Digital Marketing: What’s New in 2022?

Digital Marketing: What’s New in 2022?

As always, the digital arena is expanding and evolving, changing so quickly sometimes it may feel challenging to keep up. You also never know when an unexpected global pandemic is going to throw a wrench in your marketing plans for the year. Considering that the wrench was abruptly thrown in 2020 with seemingly lasting effects, there are a few new trends on the rise – some directly stemming from the COVID-19 pandemic – that we are confident will continue to gain momentum through 2022. 

Due to its fast-paced growth, it’s impossible to say for sure what digital marketing will look like in the new year; however, based on professional insights and data-driven analytics, here’s a review of the digital marketing trends we think can be expected in 2022. 

The Rise of AI

AI is already a primarily utilized leveraging tool for digital marketers regarding automatic reporting and predictive analytics, and it doesn’t show any signs of slowing. AI simplifies marketing processes for all kinds of companies by predicting the behaviors and needs of their target audiences, while its application allows marketers to focus their efforts on other aspects of their strategies. 

In addition to providing accurate predictive information pertaining to targeted consumers, AI also allows marketers to quickly adjust their strategies in response to any sudden digital marketing trend changes. Putting them back on course for an optimal return on investment (ROI).

Current statistics show that 76% of businesses utilizing AI to automate their marketing efforts see ROI within a single year. After such a huge shift towards digital, where the channels and platforms are growing and changing all the time, it makes sense to allow the machines to do the number-crunching and analyzing.

Progressing into 2022, we expect to see more usage of conversational AI in the forms of voice searches, virtual assistants, and smart speakers, as well as robotic process automation (RPA) in tools like chatbots. These features create a real-time response for consumers while they make inquiries from the privacy of their own homes, cars, and offices rather than in person. 

Voice Search/Virtual Assistants/Smart Speakers

Leaning into AI will surely benefit digital marketers aiming to succeed in 2022 as consumers are doing the same. Approximately 1 in 4 U.S. households has some sort of smart speaker being used regularly for informational searches as well as direct purchases. 

AI is the technology behind the quickly-growing use of voice search, and currently, 27% of the global online population is using it. This percentage amounts to 18% of the total spend, or $40 billion, and is only expected to rise. Studies show that 61% of consumers already using voice search in the way of virtual assistants say they plan to take advantage of it even more in the future.

Considering the ease at which information is being retrieved today, it’s understandable that for a brand to stand out from the rest, its message needs to be clear and precise, its product needs to be easily accessible, and the entire customer journey needs to be cohesive. 

Integrated and Personalized Customer Experience (CX)

The last two years have seen hundreds of brick-and-mortar stores close their doors indefinitely, pushing businesses of all kinds into the online world of consumerism. With any hope to survive, countless brands have had to adjust their methods and overall understanding of what marketing requires today, and that is an integrated digital CX.

New digital marketing strategies for 2022 will aim to provide personal experiences that are customized based on user data. The ability to track consumer behavior across devices allows companies to see what consumers are looking for and how they want to communicate.

Fortunately for stores, consumers report they still prefer a physical location instead of the alternative, but many people have made full transitions to online shopping. Seeking the same services online that they traditionally may have sought out in-person, consumers still expect a consistent experience no matter where they encounter a brand. They want to see the same high-quality products and customer service online that they did when they walked into the actual store. 

The demand for seamless integration of customer relationship management (CRM) and content management systems (CMS) is rocking the marketing world. Businesses are required to exude a brand message that consistently represents their company, all while creating a personalized CX for the individual through multiple channels. This growing need for strategic brand cohesion offline, online, and across more channels than ever is why multi-channel marketing strategies, online events, and social commerce will also be prominent digital marketing trends in 2022. 

Multi-Channel Marketing Strategies

New social media platforms are popping up all over the internet, and many of them already have deep market penetration. We will discuss this in more detail in the social commerce section below, but to start, people are expanding their options of where they shop, making multi-channel marketing strategies crucial for 2022.

As social media platforms and digital purchasing choices increase, marketers are also finding themselves needing to expand their marketing efforts over more channels to reach their markets no matter where they are online. 2022 will see more emphasis on multi-channel marketing strategies because the online options are always growing and because consumers are taking their shopping experience into their own hands. 

Preferring the socially distant options these days, more people are doing all the decision-making research themselves: filtering through companies, brands, and/or products online until they find the one they trust to fulfill their needs. This desire to have complete control over the experiential aspect of online shopping is why multi-channel marketing strategies that include social media will be a necessary component of digital marketing in 2022.

Digital Commerce

According to a study done by eMarketer, over 80% of retail growth from 2015 to 2020 was attributed to online sales, with a significant portion of the market being captured by social commerce. That was before the COVID-19 pandemic forced the world into isolation, only accelerating the five-year trend and making digital commerce an increasingly crucial part of not only marketing but for businesses as a whole.

Online Events

In light of the recent pandemic, the same heightened demand for effective marketing strategies also persists when it comes to online events. Since so many consumers have settled in behind a screen, digital event management is becoming a necessity for companies hosting live virtual or in-person events. The market for webinars and online conferences is changing, with people expecting more of and from these events; they will need to be held differently.

In 2022, digital event management will shift from a luxury for a select few into an absolute necessity for any business that wants to remain competitive and relevant. Event management software, virtual event applications, live streaming options, and live-video capabilities have already started to become mandatory offerings for businesses successfully navigating this accelerated move towards digital commerce.

Social Commerce

As mentioned previously, social commerce will be a prominent digital marketing trend in 2022. Social media users are using their platforms to communicate with each other, but more importantly, for product research, business-related communication, and their purchasing needs.

A study done by Social Media Examiner revealed that 94% of marketers were utilizing social media to market their products and/or services – an increase from the 82% that responded in 2016. 68% of marketers surveyed also revealed that they “achieved modest or significant success with social commerce.”

This shift in how consumers utilize social media and influencer marketing for product research purposes is a key part of why more businesses will be turning to social commerce strategies this year. As new platforms continue to come onto the market, consumers will continue to incorporate them and their influencers into their regular search and online shopping routines. The following are three platforms that marketers should keep in mind for 2022.

Pinterest

Pinterest is becoming increasingly popular amongst users who enjoy sharing images of the products they like through “boards” curated by time, topic, or theme. Statistics show that Pinterest is the third most popular social media platform, and 33% of online adults use Pinterest. Many businesses have already experienced success using this visual platform to increase brand awareness and sell the products they offer.

In addition, Pinterest allows for users to “repin” items they like, helping spread the word about a trusted company, essentially providing free marketing for that company. According to Marketo: “By encouraging customers and prospects to share your content with their own networks (not just on Pinterest), you’ll be able to extend the reach of your social media campaign and maximize its positive effects.”

Instagram

Instagram is another social media platform that consumers increasingly use to share products with their friends and followers. Instagram currently has 800 million monthly users, giving businesses a large audience to market their products or services toward.

In 2022, Instagram will continue being a vehicle for social discovery as the use of hashtags will be even more important. Since users are already captivated by imagery, marketers can utilize this feature to create opportunities for engagement with consumers who may not otherwise see their postings. Instagram also offers opportunities through paid advertisements – an effective way to gain more followers and potential customers due to its targeted nature.

Snapchat

While Instagram may offer marketers a larger audience, Snapchat provides them with insights into the behaviors of their specific target market. Marketers can learn where their consumers are located, what kinds of stories they share, and how often they use the app. Due to Snapchat’s heavy focus on visuals (including images and videos) and its live-streaming capabilities, it is a platform that many companies in 2022 will find value in utilizing.

In addition to these features, Snapchat users continue to spend more time on the app than on any other social media platform. It is also one of the preferred social networks for millennials and those ages 18-34. The user data that Snapchat offers helps marketers create relevant content and design their future strategies around what consumers engage with and like most.

Influencer Marketing

In 2022, consumers will look for authenticity and proof that a product or service works before making a purchase decision – and not just social proof from celebrities. The traditional definition of influencer marketing is evolving as big names in sports and entertainment don’t carry as much weight as they used to.

As the reliance on influencer marketing continues to change, so will the way in which marketers will need to choose influencers. Businesses should be mindful that consumers are seeking real testimonies from influencers who would actually use a product or service regularly and not just once for the sake of sponsorship.

Marketers should look into how much engagement each influencer gets with their target audience and then consider creating an online community of advocates or influencers that are cohesive with their brand message. Not only does this simplify communication between consumer advocates and your brand, but it also allows you to offer incentives and rewards for sharing content with the goal of building a movement.

With so many platforms offering analytics, it’s now easy to find out what content reaches the largest audience and which influencers are actively engaging their followers. Influencer marketing strategies will evolve as marketers prove the value of their products to consumers through evidence rather than just using a celebrity endorsement. 

The demand for content that has been produced with user engagement in mind will continue to rise as businesses seek more ways to connect with their customers online. A storytelling strategy will be especially effective with social media influencers utilizing videos and images to show how a product works in real life.

Storytelling

93% of communication is visual, and 65% of people are visual learners, making it not surprising that ads with images produce 180% more engagement. Shoppers also like to see unscripted reviews and find value in firsthand accounts from real people and not just advertisements. In a study by Salesforce, researchers found that customers who view user-generated content are 85% more likely to purchase a brand’s product or service.

These are some of the reasons why this year marketers should encourage consumers to share their experiences as they happen. Rather than just advertising a product using its statistics, businesses should be focusing on telling a story about their brand and products. The goal of storytelling in marketing is to create real, visual conversations that will establish trust between businesses and their potential customers.

Consumers want to know about the products, services, and even a company’s corporate social responsibility before making a purchasing decision. In addition, they want to be able to form a connection with the influencers who are endorsing these companies. Storytelling will become a staple strategy for marketers as it helps them establish their brand’s DNA and strengthen the emotional connection between their customers and brands.

Corporate Social Responsibility (CSR)

CSR is now expected by 61% of consumers, as they now desire to buy from companies with purpose. Consumers want to know what causes a business is passionate about and how it gives back to the community. This will be important as businesses work to establish trust with their audiences and differentiate themselves from competitors.

Marketers need to consider their overall brand image and what they are currently showing their customers. It’s not just about making a profit but also demonstrating how they use their resources wisely. Businesses should have a purpose that goes beyond making money and focuses on embracing an ethical code of sustainability and equality.

Consumer trust is becoming harder to earn as expectations for transparency rise while businesses try to keep their trade secrets closely guarded. Companies must be willing to discuss how they are using consumers’ data and clearly explain the rationale behind their strategies. Incorporating CSR into their business models in 2022 will help marketers build trust with their customers, give their brand more meaning, and increase the attractiveness and transparency of their company.

Search Engines

Search engines will continue to be where consumers go to seek advice, get product information, and complete purchasing decisions. For a brand to stand out among the competition on search engines platforms like Google, marketers will need to get creative with their advertising. Businesses need to make sure their ads are not only engaging and helpful for consumers but technically sound as well, so the right information can be quickly and accurately retrieved by search engine bots.

Featured Snippets

With the arrival of featured snippets, consumers don’t even have to click on a link anymore to retrieve information about their search. Featured snippets provide direct answers to a search before any website links are listed. Searchers see featured snippets as useful pieces of content rather than advertisements because Google hyper-personalizes the experience by applying user information to decide which ads, companies, and sites are most relevant.

Consumers see these featured snippets as advertisements only when the content is trying to get them to click through. Therefore, marketers who can create helpful guides or present information in a non-salesy way will be at a great advantage in 2022.

Hashtags and Keywords

The idea of using hashtags to connect consumers is not new, but it has the potential to be even more effective in 2022. Hashtags and keywords are commonly used throughout search engines because they help consumers find what they are looking for faster and more easily. Google has already begun utilizing machine learning that allows it to automatically connect hashtags so users can discover related content without having to search for it themselves.

Marketers should consider how their target audience uses hashtags on social media platforms and for what purpose. For example, are they used as a form of commentary or criticism? Are they being used ironically or out of sarcasm? This type of information about an audience is important for business owners to know before deciding which hashtags or keywords they should focus their content on.

First-party Data over Third-party Cookies 

2022 will see the beginning of a change in data tracking as Google announced it would be moving away from the use of third-party cookie tracking and towards first-party data collection. As a result, marketers will need to rely more heavily on more direct forms of communication with customers through content, email, or newsletters for example.

Spherical Strategies’ Approach to Digital Marketing in 2022

The digital marketing trends of 2022 are human-centered and all about relevance. Relevance in content, ads, and social media posts. Relevance in how brands communicate with consumers. And finally, relevance when marketers decide on the platforms and strategies to focus their efforts and budgets. If you want your business to stay relevant in 2022, it’s time to start implementing these trends into your digital marketing strategy today.

If you’re looking for more ideas on how to use digital marketing and advertising for your business in 2022, be sure to check out our website! Not only do we have information about new digital trends, but we also offer free consultations to see how Spherical Strategies can help you achieve your digital marketing goals in 2022!

About Lisa | Spherical Strategies Content Creator & Copywriter Lisa works with Spherical Strategies as a content creator and copywriter. She brings a deep understanding of human motivation to her mastery of writing by utilizing her education in market psychology. She has worked over the past several years as a private contractor, providing industry-specific content and editing for companies of all sizes. Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening.