Digital Marketing Trends 2023
Management Summary
After an exciting 2022 in digital marketing, it is time to usher in the new marketing trends for the coming year. Like every year, there are a lot of terms floating around. The art is to filter out sustainable trends that can also be implemented as holistic strategies. We have once again taken a look into the crystal ball and shown which trends need to be paid special attention to in 2023.
Personalization on all touchpoints
Creation, especially data-driven creation, is no longer just a topic for remarketing banners. Trend is actually the wrong expression here, as personalization across all touchpoints has already emerged as the core discipline in state-of-the-art marketing. Here it is important to adapt all digital advertising measures (banners, videos, newsletters, DOOH, …) according to the interests of the users and the customer journey. Appropriate technologies such as the right ad stack solution are a prerequisite here, but a clean data strategy and a sustainable concept are required as a basis. Especially in a time when more channels are accessible and bookable digitally, it is essential to be relevant for users – personalization is the key here!
AI, ML & Automations
When they hear the word AI, many marketers still think of large, complicated machines that can only be operated by specialists. These also exist, but the fact is that AI & ML has already found its way into most marketing technologies. The following use cases are already in use by many advertisers: Personalization on the website and in the creatives – recently also inVideo Ads; dynamic target groups; Purchase probabilities that are determined in real time; Forecasting and anomaly detection; Image recognition and optimization. This not only sounds good, but also has a strong effect on ROI, awareness and other KPIs. This also has another advantage: Especially under Privacy & In view of data protection aspects, it will be absolutely necessary in the future to rely more heavily on algorithms in marketing – keyword post-cookie era. Without our own classifications, the time of the well-known watering can threatens to return. But overarching channel and budget optimizations are also possible through methods such as Regression Based Attribution (RBA) and can therefore use marketing resources much more efficiently. So we will have to continue to learn to trust the machine and the algorithms more!
The holistic view of the customer and data-driven optimization make the difference in advertising success – as e-dialog once again proves with this campaign.
For the third year in a row we haveGoldat the desired onewebADfetched. The innovative combination of digital campaign and customer service for XXXLutz was honored in the Best ROI Performance Campaign category.
Customer Data Platform & First party data
First-party data is some of the most important data marketers can use. In contrast to 3rd party data, which is purchased from unknown sources, you have three main advantages: I know the quality (since it is my data), I have the transparency (since it is my data) and it is available to me free of charge (again: because it is my data)! Especially in times of the post-cookie era, you should rely less on data from unknown sources and rely more on your own data and fully exploit its potential. Since I can’t get data from just one source, it makes sense to bundle it centrally, analyze it, segment it and prepare it for activation: here comes itCPD (Customer Data Platform)into the game. This will become the heart of digital marketing in the future, as it combines data sets from multiple sources and thus gives us the opportunity to have a holistic view of our customers. This platform will also become indispensable for personalization in the future.
RBA – Regression-based Attribution
With theAttributionIt’s a bit like searching for the Holy Grail. Different models were tested for years; depending on the type of campaign and channels, a certain model was better for one than for another. Anyone who found the right solution was able to enjoy many insights in the areas of success measurement and budget optimization: campaign performance improved and budgets were used more efficiently. But in a world where cookies are slowly dying out, classic cookie-based attribution is slowly becoming obsolete. Especially for marketers who are increasingly using display, video or similar measures in the upper funnel. These channels have an enormous impact on advertising effectiveness and campaigns, but are clicked on less frequently. For this reason, good attribution is needed that also recognizes the success of these view-through measures. In a post-cookie world this will become increasingly difficult: but here goesRBAinto the game. This is a solution based on Google’s Attribution Reporting.
The advantages of RBA are numerous. The solution does not require third-party cookies, is data-based and even offline conversions and CRM data can be used. In addition, the alternative is very stable and should withstand future changes in the digital advertising industry. For these reasons, we recommend everyone to get to grips with RBA early on: campaign performance and marketing budget will thank you!
Consent management
Actually, Consent is not quite right on the trend list. Nevertheless, even in 2022, many companies have not yet implemented a holistic consent strategy that responds to the needs of users in a legally compliant manner. In a time where privacy must be respected not only from a data protection perspective, but also from a marketing perspective, there is no getting around consent management. For many people, this topic brings with it a lot of uncertainty and sometimes also a fear of losing a lot of data. But that doesn’t have to be the case. Studies have shown that when users voluntarily give their consent for advertising purposes, this data also has greater added value. Trust is an important component here. Opt-in optimization also helps us to transparently inform users about the purposes of data collection and to increase the consent rate. You shouldn’t do the whole thing separately for each silo, but with oneholistic strategyand implementation control the whole thing.
