4 digital trends that will make waves in marketing in 2023

As we put the shock of 2022 behind us, let’s reflect on how far we’ve come in digital marketing – and where we’re headed.

Despite a tumultuous year, digital marketers had a couple things to celebrate in 2022.

This year, more accessible technology has allowed more marketers to use customer journey analytics to follow customers from first touch all the way through to advocacy. This is a huge shift for the industry, encouraging more businesses to embrace and implement the tool.

More brands also got personalisation right this year, following in the footsteps of masters of the craft such as Amazon and Spotify. And automation got increasingly successful at marrying these things together to create seamless individual experiences.

“While these aren’t sexy and have been around for a while, we need to celebrate the fact that most marketers can now get value out of adding them to their marketing plans,” says ADMA instructor and customer experience consultant, Simone Blakers.

We’ll likely see these trends move further towards the Plateau of Productivity in Gartner’s Hype Cycle in 2023.

But it’s time to look forward. Let’s explore the four trends that will make waves in 2023.

1. Welcome to the metaverse

You’ve undoubtably heard of the metaverse – a single virtual reality platform or environment where humans can experience life online.

Some trailblazing marketers have already jumped on board the concept, exploring the new playground of experimentation and opportunity.

Luxury fashion icon Gucci celebrated its 100th anniversary through a two-week virtual experience. It has also recently launched Gucci Town – a virtual replica of its concept store, the Vault – hosted on Roblox.

In the world of international banking and finance, HSBC has become the first financial services player to enter the metaverse realm. Through a partnership with The Sandbox, a leading decentralised gaming world, HSBC will acquire virtual real estate that will help them engage with sports, esports and gaming enthusiasts.

While technically the metaverse doesn’t exist yet, it will offer an untapped opportunity for marketers once its vision is fully realised. Experts predict the metaverse to add $5 trillion to the value of the global economy by 2030 – and 2023 will likely set its direction.

2. Despite decline, NFTs will help drive loyalty

Countless companies and brands jumped onboard the non-fungible token (NFT) wagon last year. The Australian Open offered collectible NFT art linked to live match data, Mattel launched an NFT marketplace for its Hot Wheels collection, and seemingly every band created collectible NFTs for their fans. But NFTs’ trading volume has dropped by 97% since January 2022, signaling the end of the trend’s pull-power. While the initial hype might have worn off, Forrester predicts brands will still use NFTs to help build loyalty through exclusive customer experiences and rewards.

Economic uncertainty impacts customer behaviour – in particular loyalty. With a looming recession and rising costs, customers will become more fickle and more likely to switch brands. In 2023, customer loyalty will present a significant opportunity for brands to maintain and even grow revenue – and NFTs will form a part of their strategies.

3. Blockchain will enable smoother loyalty reward program experiences

And while we’re on the topic… Blockchain is set to take customer experiences to the next level by helping marketers create more efficient loyalty programs.

Blockchain will reduce costs and improve efficiencies for brands and provide a seamless and secure experience for customers. It also allows marketers to innovate, reduce mistakes and empower customers.

Singapore Airlines provided the world’s first blockchain-based airline loyalty program in 2018 – making it easy for customers to convert miles into reward points – and spend through partner merchants through a digital wallet.

Blockchain’s ability to elevate experiences for customers and make systems more efficient will make the technology one to watch in 2023.

4. Voice search

Customers are talking to their devices more than ever. GWI reported a 7% rise in voice search as of March 2020. In 2019, over 5.7million Australians owned a smart speaker, with figures continuing to climb. From listening to music and checking the weather to setting alarms and staying up to date on the news, Australians love their smart, voice-enabled devices.

“Marketers need to start thinking about what they need to do to prepare for a world where people are just talking to devices,” says Simone. “What does that mean for your content and your search? What does that mean for how people find you?”

So what do these trends mean for you?

Before you start planning how you’ll conquer the metaverse or what NFTs your brand could create, consider if it’s really what your business needs.

Simone suggests asking yourself some important questions.

• What kind of business am I in?

• Is it part of my brand values to be innovative and cutting edge and follow these trends?

• Do my consumers expect that because they're also early adopters?

If you strategically need to ensure your brand is cutting edge and innovative, you should start experimenting with the metaverse. More risk-averse brands can start implementing customer journey analytics and focusing on getting personalisation and automation right.

Those in the middle can start playing with NFTs and working out how blockchain can create efficiencies and better customer experiences through their loyalty programs.

“I think a lot a lot of marketers feel under pressure to jump on trends and don't really know why they're doing it,” says Simone. “I suggest thinking about what you want to do with trends strategically and developing an innovation and trend adoption strategy before jumping in.”

Want to get ahead of the trends and leverage them strategically? Our range of digital marketing courses and certificates facilitated by industry experts like Simone will keep your finger on pulse. Explore courses now.