The New Year is fast approaching, and as we tear out the last pages of the calendar, we wonder what has happened in digital marketing and what trends we should expect in 2023.
December is the perfect time to sum up the most important events and changes that have taken place before our eyes. So take a look at what this year looked like from the perspective of the KomuKoncept team. We invite you to read the article!
Ola Dzwierzyńska
Meta Ads - Return to Conversion Preview
People who use it on a daily basis Meta Ads, have long felt the lack of an important function in the analytical section. It is about viewing conversions divided into, for example, age, gender or location. At the end of October, a (not yet Christmas) miracle happened! The preview is back and from that moment on, all campaigns that had a conversion goal set can also be analyzed in terms of which age group bought most often, which location had the most form fills or which gender added to the cart most often.
Disinformation
In 2022 we had to face disinformation, the scale of which exceeded our (or at least my) expectations. We had the opportunity to read a lot of fake news related to, among others, the pandemic and the war in Ukraine.
I think that as a society, we have felt for the first time how easily we can be manipulated online. Of course, manipulations, both smaller and larger, were happening on a daily basis before the war, but this war confirmed the possibilities and scale of disinformation groups.
In this topic, I want to refer to the positives of this whole situation. More precisely, to the role played by fact-checking editorial offices such as Demagog. During this time, private profiles of people who are professionally involved in the topic of cybersecurity also gained popularity. Many people, I am writing here about my own bubble of friends, shared posts denying fake news. It was obvious that there were groups that were interested in denying false information.
In turn, the other side of the internet, especially TikTok, has been flooded with fake news from the front. Following the history of posts of some accounts, one could see that first these people published anti-vaccination information, denied the c-19 pandemic, and then began publishing fake news about the war. These people's accounts "change industries" depending on the needs.
The situation of the last year has taught us to apply the principle of limited trust to every entry related to a political topic. Some of us have learned to look for the source of the information we have just read, to confirm its truthfulness. The topic of disinformation will certainly continue to be relevant and will not only concern the war in Ukraine. It is worth familiarizing yourself with fact-checking organizations and only there start reading information from the country and the world.
List of recommended factchecking sites:
Michal Opydo
For me it is impossible to sum up this year without talking about war in Ukraine. A war that, apart from being a great tragedy, is also a demonstration of how much our world has changed.
Thinking about technology and marketing by looking at events beyond our eastern border allows us to understand what truly useful technology can be. Both the strictly military and the one whose original assumptions were different, such as access to satellite internet (although SpaceX has already announced the opening of a strictly military-related unit). In addition, the huge role of social media, which on the one hand allowed us to "get used to" the subject (many people watch war largely through the prism of videos on TikTok or YouTube), and on the other allowed us to really support the defense of Ukraine, through various types of collections, which could not have been successful if not for the globalization that we are achieving thanks to technology.
At the same time, we are witnessing both the boom and the catastrophe of new technologies that, according to their creators, are supposed to change our lives, but we still don't know how. On the one hand, the boom in all sorts of "Metaverse” (which have little to do with the metaverse as such and are more like a VR version of Second Life) and billions of dollars flowing through the token market, on the other hand the fall of Luna, FTX and Mark Zuckerberg forcing their employees to use a product they built themselves.
Perhaps 2022 is the first year the tech world hears “check”?
Agnieszka Untimely
One of the most important events of 2022, in my opinion, was the release of UOKiK regulations regarding influencer marketing. Related Issues i.e.. with clear labeling of cooperation were finally regulated. In addition to recommendations, the first penalties and, above all, consumer education also appeared. All this affects the increase in transparency and honesty in social media.
In addition, another important event was the opening of the website to a wider audience. OpenAI Chatbox – ChatGPT. It uses the latest evolution of GPT-3 to generate answers to the question we ask. This makes it useful now when writing stories or explaining complex concepts. This opens the way for further actions that may change the shape of our work in the future. The marketing landscape is constantly evolving, and staying up to date with the latest trends and technologies is crucial for companies that want to stay competitive.
Kinga King
Tik Tok
For me, 2022 is, above all, a year video. It would be a sin not to mention Tik-Tok, which dominated other social media in this respect. The platform reached its record popularity in 2022.
It is no longer just an app for dancing, it is a combination of entertainment, educational content, inspiration, life hacks, but also trends that permeate our culture and everyday life. Tik-Tok is currently used by over a billion people, and one in three admits that they learn new things on the platform.
"Almost 40 percent of young people do not use Google search engine, they choose TikTok or Instagram," said Google vice president Prabhakar Raghaven during the Fortune Brainstorm Tech conference.
The number of users who say they regularly use TikTok has increased by 40% since 2020, and interestingly, engagement has increased most among older consumers.
Authenticity
In 2022 we could also observe “return to authenticity.” A manifestation of this was, on the one hand, an increase in the popularity of the application BeReal, and on the other hand, a change in the way influencers present their image and life on social media.
It could be noticed that they increasingly give up editing photos and using filters in favor of honestly presenting their "ordinary" everyday life and routine without the veneer of a perfect life.
What is also extremely important in the context of authenticity is the discussion of topics related to mental health by creators and more. I think that in 2022 it was very visible on social media. Some time ago many people were ashamed to talk about their problems, today we understand more that it can affect any of us.
Gen Z
2022 also includes advertising campaigns regarding Generation Z I think this is a very important and necessary step because finally the young generation is starting to be noticed and a different view of the world is being taken into account.
The ad made a big impression on me RocketJobs - “Listen to the voice of the future generation”, which showed what they have to say about work Z's. The campaign was aimed at employers so that they could draw valuable reflections that would make them look more favorably at representatives of this generation.
Antonina Grabiec-Kozlowska
The year 2022 brought a major breakthrough in two issues that interest me and that interpenetrate each other – social media and media law. Recommendations of the President of the Office of Competition and Consumer Protection have (finally!) been published and (thankfully) have already appeared in the minds and on the profiles of many social media users. I am pleased to see how many influencers and advertisers are following the aforementioned recommendations, contributing to a healthier and less intrusive purchasing choice of Internet users. There are few actions in the Polish legal system that are in line with the modern world, so the UOKiK's move should definitely be praised.
Will next year see the development of this topic and the obligation to mark photos that have been manipulated or have filters applied that change their appearance? Let's hope that our Office will follow the example of Norway, which introduced such regulations in July 2022, and 2023 will bring further changes in our country in this matter.
Summary
As you can see, a lot has happened in 2022. We are unable to count all the situations, changes and technological innovations that have appeared in digital marketing before our eyes. Of course, for each person individually, other events have had greater or lesser significance.
What is worth saying is that it was undoubtedly a year full of challenges, for which we are sincerely grateful, because every change or trend teaches us something new. We are looking forward to 2023, which will surely bring more interesting experiences.