10 Digital Marketing Trends in 2022

10 Digital Marketing Trends in 2022

Where is digital marketing heading in 2022? Here are ten trends from a panel of digital marketing experts:

1. Trend: Email is the most important channel. Melissa Sargent, Litmus’ chief marketing officer, believes three trends have contributed to email prioritization: personalization, automation, and privacy. Tactics such as dynamic and interactive email content, AMP for email, and new personalization strategies expect to become increasingly important in 2022.” Litmus recently released a State of Email report showing that email has become the most important marketing channel: 91% of survey respondents maintain “Email marketing is critical to the overall success of their company,” Sargent says. This is a 20 percentage point increase since 2019, and more than 40% of companies intend to increase their investment in 2022.”

2. Direction: Loyalty is a thing of the past. “Loyalty programs will become a thing of the past and evolve into membership programs,” said Jay Myers of Bold Commerce.. “People yearn for membership and community; It is human nature. What is not in human nature is the desire to be in a loyalty program. Marketers have recognized this, and while loyalty points can offer value to consumers, they are not forced to differentiate on their own. In 2022, brands will convert loyalty programs to true membership. And unlike loyalty programs that customers are reluctant to join, these membership programs will be so compelling that customers will pay to join. Brands will embrace the membership model and add value through benefits, such as exclusive access to products, free shipping, and offline events.”

3. Direction: Insight is a new priority. “Hindsight may be 20/20, but companies will prioritize foresight in 2022,” says Rob Holland of Feedback Loop. “With increased direct access to consumers, brands will not wait beyond that fact to get feedback on campaigns, products and brand names that they I actually fired it up to see what people think. And they’ll avoid a few controversies — and major financial setbacks — in the process. This does not mean that marketers will not have bad ideas in 2022. This is inevitable. But we will at least see more of them skip the part where they turn those bad ideas into disastrous decisions for their brands.”

4. Trend: cuts lose favor quickly. “Brands have been keen to move away from relying on deep discounts to acquire new customers and instead identify opportunities to deliver value through their products and the role they play in customers’ lives,” says Sherine Helal of Bluecore. “Digital has expanded how and what types of value brands can offer to customers. In 2022, brands will start replacing blanket discounts that don’t keep shoppers for long with unique offers based directly on what they know about shoppers (i.e. they will buy based on free shipping), as well as on their own unique selling points (eg, free customization, in-store experiences).”

5. The trend: the war on data. “The war on data will escalate and marketers will lose access to more of the data they rely on,” says global marketing consultant Tim Barkin. “First-party data will become the basis of all marketing initiatives. Many organizations, which are not yet ready, will defend the collection of this data to remain competitive.”

6. Trend: Video to be the cornerstone. “Video will replace fixed assets and become the cornerstone of all marketing campaigns,” Barkin adds. Social media and TV broadcasting platforms will introduce new video-focused advertising products. Even the retail experience will see new innovations in the use of video to attract customers and increase revenue.”

7. Trend: The great escape from digital white noise. “Instead of getting lost in the digital inbox, smart companies are discovered in the mailbox,” says Jordan Stevens, a digital marketing consultant from Canada. Initially, direct mail may be rejected due to misconceptions about the channel. However, integrated campaigns give companies the opportunity to reach millions of individuals on a personal level more than digital communications alone can provide. Overall, direct mail and engagement performance continues to rise. According to the Canada Post, 92% of people surveyed read direct mail and 71% share it. While your audience is bombarded with digital messages all day, direct mail flows through direct mail in an original, unexpected, and nostalgic way.”

8. Direction: Advertising postcards reach people in their places of residence. “Direct mail is a way to communicate with consumers directly to their homes. It allows you to target your audience according to location and demographic profile,” adds Stevens. “Over the past five years, we’ve seen an increase in advertisers using postcards to reach their audience, and we expect this trend to grow. Postcards are lightweight, visually appealing, and stand out in the mailbox. With digital advertising spending increasing, whether you’re a real estate agent or a kitchen renovator, cards are more Mailing a simple format that maximizes your return on investment.”

9. The trend: Digital storytelling separates amateurs from professionals. “There has been a lot of focus over the past year on digital storytelling,” says Lisa Apollinsky, author and founder of 3 Dog Write. But many companies are still struggling to get this right. Many companies still write their stories about themselves versus how customers can achieve success with the help of the company’s products and services. Companies that can benefit from compelling storytelling will have their own digital content that creates value and scalability and not just content for content.”

10. Trend: Doomsday for Facebook / Meta. “We’ve all had times when we thought Facebook was destined to crash,” Apollinsky adds. “I will not count on Mark Zuckerberg to reimagine his new brand. However, I believe that the overall success of Meta will be determined by whether Zuckerberg is willing to abandon management of the company to allow new energy to enter the organization. If Zuckerberg continues to remain in the lead, he will Meta’s success is waning and will not reach the same levels of success as Facebook. 2022 will be a focal point for the company and many organizations are more conservative in spending with Facebook as they wait to see how this new brand is received and what opportunities it brings.”


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