Digital marketing: how to integrate data and technology to grow in 2023

The digital world is changing rapidly; from new AI tools that help content creators create to data tools that help marketers get better insights into what they do. Digital marketing technologies are there to make the lives of marketers easier; but which tools should you use and which trends should you follow? Let’s dive into it. 

2023 digital trends: the latest innovations in emerging technologies

Each year, many new digital marketing trends emerge. Some of these trends stay the same, and some of them are completely new. Let’s look at some of the most interesting marketing trends for 2023. We look at the use of AI in marketing, YouTube shorts, Pinterest Lens, personalisation in marketing, and using VR in the world of the Metaverse. 

1. AI helping out with content creation

There are many new tools that marketers can use to get help with content creation. From writing blogs to editing videos and from generating podcasts to music generators. We wrote an article about AI tools before, in which we discuss different AI programs that you can use when creating content. These tools can help save time, resources, and money. 

On the other side, marketers should continuously keep on asking the question if the content that they have created with a tool is relevant to the brand. AI is amazing at creating a fundament for your content, but marketers should always keep an eye on creating relevant content that is on brand. Marketers should always guide the creative process and check the work that these AI tools have delivered.

2. YouTube shorts

Did you know that YouTube is a search engine? Why is this interesting for marketers? This is because it can help strengthen your SEO strategy. Besides utilising these techniques in YouTube videos, you can now also create YouTube shorts. Why is this relevant? You can see YouTube shorts as a TikTok or a Reel. 

Since this video format is way shorter, it’s often easier to create and less time-consuming. When you know which keywords work well for your business, you can use these keywords to promote your YouTube shorts. A win-win situation if you ask us; less time on editing videos but tapping into the power of YouTube’s search engine. 

3. Pinterest Lens

Do you already know about Pinterest Lens? It is a way in which consumers can search for products that they like by uploading a picture. How does this work? Consumers can now point their cameras towards a product that they like, and Pinterest’s algorithms will then try and find a similar, or the same, product. 

Pinterest will then show the consumer images that are similar to the picture they took; often with a shop tab included. This makes it incredibly easy for consumers to go from inspiration to purchase a similar or maybe even the same product they got inspired by. This does encourage impulse buying behaviour; Pinterest even calls it ‘snap and shop’. Keep in mind that this tool works best for fashion and beauty brands; since most of the products linked are in this category.

4. Personalisation

One of the biggest trends in the world of digital marketing is to personalise content; from email marketing to personalised chatbots or apps. AI, deep learning, and machine learning can process huge amounts of complex data. This is how personalisation can be realised much more easily. 

Since there is a lot of content available online, customers often find it much more interesting if they’re targeted with products that are relevant to them. You get to know this information by letting tools analyse data for you. Through using this data you can easily segment groups of people and send content that is much more relevant to them; which encourages them to purchase your goods and/or services. 

5. VR and the metaverse

Are you ready for the Metaverse in marketing? The Metaverse is currently being built and businesses are slowly adopting VR techniques in their marketing strategy. From clothing brands using filters on Snapchat that let you try on their sneakers to businesses meeting up with their clients in a virtual world.

The Metaverse can be used in many different ways; you can advertise in the Metaverse, in which you show potential buyers your product in an effective and immersive way. You can use NTfs, blockchain, and other new technologies to let people pay for your services or goods. Keep an eye on VR and the Metaverse; since both are expected to grow immensely in the coming years. 

3 useful data tools to help achieve your digital marketing goals 

Now we have looked at 5 digital marketing trends; it is time to see with which tools you can analyse data. Why? Data should be the backbone of your marketing decisions. But how do you bring together all the data your company acquires? Let’s dive into Marketing dashboards. 

What are Marketing dashboards?

Marketing dashboards portray relevant data and metrics all in one clear and concise dashboard. Oftentimes, marketers have to scroll through different platforms to get this information. Sometimes, it is not clear how to get and properly analyse this data. Marketing dashboards make it easier for the marketer to see where change is needed to help foster growth.

Let’s look at three different marketing dashboards that can give a clear outlook on your data!

1. Google Looker Studio
Google enables you to go through data with various tools; one of them being Google Looker Studio. How does it work? You tell Google Looker Studio which data you want to see back into a dashboard, and the program creates an easy-to-understand and beautifully looking report for you. Now, you can share this report with other marketers in your business, or perhaps even your clients.

The best thing? This platform is completely free for creators. There is an option available for businesses that want administrative features; called Google Looker Studio Pro. This tool is recommended if you already work with Google data, since it integrates beautifully or if you want to try out a dashboard for free. 

2. Power BI

Microsoft’s Power BI is a powerful tool used by many big players, such as Samsung, Adidas, and Superdry. With Power BI you can easily visualise your data and take your data storytelling to a higher level. Power BI is not a free tool, however, businesses can try out their services with a free trial.

In Power BI you have a clear overlook over your Google, Facebook, Instagram, Twitter, and other data. There are over 500 platform integrations; which enable you to look at different data in the same tool. This makes it very easy to draw conclusions and see where growth is needed. 

3. Other options
We have discussed two of the bigger players in the field of marketing dashboards; Google’s Looker Studio and Microsoft’s Power BI. However, many more ‘smaller’ businesses offer similar and just as qualitative tools. From Gooddata to Klipfolio, to Databox. 

Point is that as a marketer you don’t want to stay behind in the world of data analysis. These tools make it easier for you to reach the right conclusions. Too difficult to find the right tool for your business? Marketing agencies such as Mowgli are there to find the right solution as well as help you implement and analyse the data. 

Do you want to grow your business?

Let’s look at marketing technologies and data analysis tools that can help you grow your business. Get in contact with us if you want to brainstorm or receive help with implementing tools and techniques. We are happy to assist your business in further growth and a future of new digital possibilities.