The world is changing every day, and digital marketing is transforming along with it, adapting to new realities. Against the backdrop of global events related to the Covid19 pandemic, there is an active transition of business online.
At the same time, given the difficult conditions, marketers are forced to optimize advertising budgets or reallocate them between methods. In this situation, new trends emerge in digital marketing, and the position of proven working tools is strengthened.
Video Marketing
The video marketing trend came to the market a few years ago. In 2020, it was actively used on YouTube, Instagram, and Tik Tok. Bloggers and influencers have become not only more likely to make commercials in video format but also sell products live and on different platforms.
Therefore, in 2022, it is the vertical video format that will become even more popular. Buyers don’t want to waste time watching long video reviews. Marketing videos of no more than two minutes in length will work best. Indeed, on YouTube and Tik Tok, you can already rewind videos, and Instagram will very soon add this function.
Chatbots
Sometimes, when it comes to marketing and sales, someone on the Internet will say, “I’m surprised how robots have not replaced us yet.”
People say that all the time. But every year more and more human work is given to robots. Add a bot to your site’s chat to welcome new users and answer key questions. This will reduce the workload of managers and reduce the waiting time for responses.
Many Ukrainian companies have already added chatbots to their apps and websites, for example, Monobank or IQOS. Machine Learning Ten years ago, the first thing that came to mind when you heard the words “artificial intelligence” was the uprising of machines and the Terminator.
Now, this term evokes rather positive associations. Almost everyone is faced with machine learning in everyday life. For example, when he interacts with a chatbot on a website, comes across advertising offers that match his hobbies, or sets up a spam filter in his mail.
Marketers use ML to find patterns in user actions on a website. This helps them to anticipate the further behavior of other users and promptly adjust advertising offers.
Personalization
The trend in marketing is gaining momentum – personalization. “Every client needs to feel special.” Personalization is a very controversial topic, but it is relevant, and, most likely, it will remain so in 2022. Already, most companies strive to show ads to the most interested users, and people want to see recommendations that match their interests and preferences.
While some experts argue that personalization is an absolute necessity, others warn that it gets in the way of finding and engaging a new, not yet interested-audience. Nevertheless, in 2022 we will most likely continue to live in a world where not only advertising but also the news feed or social media is selected for us taking into account our tastes and searches on the Internet.
Audio podcasts
The podcast advertising market is still emerging. In 2022, it will become more manageable and measurable. Audio podcasts are like half-forgotten radio broadcasts: episodes prepared and recorded on a specific topic, intended for individual listening: from the history of electronic music to the principles of neural networks.
While podcasts do not yet offer the same reach as YouTube, brands can gain loyal audiences through podcasts through high credibility and unusual catchy integrations.
In addition to collaborations and ad integrations within a podcast, brands can launch their podcasts. You don’t have to spend big budgets on this. For B2B companies, this is a great opportunity to invite experts and form a community.
Personalized email marketing
Email marketing is nothing new. Every inbox is probably filled with email results that are mostly ignored or sent directly to the trash can.
As a modern person who lives in a world saturated with information, you cannot ignore the fact that reaching the hearts of the audience has become much more difficult. Now the rules of the game have changed, and they change almost every day.
Build dialogue with personalized email marketing. The person who receives a letter from you should feel special and valuable. After all, you are much more likely to pay attention to the email that was written for you, as well as the companies you are selling to.
AR and VR
Augmented reality (AR) and virtual reality (VR) technologies open up entirely new possibilities for interacting with audiences and engaging consumers. For digital marketing purposes, you can use QR tags, AR games, special applications, digital animations, and virtual reality glasses.
The use of such technologies demonstrates that a brand can be considered innovative and capable of offering a customer an interesting, memorable experience. For example, 22,000 people played with a huge Timberland virtual boot in Madrid. Ukrainian companies are also not lagging and have already begun to introduce these technologies to increase sales. The ALLO store opened a virtual store, and Borjomi revived the label as part of the New Year’s promo.
We are confident these 7 trends will have a significant impact on marketing next year. At least according to forecasts of expert publications and studies. We hope that after reading this article, you will revise your current promotion strategy and replace outdated marketing trends with modern approaches.
