This year saw several exciting new developments in the world of marketing. As companies continue to find new ways to reach customers and stand out from the competition, they are leveraging cutting-edge technologies and strategies. From augmented reality to conversational marketing, brands are getting creative in order to boost engagement.
Here are the top 10 most notable marketing innovations we saw surfaced in 2023:
Shoppable Streaming Video Several platforms have integrated shoppable functionality into streaming video this year. This allows viewers to click on products within videos to learn more or purchase featured items. For example, YouTube launched shoppable video capabilities, enabling creators to tag and track products and direct viewers to checkout pages. This innovation turns passive video watching into a highly engaging shopping experience.
Augmented Reality Product Visualization Augmented reality (AR) is revolutionizing product visualization. Brands like IKEA and Amazon are using AR tech to let customers digitally view furniture in their living spaces or “try on” clothing and accessories. By providing extremely realistic 3D visualization, AR allows for better product evaluation and higher conversion rates. 2023 saw brands across verticals jump on board the AR train.
Conversational Marketing Chatbots and other conversational interfaces took off this year. Brands leveraged conversational marketing across social media platforms, websites, and messaging apps. These smart assistants provide customized recommendations, promotions, and customer support in an intuitive bot-based format. Research shows people prefer chatbots for quicker communication and brands have taken notice.
Connected TV Advertising As more viewers transition to streaming TV content over cable, connected TV (CTV) ads have greatly expanded. These digitally delivered ads target relevant audiences watching CTV. They combine the wide reach of TV with the precision targeting of digital. Viewer and marketing data this year showed CTV ads drive much higher engagement and sales.
Shopify Augmented Reality Shopify launched several new AR offerings this year, including AR shopping experiences. Their technology lets merchants create 3D and AR product models that Shopify site visitors can interact with. This immersive visualization helps brands showcase products and boosts conversion rates. Shopify’s tools democratize AR marketing for ecommerce.
Customer Data Platforms Customer data platforms (CDPs) consolidate customer information from diverse sources into unified profiles. These 360-degree views of individuals support superior personalization and insights. Implementing a CDP was a top priority this year for enterprise brands seeking to better leverage data. With consumer data expanding exponentially, CDPs play a pivotal role.
Voice Commerce Optimization Smart speaker usage continues rising, accelerated by AI advances like Alexa and Google Assistant. Savvy brands optimized sites and campaigns this year for voice-based commerce, which often follows different patterns. Searches are more conversational. Results focus on easy-to-say product names, descriptive audio responses, and seamless checkout. Voice commerce leveled up this year as brands fine-tuned the experience.
Live-Stream Shopping The live ecommerce trend known as shopstreaming, already hugely popular in China, gained steam internationally. It lets influencers host live product showcases where items can be purchased in real-time with integrated checkout. Limited time flash sales during streams create urgency. The format’s interactive nature drives high engagement and conversion. Western brands are now tapping into this successful formula.
Smart Displays Smart displays with touchscreens took consumer and shopper marketing by storm this year. Amazon Echo Show, Facebook Portal, Google Nest Hub, and similar devices feature enhanced abilities for brand interactions using visual and voice-based interfaces. This allows brands new ways to reach shoppers with demos, tutorials, virtual storefronts, and more immersive experiences.
Crisis Marketing Agility
Looking Ahead As we move into 2024, these marketing innovation trends will likely deepen further. Brands adopting early have a competitive advantage, but latecomers still have ample opportunity to produce standout campaigns. The brands that will come out ahead are those keeping a pulse on emerging technologies and communicating creatively across platforms to take customers on uniquely captivating journeys. They build communities through relevant and responsive outreach. Staying continually tuned-in to target audiences while offering the most engaging brand stories often generates the strongest connections and loyalty.
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