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As 2022 comes to an end, marketers are starting to investigate what direction the industry is headed in the new year. If this past year has taught us anything, it is the importance of content in developing an effective marketing strategy, a trend that will undoubtedly continue to be of vital importance in the coming year. Social networks and content platforms now play a fundamental role in the lives of consumers and how they make daily decisions. As we find ourselves in an increasingly digitized world, what does 2023 have in store for us? Read below to discover the top four marketing trends for the coming year. 

Influencer Marketing Growth 

Social networks have become one of the most used tools by consumers as a means of entertainment, a news source and a way to search for products and services. Influencers have become key in this environment. For both new brands and those that are consolidated in the market, there has been an increased use of influencer and micro-influencers in their marketing strategies. Influencers generate a great brand impact that helps gain credibility by promoting products in a way that feels more intimate to consumers. Next year will be even better for these media professionals, as brand investment in influencers is expected to increase considerably in 2023. 

Hybrid Chatbots in Marketing Strategy

For yet another year, online shopping has been on the rise. As a result, brands have been making certain improvements to their websites and online customer services to create a positive shopping experience for their users that will build trust in their services. Hybrid chatbots use a mix of Artificial Intelligence and human interaction to answer customer questions. They are a great solution to help customers by being able to answer simple questions immediately, or direct them to an agent for personalized consultation

More Videos, Podcasts and Videopodcasts 

Video and podcasts are two formats that have triumphed in 2022. Just a few years ago podcasts were an unknown format to most of the public, but today they offer a wide range of content suitable to the preferences of all users. According to one of the latest reports by specialists in the sector, Spaniards spend around ten hours a week listening to podcasts. When you add this phenomenon to the impact audiovisual formats have had on the public, an alternative is born where users can visualize the interactions between podcasters and the audience. The combination of audio and visual formats creates a stimulating experience for the user that we will see continue to be used as a marketing tool in the future. 

Platforms with Ads

Due to an increasingly competitive environment, there has been a great diversification of business models in the last year. Platforms such as YouTube and Netflix have launched new plans that incorporate options with advertisements. YouTube offers a free version with ads, while Netflix now has a plan called “basic with ads” that will still require a monthly cost. Because of the recent implementation of this subscription type, 2023 will be key to determine the acceptance and effectiveness of these strategies for the major platforms. 

TikTok Will Continue to Dominate

Nowadays it is rare to find anyone that isn’t already a user or has at least heard of TikTok. Despite its relatively brief lifespan and the intense competition of social media platforms, over the last year it has increased its number of users enormously. The dynamism and virality of its content are key to reaching a large number of users. As a result, many brands have decided to open an account on this platform and start uploading videos to interact with their audience. If you aren’t already a user, 2023 is the year to start marketing on TikTok if you want to keep up to date with new technologies and social networks. 

In addition to these trends, other technological phenomena such as content created by Artificial Intelligence or the Metaverse will be the talk of the town in 2023. Have an interest in marketing and want to keep up to date with all the latest news? Follow us on our social networks.