2021 was an exciting year for digital marketers and brands across the globe. On the one hand, we saw the rise of influencer marketing, which kept digital marketing experts on their toes. On the other hand, advertising fraud and scams also tripled in the digital world, given that more and more businesses are cranking up their online advertising budgets.
Now that we are well into 2022, what does the digital marketing industry hold for professionals? What trends will determine the success or failure of brands? Let’s have a quick look:
- Conversational marketing rules the roost
Instant responses have already become the order of the day. In their day-to-day interactions, people prefer quick replies, and they have come to expect the same from businesses, that too across platforms.
That said, the brands that stay active on social media 24/7, are not spammy, deploy AI chatbots to answer common queries, and engage in social listening will be the ones that will come out victorious at the end of 2022. Connecting with the target audience through chats, comments’ sections of social media posts will ultimately help improve customer engagement, as well as boost relationships.
- Shorter video content
In August 2020, Instagram took a leaf out of TikTok’s book to develop its interesting ‘Reels’ feature. Since then, it has shifted its focus from being a simple photo-sharing and curation application to a video and entertainment platform.
The future of content is video. However, what users want in 2022 and beyond are clips that run no longer than 15-60 seconds.
This is your key to quickly building trust and seeming relatable to the younger generation. While integrating your business into such mediums can be challenging, rewards will be huge if you crack the short video marketing code.
- Podcasting
Many experts predicted that the podcasting sector would die a slow and certain death with the booming popularity of Twitter, YouTube, and Instagram.
However, the numbers tell a different story. As per Edison Research, 33% of Americans listen to podcasts on a regular basis. Moreover, ad revenues from podcasts will exceed $3 billion by 2025.
Players like Google, Facebook, and Amazon are investing heavily in podcasting, given the massive engagement levels it promises, while ensuring the creation of loyal communities. In fact, podcasts, along with YouTube, could be the secret ingredients to establishing your brand as a market leader and the go-to knowledge resource in the coming months.
- Metaverse marketing
The world is abuzz with discussions around Facebook’s metaverse. But, let’s backtrack a bit. A metaverse, in itself, is a simulated digital environment that connects people and businesses through a wide range of AR, VR, 3D hologram tools and technologies. It offers a digital world wherein people can interact, play games, and more.
Gaming environments can be considered rudimentary metaverses wherein you can select your own virtual avatar, interact with those around you, and even attend online events. Top brands have already made their mark on Facebook’s VR metaverse’s beta app — Horizon Worlds — with bold digital ads and unique in-game additions to promote their products right before millennials and gen Zers.
Marketing researchers are studying how long people use such VR/AR tools and technologies, as well as where their peripheral vision lingers in digital worlds, to understand how they will inevitably interact with digital promotions in virtual worlds. This will be a gamechanger for marketers as far as promotional campaigns are concerned. Those who jump into this bandwagon in 2022 may have the opportunity to stand out from the competition.
Summing Up
It wouldn’t be an exaggeration to say that traditional rules of marketing will be rewritten this year to keep up with evolving customer expectations. While a few of these digital marketing trends will be easier to embrace than others, staying updated regarding all of these industry developments can prove to be extremely beneficial for professionals. Do keep these pointers in mind while crafting your next marketing strategy!
Faisal Abidi
