As years go by, digital marketing evolves. What was once SEO, PPC, branding and UX has expanded to include emerging social media platforms and today’s regulatory environment. And in order for marketers to stay relevant there are new skills needed like content creation automation or personalization – all while keeping up with the latest trends.
When looking forward to what this new year will bring, we decided to ask 30 marketers about the strategies they’re currently implementing in order to reach a broader audience, increase their brand recognition, and make more money.
Here are the top 10 digital marketing trends for 2022 that it boils down to.
Digital Marketing Trends to Watch in 2022
While the first three trends below will not impact your company just yet, it is important to keep tabs on them. The main reason behind these changes – understanding new techniques in what you do now – will help clarify how far innovation has come even if it doesn’t directly impact your business at this time.
1. The Metaverse
So when we say metaverse, that doesn’t just refer to facebook–it includes augmented reality, virtual reality, 3D holographic avatars, and video–not just single-use experiences like games, but persistent environments where people can go around and do things such as work or socialize.
Per Patrick Casey, who currently serves as the Director of Growth Marketing for Digital Health Brand Felix Health believes that it would be wise for brands to start thinking about virtual reality when creating their 2022 marketing strategy.
One of the reasons for this is that it can provide a new set of performance measurements.
Marketers will be able to play around with how long virtual objects take up in someone’s peripheral vision, where a person looks when experiencing an ad, and even how many times that object occupies someone’s attention span during the course of exposure, he stated.
The information you found has the power to radically change how people view your brand. You will finally be able to understand where your company needs to go, what steps it needs to take in order for you to succeed.
Several companies are expected to enter the virtual world by 2022, according to Kent Lewis, president of Anvil Media. Though consumers may take a few years to tune into it, he says Brands can still reap advantages from being early entrants.
2. Non-Fungible Tokens (NFTs)
Zach Passarella, the director of marketing for Nutraceutical Supplements, commented that in addition to determining where brands can succeed in the virtual world, they must also experiment more with blockchain technology in preparation for Web 3.0 – which is going to be less centralized than it currently is – coming up next.
He said, The preparation will pay off in the short-term when there are more areas of this type coming online soon.
Non-fungible tokens are one popular use of blockchain technology. The term irreplaceable means that it cannot be replaced or exchanged for something else of equal value since it does not have an equivalent. For example, a dollar is fungible but a specific painting is not.
You could trade a $100 bill for five $20 bills, but you couldn’t trade your irreplaceable grandmother’s wedding ring for anything of equal value because it has a high authenticity factor.
Non-fungible tokens are complex digital versions that can’t be replaced digitally – such as an animation, graphic design, GIF, audio/video file, or meme. These valuable pieces of data live securely on the blockchain.
In light of popular brands like Charmin and Coca-Cola releasing NFT collectibles last year, Jeff Mains, CEO of Champion Leadership Group, believes other companies should investigate how they can utilize these digital assets. Digital Marketing Trends 2022 – Charmin.
Not only are there already brands like Adidas who have started working with NFT series like Bored Ape Yacht Club, but we can also see how these partnerships will only increase. Brands will start selling or giving away their own NFTs as a way to gain customers for themselves – creating an even stronger sense of community.
Likewise, we can expect to see an increase in cryptocurrencies in 2022 and it would behoove marketers to keep tabs on this emerging form of finance.
Businesses that accept cryptocurrency as payment now may gain new customers if they market to the correct demographic, according to Nature and Bloom Marketing Manager Andrea Chapman.
Price tracking site CoinMarketCap’s Vice President of Growth and Operations Shaun Heng said that cryptos are driving major changes in payment systems like Visa, PayPal, and MasterCard.
Customer engagement has an enormous effect on those who are marketing, and marketers are eager to align themselves with the potential of expanding their population reach.
Neither of these trends should surprise you, as they go without saying. You are probably already engaged in activities of this sort, and should keep it up!
4. Zero-sum first-party data
Marketers still have one year left before Google phases out third-party cookies, meaning that 2022 will be the most crucial of years when it comes to data and privacy.
A lot of those who are good at marketing don’t even realize that your target audience belongs to Facebook, Twitter, Instagram- or any other social media platform you use. It is for this reason that 2022 should be the year of our active voice.
Brands must take steps to protect consumers’ privacy when it comes to data collection.
You need to start laying the groundwork for 2022 right now, said Dan Close, CEO of Kentucky real estate business We Buy Houses. Start developing your first-party data so you won’t have to depend on other people’s data as much.
Options include emailing, sending newsletters, updating social media accounts, and using customer relationship management (CRM) tools.
Founder of clothing brand Jettproof Michelle Ebbin stressed the importance of zero-party data or data directly supplied by consumers through online interactions, such as surveys.
Justin Smith, CEO of the high-tech company OuterBox said It takes a lot more work at first but data collected from consumers themselves can be used to create more personalized and tailor-made advertising which leads to better marketing.
As well, brands need to make sure their agencies are equipped with a clear placement and measurement plan after removing third-party cookies.
Marketers may also experiment with Google’s privacy sandbox to explore new ways of accessing data without risking consumers’ privacy, Ebbin said.
5. Supply chain buffers
It may seem like it was an eternity ago, but the headlines still linger about how supply chain bottlenecks are causing bad customer experiences during this busy time of year.
According to Chelsea Cohen, co-founder of Amazon’s inventory management platform SoStocked, marketing goals should be aligned with storage capacity.
Additionally, brands will reap the benefits of maintaining buffer stocks for thirty days.
You can avoid unexpected upsales by keeping buffer stock, according to Cohen. Customers don’t have to wait too long for their orders when restocking because there is always enough product available to meet shipping deadlines.
6. Social Commerce
In 2021, many retailers like Walmart to Saks found success in experimenting with social commerce on platforms such as TikTok and Instagram. They’ve continued this trend into 2022 with the goal of shortening the distances between discovery and conversion rates for brands who want to succeed.
E-commerce company FirstPier has found a new way to advertise its products and appeal to consumers, according to Steven Pogson, the company’s Head of E-Commerce Strategy.
But this 2022 trend for marketing isn’t just for big brands;
Clean skincare brand Plant Mother saw an incredible increase in both revenue and new customer acquisition rates after it launched its Instagram store back in November of 2021.
Digital Marketing Trends for 2022 – Instagram Shop
As a new brand competing against the big name brands who can afford to advertise everywhere, Instagram proved to be one of our most successful sources for advertisement. Especially when it came to social media and fashion, Facebook just wasn’t enough for her company anymore.
Live commerce also offers great potential.
Rob Illidge, CEO of social media agency the Social Republic, said consumers watch live videos for an average of three times longer than pre-recorded content which is one of the reasons why so many platforms are investing heavily in this sector he estimates to be worth around $70 billion.
Live streaming has also been given an increase in popularity due to the fear of going into stores during the pandemic.
The jewelry company will begin producing shoppable Facebook and YouTube videos in 2021 that will enable viewers to view products, ask questions, and purchase them.
We’ve gained nearly 2,000 new followers on our YouTube page, he said. It’s not just helped keep in touch with existing customers; it has also generated a significant amount of revenue for our company.
By the time November 2021 came around, Moriarty had made a whopping $30,000 just from performing live shows.
7. Simple Content
In just two years, many marketers are looking forward to a future where there is less clutter and more clarity.
Nowadays, there are so many pieces of content on the Internet, quoted Hilda Wong, founder of Content Dog Agency. You must stand out among all this clutter if you want people to notice your content.
How do they make it work? Hint: They don’t need a lot of flash.
She advised me to make sure my content was simple and easy to comprehend so that it could reach a wider audience.
Tim Clarke, director of sales and marketing at SEOBlog.com, agrees that brands should focus on delivering meaningful experiences to users — they want simple content.
“By 2022, everything will be driven by algorithms, and brands should deliver the user experience their customers want, otherwise their content will become less relevant,” he said.
“The amount of information on the internet is huge, and it’s becoming more and more challenging to absorb all the data on offer. So, to stand out from the crowd, providing informative and straightforward content would be a no-brainer.”
8. Sustainability and DEI
It has been found that the values of brands have become increasingly important for consumers lately, which means this trend is likely to continue throughout 2022 as well. Laurel Mintz, CEO of marketing agency Elevate My Brand, says DEI’s brand messaging needs to reflect its sustainability efforts in order to keep up with consumer trends.
The Digital Marketing Trends 2022- Google Trends Results for Sustainable Brands
Nonprofits can also reap the benefits of partnerships. David Bitton, Chief Marketing Officer for DoorLoop, explains how brands can increase their customer base and goodwill by partnering with an appropriate nonprofit organization – like themselves!
It’s a win-win situation for everyone involved when someone puts forth effort into supporting humanitarian work and projects in order to increase their brand recognition and influence. One simple way to do this is through partnering with affiliate marketing programs which can donate 10% of profits back to non-profit organizations or causes.
Among the top searches on Google in 2021 were How to protect, Climate change impacts, and Sustainability, according to LMR Marketing’s Talyah Regusters, assistant account manager.
She said, The year 2022 will be a time of pride for any company whose product solves these problems.
Research suggests that people are now voting with their money and turning to brands which best represent themselves. A company’s beliefs are just as important as their actions, according to Kevin Froehlich, paid media manager at Duckpin Agency.
He nodded toward LEGO’s charitable efforts of building kindergartens and family assistance centers in areas ravaged by flooding in Germany. It’s nice to know that all of this unabashed toy buying is making the world a much better place, he added.
9. Gender neutral
In 2021, we will see gender-neutral clothes coming out of brands such as Old Navy and Pacific Sunwear. There will be a continuation of this trend of inclusiveness.
Digital Marketing Trends for 2022 – Neutral Products
Damien Buxton, head of Midas Creative’s web design department, predicts that brands will try to steer away from traditional gender roles in their marketing efforts.
It is evident that the dynamics of families and people have changed, and will continue to change, he said. Marketing strategies in the future will be less stereotyped about gender roles.
According to Stewart McGrenary, director of mobile recycling comparison site Freedom Mobiles, brands need to start reflecting the diversity of our population with their marketing messages or they will soon fall behind.
Nathalie Walton, CEO of an app called Expectful, said they want their customers to feel represented and thereby attracted to their products.
Children will have access to more clothing brands this year, such as department store JCPenney which last year launched a children’s clothing line -including clothes made for kids with disabilities.
2022 Digital Marketing Trends – Adaptive Clothing Collections
Svetlana Kuznetsova, a consultant for business who specializes in improving accessibility strategies for those with disabilities, points out that there are nearly 2 billion people living with disability worldwide and $1.9 trillion in disposable income.
When we’re not catered to, businesses will lose more than just me – they’ll also lose my family, friends, and colleagues, she said. Together we account for 3.4 billion people.
Carter Seuthe, the chief executive officer of Credit Summit Payday Loan Consolidation, agrees to make his company accessible in order to connect with new and different types of people.
Your business may be able to cope with some of these patterns more easily than others. In some cases, you might want to watch out for them as indicators – but remember, the earlier you act, the better off you’ll be. Make sure that your strategy for this year takes into account what’s next!
To recap, the key digital marketing trends for 2022 are:
- In the Metaverse
- The token is non-fungible
- First-party data and zero data
- Buffer for supply chain
- A social and live commerce model
- Content that is simple
- DEI (Diversity, Equity, and Inclusion)
- A gender-neutral perspective