Marketing has evolved at a rapid pace over the past 12 months. There has been an increased emphasis on providing a great customer experience across multiple channels. Recently, we’ve noticed a clear shift toward digitalization and more automated ways for brands and customers to interact. AI technology is another significant growth area; it has taken personalization to a more advanced level and saved marketers time in creating their email campaigns, articles, ads, and landing pages while also improving performance results. During the past year, data privacy concerns have also increased, and this has led companies to be more transparent about the way that data is gathered and processed, including the replacement of third-party cookies with first-party cookies. As for SEO, we’ve seen a noticeable evolution; machine learning has made the processing of data more and more advanced. For example, Google has started showing more relevant search queries that SEO marketers are looking for to drive organic traffic to their websites, based on analyzing tons of historical search results. This advancement is due to machines used by Google that humans couldn’t process because of the big amount of data analyzed. For example, Rankbrain is a machine learning AI algorithm used by Google to sort search results. There are also a number of trends from recent years which look set to continue in popularity in 2023, including minimalist design, UGC, influencer marketing, artificial intelligence and machine learning. However, there are a number of additional trends in AI and machine learning, advertising, SEO, social media, and ecommerce, that look set to be dominant in the coming year which we will discuss in this webinar. We will cover: 1. 2022 in review 2. The main digital marketing trends for 2023 3. VBOUT’s resources to help you prepare for the upcoming year

1. Digital
Marketing
Trends for
2023

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5. • General Intro
• Presentation
• Q&A
Agenda

6. The VBOUT Stack
✔ Marketing Automation
✔ Stack Simple Interface
✔ Great Price
✔ Premium Support
✔ Built-in AI and Predictive capabilities

7. 1. Landing pages
2. Forms
3. Popups and site messages
4. Lead tracking
5. Automation sequences
6. Email campaigns
7. Social media listening
8. Social publishing
9. Retargeting
10. Analytics
11. Pipeline management
12. Calendar booking
10+ Core Tools Working Together
The VBOUT Stack

8. Integrates Well With
The VBOUT Stack

9. Lead Data Platform

10. Current Landscape

11. 2022 in
Review

12. More Emphasis on Customer Experience
• Customers expect a great
experience across all channels.
• Delivering a successful CX
requires personalized messaging
that’s specific to customers’
behavior.
• Messaging consists of emails,
SMS, Web push live chat support,
and automated bots.

13. Rise of First-Party Cookie
• With the death of 3ʳᵈ party
cookies, marketers have started
gathering leads data from their
websites using landing pages,
forms, and popups.
• Safari and Apple blocked 3ʳᵈ party
cookies and Google announced
that it will stop the use of third-
party cookies in Chrome by the
end of 2024 (Source: Cookiebot).
Source: Segment

14. More Branding Trends
• The branding trends that were
evident in 2022 are simplicity and
minimalism in design.
• Another trend is a quirky design
which consists of hand-drawn
illustrations, bizarre imagery,
overlapping elements,
asymmetry, and chaotic design.
• Flat illustrations were also
trending.
Source: paymantaei.medium.com Source: Up Banking

15. Building Engaged Communities
• Managing communities boosts
your brand awareness and drives
engagement.
• The rise of online events after
COVID is another option to grab
audience attention around a
specific webinar topic and this
can be created within your
community.

16. Partnerships and Integrations
• Customers were facing a problem
using different tools and ending
up paying for features these apps
don’t provide.
• With that in mind, marketing
automation platforms have a
built-in CRM that helps customers
better manage and organize their
relationships with their clients.

17. CTR Replacing Open Rates
• Due to Apple’s Mail Privacy
Protection blocking pixels used to
determine open rate, CTR,
conversions, and list growth rate
have replaced this metric.
• These metrics are more
actionable than open rates and
determine the success of your
email marketing.

18. The Major
Trends of
2023

19. AI Content Generation
• AI is becoming more and more
important for businesses to take
their marketing to a new level.
• AI Content Generation is one
example that saves time for
marketers.
• It allows them to enhance their
personalization strategies to drive
better engagement.

20. AI Content Generation
• Ad Content AI Generation saves
advertisers time by generating
fresh ad copies that increase
conversions.
• The ad content with the CTA is
generated in seconds by
specifying the product name,
description, and tone of voice.
Source: Jasper.ai

21. AI Content Generation
• Blog Content Generation is
another AI feature that generates
long-form content based on
criteria specified by blog writers.
• The great power of AI tools is the
ability to generate SEO-optimized
articles in minutes and from a
variety of topics.
Source: CopyAI

22. AI Content Generation
• AI has gone beyond to generate
realistic and original images
based on text descriptions.
• Also, such tools have the ability to
expand images based on the
original.
• Music generation is a new AI
trend to be on the lookout forai
generated.
Source: https://openai.com/dall-e-2/
https://openai.com/blog/jukebox/

23. AI Content Generation
• With AI voice generator tools, you
can create human-like voice over
in seconds.
• You can add different emotions to
your voice (happy, sad, angry).
• Another feature is converting
your voice into real-time speech
to speech.
• Also such tools allow you to
translate your voice into any
language, without having to
provide any data.
Source: resemble.ai

24. More Mature Machine Learning
• Machine learning has made the
processing of data more and
more advanced.
• One example is Predictive Email
Sending.
• It helps email marketers
determine when recipients are
most likely to engage with emails
based on previous patterns.

25. More Mature Machine Learning
• Machine learning has taken lead
scoring to a new level.
• Predictive lead scoring minimizes
potential errors that would result
from traditional scoring practices.
• It creates persona profiles based
on past and current behavior and
helps marketing and sales focus
on leads that tend to convert.

26. More Mature Machine Learning
• Data enrichment is a powerful
engine for predictive lead scoring.
• It gathers lead’s data from
external sources in real time to
build a richer customer profile
along with internal data.
Source: trbo

27. More Mature Machine Learning
• Machine learning in social
consists of emotional detection,
sentiment analysis, and posting
time recommendations.
• Posting time recommendation
determines the best days and
times to publish a social media
post based on previous followers’
engagement patterns.

28. Reinforced SEO: E-A-T Signals
● E-A-T stands for Expertise -
Authority - Trust.
● Google’s most recent helpful
content algorithm update
targets “content that seems to
have been primarily created
for ranking well in search
engines rather than to help or
inform people”.
● The update aims to help your
organic, user-worthy content
rank better than content
optimized for crawler bots.

29. Reinforced SEO: E-A-T Signals
How do you know if your content is
deemed helpful by Google?
● Content created for a specific
audience.
● Content that features expertise
and authority.
● Content that is trustworthy &
credible.
● Content that meets the wants and
needs of searchers.

30. Reinforced SEO: E-A-T Signals
Do’s
● Remove weak content from your
website.
● Focus on creating content that speaks
to your target audience.
● Follow SEO best practices provided by
Google.
● Stay up to date with Google’s ranking
updates.
Don’ts
● Use low-quality AI-generated content.
● Use web crawlers to optimize your
blogs.
● Publish weak content without in-
depth knowledge of the topic.

31. Short Form Videos
• Instagram Reels have 2 billion
monthly active users (Source:
DemandSage).
• Instagram, Facebook Reels, and
Tiktok are great platforms used to
create brand awareness and
boost engagement.
• YouTube shorts help businesses
improve their organic reach and
collect email subscribers.
Source: Meta

32. Short Form Videos
There are different ways
to generate leads with
reels such as posting
educational content,
product tutorials,
tagging products from
Instagram shop,
freebies, answering
FAQs and highlighting
customers pain points.
Source: ManyChat

33. Marketing in the Metaverse
Source: TechBullion
• Marketing in the metaverse is still
a new trend that helps businesses
stand out in the crowd.
• It offers a virtual experience and
represents the brand in a way
that traditional advertising could
never do.

34. Marketing in the Metaverse
• Creating a specific metaverse
platform is one of the most
effective ways to invest in this
field.
• Businesses can create a game or
worlds specific for companies to
showcase their products virtually.
• Shopify launched its AR/3D
shopping experience and
working on its NFT.
Source: Shopify

35. Marketing in the Metaverse
• As Metaverse is rising, the real
estate digitized world is expected
to grow in 2025 to $3.6K million in
Revenue VS $358 in 2020. (Source:
Brand Essence Research)
• Companies can use their digital
assets to advertise their products,
organize virtual product launches
and create a unique customer
experience.
Source: sandbox.game

36. Marketing in the Metaverse
• Another way marketers can take
advantage of metaverse space is
through native advertising such
as billboards on a virtual street or
product placement.
• Coca-Cola and Samsung have
virtual billboards in video games
such as Football Manager,
according to Techtarget.com.
Source: Football Manager Story

37. Marketing in the Metaverse
● Gamevertising (In-game
advertising) is a great method
for effective targeting,
interactions from audience
players and increased revenue.
Source: ClearCode

38. Live Commerce
• With the COVID-19 pandemic that
changed customers’ buying
habits, brands have found a need
to reach customers online and
provide a seamless experience.
• It started with shoppable posts on
social in 2020 and evolved to live
stream selling and shopping.
Source: Instagram

39. Zero-Party Data
• After the increased reliance on
first-party data and customer
privacy last year, the practice is
expected to evolve in 2023 with
zero-party data.
• Beyond forms, landing pages, and
popups, gathering info through
zero-party data is done through
communication preference
centers and interactive surveys.
Source: xtremepush

40. Zero-Party Data
The table on the right reveals the
main difference between first-party
data and zero-party data.
Source: xtremepush

41. VBOUT’s
Resources
to Prepare
for 2023

42. VBOUT’s Resources
1. How to Optimize your Email Marketing Strategy with Predictive Sending - Link
2. Email Content Generation - Link
3. How to Build a Lead Scoring Criteria for your Email Marketing in 2023 - Link
4. How to Optimize your Marketing Campaigns with First-Party Cookies - Link
5. 10 Proven Ways to Boost eCommerce Sales with Instagram Shopping - Link
6. Digital Marketing Trends for 2022 - Link
7. General Data Protection Regulation - Link
8. California Consumer Privacy Act - Link
9. How AI Improves your Marketing - Link
10.Latest Google Update That Helps Helpful Content Rank - Link

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