At one time, artificial intelligence, data-based marketing, and voice search engine optimization (VSEO) were ridiculously ambitious concepts. Today, these are some of the top digital marketing trends.
And why not they? After all, if you want your business to be competitive in this crowded online landscape, you must adapt to the latest innovations.
In this article, we will take a look at the most important digital marketing trends in 2022 that you can not ignore this year, as they will not only help your business survive but also thrive in an era of never-ending marketing changes.
Latest Digital Marketing Trends In 2022
We know that what worked in 2020 or 2021 may not work the same in 2022 and to get the best possible results for our customers, we need to be at the forefront of these trends. As we enter the new decade and technology is rapidly changing, we want to use this opportunity to share the digital marketing trends we are looking forward to seeing more of in 2022.
Google Verified List for Local SEO
For locally run businesses, such as a plumbing company or veterinary clinic, your Google My Business listing provides valuable information and helps establish your geographical location.
Having a geographically defined service area with Google My Business listings helps show searches that are “near me”. It allows customers to find out more about your business in Google search results. At a glance, your potential customer can see your working hours, address, and star ratings left by other customers.
To make sure the information displayed is accurate, you need to verify your Google business listing and keep the information up to date. Benefits of Certifying Your Business:
You can manage your business information in Search, Maps, and other Google properties.
Certified businesses are considered more trustworthy and reputable than unrecognized competitors.
When you verify your business, you avoid fraud in the event that someone else pretends to be the owner and tries to claim your entry as their own.
Artificial intelligence is the technology behind many services, including content creation, chatbots, and search engines, especially since the beginning of the COVID-19 epidemic.
According to a PwC survey of more than 1,000 US-based companies, 52% have accelerated their AI adoption plans. The main advantages are:
When it comes to content creation, Jarvis is an example of AI-powered software that is “trained to create original, creative content”. Clearly, top SEO experts have taught Jarvis how to write blog posts and website copy.
AI can also analyze users’ behavior and search patterns and use data from social media platforms such as Instagram and blog posts to help businesses understand how customers find their products and services.
Google is one such company that has made AI a hub for its value proposition. Over the years, their implementation of AI-based Automation has allowed their search engines to more accurately understand what people are searching for and what kind of content best fits their search purpose.
Google understands what people are looking for and what content is best suited to their purpose. For example, if you search for ‘fish oil’, Google knows that the main search goal is to learn about the health benefits and side effects.
Automatic web push notifications
If you’re a digital marketer and still do not know that next year’s third-party cookies will definitely disappear, you’re living under the rock. But, yes, by the end of 2022 we’re going to have third-party cookies on the internet, so sellers need to find new, effective ways to remarket.
Fortunately, web push notifications are here to save the day by making it a must-have in your 2022 digital marketing strategy and providing a unique solution for retargeting without ads.
Web push notifications are browser-based messages that appear after users have approved and subscribed. These messages are 100% customizable and respond to user behavior and the actions they take while browsing your site.
An omnichannel marketing strategy allows you to reach where your customers are. Create messages to compliment each other and provide value throughout the customer journey and you will see amazing results.
Omnichannel marketing is a strategy that uses multiple channels such as social media, email, web push notifications, and blogs to reach more customers with an integrated message to reach business goals.
Omnichannel marketing strategies offer amazing results according to ClickZ:
Engagement rate: 18.96% on omnichannel versus 5.4% on single-channel
Purchase Frequency: 250% higher on Omnichannel vs Single-Channel
Average order value: 13% more per order on OmniChannel vs Single-Channel
Customer retention rate: 90% higher for omnichannel vs single-channel
To have a well-structured omnichannel marketing strategy, you can use a marketing software that provides multi-platform automation services. If you focus all your communications in one place, you can provide a more consistent picture across platforms without overlapping one message with another at the risk of over-satisfying customers.
Through automation, you can combine message sequences across different channels to reach customers through the platform of their choice. For example, you can create an order to restore abandoned carts with the first message sent via email, the second via web push, and the third via SMS.
Programmatic advertising is the automation of the media purchasing process. In general, marketers must manually search for advertising space, create offers and discuss terms. With Programmatic Advertising they can automatically bid for ad space, get out of all manual, time-consuming processes and focus on campaign optimization.
According to Projector, “Brands now spend 50% of their advertising budgets on programmatic advertising, and this trend is expected to exceed $ 100 billion by 2022.”
One of the reasons programmatic advertising is so effective is that it uses data insights to try and show the most relevant ads to the right user at the right time. This will ultimately lead to better CTRs and better ROI.
Reviews and customer feedback are always important, but 2022 is the year to focus on expanding your business’s online reviews. Now more than ever, remember that people are taking the time to evaluate their options before making a buying decision and what better information than previous shoppers sharing their experiences?
Good online reviews have the power to attract new customers to your business because they provide a level of credibility to other potential customers like any other message that comes directly from you as a brand.
Video marketing is one of the most important marketing trends today and has the potential for the next 5-10 years. The bite survey found:
61% of businesses use video as a marketing tool
63% of marketers see video as a “very important or very important” part of their marketing strategy 74% said they have a better return on video investment than still imagery
52% said the video would help them build trust with potential customers
When we talk about video marketing, don’t just think about YouTube. There are many ways to create a high engagement with your video marketing. For example, you can post a video on Facebook, LinkedIn, or Instagram or start live streaming. One way to schedule Instagram posts for maximum engagement is to use RecurPost’s automation tools.
Video is a useful channel where you can rearrange and republish your current content or vice versa. On the one hand, it means taking a piece of content like a blog post and converting it into a video.
Talking about chatbots, the reality of modern marketing becomes clear: it is more conversational than ever. People want it that way, so brands respond accordingly. When customers have any question, 82% want an “instant” response.
Conversational marketing facilitates personal, the instant connection between marketers and customers:
Unlike traditional strategies, this type of marketing is now available across multiple channels, allowing brands to meet customers according to their terms: devices, platforms, and customer-friendly timetables.
David Concil, founder and CEO of Drift, explains: “Today’s shoppers expect what they are looking for, not after …. [and] the way people like to communicate.”
In fact, Drift found that 41.3% of consumers use conversation marketing tools to make purchases.
Some of the methods companies use to implement a dialogue marketing strategy are:
ThoughtSpot is an example of a company that has benefited from conversational marketing.
Live stream shopping
Live stream shopping is a relatively new concept in the Western world, but it is common and extremely popular in China. If you think this is an exaggeration, check it out: In the first half of 2020, a third of China’s Internet users – about 309 million – attended a live shopping session.
Also, in October 2019, Via, one of the most popular live streamers in China, earned almost $ 49.7 million in just one day live:
Corsite Research Livestream Acquisitions by 2023 U.S. Predicts that the economy will outperform. Produces $ 25 billion in sales.
Two early US adapter brands, Lewis and Tommy Hilfiger plan to launch live stream shopping events on US Amazon, Facebook, and Instagram.
Although Livestream e-commerce is still new, McKinsey recommends starting with rare streams focusing on 1-5 products, relying on TikTok, Instagram, Facebook, or Amazon Live, and then a “dedicated internal team”. Or go to the agency staff. Plan and develop content for live streams, including storylines, scripts, and hosts or influencers, and stream them across multiple channels.
Keep in mind that more and more companies are not only producing audio content (you should do the same) in the hope of gaining brand awareness, but advertising is moving forward. This means that Alexa will answer your question with “a word from her sponsor”.
The latest data (which is a few years old now, so we can assume this number is higher) shows that 27% of all mobile searches are voice-activated, meaning they are based on a set of “trigger words”. Derived from things like “how,” “what,” “best,” and “easy.”
Visual search is a new practice where people upload an image to search. Although it’s relatively new, there are two companies that take advantage of visual search:
A) Google Lens
Google Lens detects objects and landmarks through the camera app. Here’s what you can do when you photograph the following:
- Clothing and Home Appliances: Find similar products and where to buy them.
- Barcode: Use a barcode to get information like where to buy the product.
- Business Card: Save contact phone number or address.
- Book: Get a Summary and Read Reviews
- Event Flyer or Billboard: Add an event to your calendar.
- Landmark or building: See historical facts, working hours, and more.
- Painting in the Museum: Read and learn more about the artist.
- Plants or animals: Learn about species and species.
With the launch of Lens, Pinterest has made its way to the visual search bandwagon, where customers can buy online, search for similar products, or view related product pinboards:
Pinterest’s lens detects 2.5 billion home and fashion items and triggers more than 600 million searches on Pinterest’s mobile apps and browser extensions. Since launch, they have seen a 140% increase in lens usage.
Pinterest will continue to update its functionality with the launch of the following features:
Pincodes use QR codes to get inspiration when their customers are shopping or flipping through their favorite magazines.
IdeaPins is a concept similar to Snapchat or Instagram articles that use multi-page video formats for creators who want to publish high-quality, evergreen content directly on Pinterest. Currently, it is only available to customers in the US, UK, Australia, Canada, France, Germany, Austria, and Switzerland.
AR is an augmented reality facility to test new eyeshadows from leading brands such as TRAI, Lancome, YSL, Urban Dickey, and NYX Cosmetics.
The growing use of voice search has prompted companies to rethink their digital marketing strategies. If you are not yet sure about voice search, consider:
21% of all internet searches are voice-based.
57% of users use voice search to find local business information.
41% of adults use voice search every day.
There are 1 billion voice searches every month.
Voice search already plays a key role in providing relevant information to search engine users. Google Assistant has over 1 million tasks and Alexa has over 100,000 skills, which refers to tasks that allow their voice assistants to respond specifically to user commands and queries:
General Tips for 2022 Digital Marketing Campaigns
Before we leave 2021, there are some marketing practices that will always be the cornerstone to make our strategies better:
Optimize with A/B Testing: No matter how much information you have about your target audience, there is always room to improve and remember that the A/B test is your friend. When launching new campaigns, try different versions, analyze the results and adapt accordingly.
Content marketing is always a trend: Content marketing continues to be the cornerstone of any online business. A solid content marketing strategy that responds to your target audience’s pain points for each step of the funnel is crucial to building brand awareness, generating leads, and increasing conversions.
Hyper-personalization is very important: ironically, in a world that has changed, people are looking for personal experiences. So (if you don’t already have one) you equalize the amount of your communication Personalization makes customers feel like you are talking to them directly and that you have tailored their needs specifically.
This means their names, the exact products they are interested in, and any details that make the message as personal as possible.
Final Thought on Digital Marketing Trends 2022
Digital marketing seems to be moving towards providing super personalized experiences through AI and machine learning, while at the same time reducing the workload for marketers to focus on optimizing.
The imminent disappearance of third-party cookies also requires new solutions and strategies that allow brands to stay in touch without compromising their online experience and to stay in touch with them over time.
2022 will surely bring many surprises, new marketing techniques and even revolutionize the world of social media as the Clubhouse app did in early 2021. As always we are here to gather the most important digital marketing trends for you every month.
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