From the rise of the Metaverse to Google dropping third-party cookies by 2023, digital change is happening on a massive scale. But that change can be good: There are many new and exciting digital media developments that will impact the way we communicate with our brand audiences in 2022.
With 4.55 billion active accounts on social media (Hootsuite), there are seemingly endless opportunities for using digital channels to drive brand growth. But how do you stand out among the crowd? Start with a plan.
Incorporate these digital trends in your marketing program this year.
1. Short-form video.
Studies show that 70% of consumers have shared a brand’s video. And more than 50% say that their confidence in online purchase decisions is bolstered after watching a product video. Those stats, coupled with recent data showing our attention spans waning, it’s no surprise that short video content (one to two minutes long) is rising in popularity. This bite-sized content is engaging and easy to consume. Plus, it’s easy and inexpensive to create on your phone (no need for super-polished video). And short video is versatile—beyond TikTok, use these clips on other social channels, websites and landing pages, and emails.
2. Content strategy.
Producing relevant, high-quality content will remain a top priority for brand marketing. And more particularly, the demand for digestible content will keep growing. Trends point toward using digital channels to meet your customers where they spend their time, on social media. From WSI, “In a world increasingly digitized by the prolonged pandemic and the emergence of the metaverse, the content will remain king for marketers and businesses in 2022.”
To frame your content right, use Google’s E-A-T Philosophy. Expertise, Authority, Trustworthiness as your guide.
3. Artificial intelligence.
Data-driven AI technology will be used for predictive analytics and propensity modeling to help you serve your customers the relevant content they want most from you. In addition, AI-powered chatbots will be used to help engage customers throughout the sales journey, reduce cart abandonment, suggest like-products, answer general questions, and more.
4. Innovative searches.
Search technology has evolved—and our marketing programs should, too. Now 40% of people use voice search at least once a day, both at home and on the go. And Visual Search by Image on Google and Lens by Pinterest allow you to point your smartphone camera at something, and the visual search will give you results of similar items.
5. Geofencing.
Reaching more than 2.3 billion consumers by 2023, geofencing technology is a location-based service that allows you to send targeted messages to people who enter your “fenced” area. These messages can be sent via text, email, social media, or an app. What’s most impressive more than 50% of consumers who have received an alert using this technology have acted on it.
6. Omnichannel commerce.
The pandemic pushed us further outside the confines of brick-and-mortar shopping experiences. Today’s consumers want quick and easy access to the products and services they’re searching for on digital channels. That’s why omnichannel commerce and shoppable-post technology will continue to gain momentum in 2022 and beyond.
7. Experiential marketing.
Giving your customers an experience—not a sales pitch—helps them connect with your brand in an authentic and memorable way. Forbes advises: “Marketers should focus on creating experiences at every stage of their interactions with customers to earn social media word-of-mouth.” For example, create shareable content with immersive product experiences, personalized content, and unique hashtags to promote brand reach.
8. LinkedIn.
“LinkedIn continues to be a rising star in the digital space. Each quarter they show considerable gains in monthly active users and engagements on the platform. They are also continuously launching new features that drive better results for businesses and pages.” (Forbes) Read the full article here.
9. Integrated SEO.
Forbes sums it up perfectly, “Search engine optimization is one of the oldest and most valuable forms of digital marketing. As search algorithms have continuously become smarter and more contextual, marketers need to focus less on the “hacks” and “tricks” of SEO and more on providing an outstanding and meaningful experience to their users.”
10. Social messaging apps.
Apps like Snapchat, WhatsApp, and Facebook Messenger represent brand marketing opportunities in the form of a massive captive audience. But be sure to research social messaging apps to identify which channels your audience is using and how they’re using the apps.
As with any trends report, take these ideas and incorporate those that make sense for your brand marketing program. Then, just be mindful of using these digital tools to engage and provide real value—that’s the ultimate sweet spot for building authentic, lasting relationships with your audience.
