In 2023, we will continue to see digital marketing trends evolve and become more pervasive than today.
Here are four predictions for how things will change in the next 12 months. Changes in marketing are always exciting.
With new technologies, new strategies, and new ways of thinking, new trends emerge that help businesses stay ahead.
In 2023, we can expect several digital marketing trends to continue to evolve and become more widespread than today. Here are predictions for how things will change in the next 12 months.
THE RISE OF THE CHATBOT
Chatbot technology has been booming in recent years. These digital entities are becoming more and more popular with businesses and consumers as they become more advanced. With artificial intelligence algorithms at their core.
Chatbots make communications between brands and their customers fast and simple. Thus improving the shopping experience and supporting a greater diversity of users. In this article we will explore what the rise of chatbots entails. Its benefits for the company and its more creative uses.
The Rise of Chatbots
The chatbot concept came to life with Facebook’s April 2016 announcement. Although its origins date back to 1966, when the first of its kind was developed by Joseph Weizenbaum.
Since then many others have emerged and become popular thanks to the unleashing of chatbots’ ability to use artificial intelligence (AI). Chatbots are now present in every industry, location, and business function, expanding their reach beyond customer service.
Technology experts predicted that chatbot adoption would continue to grow thanks to the savings in time and resources that its use brings.
One of the main uses of chatbots centers around customer service and advice. These digital entities offer customers a personalized treatment. Interacting spontaneously with users, understanding the questions they may ask and answering them quickly.
This decreases the waiting time for users and improves the service offered by the company. One of the examples of this concept is the Sephora chatbot, which serves customers to recommend products suitable for their complexion, thus satisfying their demanding needs.
Chatbots are also very popular with consumers. In fact, according to a survey conducted by Distendia in 195 countries. 15% of consumers around the world interacted with a chatbot in 2018.
One of the main reasons for this was the availability of the service, since chatbots allow users to receive assistance 24 hours a day, 365 days a year.
Creative Uses of Chatbots
Beyond offering customer service support, chatbots can also perform a variety of creative roles. An example of this is Tina the T.REX, a chatbot designed to answer questions about what a dinosaur eats and how it stays fit.
This digital entity has become popular with children and shows the diversity of creative uses that chatbots entail.
In addition, chatbots are also in trend when it comes to promoting a brand or company. These can be used as virtual agents that spontaneously interact with the user, dealing with particular phrases or messages.
This allows users to read about a brand without having to search for the information.
The Ethical Dilemmas Caused by Chatbots
But the rise of chatbots brought with it some ethical dilemmas. For example, there are open questions about how chatbots should interact with users. And whether users should be informed that they are having a conversation with a bot. Another ethical question is in which situations chatbots can be used, whether to represent real users or to violate their rights. These dilemmas have been widely discussed and are seen as limitations for the industrialization of chatbots.
Chatbots are quickly becoming their own industry. And more and more companies are taking advantage of the benefits that this brings.
They offer users an unprecedented interactive experience, allowing brands to improve customer service and consumers to access information more easily.
While there are some ethical issues that remain unresolved, it is to be expected that the chatbot boom will continue to grow in the coming years, thus offering the promise of a better future.
FROM THE FUNNEL TO THE FLYWHEEL
When it comes to marketing, there is no denying the importance of understanding customer behavior to determine the best strategies.
The traditional marketing funnel has long been the norm for inbound marketing. However, with changes in customer behavior, many have turned to the new flywheel model to better understand and meet customer needs.
So what is the difference between both models? And which one is the right one for your company? This article is intended to help you better understand these two models and decide which one is right for your business.
What is a marketing funnel?
The marketing funnel is the traditional marketing model used to represent the customer journey. It is usually represented by a prominent downward-pointing triangle and consists of four stages: awareness, interest, decision, and action.
At the top of the funnel (awareness stage) is where customers are first introduced to a product or service, and at the bottom (action stage), the customer has made a purchase.
What is a marketing flyer?
The marketing flyer, on the other hand, is a more recent model that has replaced the traditional marketing funnel.
It is usually represented by a circular wheel and emphasizes customer retention and loyalty. Unlike the funnel model, the flywheel model focuses on the customer experience, with customer feedback and engagement driving the continuous cycle of improvement and growth.
The idea behind the flywheel is that it encourages users to engage more over time, which translates into higher customer retention and loyalty.
What is the difference between them?
The main differences between the marketing funnel and the flywheel model are the emphasis they place on the various stages of the customer journey and the focus they have.
The funnel model is linear and focuses solely on the initial customer journey from the top of the funnel to the bottom. It is divided into four stages: awareness, interest, decision and action.
This model does not provide any information about customer experiences beyond the decision stage.
The flyer model, on the other hand, is much more dynamic and emphasizes customer retention and loyalty.
It is also focused on improving the customer experience, rather than just driving customers through a funnel. It also provides a feedback loop that allows companies to observe, learn, and act on customer feedback, which translates into constantly improving customer experiences over time.
Which should you use?
As with any marketing decision, the choice of which model to use will depend on your specific business needs and strategy.
The funnel model is ideal for companies that want to guide customers through the sales process and ensure that their insight and interest is turned into action. The flywheel model is ideal for companies that want to retain customers and build loyalty.
The feedback loop provided by the Flywheel is invaluable in understanding customer needs and ensuring that their experiences are constantly improving.
The marketing funnel and flywheel models are two of the most popular marketing models. Both are valuable tools for understanding and engaging with customers, but which one is best for your business depends on your particular business needs and strategy.
The funnel model is great for leading customers through the sales process, while the flywheel model focuses on the customer experience and loyalty. Ultimately, it’s up to you to decide which model is right for your business.
FIGHT FOR ATTENTION
In a digital world as media and competitive as today, communication is essential to compete in the market.
Why is attention crucial in the digital world?
Attention is a key part of communication and is intrinsically related to the success of an organization, whatever the field it covers.
This, in a digital world as media and competitive as today, is a critical element for success in any field.
From entertainment to agriculture, medicine and business, everyone needs good care to achieve their goals.
In the last decade, digital technology has radically changed the way we interact with the world around us, from an array of products and services to unlimited communication.
The enormous growth of the web, the emergence of social networks and digital media have made the fight for attention increasingly difficult.
Attention is an increasingly scarce and precious resource, and success in the digital world is based on the ability to get and keep the attention of others.
Using technology to attract attention
Of course, one way to stand out in a digital world so full of content is the use of technologies. In a digital environment, companies can create more compelling communication and enrich the customer experience, thus delivering more satisfying results.
For example, in a telematic environment self-management and online care is being promoted, which is a clear alternative to telephone or face-to-face care. This new way of relating to companies offers significant advantages for the user.
The dangers of overexposure to digital media.
Although there are many benefits that digital technology offers, there are many dangers associated with using it (especially by boys and girls) in excess.
Excessive exposure to digital technology can be harmful, especially in the developmental stage of children.
Limitless exploration of digital content can lead to emotional problems and consent, as well as a lack of attention in daily life.
Using technology to attract attention can also have dangers if not used responsibly.
This is because there are many digital platforms that can be used for malicious purposes. These platforms can be used to act improperly by brand personnel.
Therefore, it is important that companies follow strict security and privacy regulations to protect the integrity and good reputation of the brand.
While there are benefits and dangers associated with using digital technology for attention, the truth is that technology is increasingly being used to gain and maintain the attention of a targeted audience.
This means that the fight for attention will continue to be stronger, and that good communication will be the key to success in an increasingly digital world.
Businesses must find ways to communicate that are tailored to their specific needs and that are both secure and effective.
Delivering the right message at the right time is relatively easy.
The need for ultra-effective segmentation to deliver the right message at the right time has never been greater than in the digital environment.
Modern modern branding, analytics and advanced segmentation require the adoption of advanced practices to remain viable in today’s environment.
What is ultra segmentation in Marketing?
Ultra segmentation means creating segments that include a depth of information about users, such as behavior, location, loyalty.
This segmentation will make it possible to meet all customer needs with greater precision, since no customer is the same as another.
Segmentation allows you to deliver the right content to the right person at the right time.
Benefits of delivering the right message
It is a reality that personalized marketing is more effective than traditional marketing, since it generates 54% more engagement and 45% more recall.
This is achieved through segmentation, with which we identify the target audience and deliver specific content according to their needs.
This means higher click rates, improved conversion, and more efficient email delivery.
How to segment the information
In order to get the best results, it is important to follow a methodology. The first thing is to unite all the pieces of information about the company and then apply it to the buyer personas.
Then, the information is segmented to know exactly the state of the target audience and subsequently deliver the appropriate message.
This must be complemented with audience segmentation based on behavior and interests, in order to have an understanding of the target audience and be able to deliver content accordingly.
Advanced techniques to deliver accurate content
To deliver accurate content, it is important to have a robust platform that allows you to track users.
These data will allow us to know the moment in which it is appropriate to deliver the content, and also deliver personalized messages that allow the greatest reach and engagement.
The segmentation, for its part, will allow us to understand the audience, so that the content is as precise as possible.
Delivering the right message is vital
Especially for companies, it is imperative to deliver the right message at the right time, as the results can be both good and bad, depending on how the information is delivered.
Delivering content to the right person, at the right place and time, in the right format is the best way to ensure a successful campaign.
This is the same both in the digital field and in the union or health, if the right message is not delivered at the right time, disasters can occur.
Delivering the right content to the right person at the right time requires professional tools and practices that are supported by data and segmentation.
This should always be taken into account when carrying out a marketing action. Since it is the most effective way to achieve the best results.
THE ARRIVAL OF SEO
In this year, there were as many searches on Google as on TikTok, mainly by young people. The different platforms will begin to work on their conditions so that the contents are found through keywords and not only by algorithms. Also check Descargar Videos de Pinterest
As the world becomes more and more connected, more and more people have turned to the Internet to find answers to their questions.
Google and TikTok are already two of the most popular search engines, both seeing an increase in searches from younger users.
But what is it about these two platforms that have made them so attractive to the younger generation?
Below we’ll explore why young people turn to both Google and TikTok for their search needs and what kinds of information they find.
Why is Google so popular?
Google is the world’s most popular search engine, and for good reason. It provides accurate and up-to-date information on any topic you can think of.
Many people rely on the search engine for their research needs, both professionally and academically.
For the very young, Google is a great tool for finding quick answers to a wide range of topics.
Google also offers personalized search results. With the help of its algorithms, it can personalize results based on the user’s location, what they’ve recently searched for, and even the type of device they’re using.
This makes it much easier to find what you are looking for without having to search through countless results.
Why is TikTok so popular?
TikTok is the world’s fastest growing social media platform and has become incredibly popular among younger users.
It offers a unique mix of short videos, often created by influencers and celebrities.
It can be a great way for younger ones to find information on various topics.
Unlike Google, TikTok is not just a search engine. It is a creative platform where users can express themselves through videos, share their thoughts and interact with other people.
The app also comes with a number of tools and features such as filters, emojis, etc. that can be used to create content that stands out.
Which do young people prefer for their search needs?
According to a recent survey conducted by Google, almost 40% of young people prefer to use TikTok and Instagram for their search needs, instead of turning to Google Maps or the Google search engine.
As more and more people join TikTok and express themselves through videos. The app has gained popularity among young people as a source of information.
On the other hand, Google continues to be the preferred platform for people looking for concrete and objective information.
It offers detailed and reliable answers to questions on any topic and can also customize the results based on user preferences.
Although it is not as fun and creative as TikTok, it is still a useful tool for further investigation.
What kind of information can you find on both platforms?
Users can find a wide range of information on both platforms. On Google, users can search for any topic and find a wide variety of up-to-date facts and figures, as well as expert opinions.
On TikTok, users can find entertaining content on various topics like fashion, beauty, lifestyle, etc.
Both platforms also offer tools to follow trends. On Google, users can see which topics are the most searched and trending on the platform.
On TikTok, users can use the app’s “For You” page to see the most popular videos and trends.
This year, young people have done more searches on Google and TikTok than ever before.
While Google remains the go-to source for factual information and in-depth research. TikTok is becoming increasingly popular as a source of entertainment and creative expression.
Both platforms offer unique perks and benefits, making them attractive to the younger demographic.
As the internet continues to grow, both Google and TikTok are likely to remain popular with younger users.
By understanding the benefits and differences between the two platforms. Businesses will be able to more effectively target their audience and reach potential customers.
Additionally, companies can use their insights to create content that engages their audience and helps them stand out from the competition.
VIDEO FORMAT AND VERTICAL CONTENT
An image is worth a thousand words, and a video is worth a thousand images. Videos in 9:16 dimensions will continue to be the most consumed format and their commitment to improving quality will be much more competitive.
Since the time of Confucius, the phrase “a picture is worth a thousand words” has transcended boundaries and has become an internationally recognized proverb.
And the advancement of technology has only made it gain more weight. As our screens become thinner, more liquid and more colorful.
As if it were a color palette, among the different content formats that currently exist. The audiovisual format (large format and vertical content) is the ideal one for a time when consumers are looking for spontaneous, fun and interesting experiences.
Why do we connect so much with video?
It’s simple: for modern audiences, video production offers an interactive experience that is enormously engaging.
When watching a video, we are usually spoiled with moving images, a proper soundtrack, and often an emotional ride. This is an experience that no written word can reproduce.
At the same time, it is important to express that the production of audiovisual content is a high-impact communication strategy for any company. If you’re trying to appeal to a modern consumer, transport them to their world.
Let your mobile devices become your windows to the universe, enlivening your senses in a thousand and one ways. Audiovisual content allows you to do just that.
This is, through an exciting and visually appealing sum, combining audiovisual content with relevant information.
Establishing the Benefits of Telling a Story Through Video Production
The best way to establish a link between a brand (and its products, services, campaigns, etc.) and its audience are through stories.
A good story allows us to boldly bridge the distance between two points. Connecting users based on their own ideals, dreams and expectations.
Visual storytelling is the clearest and most direct way to establish cultural units and connect with an audience. A successful company that tells a good story is immediately transformed into a follower of the culture’s philosophy.
For this reason, audiovisual content should be considered as an integral part of a company’s communication strategy. It is the most exciting and effective way to communicate a message and a mission through a screen. If a picture is worth a thousand words, then a video is worth all the millions of words in between. Also check Descargar Videos de Facebook
Leverage Interaction Through Vertical Content
An attractive feature of vertical content is the space for interaction. Vertical screens allow users to interact in a different way.
For example, the “swipe up” format is ideal for linking the vertical screen to a landing page. Thus achieving better conversion and results at the end.
Additionally, user movement benefits from vertical sizing because they have the opportunity. To tap from above or scroll from top to bottom, which aids in intuitive navigation.
This ensures a more comfortable experience for the user, which often leads to a better understanding of the content.
Finally, the vertical content format brings the brand and its products to life and achieves a much longer lasting visual impact. This allows the brand to have a presence in a natural and fun way, without resorting to annoying ads.
Is it worth investing in video production?
The short answer is yes. Audiovisual content is the best way to convey a message to a modern audience. If an image is worth more than 1,000 words. A video is worth more than a billion, and vertical content even more.
Audiovisual content production is a high-impact form of communication. That helps brands connect with their audiences and build a robust storytelling strategy.
Investing in video production (large format and vertical content) is a great way to communicate with modern audiences. Develop an audience of your own, foster high-impact storytelling, and accelerate concrete results.
If a picture is worth a thousand words, then a video is worth all the millions of words between them. Investing in the production of audiovisual content is a key step towards achieving the connection and impact that brands seek to generate in the digital world.