What does 2023 hold in store for the digital sector? What key trends are emerging?
Every year brings its share of innovations, so it’s not always easy to keep abreast of the latest marketing trends.
At DJM, we have identified four key trends to keep an eye on in 2023, as they will continue to grow in importance.
Content creators as your company’s external experts
Influencer marketing is becoming increasingly important in the e-commerce sector. This trend is set to continue into the New Year.
More than ever, influencers are seen as key intermediaries in brands’ communication strategies with their customers. What we call influencers can have a wide range of profiles, and are currently a valuable sales lever in B2C, but also in B2B!
Between 2017 and 2022, influencer marketing recorded enormous growth. In Belgium, the market is worth between €45 and €50 million. If you’re convinced by the power of influencer marketing but don’t know where to start, here are our 3 tips for a successful strategy:
1 – Think long-term
A partnership with an opinion leader needs to be prepared in advance and built up over time. The more in tune the content creator is with your company and your values (remember: this is an investment for you), the more natural and relevant it will be for them to talk about your brand on a daily basis, and the more trust their audience will place in you. Don’t forget that you are choosing not only the influencer, but also their community.
If you’re having trouble identifying the right influencer for your market, don’t panic – call in an agency that has the tools to regulate your collaboration. This agency will have all the keys in hand to facilitate the collaboration and find the right partner for your audience. Among the best known are HypeAuditor and two Belgian companies: Efluenz and Beinfluence.
2 – Calculate the engagement rate of each influencer from the very first screening, because appearances can be deceiving
The rate of engagement is crucial if you use opinion leaders. And if you use an agency, they should be able to provide you with this data directly. The engagement rate for influencers in Belgium is very high, at 3.11%. And the number of followers isn’t everything! An influencer with a high engagement rate but a smaller number of followers is much more relevant to your strategy and the interaction you’ll get out of it.
It’s easy to calculate! It’s the number of likes + average number of comments, divided by the number of subscriptions x 100.
3 – Target your niche and choose micro or even nano influencers
Your product or service must be relevant to the influencer’s community and lifestyle. The more their community expresses needs related to your product, the more likely you are to strike a chord with them. Large communities can help you gain notoriety, but there’s nothing like niches to build a long-term relationship and pick up relevant leads more quickly.
Les réseaux sociaux comme booster de votre référencement local !
It’s possible to improve your web ranking using social networks, and it’s highly recommended for 2023!
Google has always been the best partner for local businesses. But the search engine is no longer the only one. Thanks to the evolving functionalities of Facebook, Instagram and Tiktok, businesses can now be easily found on social networks. This is what we call “social search”.
Keywords are therefore transforming these social platforms into search destinations. What’s more, this functionality replaces the use of hashtags. And we can even talk about SEO! So for each of your posts, it’s a good idea to think about a keyword-based content strategy so that your target audience can find you easily. This good practice helps Instagram to show your post to more people who like your type of content, because the social network carries out free targeting on your behalf. Remember: the more you satisfy the algorithm, the more it will favour your content.
Artificial intelligence as the king of content creators 👑
If you work in marketing, A.I. will be your best ally in 2023! Thanks to A.I., you’ll be able to :
- create content more quickly: AI can generate editorial content from key words to deliver text in a matter of moments.
- improve the targeting of your campaigns thanks to machine learning: AI can be used to personalise the content of marketing campaigns, based on consumers’ interests and preferences.
- Gather all the data relevant to your business more easily and cross-reference the data that interests you: AI can help analyse marketing data, such as website data, social network data and advertising campaign data, to understand consumer preferences and behaviours.
- … and all without you having to do anything (or almost anything). Here are 4 interesting tools to use without moderation in 2023:
1 – Get a higher open rate with Phrasee
When it comes to copy, software such as Phrasee can help you optimise the subject lines or titles of your emails to increase your open rate, for example.
2 – Improve your SEO with Semji
One tool we really like at DJM is Semji. This platform’s Artificial Intelligence editing tool will save you time when choosing your H1s! In fact, Artificial Intelligence is able to suggest titles, introductions and outlines with SEO-optimised headings.
3 – Optimise your writing time with Jasper or ChatGPT
And if you want to optimise your netlinking strategy, we recommend Jasper, which is capable of producing texts of a quality comparable to that of a copywriter, and in 25 different languages!
Your eco-responsibility as a conversion factor
Did you know that the ecological impact of brands is one of the major concerns of consumers? More and more customers are saying that they are prepared to pay more for products and services that are more respectful of the environment. If your company’s social and environmental responsibility is important to you, you can make a serious commitment to sustainability by implementing more ethical and sustainable practices. For example, you could :
- Inform your users on how to
o buy better
o consume better and
o recycle your products better - Integrate concepts such as eco-design and the circular economy into your processes
For example, Charles Liégeois is reducing its ecological footprint with recyclable and compostable packaging. We could also mention AGC, which puts technology at the service of sustainability!
At DJM, our social responsibility is also one of our priorities, and we are happy to work with customers who share our values.
Conclusion:
Have you already spotted certain trends that you would like to put into practice in 2023? At DJM, we’ll be keeping an eye on all the new trends throughout the new year!
Social media expert, Marie is part of our e-marketing team. Creative and always looking for the latest trends, she shares with you her knowledge and mastery of Facebook, Instagram, Tik Tok, Pinterest and other social media algorithms!
