Computers and Technology

Marketing trends to watch out for in 2022

If there's one thing marketers have learned from the COVID-19 pandemic, it's that having a strong online presence is essential to growing your business. Creating a website is no longer optional, it is mandatory. As I look at the trends for 2022, I need to keep up with the digital advancements in my marketing strategy.

If there’s one thing marketers have learned from the COVID-19 pandemic, it’s that having a strong online presence is essential to growing your business. Creating a website is no longer optional, it is mandatory. As I look at the trends for 2022, I need to keep up with the digital advancements in my marketing strategy.

In this article, we are going to cover the 10 most common marketing trends to consider in order to make your business future-proof.

Top Marketing Trends in 2022

  1. video marketing

  2. Voice Search Optimization

  3. Virtual Reality (VR) and Augmented Reality (AR)

  4. Influencer Marketing

  5. interactive marketing

  6. Artificial Intelligence (AI) and Machine Learning

  7. live streaming

  8. branded audio content

  9. organic SEO

  10. inclusive marketing

01. Video Marketing

We’re seeing more and more short-form content, and this momentum shows no signs of waning. Instagram Reels , TikTok and YouTube Shorts are video-based content channels that have become very popular in recent times. Video marketing is expected to play an even more important role in marketing in 2022, as it can attract and engage more attention than any other content . Also, creating shorter video content works to your advantage, as the Instagram algorithm has been found to favor Reels even more . This means that the more videos you upload, the more exposure you get.

Therefore, in 2022, we will see video being used in various marketing activities. In addition , email marketing campaigns , websites, and ad formats will also make a lot of use of video content. With these advances, the data analytics used to track video performance will likely become more sophisticated. As tracking technology advances, we will see more businesses investing in video advertising.

Remarketing

Remarketing, for example, is a major ad format that incorporates video marketing in a way that has never been done before. By using personalized video content, you can optimize video types for new audiences to deliver the videos that are most likely to convert your ads.

This year, in particular, we expect to see a lot of videos created by influencers. Similarly, user-generated content will dominate video marketing. As mentioned earlier, these resources not only save you time, they also help with performance. People are increasingly moving away from off-the-shelf advertising. With influencer and customer-generated videos, you can engage your audience in a much more authentic and meaningful way.

How to prepare for emerging video marketing trends:

  • Invest time in creating high-quality video content for your brand. The video maker tool makes it easier to create.

  • Be active on platforms like TikTok and Instagram Reels.

  • Collect content created by users by encouraging consumers to film their purchases in a video.

  • Allocate more budget to video production.

02. Voice Search Optimization

48% of consumers use voice assistant tools for general web searches . As the number of these voice-enabled tools grows, more marketers will be optimizing voice-searchable content to adapt. Unlike text SEO, voice search optimization focuses more on long queries (3 words or more) and queries in the form of sentences. Why? When people speak, they tend to ask questions in full sentences.

Keep pace with the growing volume of voice searches and create content that answers people’s questions. Think about the questions people often ask about your business. For example, if you’re a veterinarian, by including more specific keywords, you can match people’s more specific intentions. Instead of keywords like ‘veterinarian, cat veterinarian, dog veterinarian’, try to create content that answers common questions like ‘what should I feed my sick cat if it doesn’t feed?’ Although it may seem a bit random, these questions come up over 1,000 times a month and can entice people to contact your business for more information or to plan a visit.

Stay up-to-date

To stay up-to-date on these marketing trends, you can find the most asked questions in the industry with places like Answer The Public or with keyword research tools like Ahrefs, Semrush, and Google Keyword Planner. Finally, boost your SEO rankings by making sure your website is mobile-friendly and loads fast, as half of searches are done on mobile devices .

03. Virtual reality (VR) and augmented reality (AR)

Virtual reality (VR) and augmented reality (AR) are what we can be sure of will be marketing trends in 2022 and in the years to come. We will see these technologies being used to promote products and services and completely transform marketing.

First, let’s look at the difference between virtual reality (VR) and augmented reality (AR). VR is a computer-generated reality that builds a fantasy-like world in three dimensions. Users can use VR glasses to immerse themselves in a new world and interact with objects using their hands. In contrast, AR is based on the current real-world setting, but layers parts of another world into reality. In AR, users connect via a smartphone or tablet PC to interact with what is layered on the dimension.

VR and AR are sometimes referred to as 360-degree marketing. Companies use this type of marketing to increase brand awareness among buyers and improve their buying decisions. Brands such as TOMS Shoes, TopShop, Oreo, Sephora and IKEA are already successfully using these technologies for marketing purposes.

Meta

Let’s take a look at how IKEA has leveraged these technologies. IKEA, a home furnishing company, has created IKEA Place , an app that uses AR technology to allow in-store shoppers to virtually place products in real physical living spaces . AR technology allows consumers to imagine the look and feel of a product before purchasing it. It’s easy to imagine that providing this ‘do-it-yourself’ experience can dramatically increase consideration and boost sales.

The advantage of using VR and AR technology for marketing is that it can definitely give you a competitive edge. You will be able to interact with your target audience in a truly unique way. However, the technology is still relatively expensive, so it may not be feasible for many shopping malls. Augmented reality development tools allow you to join the VR and AR worlds faster. Popular AR development tools on the market today include Vuforia , Wikitude , ARKit , and ARCore .

Want more information on how to add VR to your business? Experts suggest that a good starting point for adding augmented reality features is to try it on business cards . AR technology allows you to create interactive business cards by allowing your contact information to appear creatively highlighted. Does the AR business card sound a bit grand? If so, anyone can create AR filters and share them with people using more accessible social media apps like Instagram.

04. Influencer Marketing

Brian Mechem, co-founder of GRIN, the most popular influencer marketplace, said in his Influencer Marketing Prediction for 2022, “2022 is the year of the creators.” The influencer economy has grown rapidly over the past year and will likely continue to do so. By the end of this year , influencer marketing is expected to develop into a $150 industry. This growth is largely due to the rapid expansion of TikTok. Influencers have proven that they give fans more reach for creators and brands alike by following them across multiple platforms.

What is the real reason for this trend to emerge? Facebook plans to pay $1 billion to creators by 2022. As more influencers become active and incentivized to deliver content, more businesses can find creators that fit their niche. Nearly half of marketers say they will spend more than 20% of their budget on influencer content . Mostly because they expect a positive ROI.

How to catch up with influencer marketing:

  • Invest more in your influencer marketing efforts.

  • Prioritize creating video content with creators you collaborate with.

  • Do not use only one SNS or limit the route to distribute content.

  • Streamline your partnerships with the Influencer Marketplace.

05. Interactive Marketing

Interactive marketing is a one-on-one conversation with customers to improve customer experience and sales. These conversations can be done through live chat , chatbots, voice assistant tools, and more.

In 2022, interactive marketing is expected to become more active as digital marketing trends emerge and business ripples become smoother. Better communication with your customers can shorten your business’ sales cycle and significantly improve your marketing funnel. Time and budget are also important reasons for a marketing transition. After all , 80% of everyday questions can be answered instantly through a chatbot, even if you are not a customer service representative .

Personalization will be a key factor to effectively utilize these marketing trends. More automation leveraging AI will lead to conversions based on users’ previous business experiences. Another direction we will see in interactive marketing is the use of video chat. Unlike text-based chat, it is more common for customer support and sales representatives to arrange video calls.

06. Artificial Intelligence (AI) and Machine Learning

We need to get rid of the stereotype that only web developers and engineers are leveraging AI and machine learning. This is because marketers will increasingly use these technologies in their day-to-day marketing activities.

According to Martech Advisor , “Artificial intelligence in marketing leverages online and offline customer data, along with concepts such as machine learning, natural language processing and social intelligence, to predict future customer behavior. You can drive potential customers into your marketing funnel.

More specific areas where companies can use AI and machine learning to solve marketing challenges and improve processes include:

  • Segment customers and create personalized user experiences

  • Predictive analytics such as buying patterns and sales forecasts

  • Chatbots and live chat

  • Paid advertising such as programmatic advertising, retargeting, and Lookalike Audiences

  • dynamic pricing strategy

  • Product Recommendation Engine

07. Live Streaming

Viewers find streaming very attractive. In fact , watch time for live content increased by 250% . These formats and emerging marketing trends are an excellent way for brands to truly showcase their personality and values.

Livestreaming will allow users to better communicate and engage with brands, make them feel comfortable in the process of making a purchase, and transform online sales. A growing number of channels are launching built-in shopping features that allow brands or influencers to recommend products and share links that can be clicked during livestreaming. This type of shopping experience is called social commerce , and it is expected to see further momentum and growth in 2022.

The most popular features of this type of marketing are Facebook Live, Instagram Live, Twitter Live, and YouTube Live. These features are expected to become more common and sophisticated in various industries over time.

Also Read: How Do You Start a Business in Digital Marketing Strategies?

Ideas for livestreaming:

  • Organize a Q&A session to answer frequently asked questions

  • Announce new product launch

  • Create real-time shopping events

08. Branded audio content

Due to electronic screen fatigue, pressure from being filmed with a camera, and flexibility in consuming audio content, a marketing trend using audio content is emerging this year. Podcasts, audio social media, editorial listening – all of these are ‘audio content’ that we will see more of in 2022.

More businesses will follow this trend because podcasts help build awareness and gain popularity. For example, Wix started a podcast called Now What . These podcast series can help you reach new users and build brand awareness.

The rapid growth of the audio social media app Clubhouse is proving that audio content is an emerging marketing trend. The Clubhouse isn’t the only trendy venue for live discussions. Instagram Rooms and Twitter Space also show just how much demand is there for audio content on the web.

Adding audio to your marketing mix will enrich your content marketing strategy and improve your website SEO. Google has now started ranking podcasts on its Search Results Pages (SERPs). So embedding a podcast or video on your page can help increase your chances of top exposure . It’s also a good idea to move your podcast into a blog post and record it so that voice search can understand the language you speak more naturally.

These marketing trends allow you to achieve high results on a low budget. See our podcast getting started guide. Click the ‘Publish’ button and then use the free Wix Podcast Player to add your podcast program to your website.

09. Organic SEO

Driving traffic to your website through SEO is an immutable marketing strategy. In 2022, SEO will still be a source of new business and traffic for most businesses.

An interesting change in SEO packages is that more keywords allow for featured snippets. Suggested snippets are the first part of a search engine results page that marks part of your article. When displayed in featured snippets, it has been proven to help increase clicks and gain credibility for your website .

Prepare for the increasingly popular featured snippet by organizing your content following best practices that include bullets, numbers, and complete answers to questions to increase the chances of appearing in your snippets.

Other SEO tips and trends:

  • Start a Blog : If you don’t already have a blog, consider creating a blog for your business to rank your website for more keywords related to your products, services, and industry .

  • Don’t forget the existence of artificial intelligence (AI): RankBrain’s AI algorithm reviews your website’s click-through rate, how long users stay on your site, and how valuable and well-organized your information is as important ranking factors. So make sure you write meta descriptions carefully and disciple useful content that people want to linger and spend a lot of time on.

  • Write long-form content: Search engines prefer long-form content over 2,500 to 3,000 words. Take the time to write engaging content from start to finish that stays on your topic.

  • Make my website mobile-friendly: Now nearly 60% of all searches are done on mobile devices. Make sure your site is optimized for mobile to avoid damaging your SEO Company in Islamabad.

  • Follow EAT principles: EAT stands for Expertise, Authoritativeness and Trustworthiness. Search engines take the EAT principle into account when determining their ranking. Strive to build a powerful EAT around your business and content creators.

10. Inclusive Marketing

An inclusive marketing plan is not just about displaying a variety of images on your website or social media page. Also, this marketing is not a gimmick to get attention or a sales trick. As marketers, you need to see how the world has changed and understand that the new norm is to be inclusive and respectful of all people.

Consumers look for brands that live up to their beliefs and live up to all their values. If you want to earn customer loyalty and earn the lasting respect of users, you need to be a genuine brand. Let all individuals and groups recognize themselves in their marketing efforts so they can connect with their business.

Sonia Thompson , CEO of Thompson Media Group, explains:

“A brand that is truly inclusive takes action at every step. It means building an inclusive culture, building and building inclusive teams, developing deep levels of customer intimacy with the diverse customers we serve, and maintaining quality relationships within our communities.”

One company that successfully launched an inclusive marketing campaign is Gillette. The razor giant, the company produced a groundbreaking ad showing a transgender man shaving in front of a mirror for the first time under the guidance of his father . The ad was shared on Gillette’s Facebook page and has garnered over 1.6 million views, advocating broader gender inclusion. As a result of releasing inclusive advertisements, viewers are better informed that Gillette supports and supports the trans community.

Inclusive Marketing Tips:

  • From UX designers and marketers to senior executives, support multiple perspectives at all levels throughout the company.

  • Try to make a different group the protagonist in each marketing campaign.

  • Tell a real story whenever possible. People need to know that there are real people in the story instead of fictitious user personas.

  • Aim to show people or stories that positively challenge common assumptions and stereotypes.

  • Tailor your marketing efforts to different cultural contexts to create a brand that embraces diverse groups around the world.

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