Digital Marketing Trend in 2023

Regarding the gameplay and status quo of brand marketing in social media, Buzz media team has done a lot of disassembly for media fans in the last article. Recently, many friends are talking about the trend of digital marketing in 2023. We also did some homework, the content will be longer, so we will give it to the media in three phases. A few days ago, Buzz media guests prepared the first article about digital marketing trends in 2023 for media fans. Today, we will briefly review the content of the first article and take you to the middle article. In the first part, we have taken you to understand the current overall digital marketing trend framework from three aspects: fragmented content, online celebrity marketing and brand social responsibility. Today, our novella starts from three aspects: cookie and the future, social media fatigue and private community; In recent years, the traditional Internet marketing model has initially appeared increasingly fierce competition between the industry and the track, and brand marketing solutions under new technology scenarios have attracted much attention. Buzz Media customers hope that media fans can understand the market, grasp the trend and seize the opportunity with us! It can be predicted that by 2023, interpreting the new participation rules brought by breakthrough new technologies and new platforms will become a compulsory course for marketers. As marketers, we constantly strive to find new ways to promote contact and build fans for our brand through the power of emerging digital technologies. Opportunities for brand building are everywhere, whether through the cooperation of talents, the formulation of meta-cosmic strategy or the use of NFT fever. But how can we do this in a meaningful way and avoid sudden and untested traps? Trend 4: User data privacy rules are constantly adjusted, and digital marketing should be prepared early. Without cookie, it is difficult to track users through the network. Cookies are the core of most marketing teams. From collecting data to tracking users' journey, cookie can help marketers find important information about their consumer groups. CDP/DMP's platforms and companies in China in recent three years are believed to be familiar to media fans who have been doing marketing for a long time. In the international market, the change of Google cookie strategy may affect the advertising tracking in 2023, thus permanently changing the way we use cookies. Google plans to phase out third-party cookie on the Chrome browser in 2023, and soon Apple canceled its access to the iOS device identifier. By the end of 10 in 2022, Chrome had 65% of the Internet browser market share, and Safari ranked second with 19%. Since such a large proportion of Internet users choose Chrome as the default browser, the marketing strategy will be seriously affected by this change. For a simple example, it has become increasingly difficult to unify valid data and data in the dimension of client-based device ID. After several rounds of data compliance in China, everyone's feelings should be profound. International users have a greater demand for privacy, and the platform has to make corresponding considerations. So, is the era of cookies over? In the future without cookie, how can marketers implement new methods to collect important data? Interestingly, 4 1% of marketers think that the biggest challenge brought by the change of Google cookie is the inability to track the correct data. Therefore, if your marketing strategy depends on reliable data for online advertising, pop-up advertising or accurate audience positioning strategy, then consider new methods to obtain effective data. According to the experience of Buzz media customers, if you rely on platform data for a long time, even if there is no compliance requirement, the platform will "wean" the brand at the right time, because the platform will certainly gain more. Therefore, the refined operation of private domain should be put on the agenda as soon as possible. By 2023, we expect that the digital advertising expenditure will be rebalanced, including more brand building and fewer advertisements that pay too much attention to the effect. Digital advertisers will actively carry out marketing work to create a positive brand image for the whole consumer-reducing attention to specific goals. It is the key to let consumers identify their brands through their digital images with a strong brand image as the leading factor. This is the same as the popularity of private domain marketing in China in recent years. It will be more and more difficult to obtain user data in the future, and the value of effective user attribute data will be higher and higher. "The transition to a future without cookies will naturally make many of us feel uneasy. But riding the wind and waves. On the other hand, it is a more transparent, creative and ethical marketing method. " Trend Pioneer Brand Automation Creative uses social listening to test advertising technology company AutomatedCreative to create an innovative way to test new advertisements for customers. They don't simply rely on consumer data of advertising platforms, but make data-driven decisions based on what consumers say online. Automated creative analysts find data in their consumer research to test the themes used in advertisements, so they understand why some advertisements work better than others. Media Tip: Use consumer data analysis platform. If the change of privacy data affects the existing strategies of media fans, then we will need to find new ways to collect reliable data. Expand and improve the brand's own database. Collect more first-party cookie through website subscriptions and customer surveys to reduce the impact. If effective CDP/DMP can be established in the brand-owned database as soon as possible, data assets will also be an important part of brand premium. In addition, efforts should be made to strengthen the brand's seo strategy in the browser to make up for the loss of advertising traffic (it should be noted here that overseas users rely more on search engines than domestic users). Brand marketing strategies should be diversified. Due to Google's new policy, 23% of marketers plan to increase their investment in email marketing software. Another option is to use cutting-edge artificial intelligence tools to predict how people will react to brand content without consuming the budget of the doomed advertising series. Implementing prudent marketing strategy outside digital advertising will help fill the gap left by the lack of third-party cookie. In the previous tweet, we have also sorted out the recommended social media about overseas private domains and their usage methods, so I won't say much here. Interested media fans can refer to the previous content or private letter media customers to learn more. Trend 5: Social media brings more negative emotions to most users. By establishing digital marketing capabilities, brands can resist the fatigue caused by the negative emotional transmission of users. During the COVID-19 epidemic in 2020, the use of social media surged because people tried their best to spend their free time and connect with others. However, in the international market, the relevant epidemic prevention policies were relaxed relatively early, which led to interesting changes in the peak users. According to a report by GlobalWebIndex, since 2020, 65,438+02% people said they used social media less than before. Interestingly, compared with other generations, Generation Z is most concerned about the time spent on social media. They are also more likely to use social media less than before. By 2023, we may see more users choose to avoid using social media or actively monitor their social media use. Although we feel that young people are shouting "rectify the workplace and lie flat and fish" on the whole network, in fact, young people who are better educated and open their eyes earlier have more rational judgments about their interests, future and even time. Buzz media customers study consumers to further observe the reasons why people decide to leave social media. Interestingly, during the period from 2022 1 to 2022 1, 53% of emotional classified mentions about wanting to leave social media were classified as sadness. Anger is the second most common emotion, accounting for 27% mentioned in the emotional classification. Many social media users say that boredom is the biggest factor in not deleting social platforms. It seems that many people no longer find so much value from social media, or feel more and more negative because they have used these platforms for a long time. Brands began to integrate this social media fatigue into our digital strategy, providing brand audiences with a way to rest on the brand platform. Here are some brands that do well in this respect. Boohoo, a trend pioneer brand, cooperates with TheBrainCoach to promote mental health. In order to combat the bad body image, Boohoo, a fashion retailer, cooperated with Nawal, a clinical neuropsychologist, before Mental Health Awareness Week. This happened after retailers found that 70% customers didn't like their bodies, which was magnified by the use of social media. This is part of a broader campaign to make Boohoo's customers feel better and solve the digital drama and unexpected dark side of social media. Lush launched a global anti-social media policy. Lush, a cosmetics brand, quit four social platforms-Facebook, Instagram, Tik Tok and Snapchat. On the contrary, they encourage the audience to spend their time elsewhere in order to get more benefits from their social time. At the same time, the company is expanding its influence on YouTube, using Twitter to provide customer service, making valuable e-mail messages and inspiring on Pinterest. (This reminds me that in order to celebrate the 40th anniversary of his debut, Hua Zai held a concert in Tik Tok with 350 million people watching, but he turned off the reward function. Not long ago, he also quit the Tik Tok platform. He said that he hoped everyone would spend more time with people around him. He is an admirable artist with both virtue and artistry. If Andy has a new movie, I believe media fans will be as willing to contribute to the box office as I am! Media Tip: Focus on keeping the audience's attention. Brands that do this will make full use of their limited time to interact with the audience on social media. Brands will provide real value through content and have a greater impact on the audience. At the same time, constantly adjust the brand's social strategy to meet the target population who are willing to spend more time on the brand. Turn your attention to social strategies and consider topics related to mental health. Encouraging consumers to establish a healthy relationship with their social use will help create a safe space for them to get ready to return to the platform. Similarly, consumers may associate brand content with positive information, and this positive signal will be directly fed back to brand performance. Establish a strong relationship with brand users. The more accustomed fans are to seeing the content of the brand, the more likely they are to pay attention. We should pay attention to the consistency of brand news in the official media channels of the brand and improve the rate of return. Trend 6: Private communities are on the rise. People want a sense of belonging and connection, which creates opportunities for brands to deepen their relationship with customers. Smart brands know that where users are, the brand's business will be done. In the past, it was necessary to establish such brand influence in a large enough media, but Buzz media found through some recent surveys that this trend will become more obvious in 2023. One of the reasons why consumers spend time online is to establish contact with people or brands they like. On large social networks, it is becoming more and more difficult to filter effective information. In 2022, new applications such as BeReal or Gas were widely publicized, indicating people's desire for new things and truth. With the rise of Web3.0, we will see more decentralized networks in the next few years. Young viewers want more control over the pages they operate. They want more privacy, and the launch of real applications such as BeReal and Gas shows that people are eager to be their own place. Community and vertical platforms can provide this experience and provide opportunities for brands to be closer to customers. According to research by Hubspot and LoyaltyLion, 47% of consumers said that if they were part of a like-minded community, they would be loyal to a brand. Looking at online conversations around communities and vertical platforms, it shows that during the period of 65438+ 10/to 1 65438+10/5 in 2022, the number of people talking about this topic increased by 6% compared with last year. The desire for closer online contact has led to the rise of community platforms such as Reddit and Discord. Discord, for example, was originally used as a platform for gamers to communicate in the game. It has developed into an active community platform. In September, 20021,Discord reported that the global monthly active users reached1.50 billion, an increase of 50% compared with June, 2020. The number of Reddit among young people is also growing. A survey conducted in 20021found that 36% of Internet users aged 18 to 29 use Reddit. At the same time, the influence of social platforms drops sharply with age. If the brand can take advantage of this community demand and participate in the platform that attaches importance to connectivity, it will definitely benefit many loyal users. For example, you can create a Discord server for consumers to chat with each other or provide value on sub-streets where potential customers may spend time. Trend pioneer brands Lego and crowdsourcing (crowdsourcing outsourcing-is a specific mode to obtain resources. In this mode, a single organization can use a large number of network users to obtain the services and ideas they need. ) Lego is one of the earliest promoters in this field, and it continues to see the value of bringing enthusiastic people together. LegoIdeas is a creative community. Since its launch in 2008, more than 6.5438+0.8 million members have submitted more than 36,000 ideas. Lego brought some of these ideas to the market, such as the famous FriendsCentralPerkcafé Lego suit. Sephora embraces beauty fans, and the beauty brand Sephora has established its own community for makeup lovers. They make it easy for the community to access through different channels. This is part of their shopping experience, and they provide a valuable and safe space for the beauty industry to talk about their enthusiasm. Paramount and RECUR Build Digital Space to Express to Fans In 2022, Paramount and RECUR, as long-term partners, launched a series of digital NFT series on paramount.xyz, including fans' favorites from Star Trek to Top Gun. In a press release, ZachBruch, CEO of RECUR, said that these digital collection experiences provide a community for fans to participate in in the next few years. However, when some die-hard fans think that NFT doesn't match their favorite movies, these series did meet with some opposition. "The community is an important space for the brand and has the ability to cultivate loyal supporters. But this will not happen overnight. Brands must invest in their communities, otherwise they may fall behind competitors who accurately identify the needs of customers and potential customers for trusted peer content. Social recognition. "Media guest tips: vertical content specifically for the audience. Do some research before establishing a private domain to understand the needs of the audience. Think about what value you can give users. Share knowledge, exclusive information and activities, or make users feel heard in future product development. Cultivate relationships. The core of a community is the relationship established among its members. Although our main goal is to make people like brands, we need to focus on providing an interesting "party" experience so that fans can share and get information about their favorite topics. Encourage users to generate content (UGC). If UGC is properly planned, the product community will have a group of highly dedicated consumers to help the brand produce good content. Encourage them to publish their experiences and knowledge in the community. Listening to product recommendations from other customers is considered more trustworthy than brand promotion. Today, we roughly made a prediction in 2023 with the three dimensions of user data, user emotion and private domain in digital marketing. There are many topics behind every case and phenomenon. If you are interested or we haven't observed them, please leave a message or send a private message to the media in the comment area. In the next issue, we will continue to sort out the brand marketing in 2023 from four aspects: virtual reality, Web3.0, metauniverse and new technology. See you next time!