Here are 5 key digital and marketing trends for 2023, with a focus on understanding consumer behavior and improving customer experience. One of the first key is search box optimization (SBO):
- Companies need Search Box Optimization
There will be a greater emphasis on understanding the factors that influence consumer purchase decisions. By analyzing both qualitative and quantitative data sets, businesses can create better opportunities for customer relationship management, loyalty, referrals, and conversions. For example, financial institutions can enhance the multichannel experience by offering improved mobile technology and engaging customers through the Google Search Box Auto-Complete.
AI and Machine Learning Artificial intelligence and machine learning will continue to be important trends in 2023. These technologies can be used to improve customer experience by providing personalized recommendations and automating routine tasks. They can also be used to analyze data and improve marketing strategies.
- Influencers and Social Commerce In 2023
Influencers and peer groups will continue to play a crucial role in the customer engagement cycle. However, brands will focus more on building trust with micro-influencers, niche communities, and grassroots campaigns to create believable storytelling and drive engagement and sales.
Visual and genuine reviews, particularly on social media platforms like Instagram and Pinterest, will also become more important for seamless social commerce.
- Visual and Voice Search
Visual and voice search will become bigger in 2023, as demonstrated by Google, Snapchat, and Amazon. Brands are utilizing neuro-linguistic programming and AI to communicate with consumers via audio and voice-activated formats, including chatbots.
- Digital Marketing Traditional Channels
While social media has been a focus for many marketers in recent years, traditional digital channels such as affiliate/aggregators, PPC, SEO, and programmatic display will still be important somehow in 2023. Adaptive design like Search Box Optimization and multivariate testing/conversion rate will underpin these channels for micro-moments that matter and generate the majority of sales.
- Consumer Data Analysis, AI, and Machine Learning
Advanced technology such as AR, connected watches, and AI will be utilized in 2023 by brands like Ikea and BMW to overlay experiences for consumers. Data will play a key role in personalizing channels, including email, content, social media, and conversion rate optimization. Tools like sentiment analysis will also become more important to reveal customer opinions about brands, enabling organizations to fine-tune their product offerings, price tiers, sales, marketing, social media, and content. However, it’s important to note that a well-integrated tech stack and data analysts/scientists are necessary to maximize the potential of AI.