There aren’t many fields that evolve as fast as digital marketing. New methods are being introduced all the time while techniques become obsolete overnight. Some things that worked great for a business one day could end up hurting them the next. This is why it’s important to always keep on top of the most recent trends in the field. This is what will allow you to get the most out of your marketing dollars and take advantage of new opportunities before everyone else catches on. Let’s take a look at some key digital marketing trends for 2022.
The metaverse might seem like a novel concept to many people, but it has been in the works for decades. The metaverse is meant to be a virtual reflection of the real world but it can also be used to personalize digital interactions.
Just as in the real world, businesses could advertise or have storefronts in a metaverse. For instance, a clothing company could have a meta version of their store and allow people to try clothes using anatomically correct meta avatars. We could also see advertising space being sold and major brands paying top dollar or visibility in areas that see a lot of traffic. That could open a world of opportunities for savvy marketers in 2022 and beyond.
Those who are annoyed by influencer marketing or simply don’t understand it will need to get to it right away as it’s not going anywhere. If you didn’t know already, TikTok is now one of the most powerful channels to market products these days, and the best way to advertise on TikTok is to use influencers. There are influencers on TikTok there that only review products, and having a product featured on a popular TikTok review channel is a great way to showcase it. You can also choose influencers based on how much interest their core audience would have for a product.
People selling knick-knacks aren’t the only ones using and profiting from influencer marketing, however. B2B brands such as SAP, Adobe, and PwC are also jumping on the influencer bandwagon, and we can expect many more to do so when they realize how cost-effective and far-reaching influencer marketing can be.
People have increasingly shorter attention spans nowadays and are bombarded by more information than ever. While long-form videos used to be the thing not too long ago, many marketers have realized how powerful short videos can be. This is why we’re seeing so many short videos on YouTube at the moment. People love being able to consume information quickly, and one minute is more than enough to summarize seemingly complex concepts. Short videos also allow brands to build a stronger personal connection with their audience since they can be more informal without looking unprofessional. They can be used to show some of the company’s processes and take viewers behind the scenes as well.
It has also been shown that younger audiences tend to favor short videos, so if you want to stay ahead of the curve and create content that will resonate with this next crop of consumers, learn how you can capitalize from that trend.
Storytelling has always been part of marketing, but it’s becoming even more important now as consumers are growing tired of classic advertising methods. They don’t want to know about how prestigious your brand is or how much better you believe your product is from the rest. They’d rather hear about the experiences other consumers have had with your products. Therefore, you’ll need to let your customers do more of the selling for you. We’re not saying that you should live and die by their reviews, but you should try to emphasize social proof in your marketing.
Don’t just say how great your product is; let your customers tell through stories and testimonials how your product was able to solve a specific problem for them. This may not result in direct sales but it could help build brand awareness among customers who are considering certain issues.
User First SEO
The days of manipulating SEO results with carefully crafted tactics are coming to an end. SEO is now about providing the best experience to users possible. This is why you’ll start hearing much more about semantics in the next coming years. Semantics in SEO is all about using keywords in a meaningful context and satisfying user intent. It’s also about how different pieces of content are categorized and relate to each other.
This is why you will need to focus a lot more on things like internal linking and content hierarchy. You should also stop trying to address single queries in your content. You will need to look at all the other related queries your target user may have and try to answer as many of them in the same piece of content. You will have to craft your content around themes instead of just keywords. Content that is meant to be manipulative will be detected by the search engines’ increasingly advanced algorithms. So, if you don’t have a user-first approach to content creation, you will need to tighten this up right now.
Personalization and Segmentation
Personalization is the name of the game in 2022. Advanced analytics and customer relationship management tools allow you to segment your customer and lead base better than ever and follow up with marketing tailor-made for them. Automation tools can even be used to detect when a specific customer hasn’t been on your site for a while and send them a personalized offer if they bounce out before making a purchase. The possibilities here are endless and one-size-fits-all marketing doesn’t work as well anymore, so look at how you could personalize your marketing efforts better in the next year.
These are all digital marketing trends you’ll need to pay very special attention to in 2022. Making adjustments quickly and taking advantage of these trends early could give you a significant edge, so give them a closer look starting today.