena Petic
December 1, 2021

Tech Trends That Will Impact Your Marketing Strategy In 2023

The marketing industry, like most industries these days, is highly susceptible to economic change and constant technological evolution. If a business is missing out on any of the latest trends in marketing it leaves the business behind its competitors. That being said, continuous advances in technology and your business need to adapt cohesively in order to gain a competitive advantage, generate more leads, and attract new customers.

There will be more advancements in marketing technology in 2023, as digital marketing spending will increase to $146 billion in early 2023, but the focus will shift from traditional approaches like paid ads to exciting new search trends which are literally transforming the search landscape.

Below are the top tech trends that will impact your marketing strategy in 2023.

1. The Surge of Zero-Party Data Gathering

The importance of big data for businesses has never been greater. Data collection methods have been modified in response to global privacy rules, and in 2023, organizations will likely become more proactive in their data collection efforts.

In fact, earlier this year, Google announced that they would not be phasing out third-party cookies in Chrome until 2024, so it is a little later than what was originally planned which gives you time to strategize accordingly.

You collect zero-party data from your customers when they voluntarily and deliberately share that information with you. The data can be collected from forms like polls, website activity, quizzes, customer profiles, and customer messages.

All this data is gathered for building personalized and specific product/service ideas or suggestions and targeted interactive experiences for every customer. Additionally, it acquires conversion-relevant data with a much higher success rate.

2. Your Business Must Become Video-First

The power of video marketing is that users can quickly watch videos without much effort, especially when they're short, which means prospective customers can easily access the information they contain faster than any other form of content.

Video-first content can hold a viewer's attention longer than static content, and it is becoming an increasingly important marketing priority. For millennials and Gen Zs, bite-sized videos such as Youtube Shorts, TikTok, and Instagram reels are enhancing engagement and brand exposure. As part of its algorithm update, Instagram actively favors video creators with reels and gives them greater visibility.

Live streaming also promises to be an effective video marketing strategy. When live streaming is combined with influencers, prospective buyers will be able to interact with advocates/experts familiar with the product, discuss its advantages and disadvantages, and make a purchase.

3. SSP & DSP Coming Together

It has become more difficult to distinguish the difference between advertising technology enterprises that sell to buyers and those that sell to sellers. As of 2022, the Trade Desk, the largest independent DSP (demand-side platform), will integrate directly with premium publishers. DSPs have historically partnered with media agencies, but supply-side platforms (SSPs) are increasingly doing so.

To achieve success in 2023, programmatic platforms will need to develop a diverse revenue model and build an ecosystem that connects customers, vendors, producers, and data platforms. By developing bespoke DSPs, SSPs can offer buy-side capabilities.

4. No-Code is Crucial In 2023

No-Code is longer a trend it has grown to become one of the top essential tools for businesses. According to a study, by 2025, nearly 70% of enterprise apps will utilize No-Code technology. This percentage surpasses app development.

There are plenty of No-Code solutions for creating site surveys, questionnaires, bots, workflows, and more without having to rely on any coding code. From basic use cases like creating landing pages to more complex ones, like building a partner directory or analyzing data, no-code solutions will evolve over the course of 2023.

Not only does No-Code technology provide fast and efficient results, but it also helps support your bottom line.

5. Holographic Ads Will Be Seen Everywhere

Before, holograms were predominantly featured in science fiction films. However, as technology advances a new vision for hologram tech is becoming a reality. Bottom lime holographic technology is here to stay. This form of advertising technology allows busniesses to display 3D moving and interactive pictures and objects, making holograms the perfect marketing tool for businesses wishing to showcase their brands and improve customer awareness.

Holographic content marketing makes a firm impression within the subconscious mind of the consumer, which is crucial for a successful marketing campaign. In a world dominated by conventional and digital advertisements, hologram advertisements can stimulate the interest of customers, increasing business awareness and increasing brand recognition which all lead to more sales and higher ROI.

6. Multilingual Marketing

The bulk of online data is mostly published in English, which limits its reach. Most non-native English speakers do use an online translation tool, which usually does not translate and showcases your brand material incorrectly. Because of this the need for the production of multilingual material is only increasing. The serious need for quick development and design of MT (machine translation) is an understatement.

MTPE, also known as machine translation post-editing, has thus gained widespread popularity among digital marketers because it combines modern technology with local translator expertise to create multilingual marketing material that is effective.

7. App Push Notifications = High-ROI & Conversions

The climb of push notifications as a top marketing technology trend is motivated by one element. The email marketing campaign space has grown increasingly overcrowded, which makes it difficult to interact with your target audience. Potential customers are using mobile devices for all of their online activities, this includes brand or product searches as well as online buying.

So, it is logical that in 2023, businesses are resorting to pushing notifications as an effective means of attracting customer attention. When performed properly with unique and meaningful messaging that is sent at a shallow daily frequency, push notifications will boost your business’s open rates and transactions and a great perk is the boost in audience engagement overall.

8. The Return of No-Visual Audio

In 2023, marketing teams will have plenty of access to many types of interactive content other than video. Creating inbound traffic with the help of audio content, like podcasts, audiobooks, and presentations is all a potential option. For example, podcasts can be effective for inbound marketing strategies for businesses that wish to educate their audiences.

This may be helpful for appealing to a somewhat older demographic and attempting to boost engagement rates. In addition, podcasts could be an effective marketing tool to reach consumers if the company's marketing funnel includes a learning phase aimed at engaging consumers and helping them to better understand.

9. The Age of the Genuinfluencers

During the pandemic, influencers surpassed celebrities in their effectivness to impact consumer buying preferences. Now, consumers are moving away from the “perfect” social media influencer, which is forcing influencers that are earning on social media to make new modifications.

Enter the genuinfluencer. A genuinfluencer is someone who commands a following but does not fit the common definition of an influencer. Instead of promoting new products, they share advice, discuss their passions, and spread unbiased information.

Increasingly, businesses are aligning themselves with a "cause" and, in 2023, business executives must create a culture of social commitment that extends beyond competitive advantage. If you align your business with the right set of genuinfluencers who stand for the same values as your business you will build a stronger following and higher revenue.

10. The Arrival of Generation Alpha

Generation Z is the key audience for businesses that are attempting to remain relevant as well as acquire new leads and customers. As usual, times are changing, and now a younger generation will seriously transform the marketing landscape

Say hello to Gen Alpha, basically anyone born after 2010.

Due to platforms like YouTube Shorts, TikTok, Minecraft, and Roblox, Gen Alpha youth are used to material that allows for participation as well as consumption and will almost certainly mimic their millennial parents.

Generation Alpha is not only directly connected to their classmates through social media platforms, but they are also more socially conscious of global issues such as the food crisis and climate change and they are discussing these issues as well through all of these social media platforms.

Social and virtual communities have a key role in the life of a Gen Alpha. Marketers must implement interactive social media campaigns that will engage with Gen Alphas wherever they may be in the future.

11. Artificial Intelligence Advertising

AI has become more progressively advanced and extremely popular, and marketers must stay one step ahead and follow AI technology’s progress closely. Interactive advertising along with the aid of AI is sitting on the brink of entering the average consumer’s home.

AI technology is quite complex and marketers need to follow it closely to capitalize on any new opportunities available within AI. By doing this marketers can take their advertisements efforts to a whole other level in 2023.

AI has been incorporated into almost every digital marketing channel over the last few years, it has been one quiet trend in digital marketing but it hasn't been completely silent. Algorithms determine which social media posts/platforms consumers engage with, what search results they see, and the ads that are displayed to them. AI has made marketing more intelligent in the ways we connect consumers to the exact intended product and message.

12. Big-Data Platforms = In-Depth Monitoring & Analytics

The impact of data on marketing technology trends increases over time. Thanks to campaign performance monitoring tools and platforms, marketing managers can track the effectiveness of the content that is published, as well as capture metrics like CAC (customer acquisition cost), CLV (customer lifetime value), and more.

As we just mentioned above, over the next few years, machine learning and AI tools/tech will become more and more affordable, and there will be many new platforms for taking on the following tasks:

- Determining Accurate Pricing Resolutions

Thanks to marketing trends in 2022, businesses will be able to ensure that their pricing strategies have high upside potential which gives their product an advantage when compared to competitors.

- Inflated Customer Responsiveness

Having the ability to predict any changes in your customer’s values and needs will give your business better reactivity and adaptability within content creation, collaboration, and choosing the appropriate marketing channels.

- Increased Customer Loyalty

Collecting more data on consumers and processing that data with the help of an AI platform will help businesses cater to customers efficiently, offering them relevant and specific deals. Your business can promote products that are genuinely relevant to consumers without being overbearing and intrusive.

13. Programmatic Ads

Digital marketers still (as of right now) have a key role when it comes to setting up the ad itself. Default settings don't really give the desired results that one would hope for. Marketing managers have to constantly tweak the ad campaign settings to hopefully run a triumphant campaign that sees ROI.

There has been a projection that US programmatic ad spend will exceed $100 billion by the end of 2022, and the US and UK will have the largest share of the programmatic ad spend in 2023.

14. Blockchain-Based Marketing Tools

Advertising fraud is serious and it can cause huge problems for marketers. It has been estimated that marketing managers lose nearly $19 million a year due to fraudulent advertising activity. In 2023 you must use anti-fraud platforms to keep track of KPIs to have full transparency in your campaigns

Blockchain will allow marketers to offer consumers solid data, For example, a blockchain-based platform can keep all records that prove a product’s authenticity or origin, this builds brand trust and brand authority.

15. Voice Technology

Everyone and their grandmother have a smart speaker in their home, it is not a rarity in people's homes anymore. Studies show that the number of voice assistants had grown by 90% since 2017 and is only going to increase. The smart speaker market is to set grow from $9.00 billion (2021) to a whopping $34.19 billion by 2028.

This 2023 marketing tech trend is indisputable, this is what it means for marketers:

- Audio Branding Opportunities

Distinctive notification tones will be a unique way for businesses to stand out from their competitors

- Growing Importance of User Experience Using Voice Content

Because it is increasingly important for a person to feel comfortable speaking to a brand’s voice assistant.

- Music Will Impact Brand Culture

Almost 524 million people (globally) are active music streamers. People want to connect to busniesses that share a customer’s music preferences and this will be a growing trend in the future. For example, a business can create a branded playlist to connect with consumers and play up the user experience.

16. IoT (The Internet of Things)

Last but definitely not least our tech trend that will impact your marketing strategy in 2023 is the IoT concept. The big advantage of IoT is that this trend allows for better interaction with a business’s audience.

Below are the main changes that will take place in the world of marketing once the Internet of Things is widespread:

- Simplified Sales Data

A business's sales data is one of its most important metrics. With information about how, where, and how much your products are sold, you can adapt your efforts to the current market situation and smart devices will collect and transmit this data to you in real-time. This technology allows you to create effective marketing strategies and improve many indicators for the company;

- Instant Consumer Analysis

Through a combination of CRM and the Internet of Things, busniesses will be able to collect, filter, and organize customer data

- Improving The Quality of Service For Devices

By using the Internet of Things, devices will perform self-assessments and order parts or replacements in advance, saving consumers and manufacturers time, speed up their services and of track all of it

- Increasing Advertising Effectiveness

As a result of IoT solutions, busniesses will be able to create more unique and relevant ads, which results in a significant increase in the number of buyers, and with the help of connected devices, companies will be able to better understand existing and potential customers. Analyzing a user's preferences, habits, and personal taste will help to create products and individual approach  advertising campaigns that will attract as many like buyers as possible. 

- Social Media Marketing Optimization

When popular social media networks such as Facebook and the infamous Twitter were just starting out, many digital marketers did not see them as any effective working tools. This idea died out very quickly and changed the way we advertise. Right now, all types of marketers of enterprise-level business will tell you that if your business spends some time cultivating a solid social media marketing campaign your business’s Internet traffic will significantly increase. Now throw in the IoT and you have yourself a winning strategy.

In Conclusion,

New marketing technology and its advantages allow you to pinpoint your target audience more precisely, create stronger bonds with your customers, and allocate advertising budgets more effectively. Make sure you keep these marketing tech trends in mind when crafting your strategy for online customer engagement in 2023 because strategizing, executing, and monitoring campaigns will be affected by these new trends.

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