From AI to Programmatic Print: These Trends Shape Online Marketing 2023

From artificial intelligence to video marketing and programmatic print, we take a look at the developments every marketer should have on their agenda.

In a rapidly changing and increasingly digital world, it is essential for companies to stay up to date and continuously adapt their marketing strategies. In this technical paper, we examine some of the key trends in online marketing for 2023 and discuss how companies can leverage them to best reach their target audiences.

1. Optimize with AI and personalization

Artificial intelligence (AI) is taking on an increasingly important role in online marketing. One of the most important developments here is personalization. Customers today expect a personalized experience tailored to their needs and preferences. This is where AI comes into play by collecting and analyzing data about user behavior to create personalized offers. For example, tools based on AI technologies such as machine learning (ML) can analyze user behavior on websites to create personalized product recommendations.

Predictive analytics is another application of AI in online marketing. Here, companies can use ML algorithms to make predictions about customer behavior in order to make better decisions. Predictive analytics can help choose the right marketing strategy by analyzing customer behavior, buying patterns and trends, for example. Based on the data collected, it is possible to increase conversion rates and boost sales – in addition to more efficient and personalized advertising campaigns.

With the help of AI, the process of keyword research and analysis can also be shortened many times over. Since very large amounts of data are processed, the evaluation is also less error-prone than with manual research. With the right AI tool, keyword potentials and keywords can be identified within a few minutes and particularly high-quality experiences can be achieved. Not only SEO managers benefit from a simplification of the keyword processes, but above all the customers due to even more precise analyses.

2. Reels and video content on social media

Video marketing is one of the most successful methods of drawing customers’ attention to products or services and giving them an impression of them. The attention to the topic is no coincidence: videos are increasingly highlighted on social media. Whether it’s 30-second ads, vlogs or live footage, videos are one of the most popular and effective ways to engage consumers. They appeal to the senses both aurally and visually, making them an effective tool for getting messages across.

Videos know be shared on many different platforms and social media to reach a wider audience. Compared to other marketing methods, they have many advantages. These include:

  • Attention: Videos increase attention and establish an emotional connection with viewers.
  • Credibility: Videos increase the credibility of a company by conveying expertise and knowledge.
  • Reach: Videos can be shared on various platforms and thus have the potential to reach a large audience.
  • SEO: Videos help increase the visibility of a website in search engine results.

Video marketing is an effective way to reach customers and create an emotional connection. Social media in particular would not be what it is today without videos: On average, we spend a third of our time on social media watching videos. It’s little surprise, then, that Instagram or Tiktok have become the top platforms for video. In fact, in 2022, users spent an average of 19 hours per week watching online videos. Businesses that fail to take advantage of this opportunity are putting themselves at a significant competitive disadvantage. Short, concise videos that convey a clear message connect emotionally with viewers, making them an excellent addition to a marketing strategy.

3. Social Commerce on Instagram and Co.

People trust people – and that is precisely where there is enormous potential in online marketing. Social commerce uses media platforms such as Facebook, Instagram or TikTok to sell products directly. By combining social media and e-commerce, companies can present their products to a wider audience and offer customers a seamless shopping experience without them having to leave the platform.

The global pandemic has undoubtedly helped social commerce grow exponentially. However, despite the return to normalcy, there is no sign of this trend slowing down. On the contrary, social commerce retail is expected to reach a sales volume of 79 billion US dollars by 2025. An important factor here is the use of influencer marketing. Influencers often have a high number of followers and are therefore an effective way to promote products and increase sales. By working with influencers, companies can expand their audience and sell their products directly to their target audience.

Another way to leverage social commerce is through the use of chatbots. Generation Z in particular uses social media not only for entertainment, but also as a search engine. An important component for success in social commerce is therefore digital customer service. Digital platforms are ideal for implementing cost-effective chatbot solutions and improving the online customer experience. Companies should adapt their marketing strategies accordingly and take advantage of the opportunities offered by social media platforms to sell their products and thus increase sales.

4. Individualized campaigns with Programmatic Print

Programmatic Print is a further development of Programmatic Advertising, which has been used in the field of digital marketing for years. The method works in a similar way to Programmatic Advertising in the digital sector: companies enter their ad campaigns into a programmatic platform, which then automatically purchases and places the ads in suitable print media. Print media is selected based on target group and campaign criteria such as geographic location, interests, age and gender. The platform then optimizes ad placement to ensure it delivers the best ROI.

Another benefit of Programmatic Print is the ability to more easily measure and optimize the performance of print ads – driving better results. Automated print ad buying and placement not only saves time and money, but also achieves greater reach and ad effectiveness. So marketers should definitely consider including Programmatic Print in their strategy.

Conclusion: Keep an eye on trends and try them out

Online marketing still retains a dominant role for companies and marketers. The trends this year are characterized above all by further personalization and automation of and with AI, which enables even more targeted addressing of target groups. The importance of e-commerce on social media and influencer marketing as well as the use of programmatic print and moving images continues to grow in online marketing. This enables companies to tailor their messages to specific target groups and use advertising budgets more efficiently. With the help of data analysis tools and expert advice, marketers can thus develop a deeper understanding of their target groups and continuously improve their marketing campaigns.

It is crucial for companies to stay up to date and continuously engage with developments in online marketing. Not to be neglected: the needs of customers. Those who do not lose sight of these can operate successfully in online marketing in the long term and profit more.

Hartmut Deiwick ist seit Februar 2020 CEO der Löwenstark Digital Group. Die Full-Service-Agentur entwickelt und betreut Online-Marketing-Kampagnen in den Bereichen SEO-, SEA-, Marketplace Marketing, Affiliate-Marketing-, E-Mail-Marketing- und Social Media für Kunden aller Branchen. Zuvor war Deiwick Geschäftsführer sowie Sales and Marketing Director bei der PharmaHera Service GmbH, Apothekendienstleister von APONEO Deutsche Versand-Apotheke.

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