E-commerce has transformed at lightning speed this decade—and digital marketing isn’t far behind as it races to keep up. Marketers now need to be agile to an unprecedented degree. This means adapting their strategies to their customers’ ever-changing needs.
And as we look ahead to 2023, that also means we’ll see marketers constantly change how they engage and communicate with their audiences. I believe we will see them do this according to what will be this year’s 3 most important digital marketing trends.
1) Use AI to pivot on a rapidly evolving e-commerce landscape
AI is quickly becoming a must-have for marketers, a tool to scale their efforts to reach larger and wider audiences with tailored content and impactful campaigns. And as we work our way through 2023, we’re likely to see marketers find ever more sophisticated ways to leverage AI, imbuing their campaigns with unparalleled personalization—and at incredible scale. This will surely be key to connecting with and converting customers in a volatile digital landscape.
AI’s ability to scale personalization means that marketers will facilitate entire audiences to see exactly what they want to see, when and where they want to see it. That said, while it may be AI that makes this possible, ultimately it will still be the human aspect of personalization that gives brands the edge.
Combining a talented marketer’s intricate understanding of what makes their customers tick with the immense power of AI will make for increasingly seamless customer journeys, ever more delightful customer experiences. And as customer expectations become stricter than ever, their preferences more precise and unwavering, AI will be the best option for brands looking to adapt quickly to these changes – but it will be the strategically-minded digital marketer who will know how to expertly implement that tool to build a loyal customer base.
2) Incorporating seamless omnichannel experiences as standard
If 2022 taught us one thing, it was that connected travel is an integral part of strong marketing. The boundaries demarcating channels continue to blur, and brands increasingly take it for granted that their customers use multiple channels. This means they need to provide easy ways for their customers to receive an engaging email while also being able to browse on their phone and check their cart on their desktop. These are the differences that often determine whether a customer returns or goes elsewhere.
Omnichannel experiences represent new opportunities for e-commerce platforms to expand their reach as they engage with new and varied audiences in 2023. Text alone is becoming a more nimble and reliable marketing tactic, with ROI and open rates now rivaling those of email.
Investment in a omnichannel strategy that communicate with customers in more creative and tailored ways while taking advantage of the channels they are already most receptive to will be extremely valuable this year.
3) Use personalization to focus on retention over acquisition
In 2022, customer acquisition costs (CACs) have become a particularly powerful source of stress for marketers. In fact, most retailers have CACs as the primary threat to their annual sales goals. Moreover, paid media channels are becoming more expensive even now, leaving marketers scrambling for alternative marketing channels.
Yet all this emphasis on customer acquisition has led brands to vastly underestimate the power of retention-and retention marketing. Prioritizing customers who already know their brand can be an incredibly effective way to get results.
This year, I expect to see many more digital marketers using trusted channels like text and email to re-engage existing customers and boost repurchase rates. What’s more, I’ve already emphasized to many clients at my own marketing agency, Pixelatedthat retention marketing will also be easier if they embrace personalization.
After all, established and returning customers have already given brands loads of information about their preferences and favorite channels. The foundation of trust has been laid. So brands can meet these customers where they is—and with impact. This will increase the chance that they will return to buy again.