Columnists

The Smart Lab: These Will Be the Big Digital Marketing Trends in 2023

ColumnistsJan 04, 2023

The Smart Lab: These Will Be the Big Digital Marketing Trends in 2023

Live chat, influencers and video are just a few of the elements that need to be part of your digital marketing plan, Emmanuel Raheb writes.

20230104_digital marketing trends 2023.jpg
Real-time messaging is No. 2 on Emmanuel Raheb’s list of the five biggest digital marketing trends of 2023. Whether it’s via SMS or live chat, retailers need to have a way to respond to consumers’ questions immediately, he writes.
Change in the jewelry business is constant and inevitable. 

Today’s hot new digital marketing strategy can become obsolete by tomorrow.

The pandemic forced rapid evolution across industries. What would have taken decades in the past has happened within a few short years. 

The marketing rules have fundamentally changed and to continue to be successful, you need to adapt and grow.

Here are the top digital marketing trends you should be aware of in 2023.

1) Outsourcing Digital Marketing Will Be a Needed Change
With old social media platforms dying and fresh ones taking their place, it’s hard to keep up with every new development. 

Algorithms change constantly, and content that was popular in the past may get little traction when posted now. 

New types of advertising are always being created by Google, Facebook, and Instagram, with each one becoming more aggressive as they compete for your marketing dollars. You could easily waste your marketing budget on ads that are ineffective.

The most successful jewelers stick to what they know best—selling jewelry! They leave the challenges and difficulties of digital marketing to the experts, outsourcing whenever possible.

2) Real-Time Messaging Will Play an Important Role
Consumers (especially those people under 30) live in an age of instant gratification. If they have a question, they want an answer now; they won’t wait.  

Mobile phones and the internet have made everything quickly accessible at our fingertips and have trained consumers to expect an immediate response.

Having live chat (or SMS texting) available on your website is an absolute must. 

The effectiveness of real-time messaging will only grow over time as more people contact you this way.

Also, you want to make sure that your jewelry store’s phone number is visible on all key areas of your website. Most younger customers will prefer to message you, but some will call. 

Any method that a consumer wants to use should be available. With your competition only a click away, doesn’t it make sense to be the jeweler the customer contacts first? 

3) Influencer Marketing Will Continue to Grow
There are millions of influencers out there today. A few years ago, there were just thousands. 

Everyone is competing for the same eyeballs, and those influencers with the biggest followings will garner the most attention. You need to know which influencers interest your audience the most! 

Investigate your audience. Look at who follows you and take notice of who they follow. You can learn a lot about your customers when you dig a little into the details to see who’s “influencing” them.

As traditional media continues to fragment and go out of business, the importance of influencer marketing will only continue to grow.

 Related stories will be right here … 

4) Video Content Will Play a Greater Role
You may have noticed much more video content in your Instagram and TikTok feeds. That’s because videos have been given priority in the algorithms. 

Posting photos is out and posting videos is in.

Video content is much more engaging; it’s what keeps people on the site longer. This means more dwell time and more eyeballs to sell advertising space to. 

As competition increases, you can expect videos to be the predominant media promoted online.

5) Social Responsibility Will Be a Deciding Factor
Values change over time. What was important to one generation isn’t important to another.  

In the past, people may have wanted the cheapest price for an item, but now are willing to pay just a little bit more if it means having a clear conscience and making them feel good about their purchase. 

Issues such as responsible mining practices and “blood diamonds” are part of the decision-making process for many consumers. 

To them, social responsibility and living up to their values is more important than saving money. It’s part of who they are and how they define themselves. 

Offering a choice and carrying jewelry that is socially responsible can help you not only attract new customers but also build your brand equity.  

Your jewelry store benefits from the goodwill of being a caring and responsible business with values.  Good deeds pay unexpected dividends.

With 2022 ending and the new year set to begin, consider these five trends as you plan your digital marketing for 2023.  

The most successful jewelers learn from their past, but always keep an eye on the future. They not only anticipate what changes may impact their sales but embrace them.  

The trend train is meant to be ridden and to succeed you need to be firmly in the driver’s seat.
Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

The Latest

Vigil for slain Wheat Ridge, Colorado jeweler Peter Damian Arguello
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado Jeweler

Peter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.

Lisa Bridge
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge Jeweler

The retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.

Bethenny Frankel
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience Show

The Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Nora Kühner fashion design consulting trend forecast colors 2027
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple Years

Associate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.

Weekly QuizAug 08, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Brilliant Earth Jolie Mosaics engagement ring
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales Rise

The company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.

Jewellers for Hope charity event
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of Fundraising

The organization has raised more than $1.3 million for charity since its inception.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Rahaminov Diamonds Emerald-Cut Diamond Bezel Bangle
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel Bangle

The brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.

Black and white photo of Tony Bennett near a microphone
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony Bennett

The first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.

Sapphire page in Chatham’s “Ultimate Lab-Grown Catalog”
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown Gemstones

The catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.

Rembrandt Blue Jay, Hummingbird, Cardinal Bird Charms
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird Charms

The company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.

Shipping containers on a ship
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says

An additional 25 percent tariff has been added to the previously announced 25 percent.

Claire’s storefront
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy Again

The jewelry and accessories retailer plans to close 18 stores as part of the proceedings.

Smith & Son Jewelers storefront Springfield Massachusetts
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location

Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.

Zahn-Z Beluga Spout Grey Spinel Ring and Beluga Spout Mandarin Garnet Ring
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ Collection

Designer Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.

Paola De Luca presenting Trendbook 2026+ at Vicenzaoro
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+

She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.

Omar Roy mugshot
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami Jeweler

Omar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.

Mignon Faget Beyond Katrina Pendant and Beyond Katrina Pin
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane Katrina

The New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.

Jewelers of America Logo
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship Winners

The organization has awarded a total of $42,000 through its scholarship programs this year.

2026 Gem Awards logo
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging Designers

The winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.

Marlo Laz peridot and diamond Alexandra earrings
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright Baubles

As summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.

Surveillance image of Watch King robbery suspect
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in Queens

Moshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.

Xavier Dibbrell
MajorsAug 04, 2025
Borsheims Welcomes New Assistant Facilities Manager

Xavier Dibbrell brings more than a decade of experience to the role.

Signet Jewelers logo
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet Jewelers

The addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.

Mike Alexander
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President

The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.

 Gemfields rough rubies
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1

The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy