With everything going on in the digital marketing world, is it any surprise that we’re already halfway through 2023? GA4 was released this year, and AI tools are changing the way we market. As a result of these changes, some people are wondering if the future is safe for digital marketers.

Is the future safe for Digital Marketing? Marketers should we worry?

I wrote a blog earlier this year about how digital marketing can help you reach more clients. In it, I went into detail about trends that would impact the digital marketing industry. I didn’t mention Artificial Intelligence, data analysis, or the destruction of our industry. One thing I was sure about is that content should focus on the target market and should be more personal.

So, is the future safe for digital marketers? I believe it is. While AI and data analysis will play a larger role in marketing, the human touch will still be essential. Marketers who can create personalised content that resonates with their target audience will be the ones who succeed in the future.

Looking for expert digital marketing solutions? Contact us today!

What are Digital Marketing trends:  

Marketing trends are changes like new technology development and the evolution of marketing techniques that impact the way marketers interact with the target audience, as well as the strategies brands and companies use to stay relevant in their industry.

Exciting digital marketing trends to boost your business:

The future is now, and AI is not taking over in 2025 or 2030; it is happening right now. The marketing field is constantly changing, and to help you keep up-to-date with what is happening, here are five digital marketing trends currently shaping the digital marketing world:

1. Micro-Influencers are important:
   In my previous blog, “16 Digital Marketing Steps to Make You a Better Digital Marketer,” I discussed the importance of influencers. Here, I’ll go a step further and add that with the rise of influencer marketing this year, not every business can afford influencers with 1 million followers. Enter micro-influencers, who have less than 100,000 followers. They are easy to approach and negotiate with, as they cost much less. Brands will be forging long-term connections with relevant micro-influencers as part of their influencer marketing to build bigger communities and increase customer trust and loyalty.
   
2. In-Feed Shopping is Here:
   This one’s for the e-Commerce businesses. You might be familiar with shoppable posts on Instagram, WhatsApp, and Facebook, but now you can link your digital catalogue and let people click on the posts within their feeds, allowing them to buy.
   Google Ads also offers another in-feed shopping tool with shopping campaigns. These ads are linked to your product catalogue and displayed as shoppable photos. Create your ad and specify the search phrases people can use to find it. Then set your parameters, including your geographical area and an inventory number. Google can pull the ad once you’ve sold out of the product.
   
3.  Youth-Centred Marketing is Now:
   Gen Z dominates TikTok, an app designed for them, and they are trail-blazers when it comes to interacting with brands. They are not just the consumers of the future; in America, they already own 40% of the consumer market. Seeing through traditional marketing ploys, they choose to connect only with the brands that truly appeal to their interests and the way they communicate. Gen Zers want companies to be honest, transparent, down-to-earth, and authentic.
   
4. Mobile Optimization Will Be King:
   Most of us are glued to our phone screens, so the consumer now, more than ever, is using mobile devices for online shopping. Research shows that more than half of the annual online website traffic comes from mobile devices. Brands that invest energy into optimising their mobile sites will win out in 2023. This is also a huge must-do for brands that want to target millennial and Gen Z audiences.
   
5. Audio-first marketing:
   We cannot ignore the impact TikTok has on digital marketing. Out of it comes the rise of audio-first content. This, particularly, has been born from TikTok’s positioning as not just a social platform for video, but for audio-based content of all kinds. Most of the app users consider sound a vital part of the app experience, making them likely to remember brand content when using a distinctive sound. Being audio-first as a digital marketing strategy is driving loads of ads we’re seeing online, including how-to’s, product highlights and teasers, behind-the-scenes snapshots, and more.
   
6. Storytelling Will Become More Visual and Humanised Branded Content:
   Millennials state they are more interested in visual search, which makes sense, hence the rise in popularity of apps like TikTok and Instagram. Consumers prefer visual content to plain text, as it is more memorable. This trend is being reflected on search engines, with Google serving more and more images and videos in its results.
   
   Given the most recent world events, almost everyone is seeking light relief in their everyday lives, including how they align with brands. It’s not just Gen Z who are looking to connect with brands on a deeper level. Creating digital content that offers a true, human-like personality, complete with humour, vulnerability, honesty, and everything else we seek in our interpersonal relationships, is one of the best ways to build brand loyalty in 2023.

Public relation trends for 2023:

Let us not forget that PR is important for digital marketers in South Africa, as much as it is globally. Artificial intelligence (AI) is rapidly changing the way we work, and the PR industry is no exception. AI-powered tools can now generate quick PR campaigns in minutes, which would take an expert hours. This is understandably worrying for PR specialists, who may fear that their jobs are at risk.

However, I believe that AI and PR specialists can have a long and mutually beneficial relationship. AI can be used to automate tasks, freeing up PR specialists to focus on more creative and strategic work. AI can also be used to generate data-driven insights that can help PR specialists to better understand their audiences and target their campaigns more effectively.

Of course, AI is not a replacement for human relationships. PR is still about building trust and rapport with journalists and other stakeholders. This is something that AI cannot do. However, AI can be used to support PR specialists in their relationships with stakeholders, providing them with insights and tools that can help them to build stronger relationships.

So how can we make sure we stay relevant?

• On-demand media:
  The majority of the South African population still relies on free-to-air television and listens to the radio. So, if you are wanting to reach the mass market through PR, television and radio interviews are still the way to go. Radio is kicking within the South African population, with Multichoice, the country’s biggest media company, having over 9 million subscribers compared to Netflix’s 3 million. It won’t be topped anytime soon, with the flagship channel being sport with SuperSport. So, TV demand for PR is still strong within the country.
  
  Having said that, we need to be cognisant of the fact that if we want to reach the slightly higher LSMs, there is an ongoing migration to Netflix, Showmax, Disney Plus, and Amazon Prime Video, and podcast listenership is also growing. These on-demand services don’t function in the same way as traditional media do, and we’re having to innovate to continue reaching their audiences.

• Human interest:
  Okay, true, give AI a sentence, and it will give you something you have never seen before, but it does not have the human effect, no human interest. Which is where public relations will still shine. PR companies or experts know when to use the right tone or which audience it is targeting.
  
  Human interest is about being able to weave a captivating tale—it’s all about storytelling. Humans are interested in other humans, in subtlety and nuance, in humour and wit.

•  Being Integrated:
  Crafting communications strategies that include paid, owned, shared, and earned media is not a new trend, but in 2023, we will see further integration of marketing and PR across all available channels and platforms. There are two main factors influencing this—the continued shrinking of the traditional media landscape, as well as accelerated digital transformation.

Will AI kill organic traffic:

Now, the juice is boiling up. Let us be honest, for some people, AI came out of nowhere, but digital marketers who have been studying trends and using digital software will know about AI for a long time. Someone like me, I have been using Jasper. I used to write clients’ blogs and newsletters using AI software, and even then, we knew there would be a public one. Now enters ChatGPT.

Artificial intelligence (AI) is rapidly changing the way we interact with the world around us. From virtual assistants to self-driving cars, AI-powered technology is making our lives more efficient and convenient.

But what does the rise of AI mean for SEO? Could it be that AI will eventually replace the need for human-generated content, leading to the death of organic traffic?

Companies like Microsoft and Google are starting to roll out AI to power their search engines, making the experience of looking for stuff online more intuitive. From a user perspective, this is great. Why bother sifting through endless search engine results when you can have AI explain what you wanna know directly? I’m looking at you, Bard.

But this change might not be so great for marketers like us. This could spell problems for those of us who rely on how search currently works to rank our content and drive organic traffic to our site. What happens if or when today’s search engine results page (SERP) goes away? How do we—as digital marketers—get that organic juice back?

In this blog post, we will explore the potential impact of AI on SEO. We will discuss how AI is being used in search engines today, the ethical implications of using AI in search, and tips for marketers on how to stay ahead of the curve in the age of AI.

The Implications of AI-Driven Search for SEO Experts and Marketers: 

Marketers have focused on creating search-optimised content to generate organic traffic to our websites.

Marketers have focused on creating search-optimised content to generate organic traffic to our websites.

In the world of SEO, we’ve followed certain rules like using specific keywords and optimising our title tags to please the mysterious algorithms and get our websites to the top of search results. It’s been like a prayer to the digital gods.

But now, there’s a new challenge. Microsoft and Google are using AI to generate answers to people’s search queries. This leaves digital marketers wondering what we should do. Will creating valuable, engaging content that meets our audience’s needs still be enough to drive traffic? Or should we give up on blogging altogether and start farming?

Honestly, there’s no easy answer yet. AI brings both positive and negative changes. On one hand, it can personalise content and improve customer experiences, but on the other, it also means more competition as companies turn to AI for content creation.

AI is already a part of search engines today. Google uses AI to generate answers, and Bing uses it to personalise search results.

Looking ahead, AI will likely play an even bigger role in search engines. As AI-powered search engines get smarter, they’ll better understand what users are looking for. This means marketers will need to create content that directly addresses user intent.

So, while AI is changing the game, creating relevant and valuable content for our audience remains essential to stay ahead in the world of SEO.

AI-powered search engines for SEO folks to keep an eye on:

Wow. Just when you’ve finally cracked the search algorithm code, here walks AI to tear things all up again.

But before you give up your day job and go work on a farm somewhere far, let’s take a quick look at how a few search engines plan to integrate AI into search results—and what it’ll mean for your organic traffic.

1. Bing:
   While the prospect of Bing integrating generative AI in search results is a bit worrisome, Its parent company Microsoft claims its goal is actually to drive more traffic to publishers and assist in increasing revenue.
   
2. Google’s Bard:
   For its existence, Google has been the boss in search engines, but for the first time, they are worrying about being behind the likes of Microsoft Bing.
   
   It explains why they scrambled to release Bard after ChatGPT amassed one million users in the first five days of its launch—and 100 million in its first two months.
   
   Bard might not be as advanced as some other options, but it has a significant advantage with its extensive database and ability to provide real-time, up-to-date information that other chatbots might lack. This raises questions about how it will impact Google, marketers, and businesses that heavily rely on revenue from paid advertising, as Google’s main income source comes from ads.

3. Waldo:
   Waldo is a new, AI-powered search engine—and it’s interesting because it does two noteworthy things.
   First, before providing you with results, it asks you to drill down your queries with a few clicks. People often use very generic keywords that could yield a number of different results, some of which are likely to be wrong. Waldo avoids that by trying to help pinpoint exactly what type of responses you’re seeking.
   
   Waldo also provides answers in the form of a conversation and cites its sources. As it stands, this is fundamentally different from how Google and Bing work.
   
   And—unlike other popular search engines—Waldo doesn’t rely on advertising as a primary revenue source. Instead, it operates on a subscription-based model, where users pay a monthly fee to access the search engine. But there is a free version.
   
   This approach allows Waldo to prioritise user privacy and level the playing field with organic search results without targeted ads or tracking.
   
   For digital marketers, Waldo’s approach poses an interesting opportunity. As a paid service that enables users to finely tune their searches, it encourages higher engagement and investment from its users. This means that the potential customers who use Waldo are more likely to be genuinely interested in the search results it provides. As a marketer, this is exactly the type of audience you would want to see your business’s name in front of – an engaged and targeted audience that is actively seeking relevant information and solutions.

Want to improve your online visibility? Inquire about our SEO services!

The Ethical Implications of Using AI in Search

The use of artificial intelligence (AI) in search raises a number of ethical concerns. AI could be used to manipulate search results in ways that could be harmful to users. This could include promoting certain products or services over others, or suppressing information that is critical of certain individuals or organisations.

It is important to consider these ethical implications when using AI in search. Marketers should use AI in a responsible way that does not harm users or violate their privacy.

Tips for Marketers in the Age of AI

The rise of AI presents both challenges and opportunities for marketers. On the one hand, AI could make it more difficult for marketers to rank their content on search engines. On the other hand, AI could also be used to create more effective marketing campaigns. Here are tips digital marketers can use. 

• Focus on creating high-quality content. This is still the most important thing that marketers can do to improve their chances of ranking well in search results.
• Use AI to your advantage. AI can be used to help you research topics, find keywords, and optimise your content.
• Build relationships with your audience. This is essential for any marketing campaign, but it is especially important in the age of AI. When you build relationships with your audience, you are more likely to be seen as a trusted source of information, which can help you to rank higher in search results.
  
• Build Affinity for Your Brand:
  Your brand is the most important thing you have going for you, so use it to your advantage. Let your audience know what your company stands for—its values and its philosophy. This helps build the emotional connection your customers want and is one of the best ways to create a lasting relationship with your audience.
  
  You can do this by telling stories that highlight the humans behind your brand. Think of what Albany did with the Albany bread girl that went viral. People went to purchase Albany bread after the viral video went out. It resonated. Brand affinity was huge.
  
  The Albany girl

• Emphasise Entity-Based Optimization:
  Generative AI models have a strong understanding of entities, such as people, places, and things. Leverage this by focusing on entity-based optimisation and integrating it into your content naturally.
  
  Many content creators will return to storytelling as a way to bring products to life and capture the attention of generative AI. Don’t let your storytelling go to waste! Take advantage of schema markups to provide search engines with structured data about entities and optimise entity-related metadata.

The rapid advancements in AI tools are reshaping the entire marketing landscape, and as digital marketers, we must acknowledge the transformative power of AI and prepare ourselves for the inevitable changes it will bring.

With the emergence of AI-powered search engines, there come both opportunities and challenges. To succeed, we must either embrace these changes and differentiate ourselves or risk becoming irrelevant in the market. It’s crucial to adapt our strategies for search, optimization, and engagement to keep up with the evolving landscape.

The key to thriving in the age of AI-driven SEO is striking the right balance between human creativity and AI-driven capabilities. By remaining adaptable, open to innovation, and proactive in understanding and leveraging AI technologies, we can position ourselves for success in the dynamic world of AI-driven marketing.

Conclusion

Marketers need to hug and kiss with change in AI search: 

The rise of AI is a major challenge for digital marketers, but it also presents a great opportunity. By embracing AI and using it wisely, marketers can create content that is more informative, engaging, and relevant to their audience. This will help us to build relationships with our audience and attract organic traffic.

In the future, AI is likely to play an even greater role in SEO. Marketers who are able to adapt to the changes that AI is bringing will be well-positioned to succeed in the future.

I hope this blog post has been helpful. If you have any questions regarding digital marketing please feel free to contact our team.