previous icon Back to blog
Nov 30, 2022
6 minutes read

Digital marketing trends for 2023

After a tough 2022, marketers will be looking ahead to 2023. With economic uncertainty the major theme for this year, it’s likely that marketers will be asked to do more with less. It's a challenging environment but as with all challenges, there are a host of opportunities that quick-thinking and acting brands can benefit from. We look at the marketing trends for 2023 and give our take on the developments that will shape the coming year.

Trend 1: Entry points

Entry points have been a hot topic over the past 12 months and that will continue into next year. In order to get customers talking and to be able to communicate with them in a conversational way, you first need natural, intuitive conversation entry points.

Adopting an omnichannel approach to customer engagement – meeting customers where they are – is essential to drive engagement and communication with people outside your usual sphere of influence. Designing a conversational customer journey that incorporates plenty of entry points to allow consumers and brands to spark up a conversation is vital in order to grow revenue and build customer loyalty. If consumers find it easy to communicate with you. They'll have the confidence that when there are issues, you'll be there to help them. 

Trend 2: Chatbots 

In recent years we’ve all become more familiar with chatbots. Admittedly, some implementations are better than others, but most of us are now fairly used to getting information and insights without speaking to a human. Equally, we’re also now familiar with the switchover from chatbot to live chat when necessary. In short, chatbots are no longer the alien proposition they once were.

However, as a marketing tool, chatbots are largely underused on conversational channels. This is a real shame because chatbots are ideally suited to starting conversations on third-party channels. The beauty of this approach is that your customers don't even need to visit your website in order to interact with your brand. Starting conversations away from company-owned platforms means that you can interact with a larger number of customers and prospective customers and gives you a much wider net to cast.

Increasingly, in 2023, we’ll see chatbots springing up across many conversational channels and on social networks via messaging platforms such as Instagram Messaging. This will give brands the opportunity to talk to consumers where they are rather than spending budget on enticing them onto their own platforms. 

Trend 3: Post-sale customer engagement

It’s very easy to lose touch with customers after conversion so linking customer service to your business's marketing function makes perfect sense. Seeing consumers fall out of the purchase funnel never to reappear is all too common, but is also relatively simple to avoid if you ensure your customer service interactions are visible to your marketing team and vice versa. When this is the case, both teams have the necessary context to ensure they're sending the right messages to consumers at the appropriate time in order to encourage repeat business and advocacy. 

Our Mobile Marketing Cloud and Mobile Service Cloud solutions can share a two-way integration that allows your teams to track all customer interactions in one place. Your customer service teams can understand which marketing messaging customers have received and marketing teams can view customer interactions to apply context-sensitive messaging. 

Trend 4: Big Data & data collection

Marketing has a data problem. With so much data available and so many ways in which to collect it, marketers often struggle to use data effectively. While 53% of marketers say you can't have enough data, one in three claim they don't know what to do with it. 

But data isn't going anywhere. In fact, we're only likely to be getting more and more of it. With that in mind, it's essential that you have the right tools to manage data collection and storage and enable you to divide your audiences into usable segments in order to personalise and deliver results. In this instance, marketers are increasingly waking up to the fact that a Customer Data Platform is a much more flexible data solution for managing data from multiple sources than traditional CRM or DMP solutions.

Another changing aspect of data collection is the prevalence of real-time messaging and the ability to gather conversational data in one place. With the right tools at your fingertips, you can collect hugely valuable insight and interest data from customers during their everyday interactions with your brand, 

Trend 5: Google verified listings for SEO

Google is increasingly placing more importance on local SEO and enabling consumers to create geographically sensitive searches for businesses and services in their area. In tandem, Google Business Profile is being given more prevalence and being active on your business profile can deliver real SEO and business rewards. With Maps and Business Profile now integrated, navigational searches have become a whole lot more useful.

Google's Business Messages allows businesses to communicate directly, in real-time, with consumers as and when they have questions or concerns. The platform allows users to interact with brands directly into their Gmail inbox and will become increasingly important in an environment where over 92% of global searches are made via Google. Bricks and mortar businesses can only benefit from effective use of the Google Business Profile platform teamed with the immediacy of Google's Business Messages. 

Trend 6: First-party data and Improved conversion insight 

First party-data is big news, particularly since the major browsers have moved to block various types of third-party data collection. 

Due to ad-blocking, browsers with tracking protection and those changing cookie laws, businesses miss out on between 10% and 30% of data from platforms such as Google Analytics and Meta-owned properties. 

Tools such as TraceDock will become more commonplace in 2023 as marketers look to replace lost data and ensure the insight they have allows them to make informed marketing decisions. 

TraceDock allows first-party data collection, cookieless data collection and server-side transaction tracking and works in parallel with your Google Analytics and Meta activities, enriching the platforms you already use. Crucially, this plug and play solution doesn’t store any data itself. 

Key takeaways

  • Meeting customers where they are and making your business available on the platforms that they use on a regular basis and are most familiar with means that you become part of consumers’ everyday messaging experiences, rather than a distraction from them.
  • Data is still the biggest story in marketing; the collection of it, the storage of it, and how marketers derive insights from it. They'll need to be aware of the limitations of certain types of data and also limitations on their ability to collect that data. However, with the right tools, data can be used in more inventive and effective ways than ever before, allowing for personalisation and increased creativity both of which are proven to improve engagement and drive conversion. 
  • Geographically driven searches will become more prevalent in 2023 with Google keen to link consumers with local products and services. Businesses operating in specific areas are now able to target consumers more accurately and consumers can connect with local businesses more easily. It’s a win-win for both.

So, 2023 looks to be an exciting year for marketing innovation and we’re excited to be part of it. If you want to find out more about how our market-leading technology can help your brand connect with consumers more effectively, get in touch with one of our experts. 

Interested? Get in touch with our team

Was this article interesting?
Share it!
CM.com
connects tens of thousands of companies with millions of consumers via their mobile phone each day. Behind the scenes, from our innovative platform, CM.com makes sure companies can use these millions of messages, phone calls and payments to become part of people’s lives.

Latest articles

engage-platform-effect-customer-service
May 10, 2024 • CM.com

Happy clients, happy agents: The "platform effect" in customer service

As a member of the customer service team, you stand on the front lines of customer interaction every day. In a world where customers demand quick and personalised service - long wait times, impersonal responses, or worse, incorrect answers, can quickly drive a customer away. Your goal, however, is to connect customers with your organisation and deliver the best answers and service possible. It’s incredibly satisfying to see a customer leave a conversation happier and eager to purchase your product. Your efforts can significantly enhance the customer experience, but you need the right tools to truly excel. Integrating these tools into a platform amplifies your capabilities and lets you experience the power of the platform effect.

payspace customer story
Oct 30, 2023 • Marketing

Enhance your Black Friday SMS Marketing with Pages

In recent years, SMS integration has played a pivotal role in transforming the Black Friday shopping experience. Both retailers and consumers have wholeheartedly embraced SMS as a powerful tool for communicating promotions, exclusive offers, and time-sensitive alerts.

blog-featured-leisure-travel-instagram-marketing-messages
Oct 23, 2023 • Instant Messaging

Introducing Instagram Marketing Messages for Leisure and Travel

The impact of social media on leisure and travel is undeniable. Platforms like Instagram and Facebook have transformed how people experience and plan their journeys. They serve as hubs for sharing photos, videos, travel tips, and reviews, essential tools for travellers worldwide.

The Software Debate: CPaaS vs Saas
Sep 06, 2023 • Messaging

The Software Debate: DIY, CPaaS, or SaaS?

Every business wants to communicate with its customers, whether for marketing, support, or operational purposes. But to do so, you'll need a way to get in touch with your customers- a communications platform. You can build software from scratch, integrate third-party software into your own systems, or implement new software all together. Are you still pondering the correct approach for your business? Then let's figure it below!

mejorar-experiencia-del-viajero-tecnologia
Aug 24, 2023 • Customer Data Platform

Customer Data Platforms: An Introductory Guide

As a marketer you have undoubtedly heard of the term Customer Data Platform. But what is it and what are you missing if you don't have one? In this guide you can read everything you need to know to bring all your online and offline customer data together and create marketing campaigns that give customers that wow feeling.

dutch-grand-prix-service
Jun 30, 2023 • CM.com

Fast Event Visitor Support at Formula 1 Heineken Dutch Grand Prix

When you go to any event, questions are likely to arise. How do you get there? Where can you find your tickets? And where will you stay? For some questions, you prefer instant support from the organisation. Swift and smooth. In this article, we’ll show how the Formula 1 Heineken Dutch Grand Prix will always help you in the best way possible.

dutch-grand-prix-marketing
Jun 30, 2023 • Marketing

How to Boost Fan Engagement - A Formula 1 Heineken Dutch Grand Prix Use Case

What’s so great about sports is that it connects all kinds of people. On the other hand, knowing no two sports fans are alike makes it challenging for sports organisations to address different fan segments. The organisation behind the Formula 1 Heineken Dutch Grand Prix acknowledged this challenge and didn’t just pack the CM.com Circuit Zandvoort with their best fans. Instead, they’ve managed to enhance their fan experience right at their first racing event in 35 years. What’s more, they keep improving fan engagement year on year. Curious to know how? We’ll share five insider tips on how the Dutch Grand Prix enhanced its fan engagement before, during, and after the race.

instagram-marketing-messages-feature1
May 22, 2023 • Conversational Commerce

Introducing Instagram Marketing Messages

In today's digital landscape, customer engagement is increasingly shifting towards social media platforms. This shift is well-founded, as personalised messaging on the messaging apps preferred by your customers can greatly enhance your brand awareness. With the introduction of Instagram's new Marketing Messages feature, you now have a powerful marketing tool at your disposal to increase your visibility where your customers are and re-engage them effectively, ultimately boosting your conversion rates.

SMS Marketing Use Cases for B2B
Apr 29, 2023 • SMS

B2B Text Messaging Use Cases to Build Your Business

You’ve heard about SMS marketing campaigns for consumers, but what about SMS marketing for B2B? B2B text messaging is an effective way to communicate with your business clientele, enabling you to build relationships with decision-makers and offer information that helps them make buying decisions.

Is this region a better fit for you?
Go
close icon