Given how fast and radically the business is evolving, it is practically impossible to forecast what opportunities the future of the Advertising agency may hold. A type of social media backlash has occurred in the past year or two, and influencer marketing has grown to become a potent and autonomous marketing channel. Which trends in content marketing do I think will be most significant in 2023 and beyond? I think that everyone will be talking about three major breakthroughs in the realm of digital marketing.
The first is that content marketing in advertising and marketing services, is once again being prioritized by businesses as their main marketing approach. They are now spending a lot more money on content marketing. In 2022, more than two-thirds of companies will boost their expenditures on content marketing.
AI created material
The second important development in advertising and marketing services, is content created by AI. An AI-driven content marketing strategy’s potential will start to become apparent. If 60–70% of the material we create isn’t used, AI will start pressuring us to rethink what we produce and why. You may not know this, but media outlets like the Washington Post and others have been utilizing AI to create templated content for more than two years (think of sports scores and highlights or crime reports). We looked at a few of these providers, but none were able to produce long-form blog posts or articles that even came close to meeting the requirements required to rank for search or demonstrate technical or commercial thought leadership. Though that may not be too far away.; AI can direct our research and development. Every company needs a strategy for enlisting these individuals as content creators and determining the most effective way to distribute their work. The paradox of AI is that as robots tell humans what to do, we will need our inside experts to develop and disseminate that content more and more. We can all agree on a few things.
What further changes in digital agency might be expected as 2023 draws closer?
Although they have been around for a while, smart speakers and “assistants” really started to take off in 2017 and 2018, as consumers felt less ashamed to talk to their phones and a number of new consumer goods, such as Amazon Alexa and Google Home, were released. As the number of smart devices using voice search rises, more marketing opportunities will present themselves. Amazon anticipated this possibility when it started to provide less cost Kindle devices in exchange for agreeing to receive marketing emails. There are already plans for targeted Alexa marketing, and the other devices will certainly follow. Digital marketing has benefited for some time from the use of artificial intelligence, but in the next few years, this technology’s potential will develop exponentially. Chatbots will start to replace live operators more and more often in customer service as machine learning algorithms get more sophisticated and are able to impersonate people with almost uncanny accuracy. With chatbots, you can take advantage of the trend toward more conversational and personalized marketing without burdening your personnel or resources. AI is also used in marketing. Even while AI hasn’t yet achieved human levels of creativity, Google is already employing AI-powered commercials to better campaigns by identifying the best-performing ad designs and text and automatically updating based on user engagement.
The Future of Social Media
Despite what you may think, social media still has room to grow. Even while the future of social media may look like something, um, more social, the growth of these platforms won’t stop anytime soon. Every element of our lives will continue to be impacted by social media, which has completely integrated with both online and offline services.
Effects on marketers
What effects does this have on marketers? The ability to understand each customer as a unique individual and the opportunity to give highly targeted offers and services will increase as the AI algorithms used in social media get more sophisticated. The growth of micro-influencer marketing With top influencers garnering millions of followers and making six figures a year via partnerships with companies on platforms like Instagram and YouTube, influencer marketing has already gained a lot of traction in recent years.
Although still in its infancy and offering a fantastic ROI when compared to more traditional advertising tactics, influencer marketing is not without its issues. Fake followers are still a problem, and there are well-known examples of brand/influencer collaborations that have failed. Popular influencers are starting to lose some of their power and the impact of their recommendations as they produce more paid content. As consumers continue to value personal recommendations over being advertised to, it will make sense to invest more in “micro-influencers”—those social media users who have a much smaller but loyal following and can provide really authentic marketing messages to a trusted audience. The quality of an influencer will be assessed by the relationships they have built with each of their followers rather than by the sheer quantity of followers they may claim. There has been an increase in augmented reality use. Do you still remember how popular Pokémon Go was in 2016? As businesses jumped at the chance to offer to gamers who were expecting to catch a Pokémon or two just outside their door, the smartphone game provided a perfect example of how augmented reality can be utilized to video games as well as a marketing opportunity. Augmented reality applications go beyond video games and it is becoming a part of creative agency culture now.