Emerging digital marketing trends defence marketers need to watch in 2023 - part 1

by HQ
Emerging digital marketing trends defence marketers need to watch in 2023 - part 1


Defence marketers, it's time to start planning for 2023. With new technologies and platforms emerging every day, it can be hard to keep up with the latest trends. But if you want to stay ahead of the competition, it's important to be aware of the latest digital marketing and social media trends.

Here are some of the emerging trends you need to watch in 2023:

The continued rise of social media influencers

As we move into 2023, the ever-growing popularity of social media influencers doesn’t show any signs of slowing down. TikTok and Instagram remain top platforms for influencers, allowing them to create entertaining content which grabs the attention and loyalty of their dedicated audiences. Companies have seized this opportunity by collaborating with multiple influencers to reach larger audiences and spark conversations around brands that people feel connected to. Furthermore, influencer marketing campaigns are continuing to evolve, enabling creatives to collaborate beyond traditional promotion tactics to engage users in innovative ways. It’s safe to say that as TikTok continues its meteoric rise and Instagram remains a powerhouse for these types of collaborations, we can expect even greater progress within the world of social media influencers in 2023.


More focus on user-generated content

User-generated content is set to become a key focus of digital marketing and social media trends in 2023. This trend will be fuelled by quality, as quality user-generated content ensures expertise and visibility, creating a positive user experience. Defence organisations will increasingly leverage artificial intelligence (AI) to fine-tune their strategies in this area, improving quality and quantity for better results. It is likely that user-generated content will continue to be a major focus in the years beyond 2023, as organisations strive to increase quality and engages audiences more deeply with relevant stories.


Augmented reality and virtual reality marketing campaigns

As  marketing trends continue to evolve, augmented reality and virtual reality campaigns are likely to play an increasingly important role in 2023. With the defence industry's ever-widening need for sophisticated technology, such as smart defence systems and new space applications, AR and VR campaigns can be used to provide defence organisations with powerful marketing tools. Logistics startups and defence companies will benefit from using AR/VR technology to highlight their capabilities in 3D simulations and interactive product demonstrations, allowing potential consumers to get a richer understanding of their products or services. Organisations looking to stay competitive in defence industry marketing will want to stay up-to-date on the innovative possibilities that energising augmented reality and virtual reality marketing campaigns can bring.

Increased use of chatbots

Chatbots are presenting defence organisations with a unique opportunity to revolutionise the way they interact and respond to customer demands in 2023. The defence industry is gradually gaining confidence in automating a range of logistics operations with the help of advanced AI-enabled chatbots. These cutting-edge tools not only reduce defence organisations’ dependence on manual interventions but also enable them to respond to customers faster, even at times of crisis. The defence industry can take advantage of these industry advancements by leveraging AI-powered chatbots to track contracts and shipping efficiently while ensuring accuracy and safety throughout the process. To successfully leverage this increasing use of chatbots, defence organisations need to ensure that their tech infrastructure is up-to-date as well as capable of responding swiftly to changes in the market for smoother operations.

Greater personalisation in marketing messages

By 2024, defence industry professionals are expected to see an increased focus on personalising marketing messages and leveraging innovative technology. Companies in the defence sector will be able to meet their customers’ needs more effectively by utilising tech-enabled customer relationship management strategies that utilise data analytics to track customer interactions in real time. Furthermore, defence logistics are likely to become even more sophisticated with the use of predictive inventory analysis, automation and Artificial Intelligence (AI). Such personalised service, enabled by current technologies, will be invaluable in securing potential defence contracts.

The growth of omnichannel marketing

In the defence industry, omnichannel marketing strategies are set to drive growth in 2023. This trend will enable defence companies to leverage existing technology and logistics systems for maximum reach and engagement across a wide range of platforms. With growing digital infrastructure in defence, marketers will be able to create more holistic marketing campaigns by using a mix of online and offline channels. From social media with its immersive storytelling opportunities, to email automation that facilitates efficient customer outreach - defence companies can benefit from both cost-effective initiatives as well as high-value multi-channel solutions. By positioning themselves well on the omnipresent digital landscape, defence firms can gain better traction and better operational efficiency.


As we move into 2023, the defence industry will need to keep a close eye on these digital marketing and social media trends to ensure they are adapting their strategies to stay ahead of the curve. Social media influencers will continue to rise in popularity, so businesses should consider working with them to promote their products or services. User-generated content will also become increasingly important, so brands should encourage their customers to share reviews and testimonials. Augmented reality and virtual reality campaigns will become more common, as technology continues to develop. And finally, chatbots will be used more frequently to provide customer support and increase engagement rates. If you want help staying up-to-date with the latest digital marketing trends, our team can support you. We understand the challenges faced by businesses in the defence industry and can tailor our services accordingly.

Get in touch today to find out more about how we can help your business succeed online.