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Highlights from DigiMarCon World 2023: Unpacking the Future of Digital Marketing

Nov. 23rd, 2023
Talk Shop News ›

Digital marketers and social media professionals from around the globe gathered in Las Vegas for the much-anticipated DigiMarCon World 2023. The conference was a goldmine of insights, trends, and strategies for marketers looking to stay ahead of the curve. Here are the key takeaways that every Canadian digital marketing professional should know.

Content Creation and AI

AI is revolutionizing content creation, offering more personalized content, better performance, faster time to market, and lower marketing costs. However, it’s essential to remember that AI:

  • Doesn’t know your business and lacks the ability to deliver your strategy.
  • Can’t set your goals.

Instead, AI should be used as a tool to bridge facts and stories, personalizing content for clients. Corrie Shall emphasized the need to measure your ‘why’ when incorporating AI into content creation. This includes:

  • Financial Returns: Saving costs on content creation.
  • Procedural Returns: Streamlining the content creation process.
  • Experiential Returns: Creating a more personalized experience for the audience.

AI & SEO

AI is also transforming SEO. Much like in content creation, AI is ill-suited to strategy creation. Instead, it’s best used for executing strategy through idea generation, creating outlines, and producing technical details. Agencies and in-house marketing teams should be:

  • Building a Prompt Library: Either through tools like AIPRM or through internal libraries.
  • Consolidating Information Storage: Plan to hold all corporate knowledge in a single database that could potentially be used to train proprietary closed AI systems. 

The Power of Micro-Influencers

Influencer marketing continues to evolve as consumer behaviour changes. While massive influencers still command large audiences and large brand deals, it’s smaller micro-influencers that have the potential to drive real sales. Consider focusing influencer marketing efforts on the following:

  • Knowing Your Audience: Understand their interests and behaviour to choose the right influencers.
  • Investing in Micro-Influencers: They often have more engaged audiences that drive sales.
  • Targeting Specific Niches: With precise ad targeting no longer an option, niche micro-influencers can help reach specific customer groups.

Privacy and Marketing without Cookies

Marketers have heavily relied on third-party cookies to collect data, track web visitors, target ads and more. With their phase-out planned for 2024, DigiMarCon focused heavily on the topic, offering a variety of alternatives such as:

  • Invest in federated learning programs: These allow you to leverage aggregated data while respecting user privacy.
  • Build lookalike and similar audiences using email lists: This can help offset the loss of third-party data.
  • Prioritize first-party data: Put concerted effort into list building and proactive outreach to confirm consent.
  • Engage in list building: Develop your own dataset for audience targeting and retargeting.

Consent management is also crucial. Marketers need to ensure they have permission to use data, involving legal teams, data governance, marketing technology, and privacy officers in the process.

In conclusion, DigiMarCon World 2023 offered invaluable insights into the ever-evolving world of digital and social media marketing. From understanding the changing consumer behaviour in influencer marketing to leveraging AI in content creation and SEO, the conference provided a roadmap for navigating the evolving digital landscape.

At Talk Shop, we emphasize the significance of a robust digital marketing strategy, led by professionals. Our proficiency ensures effective targeting, excellent ROI, and increased brand visibility. We’re in step with the latest trends and algorithms, aligning your marketing efforts with your business objectives. By choosing Talk Shop, you’re setting the course for business growth and a strong online presence. Learn more about our Digital Marketing services.