2023 is just around the corner, and with it, we can see how online marketing continues its massive digital transformation, expanding across new digital platforms and mobile devices. That’s why this year’s digital marketing trends 2023 will be full of change, innovation, and constant evolution. At Dos Setenta, we bring you the new trends every marketing professional should know.
The Podcast Format Is Living Its Best Moment
Nowadays, everyone has heard of podcasts or podcasting, which are becoming one of the most popular and widely used online formats for the 2022/2023 season.
We live in a world where our routines often don’t leave us enough time to stay informed and educated on topics we enjoy. That’s why podcasts have become an ideal format.
Advantages of Incorporating Podcasts into Your Content Marketing Strategy
According to the “III State of Voice and Audio in Spain” report, more than half of internet users in Spain listen to podcasts regularly.
A podcast allows us to position our brand within our niche, showcasing our expertise and building trust, authority, and credibility among listeners.
Podcasts also enable branded content, allowing you to communicate more personally, share insights, stories, and experiences that create empathy and engagement in a non-intrusive way—generating more demand and interest.
It’s still a market with less saturation compared to other media, making it a great channel to differentiate yourself from the competition.
If you want to create a podcast, define your objectives clearly. Do you want to reach a new audience? Strengthen your community? You can also find podcasts aligned with your goals to sponsor or run ads in audio format and dive into this year’s digital marketing trends.
Key Facts
- 78% of users have purchased or are willing to purchase products they hear advertised in audio content. (Source: sortlist.es)
- User and revenue growth is expected to increase between 25% and 30% in the next five years. (Source: Deloitte)
- Podcast advertising investment is projected to surpass $2 billion by 2023. (Source: eMarketer)
Advertising on TikTok
We’ve been hearing for years that TikTok is the fastest-growing social network—and the data backs it up. By mid-2022, TikTok had over 1.023 billion active monthly users worldwide, nearly 9 million of them in Spain.
However, few Spanish advertisers have dared to launch campaigns, often due to fear of the unknown, misconceptions, lack of measurable returns, or simply not having time to explore the platform’s enormous potential. As a result, most TikTok advertising in Spain still comes from multinational corporations and big brands with large budgets.
That said, TikTok offers huge potential without requiring massive investment. To run ads on TikTok, you need a business account, relevant content, and at least €50 of daily investment. This is one of the main differences from other platforms that have no minimum spend—though we expect this requirement to decrease or disappear soon.
TikTok users are very receptive to ads — as long as they’re well-made. TikTokers want to be entertained, amused, and find great offers. According to Nielsen, here’s how users respond to ads on TikTok:
- 92% of users take action after watching a video on the platform.
- Users are 1.5 times more likely to buy something immediately after discovering it on TikTok.
- 68% of TikTok users believe ads on the platform are unique and different from other networks.
- 9 out of 10 users discover new content on the platform, and nearly 50% do so through ads.
These four key factors explain why more brands are investing in TikTok advertising.
TikTok users trust their favorite creators — and they’ll trust a product promoted by them immediately. That’s the first (and often hardest) step to drive conversions. Adding affiliate programs increases the chances of rapid profitability.
Step one: identify your target audience through creators. When a TikToker genuinely loves a brand, they’ll do all the branding work naturally — especially if they earn a small share of the profits doing what they love.
Step two: create content that entertains and connects. You don’t need to sell directly. It’s not just about dancing anymore — TikTok goes far beyond that. Games, challenges, tutorials, storytelling — and yes, dances too. Authenticity and entertainment rule. Sales follow naturally.
Advertising on Netflix
Streaming platforms like Netflix, HBO, Disney+, and Amazon Prime Video have long prided themselves on being ad-free — until now.
Recently, talk has grown around a cheaper subscription tier that includes ads, along with other changes such as content limitations.
This move to introduce ads on Netflix caught everyone’s attention — including traditional TV networks like Atresmedia, which even launched a witty campaign welcoming Netflix to the ad world.
For brands, this opens a brand-new channel for advertising, full of opportunities. So far, advertisers seem intrigued by this new space.
According to Netflix, ad durations average around 20 seconds, and total ad time per hour of content is limited to 4–5 minutes, ensuring a better user experience.
Hybrid Chatbots
Hybrid chatbots are one of today’s most important digital trends — especially for eCommerce businesses.
They act as a type of virtual assistant that simulates human conversation, providing quick, immediate responses and facilitating direct communication with customers.
Unlike basic chatbots that only offer automated responses, hybrid chatbots can detect when a user needs a human agent to solve a more complex issue.
Choosing this technology is a smart move for companies — many customers lose interest when they don’t get quick answers. Hybrid chatbots prevent this by maintaining engagement.
These systems aren’t driven by full AI but by Machine Learning, providing a personalized experience that improves conversion and retention. They’re also essential to digital transformation, collecting and analyzing valuable user data.
According to Facebook, 53% of users are more likely to purchase from a business they can contact via chat. This makes hybrid chatbots a key tool for optimizing customer interaction processes.
Video Marketing
In today’s highly competitive web landscape, the site that stands out wins. That’s what every professional in eCommerce wants to achieve.
What does your store need? Ease of use, simplicity, and if your product and price are right, half the battle is already won.
What else can you do for your eCommerce? Create product listings that captivate, inform, and convert. That’s why video marketing is on the rise — because a picture is worth a thousand words, and a video is worth even more.
4 Advantages of Using Video Marketing:
- Easier to consume content
- Better brand recall
- Greater reach to new users
- Improved SEO performance
Video Marketing for Social Media: You’ll hit two birds with one stone by repurposing your videos for social media. The most successful platforms today are video-first. How can you share content naturally without being intrusive? Through video.
Key Statistics:
- Over 90% of YouTube users discover new products on the platform.
- More than 50% of shoppers say online videos help them decide on a product or brand.
- Over 70% of YouTube campaigns drive an increase in offline sales.
Native Ads
Native ads aren’t new, but from an SEM/PPC perspective, they’re gaining relevance in 2023 since 47% of internet users worldwide use ad blockers.
This means fewer advertisers are choosing intrusive online ads placed in unrelated spaces, as returns are becoming increasingly low or even nonexistent.
Recommended native ad formats include:
- Sponsored content on LinkedIn, Facebook, or Pinterest.
- Affiliate links promoted by brands.
- Branded Reels or short-form video reports on YouTube Shorts, TikTok, or Instagram.
- Display and Discovery campaigns.
The key is to offer engaging, relevant, and non-intrusive content that aligns with the user’s needs and interests at the right moment.
Sources:
https://www.outbrain.com/es/native-advertising/
https://admob.google.com/intl/es-419/home/resources/native-ads-playbook/
Content Will Remain King
In recent years, SEO has become increasingly important in the digital marketing world. High-quality content remains one of Google’s top ranking factors when determining SERP visibility.
Too often, content is created just for the sake of it — stuffed with random keywords or even duplicated. That’s not the way to go.
According to SEO platform Ranktracker, over 85,000 Google searches occur every second, and the top five organic results receive 67% of all clicks. This highlights the importance of solid SEO expertise and ranking high.
72% of marketing professionals surveyed said that content creation is the most effective strategy for improving visibility and business growth.
Real Research and Analysis to Rank Websites
No one knows how many updates Google will roll out in 2023 — but we can be sure there will be more. As always, Google’s goal is to enhance user experience and satisfy search intent.
2022 brought many changes and innovations, with niche websites and artificial intelligence becoming increasingly popular.
You’ve probably heard of E-A-T, but what does it mean? It stands for Expertise, Authoritativeness, and Trustworthiness.
SEO trends are moving toward these three pillars. Websites in sensitive YMYL (“Your Money or Your Life”) niches will need to meet these standards to rank well. On the other hand, brands with authority, verified data, and credible case studies will rise to the top.
2023 promises innovation and new technologies — but also a stronger emphasis on verifiable data, real-world experiments, expert authors, credible sources, and trustworthy media coverage to build a brand’s online authority.
