Digital marketing trends: Advanced personalization in automation and the use of AI software will allow agencies to set themselves apart in other areas, as well.
Digital marketing trends: Expertise, authoritativeness, & trust (Google E-A-T)
To counterbalance the buzz and enthusiasm around AI, having a human touch is one of the evergreen digital marketing trends to really prioritize in 2023. Machine-learning and AI technologies are extremely useful for specific purposes but will never replace quality, first-person content. You could say the problem with AI is that it doesn’t E-A-T.
Standing for Expertise, Authoritativeness, and Trust, E-A-T is an important principle for Google’s (human!) search quality raters. As recently as December 15th, 2022, Google has even added an additional ‘E’ to the E-A-T framework for ‘Experience’. According to Google, search quality raters now ask themselves whether content was created with a degree of experience, such as a person having actually used a product or visited a place.
Get ready to place more value in content that is unique, specific, and helpful. When it comes to digital marketing trends, authenticity and trust cannot be created or cultivated using AI. Power to the people!
8. Benjamin Poirrier, Founder & CEO at Prodima
Digital marketing trends: 2023 will be the year of the E-A-T framework: Expertise, authoritativeness, and trustworthiness.
“The Google Core algorithm updates of May and September 2022 made a huge impact on websites’ organic traffic.
“More and more, marketers must publish “useful,” “relevant,” and “unique” content. In 2023, this trend will accelerate. Quick and cheap content marketing solutions won’t work anymore to boost the number of online visitors and keyword rankings.”
9. Amanda Walls, Founder & Director of Cedarwood Digital
Digital marketing trends: Expertise, authority, and trust are trending heavily as businesses look to improve key relevancy and reputation signals across their website.
“Towards the end of 2022 we saw a quick sequence of Google’s algorithm updates, primarily targeted around building greater trust and better content on websites. The September Core Algorithm Update, Product Reviews Update, and Helpful Content Update were all rolled out in quick succession and this gives us some key insight as to what marketeers will be looking towards in 2023.
“Building out expertise-led content, improving off-site Digital PR/reputation management, and external reviews will all be a key area of focus in 2023 as we look to give off positive signals not only for Google, but also to users to help improve user experience and on-site conversion rate.
“In addition, I’d expect that we will see an increase in content quality across websites. This won’t just be a case of adding more content, or increasing the frequency of it; it will be reviewing existing content to ensure it answers a user’s intent and purpose and that it extols the expertise of the brand.”
Digital marketing trends: Being authentic, transparent, and honest with marketing will be essential for businesses that want to succeed in 2023.
“In a world that is increasingly driven by social media and instant gratification, businesses are under pressure to be more authentic, transparent, and honest with their marketing. This trend has already begun to emerge, with companies such as Nike and Patagonia leading the way. In the coming years, we will see more businesses following suit as they strive to build trust and loyalty with their customers.
“There are several reasons why this trend will continue to grow in popularity. First, customers are becoming more discerning and are no longer willing to blindly support brands. They want to see that their values align with those of the company, and they want to know that they can trust the brand to be honest about its products and services.
“Second, social media platforms have made it easier for customers to connect with each other and share information. This has created a sense of community and accountability that didn’t exist before. Finally, as businesses become more globalized, they will need to find ways to build bridges between cultures and countries.”
11. Jon Hall, Founder of Switchbird
Digital marketing trends: The pendulum will swing away from consumer trust in user-generated content and back toward trust in the experts and institutions who rank and recommend products, services, and brands.
“Marketers and business owners must identify what they can do to earn the favor of experts and institutions. For some, that may mean building relationships with influencers. For others, it will be a matter of ensuring a business performs well wherever said experts and institutions are watching.
“Perhaps no ‘institution’ is watching local businesses more closely than Google is. The search and reviews giant desperately needs new ways to find insight into those businesses amidst a glut of spam and spammy ranking tactics.
“In fact, Google has been actively cultivating new sources of un-spammable ‘signals’ by which to evaluate, recommend, and rank local businesses. How? By insinuating itself directly into customer conversations via new products like Business Messages.
“As far as digital marketing trends in 2023, marketers and business owners need to understand how customer conversations themselves will become a trove of insight partially used by outsiders like Google to establish trust in their business and send new customers to their door.
12. David Little, Senior Vice President of Enterprise Sales at Comporium
Digital marketing trends: Understanding what your reputation is in the marketplace and then maintaining that and improving will be critical.
“You can have a lot of different solutions from advertising to your website to SEO. But at the end of the day, no matter how great your lead generation tools or your awareness tools may be, if your reputation is not stellar, then you’re just basically going to send those leads to your competitor.
“I know online reputation [management] is something that’s been around for a long time, but it’s still probably one of the most critical things a business needs to understand and to manage if they’re going to succeed.”
13. Cheryl O’Hern, CEO & Founder of Spin Markket
Digital marketing trends: 2023 will be the year of the digital expert.
“Businesses are figuring out that they can’t have an internal marketing department. A Marketing Director will never be able to accomplish what an external organization [or agency] like us can. Now it’s about strategic planning, and the reporting dashboards. There’s a better understanding in the world of business with marketing, just because it’s online, it’s not free. We’re going to see that being a much easier sell than probably what it has been in the past.”
Leave a Reply