With the rise of emerging technology like Augmented Reality (AR) and Virtual Reality (VR), as well as continuing to navigate the pandemic, marketing trends will be looking to ring in the new year with notions of hope.
Consumers are wary of COVID as there is still uncertainty on where everything is headed. Marketers need to continue to ensure consumers through posting relatable content and showing empathy. This will build trust and remind consumers that there is a better future to aspire towards.
And as digital marketing is an ever-changing industry, it’s vital to keep up with the trends. This is so your products and services are always reaching their intended audiences. We’ve got you covered so you can prepare for the year ahead. Here are the digital marketing trends to look out for in 2022.
1. Interactive content
The digital space has come a long way from the days of static and one-way content consumption. Now, consumers are able to interact directly with products, services and content. For example, social media platforms enable marketers to engage with users via polls, live videos and comment sections. This way, users can feel involved and it can build their trust, as well as gather information on their interests and preferences.
And in the coming year, interactivity will level up thanks to emerging technology. AR and VR will further immerse users into the digital world. This is likely to have an impact on consumer activity by increasing engagement, which could lead to an increase in sales.
2. Artificial Intelligence (AI) and machine learning
At this point, consumers now expect to receive personalised content. According to statistics, a massive 80% of consumers say the chances of them purchasing from a brand that provides personalised experiences are much higher than those that don’t.
AI and machine learning will play a heightened role in a lot of marketing strategies. It will offer brands the opportunity to get to know and understand their audiences better. Targeting their needs and preferences will add more value to campaigns, in turn increasing revenue and trustworthiness towards the brand.
These technologies can be used to offer specific content to only certain audiences. For example, if a particular target audience takes preference for audio content, they will receive more of it compared to the audience that doesn’t prefer audio. Smarter HQ found that 72% of consumers engage with marketing messages that are customised to their interests. This shows the importance of personalisation.
Machine learning can also be implemented for product recommendations. Online shops could recommend products to returning customers based on their previous purchases. Amazon is said to be implementing this strategy in their first physical clothing store, Amazon Style. Shoppers will be able to choose clothing based on a personalised algorithm that can also make recommendations from previous purchases.
3. Email marketing
Email marketing still reigns as one of the top marketing strategies. In fact, 80% of marketers told Litmus that they’d rather give up social media marketing than email.
This year, we will see more capitalisation of email marketing through email automation as well as a focus on personalisation and data privacy. Part of email’s popularity is that it can be segmented. This allows marketers to target different audiences with specific messages based on their needs and preferences. This increases engagement and in turn, helps nurture leads. HubSpot reported that in 2021, 78% of marketers saw an increase in email engagement over the previous 12 months.
Not only can content be personalised, but their frequency can as well. This leads to the other advantage of email marketing: automation. Messages can be communicated consistently and without much effort, leaving both consumers and marketers happy.
4. Video Content
Short video formats have picked up steam in recent years, and they’re likely to continue to. Statistics showed that 54% of consumers want more video content from their favourite brands. Platforms like TikTok are becoming more popular as a marketing tool because they’re great for engaging with consumers.
For example, starting a branded hashtag challenge can encourage user-generated content that can promote your brand or products and services. A study also concluded that videos attract 300% more traffic than other forms of content and they help nurture leads.
People are expecting brands to be more eco-friendly and sustainable since the pandemic. In 2020, a survey found that 45% of consumers were interested in sustainable and environmentally responsible brands. This interest shows that consumers want to see companies take charge and solve their everyday sustainability problems. For example, consumers want to know-how products and resources are being recycled and whether they’re adding to or reducing waste.
Marketers will need to be on top of their messaging game to ensure that their consumers are aware of brands’ sustainability efforts. A good example to look at is Adidas. They’re committed to using 20% renewable energy during production and fair labour practices.
Adidas’s sustainable Stan Smith campaign highlights that the brand is shifting towards being more eco-friendly.
6. Shoppable content
Online shopping has steadily been on the rise but grew immensely during the pandemic. With a lack of in-person contact, brands had to rely on online solutions to keep their businesses running. Last year, 27.6% of the global population shopped online.
Online shopping is becoming more convenient with shoppable content. These are digital assets, like a social media post or ad, that users can click on to make a purchase. Usually, users can complete their transactions without being referred to an external site. So a user can click on a relevant Instagram post, and buy the items from the post without leaving the app.
This strategy shortens the sales funnel and instantly converts users because they’re already inspired to make a purchase. Social Sprout reports that 73% of businesses already sell their products on social media.
Although the pandemic has left much uncertainty in its wake, this year is going to be about aspiring for a better future. Brands will be using technology upgrades to improve our online and in-person experiences while being more environmentally responsible. We’re committed to ensuring that your marketing messages are on-trend, and your brand isn’t left behind. Our award-winning strategies will help you increase your online presence and grow your business through digital marketing.