GUEST ARTICLE: What will be the upcoming trends in digital media marketing in 2023?

Mumbai: What was once a tool of marketing is now a multiverse in itself. Digital media and digital marketing are terms that need no introduction. What was once considered a mere presence is today an alternative universe that demands constant nourishment and hygiene.

Let’s first understand a marketing funnel

A marketing funnel is essentially a customer’s journey and the right deployment of mediums to carve this journey. From the initial stages when someone learns about your business (awareness), to the purchasing stage (conversion), marketing funnels essentially map routes to conversion and beyond. A journey that was traditionally a mix of various marketing channels is now predominantly mapped with a digital lens.

With so much emphasis on the digital marketing multiverse it’s interesting to ponder what some of the upcoming trends in digital media marketing will be in 2023.

1) YouTube advertising is on its way for an explosion

The power and charm of YouTube are not new. The exuberance of the platform is hard to avoid. With some fantastic organic content and aspirations being created by this platform, YouTube and their ads vertical are going to make for some great digital marketing tools in the near future.

2) Conversational and interactive marketing tools are imperative

We are in an era where the consumer wants an interaction with their purchasing choice. The multilayer corporate setups are passé; a good marketing strategy involves a consumer front. When putting a grief out there a polite response on twitter or Instagram goes a long way and the marketing. Also lack of response works negatively towards a brand image.

3) Experience is the key

We are in a time when creating experiential marketing strategies is going to garner better results than hard-sell ads and social media posts.

Experiential marketing is concept marketing, which is where the future is inclined. Today, when visiting a website or a social media handle, the follower or visitor is looking for an experience of the industry he is diving into. A mere ‘buy me’ post is not considered to have good content quality. So, for example, if selling homes, a consumer would love some soft content around the area to watch out for or vastu tips when buying a new home.

4) TikTok and Reels are no longer fun and games; they are serious and good marketing tools

What started off as a fun tool is now a highly engaging, entertaining, and viral tool that is hard to not only miss but also extremely addictive in nature. TikTok and Instagram Reels, as well as Facebook Reels, are visual content that is intensely viral and can make for great soft marketing fronts for a brand. This could be a brand attractively displaying its offerings, with the consumer enjoying the experience without being persuaded to buy.

5) The metaverse is a universe for marketing technique and limitless

Facebook, Instagram, and WhatsApp are the multiverse of marketing, and the possibilities and engaging elements that this platform offers are limitless. Whether running ads with micro targeting or creating engaging content the metaverse is a world of marketing which is intriguing and so interesting.

On the whole, 2023 is going to be a year that is going to see a huge rise in the use of interactive marketing tools. The future is all about consumer interactions and rich experiences. So, the tilt is going to be towards making a content rich consumer experience which is going to put the consumer on a pedestal and create strategies that would enhance the overall brand experience so whether it is through digital ads, social media postings or WhatsApp promotional campaigns; deep diving and studying consumer behaviour and creating interactive content is the future of marketing.

The author of this article is True North Agency founder Nidhi Anand Batra.