[Latest in 2023] Introducing digital marketing trends

About Digital Marketing Trends in 2023

Looking back on the digital marketing trends of 2022, it can be said that the metaverse, voice search, influencer marketing, personalization, etc. have been attracting attention, and it has been a year in which new possibilities for technology have been discovered.

In these days, when there is a need to use AI (artificial intelligence) and respond to changing consumer behavior, it is very important to have an excellent marketing foundation, and this will not change in 2023. Here, let’s make a prediction about digital marketing trends in 2023 with reference to the following five points.

・AI utilization such as ChatGPT
・Decentralized SNS
・Total Experience (TX)
・Senil Advertisement
・Social Token

1. Use of AI such as ChatGPT

With the passage of time and the emergence of more advanced AI services, the key point is how to successfully coexist with AI and grow your own business. Among them, ChatGPT, which was released in November 2022, made a big ripple in the business community.

ChatGPT is a tool that AI automatically generates answers by asking questions on chat. It combines advanced machine learning and natural language processing technology, and is characterized by being able to answer even complex questions accurately.

What’s interesting is that ChatGPT is not just about answering questions, but can be useful in a variety of situations depending on how you use it. For example, in the business scene, by giving instructions to ChatGPT, AI will automatically conduct market research, design personas, create job postings, and give advice on subsidy selection. is required).

If the use of AI technology advances to improve corporate productivity and operational efficiency, it is possible that the value of some products and services on the market will disappear. That’s why it’s important not to confront AI, but to make good use of that technology.

2. Decentralized SNS

A decentralized SNS is a SNS built on the blockchain of crypto assets (mainly Ethereum).

Unlike conventional SNS, there is no central administrator, and the source code and development plans are open to the public. Another feature is that the user’s personal information is stored in the node (the terminal of the blockchain participant). In other words, a decentralized SNS has a mechanism in which operation and management are performed by network participants.

For users, the decentralized management of data provides high security, and there is also the advantage of being able to use SNS without restrictions on freedom of speech by the operator. In the future, if decentralized SNS attracts more attention in place of centralized SNS, companies will be required to make major changes in their media management policies.

3. Total Experience (TX)

Total Experience (TX) is a marketing strategy that aims to improve overall experience value by combining four elements related to customer experience and employee experience. The total experience includes four elements:

・User Experience (UX)
・Customer Experience (CX)・ Employee
Experience (EX)
・Multi-Experience (MX)

I was. In order to acquire new customers in such an environment, it is necessary to raise the morale of employees and provide better products and services.

Conversely, companies that can create products and services that satisfy all employees and customers will be able to establish a significant advantage in the market. The concept of total experience was born to build a system that enhances the satisfaction of all parties involved.

In the past, digital marketing focused on measures to satisfy individual employees and customers, but in the future, it will be important to take a holistic view so that we can provide rich experience value to all parties involved.

4. Saengil Ads

“Saengil” is a Korean word that means “birthday”. In South Korea, there is a culture of celebrating the birthdays of celebrities and idols by placing advertisements with fan funds. The advertising culture has been brought to Japan, and senil advertising (supporting advertising) is becoming a digital marketing trend in 2023.

However, in the case of Japan, it is a fact that there are big obstacles such as the need to clear copyright and portrait rights issues in order to publish advertisements, and the need to ask the office for permission to use the material. Why don’t you pay attention to the future trends to see how Senil Ads will evolve in the future?

5. Social Token

Originally, the word “token” originated as “substitute money/evidence” and is currently used in the sense of “something that substitutes for a specific value”. With the rise of crypto assets, terms such as NFTs (non-fungible tokens) and governance tokens were born, and the opportunity to hear the term “○○ token” has increased.

Among them, social tokens are tokens used within a specific community. For example, in addition to being issued when joining a specific membership, it is also used to visualize the degree of contribution to joint projects.

In the business scene, it is possible to request the provision of social tokens in order to view specific content, or to grant voting rights to the tokens for decision-making. In short, social tokens have the potential to transform the way we work and collaborate in the future, as community leaders can secure distribution authority.

Conclusion: Go beyond digital marketing and stay on top of trends

Digital marketing trends in 2023 will focus on three major themes: coexistence with AI, improvement of experience value, and support for an autonomous decentralized society. Each of the five trends presented here is related to one of the themes. In order to achieve the success of digital marketing, whose definition is expanding year by year, it is important to go beyond the conventional framework of advertising and branding and focus on building relationships with stakeholders such as employees and customers.