ColumnistsOct 12, 2022
The Smart Lab: Why Your Jewelry Business Needs a Shopify WebsiteColumnistsJan 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.
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?
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.
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.
Editors' Picks
Sponsored by
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.
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.
More on Columnists
The Latest
SurveysApr 03, 2025
2025 Retail Sales to Grow More Slowly Amid ‘Uncertainty,’ Says NRFThe National Retail Federation expects retail sales growth to return to pre-pandemic levels as consumers continue to face inflation.
TrendsApr 03, 2025
Tallulah Willis Imbues Antique Engagement Ring With MagicThe 4-carat, old mine brilliant-cut diamond engagement ring was co-designed by Willis and New York City-based brand Karina Noel.
SourcingApr 03, 2025
Canadian Mine Produces 158-Carat Yellow Diamond Rio Tinto unearthed the diamond at its Diavik mine in Canada’s Northwest Territories.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
CollectionsApr 03, 2025
Buccellati to Open Immersive Exhibition in MilanThe multisensory experience, open April 8-13, will feature the brand’s silver creations among dream-like scenes of natural landscapes.
Weekly QuizApr 03, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesApr 03, 2025
Jewelers of America to Hold Webinar on TariffsThe virtual event will take place April 7 at 3 p.m.
CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a ZooThe pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
MajorsApr 02, 2025
Neiman Marcus’ Dallas Flagship Will Remain Open, For NowParent company Saks Global said the iconic location will be open through the holiday season as it decides what to do with the space.
SourcingApr 02, 2025
Winston’s Collection of Natural Color Diamonds Now on Display in D.C. Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.
Events & AwardsApr 02, 2025
Punchmark to Host Client WorkshopThe educational event will take place in Charlotte, North Carolina, this May.
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
