Redefining Digital Marketing: The 5 essential social media advertising practices that dominated 2023.
Social networks have evolved from platforms for sharing and connecting to powerful stages where brands and consumers coexist and interact daily. Although this ecosystem has been constantly evolving since its inception, 2023 has been a year of revolutionary changes and significant advances that have redefined digital marketing. This evolution demands that brands stay ahead by adopting and adapting the best practices. In this article we are going to explore the 5 essential practices that have dominated the social media advertising landscape this year.
1) Understanding the metaverse:
It's not an exaggeration to say that the Metaverse has revolutionized how we conceive digital spaces, as it has become a space for social and commercial interaction. Brands that have ventured into the metaverse have experienced deeper and more immersive contact with their audiences. With the popularization of NFTs and cryptocurrencies, brands are exploring how to integrate blockchain technology into their strategies within the metaverse, creating exclusivity and added value for their customers.
Integrating your brand into the metaverse means not only advertising but creating three-dimensional digital experiences that engage users, whether through virtual stores, events, or interaction spaces.
2) Intelligent automation:
In 2023, automation tools have incorporated artificial intelligence (AI) to optimize campaigns in real-time, analyze user data, and adapt strategies instantly. Tools like TensorFlow and Keras are being used to analyze user behavior patterns, automatically optimizing advertising campaigns in real-time.
The implementation of this type of intelligent automation ensures greater efficiency, personalization, and adaptability, which translates into a better cost-benefit relationship.
3) Native Advertising and User-Generated Content (UGC):
Today's audiences seek authenticity and connection with brands. Native advertising, which integrates almost imperceptibly into the platform, along with UGC, content spontaneously created by users, have proven to be highly effective tactics. To moderate UGC, you can use tools like Perspective API, which ensures quality content aligned with the brand.
Encouraging users to generate content and promoting it natively strengthens trust, humanizes the brand, and expands organic reach.
4) Advanced Segmentation:
If before segmentation was based on demographics or basic interests, 2023 has taken us to a higher level. Advanced segmentation involves analyzing behaviors, browsing patterns, previous interactions, and even users' emotional states. This is achieved thanks to machine learning algorithms and deep data analysis, allowing brands to direct their messages precisely to highly specific audiences. Using ML and Big Data analysis with tools like Apache Spark or Hadoop, brands can now predict future behaviors and trends, proactively adapting their campaigns.
5) Video Marketing and Augmented Reality:
Video continues to be an important format in content, but in 2023, augmented reality has added a layer of immersion we hadn't seen before. Users no longer just watch a video; they interact with it. ARKit and ARCore, tools developed by Apple and Google respectively, have enabled brands to create AR experiences directly integrated into their video marketing campaigns. The use of AR allows users to "try" products, visualize them in their space, or experience brand-related experiences without leaving the screen.
2023 has been more than just another year on the calendar. It has been a year of redefinition, innovation, and advances that have set the course for the next decade. Brands that have navigated these changing waters and adopted these cutting-edge practices are not only succeeding this year but have laid the groundwork for continued success in the digital age. In a space where change is the only constant, adaptability and anticipation are the best options to stay relevant and on top.
