The world of digital marketing does not stand still, and in addition, very quickly progresses. Because of this, it is very difficult to keep track of all the innovations and some not obvious changes. And of course, besides all this, we do not know where marketing will turn in the future. Therefore we have to analyze and clearly define new trends for ourselves this year.
We must understand that all successful companies are leaders if they catch trends and quickly make adjustments in their work, even before it becomes popular. So our main task will be precisely to identify the trends that will benefit us the most.
What is Digital Marketing?
Before we get to the main topic of our article, let’s spend a little time on the question of what is digital marketing? The answer would seem to be simple, and you already know what it is. However, it’s not so easy, most newbies not only can not understand what it is, but also confuse digital marketing with internet marketing, and that’s not good.
This is the direction of marketing, which involves the promotion of services and products using digital technologies used at all stages of interaction with consumers. It differs from Internet marketing in that it uses not only the World Wide Web, but also offline tools (smart gadgets, POS terminals, and more).
The tools of digital marketing belong to all the ways, means, and activities that allow notifying many people, to attract the attention of potential customers to the company, brand, service, or product.
Now that we know exactly what digital marketing is, we can move on to our main question, which is the trends for this year.
Surely if you like to read in the morning with a cup of coffee some interesting marketing blog, you noticed that more and more often the topic of digital marketing began to glimpse artificial intelligence.
Many services are already developing plans with artificial intelligence-based process optimization in mind. The big advantage is that you can analyze consumer behavior, predict search patterns, and use social media data to help companies understand which category of customers are looking for their products and services.
Marketers who won’t use this tool won’t be able to appreciate all the benefits and features. You can use the feature to generate automatic reporting on traffic, take keyword recommendations for better organic search, and even predict customer purchases.
You can use AI to improve personalization in the following ways:
- Content Marketing
Use the data that AI collects and then use it to create interesting and relevant content that attracts the most traffic.
- Paid Advertising
For most digital marketers, the most common way will be through paid search engine marketing. Google has been using AI for a long time, and in 2021 they released a new Smart Bidding feature in Google Ads.
Predictive analytics is used in a growing number of CRM platforms and allows companies to automatically optimize email time based on web browsing history and buying behavior, and determine the best mix of products and categories for different audiences.
Going forward, the world of SEO will be largely determined by how people search for things online. And while this seems like a simple thing, it is based on a more complex thing: semantics. In 2022 and beyond, the semantic search will be applied by search engines in using the multitude of data available to determine the context, intent, and meaning needed to extract the most relevant content. From a layman’s perspective, semantic search is how Google’s algorithm can take your incomplete, grammatically incorrect, seemingly random search query and find exactly what you were looking for.
It would seem a very simple method, but it is the most effective. Promoting a brand on multiple sites is a digital marketing trend in 2022. Don’t limit yourself to one site or page. Audience and target market introduce the trend to multi-channel activity. With so many social media platforms having a wide impact on the market and a huge number of users. Therefore, effective marketing strategies will require a presence on all major and supplemental channels.
To move up a notch as a great marketer in 2022, you just have to use end-to-end analytics in your work. The omnichannel nature of marketing has made it harder for marketers to get statistics. To create an overall picture of campaign performance, they need to gather information from different systems and compare them against each other. Therefore, the demand for end-to-end analytics tools has grown tremendously. They make it possible to integrate disparate channels and look at the customer journey.
Recently, users are tired of reading all the time and want to watch, so video advertising is starting to gain momentum. The influence of apps like TikTok, Twitch is growing, and videos on YouTube, Facebook, Instagram are also not giving up their positions – on the contrary, they are becoming more and more in demand.
The era of the video implies a growing number of the most diverse formats and ways of interacting with the audience. Video optimization is no less important to increase the number of views and monetization. Above all, an optimized video simply must contain a description and good subtitles so that users can easily read the information contained in the video if they can’t watch it at a particular point in time.
Tracking users online is important to many advertisers and companies. However, privacy issues are becoming increasingly important to more Internet users. Many are beginning to use their data, or even zero data collection, to capture consumer information and provide relevant advertising to facilitate online sales. For starters, make more of an effort to collect and fully utilize your data.
In 2022, users will interact with voice assistants much more actively. By the end of 2021, the number of people who did so not only to check the time or send emails but also for more complex tasks exceeded 1.6 billion.
We don’t even see it, but users are already shaping a voice economy in which home voice assistants will play an increasingly important role. The ability to instantly respond to consumers’ emotions and desires will help brands find new and effective ways to engage with them.
Trends in digital marketing in 2022 are determined by technology. Nevertheless, some trends from even previous years remain at the top. In addition, we looked at some of the things that many people forget or do not pay attention to. Even though they are quite popular and in demand, but very often neglected due to the complexity of execution. But believe me, if you implement things like multichannel marketing or semantic search in your work, you’ll always be one step ahead.