Business owners and entrepreneurs looking to grow their ventures in 2023 are working in tough economic conditions. The competition for customers is always fierce, and in rough times, it’s businesses that implement smart digital marketing that gain audiences’ attention, trust, and patronage.

Like Razi Salih, many entrepreneurs looking to stay ahead of the pack are increasingly turning to digital marketing to advertise their products and services, share their brand messaging, and remain at the forefront of their clients’ minds. Mr Salih knows all too well the value of implementing good digital marketing; he’s had several successful projects that have called for tapping into digital marketing tactics to move progress in the right direction.

Some of the top trends to watch out for include:

Short Form Videos

Advertisers put a lot of money and effort into video ads, often with good reason. However, with more brands competing for the average person’s attention, shorter videos – between 15 and 30 seconds – are fast becoming the trend. But why?

Marketing experts see short-form video as trendier because it requires less investment to get it going. For a small business owner on a tight budget, there’s no need for a production team or equipment. Modern smartphones with above-average video and sound quality can do the job. This is the premise behind the success of multiple short-form video social platforms, which boast millions of users who prefer short videos. As such, the impetus is on brands to package key information concisely.

Artificial Intelligence

While artificial intelligence (AI) and machine learning (ML) remain somewhat complex technologies, their implementation has helped expand advertisers’ capabilities. AI’s collaborative intelligence has many uses in the digital marketing industry, from helping brand managers personalize ad experiences for users to automating multiple aspects of marketing work. AI is also at play in analyzing data to identify behavior patterns so that advertisers can intelligently place their content.

The Use of First-Party Data

First-party data is the information a business collects about its customers directly from them, which differs from third-party cookies that many digital advertisers relied on for customer insights. For decades, cookies have helped marketers align their campaigns, but changes in digital marketing technology mean cookies may not always be the go-to source of information.

As such, marketers will have to get creative and figure out how to obtain customer insights from the data they already have about their users.