Top 10 Digital Marketing Trends
With each passing year, digital marketing becomes more complex. In addition to the basics of SEO, PPC, branding, and UX, marketers must now juggle emerging social channels and evolving regulations, as well as content, automation, and personalization.
As we look ahead to what to expect in the new year, we asked 30 marketers the most important strategies they’re using this year to grow their reach, increase awareness, and maximize revenue.
Here are the top 10 digital marketing trends for 2022 that it boils down to.
Digital Marketing Trends to Watch in 2022
The first three trends are more urgent as they may not yet be viable for your business, but they show where we are headed. So while you won’t be creating $600,000 NFT gifs, you should still follow them. In addition, the reasons behind these trends can help you understand the methods of the strategies you are using now.
So we’re not referring to [exactly] Facebook here. Metaverse refers to the virtual worlds of augmented reality, virtual reality, 3D holographic avatars, and video — not just one-off experiences like games, but persistent environments in which people work, play and socialize.
Per Patrick Casey, director of growth marketing for digital health brand Felix Health, said Metaverse has been getting so much attention lately for good reason — brands should consider the virtual space as part of their 2022 marketing strategy.
This is partly because it has the potential to offer a whole new set of performance metrics.
“Marketers will be able to experiment with how long virtual objects are held, how much space they occupy in a user’s peripheral vision, and even where a user is looking when they experience an ad,” he said.
“These insights have the potential to completely remap your audience to your audience. understanding and providing valuable direction for moving forward.”
Kent Lewis, president of digital marketing agency Anvil Media, agrees that many brands will venture into the virtual world in 2022, and even though consumers “may take a few years to pay attention to the virtual world,” brands can still benefit from a first-mover advantage.
Non-Fungible Tokens (NFTs)
Zach Passarella, director of marketing for nutraceutical brand Supplement, added that in addition to figuring out where brands fit in the virtual world, they must experiment more with blockchain technology in preparation for Web 3.0 — the next evolution of the web will be more decentralized. Manufacturing partner.
“The preparation will pay off shortly when the network becomes more of these areas after 2022,” he said.
One trending aspect of blockchain is non-fungible tokens (NFTs). Irreplaceable means that it cannot be exchanged for something of equal value because it has no equivalent. For example, the dollar is fungible.
You can exchange a $100 bill for five $20 bills. But you can’t trade your grandmother’s wedding ring — which is irreplaceable — for anything of equal value, because there’s an authenticity factor.
NFTs are irreplaceable digital versions – uniquely created digital assets such as animations, graphic designs, GIFs, audio/video files, or memes – that exist on the blockchain.
With brands such as Campbell’s, Charmin, and Coca-Cola releasing NFT collectibles last year, Jeff Mains, CEO of consulting firm Champion Leadership Group, points out that now is a good time for other brands to figure out how to leverage these digital assets Digital Marketing Trends 2022 – Charmin NFT
Also, as brands like Adidas start to work with NFT series like Bored Ape Yacht Club, Faizan Fahim, marketing manager of cloud hosting platform Breeze.io, points out that we can expect more partnerships — even brands starting to sell or give away their Owning NFTs as a way to build community among clients.
Likewise, we will continue to see a surge in cryptocurrencies in 2022, and savvy marketers will be keeping a close eye on this decentralized finance trend.
While still only used by a niche audience in the U.S., accepting cryptocurrencies now could help brands attract new customers — but only if the demographics are right, said Andrea Chapman, marketing manager at cannabis website Nature and Bloom.
“In payments, for example, cryptocurrencies are driving big changes associated with the biggest processors like Visa, PayPal, and MasterCard,” added Shaun Heng, vice president of growth and operations at price-tracking site CoinMarketCap.
Customer interaction has a significant impact, and marketers will be eager to align with the potential to expand population reach.”
Both trends should come as no surprise to you. Most likely you are already doing something along these lines and you should continue.
Zero-sum first-party data
Marketers still have a year to go before Google phases out third-party cookies, which means 2022 will be the most important year for data and privacy.
“A lot of really good marketers still don’t realize that your audience is owned by Facebook, Twitter, Instagram, or any other social media network you use,” helping job candidates create resumes and cover letters. “You can’t control them. That’s why 2022 should be the year you start having an audience.”
This means brands must integrate data collection methods that prioritize consumer privacy.
“Make sure your events in 2022 help you create first-party data so you don’t have to rely too much on other people’s data,” said Dan Close, CEO of Kentucky real estate business We Buy Houses.
Options include email, newsletters, social media, and CRM tools.
Michelle Ebbin, the founder of clothing brand Jettproof, said zero-party data or data provided directly by consumers through online interactions such as surveys are also important.
Justin Smith, CEO of the digital agency OuterBox, said: “While it takes more effort up front, the data marketers can collect directly from consumers can be used to create more personalized and tailored Play a huge role in marketing activities.”
In addition, brands must ensure their agencies “have a clear ad placement and measurement plan after moving [away from third-party cookies],” Close added.
Marketers can also experiment with Google’s privacy sandbox to find new ways to access consumer information without compromising privacy, Ebbin said.
Supply chain buffers
The 2021 holiday season may be over, but headlines continue to focus on supply chain bottlenecks and their negative impact on customer experience.
That’s why Chelsea Cohen, co-founder of Amazon’s inventory management platform SoStocked, recommends aligning marketing goals with inventory capacity.
Additionally, brands will benefit from maintaining buffer stocks for 30 days.
“Your buffer stock or spare stock protects you from out-of-stocks during unexpected upsells,” adds Cohen. “It ensures that there is always enough product to meet shipping deadlines, so customers don’t have to wait extra time to place an order when restocking.”
In 2021, retailers from Walmart to Saks experimented with social commerce on platforms like TikTok and Instagram. This will also continue in 2022 as brands seek to shorten the distance from discovery to conversion.
“It gives marketers a whole new way to present their products to potential customers,” said Steve Pogson, head of the e-commerce strategy at e-commerce company FirstPier.
But this 2022 marketing trend isn’t limited to big brands.
Clean skincare brand Plant Mother saw a 100% increase in revenue and a 1,280% increase in referral traffic after launching its Instagram store in November 2021, according to CEO Jena Joyce.
Digital Marketing Trends for 2022 – Instagram Shop
“As a new brand that couldn’t compete with the big beauty companies with huge advertising budgets, Instagram Shopping proved to be a lucrative alternative to paid advertising,” she said.…especially shopping life
Live commerce also offers great potential.
Rob Illidge, CEO of social media agency the Social Republic, noted that consumers watch the live video three times as long as pre-recorded visual content, which is part of the reason why so many platforms are driving a space he estimates is worth $70 billion.
Live streaming has also gotten a boost from the pandemic by offering a safe alternative to in-store shopping.
According to Moriarty’s Gem Art marketing manager Jeff Moriarty, in 2021 the jewelry brand will begin producing shoppable Facebook and YouTube live videos that allow viewers to see products, ask questions, and, of course, buy items.
“We now have about 1,500+ viewers watching our show every time,” he said. “Not only has it helped keep in touch with our customers through social media and YouTube, but it has also generated a lot of sales for our business.”
In fact, in November 2021 alone, Moriarty made $30,000 from his live show.
While content marketing has long been a cornerstone of digital marketing, 2022 will be the year marketers embrace simplicity and clarity.
“The internet is now flooded with content,” said Hilda Wong, founder of content agency Content Dog. “Your customers have a long list of content to choose from, and your content needs to stand out in the first place to get noticed.”
How do brands do this? Hint: they don’t need a lot of flashy prose.
“You need to keep the content clear,” she added. “It doesn’t have to be complicated. It needs to be understandable. Clear content will allow you to have a more effective impact.”
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.”
Sustainability and DEI
Brand value has become increasingly important to consumers in recent years, and that will continue in 2022.
Per Laurel Mintz, CEO of marketing agency Elevate My Brand, this includes being transparent about sustainability (green marketing tips here) and DEI’s work in brand messaging.
Digital Marketing Trends 2022 – Google Trends Results for Sustainable Brands
“As a result, core values need to permeate every level of the company to appear legitimate and have a real impact,” she said.
It can even work with nonprofits. David Bitton, chief marketing officer at rental management platform DoorLoop, said brands can grow their customer base and make a positive impact by partnering with relevant nonprofits.
“It’s a win-win situation where you can make a significant contribution to humanitarian work while enhancing your brand and impact,” he said. “However, it’s not enough to just express your support for a particular NGO… Consider affiliate marketing, giving a portion of your income or profits to organizations and companies as part of your marketing strategy.”
Talyah Regusters, assistant account manager at digital marketing firm LMR Marketing, points out that Google’s 2021 search report shows interest in “how to protect,” “impacts of climate change,” and “sustainability” at all-time highs.
“If your company or product can solve these problems, then 2022 is the time to be proud to own it,” she said.
Research shows that consumers are willing to vote with their wallets and turn to brands that reflect their values. Or, as Kevin Froehlich, paid media manager at Duckpin Agency, puts it, “what companies believe has become as important as what companies do
He pointed to LEGO’s recent donation to the German Red Cross to help build kindergartens and family assistance centers in flood-stricken areas in Germany. “It’s great to know that all my unabashed toy spending is helping make the world a better place,” he added.
In 2021, we’ll see unisex clothing releases from brands like Old Navy and Pacific Sunwear. This inclusivity trend is continuing.
Digital Marketing Trends for 2022 – Neutral Products
Damien Buxton, managing director of web design firm Midas Creative, expects to see more brands eschew traditional gender roles in their marketing efforts to prevent alienating any customers.
“The dynamics of families and people have changed and continue to change,” he said. “Marketing will become more gender neutral and less focused on preconceived ideas about what gender an individual is and what they should see.”
Stewart McGrenary, director of mobile recycling comparison site Freedom Mobiles, agrees that with an increasingly diverse population, it is now critical that “brands truly reflect a range of contexts in their marketing messages”.
Nathalie Walton, CEO of health app Expectful, added that this is partly because showing customers others who look and live similar to them helps consumers feel represented and therefore attracted to the brand.
We can also expect to see the accessibility of more brands, such as department store JCPenney, which last year released an inclusive children’s clothing line, including clothing designed for children with disabilities.
2022 Digital Marketing Trends – Adaptive Clothing Collections
Svetlana Kuznetsova, a consultant who works with businesses to improve accessibility strategies, points out that there are nearly 2 billion people with disabilities worldwide and $1.9 trillion in disposable income.
“If our needs are ignored, businesses will lose not only us but our families, friends, and colleagues, who make up an additional 3.4 billion potential customers,” she said. “We collectively control $13 trillion.”
Carter Seuthe, CEO of Credit Summit Payday Loan Consolidation, agrees to push for accessibility “to grow your audience and give them access to people who wouldn’t normally consider your products.”
Some of these trends may be easier for your business to catch than others. In some cases, you can keep an eye on them as general indications—but remember, the sooner you act, the better. Your strategy for this year should always keep in mind the years ahead!
To recap, the key digital marketing trends for 2022 are:
- non-fungible token
- Zero data and first-party data
- supply chain buffer
- Social and Live Commerce
- simple content
- Sustainability and Diversity, Equity and Inclusion (DEI)
- gender neutral