I’ve chosen 9 emerging digital marketing trends for 2022 that will help you put your business in front of the competition and will help to boost your business.
Mind you, these are predictions based on what’s already happening in marketing. You should never forget about the golden rules that are timeless and were proven to work every time.
The new trends, however, are a great opportunity to distinguish your brand and put you forward of the competition. The earlier you catch on, the better chance to get discovered.
Ready? Let’s take a look at the latest digital marketing trends:
1. Focus on video marketing
I’m sure you are aware of the “mobile first” notion that is present for a few years now. And now, with the 5G and better mobile data plans, video streaming is easier than ever on smartphones and tablets.
That’s why the popularity of TikTok was possible in the first place. You can record your video anywhere, but also watch it anytime you want. Something that was much more expensive when the mobile data plans were limited to megabytes of Internet, instead of gigabytes.
And people love to consume video content.
Video marketing will be one of the biggest digital marketing trends of 2022, no doubt. If you aren’t creating marketing videos yet, you should definitely consider expanding your digital strategy.
Analyse the social media sentiment
Have you noticed the decline in trust in social media influencers?
For a long time, influencer marketing has been the go-to strategy when it comes to promoting a specific product or raising brand awareness.
That started to change a few years ago and reached its height at the end of 2021.
All the scandals caused by many Instagram celebrities caused a trust crisis. People are becoming more sceptical when it comes to influencers endorsements.
That doesn’t mean, however, that an influencer marketing tactics are useless.
A game changer in 2022 will be sentiment analysis. Many tools, including Brand24, offer such an option, and the demand for sentiment analysis will only grow in the future.
Sentiment analysis is based on the NLP, which stands for Natural Language Processing. The process entails AI learning the ins and outs of human communication and analysing whether a statement made online is positive, negative or neutral.
A few years ago, the technology had a problem with detecting sarcasm or irony, but the technology has evolved since then. Many tools can correctly recognize ironic statements and label them as comments with negative sentiment.
Digital marketing is always changing and evolving, but 2022 will likely hold some dramatic changes. Businesses and brands must not only plan for the future of digital marketing but be prepared to take advantage of it. Here are the top 12 digital marketing trends to keep an eye on in 2022 and how you can use them to your advantage.
1. Meta is everywhere.
Facebook officially changed its name to Meta. While creating a name for the parent company is logical (remember Google became Alphabet?), the choice is what matters. Facebook is betting big on the Metaverse, which is a term for virtual and augmented experiences. This is a big bet on the future of the web.
2. Influencers continue to grow
Influencer marketing is set to reach $13.8 billion in 2021 and continue to grow. Influencer campaigns inherently provide context and relevance since the influencer is endorsing the product. B2B brands also continue to embrace influencers — Adobe, SAP, GE and PWC all have harnessed this trend.
3. Marketers get more strategic.
As automation, artificial intelligence and machine learning take away a lot of the grunt work of digital marketing, marketers must become more strategic. The options in digital marketing continue to grow.
Recommendation: Marketers need to think strategically to focus on what really drives their business growth.
4. LinkedIn is growing, growing, growing.
LinkedIn continues to be a rising star in the digital space. Each quarter they show considerable gains in monthly active users and engagements on the platform. They are also continuously launching new features that drive better results for businesses and pages.
Recommendation: Marketers should go all-in on LinkedIn.
5. SEO is less game and more integrated.
Search engine optimization is one of the oldest and most valuable forms of digital marketing. As search algorithms have continuously become smarter and more contextual, marketers need to focus less on the "hacks" and "tricks" of SEO and more on providing an outstanding and meaningful experience to their users.
Recommendation: Marketers should focus less on SEO and more on excellent user experience.
6. Experiences are the new social currency.
Businesses still clamor to drive word-of-mouth and earn social attention. As the advertising landscape becomes noisier, earned media and word-of-mouth become more important to break through.
Recommendation: Marketers should focus on creating experiences at every stage of their interactions with customers to earn social media word-of-mouth.
7. Digital jobs continue to grow.
According to LinkedIn, digital skills are the most in-demand. Yet there is a big skill gap between the number of businesses searching for digital skills and the skills in the marketplace.
Recommendation: Marketers should upskill to stay relevant, and leaders should have digital upskill plans for their organization.
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