Digital Trends 2023
Tags: marketing, datascience, socialmedia
Published: 2023-04-05 13:01:02

Create short videos, record podcasts, and incorporate interactive elements on your website. Short videos and more precise data. These are the two most important trends that will dominate digital marketing this year. Incorporate them into your marketing strategy.

## People love short videos
TikTok is constantly gaining strength and the number of users on the Slovak market is increasing every month. Facebook, Instagram, and YouTube are still dominant. However, TikTok is gradually setting the trend for how videos should look. Marketers regularly turn to TikTok for inspiration. Instagram has also recently improved its Reels format precisely because it is becoming increasingly popular. Short videos are also preferred by YouTube and are among the most watched. Check out an overview of the most successful YouTubers for 2022. Short videos, therefore, will become a trend this year. Video content, in general, serves significantly for interaction with users.

## Video content will grow and become increasingly popular
Similarly to the marketing trends of 2022, brands will allocate a higher budget to platforms such as YouTube, TikTok, and Instagram.

The popularity of video is growing rapidly, so take the opportunity and start creating videos as soon as possible. Video content should be a part of your plan for this year.

Whether you opt for collaboration with influencers or start creating your own videos, keep in mind that videos should be short and concise. We have written more about how to prepare videos for social media on our blog.

## Reach out to influencers who will prepare video content for you
Get inspired by your competitors and influencers, follow what's happening on TikTok and Instagram Reels. Try different formats, video lengths, and cuts.

## Say it to the world: We expect the popularity of podcasts to grow
Slovaks have fallen in love with podcasts. Have you started creating a podcast yet? We recommend not only thinking about it but also creating a channel and preparing your first podcast right away. You can find out what you need and what the first steps are in our blog.

## Podcasts will bring you a new target group
Through podcasts, you can reach an audience that doesn't have time to watch videos or avoids spending time on social media. For example, on Spotify, you can promote your own podcast and gain followers.

Influencers can also help you promote your podcasts. It's important that the topics are interesting and beneficial for your target audience. Originality is valued, but don't forget about quality production - from sound to jingles and editing.

## Build your brand patiently
Podcasts will serve not only to build your brand and increase awareness, but also to communicate various topics on a wider scale and from different perspectives.

In 2023, according to us, podcast creation will become a relevant marketing tool that you should also consider to gain a competitive advantage.

## The weakening of the market will require interactive elements on websites
The most well-known interactive element on websites is probably the calculator for calculating data. It is used by banks or insurance companies. Could it be useful for you too?

If you feel that customers should have the option to calculate everything directly on your website, place a calculator there. This will not only keep them on your page longer, but also grab their attention.

## How to keep the attention on the website for as long as possible?
Other interactive elements such as surveys or short games can also help to maintain attention. It's a trend that marketers will have to focus on in 2023 and offer website visitors a higher level of comfort in every area.

For example, an online shop selling paint could add a calculator to the website to calculate the necessary amount of paint for a certain surface. At the same time, it could emphasize how much the customer could save by buying according to this calculation. There are many possibilities, you just need to be creative.

## A chatbot can solve many questions for you
Chatbots are part of conversational marketing and it is expected that by no later than 2025, automated chatbots will be able to handle more than 90 percent of customer requests. Artificial intelligence (AI) already helps them in communication. Chatbots allow your brand to get closer to the customer and establish a more personal connection.

Because of machine learning, chatbots are already able to communicate at a high level and answer even more sophisticated questions in real-time. Customer satisfaction is therefore growing, and so is the popularity of your website.

## The customer experience will be crucial for e-commerce stores
Customer experience or CX refers to how satisfied your customers are with your comprehensive services. The competition in this area is huge.

## Speed of delivery and price
For example, strong players in e-commerce are putting pressure on the speed of delivery. If you order a product in a city where they have a branch, you can pick up the product within a few hours.

Improvements in this area for smaller e-shops are brought by various types of pick-up points, which operate continuously and the customer can pick up the product from the mailbox at a time that suits them and does not have to wait for the courier. Typically, these services are able to deliver the product to the storage boxes faster than a courier to the address.

## The fight for the customer
We expect that in 2023, the speed and cost of delivery will play a significant role in the e-commerce segment. In highly competitive environments (such as e-shops for electronics, garden equipment, and others), the battle for customers will also involve pricing of goods.

## Generation Z is curious about your stance on current topics
Generation Z is curious about your stance on current topics. They are gradually growing up and becoming financially independent. However, they expect their favorite brands to take a strong stance on current issues.

These positions have a significant impact on their decision-making process. As an example, we can use the case of a toy e-shop and the publication of hoaxes on the main page. The younger target group stopped buying from this retailer, and there was also an initiative that appealed to suppliers to stop supporting this e-shop with their products.

## Influencers have a great influence on Generation Z
For Generation Z, influencers are important, so in your marketing strategy, also consider collaboration with them. This generation is sensitive to many social issues - LGBTQ, global warming, or working conditions for employees.

Surveys suggest that more than half of Generation Z shop from companies they believe treat their employees well.

If you want to succeed in marketing and appeal to Generation Z, understand their values and attitudes. If you empathize with them, you will gain an advantage over the competition. You can read tips and basic steps on how to reach this target group in our blog.

## New design as a customer magnet
If you've been hesitant to redesign your website, do it this year. Although it may sound strange, websites in 2023 should be emptier. More specifically, there should be enough empty space between content and images.

It's similar to when John Cage composed his piece 4'33". The pianist sat down at the piano and didn't play a single note. He let what was important stand out. Similarly, web designers now think about empty spaces that emphasize content.

## Only snapshots from photo shoots? Forget about it
We've already brought up the issue of using stock photos a while ago. You may have noticed that these kinds of images are no longer effective in advertising.

Something similar is happening on websites. The content on the website, whether it's text or graphics, should define your company and your business. For example, try using parallax scrolling or animated cursors.

## Create a TikTok account
TikTok has made a strong entrance in Slovakia. And we believe that it will soon launch advertising accounts here, similar to what it did recently in the Czech Republic. If you don't have an account yet, create one now and make your first post.

## Other trends in short
These are just a few important trends in digital marketing that the year 2023 will bring. Instagram is also preparing changes in content and recommendations.

Facebook also announced news in targeting. Follow our blog or sign up for the agency newsletter, and every month we will send you news from the world of online marketing. The most important things you should know will be presented to you in a clear and concise manner.