ANTICIPATING TRENDS IN DIGITAL MARKETING FOR 2023 AND BEYOND

Abstract

The objective of the article is to discuss and elaborate on the trends occurring and predicted to drive digital marketing beyond 2022. It highlights the ten most important tendencies that shall be observed and further implemented by contemporary marketing managers. Its conceptual and descriptive character is based on literature review and its constructive criticism.
The article emphasizes the growing importance of digital marketing in the post-Covid-19 era, further highlights the application of AI, raise of Programmatic Advertising, the importance of consumer data ethics, the concept of the omnichannel customer journey, shoppable media, featured snippets, real-time marketing, conversational marketing, visual search, and last, but not the least, Metaverse application.
The main contribution of the paper is an indication of the existing tendencies in digital marketing. The added value is the highlight of the trends expected to rise in the upcoming years. The same will provide the contemporary marketing managers and digital marketing professionals with a clear direction of changes to be implemented and indicate the transformation pathway towards potential investments to stay relevant in the digital landscape.

Keywords: digital marketing trends, AI-driven marketing, omnichannel marketing, visual search, content management, featured snippets, social commerce, Metaverse
JEL codes: O3, M31, M37

Full text

ANTICIPATING TRENDS
IN DIGITAL MARKETING
FOR 2023 AND BEYOND
Dr. Anna
Tarabasz
Associate Professor
Dean Teaching & Leaning
Head of Business and Humanities
Curtin University Dubai

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
https://aueirc.aue.ae/2022-program/

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
Dr Anna Tarabasz
Dean Teaching & Learning
Head of Business and Humanities
Associate Professor Marketing
anna.tarabasz@curtindubai.ac.ae
contact
LinkedIn
www.linkedin.com/annatarabasz
ORCIDID
https://orcid.org/0000-0002-6819-517X
GoogleScholar
user: anna.tarabasz
Research Gate
Anna_Tarabasz
NAWA expert, Journal of Innovations in Digital Marketing Member of Editorial Board, International Journal
of Business and Economics Research, Asia Pacific Journal of Marketing and Logistics reviewer, EBER
reviewer, JOFFL Member of the Scientific Council and Board of Reviewers
◼17Yof experience in digital marketing, e-commerce
◼business consultant, keynote speaker and domain
expert
◼e-commerce specialist
◼project manager
◼loyalty program director
◼marketing specialist

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
Introduction
The 10 anticipated trends in digital marketing
Conclusions
Future scope
Agenda

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
◼The best marketing doesn’t feel like
marketing
Tom Fishbourne
◼Ignoring online marketing is like
opening a business and not tellingn
anyone
KB Marketing Agency
◼importance of consumer-centric
focus
◼omnichannel experience
◼data-driven, personalized, one-to-
one marketing
◼subsequent growth of digital in
overal marketing expenditure
◼draw trends in DM, direct industry
Introduction

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
◼shift to e-Commerce due to Covid-19
◼DT triggered by pandemic circumstances
◼the growth of a store-less environment was then equal to 500% for the last
year (IAB, 2020)
◼icreased consumptrion of the online content (Tarabasz & Rashid, 2020)
◼enhanced analytics, more effective bdgets allocation, increased ROMI
◼2021 DM expenditure growing like a Phoenix: 17% versus previous miserable
2.4% (MarketingCharts, 2022; eMarketer.com, 2020)
◼global expenditure on advertising, predicted for 2022 is an equivalent to 763.2
USD billion, whereas the spent on digital advertising worldwide amounted to
455 USD billion in 2021 (Statista, 2022)
◼Internet advertisement spent in the Middle East and North Africa amounted to
4.4 billion U.S. dollars and it is expected to increase to 7.9 USD billion by 2024
(Zenith Media, 2020)
Setting the background

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
The Trends Overview
Artificial
Intelligence
Programmatic
Advertising
Segments and their
analyzed Journey
Native ads, Content
& Conversational
Marketing
Shoppable
Media
Featured Snippets &
No-click Searches
Real-Time
Marketing
Visual
Search
Transition to
Metaverse
CUSTOMER
DATA ETHICS

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
Artificial Intelligence
◼will be never a replacement for human and
compassionate marketers, AI for sure will play an
increasingly important role in upcoming campaigns
and marketing actions
(De Bruyn et al., 2020)
◼embracing the same can boost the business
productivity by up to 40%, therefore with 60%of
companies using AI for driving digital revenues, no
wonder AI will grow into a $190B industry by 2025
(Newswire, 2019)
◼currently every 2 out of 3 consumers are already
using AI without knowing they are interacting with
chatbots (Krauth, 2017)
◼personalized recommendations for exceptional
customer experience, brand interactions, and
boosting CLV (Kühl, Mühlthaler, & Goutier, 2019)

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
Programmatic Advertising

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
Customer Segmentation & Analyzed
Journey For These Segments
(Tarabasz, 2021)

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
◼content marketing is highly
price-effective:
◼costing 62% less than
outbound marketing
◼generates 3x as many leads
◼provides 6x higher conversion
rates than other methods
(Content Marketing Institute, 2017)
▪influencer marketing to reach
$10 bilion
(Statista, 2022)
▪raising need for interactivity
and conversation
(Israfilzade, 2021; Cancel, & Gerhardt,
2019)
Native ads, Content &
Conversational Marketing

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
◼voice search optimization
(Viola, 2019)
◼new objective for marketers -
zero position at Google
(Strzelecki & Rutecka, 2019)
◼in 2021 at least 30%of Internet
searches will be conducted
without a screen. Moreover,
more than 40%of all voice
search answers come from a
featured snippet
(Patel, 2021)
Featured Snippets & No-click Search

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
Real Time Marketing

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
Visual Search

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
Shoppble Media

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
Transition to Metaverse
of technological solution may facilitate socializing, work, education,
healthcare, consumption, and entertainment, as well of course lead
to boosting sales, training, and activities of building brand
awareness, and therefore, become worth exploring at an early
stage
Unfortunately, from initial comments, consumers are extremely
worried about their privacy and use of private social media accounts
for business purposes

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
customer data ethics
•GDPR –UE 2016/679 - General Data Protection Regulation (EU)
•CCPA (2018) - California Consumer Privacy Act (CA)
•PDPA (2012) - Personal Data Protection Act (SG)

Tarabasz, A. (2022). Anticipating Trends in Digital Marketing for 2023 and Beyond. 4th. AUEIRC, Future of Digital Transformation: Technology, Innovation, Creativity, 22-24 May 2022 Dubai
◼eminent trends shaping currently or predicted to
influence digital marketing in 2023 and beyond
▪value of AI in service for social media
▪perfect targeting of the desired audience
▪micro-segmentation to identify the Buyer Persona and
individualize campaigns
▪inteaction, UGC, conversational marketing, real-time
marketing, use of trending platforms (like TikTok)
▪spending less with achieving higher ROMI with
programmatic advertising and remarketing
▪visual search
▪transition to Metaverse
▪growing awareness on PII vs. catering perfectly
matching campaigns without invading consumer
privacy
◼useful for academics and business, still evolving
and nimble, as only marketers can be
Conclusions & Future scope

ANTICIPATING TRENDS
IN DIGITAL MARKETING
FOR 2023 AND BEYOND
Dr. Anna
Tarabasz
Associate Professor
Dean Teaching & Leaning
Head of Business and Humanities
Curtin University Dubai