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Time flies too fast for our liking. It seems like it was only months ago when we were preparing our 2021 marketing plans to adjust to post-pandemic effects and now we’re on the cusp of entering into 2022.
In order for your business to remain competitive in this heavily saturated online market, you must adapt to the latest trends, changes, and innovations.
In this article, we’ll cover the important digital marketing trends that you need to watch out for. We guarantee that these tips will help your business thrive and meet your bottom line.
Source: Illustration by Alex Castro / The Verge
I’m certain that you’ve heard about Google’s announcement that it will end their support of third-party cookies on their Chrome browser in 2022. This will impact marketers greatly, as Chrome is the preferred browser, given the fact that it accounts for almost 70% of all market share.
So what does this mean for your business? Well, this will require some drastic changes on your part.
The best way you can prepare is to plan how you’ll adjust your model for 2022. One viable tool to add to your arsenal is AI technology. Marketers who leverage AI will reap ROI-based benefits like automated reporting on web traffic, keyword recommendations for optimized organic search, and accurate predictions on customers’ purchases.
In fact, 76% of companies that have implemented AI into their marketing have generated ROI within a year. A PwC survey reported 54% of U.S.-based companies have accelerated their AI adoption plans. Needless to say, the businesses who have utilized AI are experiencing a tremendous impact on their bottom line.
If you want to stay ahead of the curve and expedite growth, you’ll need AI.
Years ago, AR technology seemed to be a pipe dream, or an invention that was featured in movies like Back to the Future. Now, they are a realistic tool for marketers.
ARtillery’s forecast reports that consumer and enterprise AR global head-worn revenue will grow from $1.6 billion in 2020 to almost $18 billion by 2025:
Source: ARtillery Intelligence
Mobile AR global revenue is expected to rise from $ 6.8 billion to $26 billion by 2025. That’s almost a 4x growth rate!
As AR continues to evolve, marketers can implement them to create more compelling campaigns to drive stronger results and engagement. AR apps like IKEA Place and Pokémon Go give us a taste of what we’ll see in 2022 as marketers revolutionize their strategies to keep up with changing market demands.
This approach is fantastic for brands to showcase their products whilst embracing their unique brand style and voice.
Source: Matellio
Personalization is another trend that will continue to grow in 2022. As our customer’s preferences and habits change, so do our channels of marketing to them. If you want to engage with them in impactful ways, you need to personalize your messages to your respective audience group. That means that your videos, articles, podcasts, gamified content, emails, posts, ad copy, etc. have to resonate with them.
Now, I’m sure this isn’t news to you, but personalized messages often bring back better conversion rates, visitor, engagements, and customer experience. In fact, SmartHQ states that 72% of shoppers act on marketing messages that are customized to their interests.
If you want some great examples of personalization, take a look at Netflix, Hulu, Spotify, and Amazon. It’s no secret that these companies are famously known for their powerful AI and personalization experience. Some other notable companies include:
Cadbury created a personalized video campaign that matches their Dairy Milk flavor with users based on data from their Facebook profile. The campaign ended up generating a 65% click-through rate and a 33.6% conversion rate.
Nike has their own 3D sneaker customization platform, where customers can build custom shoes that are meant to fit their feet and style perfectly. Their personalized NikePlus loyalty program provides personalized benefits and product recommendations.
Consumers are becoming more intrigued by high-quality content that is either entertaining, educational, or helpful. To put it simply, people expect to be edutained. In a world that’s saturated with so much noise, people are looking for content that is unique and genuine.
That’s how you can stay ahead of your competition. Edutaining content is meant to educate and entertain consumers at the same time. Through edutainment, marketers can utilize them for stronger SEO and engagement. For example, adding quizzes, games, and other interactive content to your blog posts will make things more interesting for your audience.
Source: L’Oréal Paris UK & Ireland
L’Oréal Paris has been the market innovator in the makeup industry, but their interactive Signature Faces marketing strategy really takes the cake. The campaign features AR and artificially intelligent filters to allow users to test out different shades of lipstick, all within the safety of your home.
L’Oréal demonstrates how they understand their consumers’ needs and how they put them first. Not only did they dazzle their customers, but they also made things very practical.
Source: Seed
Seed Probiotics is a microbial sciences company that aims to improve human health by using probiotics. Their strategy of edutaining their audience is brilliant because they leverage Instagram to connect with followers and share valuable content.
While edutainment is not a new term, it’s becoming more apparent that marketers need to create content that both charms and educates them.
With the rise of smart home devices such as Alexa and Google Home, voice searches are becoming increasingly popular. The convenience of getting quick answers by voice is becoming more appealing to consumers. I can attest to that–Google Home is my best friend for all random, midnight questions.
Still unsure about voice search? Here are some important data that’ll change your mind:
With voice search growing exponentially, more companies will begin to produce audio content for continual brand awareness growth, with ads being the next in line. What does this mean? Alexa will answer your questions with a “word from her sponsor”. Kind of sounds like every YouTuber, huh?
At the end of the day, voice search won’t be just another channel where brands can force messaging down their consumers’ throats. Instead, savvy marketers must develop their own unique approach to customer interaction. Leveraging this channel will prove to make a more connected brand experience for all.
We’re no strangers to video. From the moment we wake up and check our phones, we’re instantly either watching TikTok or scrolling through Instagram reels. Video has been woven into the very fabric of our lives and they’ll remain popular for the next 10 years.
A Biteable survey reports that 60% of businesses use video as a marketing tool, while 74% say video has a better ROI than static images. It’s clear from these few findings that video, when done right, is what makes your marketing unique, relatable, engaging, and memorable.
The beautiful part of what makes video marketing effective is that there are many ways that you can integrate it into your 2022 marketing strategy. For example, you can start a live broadcast on Facebook or Instagram, stream live on Twitch or YouTube, schedule out reels and TikToks, etc.
Check out these brands that are doing a great job with video marketing:
Not only is video marketing versatile for any marketer in any industry, it is also a useful channel in which you can repurpose and republish. If you’re stumped over what your video will be about, you can try taking a blog post and transforming it into a video.
Another approach you can take is stripping the audio from your video and using it for a podcast. This leads perfectly into my next point.
Podcasts are a great way for marketers to produce edutaining content, as well as give advertisers a platform to promote their products in a unique way. Marketers that have their finger on the pulse will understand that podcasts will increasingly become more popular as the years go by. Currently, a total of 383.7 million people listen to podcasts monthly. In 2022, listenership will surge to 424.2 million.
Source: eMarketer
With those numbers in mind, imagine jumping onto the podcast train by preparing to implement it in your 2022 marketing strategy. Now, I’m not saying that you need to immediately start a whole new podcast–though it’s your prerogative to do so–, but you can start by engaging the right podcaster to promote your products to your target audience.
Perhaps your product focuses on skincare and you’d like to increase your brand awareness. A great way you can reach your target audience is by sponsoring and partnering with a known podcaster.
Some examples of brands partnering with podcasters:
My prediction? This is a viable option for business to consider implementing. My advice? Savvy marketers should get started on this in 2022.
Like I mentioned earlier, leveraging interactive content is an effective tool in engaging with your audience. By 2022, we’ll see a dramatic shift from text-based content toward more dynamic, engaging content that offers consumers a unique and immersive experience. Interactive content includes:
Here are some examples of great interactive content:
Airbnb’s Design Personality Quiz
Source: Airbnb’s Design Personality Quiz
Spotify’s Mood Quiz
Source: Spotify’s Mood Quiz
Clinique’s Foundation Finder
Source: Clinique Foundation Finder
IBM’s Industry City
Source: IBM Industry City
When you integrate interactive content into your marketing strategy, you’ll be able to curate a more unique customer experience that will make them feel more connected to you as a brand.
Digital Marketing will continue to evolve. The most exciting part is that you can be ahead of the curve and set the tone as a market leader. With the right tools and industry knowledge, you’ll know what is trending and how you can implement them into your strategies. Being a marketer is never easy–especially when we have unexpected challenges like the pandemic–but it’s certainly never boring.
Let us know if these insights have helped you. If you’re looking for ways to integrate these trends into your strategies and need some help achieving them quickly, get in touch with us! We’d love to see how we can work together.
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