2. Artificial intelligence tools

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80% of marketing professionals have used artificial intelligence tools for their digital marketing tasks. In fact, in 2021, the artificial intelligence (AI) market in marketing was estimated at €14.129 billion, but in 2028 it is estimated to reach €85.89 billion by 2028. These figures reinforce the importance of artificial intelligence in the creative and strategic processes of companies, not only for 2023 but for the following years.


Source Statista

AI has gained huge popularity as it can automate many repetitive marketing tasks such as sending emails, scheduling social media posts, and managing advertising campaigns. This frees up time and resources for marketers to focus on more strategic and creative activities . Furthermore, AI provides data-driven insights and analysis to support strategic decision-making in marketing. This helps reduce uncertainty and increases the likelihood of success in the implemented strategies.

3. Marketing automation
Using marketing automation tools and platforms allows you to segment and send personalized messages to your audience at the most appropriate time. Automation is an efficient way to save time, optimize your marketing efforts, and improve the effectiveness of your campaigns. Incorporating machine learning features, these tools also allow you to optimize processes, such as email marketing or influencer campaign management. With them, you can segment your customer database according to different criteria, making it easier to personalize messages and deliver relevant content to each audience segment. In short, marketing automation gives you the ability to offer a more individualized and meaningful experience to your customers.

Read also: How can automation help your influencer marketing campaign?

4. Micro-influencer marketing
In addition to traditional influencers, i.e. mega and macro influencers who amass millions of followers on their social media, throughout the year we will see brands from various niches working with micro influencers, with smaller vp risk email database but highly engaged audiences. These influencers are usually more accessible in terms of budget, generating a significant impact on your brand perception. Although micro influencers have fewer followers compared to macro influencers, their engagement and engagement rate is usually higher. This means that people who follow micro influencers interact more with their content, which translates into greater effectiveness for your brand strategies.

5. Voice search
Voice search is a trend that has gained momentum in recent years in digital marketing, mainly due to the popularity gained by virtual assistants such as Apple's Siri, Google Assistant, Amazon Alexa and others. Some users prefer voice search as a quick and convenient way to obtain information from any web page.

One of the distinctive features of voice search is that queries tend to be longer and in the form of full questions rather than short keywords. This trend has also impacted the area of ​​digital marketing significantly, making voice search also included as a tool within companies' marketing and SEO strategies . When a user performs a search on Google, websites that load faster and provide a smooth user experience are more likely to be selected as answers for voice queries. Optimizing site performance and loading speed is crucial for SEO in voice search.

Voice search is also frequently used for localized queries, such as asking for nearby businesses or services in a certain area. Therefore, businesses should pay attention to local SEO to take advantage of these opportunities and appear at the top of relevant results within major search engines like Google.