What are the latest digital marketing trends in 2022?
The world of digital marketing and advertising changes every year, with new trends emerging and others falling by the wayside. To keep up with what’s relevant, you need to be aware of what’s happening in the industry, particularly in your niche and specific target audience. The latest digital marketing trends are AI, AR, Voice Search Optimization, Programmatic Advertising, Chatbots, Personalization, Automated Email Marketing, Video Marketing, Instagram Reels, Shoppable Content, Influencer Marketing & Geofencing to name a few.
12 Digital Marketing Trends in 2022
- Artificial Intelligence
- Augmented Reality
- Voice search optimization
- Programmatic advertising
- Automated email marketing
- Video marketing
- Instagram reels
- Shopable content
- Influencer marketing
Digital Marketing Trend #1: Artificial Intelligence
The next big thing in digital marketing isn’t content, social media, or even mobile—it’s artificial intelligence. By enabling companies to gather and analyze massive amounts of data in real-time, AI can be used to create personalized user experiences. For example, brands can use AI to recommend products based on individual users’ preferences—no manual intervention is required. When it comes to digital marketing trends, AI isn’t just a flash in the pan; it has huge potential and is becoming more accessible by the day. If you need convincing, look no further than Google and Amazon who are investing heavily in developing a competitive edge through machine learning research and development.
AI might not always sound appealing (e.g., Facebook using AI to suggest friend groups), but one way or another, we all have an affinity for technology that works behind the scenes so we don’t have to. As long as there are people out there willing to learn new skills and put them into practice, I see little stopping what marketers will do with AI over the coming years. The future of digital marketing trends looks very bright indeed!
Digital Marketing Trend #2: Augmented Reality
In a nutshell, augmented reality is an interactive layer of digital information overlaid onto our physical world. Through a smartphone, tablet, or head-mounted display, you can learn more about products and places by holding up your device and seeing reviews and recommendations on top of what you’re looking at through your camera viewfinder. That’s been done for years using QR codes; now it’s called AR. The difference between AR and VR is that VR transports you to an entirely new place (like space) while AR keeps you in one spot but gives you visual cues outside your window (mapping directions). Some people call it an immersive reality.
What makes AR especially powerful—and especially appealing to brands—is that it works with any kind of product. Just hold up your phone and see how some shoes would look with a nice pair of jeans! For eCommerce companies, there’s no doubt about its potential: Over 60% of consumers are interested in using AR for shopping. And if that weren’t enough reason to be excited about getting into AI, Apple made history last year when they announced their first smartphone capable of creating virtual images anywhere you point it. This opens lots and lots of doors for marketers – like making you appear thinner in selfies!
Digital Marketing Trend #3: Voice search optimization
If you’re not optimizing your website for voice search (searching for information by speaking into a device), you’re missing out on traffic. The idea of voice search optimization isn’t new, but it is evolving rapidly. More people are using their devices to speak in natural language to find answers and interact with brands. Google Assistant, Amazon Alexa, and Siri have made smart speakers an indispensable part of millions of households around the world, while smartphones have made it easy to access internet-connected information wherever you go.
And because more consumers are starting to rely on these devices for all things digital, companies that want a piece of that market should make sure they’re doing everything they can to optimize content—and user experience—for voice search.
The biggest potential here? Voice assistants could become powerful tools for businesses if they learn how users prefer talking with them — whether that’s through question-and-answer sessions or conversational techniques. Eventually, AI could help sift through large amounts of data quickly and suggest appropriate responses based on whatever conversation style users choose. Either way, marketers will need to focus less on SEO and more on communicating naturally with customers who use spoken commands instead of text or clicking/scrolling options to ask questions.
Digital Marketing Trend #4: Programmatic advertising
Based on what you’re searching for, brands can be served digital ads that are customized to match your individual preferences. In a more advanced form, programmatic advertising can even target consumers based on their past purchases and interests. For example, if you like a certain pair of jeans, there’s a good chance you’ll be served an ad for similar jeans when you search online. Programmatic advertising isn’t just about matching individuals with targeted ads; it also focuses on delivering relevant content to those same people.
Another marketing trend is called programmatic advertising, which is rapidly increasing in popularity. Essentially, programmatic advertising lets companies buy digital ads without interacting with a salesperson or a creative agency. Instead, it automatically places ads on websites that fit its target audience and budget parameters. The platform then collects data about how many people click on each ad, how much time they spend looking at each one and even if they move onto other pages once an ad appears on their screen. This information can be used to identify which types of ads are most effective and should be used more often in the future. It’s an efficient process that saves time and eliminates unnecessary communication costs while ensuring that relevant content reaches consumers online.
Digital Marketing Trend #5: Chatbots
While chatbots have been around for a few years, their recent advances in artificial intelligence (AI) and natural language processing (NLP) make them more useful than ever. Just as voice search began taking off in 2016, Chatbots are poised to follow suit in 2017. Bots will allow consumers to interact with businesses through popular messaging platforms like Facebook Messenger, WhatsApp, and Skype instead of calling them or even visiting their website. This will be especially effective for customer service. Instead of having to wade through several layers of phone menus and wait on hold, customers can simply send messages directly to businesses within their most-used apps.
With enough data, chatbots can already help people with everyday tasks like setting up appointments and booking flights. And as we move deeper into AI and NLP capabilities, chatbots will become even more useful. Services like x.ai allow customers to set up meetings by emailing a bot that takes over scheduling duties from there. It’s not hard to imagine that in five years’ time our most commonly used apps will have fully functional AI-powered bots handling a range of daily tasks for us without ever having to interact with another human being or talk on a phone.
Digital Marketing Trend #6: Personalization
Now, I am not talking about just sticking in your customer’s name every time they fill out a form. Personalization goes beyond that: It means using their preferences and past purchases to offer products and services that will resonate with them specifically. This can be as simple as showing an ad for winter boots when it’s snowing outside, or offering discounts on an e-reader if they purchase a certain number of books over several months. Remember, every person is different – don’t treat them like a statistic. Work with them to find ways to serve their specific needs and desires rather than expecting everyone to fit into one mold.
It’s also important to consider which method you are going to use. If you can, it’s best to offer both an e-mail list and an email service provider (ESP) so that users can opt-in and out as they please. This way, if one form of communication doesn’t work out for them, they can still keep receiving updates in a way that’s most comfortable for them. Just remember: Your digital marketing strategy is just that – a strategy. Don’t force your customers into anything they don’t want or like – instead, let them have their own choice in how they receive your content!
Digital Marketing Trend #7: Automated email marketing
It’s not just about clicks anymore. Email is more popular than ever, with nearly 190 billion emails sent and received every day. But that doesn’t mean it’s easier to get your message across—in fact, inboxes are getting even more crowded as people continue to use social media, text messaging, and other communication channels. Automated email marketing allows you to segment your subscribers into groups according to different behaviors or preferences so you can send targeted messages that will resonate with each group differently. A recent study by Yesmail found that only 9% of companies actively use segmentation when sending email marketing campaigns, but those who do see a 26% increase in engagement rates compared to companies who don’t segment at all.
As marketers continue to look for new ways to boost ROI and make their jobs easier, automated email marketing is on track to be one of the hottest trends since 2019. With email being so essential to business success, it’s important for you and your team to understand how best to use email automation as a tool for marketing. Here are some things you should keep in mind as you explore using automated emails: First, make sure you have an idea of what success looks like for your business. For example, do you want sales? Do you want leads? Which channels do these results come from? Knowing where you want to go will help guide which tools and strategies are most effective at getting there.
Digital Marketing Trend #8: Video marketing
Video has become a preferred marketing strategy as it’s easier to understand and makes your business feel more human. As with any marketing tool, however, if you don’t use video right it can have a detrimental effect on your company rather than a positive one. A new trend that is emerging as we near 2019 is native advertising. It’s similar to sponsored content—which involves promoting your company or product through someone else’s website without being too promotional—but it involves doing so with video and influencers. Native advertising allows you to leverage social media stars that already have audiences built up and make money by spreading their content via links embedded in videos and posts or providing links within tweets for people who want to purchase products or services directly from them.
As with any marketing strategy, if you don’t follow it correctly it can have negative effects rather than positive ones. It’s becoming more common for companies to use video to promote their services or products but overdoing it is one of those strategies that can backfire. To avoid being too promotional, try using videos that don’t feel like ads at all—essentially imitating an influencer on social media without being too pushy about product placement. This trend is on the rise and should continue growing into 2022 so give it a try if you want something new for your marketing strategy.
Digital Marketing Trend #9: Instagram reels
Instagram has announced that it’s testing out a new long-form video feature. According to The Verge, Instagram videos can be up to an hour long and can play without sound, and [v]ideos will include three dots below them so users will know how much time is left before they finish. This is exciting news for digital marketers because it means there will be more opportunities to tell a story or share some kind of information—not just show your product or service. If you have content worth sharing and you know how to do that on Instagram, now might be your chance to start doing so!
However, with any new digital marketing trend, there are going to be other opportunities lost. For example, all YouTube links will soon no longer be clickable within Instagram stories. This means you’ll have to tap out of your story and click on a different platform if you want to share content from a different site. The same goes for Twitter and Facebook stories as well; all platforms are trying to move away from sharing outside links so that people keep coming back over and over again.
Digital Marketing Trend #10:Shopable content
In a world dominated by social media and on-demand, it’s hard to know what content will resonate with people. Brands are starting to place bets by creating shoppable content, essentially articles or posts where you can purchase something directly from within them. This tactic is known as native advertising, and while it may sound deceptive (isn’t that fake news?), if done right, it can be a helpful marketing strategy for both brands and readers. For example, let’s say you read an interesting story about millennial budgeting habits; after reading that story, you have an immediate impulse to go out and buy financial products—that’s when native advertising comes into play.
In order to make shoppable content work, brands need to be clear about how shoppers can purchase items. It’s best to include an image of each product and an add to cart button that shoppers can click. Brands should also clarify which items are sold by themselves and which need additional products, such as shoes or accessories because readers will often have questions. It’s also important for brands to be honest about price and availability; if something is out of stock or only available for sale on a specific website, those details should be included at all times. If a reader knows ahead of time that they won’t be able to buy certain products through an ad, they’re less likely to trust it later on.
Digital Marketing Trend #11: Influencer marketing
Marketers have taken note of social media’s power, and more are turning to influencer marketing as a way to tap into their target audience. This tactic is catching on because consumers trust online recommendations from people they know, like and trust over promotional content put out by companies. Consider using influencers—who have huge followings on social media—to promote your brand on platforms like Twitter, Instagram, or Facebook. Not only can you reach new customers at a fraction of what it would cost to advertise through traditional channels, but you can also better connect with existing ones. Find an influencer who fits your audience profile and pay them for every post or tweet about your product or service.
One of the biggest influencer marketing platforms is Instagram, but you can also tap into others, like Twitter and YouTube. Depending on your target audience, you can find influencers using websites such as Fiverr, Upwork, and Gigwalk. If a business pays an influencer to share its message with followers—either directly or by posting an ad—that’s called affiliate marketing. The Federal Trade Commission requires influencers to disclose any compensation they receive from a brand for posting about it, so consumers aren’t deceived into believing an endorsement is 100% authentic. Make sure to read all posts by potential influencers for disclosure before making a deal with them.
Digital Marketing Trend #12: Geofencing
It’s unlikely you have heard of geofencing—the practice of setting virtual boundaries around real-world locations—but it’s time to familiarize yourself with it, as businesses will increasingly use geofencing technology in their digital marketing campaigns. Geofencing allows businesses to deliver more targeted ads and can be used for a variety of purposes. For example, when someone visits your store or restaurant while they are walking around town, they may see a deal on their phone offering discounts and special offers if they decide to stop by.
For those who have not yet explored geofencing technology, it’s essentially a digital means of allowing companies to target customers with specific advertisements or offers based on their location. For example, when someone comes within a certain distance of your business’ location, they will automatically receive an offer on their phone or similar device offering a discount if they decide to visit. However, only businesses that already have permission to use geofencing technology can send out such notifications; it is illegal for other businesses to collect data and use them without permission.