What will digital marketing look like in 2023?
Sadly, we don't have a crystal ball to gaze into the future and tell us exactly how to prepare our digital marketing plans in the new year. However, there are already a few growing trends that we will need to pay attention to going forward if we want to stay ahead of the competition.
Here are some of the key digital marketing trends that you should be keeping an eye on in 2023.
Depending on who you talk to TikTok is either the greatest invention of our age or the doom of modern society. Everyone can agree that the short vertical video format is highly compelling and can prove to be addictive.
TikTok was the most downloaded app in by the third quarter of 2022. It has over 1.8 billion users and is the 6th most popular social networking tool.
Many businesses are still in their infancy when it comes to using TikTok as a marketing tool, often disregarding it as an entertainment channel for children. However, the largest proportion of users is aged 19-30 with another third of their audience coming from people over 30.
With eyes on the global domination of social media, TikTok has invested in localization by introducing automatic caption translations. As they are instant and unedited, they are far from perfect quality, but they do make content available to an entirely new group of viewers.
TikTok is a channel that will continue to grow, develop and disrupt digital marketing in 2023 and one that we should all be keeping a close eye on.
At the other end of the social media spectrum, we have Twitter. This social media channel has been a key part of most companies' B2B strategies for the best part of a decade. Enabling companies to converse and engage with their customers on a more personal and individual level.
However, since being recently bought out and with the arrival of a new CEO, the future of Twitter is looking less unsure. There has been so much upheaval in the early days of new ownership that it is difficult to document it all here. The biggest changes have seen the lack of trust in the verification systems, a loss of overall site security, and the loss of a once free service.
Suffice to say that Twitter's future is an uncertain one and something that we will all need to review on a month-by-month basis in the new year to assess whether the risk is still worth any reward.
Creating video content is no longer a nice to have in your digital marketing strategy. 77% of people watch videos online each week with over 50% of them watching videos daily. 69% of consumers say that they would prefer to learn about a new product or service through a video than any other medium.
On top of this short, vertical videos have exploded the video marketing scene with the arrival of TikTok, Instagram Reels, and YouTube shorts. Gone are the times when filming vertically was considered a faux pas. Now it is the norm and taking a 'vertical video approach' to your digital marketing strategy in the new year is a must.
On top of making videos that are short and easy to digest you need to consider making them accessible to as many language speakers as possible. Subtitles are essential as many viewers consume video content with the sound off. Dubbing is also an option for making video content for specific languages though may be better suited to longer-form content.
There is no escaping the relentless march of time and innovation and this year has proven more than ever that machines are indeed on the rise.
2022 saw the release of Chat GPT-3 a powerful AI tool developed by experts at OpenAI. Following closely in the footsteps of AI tools that allowed you to create art and designs from user inputs, Chat GPT is being hailed as the next step in AI content creation. Forming a new way in which humans can communicate with machines.
The Chat GPT AI has been trained with thousands of hours of text inputs making it able to understand complex questions and sentences. It can produce texts, formulas, scripts, outlines, code, and many other different types of content on request. Some are suggesting that it could become the next big thing in search technology.
From a marketeer's perspective, it offers lots of opportunities but also potential security risks. As with all AI technology, just like machine translation, it should be used with expert human oversight. Chat GPT can give answers to questions with an air of authority even when they are completely wrong. It is a powerful tool that should be used with care.
There will be many innovations and technology disruptions in the coming year, some of which will prove as much a challenge as well as an opportunity for those of us to communicate online.
Localizing for global markets will continue to be an essential part of any international growth plan as it has been this year. Speaking the local language like an expert in any medium will remain the best way to understand and meet your customer's needs.
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