New Marketing Technology: What to Expect in 2023 and How To Adapt
As we enter the new year, businesses need to stay on top of emerging trends to stay relevant and reach new customers. From the rise of artificial intelligence to the growing use of augmented reality, these new marketing technologies will shape how businesses market themselves in 2023.
Here are the top trends we’re keeping an eye on for 2023, along with some practical tips on implementing this new technology in marketing.
The Transition to Google Analytics 4
Since its inception, Google Analytics has been an indispensable part of almost every marketer’s toolkit. But with Google’s recent announcement that the current Universal Analytics tool will stop processing new data in July 2023 as it is phased out in favor of Google Analytics 4 (GA4), businesses are wondering what that means for their marketing strategies.
Luckily, GA4 promises a whole suite of robust features that should make it even more useful for collecting and analyzing marketing data, as well as tracking customer journeys. Its emphasis on omnidirectional marketing reflects the trend that more shoppers than ever before are jumping between devices and sessions while researching and buying products.
The Rise of Automation (AI and Machine Learning)
Artificial intelligence and machine learning technologies have made enormous strides in the last few years, and automation is poised to be a major part of the marketing landscape in 2023. In fact, AI-driven conversational marketing tools are already one of the fastest-growing brand communication channels. Take Open AI’s ChatGPT for example. It has already made such strides in the tech and marketing industry that a lot of marketing leaders are reimagining the ways they can utilize these tools to become faster and more effective.
Whether by using chatbots to handle around-the-clock customer service needs or using powerful data-driven prediction models to take advantage of emerging trends, automation tools are improving the customer experience and freeing up resources that businesses can leverage elsewhere.
Augmented and Virtual Reality
Though augmented reality (AR) has largely been seen as a novelty in years past, it’s recently made significant progress as a viable marketing strategy. For example, look no further than IKEA’s Place app, which uses your phone’s camera to place photorealistic 3D models into your home to see how furniture looks before committing to buy. Or consider Sephora’s app, which allows customers to try on virtual makeup from the comfort of their couch.
Other major e-commerce platforms like Shopify are starting to pursue AR integration more aggressively, and even Google acknowledges the benefits of 3D search results.
When it comes to VR, the future is murkier. While some organizations are overly enthusiastic about its potential (see Meta and its slow start with its metaverse technology), no large-scale adoption has swept it into the marketing zeitgeist — yet.
However, excitement and intrigue over these burgeoning technologies have escalated in recent years, largely due to the disruptions to in-person shopping throughout 2020 and 2021. As consumers continue to show hesitation to return to physical stores, it’s only contributed to a renewed interest in augmented and virtual reality as an innovative marketing tool, with the Gen Z demographic being especially open to immersive shopping experiences.
As this technology becomes more sophisticated and customers get used to the convenience that it offers, business owners should expect augmented reality and even virtual reality technology to become much more common elements of successful marketing strategies in 2023 and beyond.
Marketing Technology Implementation
Now that we’ve explored some of the emerging trends for new technology in marketing, you might be wondering what the process of new marketing technology implementation actually looks like. But because it can vary considerably from business to business, based on factors like size, budget, and existing marketing strategies, there’s no one-size-fits-all answer to that question.
However, these basic guidelines are a good place to start:
Research and Evaluate
When approaching new marketing technologies, the first step is to do your due diligence and determine which ones will actually provide value to your business. After all, not every new and popular trend will be a good fit, no matter how exciting it may be. Take some time to read up on it, examine case studies, and even try out demos to give you a clear sense of what each new tool is capable of and how it might suit your needs.
Your primary goal should be to identify the problem this new technology solves or any new opportunities it might create. If it’s not addressing any needs or issues, that’s a good sign that it might not justify the investment.
Develop an Implementation Plan
If you want a smooth rollout of any new tech integration, you’ll need to make a comprehensive implementation plan. Make sure to budget for any necessary resources. Depending on the scale and complexity of the changes, this may be as simple as restructuring your existing marketing budget, or it might involve hiring new employees or outside consultants to assist in the transition.
Remember to be realistic about the launch timeline. Getting a new product to market is always exciting, and there’s often pressure to act as quickly as possible to secure market share and beat competitors to the punch, but rushing new technology can create new problems and erode customer trust, as well as make your internal forecasting less reliable.
Launch, Evaluate, and Optimize
Once you’ve implemented any new technology, it’s important to monitor its performance and track key performance indicators to ensure it delivers the desired results. You should expect continual testing and optimization in the short term — ranging from A/B testing to data analysis — if you want to maximize performance and avoid any problems when integrating the technology with your existing systems.
Have Support Standing By
Even under ideal circumstances, it’s inevitable that you’ll run into an occasional bug, error, or point of confusion during the implementation process. Most reputable SaaS vendors should provide clear instructions and documentation, but don’t be afraid to lean on them for support during the process – vendors are also invested in your success, and it’s likely that they’ve already encountered any problem you might have and are capable of providing a swift solution.
Identifying and implementing new marketing technology is crucial for businesses that want to stay competitive, reach new customers, and be more strategic with their resources. By staying up-to-date on the latest marketing trends and identifying the ones that best fit your needs, your business can stay ahead of the curve and continue to thrive in 2023 and beyond.