Shifts and Trends in Digital for 2023
When I started my career in Digital, Google AdWords was launching as the first form of "Search Engine Marketing". Gmail didn't exist. Websites were becoming more than simple text; WordPress was a blogging platform; now home to 455 million sites globally or that Google (Alphabet) would go on to become a $16bn company, primarily due to the revenue from AdWords.
This was long before the days of Meta (Facebook, WhatsApp, and Instagram) or the conception of the Metaverse (more on that later)
With Big Tech and social media, it's always been a battle of Brand Vs. Algorithm Vs. Privacy and Apple has literally thrown the proverbial gauntlet at Meta.
Since the implementation of Apple's iOS 14 Ad Blocking Technology, aka blocking 🍪’ies and further products like ("Privacy Tracking," "Private Relay," ways of encrypting your web traffic, and "hide my email), it made it a lot easier to and stop Google / Meta tracking you across device + cross platform.
Email is the main method the platforms link you across websites, the power has returned to you to decide as users to opt-in/out of the data the platforms can access.
This change meant that the data picture that Meta/Twitter has on you is no longer complete. In the past, we could; target "Sailors" + "who have never been to Bermuda before," which would serve as an ad to a cohort of 2500 people. Powerful right.
The precision that all Digital + Social Media Companies (like us) could serve hyper-personalized Ads is now a little blurrier. Meta is hurting by these changes in on users' privacy. This, in turn, has had a massive impact on brands as they try and adjust to the platforms that can get the reach.
The Hershey Company spends $82m on media per annum and $8m per year on Meta, pulled back Facebook by 84%
Airbnb spends $146m per annum and has dropped year-over-year spending on Facebook by 48%, which is vast.
Pepsi's $6.53m reduced Meta Spend by 82% Year over year.
These brands are diversifying their Media spend to other platforms, like Google AdSense/AdWords, and doubling down efforts on SEO and some brands TikTok and believe it Tumblr (Drives solid ROAS)
But the data the platforms have built over time are big enough to ensure personalization and have enough information to do base-level targeting.
However, some trends observed in recent years will continue to shape the future of digital marketing.
More focus on personalization: In the past few years, we have seen a shift toward even more personalized marketing. In 2023, we expect this trend to continue as more businesses leverage data and AI to deliver customer experiences. This includes personalized messaging, content, and offers tailored to each customer's individual needs and preferences.
Increased use of AI and automation: AI and automation have gained momentum in recent years. In 2023, we expect more businesses to adopt these technologies to streamline their marketing efforts. AI-powered chatbots and customer service tools, for example, can help businesses respond to customer queries faster and more efficiently.
Rise of voice search: Voice search has grown in popularity in recent years, and in 2023, it is likely to become even more prevalent. This means businesses must optimize their websites and content for voice search to ensure that voice assistants like Siri and Alexa can easily find them.
More emphasis on video: Video has been a popular content format for a while now, and in 2023, we can expect it to become even more critical. With the rise of platforms like TikTok and Instagram Reels, businesses will need to create short-form video content that is engaging and shareable.
Greater awareness and importance of privacy: With the growing concerns over data privacy, we can expect businesses to focus more on privacy in their marketing efforts. This means being more transparent about data collection and usage and giving customers more control over their personal information.
The world of Digital is ever changing, and If you’d like to chat feel free to get in touch
Sean Masters
Founder
Socialprise