As 2022 approaches, you are probably in the process of evaluating and budgeting for the coming year’s overall digital marketing strategy. There’s a lot to be considered — we’ve just navigated an unforeseen public health emergency that impacted industries, changed social norms, and compressed technological advances into months instead of years.
For many businesses, 2022 will be a time to clarify top priorities and identify the most effective ways to deliver their brand and product in ways that are new, innovative, and expansive.
For the digital marketing company, new technologies like AI and augmented reality will be increasingly present. They have been growing and developing in the digital marketing field for the last few years, however, they have taken on an accelerated significance as industries try to meet consumers’ revitalized expectations.
Let’s take a look at the top 10 digital marketing trends for 2022:
1. Data-Driven Technology
In the past, companies were challenged with how to educate consumers to adopt new technologies. Those times are over! Now, no matter a person’s age, they expect convenience based on advanced technology and will switch brand loyalty when it’s not available.
In 2022 and beyond, AI will be king! From Voice Search Engine Optimization (VSEO) to chatbots to natural language processing software, AI will create an ever-evolving environment where the customer now gets more than automated payments and an embedded YouTube video.
From a marketing perspective, AI will also be used to drive the following:
- Anticipate consumer behavior using predictive analytics and propensity modeling
- Improve UX with AI-driven chatbots
- Reduce cart abandonment
- AI-generated content will increase credibility with customers
- Measure performance from marketing campaigns
- Suggest targeted content automatically
- Reduce administrative tasks and save money
2. Innovative Searches
Yes, most of us have always relied on typing our requests into Google when searching the internet.
Today, however, more and more searches are happening through voice search – think Alexa, Suri, and Google Assistant. Alexa has over 30,000 skills, such as “Alexa, open DoorDash”, and it’s estimated that in 2021, 40% of people are using voice search at least once a day both at home and on the go.
Other innovative search options are Visual Search by Image on Google and Lens by Pinterest where you literally point your smartphone camera at something, and the visual search will give you results of similar items. Pinterest has even incorporated a Shop function where you can instantly purchase the item or items you find.
3. Video Marketing
We know – this isn’t new. But it turns out video marketing has been very effective and will continue to grow over the next five to 10 years. Today, over 70% of consumers have shared a brand’s video and over 50% say that their confidence in online purchase decisions is bolstered after watching a product video.
In fact, Google understands that sites with video are more compelling and will push them higher in the search results.
Whether you want to create product release videos, customer testimonials, or podcasts, there are customizable templates available from a variety of sites to produce professional, high-quality, HTML-ready videos from Android- or iOS-generated content. Most sites will also provide you with a transcribed text version that you can post as well.
4. Predictive Modeling and Augmented Analytics
In data-driven marketing, predictive modeling and augmented analytics are leveraged to anticipate consumer behavior and guide marketing efforts. Used effectively, it can be a terrific way to stay ahead of consumer trends and increase competitiveness.
A good example of the statistical modeling that takes place in the marketing field is the Amazon Assistant, an extension on Chrome, that allows Amazon to make recommendations based on what you are currently searching for or viewing online. Amazon in effect circumvents purchases from other retailers by presenting their goods and prices simultaneously.
In addition, it is also used to notify someone of an impending delivery or other Prime-related information.
Reaching more than 2.3 billion consumers by 2023, geofencing technology is a location-based service that allows companies to send targeted messages to people who enter their “fenced” area. It can be through text, email, social media, or an app.
It has been used for everything from Waze featuring gas stations to Burger King trolling McDonald’s. And more than 50% of consumers who have received a geofence alert have actually acted on it – not bad odds!
6. Augmented Reality
Using digital marketing services to great effect, augmented reality is being used by a number of companies to create a user experience that is memorable. It allows the customer to check out the product from the comfort of … wherever they are.
Tailor-made for pandemic America, the customer can upload a picture of themselves or their surroundings and then “try on” different looks without going into a store. Some memorable examples include:
- Sephora’s Virtual Artist – once you upload your picture, you can try on hundreds of different products in a variety of colors. You can even star in your own tutorials that you can download and post elsewhere (with the Sephora logo of course). Genius!
- Warby Parker – try on eyeglasses until you find the exact pair that works with your features and coloring. If you find a couple of styles you like, the company will ship up to five pairs for free to try on before you commit. You can even download your eye prescription and have your pupils measured for the perfect fit without ever stepping into an eyeglass shop.
- IKEA – Not sure how that chair will look in your living room? Upload a picture of your space to the IKEA app and then browse their IKEA curated collections to find the perfect solution for furniture, rugs, artwork, etc.
7. Omnichannel Commerce Plus Shoppable Posts
We’ve heard a lot about omnichannel commerce solutions over the last couple of years. Well, it’s still relevant and is now even more so with shoppable post options joining the multichannel marketing approach. Companies large and small can focus on reaching customers through every avenue from social media to a brick-and-mortar store.
With online options growing even more desirable over the past year, Instagram and Shoppable.com as just two of several social media sites where you can shop directly on feeds that have tagged products available. This creates an additional avenue to reach consumers, allowing them to make a purchase a simple click away from the picture that first caught their attention.
8. Content Marketing
Today, 88% of B2B companies say that marketing authoritative content gives their audience the view that their company is a credible and trustworthy source. With both businesses and consumers being bombarded with advertising 24/7, providing helpful, educational information about a subject that interests them is a great way to build loyalty and keep them returning to your site.
When developing a content marketing strategy in digital marketing, remember to include:
- Content that uses Google’s E-A-T Philosophy: Expertise, Authority, Trustworthiness
- Semantic keyword research that brings in similar terms to support your main unique keyword or phrase.
- Use A/B Testing – you don’t want to set your SEO and forget it. Try A/B Testing on Title Tags and Meta Descriptions to learn what works best and what gets your target audience to respond.
9. Personalized Advertising
In digital marketing services, 90% of consumers say that they appreciate targeted advertising based on their individual search habits. Personalized advertising will continue to be a digital marketing trend in 2022 and beyond.
10. Social Messaging Apps
With one of the largest captive audiences available, social messaging apps should be a part of any digital marketing strategy. WhatsApp reaches over 2 billion people per month and overtook Facebook Messenger in popularity in April 2021. But don’t worry, Facebook Messenger still has a monthly reach of over 1.3 billion.
With worldwide numbers like that, you can’t ignore the opportunity to market to people using social messaging apps. However, be sure to understand each app’s reach and target audience.
Following a long stay-at-home period, consumers have reset their expectations and the way they engage with retailers and business providers. Vast changes within service delivery models and technology provide an excellent opportunity that can be used to your advantage.
Take the time to understand the digital marketing trends you can expect in 2022 — they are the keys to your success.
Source: Lounge Lizard