Latest Digital Marketing Trends in 2022 (Updated)
With all the recent approaches in digital marketing trends, 2022 is set to be a year of modernization, constructed on the brand-new ground that was broken in 2021.
While technologies like artificial intelligence and data-driven marketing will surely be big trends for 2022, the overall spotlight will be on people and not on technology.
The digital marketing landscape is constantly changing and it’s interesting to predict how modernization in digital media, platforms, and technology will shape marketing in 2022. Digital marketing trends include things that boost customer interaction and customer experience.
Search engines promote those who qualify on all grounds of marketing and they are also the prominent factors and trends in digital marketing: content marketing, mobile marketing, paid marketing, conversion rate optimization, marketing automation, etc.
Digital technology has altered the face of business. Mobile has been a tremendous trend in marketing for many years, and it makes up over half of the web traffic.
The interaction between businesses and consumers is emerging as new gadgets, apps, and social media platforms become accessible.
Each year, new gadgets and technologies have cropped up and the marketing technology prospect has enlarged to 6000 or more solutions. Marketers now have the privilege to choose from a bewildering bunch of options to connect with new customers, promote their products or build brand adherence.
Thus digital marketing is all about advertising or promoting brands and products over an electronic medium such as websites, social media, email, mobile apps, etc.
Technology is continuously advancing at a swift pace, so some of the trends are fixated on technology. In this era, allocating information is effortless than it ever has been before. As we brace for the start of a new decade, we are looking forward to the brand-new innovation in marketing; new technology trends for marketers to delve into, and new ways of finding and associating with buyers.
The previous year has been a whirlwind in terms of improvement in the digital space. Being attentive to arising or continuing trends is a crucial factor in standing on top of the game.
The impending 2022 digital marketing trends are paradoxically both more personal and more automated. The general haul of digital marketing progresses in the direction of more personal exchanges with more targeted niches, but the means of accomplishing those connections rely on automation and new technology.
The heart of digital marketing remains the same- getting the masses what they want, when, and where they want it; and 2022 is just opening brand-new gates to get there.
In the previous year, it was anticipated that the world of digital marketing will be monopolized by artificial intelligence and chatbots, video marketing, content marketing, mobile marketing, voice search, etc.
While these trends continue to escalate, the world of digital marketing will bring about some alluring additions in 2022.
Marketers are often found hustling to review the success rate of their campaigns. Therefore, digital technologies grant immense opportunities for more accurate measuring of key metrics and surveying how marketing is affecting sales.
General marketing principles cover up almost all businesses, while the impact of more peculiar trends, approaches, and tactics are narrowed down to certain evaluated companies, target audiences, and industries.
Just like any other conventional marketing, the act of digital marketers is to draw in customers by using diverse tools and techniques. According to recent reports, the demand for digital marketers has increased more than 75%; and is anticipated to expand more in 2022.
In 2022 we’ll look at new marketing trends, along with some earlier ongoing trends that are still active. There are major trends that have been cropping up in recent years and they are continuing to rise in significance while new strategies have recently been developed and marketers have begun to focus on them so that one may advance in their field.
The main essence is to always keep tabs on advanced developed technologies, and device plans on how to make the most out of the new developments to stay ahead of the game.
The digital marketing throne is not an easy one to be conquered, but keeping pace with ongoing trends is guaranteed to keep one closer to it. Whether one is devising a new digital marketing strategy, or bettering an existing one, these top following trends will certainly help one with digital readiness.
You may consider enrolling in one of these job-specific professional courses by IIM SKILLS
In this article, I’ll delve into twelve key marketing trends based on illustrations and analysis on the adoption of the most recent marketing trends, techniques, and technology marketers use:
- Voice Search
- Email Experience
- Interactive Content
- Influencer Marketing
- Search Engine Optimization (SEO)
- Search Engine Results Page (SERP)
- Virtual and Augmented Reality (VR & AR)
- Artificial Intelligence
- Rise of new social platforms and social messaging apps
- Customer Experience.
- Voice Search:
The growing use of voice search has made it essential for marketers to reevaluate their digital marketing strategies in 2022. A large population of consumers are finding specifics through voice search, rather than using the traditional typed query on google. Today voice search is playing an important role in providing various kinds of relevant information that consumers are drawn to.
AI is getting more resourceful and the total number of flaws made by voice assistants like ALEXA, SIRI, and GOOGLE has decreased in recent times.
A specific audio format that has given a particular promise to B2B marketers is the podcast. Podcasts have gradually gained popularity in the last few years and the business world is now taking notice of it.
Many companies are already including voice search options in their digital marketing strategies to convey profit-based content productively to their consumers. 50% of all searches are now seen to be completed by voice search in 2022.
Currently, 75% of people who use voice searches claim that voice searches have now become a part of their daily life. Optimizing for voice search is a great approach to spread brand awareness.
Voice searches are more in the shape of a question asked, than compared to keyboard typed inquiries. One can do many things to optimize their site for voice search, but the most important variation involves using long-tail keywords like ‘What is Digital Marketing?’, rather than short-tail keywords like ‘Digital Marketing’.
As more citizens use digital assistants like ALEXA, CORTANA, or SIRI, SEO leans more towards voice searches, with keywords based on what people talk, and how they speak, and not on what they type. Voice assistants can search for answers, read text aloud, play music, and even dictate passages for consumer’s hand-free.
- Email Experience:
Engagement-based emails have been one of the biggest trends in this year 2022 and also in the previous year 2021. Email consumption, delivery, and design have vastly improved over the past few years. Interactive content encourages users and persuades them to take action right from their emails, rather than having to visit another page to take action.
Recently, there was a decline in plain-text emails and newsletters. In their stead are attractive and eloquent emails that seize customer’s attention towards their business.
A few top email marketing trends are:
- Minimum email design helps to draw customer’s attention, rather than sending vibrant and radiant images. It also attracts the audience’s attention to the offer than to the image. As a result, one can share a clear brand picture with its buyer, which later in time helps with increasing sales.
- Story-telling about one’s brand: 2022 is a year that will solely focus on brand credibility. Consumers now-a-day pay more attention to reliability with reviews of public opinions. Thus stories have more impact on our consciousness as they can be memorized effortlessly. By email marketing, businesses can produce a story to show their subscribers about their team working behind the scenes, which in turn helps in creating a stronger bond between the company and its customer.
- Mobile-first optimizations: In 2022 the number of mobile users is expected to bounce approximately 7.28 billion. Using emails will aid the public to view emails easily, make payments or purchases without difficulty. Mobile email marketing is one of the most important trends to delve into in 2022, to deliver one’s brand message and to increase sales.
- Social Media Integration: As reported in a survey, roughly 42% of the population use social media as a part of their daily lives. To make email further adequate, combining social media account with email will help consumers to understand more about your brand and it can also convey your message without more promotion.
Chatbots are programs that are created to engage with online texts and queries automatically. They’re effective software programs that cooperate with website visitors and customers.
A chatbot is personal, impartial, and informational. Chatbots interact spontaneously with people exploring the site and resolve their inquiries on the spot.
Chatbots either use verbal communication or chat windows to guide web users to get what they’re looking for. Chatbots are also programmed to use machine learning to regulate their replies to correspond to particular situations. According to the survey report, chatbots will power 85% of consumer service in 2022.
Chatbots are slowly enhancing to be more refined and competent in handling more complex requests, thanks to artificial intelligence and machine learning. In 2022, this automation will become more polished and integrated into company websites.
The top benefits of Chatbots in 2022 are:
- Save time and money
- Shows good humor
- Increase customer satisfaction
- Convert leads
- 24/7-hour assistance
- Immediate replies to queries
- Guides new users for better results
- Engages consumers in fresh and unique ways.
- Interactive content:
Interactive content has been emerging for some time, and in 2022 it has reached its peak. It has become a must for all B2B marketers. 91% of buyers are probing for more interactive content online and in 2022 the focus of content marketing is to give people what they are looking for.
Some examples of interactive content are shoppable posts, 360-degree video, AR/VR, quizzes, and polls. More than 85% of B2B content marketers admit that creating content makes the audience regard their brands as reliable and authentic.
High-quality content grants one to reveal one’s knowledge and helps you to communicate with your clients from a place of higher authority. To rank well in google, businesses started focusing on content on the intent of the searcher.
A few reasons why interactive content is favored:
- Content is unique and authentic.
- It gives the searcher a reason to browse on the page.
- Contents are easily shareable; thus increasing your brand awareness.
- content marketing gathers up conversion rates 6x higher than any other method.
- Interactive content helps to increase brand awareness.
- It increases page views, boosting intriguing metrics, reducing bounce rates, etc.
- Interactive content produced double the conversions, compared to passive content.
- It is 95% more effective than static content.
- Influencer Marketing:
Influencer marketing is a kind of word-of-mouth marketing that targets using key leaders to boost your brand message to a larger market. Influencer marketing is not just a trend.
Influencers are fundamental for building consumer awareness. It has evolved to become more personalized than before. As it becomes more genuine, more than 90% of people trust other user recommendations over corporate broadcasting.
They are known as ‘internet celebs’, but they are more or less
YouTube or Instagram personalities with vast slot, who assists in spreading the word about one’s business or product through their social media channels.
Influencer marketing is slowly getting affected by artificial intelligence. It is helping by identifying those with superior engagements, fewer fake supporters, a greater chance of accomplishing a positive return on investment, and is making the process of finding the authentic influencers to ally with, easily and quick.
- SEO (Search Engine Optimization):
Recently Google’s BERT update has made a big impact in the SEO world. Google is attempting to create its search engine smarter and boost its capability to fathom the complex subtlety of language and the searcher’s intent. According to google, BERT will influence intricate search queries that depend on context.
Right now remaining on top of the SEO game is every digital marketer’s priority. The conversion rate for SEO is 14.7%, firmly beating the 1.7 conversion rate for traditional outbound approaches.
People are more interested in searches like “Near me” or “close by”, and it has raised by more than 900% over the last few years.
Google has been compiling affluent ‘visual search’ snippets across all their platforms and appliances, which is, in turn, allowing searchers to gather all the information they are searching for in a lot faster way.
The technical application of these rich snippets is a large section of what is called structured data and “Schema Markup” which is anticipated to become the spotlight of SEO in 2022.
- SERP (Search Engine Results Page):
For the past few years, voice search has been generating waves, altering the way search engine optimization works. The top spot in SERP is now ‘position zero’, a featured snippet of text which appears above the search results page.
Featured snippets or other on-SERP data means that the searcher doesn’t need to click on the website to get the information, but it’s right in front of them on the results page.
As it’s usually the only information that the searcher will look for, so it’s highly coveted. Over 60% of the search results shown by Google are presently in position zero search results.
More marketers are now investing their resources in on-SERP SEO to acquire this prime time ranking spot to have an advantage over their competitors.
It thus boosts one’s CTR, urging more organic traffic to their site and increasing the possibility of claiming the top spot on the search results page.
Personalization is one of the most desired features customers search for nowadays. 90% of people surveyed that they found personalization very tempting and 80% noted that they would prefer to do business with companies that offer personalized experiences.
Benefits of personalization are:
- Improved customer experiences
- Consistent brand messaging
- Increase in interest
- Better brand trustworthiness, etc.
A segmented email list is one of the well-known ways to personalize one’s online marketing efforts. Personalized emails perform 3x better than generic emails.
Some of the companies that use personalization are Starbucks, Cadbury, EasyJet, etc. Consumers take an interest in associating with brands that go out of their way to distribute personalized content and offer based on their previous involvement.
Personalized marketing messages form a connection between the brand and the targeted audiences. Businesses are likewise trying to personalize every single experience both online and offline.
- Virtual & Augmented Reality (VR&AR):
In recent years, virtual reality and augmented reality have become massively favored and are arising as top trends in 2022. In 2022, AR is expected to overlap VR in popularity, since VR gadgets are quite pricey for the market, despite VR’s prior outset.
The immersion of VR like, VR headset, virtual staging for real estate, virtual gaming, Google cardboard, and Oculus has been a vastly discussed topic for many years.
Brands are cooperating to make use of these immersive technologies as viable to boost sales and improve their customer satisfaction by 2022.
It is predicted that in 2022, roughly 100 million people will use AR to shop online and in-store. AR increases the visual impact of sales demonstrations as it aims to design three-dimensional thinking.
Clients can not only view the demonstration before them but as well as around them, which allows the marketers to close the deal successfully. AR can be used in various forms of ways, like, modifying experiences across different sectors, be it retail, live events, real estate, museums, or automobiles.
Recently Facebook introduced Spark AR, which grants consumers on Facebook and Instagram to set up filters and upload them on-stream. IKEA, for instance, has an app that grants consumers to visualize any kind of goods before making a purchase.
- Artificial Intelligence (AI):
AI will be the heart of global business and industry shortly in 2022 it is said to reach its peak. Artificial Intelligence is one of the leading technology behind voice search and smart assistants, that help consumers to find answers quickly.
Gartner proposes that 30% of businesses will include Artificial Intelligence in their sales processes this year. Artificial Intelligence (AI) can interpret human behavior and search patterns to help businesses to learn about customer behavior to satisfy them.
In 2022, machine learning and automation will pick up the rapid pace and assist in completing complex tasks faster and better than human beings.
Some examples of the use of Artificial Intelligence (AI) are:
- Upgrade customer retention and integrity
- Use AI-powered chatbots to boost user experience
- To scale up one’s content marketing with AI-generated content
- Improve voice search queries
- Influence audience insight to increase search ads
- Convey a profound personalized website experience to every user
- Enhance blogger outreach, etc.
- Rise of new social platforms and social messaging apps:
Marketers are finding that increasingly more potential consumers including previously existing ones are all dispersed across the web and are eager to operate directly through their preferred social platforms or channels.
Thus messaging apps are grabbing this chance and providing new APIs to start conversing between businesses and customers. Apps like WhatsApp, Facebook Messenger, and WeChat, are the best examples.
These apps are becoming more popular for businesses to communicate with their customers rather than chatting with friends. Hence messaging apps are popular with businesses as they find it easier and convenient to have direct contact with customers.
Also, there are new trending social apps like TikTok, Sharechat, Vigo, Firework, Helo, etc.
The year will probably see a growth of more apps like the aforementioned ones, as these apps have been a hit so far among common people.
- Customer Experience:
It is anticipated that 2022, will be a year of the customer and for the customer. Marketing is no longer about trying to persuade people to work with or buy materials from one’s company, rather the first concern is to maintain customer satisfaction and keep people coming back for more.
The progress of online content has given customers more authority. They are no longer the inactive party when it comes to learning about the products. Instead, they are taking pleasure in doing the research. 75% of marketers admit that customer experience is a crucial factor for them to come to a decision.
Exceptional customer experience is paving the way in marketing, deviating focus onto inbound strategies for serving and retaining existing customers. Thus marketing in the future will not be able to stay independent from the customer experience.
Apart from these twelve digital marketing trends 2022, there are still many more still left to mention like customer privacy, visualization, website security, 5G technology, etc.
At one time, artificial intelligence, data-driven marketing, and voice search engine optimization were thought to be ambitious conceptions next to bizarre. But today, these innovative digital marketing trends are among the highest concern for any business owner in 2022.
To be on a par with the ever-evolving digital marketing industry is not as simple as ABC. Only staying up-to-date with trends and adapting to the shuffling online environment to promote your brand is the sole key to stay ahead of your competitor.