10 digital marketing trends for 2023

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The start of a new year is the ideal time to analyze the most notable trends in digital marketing
The development of new technologies and changes in user behaviour in the digital world are a constant challenge for marketing professionals. They must always adapt to the needs and tastes of consumers, so it is essential that they remain alert to the trends that appear at any given time. For this reason, at OCCAM we present 10 opportunities that 2023 presents to launch digital marketing campaigns in your company. Let's get started!


Artificial intelligence
Artificial intelligence ( AI) takes the work out of marketers' hands by assimilating fusion database behavioral trends from experience and results. This is highly beneficial for driving personalization and segmentation, as well as ensuring legality in data collection and storage.

By 2023, it would be very useful to take advantage of this technology to boost SEO positioning by analyzing success patterns. In this way, the continuous updates to Google's algorithms could be combated. But it is important to keep in mind that search engines penalize the use of applied AI to create massive content automatically.

In fact, the biggest trend that artificial intelligence will bring this year is chatbots . That is, chats assisted by robotics that allow customers to be served, resolve queries or offer product recommendations. The idea is to improve the effectiveness of their responses and focus on emotional impact to make them more human. Thus, users would have a more satisfactory and instant shopping experience thanks to their interaction with chatbots .

Automation
This trend relies on technology and artificial intelligence to replace manual work with automatic processes, with the aim of reducing errors and saving workers time. So far, this opportunity has been widely exploited in email marketing (or mailing ) . Therefore, this year the goal is to improve these practices to optimize the sending of emails without abandoning personalization.

Instead, an upward trend that we will see is automated payments that allow customers to make purchases quickly and easily. In this sense, the so-called “one-click purchases” are emerging. Another process that will gain strength will be the automation of two actions in programmatic advertising : data analysis and bid adjustments.

Omnichannel
Omnichannel marketing proposes a connected, integrated and coherent advertising experience across different channels. The goal is to reach the maximum number of potential customers through powerful strategies that impact the public. By 2023, the most widely used platforms in omnichannel marketing will be digital press, podcasts , virtual or in-person events and mobile applications.

The metaverse and augmented reality
Although the metaverse is still in development, the truth is that it has already reached the world of marketing and will continue to expand in 2023. This parallel universe can be used to boost business positioning, influencer marketing, decentralized commerce, merchandising sales , etc. At the moment, the metaverse is a very young trend, and that is why marketing professionals must stay informed at all times to discover how this world evolves.

On the other hand, augmented reality (AR) is a more developed trend related to the metaverse and can be put into practice more easily this year. AR offers an immersive experience to users that can encourage them to make online purchases . It is an innovative proposal that offers many possibilities yet to be explored.

The end of third-party cookies and the arrival of alternatives
In response to EU regulations, cookies that allow third-party data collection will be banned. Search engines such as Firefox and Safari have already removed them. Meanwhile, Google appears to be leaving them active until 2024, although it is already developing alternatives such as the Topics API , launched last year. This interface analyses the interests of Internet users and groups them into anonymous groups.

Thus, a marketing trend this year will be the search for and implementation of data collection processes that comply with the new regulations.

The more data we collect, the greater the desire for privacy
Personalization has been a marketing trend for several years, so in 2023 it will continue to play a leading role. This is a challenge for companies, as they must collect data from their prospects while respecting the law. To do this, they use surveys, contact or subscription forms, information on social networks... But what will make the difference will be the use of big data