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At the start of 2023, there are several key trends that senior marketing leaders need to be aware of. In this blog, we will take a look at 5 trends for 2023 and look ahead briefly to 2024.

Trend #1: Artificial Intelligence (AI) and Machine Learning (ML)

Artificial intelligence (AI) and machine learning (ML) have been transforming the way digital marketing campaigns are executed. By leveraging AI and ML, marketers can personalise content, analyse consumer behaviour, and automate campaigns.

According to a report by MarketsandMarkets, the global AI in marketing market is expected to grow from $6.5 billion in 2018 to $40.3 billion by 2025, at a compound annual growth rate (CAGR) of 29.7%.

One notable example of AI in action is the way Adidas used machine learning to personalise its digital campaigns. The sportswear giant used AI to analyse the data from its Adidas Runtastic app, which allowed them to understand how users engaged with the app and what their fitness goals were. Using this data, Adidas was able to send targeted push notifications to users, offering personalised recommendations and promotions based on their activity.

Key considerations and questions for marketing teams:

What data do we have that could be analysed to create personalised campaigns? What AI or ML tools are available to help us do this? How can we ensure that the AI-driven campaigns align with our overall marketing strategy?

Trend #2: The rise of voice search

Voice search has been steadily gaining popularity over the past few years, with the rise of smart speakers and virtual assistants like Amazon’s Alexa and Google Assistant. In fact, Comscore forecasted that by this year (2023), 50% of all searches will be voice searches.

This trend presents an opportunity for marketers to optimise their content for voice search. Brands that can provide quick and accurate answers to voice search queries will be more likely to rank highly in search engine results pages (SERPs).

One company that has successfully optimised for voice search is Domino’s Pizza. The company created a voice-activated app for Amazon’s Alexa, allowing customers to place an order simply by speaking their order out loud. The app uses natural language processing to understand the customer’s order and preferences, making the process seamless and easy.

Key considerations and questions for marketing teams:

How can we optimize our content for voice search? What tools are available to help us do this? How can we ensure that our content provides quick and accurate answers to voice search queries?

Trend #3: The continued importance of video marketing

Video marketing has been a growing trend for several years now, and it shows no signs of slowing down. In fact, according to HubSpot, 81% of businesses now use video as a marketing tool.

Video marketing can be highly effective, as it allows brands to tell engaging stories, showcase products or services, and connect with their audience on an emotional level. Video content can also be highly shareable, which can help brands reach a wider audience.

One brand that has used video marketing to great effect is Nike. The sportswear giant created a video campaign called “Dream Crazy,” which featured controversial NFL quarterback Colin Kaepernick. The campaign generated a lot of buzz and earned Nike a lot of praise for taking a bold stance on a controversial issue.

Key considerations and questions for marketing teams:

What type of video content will resonate with our target audience? How can we ensure that our video content tells a compelling story? How can we measure the impact of our video marketing campaigns?

Trend #4: The growing importance of social media commerce

Social media platforms have been steadily evolving from simple communication tools to powerful e-commerce platforms. According to eMarketer, social media commerce sales are expected to reach $36.62 billion in 2023, up from $22.89 billion in 2021.

Social media platforms such as Instagram, Facebook, and Pinterest have been introducing new features that allow users to shop directly from their platforms. Brands that can effectively leverage these features can create a seamless shopping experience for their customers, and potentially increase sales.

One brand that has successfully integrated social media commerce into its strategy is the makeup company Glossier. The brand uses its Instagram account to showcase its products and encourage followers to make purchases through the platform. Glossier has also created a loyalty program that rewards customers for sharing their purchases on social media, further encouraging them to engage with the brand on these platforms.

Key considerations and questions for marketing teams:

How can we integrate social media commerce into our marketing strategy? What features and tools are available on different platforms? How can we ensure that the shopping experience is seamless and user-friendly for our customers?

Trend #5: Privacy and data security

Privacy and data security have become increasingly important issues for consumers, and brands that can effectively address these concerns will be more likely to build trust and loyalty with their customers.

The General Data Protection Regulation (GDPR) have set new standards for data privacy and security, and brands need to ensure that they are in compliance with these regulations.

One company that has been proactive in addressing privacy concerns is Apple. The tech giant has introduced several features that prioritise user privacy, such as its Intelligent Tracking Prevention (ITP) feature, which blocks third-party cookies and prevents advertisers from tracking users across websites.

Key considerations and questions for marketing teams:

How can we ensure that our data collection and usage practices are in compliance with regulations such as GDPR? How can we communicate our privacy and security measures to our customers? What steps can we take to prioritise user privacy in our marketing campaigns?

Digital marketing predictions for 2024

Looking ahead to 2024, we can expect to see:

  1. Continued growth in the use of AI and machine learning in digital marketing. Brands that can effectively leverage these technologies will be better equipped to create personalised and targeted campaigns.
  2. Augmented reality (AR) and virtual reality (VR) technologies are set to become more mainstream in 2024. Marketers can use AR and VR to create immersive experiences for consumers, allowing them to try products virtually, explore virtual stores, and attend virtual events. This will enable businesses to create unique and memorable experiences that help to build brand loyalty.
  3. The growth of influencer marketing: Influencer marketing will continue to be an effective way for businesses to reach their target audience in 2024. However, the focus will shift from macro-influencers to micro-influencers, who have smaller but more engaged followings. This will allow businesses to create more authentic and relatable campaigns that resonate with their target audience.

As marketing leaders, it is crucial to stay up-to-date with the latest trends and technologies in digital marketing. By understanding these trends and their potential impact on your business, you can better position yourselves to succeed in an ever-changing landscape.

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Artificial Intelligence