Digital Marketing Trends You Need to Know in 2022
2021 presented many changes to the world of digital marketing. During a massive shift in online retail brought on by the pandemic, for some businesses, digital sales were their only form of commerce. Consumers and businesses alike prioritized convenience, consistency, and quality which is a constant that is bound to remain in the new year. 2022 promises only more shifts, pivots, and launches towards these top 10 trends in digital marketing:
Mobile-first Marketing is a Must
Mobile-first marketing continues to be the top digital marketing trend in 2022. Although many marketers interpret the term to mean mobile apps and responsive websites, that’s just the tip of the iceberg. A solid mobile-first marketing strategy entails everything from push notifications to the checkout process. The customer journey is critical, so measurements like how easy it is to leave feedback or make a purchase without leaving the site will determine the likelihood of a conversion. The goal with mobile marketing continues to be reducing churn and maintaining engagement. The customer’s onboarding experience often depends on the format of communication. As we will discuss below, consumers prefer visually stimulating forms of communication,
Video is Now Cornerstone Content
Cornerstone content refers to the most important core of information a customer will receive from your website, social media, or email campaigns. Forbes argues that video will continue to grow as the centerpiece of content marketing in 2022, and rightfully so. 72% of people report preferring video over text when learning about new products or services, and a video that is short, sweet, and to the point is even better. 68% of consumers report fully watching entertaining, yet informative content served from brands.
Embrace First-Party Data
Digital marketers have a little over a year to embrace this trend. With the depreciation of third-party cookie data brought on by the global concern of consumer privacy, first-party data is going to require a certain skill to implement. First-party data is all data gained from the website a user is actually visiting. This can be manually entered or it can be data stored from product purchases, customer service interactions, social media, and more. Using first-party data shifts a marketing strategy from prospecting clients to developing deeper relationships with existing and likely customers. It requires an omnichannel approach that should prioritize a variety of strategies based on each channel.
Social Strategies Must Differ to Become Effective
This brings us to our next topic. The start to your 2022 should involve a thorough understanding of what is and isn’t working for your social strategy on each channel that is relevant to your business. In the past, influencer marketing was the go-to strategy for many businesses who required a specific demographic to expand their brand awareness. People have since become more skeptical about influencer marketing and the effectiveness of endorsements. For some, it’s been more beneficial to analyze your brand’s reputation by using social listening and building loyalty from there. Reputation management services provided by many digital marketing agencies remain relevant for this reason; however, differing strategies based on each social platform is still your biggest bet. Here are a few key takeaways to remember in 2022:
- Facebook and YouTube are both prime platforms for ads due in part to their high-earning user bases.
- The top social platforms amongst Millennials and GenZ are Instagram, TikTok, and YouTube signaling a need for bold, eye-popping content with a solid, share-worthy storyline.
- Women dominate the consumer base on apps like Pinterest and Etsy.
- LinkedIn’s user base is well-educated and are looking to capitalize on it. Industry-specific content with niche insights should be shared here.
Digital Storytelling Separates Amateurs from Pros
The art of storytelling has always been the foundation of which marketing survives. This is no different in 2022, but experts suggest that without this skill, it will be hard for agencies to keep up. Digital storytelling accompanied by innovative video is one of the quickest and most effective ways to transform a viewer into an audience member. While many companies struggle to leverage this skill set by dedicating their personal platforms to in-house objectives, agencies who help their clients find success within their digital storytelling services will come out on top. Leveraging persuasive storytelling allows your digital content to create value and relatability rather than just producing content for content’s sake.
Say Goodbye to Discount Marketing
While the truth remains that everyone loves to see these four words while shopping, the best things in life aren’t always free. Brands have slowly moved away from their reliance on using steep discounts to acquire new customers and instead identify opportunities to offer value through their products and services and the roles they play in customer’s lives. So, welcome the idea of enriching your customers’ experience in 2022, and say goodbye to gimmicky pitches. Replace blanket discounts that don’t keep customers returning with unique offerings based on what you might already know about your shoppers.
Privacy is Still Important
The “War on Data” is a response to a variety of circumstances – consumers’ right to privacy being breached, data as a digital asset gaining resourcefulness, and the role of the U.S. government to maintain congressional law and prohibit monopoly. Many of us recall the hefty $5 billion fine imposed by the Federal Trade Commission on Facebook in 2019 due to its privacy violations. As consumers demand more privacy measures take place, marketers will need to adjust to the loss of access to certain data, but businesses will also need to adjust. Scale your business with privacy in mind by following these tips.
The Evolution of AI Continues
It’s safe to say that Artificial Intelligence (AI) will continue to play a huge role in digital marketing in 2022. For example, take a look at how the relationship between search and targeted marketing has evolved over the past 5 years. As consumers, the bulk of our search has become more and more surface level and precise. Most research needed to make an executive purchasing decision is now either handed to us or the product itself is served through an ad that gives us the additional insight needed within a matter of days. Less and less, we have had to put in the leg work needed to acquire goods. This is due to AI.
Digital marketers often have first-hand insights over how AI will eventually affect e-commerce and our economy as a whole. Secondly, businesses act as guinea pigs to ensure the investment is worth it. Nearly 55% of companies report that by implementing AI strategies, their marketing efforts have improved. Some applications include:
- Personalized Web Browsing
- Dynamic Pricing
- Predictive analysis
- Email marketing
Local SEO Remains Relevant
Consumers and businesses alike still enjoy free access to these critical digital marketing goods. Obtaining a certified Local SEO listing like Google My Business, Apple Maps, Bing, or Yelp is not a trend that will fade in 2022. GMB is a free, easy-to-use tool for businesses to manage their online presence and for consumers to quickly and easily locate businesses near them. If you have a local business whether it’s a restaurant, HVAC, or nail studio, having the above mentioned listings is paramount.
Practical-Use Augmented Reality
We may have all witnessed the unveiling of Mark Zuckerberg’s Metaverse in late 2021, but the practicality of augmented reality (AR) has clearly not caught up to his vision. This doesn’t mean that practical AR usage won’t continue to evolve in 2022. The use of digital visual elements, sound, and other sensory stimuli can be helpful and informative when applied to the real world. Take IKEA’s AR app for example. By uploading a photo of your space, you can view virtual, true-to-scale 3d model furnishings to help make a more distinct assessment. Whether or not AR leads to an increase in conversions is still to be determined, but as software developers continue to bridge the gap between 3D and real life applications for augmented reality, the possibilities remain endless.
Work with Us | Data Street Marketing | Digital Marketing Agency in Jackson, MS
Your digital marketing agency should know what trends are emerging in 2022 and which to prioritize for your business goals. If this isn’t the case for you, there’s always room to grow with an agency like Data Street Marketing, who remains in the know. Increase the speed of your company’s growth with smart strategies that work. Use these trends to establish more business, expand your offerings, or grow your customer base. Succeed with us this year by contacting Data Street Marketing today!