The evolution of digital marketing: What to expect in 2023?

22 March 2023
11 minutes
Tendance marketing

Table of contents

When the world hit pause, digital marketing hit the accelerator, experiencing a seismic shift of unprecedented growth in the wake of the Covid-19 crisis.

In the age of digital disruption, companies must adopt a new playbook for success, one that relies on dynamic digital marketing strategies to connect with customers.

With a new year comes new opportunities to level up your digital marketing game, and our in-depth look at the top 6 trends will give you the edge you need.

Are you ready ? Let’s go!

Organic and paid search engine optimization (SEO & SEA)

SEO (Search Engine Optimization)

Let’s start with organic search engine optimization. Acronym for Search Engine OptimizationSEO refers to improving the ranking of a website on search engines such as Google. The aim is to increase the quality of your website and its ranking.

You can optimize a website for SEO using different techniques, we will only mention two of them in this article (More tips on SEO).

Content and keywords

As the world of marketing evolves at lightning speed, one thing remains constant: the timeless truth that content is king. This means that your content must be valuable and relevant to your audience.

To achieve your goal, you need to become proficient in keyword analysis, which will help you understand what people are searching for. The more keywords a website has on its pages, the more Google will put it forward in its search results.


Backlinks are highly desirable in 2023. These are links from one site to another reliable site (which may or may not have a high authority). This element should not to be overlooked.

According to Ahrefs, 91% of web pages that don’t receive organic traffic are missing backlinks.


SEA (Search Engine Advertising)

In addition to SEO, you can stand out from your peers with paid search, also called SEA for Search Engine Advertising. This approach involves showcasing paid advertisements across multiple online platforms. It enables the generation of focused and qualified traffic, resulting in swift conversions.

If you want your ads to be seen by people who search for specific things on the Internet, you can make a list of keywords that these people often use. This will allow your ads to be shown for these keywords. You can also exclude certain keywords to ensure that your ads don’t show up for searches that are not relevant to you.

By doing so, your website will gain more exposure, and you will have a better chance to sell your products and services. Know that in 2016, SEA has already accounted for more than 2.6 billion clicks over the year across all sectors.

Your goal for 2023 is to appear on the first page of search engines, but not only. Once you have succeeded in attracting a visitor to your website, you must ensure a good user experience…

User experience on the website

User eXperience (UX) refers to the set of emotions and interactions that a user encounters when interacting with a website, a product, or a service. UX is about understanding and meeting the needs of users to create a positive and satisfying experience for them.

By analyzing user interactions and feedback, UX seeks to optimize the navigation, purchase and navigation journeys, to make them simpler and more intuitive. This cuts down on the time it takes to make decisions and improves the overall efficiency of the website or product.

UX is a user-centered approach that aims to understand and meet the user’s needs, optimizing interaction and decision-making processes. Its goal is to create a satisfying user experience that promotes user loyalty and engagement.

Taux de rebond

To deliver a top-notch user experience on a website, it’s important to abide by a set of guidelines:

  • Responsive design: accessibility on all devices
  • Eye-catching, but simple design: not overloaded
  • Ergonomic navigation: easy navigation and movement.
  • Quality: be straight to the point and never mislead your visitors.

Apart from delivering an exceptional user experience to your website visitors, you can also connect with them online via webinars!


From small business owners to top executives, everyone is turning to webinars to educate, inspire, and entertain their audiences. This marketing content is all set to take the Internet by storm in 2023, emerging as one of the most sought-after formats among users. But what is a webinar?

A webinar (short for “web” and “seminar”) is an online conference in which Internet users can participate. It has become an essential part of digital marketing for businesses and individuals since the COVID pandemic.

Unlike conventional marketing tools, webinars offer a unique opportunity to directly engage with participants, fostering an atmosphere of trust and closeness.

This smart and speedy tool enables you to connect with a targeted audience on specific, personalized topics, in a highly effective manner. This, in turn, provides the opportunity to build loyalty or acquire new prospects.

Apart from offering direct communication with your audience, building and nurturing a social media community can prove extremely beneficial for your business…

Social networks

Influencer marketing

Influencer marketing is a collaborative effort between a company and an influencer, aimed at showcasing and promoting their products and services in an impactful way. In 2022, the influence of social media, and particularly that of influencers, has continued to gain momentum and make a significant impact.

They are now a new lever that brands must work on in 2023 to get people talking about their services and products, ultimately boosting their visibility and recognition.

Collaborating with an influencer can prove to be a game-changer for brands seeking to venture into new territories and enhance their reach. In 2021, the number of brand-sponsored influencer content surged by 26.7%, surpassing the previous year’s count with over 3,700,000 sponsored posts as opposed to 3,000,000.

On social media, in 2023, the partnership comes in 4 main categories:

The vlog

Within a mere span of 10 to 15 minutes, the influencer will give a sneak peek into their everyday activities or narrate a particular experience where they have utilized the product or service. He promotes it in a natural way that does not seem pushy or salesy.

The vlog is often published on the social network YouTube and TikTok.

The unboxing

Product unboxing videos are very popular. Unboxing videos are an effective way for influencers to immerse their audience in the excitement of uncovering new products, creating a captivating and unforgettable experience. Viewers find this video format highly appealing as they get to experience the product discovery journey alongside the influencer, resulting in a deeply satisfying viewing experience.

The influencer offers commentary on each stage of the process, from unpacking the box to handling the product and sharing their initial thoughts. By providing comprehensive commentary on the product, viewers can gain a clear and unbiased understanding of its features and benefits, ultimately enabling them to make an informed decision about whether or not to make a purchase.

All physical products, such as consumer goods, can benefit from this type of video. Companies can also use unboxing videos to promote their products on social networks and reach a wider audience.

Product unboxing - Marketing Digital Trends

Product placement

Product placement refers to the practice of integrating branded products into the content of movies or TV shows, often featuring popular brands to gain visibility and awareness. For instance: Stranger Things and Coca-Cola.

We can apply the same strategy on a smaller scale with Youtubers and online influencers to highlight a brand’s products when they produce videos or share simple images on their Instagram feed.

In many cases, the influencer offers a promotional code or a contest to encourage the viewer to buy and test the products.

Sponsorship can be found on the vast majority of media: YouTube, Instagram, Snapchat, TikTok, Twitch and Facebook.

The interview

By conducting interviews with people, influencers can discuss brand-related subjects and gain insights into consumer preferences.

The interviews are usually offered on the YouTube platform and TikTok. .

For businesses to establish a strong presence and gain the upper hand in their target market through social media advertising in 2023, creating compelling content is a crucial first step…


Social networking is now more than just a hobby. They have become a source of information where users are looking for information about a topic or a brand. Nevertheless, it has always remained a “social” network where users seek to connect with a community.

Today, more than ever, we hold brands accountable. We don’t just buy products and services anymore, we buy into a brand’s values and mission. This is why it has become crucial for any organization to communicate its beliefs on social media.

You can communicate your company’s values, news, and industry trends. And you can do it via different types of media:

  • Written content: news, case studies, educational articles…
  • Visual content: infographics, slideshows…
  • Content in PDF format: practical guide, product comparison, e-book…
  • Interactive content: quizzes, tests, surveys…

Despite the popularity of various types of content on social networks, video content still provides the highest return on investment.

Video content

Without a doubt, videos are at the forefront of content marketing. The combination of sound and images is perfect for conveying a large amount of information in a short time. It is therefore an excellent tool to promote and publicize your company, your activity, your product, or your service.

Over 90% of marketers consider video content essential to their marketing strategy.

Videos can be shared on different media, such as your website, business events, marketing and communication strategy, and social networks.

The most prominent video format in 2023 is the explainer video, and for good reason.

Videos are a must-have in 2023

Explainer videos

With explanatory videos, you can tell your story, introduce your company, showcase your products or services, and even present yourself and your perspective, making it a versatile marketing tool. Animated in 2D/3D and even with filmed sequences, video is the basis for all companies that want to promote themselves in 2023.

Why is that? Explanatory videos are a valuable investment as they can be utilized across multiple media outlets.

  • On your social media
  • On your website (homepage, blog, contact page, FAQ page…)
  • For your sales pitch
  • During your events (trade show, company training)
  • In your email campaigns
  • In your email signature
  • During the recruitment process

Do you have little understanding of the value of animated video for your business ? Discover in our blog post how to use video and all the benefits it provides for your brand.

Do you already have your explainer video? In this case, discover our 9 great uses for your video!

Audio content: the podcast

The podcast is a versatile audio format that comes in various shapes and sizes, catering to different themes, from interviews, debates to fiction, spanning across diverse topics, including cinema, art, music, and technology.

Today, customers are flooded with written content and seek greater personalization, interaction, and empathy from brands. The podcast is the ideal tool to meet these needs, allowing authentic and differentiating communication.

The podcast has many benefits, such as:

  • Audience retention through enriching and entertaining content
  • Promoting exchange with listeners by asking questions or encouraging them to react on social networks
  • Increasing traffic to your site by engaging listeners and encouraging them to learn more about your brand
  • Strengthen your brand identity by sharing informative guidance, fostering thoughtful contemplation, and embodying affirmative beliefs.

How can Pharos Digital help?

Are you not sure where to start to increase your visibility on the internet for 2023? Our graphic design, animation and communication agency handles the creation of your website, your logo, your brochure, your 2D/3D video, as well as the creation of content for your social networks.

If you want to make a name for yourself, market your products and stand out from your competitors, pay attention to the latest trends in 2023 so you can reach your business goals.

We are always available to accompany you…

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Pharos Digital is a communications agency specialized in video production, web-design and digital marketing. Our team creates and designs unique solutions to help your company develop its reputation on the Internet.


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