Let’s see what digital marketing landscape 2022 has in store for you. There's a lot to consume and digest, from the surge of TikTok, metaverse, cryptocurrency, and NFTs, to Google wiping off third-party cookies by next year.
If Facebook could change its name to Meta in a second and leave brands and marketers dumbfounded, you should expect anything to happen in the coming years. No matter what changes and trends take a turn, you must stay cautious as a marketer.
Staying in touch with customers and communicating with them in a way they feel connected is what makes a marketer a marketer. And for that, you must provide the marketing foundation right because you can't rely on trends, and they technically change, which is why they are trends.
So you got to do what needs to be done!
Here's a list of what we think could be the digital marketing trends 2022 to help you out:
Losing sight of search intent is like producing content without knowing your target group, and it'll only end up nowhere, making no returns. So it's important to understand search intent, which is the "Why" behind your content.
There are different types of search intent, including informational, navigational, transactional, and commercial. Every intent carries its own explanation. Our job is to provide content for the relevant search intent, while Google's job is to help the users find what exactly they're looking for.
Google prioritizes humans over algorithms. Machine learning algorithms such as Multitask Uniform Model (MUM) and Bidirectional Encoder Representations from Transformers (BERT) make the search engine user-friendly or — more human. It helps the search engine understand humans as much as it understands the content.
So if you have been assuming that search intent will not be important or you can push it behind to prioritize other areas, you've got it wrong. If you want to be seen and heard, you need to provide what people ask. To offer what people ask for, you need to answer their queries.
If you don't know their queries, how are you supposed to answer them? This is why you must be mindful of the search intent.
So how can search intent NOT be a digital trend in 2022? Well, it's evergreen!
"I saw toothpaste ads on my IG, but I was just talking about toothpaste brands with my sister. This is scary."
We've heard many such stories. It's more like the Internet is spying on us, but that's not technically true (will talk about it in another post because there's A LOT to talk about). When people experience such things, they tend to worry about their privacy, and we can't blame for that because privacy is everything.
Unlike before, people are cautious about their privacy and take steps to protect it. They are more interested in using services that ensure high data protection. But then, this challenges marketers because they need data to offer exactly what the customer needs. Data customize messages to provide a better customer experience, and it helps marketers exceed customer expectations.
The privacy concerns will continue in 2022, so you shouldn't take it easy. Instead, you should use the data protection strategy, which emphasizes that customers are prioritized. It's time for marketers to do what it takes to build trust if they want to remain successful in 2022.
You can be transparent about how you collect personal information, use it, and how it helps you add value to the customers. If you didn't know, Firefox and Safari browsers have already blocked third-party cookies. Though Google planned to remove third-party cookies by 2022, they have postponed the decision to next year.
Even though privacy is challenged, marketers cannot look past it because they need it! Without data, marketers are clueless about what customers need.
If you have been in the business world, you know that conversational marketing isn't anything new. It has been there forever because how else are businesses supposed to communicate with customers? Brands have specialized tones that they use to communicate with their target market.
However, digital marketing trends have changed for good. Chatbots and social media are some of the few ways businesses interact with customers. But the best part is that businesses have understood that conversational marketing is here to stay. The landscape has changed for 2022 so should your business.
Conversational marketing changes have become vital with changes in customer behaviors. With the advancement of technology, customers expect a quick and seamless interaction with the business. They expect real-time replies, which is why chatbots play a significant role in businesses.
As obvious as it may seem, people want instant replies, so they expect businesses to respect their needs, and it has happened through:
Individual attention and customized replies to customers stand out among all the other efforts you make. This is why conversational marketing is continuing in 2022.
You're not doing it right if you do not include video marketing in your marketing plan. Short-form video took the Internet by storm in 2021, and it'll continue to be the big guy even in 2022.
Google owns YouTube, so their ultimate intention is to integrate YouTube search results into Google Search. By 2022, the first result of the search queries will be dominated by YouTube videos.
Videos are equally beneficial to businesses and users. So investing in video marketing shouldn't even be up for discussion. It's worth the investment if you want to increase leads to your business, and this is way more important if you think your product or service can be shown in a better way through video content.
On top of all, the social media marketing landscape has changed after TikTok. Once it took a positive turn, the other platforms have joined the bandwagon. Hence, Reels have become a great addition to video marketing and is performing amazingly well. While that's happening, YouTube has picked up 'shorts.'
Overall, fast-paced, short video content has become an engaging digital marketing trend. It's easy for the consumers as they get succinct messages that consume only a few minutes of their day, which is exactly what the customers look for!
If you're planning to overlook video marketing, please don't! It's going to be trending for the next few years, so get a hold of it.
This is not about Facebook alone. It's about the metaverse. The virtual world deals with Virtual Reality, Augmented Reality, 3D Avatars, and whatnot! Unlike what people assumed, Facebook isn't being wiped off social media platforms; instead, it's making so much noise. Brands and businesses must seriously take Meta into account for their digital marketing strategies in 2022.
The equation is pretty simple, the way Facebook is moving, we can literally see its capacity to set unique performance metrics.
The official rebranding of Facebook to Meta happened unexpectedly, and the speculations were about its end times. But it seems like Facebook isn't quitting any time soon. There's a big call on Metaverse and Facebook for the future.
Though the headlines were all about people giving up on Facebook, it doesn't look like it's happening. With over 3 billion users and continuing every month, we can always expect the unexpected in the digitized world.
According to Mark Zuckerberg, the metaverse is "embodied internet, where instead of just viewing content—you are in it,"
Unlike people, brands will embrace metaverse, and so will the people — over time.
Remember, digital marketing is full of opportunities, and as a marketer, it's a pity if you miss out on them. We actually wanted to cover more than 5 digital marketing trends in 2022 because there's A LOT!
When we say a lot, we mean it. You've got part 1 of digital marketing landscape 2022, and stay tuned for the next parts.
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