In today's fast-paced digital landscape, staying on top of the latest trends is crucial for Chief Marketing Officers (CMOs) to ensure their strategies remain effective and their brands stay relevant. As we approach 2023, there are seven key digital media trends that CMOs need to keep up with in order to stay ahead of the game.

Gina Martinez

Gina Martinez

Apr 22, 20244 min read

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In today's fast-paced digital landscape, staying on top of the latest trends is crucial for Chief Marketing Officers (CMOs) to ensure their strategies remain effective and their brands stay relevant. As we approach 2023, there are seven key digital media trends that CMOs need to keep up with in order to stay ahead of the game.

1. The Rise of Connected TV:

By the end of 2023, an estimated 87% of US households will be using connected TV. This means that CMOs need to adapt their advertising strategies to include traditional TV commercials, as well as digital ads that are optimized for connected TV platforms. Working closely with media partners to identify the most effective ad formats and placements for reaching the target audience on these platforms is crucial.

2. Increased Focus on Privacy and Data Regulation:

With the growing concerns over privacy and data security, CMOs need to prioritize the protection of their customers' information. This includes complying with data regulations and being transparent about how data is collected and used. By building trust with their audience through responsible data practices, CMOs can strengthen their brand reputation and foster customer loyalty.

3. The Emergence of 5G Technology:

As 5G technology becomes more widespread, CMOs need to leverage its capabilities to deliver faster and more immersive experiences to their customers. The increased bandwidth and low latency offered by 5G opens up new possibilities for video streaming, augmented reality (AR), and virtual reality (VR) experiences. CMOs should explore how they can incorporate these technologies into their marketing strategies to engage and captivate their target audience.

4. The Growth of Influencer Marketing:

Influencer marketing has been steadily gaining popularity, and this trend is expected to continue in 2023. Brands are increasingly partnering with social media influencers to promote their products or services. With an estimated $6.16 billion expected to be spent on influencer marketing in 2023, CMOs should consider how they can leverage this strategy to reach new audiences and build brand awareness. However, it's important for CMOs to be strategic in selecting the right influencers and measuring the effectiveness of their campaigns.

5. The Expansion of Voice Search and Virtual Assistants:

Voice search and virtual assistants are becoming an integral part of consumers' daily lives. CMOs need to optimize their content and marketing strategies for voice search, ensuring that their brand is discoverable through voice-activated devices like Amazon Alexa or Google Assistant. Additionally, exploring opportunities to create voice-based experiences or partnerships with virtual assistants can help CMOs stay ahead of the curve and provide valuable interactions with their audience.

6. The Importance of Cross-Channel Marketing:

With consumers using multiple devices and platforms, CMOs need to embrace cross-channel marketing to deliver consistent and cohesive brand experiences. By integrating their messaging and branding across various channels such as social media, email, website, and offline media, CMOs can create a seamless customer journey and increase engagement. It's essential for CMOs to understand their target audience's preferred channels and tailor their marketing efforts accordingly.

7. The Emergence of Extended Reality (XR):

Extended Reality (XR), which encompasses VR, AR, and mixed reality (MR), is set to revolutionize the way brands connect with their customers. CMOs should explore the potential of XR to create immersive and interactive experiences that leave a lasting impact. Whether it's through virtual product demonstrations, augmented reality try-on experiences, or gamified marketing campaigns, XR offers exciting opportunities for CMOs to differentiate their brands and engage their audience in new and innovative ways.

In conclusion, as we head into 2023, CMOs must stay abreast of the ever-evolving digital media landscape. By embracing the rise of connected TV, prioritizing privacy and data regulation, leveraging 5G technology, tapping into influencer marketing, optimizing for voice search and virtual assistants, adopting cross-channel marketing strategies, and exploring the potential of XR, CMOs can position their brands for success in the years to come.

Actionable Advice:

1. Conduct a thorough analysis of your target audience's media consumption habits to identify the most effective channels for reaching them, including connected TV and voice-activated devices.

2. Establish clear guidelines and vetting processes when selecting influencers to ensure they align with your brand values and have genuine influence over your target audience.

3. Invest in technologies and partnerships that enable immersive experiences, such as AR and VR, to create memorable brand interactions and differentiate yourself from competitors.

By staying ahead of these trends and implementing actionable strategies, CMOs can navigate the digital media landscape with confidence and drive their brands towards success in 2023.

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