As the world finally emerges from the pandemic, marketers face a highly altered business landscape. What has worked for marketers in the past will not work for them in the present.
Increased digitization has accelerated digital marketing’s share in comparison to traditional marketing. As a result, digital ad spending has already eclipsed offline/traditional advertising as the primary marketing medium. As a result, global ad expenditure fell 4.2% to $569 billion in 2020. Traditional media accounted for $233 billion of this total, a decrease of 18% from 2019.
With the pandemic redefining consumer preferences and accelerating digitization globally, companies are ready to invest considerable money in promoting their goods and services via digital marketing.
As 2022 is just around the corner, let’s discuss some of the top trends to look out for.
Trends To Look Out For
Following are the seven marketing trends of 2022 to look out for.
The Continual Rise Of Artificial Intelligence
Different industries like banking, healthcare, retail, education have started to use artificial intelligence for marketing purposes. Marketers use AI to automate essential functions like keywords recommendations, keeping an eye on the company’s website traffic, and many more.
However, marketers are now finding ways to utilize artificial intelligence apps to predict what consumers will like to buy based on their previous purchases and search history.
As machine learning advances AI potential, 2022 will see more automation and intelligent solutions integrated into the marketing workflow.
Content Remains The King
Bill Gates once predicted in 1996 that future content would affect the market success; however, the prediction will become clearer in 2021. According to Research Dive 2020 report, the content marketing industry in 2026 will reach over $107.5 billion.
There is no substitute for well-researched, expert content. As consumers continue to look for ‘value,’ your content offerings will play a decisive role in attracting new customers.
Integrate new strategies to brainstorm new ideas. For instance, utilizing concept map makers to create exciting, new and original content to reach and engage audiences and convert readers into new customers.
When the coronavirus outbreak caused closures and enforced social distancing, marketers had to cancel several in-person events. However, virtual events became a cornerstone for connecting with leads and consumers. These events could all become successful after marketers spent a massive sum of money on social media and other digital channels to promote the virtual events.
Now, consumers and the marketers who sell to them are caught between two opposing urges. Many people desire to attend all the live events; however, many people are content to stay virtual after experiencing live events while sitting on a comfy couch.
To keep both audiences happy, you need to create hybrid events. For example, in-person events will use high-level technologies and digital components such as virtual reality and augmented reality so that the audience at come can have a realistic experience.
Needless to say, internet usage is at an all-time high. But what does it mean? In marketing, the way people purchase and shop has evolved with internet usage, including how people access the internet.
As more consumers use mobile phones to explore goods and services rather than desktop computers, businesses must produce smartphone-friendly content that ranks better in search engines. One easy technique is to optimize the design of your website such that it automatically adapts for smaller displays. Moreover, AMP (accelerated mobile pages) also speeds up material loading on smartphones and tablets.
AI-Powered Influencer Marketing
The influencer market, which was valued at $9.7 billion in 2020. The industry is predicted to grow by more than $5 billion in 2 years, to reach a cap of $15 billion. As a result, marketers are allocating almost a quarter of their budget to onboard niche influencers.
Moreover, the next stage of influencer marketing will see the ubiquitous use of artificial intelligence (AI) in everything from identifying the best-fit influencer for your niche to evaluating the campaign performance. Such advanced insight will not only allow for better campaigns but also increase ROI.
The use of virtual assistants has been rapidly increasing along with AI. By 2022, the market value of voice search shopping will reach $40 billion, with voice assistants accounting for 18% of consumer expenditure.
Your company most likely already employs a virtual assistant to automate customer care demands via apps such as efficiently addressing client queries on social media channels, email marketing, and other online platforms. Virtual assistants, often known as “chatbots,” provide a slew of advantages, including the following:
- Chatbots can respond to consumers’ queries without company interference.
- AI-powered chatbots enhance the customer experience.
- Chatbots improve engagement rates with customers by offering them customized experiences.
Substitutes To Third-Party Cookies
As awareness regarding data privacy grows, people want more protocols and control over their information. Simultaneously, Google just revealed its intention to eliminate the support for third-party cookies. So what are today’s marketers supposed to do? To begin, boost your efforts to collect and fully utilize first-party data.
Moreover, you can use different methods such as FLoC or Google’s Privacy Sandbox to curate consumer data. Organizations will need to leverage innovative strategies to extract data, such as quizzes, polls, etc.
Why hire a software developer
Apps are dominating the digital industry, and businesses are looking for opportunities to increase their online presence, which leads a company to app creation. An app developer like Portland Software Developers will assist in building an app for your business and link you up to ensure that your searches appear top of the list once a person searches specific keywords.
They offer matchless app development services and will put forward great ideas to help build outstanding apps that rank well.
These app developers are customer-centric and will offer other incredible services, and they include UX/UV design, customer software, and web development services.
As businesses embrace new technology and leverage new tools, 2022 will continue to be a year hallmarked by accelerated digitization.
These trends highlight the need for organizations to invest in upgrading their tech stack and taking up new initiatives to drive growth.