Top trends in digital experience and content creation in 2023

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Sera Filiz

Digital experience and content creation are constantly evolving. To stay ahead of the curve, businesses must keep up with the latest trends and technologies. In 2023, here are five key trends to watch out for, in order to create engaging and personalized customer experiences. 

1. Immersive Experiences 

Immersive experiences, such as augmented reality (AR), virtual reality (VR), and mixed reality (MR), are becoming increasingly popular in digital experience and content creation. Immersive experiences allow users to interact with digital content in a more engaging and interactive way, resulting in higher engagement and conversion rates. With the increasing availability of AR and VR devices, businesses can create immersive experiences that provide unique and memorable experiences for their customers. 

For example, IKEA created an AR app that allows customers to visualize how furniture would look in their homes before making a purchase. This immersive experience has resulted in higher customer satisfaction and fewer returns. 

2. Personalized Content 

Personalization is no longer a nice-to-have feature but a must-have in today's digital world. Personalized content uses data and insights to create customized experiences for each user. This can include personalized product recommendations, personalized content based on browsing history or user preferences, and personalized email campaigns. 

Businesses can leverage personalization to increase engagement, conversions, and customer loyalty. According to a study by Epsilon, personalized email campaigns have a 29% higher open rate and 41% higher click-through rate than non-personalized campaigns. 


3. Interactive Content and Storytelling 

Interactive content, such as quizzes, polls, surveys, and games, requires active participation from the user, resulting in higher engagement and conversions. Interactive content can be used to educate, entertain, and engage audiences, while transforming marketing strategies. Interactive content can also provide valuable data and insights into user preferences and behavior. 

Taking it one step further, interactive storytelling combines narrative elements with interactive elements, resulting in a more engaging and immersive experience. Interactive storytelling can include gamification, choose-your-own-adventure stories, and interactive videos.  

Nike utilized interactive storytelling in their viral "You Can't Stop Us" campaign, which has been widely praised for its inclusive messaging and innovative marketing. The film featured split-screen visuals that showcased the power of sport and the interconnectedness of athletes from different sports, genders, and backgrounds. The interactive aspect of the campaign allowed viewers to click on any of the athletes featured in the film to learn more about them and their stories. 


4. Short-Form Video 

Short-form video, such as TikTok and Instagram Reels, is undeniably taking over social media. Short-form video allows businesses to create more engaging and shareable content, especially for younger audiences. Short-form video can also be used for product demos, tutorials, and behind-the-scenes glimpses to showcase the brand's personality and authenticity. 

For example, Sephora created a series of 15-second makeup tutorials on Instagram Reels, resulting in higher engagement and conversions. Similarly, Chipotle created a TikTok challenge that encouraged users to create videos of themselves making burritos, resulting in a significant increase in brand awareness and engagement. 

5. AI-Powered Chatbots 

You probably guessed it — last but not least: the rise of AI-powered chatbots. With AI-powered chatbots becoming increasingly popular in digital experience and content creation, you can expect to see them for many years to come. Chatbots can provide personalized and instant support to customers, resulting in higher satisfaction rates and reduced response times. They can also provide valuable data and insights into customer behavior and preferences, enabling businesses to create more targeted marketing campaigns.

Digital experience and content creation are constantly evolving, and businesses must stay on top of the latest trends to remain competitive. In 2023, immersive experiences, personalized content, interactive storytelling, short-form video, and AI-powered chatbots are the top trends to watch out for. By incorporating these trends into their digital strategy, businesses can create more engaging and personalized experiences for their audiences, guaranteeing a higher quality customer experience. 

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

separate channels animation circle t-rex dinosaur square
Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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