Our second interview from the Digital Marketing interview series is with Marina Domingas, communication and project manager at F6S. She has an ICT degree in Computer Science and more than 5 years of experience in Digital Marketing areas such as digital strategy, social media management and content creation.
- How do you see the use of artificial intelligence and machine learning impacting digital marketing in 2023? For example, the growing use of chatbots and messaging apps.
The use of AI, specially chatbots, will be a game changer for digital marketing in 2023. For the first time, content creators have at their disposal a tool that can help them write engaging content in a fraction of the time. Those days when people didn’t feel inspired to write a social media post or didn’t know how to start a newsletter are gone. Just ask the bots what you want and it will start a post or will draft an article. More work is done in way less time.
- How do you see the use of virtual and augmented reality affecting digital marketing in 2023?
Augmented reality is not an entirely new thing. People have already been using it in areas like games or teaching. In 2023, the digital marketing professionals that can figure out how to make use of this resource to make the websites more appealing and maybe brands more interactive, will have a huge advantage over the ones that are not yet mastering these features.
- How do you anticipate the shift towards privacy regulations impacting digital marketing in 2023?
It was already known for a while that third-party cookies as we know then, would end. For digital marketing professionals, this means looking for different ways to reach out to their potential online clients, since they can no longer rely on this data to launch their paid campaigns. In 2023 only the ones that prepared a good strategy and thought outside the box in advance will continue to have a smooth sail in the acquisition of online clients.
- How do you think the rise of TikTok and other short-form video platforms will impact digital marketing in 2023?
Short-form videos are, without a doubt, the future. With the continuous increase of all types of stimuli around us, people have less and less attention span every day. They have also less and less desire to perform activities that require effort, in their spare time. So, watching a 30sec self-explaining video, that might even end up being in the funny spectrum, is a win for our over-charged brains. The digital marketing professionals that don’t go on board with this format, will be left behind in 2023.
- How do you see the increasing importance of micro-moments and on-demand experiences impacting digital marketing in 2023?
People more and more look for meaningful things, experiences, and moments to connect and relate to. In this sense, the type of marketing that focuses on offering experiences instead of things is not new. But in 2023 I believe that every brand that wants to keep its head floating will need to fully embrace this idea of selling experiences.
- How do you see the growing trend towards transparency and authenticity in branding impacting digital marketing in 2023?
Picking up on question nº.5, if the experiences, emotions and moments a brand is advertising (selling) are not based on authenticity, people will understand that over time. The bigger brands have already understood this, and the smaller ones will need to follow if they want to impact their audience. So, I believe that campaigns that appeal to emotions and sell experiences, supported by true stories and transparent values, will be the new normal in 2023.