15 Digital Communications Trends That Will Remain Impactful In 2023
16 January 2023
Obtaining digital mileage used to be straightforward. Create cute videos for YouTube. Advertising costs money. Engage bloggers to discuss you. Purchase a Facebook PPC. You go viral, boom!
But the game has changed since then. Today’s digital marketing trends result from the evolution of platforms, technologies, user behavior, consumer expectations, and business models.
Check out the most recent B2B digital marketing trends in this article. With their help, you’ll be able to see clearly where you should invest your money to get good returns. The conclusion: The trend is away from straightforward exposure and toward experience. We’ll also talk about the software marketing tools you’ll need to take advantage of these trends. Additionally, we will attempt to determine how the COVID-19 pandemic has affected business preferences for marketing strategies.
Going Mobile and Progressive Web Apps (PWAs) Keeping up with Voice Search Enhancing User Experience with Augmented Reality Native Advertising: The Rise of Virtual Events The Shift to Omnichannel Marketing Artificial Intelligence and Analytics Going Mobile and Progressive Web Apps (PWAs) Beware of Invading B2B Digital Marketing: Increasing the number of B2C Experiences: Events and Promotions More Marketing of Video Content Utilizing User-Generated Content Podcast Marketing Influencer Marketing Chatbots Keep Your Local SEO In the United States, 28% of adults report being online “almost constantly” (Pew Research Center, 2019). This figure only represents a portion of the 81% of Americans who log on to the internet each day. Nowadays, it is fairly simple to reach someone. Naturally, there are nuances, such as knowing what to say and when and through what medium. Yes, these are the best marketing communication strategies. At the very least, nothing fundamentally has changed.
However, internet users use it in different ways. Marketers must compete for positive sentiments and attention across a variety of devices, browsers, websites, and content. This is, in a sense, more complicated than marketing communications in the past, when tri-media was used primarily: radio, television, and print
In addition, when it appears that attention spans have decreased, or, more accurately, when we have an innate propensity to constantly switch between stimuli rapidly (The Outline), it is difficult to compete for attention. It is claimed that this is an evolutionary adaptation that enables us to concentrate on intricate tasks while maintaining some awareness of our surroundings. Additionally, the internet is not devoid of stimuli. Therefore, how do marketers deal with these issues today?
Live events were a major way for marketers to connect with customers and find new ones before the pandemic. However, due to the pandemic, organizations and businesses were forced to move live events online. Despite the fact that the pivot was necessary, it is highly likely that marketers will continue to play a significant role in the marketing strategies of businesses.
At the beginning of the Covid-19 restrictions, 49% of B2B marketers substituted virtual events for some of their in-person events. In the meantime, 16% were unsure and 19% stated that they replaced the majority of them. The individuals who had no plans of supplanting the occasions addressed 16% of the respondents (B2B Promoting Zone, 2020). In the latter case, it may have indicated that they did not move the events online at all.
In addition, virtual events were being held in March 2020 by 332 brands in the United States at the start of the lockdown. In January and February 2020, respectively, only 223 and 235 brands held online gatherings before that.
In light of the coronavirus pandemic, event professionals in the United States have revised their revenue projections or budgets as a result of this. 43% have already reduced their numbers, and 48% have not yet made any adjustments but plan to do so. Only 9% intend to maintain their current levels (PCMA, 2020).
Additionally, marketers based in the United States and the United Kingdom examined their requirements when switching to virtual events. Rethinking their events strategy while ensuring success and meeting organizational goals was their primary need (58%) The next step is to complete the task by collaborating with other individuals or teams. In addition, 43% stated that in order to transition to live events, they would need to acquire new technology and skills. Ultimately, 31% of respondents said that they need to recruit various sellers for their virtual occasions than their standard accomplices (eMarketer, 2020).
Naturally, the shift also requires event planners and businesses to alter their approach to these events. 71% of event professionals in the United States are adding a Q&A section, chat, and other interactive features to their events. Sixty-nine percent said they would use a webinar format, while another sixty-two percent said they would shorten programs and invite speakers via livestream (PCMA, 2020).
Virtual events are still the preferred method for organizations to this point, and it remains to be seen whether their popularity will continue after the pandemic. After all, a PCMA survey found that 48% of respondents will continue to be hesitant to travel. In the meantime, 27% anticipate a pending demand that must be met, and 25% cited other reasons.
Digital media are used differently by customers. This is crystal clear. A few purchasers surf the net to peruse articles near their inclinations and occupations. To pass the time, some people use gaming apps. However, these usages contain some connections and intersections. The majority still use social media. despite the fact that a lot of people use search engines to find videos, news, and products.
If you are good at being visible on certain channels, you will meet internet users in one way or another. They might be prospects, customers, or, for lack of a better term, ardent haters. Once you have, this is the time to thoroughly qualify these leads to determine who, in fact, will likely become buyers, brand evangelists, or simply stop hating your company. This is how organizations typically operate.