As 2022 approaches, you're probably evaluating and budgeting for next year's overall digital marketing strategy. There's a lot to consider: we just faced an unforeseen health emergency that impacted industries, changed social norms, and compressed technological advances into months instead of years.
For many companies, 2022 will be a time to clarify key priorities and identify the most effective ways to deliver their brand and product in new, innovative and expansive ways.
For the digital marketing company, new technologies such as AI and augmented reality will be increasingly present. They have grown and developed in the digital marketing field in recent years, however, they have taken on accelerated significance as industries seek to meet revitalized consumer expectations.
Let's take a look at the top seven digital marketing trends for 2022:
1. Data-driven technology
In the past, companies were required to educate consumers on the adoption of new technology. Those days are over! Now, regardless of a person's age, they expect convenience based on advanced technology and will change brand loyalty when it's not available.
In 2022 and beyond, AI will be king! From voice search engine optimization (VSEO) to chatbots to natural language processing software, artificial intelligence will create an ever-evolving environment where the customer now gets more than automated payments and an embedded YouTube video.
From a marketing perspective, artificial intelligence will also be used to drive the following:
· Anticipate consumer behavior using predictive analytics and propensity models
· Improve UX with artificial intelligence-based chatbots
· Reduce shopping cart abandonment
· AI-generated content will increase credibility with customers
· Measure the performance of marketing campaigns
· Automatically suggest targeted content
· Reduce administrative tasks and save money
2. Video Marketing
We know: it's not new. But it turns out that video marketing has been very effective and will continue to grow over the next 5-10 years. Today, over 70% of consumers have shared a brand's video and over 50% say their confidence in online purchasing decisions is boosted after watching a product video.
In fact, Google understands that sites with videos are more engaging and will push them higher in search results.
Whether you want to create product release videos, customer testimonials or podcasts, there are customizable templates available from a variety of sites to produce professional, high-quality, HTML-ready videos from Android or iOS-generated content. Most sites will also provide you with a transcribed text version that you can also publish.
3. Predictive Modeling and Augmented Analytics
In data-driven marketing, predictive modeling and augmented analytics are leveraged to anticipate consumer behavior and guide marketing efforts. Used effectively, it can be a great way to keep up with consumer trends and increase competitiveness.
A good example of statistical modeling happening in marketing is Amazon Assistant, an extension on Chrome, which allows Amazon to make recommendations based on what you're currently searching for or viewing online. Amazon actually circumvents purchases from other retailers by presenting their products and prices at the same time.
It is also used to notify someone of an upcoming delivery or other Prime-related information.
Reaching over 2.3 billion consumers by 2023, geofencing technology is a location-based service that allows companies to send targeted messages to people who enter their "fenced" area. It can be via text message, email, social media or an app.
It's been used for everything from Waze with gas stations to Burger King trolling McDonald's. And over 50% of consumers who received a geofence alert actually acted on it - not bad odds!
5. Agumented Reality
Using digital marketing services to great effect, augmented reality is being used by a number of companies to create a memorable user experience. It allows the customer to check out the product from the comfort of ... wherever they are.
The customer can upload a photo of themselves or their surroundings and then "try on" different looks without entering a store. Some memorable examples include:
Sephora's Virtual Artist: once you upload your photo, you can try on hundreds of different products in a variety of colors. You can also star in your own tutorials that you can download and post elsewhere (with the Sephora logo of course). Genius!
Grand Vision: try on glasses until you find the exact pair that fits your features and your color. once you find your model of glasses you enter the product page, click on "Try them on now" turn on the camera and try them on your face in real time, not bad, right?!
IKEA - Not sure how that chair will look in your living room? Upload a photo of your space to the IKEA app and then browse through their curated collections to find the perfect solution for furniture, rugs, artwork, etc.
6. Omnichannel commerce plus shoppable posts
We've heard a lot about omnichannel commerce solutions over the past couple of years. Well, it's still relevant and now it's even more so with shoppable post options joining the multichannel marketing approach. Businesses large and small can focus on reaching customers through every avenue, from social media to a physical store.
With online options becoming even more desirable in the past year, this creates another avenue to reach consumers, allowing them to make a purchase at the click of a button from the image that first caught their eye.
7. Content Marketing
Today, 88% of B2B companies say that authoritative content marketing gives their audience the opinion that their company is a credible and reliable source. With businesses and consumers bombarded with advertising 24/7, providing useful and educational information on a topic that interests them is a great way to build loyalty and keep them coming back to your site.
When developing a content marketing strategy in digital marketing, remember to include:
Content that uses Google's E-A-T philosophy: Expertise, Authority, Trustworthiness
Semantic keyword research that uses similar terms to support your unique keyword or main phrase.
Use A/B testing: you don't want to set up your SEO and forget it. Try A/B testing on title tags and meta descriptions to find out what works best and what makes your target audience respond.
To sum up…
After a long period of being at home, consumers have reset their expectations and the way they interact with retailers and commercial service providers. Major changes within service delivery models and technology offer an excellent opportunity that can be used to your advantage.
Take the time to understand the digital marketing trends you can expect in 2022 - they are the keys to your success.
If you have more questions about digital marketing or website design and development, contact us today to find out how Xplore Digital can help your business