2022 is here. Over the years digital marketing is getting more and more sophisticated. The COVID-19 pandemic has taught marketers that online presence is no longer an option but a must. Finding the right way to reach your target audience might be a challenge. That is why companies are leveraging the latest marketing trends and technologies. Here are the leading trends 2022 to help you stay afloat in the sea of marketing.
#1 The Metaverse is ballooning
The world of virtual reality, AR, 3D avatars is growing, entering not only the world of gaming, but also the environment where people work, live, and socialize. No surprise that many companies have already started using VR or AR in their promotion campaigns. Some home-furnishing giants are already using apps allowing potential customers to see how furniture is going to fit into their living space.
These technologies provide a unique way of interacting with the target audience. Besides that, it can unleash some new potential for performance metrics like how much time people are holding virtual objects or what users are concentrating on while watching your ad, etc.
Let’s also admit the fact that hybrid models are not going anywhere. Therefore numerous events from festivals to work meetings will eventually feature AR/VR. So brands should definitely reconsider their approach to marketing strategy in 2022 and find room for their virtual space in it.
#2 Videos are on the rise
Short-form video content is not going anywhere. It proved its efficiency in capturing audience attention and driving stronger engagement in 2021. Instagram kept working on Reels with TikTok intensity. YouTube platform is also experimenting with Shorts.
Faster internet connections encourage video marketing. Instagram has already optimized its algorithms in favor of Reels and other short videos. This means that in 2022 even email marketing, websites, and other advertising formats will become more video-oriented. An improved video tracking analytics will also result in an investment boost in video campaigns. Influencer / user-generated content will thrive because customers are getting blind to conventional ads.
As a result, it’s high time marketers invested more money in creating video content and became active on TikTok and Instagram Reels.
#3 Voice Search Optimization, SEO, and Mobile optimization
Almost a half of the Internet users utilize virtual voice assistants and the vast majority of web search is performed via voice. That is why marketers will have to optimize their content for this type of search. This optimization requires long-tail keywords and direct question queries because people tend to build full sentences while speaking. To leverage this option to the fullest extent you need to answer customers’ questions when you create your content. You can find these FAQs through Google Keyword Planner.
But no way is SEO vanishing into thin air. No matter what, SEO will still be the leading source of traffic to your business website. The key change this year is that more keywords allow for a featured snippet that shows the results of the search. The leading SEO trends this year are blogs. Search engines prefer content averaging 2500-3000 words or even longer.
More than half of searches are performed on mobile devices so mobile-friendliness will be the top priority for marketers this year. Make sure your website is mobile-friendly so as not to disrupt SEO. Page speed optimization is also very important. Time is money so your website should load much faster or it will cost traffic.
#4 Artificial Intelligence, Email Marketing, and Chatbots
Marketers are now aware of the benefits of AI and machine learning. AI uses machine learning, social intelligence, and language processing to collect and analyze customers’ data to foresee their future actions. AI and machine learning can assist in paid promotions and retargeting by determining buying patterns and customer segmentation. Chatbots and live chats that involve AI can offer customer service 24/7.
Email marketing is also still alive. AI and machine learning have the potential to make it more personalized and target audiences with a message relevant to them. If customers are addressed with a personal touch the conversion rate is much higher.
#5 Conversational Marketing
Conversational marketing is aimed at improving customer experience and boosting sales. In other words, stop boasting about how good your products are. It’s all about storytelling because customers want to know how they can benefit from buying your products and services and their real-life use. These conversations can go via live chats, chatbots, and various virtual voice assistants. Personalization plays a key role in the effectiveness of conversational marketing. The use of AI will eventually lead to conversions that base on previous customers’ experiences with your business.
#6 Live Streams and Shopping online
Live Streaming is the rising star among marketing trends. Due to pandemics, people spend much more at home than they used to. Subsequently, the watch time has tripled since its outbreak. That is why live streaming is an excellent opportunity for companies to showcase their products and personality.
Online shopping became a safer alternative to in-store shopping. No surprise, these two united to form Social Commerce. Due to pandemics, Facebook and Instagram Shopping have gained momentum and they are one of the fastest-growing trends providing companies with an opportunity to sell safely. Facebook Live and Instagram Live are the pioneers, while Twitter Live and YouTube Live are catching up. Last November even Pinterest announced its live-stream options.
Live streams are perfect for answering frequently asked questions, new products releases, or live shopping events.
#7 Influencer Marketing
Its budget reached a whopping $14 million last year and it’s still growing, partly due to TikTok growth, and partly because influencers’ followers follow them from platform to platform. According to recent surveys, many advertisers are going to spend up to 20% of their yearly budget on influencer content.
B2B brands also continue to embrace influencers and many of them have harnessed this thread. That’s why marketers should look for opportunities to partner with influencers in their space. Video content produced in a partnership with influencers is the top priority.
In conclusion, these are the leading trends for marketers to endorse in 2022 to achieve ultimate success this year. Need some help with building your marketing strategy? Leave us a message on VAfromEurope website and we will reach out to you. No? then subscribe to VAfromEurope weekly newsletter.
