As 2022 has started, we need to set plans for the year and analyze where is this year headed? The uncertainty of the last 2 years is still present, but the world is moving towards with more stable pace. Therefore, we can plan things more freely and trust that external factors will not turn everything upside down. As we start the new year, we must ask how to use digital marketing to our advantage and make the best of it. In this article, we will share with you 7 digital marketing trends that are emerging in 2022.
1. Conversational Marketing
Conversational marketing refers to an approach in marketing that engages visitors through personalized messaging and real-time conversation. Instead of standardized forms, you should try to engage visitors in a dialogue and share desired information through conversation. This approach will give you an opportunity to build trust between you and potential consumers, provide information real-time and gather data.
Nowadays we expect to get information right away, therefore marketing must become more flexible and personalized to give us personalized information instantly. Therefore, conversational marketing is one of the major digital marketing trends in 2022.
2. Data is the key to success
Data has been a trend in digital marketing for quite some time. In 2022 data will be even more valuable but harder to gain. As privacy concerns among consumers increase, it is more challenging to get the data. On the other hand, consumers require personalized information. This presents a puzzle for digital marketers. Because on the one hand to make marketing techniques more efficient we need to get data, but on the other hand, getting the data is harder than ever.
In 2022, first-party cookies will lead the way. Google had announced the removal of third-party cookies and it is going to take place in 2023 according to the published timeline. Therefore, every company that heavily relies on third-party cookies for gathering data will need to change the approach and find other ways to get the information.
3. Video Marketing
We have been monitoring this trend for the past several years and we can confidently say that video marketing will be one of the major trends in 2022. With the rise of Tik-Tok and the implementation of Instagram Reels in 2020, the consumers have embraced short videos that deliver information quickly and efficiently. While in the beginning most of the companies didn’t take Tik-Tok seriously is had proved to be an effective marketing channel where everybody is trying to win the competition.
Photos simply do not provide as much information as videos, and they are not entertaining enough for the modern audience. You should invest your resources in video marketing in 2022 and create informative as well as engaging content.
4. Influencer Marketing
In 2022, influencer marketing will be one of the biggest trends and if you are not using it, you are missing out a lot. There are a lot of misconceptions regarding influencer marketing, especially among small businesses. First of all, influencer marketing does not mean that your product/service should be advertised or endorsed by someone who has hundreds of thousands of followers on social media.
You need to find a person that has trust among your potential customers and has a platform where they can share information. It is not necessary to look for influencers on Instagram or Tik-Tok. Pay more attention to personal blogs and LinkedIn. If you do influencer identification correctly, then you will discover a lot of options in this area.
LinkedIn is becoming bigger and more influential. If you are focusing on B2B, then LinkedIn is one of the best social media channels for you. Digital marketers now more than ever try to engage more potential customers via LinkedIn. While other social media channels have a lot of different types of advertisements and content, LinkedIn’s scope is very clear. The professional environment that is offered by LinkedIn can be effectively utilized in 2022.
6. Think about Search Intent
In 2022 analyze search intent to improve your content and SEO. By discovering the search intent, you will have a better understanding of your customers. In 2022 you should design your whole content based on search intent. This approach will help you come up with content that is genuinely interesting for your potential customers. Additionally, with search intent in mind, it will be easier for you to optimize your website and choose a format that suits not only your goals but users’ expectations.
7. Prioritize Privacy
Privacy is one of the biggest digital marketing trends in 2022 and believes us, it will be trendy in the upcoming years as well. We would advise you to not think about privacy as just a trend but a genuine concern that everybody shares nowadays. Protecting the privacy of the data you have collected should be a priority this year and you should make sure to tell your audience about it.
Keep in mind that privacy concerns will impact digital advertising performance in the future. As we have mentioned Google is planning to remove third-party cookies while Firefox and Opera have done so already. This and other privacy changes will make it more difficult for digital marketers to connect with different audiences. Remember that while these changes introduce a challenge, they also make digital marketing safer and more aware of consumer rights.
While it is crucial to know what the trends in digital marketing are, it is only half of the job done. It is up to you to use this information to your advantage. Especially, if you are running a small business, you have limited resources, hence you cannot test and invest in each trend. You need to carefully match your strategic goals with these trends. Do not follow trends only because of their trends, use them if it makes sense for your business and goals.