10 KEY DIGITAL MARKETING TRENDS FOR 2023 and More confidence in influencer marketing.


  1. Google Analytics 4: more than a trend, the great leap of 2023
  2. Greater projection of the podcast in digital marketing strategies
  3. User-generated content for users
  4. Native ads to integrate into digital channels
  5. More confidence in influencer marketing
  6. Augmented reality and phygital experiences
  7. Branding and brand values
  8. New solutions in favor of user privacy
  9. Account-Based Marketing: Content, technology and commercial action
  10. The rise of smart and automated bidding in digital advertising
  11. EXTRA: The e-commerce revolution: Discover Q-Commerce

1) Google Analytics 4: more than a trend, the great leap of 2023

One of the great milestones that web analytics will bring us in 2023 will be the definitive implementation of the new Business Intelligence tool from the Google suite, Google Analytics 4 (or GA4). Migrating Universal Analytics data to GA4 will likely be the first task for many marketing teams. Starting in July, Universal Analytics (UA) will stop recording data and will only allow you to consult the data history up to 6 months after the final migration date. 

The new version of the tool will offer the following advantages:

  • Collect data from websites and apps to better understand the customer journey.
  • Use data based on events instead of sessions.
  • Collect data from websites and apps to better understand the customer journey.
  • Use data based on events instead of sessions.
  • Include privacy controls, such as cookieless measurement.
  • Direct integrations with social media platforms to drive actions on a website or app. 

We recommend that if you do not have it implemented yet, you do so to start building your historical data as soon as possible and to be able to start having a cross-view of the different channels that participate in your strategy. Google Analytics 4 will mean a revolution within the Google measurement environment. 

2) Greater projection of the podcast in digital marketing strategies

The marketing podcast has become one of the information and entertainment formats with the greatest projection. More and more people are listening to podcasts, so it is a great opportunity for brands. What’s more, 63% of listeners bought or researched products and services they heard on a podcast. Every day there are more companies that use this channel to make themselves known, reach new audiences and generate brand presence.

One of the most outstanding aspects of the podcast in marketing is that it is very accessible to the user, since you can listen to it at any time and this creates a fairly large competitive advantage over other channels that require greater concentration. There are more and more people listening to podcasts, so there is a great opportunity for brands to consider it in their digital marketing strategy.

3) Content generated by users for users

It really is a strategy closely linked to influencer marketing. User Generated Content (UGC) campaigns have become an important piece of current strategies. 

This is original brand-specific content, created by an influencer or the general public, in a variety of formats: images, videos, testimonials, even podcasts! User-generated content can be used at all stages of the conversion funnel to influence the content and inspire the purchasing decisions of the target audience. User-generated content is 42% more effective than branded content and has 6.9x higher engagement than your own branded messages. 

Users increasingly want to see more authentic content and platforms are increasingly betting on native content, even to use it in ads. So if you get the chance, don’t hesitate to include UGC in your 2023 strategy.

4) Native ads to integrate into digital channels

Totally related to the previous trend, in 2023 we are also betting on native ads. In this case, they are marketing content created by the brands that is not perceived as advertising, but is fully integrated with the organic content of the platform.

The key to this type of ads is that the content is of quality so that it adds value to the user. In addition, more and more users are using tools to limit ads on their social media profiles and using this type of ads will bring us closer to them. Native ads are a good option, since they adapt to the medium where they appear and manage to generate trust on the part of the target audience towards the brands.

Remember, it is not about not applying Paid Media strategies, it is about adapting to the context and finding native and non-aggressive ways to reach the user.

5) More confidence in influencer marketing

Surely you have been able to deduce it, but in 2023 influencer marketing will continue to be one of the strongest bets. These strategies seek to achieve effective links between brands and their audience. It is a way to get real connections and increase brand engagement.

Year after year, the number of advertising investments in influencers increases. According to a Business Insider report, influencer marketing is expected to generate €16.4 billion in advertising revenue in 2023, which will represent a 32% increase over 2019. 

The growth of this type of strategy is due to several factors. One of them is that sponsored content on social networks is appearing prominently, as the platforms are adapting their algorithms. In addition, more than 80% of users have greater confidence in a recommendation when it occurs in the profile of a user they follow.

If you think that your brand should incorporate or improve its influencer marketing strategy, do not hesitate to contact our expert team in digital communication.

6) Augmented reality and phygital experiences

Surely you have heard of the Metaverse, but do you know about the phygials experience? These are strategies that seek to combine the physical environment with the digital one to offer users a more personalized experience tailored to their needs.

The objective of this strategy is to create a memorable, different and enriching customer experience. This trend is directly related to virtual reality, the Metaverse, e-commerce and everything that has to do with adding value between online and offline.

The increase in the use of Augmented Reality technology means that consumer demand for these types of experiences will only grow. During this year we have already been able to see how the main digital platforms opted to work on solutions that incorporate this type of technology. 

According to Snap Consumer, by 2025 almost 75% of the world’s population and almost all people who use social and communication applications will be frequent users of Augmented Reality.

An example would be Snapchat and its Snapchat Lenses . They are augmented reality experiences that appear inside the Snapchat camera. For brands, they are a powerful and memorable way to connect with consumers on a large scale using augmented reality. This tool not only offers an impression, but also “play time”. That is, the time that Snapchat users spend playing with the interactive ad that you have created, in this way users can participate together with brands. This Snapchat format works to create results for any business goal, from awareness to consideration to increased sales.

7) Branding and brand values

After the months of covid-19, consumer behavior changed significantly. On a digital level, brands continue to generate interest, but they do not sell as much as before the pandemic. Users now spend more time in phases of knowledge and consideration (upper-mid funnel). For this reason, it is important to reinforce our full funnel strategies with effective brand awareness and awareness campaigns.

And in this line, branding and brand values ​​are very important and become essential to boost the growth of the company. After all, they are the additional value that a product or service achieves for being from a certain brand. This trend will continue to grow in the coming year, new brands and products appear every day, so creating that competitive advantage over competitors is key to standing out from consumers.

8) New solutions in favor of user privacy

Consumers are increasingly concerned about the use that a company can make of their personal data. Many users demand greater transparency and need to have confidence in the brand before deciding to buy a product or service or take any action that involves giving personal data. 

Brands are increasingly committed to guaranteeing data security by complying with privacy regulations, avoiding leaks and giving the user detailed information on the use that will be given to the data provided. Companies are aware of this concern and more and more are committed to transparency.  

In the world of digital marketing, obtaining consumer data is key to being able to track user interactions with brands and to be able to take advantage of that information for advertising campaigns. In a context in which the information we receive from third parties there are more and more conflicts related to the use of third-party cookies on websites, the dependence on first-party cookies to collect higher quality data and CRM systems will increase its value.

One of the hottest topics in 2023 will continue to be user privacy in the face of all these information-gathering systems. For this reason, solutions from platforms that support the trend are becoming more frequent.

Google Enhanced Conversions: A new Google Ads feature to improve conversion measurement and bid effectiveness. It is a plugin in conversion tags to securely and privately send conversion data from your website.

Serverless Tracking: The tool. Developed by Adsmurai to easily implement Facebook Conversions API through Google Tag Manager.

9) Account-Based Marketing: content, technology and commercial action

This is a trend focused mainly on B2B businesses. Account-based marketing bases its success on identifying the key accounts for a business. By locating potential customers, it is about sales and marketing teams working on personalized high-value shopping experiences for these key accounts. In fact, the sales cycle with an ABM strategy is simplified. 

An ABM strategy affects sales cycles that are generally slower and more specialized, managing to increase the relevance of your business and improving the return on investment.

10) The rise of intelligent and automated bidding in digital advertising 

And, again, everything revolves around information. Machine learning algorithms basically predict actions based on data, allowing us to more easily match user needs and convert them into conversions. Through machine learning algorithms, we are able to leave manual adjustments behind to improve campaign performance.

For this reason, tools that quickly analyze millions of signals and adjust digital advertising strategies in real time are becoming more popular through machine learning.

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