Big data driven marketing trends 2023

Marketers from all over the world are looking for hints to boost their marketing activities in 2023.

To ease marketers life we asked a few marketing experts to share their thoughts about their predictions for 2023 in terms of marketing activities. What trends in data-driven marketing are ahead of us in 2023? What can you do to make your marketing more data-driven? Why should marketing campaigns in 2023 be based on data analytics? What tools should you use to be successful?

Read the data-driven 2023 trends from marketing experts!

Data-Driven Marketing trends for 2023

Kamila Kotowska

Head of Marketing at CUX

Last year, I was announcing the era of first-party data-driven marketing. And I stand by my statement, now even more firmly than ever. But with one small annotation.

2022 has poured cold water on us marketers, and we’ve finally realized that marketing isn’t only about being creative and innovative. It also means that you need to combine your craftsmanship with numbers, metrics, and logical thinking to back it up. Hence, the growing popularity of mixing marketing and growth tactics (in the SaaS & startup world, Product-Led Growth was the top dog).

But I believe that 2023 will bring us a new angle to explore in this mixture, which would be Behavior-Led Growth. Based on behavioral analysis, marketing targeted at specific user groups’ needs and focused on implementing user perspective into all our business (& marketing) decisions.

Read Kama's comment about 2022 marketing predictions >

Emilia Korczyńska

Head of Marketing at Userpilot

1. Rise of Programmatic SEO for high-quality-bottom of the funnel content such as comparison and sales pages. I believe in a few years, no-one will be creating content in the way we do now - by hand, one piece at a time. The content will be created centrally in databases, then combined into blog posts depending on different variable combination, then paraphrased using AI tools to create unique pieces every time.

2. On the flip side, Google will crack down even further on poor quality AI-generated content, especially after so much of GPT-3 generated content has flooded the internet once Chat OpenAI has become widely available.

3. Machine learning will increasingly help marketers with revenue attribution, e.g. analysing lead quality based on several different factors, ranging from acquisition channel, through company size and industry, through all the different touchpoint on the user journey to create a marketing ‘happy path’.

Take a look at Emilia's comment from 2022 >

If you're interested in SEO, and how it affects UX, we recommend you to read this article.

Jean-Christophe Le Guellec

Head of Growth at Tribe47

New look at behavioral data in a changing digital world

Behavioral data analysis is much more than the "secret sauce" of the digital marketing world. In reality, it's more of a “badly needed devil” of an industry where the competition is fiercer than ever before. Such a dynamic industry environment means it is one of the fastest-rising trends on the data analysis landscape.

And it’s because: Getting to know your client is crucial Companies, as part of their ever-evolving business journey, are always looking to learn more about their customers - what they buy, when they buy it, and more.

Privacy framework is changing The shift to higher quality behavioral data has been partly brought on by privacy framework changes (cookie-less environment phase by 2023, announced by Google) as well as new event tracking solutions like Google Analytics 4 or Google Cloud Studio.

There is more flexibility within the customer journey Consumers are changing their sources of interaction with products - switching from the web, mobiles, and smart TVs interchangeably. Behavioral data provides more granular details of this flow and attributes the values of the customer journey.

Not all data are worth investing in Another reason for the change is increasing data maturity, as more organizations realize that not every behavioral event is worth the investment (that is, an investment of time, quality, and cost to capture). And during difficult times of change everyone should count the costs twice.

All this to say that instead of collecting more, marketers should be collecting better and deeper behavioral data to improve product and customer analysis - and this is exactly where the ‘democratization’ of AI and Cloud Services tools comes in handy.

Data-Driven Marketing trends for 2022

First-party data-driven marketing is the new black

Kamila Kotowska, Head of Marketing at CUX

If I’ve said it once, I’ve said it a hundred times – first-party data-driven marketing is the new black. We’re fast approaching this cookieless utopia. That’s something all marketers should take into consideration when planning their 2022 activities. But it’s not just about moving to a first-party data strategy.

In fact, companies who want to thrive in 2022 will be forced to design a human-first data experience. Meaning that no (efficient) marketing campaign can go on without insightful research and analysis. In effect, we’ll need an agile combination of creative and analytical talents to solve customer problems and address their needs.

The next big thing? Optimization of the content tailored for different types of devices. Users, throughout the pandemic and various lockdowns, got bored with “typical” communication channels (like social media) and multi-screening. As a result of that, they’ve been taking things to a new level. Consequently, they’ve been accessing sites, products, and services more often through mediums like smart TVs, consoles, and wearables. So, if your content is not multi-device-friendly, you may find yourself up the (marketing) creek without a paddle.

Use data-driven and AI tools to create content

Emilia Korczyńska, Head of Marketing at Userpilot

I believe that in 2022, the use of data-driven, AI-powered content tools will set successful content teams apart from the laggards. In essence, playing your hunches is not what gets you ahead in the content game these days.

With popular and highly-converting keywords becoming more and more competitive, content teams will need to use real-time data from top-ranking content in SERPS to determine what their content should include. From headings, through true keyword density, to the number of keywords and images. Tools like Clearscope or SurferSEO allow you to create the perfect content outline based on top-ranking pages in seconds, not hours.

Second, they’re more accurate than human editors. Moreover, I’ve heard of several content teams that were successful with ranking content produced by AI based on these briefs. OpenAI has just announced open-access accounts. We may see a surge in the use of AI-written content. It may be possibly touched up by human writers/editors, which will allow companies relying on organic search to 10x their content output.

Understanding consumers behaviors, needs, and wants

Marcelina Lipska, CEO at F1Brand & Digital Marketing Consultant & Strategist

2022 will belong to qualitative data analysis and human experience! Thus, understanding your consumers’ needs, wants and behaviours should be a priority. According to Salesforce, 76% of consumers expect companies to recognize their needs and expectations. Therefore, you should start analysing qualitative data, experiences and identifying behavioural patterns to build market advantage. There is nothing worse than a frustrated user on your website! The secret to more sales is as simple as understanding consumers’ behaviour.

You have to place human, empathy, and impact at the heart of your marketing strategies. The latest Deloitte report 2021 Global Marketing Trends shows that consumers moved toward companies that elevated human-centric experiences. Businesses should again reflect on their values to meet the needs of not only their customers but also workforces or business partners.

It’s all about being more human. Create valuable connections and make customers miss you!

Data-driven marketing is now more important than ever

Kinga Edwards, CEO of Brainy Bees

1. A rise in artificial intelligence (AI) and machine learning for data analysis.

This is predicted simply because these technologies can help marketers make better decisions faster. But also – help them to save time.

2. An increase in the use of predictive analytics to determine customer behavior.

This will help marketers to be more proactive in their marketing efforts. Moreover, they’d be able to stop waiting for customers to come to them. What’s more, it will also help to improve customer retention rates.

3. Greater emphasis on personalization, including dynamic content delivery and one-to-one marketing.

This will be done with the aim of providing customers with a more customized experience relevant to their interests.

4. More widespread use of digital marketing tools, including chatbots and voice assistants.

Marketing tools for small businesses can improve the customer experience by providing faster and more convenient access to the information they need.

5. The continued growth of Big Data, including advances in data management and analytics platforms.

This will help marketers to get even more value from the data they collect. Moreover, this enables them to make better decisions based on real-time insights.

These trends point towards a future where data-driven marketing is more important than ever. Marketers who are able to harness the power of data will be in a strong position to succeed in the coming years.

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