What’s hot for 2022: Top Marketing Trends to Consider
Digital marketing is always changing and evolving, but 2022 will likely hold some dramatic changes. Businesses and brands must not only plan for the future of digital marketing but be prepared to take advantage of it. Here are the top digital marketing trends to keep an eye on in 2022 and how you can use them to your advantage.
Short-form content is on the rise, and it doesn’t appear to be slowing down. Instagram Reels, TikTok and YouTube Shorts are some of the top video-based content channels today. Thanks to their ability to capture attention and lead to stronger engagement than other content, it's predicted that video marketing will play an even more prominent role in marketing in 2022. It's also in your own favor to create more short video content as it's been found that the Instagram algorithm heavily favors Reels. In other words, more videos mean more exposure. In 2022, we’ll also see more videos used in diverse marketing efforts. In addition, email marketing campaigns, websites and advertising formats will incorporate more video content. Data analytics used to track video performance will become more sophisticated. As a result of improved tracking technology, we’ll see more companies investing in video advertising. Recommendation: Try using more video content, specifically reels on Instagram.
NFTs and crypto in social media ecommerce
Even if you don’t invest in crypto yourself, the rise of online currencies and NFTs have been near impossible to miss over the past few years. On the surface, it might not sound like a trend that affects your marketing strategy— but with social platforms like Twitter taking steps to integrate cryptocurrency payments, and a rising trend for display tools that showcase in-app NFT purchases, now is the time to consider how your brand can jump on the bandwagon. Facebook is already promoting the use of NFT display options and avatars, and we expect to see more and more companies taking a step in this direction. The focus with NFTs and cryptocurrency is to think about how to sell the brand beyond products and services, and potentially the brand itself and the ethos it carries. Recommendation: Keep an eye out for more information about how you could start using NFTs and crypto currency.
Marketers get more strategic
As automation, artificial intelligence and machine learning take away a lot of the grunt work involved in digital marketing, marketers must become more strategic. The options in digital marketing continue to grow. Recommendation: Marketers need to think strategically to focus on what really drives their business growth. Brainstorm and assess, now is the time to get critical about what you’re doing.
LinkedIn is growing
LinkedIn continues to be a rising star in the digital space. Every few months they show considerable gains in monthly active users and engagements on the platform. They are also continuously launching new features that drive better results for businesses and pages. Recommendation: If your target audience hangs out there, marketers should go all-in on LinkedIn.
Tell a real story
Storytelling is always key for brand marketing. But when it comes to selling your product in the modern landscape, consumers are tired of just hearing about how you, the brand, believe your goods or services are better than the competition. They want to know how you have delivered on your promises in a way that has lived up to their needs and expectations. Recommendation: Try using feedback from clients to show evidence that people are happy with what you are providing. Try a customer case study or a story about a project you’ve worked on?
SEO is less game and more integrated
Search engine optimization is one of the oldest and most valuable forms of digital marketing. As search algorithms have continuously become smarter and more contextual, marketers need to focus less on the "hacks" and "tricks" of SEO and more on providing an outstanding and meaningful experience to their users. Recommendation: Marketers should focus less on SEO and more on excellent user experience.
Experiences are the new social currency
Businesses still clamor to drive word-of-mouth and earn social attention. As the advertising landscape becomes noisier, earned media and word-of-mouth become more important to break through. Recommendation: Marketers should focus on creating experiences at every stage of their interactions with customers to earn social media word-of-mouth.
Less is more
The explosion of digital marketing options means that many businesses are spread too thin across too many channels. Smart businesses focus on dominating one channel. Recommendation: Marketers should get more focused and aim to do fewer things better. You can always trial a few platforms and pay special attention to which ones are working for you?
The foundations still matter most
It is easy to get distracted by shiny new digital objects. Marketers love new trends and to be on the leading edge of new technologies and platforms. Yet the truth is that the majority of business growth still comes from the foundational tools in digital marketing. Don't forget to focus on your foundation. Recommendation: Go back to the beginning and the basis of your business and remember why you started.