Google’s 2023 digital marketing trends
Navigating a world of uncertainty, businesses must power through their marketing plans. Now is the time when marketing matters most.
Customer privacy concerns, inadvertent bias, and purpose-washing demand that brands assert their authentic identity, build trust, and drive positive change in order to survive and thrive.
To shed light on the path ahead, Google leaders have shared their expert insights on the top 6 trends and predications for the rest of 2023.
More inclusive media planning
Inadvertent bias can sabotage inclusive media planning. Marketers need to engage and connect with diverse audiences, but first they need to critically address potential bias and embrace the breadth of content audiences consume.
Advertising with a purpose
In the age of conscious consumerism, prioritising manageable sustainable choices should be a top priority for brands. Social consciousness needs to be communicated and activated, but brands also need to avoid “purpose-washing”.
Privacy & peace of mind
Brands need to prioritise online privacy, as privacy experiences impact user trust and can damage brand reputation. Brands must centralise transparency and freedom of data, providing tools for customers to manage their privacy in their own way and own time.
It’s Gen Z’s world, we’re just living in it
As the first generation to have fully grown up with the internet, Gen-Z dictate the future of tech. Brands need to stop trying to bring Gen-Z audiences into their world and instead meet them in theirs, actively reaching out to understand their needs.
Augmented reality
To bridge the gap between the virtual and the digital, brands need to innovate offline environments to encourage physical footfall alongside online shopping. Through developments such as AR, brands can create immersive experiences.
Snackable, short-form videos
Content creators are leveraging storytelling practices via more digestible, 'snackable' content, a useful strategy when keeping pace with the shifting user desires for short content boosts in the fast paced digital landscape.
