Tips for a Digital Marketing Strategy for 2023

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Do you need tips for a digital marketing strategy for 2023? Whether you know it or not, the answer to that question is YES. every year things change and 2022 was no exception. Changes such as the elimination of Universal Analytics in Google Analytics in favor of GA4, the slow removal of third-party cookies, and the nearly non-existent organic reach of posts across multiple social platforms mean you need to change your marketing strategy for 2023 if you want to continue growing your business.

digital marketing strategy for 2023
Image courtesy of Smart Insights

Well, if you’re looking for some tips to improve your digital marketing strategy for 2023, you’ve come to the right place, so read on.

According to the Digital Advertising and Marketing – Global Market Trajectory & Analytics report, the digital advertising market will reach a value of $786.2 Billion by 2026. That means this market is constantly growing, and the digital marketing landscape is evolving rapidly as platforms change the rules of the game, sometimes with little warning. Thus, many businesses find it hard to keep up with all of the latest trends and strategies.

That being said, let us look at a few tips that can help you plan a digital marketing strategy for 2023 and beyond.

Digital marketing strategy for 2023 and beyond

#1 Focus on AR/VR content creation

The world of augmented reality and virtual reality (AR/VR) content is still in its infancy, but as technology continues to develop, it’s only going to become more and more important for businesses. The Verge reported that Meta spent over $10 billion on its Metaverse, which is a platform highly dependent on AR/VR technology. This shows that the big players in the market are already investing in this technology. As such, you should consider how to incorporate this kind of content into your marketing strategy.

AR/VR enables brands to engage with customers like never before. It’s an immersive experience that allows users to experience products or services in new ways, including virtual storefronts.

We’re only just beginning to see the potential that AR/VR has for business marketing. With time and investment from companies across industries. For 2023, you can plan on using AR/VR to give your potential buyers or clients a 3D lifelike representation of your products. They can see and understand the true scale of these products far better through AR/VR than they would through normal pictures.

Even if you don’t have the capital to spend so much, start small, but don’t stay out of this trend for too long because you’ll end up missing out on a lot down the road.

#2 Create compelling, high-quality video content

There’s no better way to educate and inform your audience than by using video content. Video is also more engaging than other types of content because it provides a visual and auditory experience that engages viewers’ senses.

Marketing and educating the audience about your products or services through video content is something you must include in your 2023 marketing strategy. Not only is it a better approach for your potential buyers to learn about your products, but it’s also a better way to engage with them.

More engagement means you attract more interest and motivate consumers toward conversion. It’s then up to you to convert those interests into leads and then into sales.

#3 More focus on reputation management

The ability to manage your brand reputation is even more important now that we live in an age where anyone can say almost anything they want about your brand online with impunity, even your competitors that write fake reviews of your products that point out failures that never occurred. More importantly, those comments may stick around forever. Thus comes the need to manage your brand reputation, which is best handled through an experienced digital marketing agency.

This Dallas-based social media marketing agency provides reputation management services that you should take note of. In a way, the Dallas marketing agency oversees social media management. In doing so, it keeps an eye out for any negativity spread around concerning your brand or business. Through strategic planning, the agency then slowly and carefully hides or gets rid of the negativity through press releases or other means and helps build brand awareness.

The negativity surrounding your brand doesn’t always paint the full picture and can bring your business down unnecessarily.

There was this negative iPhone 14 Pro review on Digital Trends where the reviewer went on a rant regarding how certain visual and technical features add nothing unique when compared to the phone’s predecessor. However, the reviewer doesn’t talk about the software or security updates made on the phone’s system that helps it stand apart from its predecessor. In doing so, they simply paint a poor image of the product by highlighting the negative aspects only.

That’s why it’s vital to manage such false negativity and paint a brand image that’s true to your business.

#4 Expand into various social media platforms

Social media is a great way to reach a wider audience. Your target audience will most likely be on social media, so it makes sense that you should be there too. Social media platforms such as Facebook, Instagram, TikTok, and Twitter allow you to promote your brand, engage with customers and build relationships with them.

Of course, you can’t stay confined to specific social media platforms. You need to explore your options and expand to newer platforms and new types of social content in response to the desires of your target market. Below, you see some characteristics of the top platforms to help you decide which ones are worthy as part of your digital marketing strategy for 2023. Don’t over-commit to too many platforms that you don’t have the bandwidth to maintain properly. It’s more important to invest in doing a few platforms well than spreading yourself too thin by trying to develop a presence on all of them.

demographics across social media
Image courtesy of IWD

The digital marketing industry is constantly evolving, and it’s important to stay up-to-date with what’s new. If you want to be successful in this field, you need to keep up with trends, know how they affect your business, and develop strategies around them.

#5 Living in a cookieless world

Third-party cookies are bits of code attached to a user’s IP address that shows where he/she visited recently. In the past, businesses used these cookies for a variety of purposes, such as showing competing ads on social platforms when a user visited one or more of your competitors. You might have noticed that, when you searched for a Samsung smartphone for your nephew for Christmas, you started seeing ads for all brands of smartphones the next time you logged on to Facebook. Well, all that’s going bye-bye as Chrome and other browsers get rid of third-party cookies.

In an effort to offer more data privacy, browsers are getting rid of cookies, except for first-party cookies. In response, major brands are strengthening their use of these first-party cookies. Below, you see a graphic from Deloitte showing how CMOs (chief marketing officers) are strengthening their strategies using first-party cookies to make up for the loss of other types of cookies.

1st party cookies
Image courtesy of Deloitte

$6 Switch to GA4

Universal Analytics from Google is a valuable tool for monitoring, analyzing, and optimizing your digital marketing strategy. The transition to GA 4, the next generation of Google Analytics tools, is nearly complete. If you haven’t installed the tracking code for Google Analytics yet (and WHY haven’t you), you must automatically use GA 4. For the rest of you, it’s time to update your tracking code to GA4 or you’ll lose access to your data moving forward.

The move to GA 4 benefits organizations with multiple channels, such as app stores, helps you better understand the customer journey using events, enhanced privacy tools to optimize a cookieless world, offers predictive modeling to better understand conversion, and allows direct integrations to media channels to support conversion. Unfortunately, at least in the current version, this comes at a cost. First, you need to learn how to use the new platform, which has a much different interface than Universal Analytics. Second, you lose some demographic data such as age and gender that were available in the earlier version.

$7 Advertising versus organic reach

Organic reach refers to a company’s reach (basically the number of users exposed to the brand messages) occurring naturally. For instance, in search, organic reach is a function of the rank your content achieves in a user’s search results. Organic search traffic comes from optimizing your content based on the Google search algorithm and using keywords related to the user’s intent.

Organic social traffic also comes when you optimize your content based on the platform’s algorithm. However, in certain platforms, such as Facebook, organic reach nearly disappeared with the last algorithm update.

Thus, advertising became more important, especially to replace organic reach on social platforms. Advertising is also important in search, despite a hefty amount of organic reach still possible with effective SEO (search engine optimization).

Conclusion

By using these 7 tips as a guide, you can create an effective marketing strategy for your business that will help it reach new heights in 2023 and beyond.

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Hausman and Associates, the publisher of MKT Maven, is a full-service marketing agency operating at the intersection of marketing and digital media. Check out our full range of services.