By Abdullah Arif
New developments in digital marketing affect how you communicate with your audience. We break down 10 of the hottest digital marketing trends for 2022 to help you grow your business in the year ahead.
10 digital marketing trends to watch for this year
Trend #1: User privacy and brand transparency
Google has announced that third-party cookies will be banned by late 2023. In addition, due to an overabundance of digital advertising, consumers are becoming increasingly distrustful of material targeting them. As a result, digital marketers need to be aware of privacy limits, which are changing the way they track their customers’ activity.
This means that many marketers and advertisers will have to rethink their tracking methods. In the meantime, data-driven content and marketing won’t be phased out anytime soon; It’s not even the end of personalized ads. Keep in mind that this upheaval of digital marketing monopolies as we know it is a sign of a new era of trust and openness between businesses and customers. Inform your customers what type of information you collect and why, and allow them to easily opt out at any time.
Trend #2: The use of artificial intelligence
Many areas of business, including marketing, use artificial intelligence (AI) to simplify and automate what they do. In marketing, AI is generally used to automate processes, such as keyword suggestions, data reports, and analytics. Marketers also use artificial intelligence to create prediction models for future consumer behavior based on past purchases and browsing history. To improve organic and paid search rankings in 2022, AI will be used with SEO tactics.
Trend #3: Integrating NFTs and Cryptocurrencies into Social Media Marketing
Even if you don’t invest in cryptocurrencies, it has been difficult to ignore the rise of online currencies and NFTs in recent years. On the surface, it may not seem like a trend that will have an impact on your marketing, but this kind of negative thinking could eventually cost you in 2022. With social media platforms like Twitter incorporating cryptocurrency payments, and display tools highlighting NFT transactions within application, now it’s time to find out more.
Facebook is currently encouraging the use of NFT viewing options and avatars, and we expect other companies to follow suit. With NFTs and cryptocurrencies, the goal is to think about how to market a brand that goes beyond its products and services as well as the brand itself, its concept, and the message it represents.
Trend #4: Influencer Marketing and Artificial Intelligence
Influencer marketing has evolved from word-of-mouth marketing to becoming an essential way for companies to establish brand credibility online. Three-quarters of companies today allocate a portion of their marketing budgets to influencer marketing. AI tools will be used in many aspects of influencer marketing, from identifying influencers and measuring their engagement rate to performance marketing. AI will enable marketers to perform cost-benefit analyzes to improve influencer relationships.
The growth of multi-channel influencer marketing initiatives, whereby marketers seek collaboration between sponsored influencers across multiple social media platforms, is another important digital marketing trend in this sector.
Trend #5: Omnichannel Marketing
As more companies turn to online marketing, they’ve discovered that it’s not a one-size-fits-all solution, encompassing a variety of channels: social media, emails, websites, e-commerce, video streaming platforms, and more. Creating a blog, website, and having a WhatsApp group, as well as offering webinars or live events via social media channels, are all examples of multi-channel marketing.
When developing content, having an integrated digital marketing strategy is essential for marketers to connect with customers across many channels. This helps the company maintain a consistent brand voice and presence across multiple platforms.
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Trend #6: Automate Marketing Automation Tools with Artificial Intelligence
With the development of digital marketing, AI-powered automation technologies will become increasingly important to simplify and automate repetitive tasks such as scheduling emails and social media updates, saving marketers time and money. Automated solutions can also help marketers collect, aggregate, and segment data for use in ad campaigns, cart abandonment campaigns, customer product suggestions, and more.
Trend #7: Improved voice search
By the end of 2022, it is estimated that $40 billion will be spent through voice commerce in the United States. As more consumers use voice assistant technologies to search for products and access websites, it is imperative that businesses become ready for voice search. Businesses can make better use of voice search by including long-tail keywords in their content that consumers will say rather than write, and by developing engaging, conversational content.
Trend #8: Take a mobile-first approach
Smartphones have become the go-to device for a variety of everyday tasks, including video streaming, shopping, studying and socializing, and to help customers find the products and services they need. Google’s mobile-driven indexing policy has forced companies to develop mobile-friendly digital marketing strategies to increase customer engagement. To rank better in search engines and to increase organic traffic, it is essential that a company’s website today offers mobile-friendly content.
Trend #9: User Target Data
Data is the foundation upon which a modern company builds its business digital marketing strategy. Integrating consumer intent and market signals data with an existing customer database allows marketers to identify customers who are ready to buy, and provide them with relevant content and messages that will propel them toward the conversion stage. With Google tightening its data privacy and tracking policies, it will become imperative for marketers to have new ways – surveys, registration forms, etc. – to capture target user data.
Trend #10: Video Marketing
Videos are 53% more likely to rank first and video snippets appear in more than 26% of Google search results. Since videos have a very high level of user engagement, providing video content on company blogs, websites and social media platforms is still important for SEO.
Embrace These Digital Marketing Trends for Success
Digital marketing has become critical to driving company growth and profitability. As customers become more digitally savvy, increased access to AI tools will only drive digital marketing over the next few years. It is imperative that organizations adopt digital first tactics to achieve brand expansion and consumer engagement goals.
Related: 8 Small Business Trends To Look For In 2022