Just like in
2021 and
2022, we are delivering you the top digital advertising trends of the year. This time Darja Marvinec, Digital Strategist at Slovenian AM Komunikacije gathered the most important and influencing trends in digital advertising.
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Audio advertising
Advertising is gradually shifting toward audio-first marketing as a result of increase in audio content and consumption such as podcasts, digital radio, and streaming music services. Digital audio combines the positive aspects of traditional radio advertising with those of digital advertising (accountability, detailed reporting and accurate targeting).
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Cookie-less future
In a cookie-less future, marketers will be forced to rely more and more on the zero-, first-, or data provided by customers. In general, AI and BI technologies will be in the spotlight as they assist marketers in gathering consumer information. They can assist them in developing more customized campaigns while keeping a close control on ad spending.
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Contextual advertising
Platforms for contextual advertising can recognize context and offer extensive metrics to marketers for cookie-free targeting. In order to combine contextual advertising with behavioral targeting, businesses are currently striving to develop new programmatic technologies powered by AI and machine learning platforms. Advertisers can train the system to offer more highly tailored advertising and enhance campaign optimization by providing their first-party data.
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Personalization
Many companies are fighting for customers’ attention while they browse the internet and are attempting to offer them their product or service. Therefore, brands must address the concerns of their potential customers and provide them with answers in order to stand out from the sea of advertisements, have an impact on the user, and gain attention.
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Visual Search & Visual content marketing
Visual search is a new practice that allows users to upload images for search. Pinterest and Google Lens are two businesses that are utilizing visual search. Visuals have a remarkable potential to captivate viewers. Instead of depending solely on words, companies may forge a much stronger connection with potential clients by using eye-catching visuals, such as films, photos, charts, GIFs, and infographics.
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Sympaphonic ads gain steam
Since it's been demonstrated that including music in advertisements enhances recall and purchase intent, the only thing better than choosing the ideal song for your advertisement is letting the advertisement choose a track that will exactly resonate with your listener. The beauty of sympaphonic advertising is that no particular music is selected by the brand for all consumers to experience its content. Instead, when the ad is aired for the listener, it is changed in a way that it sounds exactly what they want to hear.
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AI marketing
The use of AI in many services, such as chatbots, search engines, and content generation, has increased significantly in recent years. Digital marketing initiatives powered by AI can deliver quicker and more precise insights into consumer behavior, increasing the likelihood that the campaign will be successful. Businesses may improve their understanding of their clients and increase their return on digital investment by integrating AI-powered marketing automation into their digital marketing campaigns.
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Google Analytics 4
This year, Google Analytics users will upgrade to the most recent version. On July 1, 2023, Google Analytics Universal will be completely replaced by GA4, according to Google. The main goal of Google Analytics 4 is to provide more data over the course of the full client experience. In other words, more information, such as a customer's degree of engagement, monetization, and retention, becomes available after they have been acquired.
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Conversational Marketing
Conversational marketing is more pervasive than ever. It is a marketing strategy that involves having in-the-moment discussions with potential clients or consumers in order to create bonds, boost engagement, and even close deals. Its goal is to provide an interactive experience using chatbots, voice search, SMS, and other digital channels, giving each user a unique experience. Conversational marketing helps businesses and consumers instantly interact on a human level.
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Voice search optimization
40% of adults regularly use voice search. The importance of voice search optimization (VSEO) is rising as the number of people using digital assistants increases and they grow more accustomed to using their voices to do internet searches. Voice search optimization involves integrating and simplifying website information and content for voice searches.
Darja Mravinec, Digital Strategist, AM Komunikacije, Slovenia
