Commit Predicts 🔮 | Top 2023 Digital Advertising and Marketing Trends
December 19, 2022
Many brands are reflecting on their current marketing strategy and wondering what their next move should be. We went straight to the source! Our team of experts weighed in on what’s coming down the pipeline next year including the growth of AI, reels, sharp SEO content, multi-channel selling and the impact of rising costs on marketing budgets.
Here are the top trends that we predict will shape the marketing industry in 2023.
Digital + SEO
Digital marketing teams are working overtime to adjust to upcoming Google updates, changes in privacy laws and current economic conditions. Well-written and visually appealing content will be key to propping up your brand with SEO. With marketing budgets under scrutiny due to rising ad costs, smart content that provides a return on your spend will be more important than ever.
Get Your Zero and First Party Data in Order
Google may keep delaying it, but eventually third-party cookies will be no more. Companies need to take advantage of the extra time we’ve been given by Google’s delays to get data in order and invest in first-party data now as privacy laws continue to change.
The Growth of AI learning
Algorithms are getting smarter and smarter. Meta’s (Facebook’s) Advantage Plus and Google’s Performance Max campaign type are two examples of platforms pushing products that let the “algorithms” do most of the work. AI may mean a loss of control, but it also gives us opportunities to focus on other things as we find the right balance between automation and intervention.
Google Analytics 4 takes Over GA3 in June
GA4 is forcing everyone to rethink how they track performance. It uses a completely different measurement methodology than the Universal Analytics (GA3) that we’ve grown to love over the past years. If you’re not already simultaneously running both GA3 and GA4, start now so you have time to get familiar and don’t face any interruptions.
Inflation / Economic Conditions Impacting Ad Costs
CPCs have been rising dramatically in Google all year, and other digital platforms are similar. It depends on the vertical you’re in, but take this into account when forecasting 2023 budgets. This comes at a less than ideal time given the challenges the industry is facing with tracking/attribution. Marketing budgets will be under more scrutiny by C-Suite at a time when inflation and competition are spiking.
Quality Content Remains King
SEO-optimized content looks like fresh, valuable content that answers users’ questions or offers the solutions they’re looking for. High-quality content—that considers user intent and experience—is a crucial part of giving your audience a good experience on your website. Google’s search algorithm also likes to see that you regularly update your website with fresh, quality content that delivers value to users.
Voice Search More Prominent Than Ever
Voice search is another big trend that’s on the rise. With the popularity of smart speakers, more people are using voice search to find information online. To make sure your website is optimized for voice search, you need to focus on long-tail keywords. That’s because people tend to speak in full sentences when they use voice search. You should also make sure your website is mobile-friendly, as many people use voice search on their mobile devices.
SEO Driven by Content Visualization
Did you know that our brain processes visuals 60,000 times faster than text? Additionally, people are 85% more likely to buy your product after watching a video about it.
It was a big year for TikTok—short-form videos continue to dominate and will continue to propel social content in the coming year. Brands should continue to get their footing in producing photography and video for their social media channels, relying on agency talent and followers for fresh content.
Social Ecommerce and the Metaverse
Shoppable content on social media is now a more seamless experience. Opportunities for users to shop content through social media have increased and with interest in the Metaverse continuing to gain ground from both brands and consumers, it’s only the beginning.
Short-Form Videos Continue to Drive High Engagement
Short videos are dominating the market and will continue to do so in the coming year. Thanks to TikTok, Instagram Reels and now Facebook Reels, short videos are all the more popular than ever, thanks in large part to Meta’s continued prioritization of video over static and short video over long video.
Live Social Broadcasting is Here to Stay
Live streaming on Facebook, Instagram, TikTok and YouTube continue to be an effective way to connect with your audience authentically and directly with big news, behind-the-scenes content, demonstrations and Q&As.
Instagram’s Algorithm Prioritizes Reels and Original Video Content
Meta is now compensating content creators who create and post original short-form video content on Reels to encourage more native usage as it also rewires its algorithm to ensure those videos get seen more regularly.
Meta’s Expanded Ad Placement Opportunities
In an effort to offset continued revenue losses, Meta has been rolling out new paid placement opportunities for advertisers providing new opportunities for campaigns to be seen by those you target.
The Median Age of TikTok Users Continues to Mature
While still most popular with Gen Z, the fastest growing age demographic adopting TikTok over the past year has been over 35, reinforcing the platform’s continued resiliency and influence in shaping public discourse with most critical consumer age groups.
Creative + Branding
What should creative designers and art directors have their eyes on? Design will be all about capturing that nostalgic feeling, choices rooted in minimalism, 3D design and figuring out what role AI plays in creative marketing.
Experimental Typography, Minimalism & 3D Design
Think type that’s stretched, ultra-condensed, or even split in half. New fonts are being released with an artistic flare, which makes them feel both elegant and playful, allowing more room for designers to play with type. Designs are straight to the point and very intentional. Plus, with the rise of VR/AR technology, especially within the metaverse, 3D design has been popping up everywhere and will continue to be something designers will utilize and perfect in the coming years.
Vibrant Nostalgia Takes Us Back
You know you’re getting old when your childhood is considered a throwback. The 90s have been making a comeback and will continue to influence trends in design with the goal of capturing a feeling that is familiar and relatable to a large portion of millennials. You’ll see more solid, bright colors with flat line art that takes the audience back to the decade they grew up in.
Adjusting to Dark Mode in Email Marketing
Dark mode has proven that it is here to stay. The ability for people to choose dark versions of their favorite digital applications is affecting email marketing. It will be important for email design and layout to appropriately display on all devices and preferences.
Artificial Intelligence Reshapes Design + Copy
AI-created design and generated “photography” gives brands the option to digitally generate images that aren’t found on stock photo websites. This is still relatively new, so it will be interesting to see the full implications of this technology. Additionally, AI writing software can help generate content. However, it’s not very good at storytelling. We’ve all Googled something and seen a bunch of blogs that look relevant, but are basically spewing keywords (repeatedly). Annoying and not helpful, right? So, obviously, there’s still a need for talented copywriters. Whew!
Data Proves Color Choice Matters
Green is our unofficial color of the year. Research shows that shades of green dominated in click-through rates and conversions. Consider adding a touch of emerald, jade, lime or mint to your 2023 designs. Calming coral is also gaining popularity. This muted, peachy pastel pairs well with other members of the pastel family, as well as with dusty yellows and pinks for a nostalgic feel. Consider contrasting it with sky blue to round out a comforting, natural palette.
How do you continue to provide a seamless web experience for customers? While most brands have a solid ecommerce experience, this next year should be about bolstering that experience with additional selling channels and subtle enhancements.
Embracing a Multichannel Selling Strategy
Consumers, more than ever, are looking for multiple ways to shop at a business. This could be a brick-and-mortar store combined with a website or even a mobile shopping app in combination with a website or Amazon storefront. Consider adding a shopping channel to your portfolio in the coming year.
Micro-Interactions to Enhance UX
It’s time to elevate your website with micro-interactions which are small animations that offer subtle feedback to users. For example, one of the most common micro-interactions is when a website link changes color when a user hovers over it. Imagine a gradient slowly shifting hues as you scroll down a page, or a pop of color exploding from your mouse after you click an element.
Want to get on top of the trends in the near year? Contact Commit Agency to see how we can help.