We continue our Digital Marketing interview series with Diogo Oliveira, Copywriter & Content Manager at Brisa. With a Bachelor’s Degree in Science Communication and Culture and a Degree in Strategic Management of Public Relations, he worked as a Copywriter & UX Writer, at Millennium BCP, and as a Public Relations and Communication expert in various companies and agencies.
1. 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.
In recent years, AI and machine learning have become increasingly important in business and society. There’s no doubt their potential is already revolutionizing processes and changing ways of working, and the adoption of tools such as, for example, ChatGPT and Dall-E will certainly have a significant impact on the work and delivery of marketing teams. We are living in a moment of unprecedented technological evolution, which will certainly result in the emergence of new products and services based on Artificial Intelligence and Natural Language Processing.
2. How do you see the use of virtual and augmented reality affecting digital marketing?
Virtual & Augmented Reality brings a whole world of new possibilities and approaches that brands are starting to use to communicate with consumers. The next step is to integrate these same features into their products and services, exploring a phygital dimension, where the physical and digital worlds merge. BMW, for example, is already working on it: https://www.youtube.com/live/SUaJtT3DKNQ?feature=share
3. How do you anticipate the shift towards privacy regulations?
The new regulation reflects consumers’ growing concerns about their data and how it is used, imposing stricter rules on how data is stored and why. Companies will have to adjust their privacy policies and let consumers decide whether they want their data collected and used, for example in email marketing campaigns. The impact of this new reality will vary from company to company, depending on their level of dependence on this data. So while some companies may face complex challenges, others may find creative ways to grow their operations and their customer base.
4. How do you think the rise of TikTok and other short-form video platforms will impact digital marketing in 2023?
Initially, TikTok seems to have been underestimated or, at least, seen with some suspicion by most brands that are now beginning to understand its differentiating potential and are investing in the platform because are now realizing their audiences are there.
At the same time, the emergence of features such as Reels on Instagram, Shorts on Youtube, and even new platforms such as BeReal, seems to validate the concept, which should have increasing importance.
5. How do you see the increasing importance of micro-moments and on-demand experiences?
Both short-form videos and some on-demand experiences are formats that, if compared to the others, seem to correspond better to the needs of users, who are increasingly looking for immediate incentives and, in this sense, seem to be here to stay. The brands know it and are going with the flow.
6. How do you see the growing trend towards transparency and authenticity in branding impacting digital marketing in 2023?
In a hyper-digitized world, it is likely that a considerable portion of a bank’s customers don’t know (and don’t want to know) the name of their account manager, but at the same time are interested in watching a 1 or 2-minute video that shows the daily life of the people who work in the bank’s offices. Of course, the concepts of transparency and authenticity have many other layers, but this consumer interest presents itself as an opportunity for brands to differentiate themselves, responding to their marketing objectives, which, in turn, will respond to their business objectives.