The digital marketing landscape changes every year, and some years have more notable trends than others. The year 2020 brought a series of new scenarios for the performance of companies on social networks. After all, the pandemic has increased the volume of people traveling through the relationship channels. As a result, many companies that had not yet implemented the digital transformation were forced to make quick adjustments to maintain their operations. All the changes brought about by this digital transformation have helped to reframe the way companies and customers relate. So everything indicates that this will become permanent and increasingly complex as early as 2022.
1. The Rise of Artificial Intelligence in Digital Marketing
AI is now used by many companies across all sectors, including retail, banking, healthcare, and more. AI is being used as an effective tool for marketing purposes too. Marketers can use AI in fun ways to predict audience behaviors such as: personalization, conversational experiences, predictive analysis, marketing operations, and dynamic pricing. AI not only automates basic tasks like reporting on website traffic but can also recommend keywords to optimize a company’s organic search ranking or even predict what customers are likely to buy in the future based on their past purchases and browsing history.
AI is revolutionizing the way marketers approach digital marketing, and businesses should consider using this technology as well.
2. Chatbots and Voice Assistants
A form of AI, chatbots and voice assistants operate on if/then logic for chats with your website visitors. Digital assistants like Google Assistant and Amazon’s Alexa are becoming more popular by the day. According to industry projections, the market value of voice-based shopping will reach 40 billion by 2022, and consumer spending via voice assistants is also projected to reach 18%.
Many businesses have started using chatbots to help automate customer service needs for better efficiency when handling customers’ inquiries on social media channels, email marketing, and other online platforms. These digital assistants provide quick answers to common questions and help you meet prospective or existing members quickly. They create an additional touchpoint for your audience while freeing up time for your staff by answering common questions automatically.
In 2022, businesses of all sizes need to have chatbots integrated into their digital marketing strategy to increase customer interactions on the web.
3. Content is king again – User Generated Content
As the name suggests, user-generated content (UGC) is content created by your customers and users. In 1996, Bill Gates predicted that the future would be one where the content would impact market success. Fast forward to 2021, and well, that “bold” prediction is clearer than broad daylight. Experts even project that the content marketing industry itself will reach over $107.5 billion in 2026. UGC can be one of the most diverse formats.
- Comments on the brand’s own posts,
- Text and video posts on users’ own social networks,
- Reviews on blogs and specialized publications,
- Evaluations on social networks and platforms such as Trip Advisor, Google reviews, Food Panda, among others.
UGC is one of the most authentic forms of digital word-of-mouth marketing. So it becomes a great way to make brands more accessible and relatable to your audience. It is proven that UGC far exceeds the content created by the brand. Therefore, it is essential to attract customers to not only generate your content but also market your products for you. Undeniably, this is a strategy that promises to be paramount among digital marketing trends for 2022.
4. Death of the cookie
With Google’s recent announcement, another predicted death—that of the third-party cookie—has been postponed (until 2023). But while the delay means that marketers need to wean themselves from 3P-cookies-based targeting strategies has become slightly less urgent, it is no less critical. Consumers are demanding greater privacy protections and control over their data, and marketers will need to adjust.
You could begin by increasing your efforts to gather and fully exploit first-party data—after all, first-party cookies aren’t going anywhere. Or you can use tools like Google’s Privacy Sandbox or FLoC (Federated Learning of Cohorts) to achieve personalization and consumer targeting without intruding on user privacy. Regardless, CRM tools, surveys, and interactive content will become increasingly instrumental to marketing success.
What are the next steps for your company in 2022?
All of these digital marketing trends for 2022 that we listed here are not a complete list. However, they are undoubtedly a great starting point for planning your 2022 strategy.
Most CMOs today could improve their chances just by shifting more resources to social media and local research. In addition, they can add more personalized and interactive content to their audience.
These top trends can help you increase traffic to your website, generate more leads and increase sales. In addition, they can at the same time provide the retention of your customer base achieved so far.
These trends are also essential to help you better understand what to expect in 2022, and also how they will impact the broader competitive landscape.
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