If there is an industry that is constantly changing, it is marketing, and since you are surely already planning your strategies for the following year, 2BTech give you Digital Marketing Trends For 2022.
So, you will be prepared to take your business to the next level.
If we learned anything during 2021, it was that not everything that worked for us before will necessarily work for us again in the new normal. Many of those processes and strategies have even become inefficient. Consuming our budget and not getting the results we used to get.
In part, 2021 has been a year of experimentation to find new paths and challenges, which undoubtedly made their way beyond contingency, such as the fight to maintain the privacy and security of users who browse the Internet.
So, if you’re thinking of revamping your Digital Marketing Strategy in 2022, here are the key points you and your team will need to focus on for more sustainable and effective efforts in the long run.
One of the Digital Marketing Trends for 2022 is to build our audience through our own resources. Using a CRM can give us a lot of insights about our audience and their preferences.
- Hyper Personalized Content:
Now more than ever, content is necessary. Especially when we can not depend on paid ads one hundred percent. Also, with the elimination of third-party cookies, we will have to rethink the way we advertise, making contextual marketing more relevant than ever.
As its name indicates, contextual marketing invites us to think about the context of our consumers and offer them services related to that context that may be of interest to them. Thus, instead of stalking users to find out what to offer them, we will position ourselves in places (context) that we believe are relevant. That is why content and keywords are still super important.
However, with so much information and a fight for positioning, it is normal for consumers to demand content that is more real and personalized.
From the blog posts they visit to the emails that arrive in their inbox. Everything matters. That’s why investing in Contet Marketing also requires investing in the creatives behind it. And speaking of hyper personalized content and context marketing, there is a trend that has been transforming in the last two years: influencer marketing.
Without a doubt, the TikTok algorithm to show you videos according to your tastes is one of the main attractions of the platform. Start considering this social network because it will be part of the digital marketing trends for 2022.
- Micro Influencer Marketing:
By 2022, Influencer Marketing is expected to reach a value of 15 billion dollars. Making brands continue to invest in influencers to place their products. Even so, we cannot lose sight of the fact that, thanks to the implementation of Artificial Intelligence, influencer marketing and its effectiveness will begin to be measured differently. We now know that having millions of followers is not the same as having a good level of engagement with your audience. For this reason, more and more companies will begin to bet on micro-influencers.
Micro-influencers are defined as people with a range of 10,000 to 250,000 followers. In general, these influencers have a higher degree of interaction with their audience, their opinion and recommendations being more personal and valuable to their followers. Also, working with micro-influencers can be more convenient for brands as they are cheaper, have better conversion rates and are more authentic when creating advertising content.
- Social Responsibility and Brand Reputation:
Speaking of influencers, one of the things that the experience of the pandemic left us with was the need to rethink our priorities and the social responsibility that people with great reach have. From sharing false information to participating in racist, misogynistic, homophobic or insensitive campaigns, in recent years more and more influencers and brands have been questioned for their little or no social responsibility.
On the contrary, it is a response to our political and social context that we have faced in recent years. For example, Pepsi had to withdraw its campaign with Kendall Jenner in 2017 thanks to the backlash it received for its insensitivity.
- More and more video content
More and more platforms are trying to take over the distribution of videos on them. For example, with the rise of TikTok, Instagram has begun to give more priority to Reels, increasing their duration and certain features (such as the song search that resembles the TikTok interface).
For its part, TikTok, which started with videos with a duration of 15s to 60s, now allows videos of 3 minutes and it is believed that they are testing the possibility of reaching a maximum of 5 minutes. That makes it clear to us that videos are not going anywhere in 2022.
Although it is true that YouTube is still an important platform for consuming videos, as we mentioned in the previous point, consumers are more interested in the quality of the recommendations. Thus, following small influencers who provide them with more real and personal content.
Did you know that 68% of marketers mention that video has a better ROI than Google Ads campaigns?
Of course, this is accompanied by a good Content Marketing strategy that helps you achieve your goals and create valuable content that is useful and effective for your audience.
The Challenges of Digital Marketing In 2022:
In case you had any doubts, now more than ever, investing in your digital marketing strategy is more than a luxury, it is a necessity. However, we know that this is not easy. In Why should I invest in an Inbound Marketing strategy? We mentioned that part of the rejection of investing in digital marketing and methodologies such as Inbound is because companies have not seen the dream results.
Either because they do not know how to measure ROI or they do it too soon, or they simply have not applied an adequate methodology for their business and their buyer personas.
Even so, we cannot lose sight of the fact that more than a whim, investing in your website and the way you collect information from your users and leads will be essential for the future. As results are not built overnight, our recommendation is always that you start investing in your business and your strategies right now. Remember that this does not mean that you have to discard all your strategies, on the contrary. Marketing is a process of experimentation and each business has different processes. If you have a winning strategy, use it! The joke is that you don’t get stuck and try other channels that give you results so that you don’t depend on one strategy only.
