Digital marketing has the power to do many things, and constantly evolving is one of them. Saying that nearly all modern businesses run on social media is not an exaggeration. Not in today’s modern world.
The only problem is that digital marketing trends evolve faster than most businesses can keep up with. With algorithm changes, rollout of new features, and a non-stop stream of updates, it can be difficult to put your pulse on the latest digital marketing trends. But that doesn’t mean it’s impossible to stay in the know.
In the past few years, we’ve seen new forms of technology disrupt digital marketing, from influencer marketing to social media. In this article, we’ll share our predictions for digital marketing trends in 2022 to help you adapt.
Content Marketing and Search Intent
Content marketing is one digital media constant that continues to be the most dominant form of advertising – if you could call it that. More specifically, content helps optimize your web pages for search intent. At it’s core, search intent optimization is about giving the best answer exactly the way the user wants.
In other words, it’s about writing content that reflects your users’ immediate needs. Then, you can go about winning their hearts (and converting them).
Are you creating content that aligns with search intent? Get in touch with our digital marketing services to optimize your content strategy.
Email Marketing is Still Important in 2022
We’re unsure why everyone says that email is ‘dead’. That’s far from true because who doesn’t use email? And it’s not going away anytime soon. Email goes straight to the heart of your customers – their inbox which they constantly refresh to see new messages. They’ll see your email – they may not outright want to hit ‘buy’, but you’ll stay in their radar.
In the future if they feel a need for services in your industry, they’ll know exactly who to reach out to. And that is the power of email marketing in a nutshell.
The Cookie Apocalypse
Firefox and Safari browsers block third-party cookies by default. Cookies are small files that are used by websites to track a user’s browsing habits (and show them ads based on their preferences).
Google will stop supporting third party cookies in Chrome by 2023. Apple will require voluntary opt-in from their users to enable tracking across apps and websites.
Why is privacy in 2022 this important? Because Pew Research found that nearly half of Americans decided to not use products or services because of privacy concerns. That is a large chunk of the population that you simply can’t ignore for your business. Moreover, there is a rising trend of products that are built around privacy and security, such as DuckDuckGo, Brave, and Signal.
This is a big problem for businesses that solely relied on cookies for business and will significantly change the landscape of digital marketing. What can you do to stay on the up-and-up? Adapt to the new forms of advertising (such as buying ad placement directly from publishers).
Word of Mouth is Beyond Powerful
What’s the most valuable form of marketing that customers trust above everything else? Word of mouth marketing – yet most ecommerce businesses continue to neglect word of mouth marketing hoping that conversations will happen organically about their business.
So how can you start using word of mouth marketing? Simple, ask your customers to spread the word about your product. Or you can ask a popular influencer, who can target a large audience in your niche, for product placements and endorsements.
An important aspect of word-of-mouth (WOMM) advertising is building trust. Customers trust their friends and family. After all, they don’t have a horse in this race, do they? Brands are always perceived as money-hungry businesses hatching a ploy to extract money from their customers.
Word of mouth marketing is one way of getting around this obvious misconception.
Omnichannel Marketing is Critical to Success
For the uninitiated, omnichannel is a strategy to deliver a seamless customer experience from beginning to end. In other words, it’s about providing support to customers on all platforms and devices. You can observe this trend in ecommerce. For example, Wal-Mart lets you place an order through their online store, mobile app, or by visiting a local store near you. What’s more, Wal-Mart is also available via their social media channels and email.
The statistics are clear on this one:
- Businesses using an omnichannel campaign increased their purchase rate by 287%compared to those using a single channel campaign.
- Purchase frequency is 250% on brands using omnichannel vs. single channels
- 98% of Americans switch their devices on the same day.
- Companies that use live chat had positive results in terms of sales and revenue.
Simple, expand your marketing channels so that customers can reach you through other means. Consider installing live chat services on your website to provide an immediate response to customers who have sales or marketing questions.
Video is an Effective Marketing Channel
This one’s a no brainer. Video will account for 82% of online traffic in 2022, making it a powerful marketing channel for businesses. This is especially true if it’s easier to explain your products or services in video form than as articles or blogs.
If you don’t know how to start your video marketing strategy, you can get started with a YouTube channel. Create high quality videos showing how your videos can solve customer pain points. You can also reach out to relevant influencers to get the word out.
To increase sales, keep the conversion process simple.
In other words, you should seek out friction points throughout the customer journey and weed them out. Friction could occur at any point, whether a customer is making a purchase, upgrading a service, looking for information, signing up for newsletters, and so on.
It can be tiring to identify and eliminate sources of friction, but your efforts will pay off in the end.
Do keep in mind that friction as a form of security is still relevant. For example, enabling 2FA for customers to log into their accounts is good.
So there you have it! 7 digital marketing trends to watch out for in 2022.
Have more questions about marketing or need help with your brand? Get in touch with our digital marketing service experts in London here or book a meeting here. You can also call us at 07444 070 016 to talk to our sales representatives.