One thing that is forever constant in life is change. If you work in marketing you’ll know trends are always changing and evolving. These trends keep elevating as technology keeps advancing.
Since the emergence of the pandemic in 2020, marketing trends has totally taken a different turn from the norm. Marketing statistics showed 59% of shoppers surveyed say that being able to shop on mobile is important when deciding which brand or retailer to buy from. (Think with Google, 2019), 43% of marketers experienced content marketing budget increases, Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. (HubSpot, 2020), 87% of video marketers say that video has increased traffic to their website. (Wyzowl, 2020) and 66% expect to see it rise again in report media owned assets, Videos, and digital events are among the top areas of marketing trends for the incoming year.
What does this mean to players in the industry?
Marketing is ever-changing, with trends, technology, and strategies constantly evolving, thus in order to remain competitive, it’s essential that organizations stay on top of the latest industry developments to outshine competitors.
Here are the top 10 marketing trends to watch in 2022.
1. Content visualization
The innovation of smart speakers and smart screens plus high-quality videos and pictures is gradually having an edge over readable content.
Visual content has a way of leaving g lasting memories and it will be here to stay for a while. According to research, people prefer visual content to plain text. You just have to look at the growth of image-focused platforms Pinterest and Instagram to see the proof of this.
Take a look at the airtel 4G ads, they leave this lasting memory and at the same time pass across the message to their audience
High ends companies like Google, Netflix, DHL, Wakanow, Polaris Bank, etc are investing more in visual content.
2. Conversational marketing
It can’t be argued that sales and marketing have moved from what it used to be. The era where people communicate strictly through phone calls and emails is fading out.
Now sales reps have conversations with their customers through social media platforms which makes the customer more relaxed with their conversation. Marketing is moving into social media usage as customers want fast responses to their complaints.
Engagement rates have increased as a result of improved direct messaging implementation on social platforms by organizations. Prompt and effective response to queries have endeared many customers to e-commerce brands due to ease of accessibility. Services are now at the clients’ fingertips which eases the bureaucracy associated with communicating with businesses.
3. Quality and Trustworthy Contents
One thing to note is that Google will continue to desire trustworthiness, authoritativeness in content. In cases like this, marketers should create a unique content experience with the authentication of gasification, audio, video and other interactive tools.
Marketers should also build trust in the type of content they create
4. World-class customer experience
Top-notch customer experience has always been a thing in marketing, but it will get advanced in 2022. Marketers need to own their audience. It has always been a marketing tip that when you give your customers top service, they will always come back and also refer more people.
Listen more and create a solution to their problem, when these are done market will automatically boom.
5. Push Notifications
Push notification is gradually becoming a market trend and it will be more effective in 2022, you know why? It used to be email marketing but it is gradually becoming outdated and saturated. With email marketing, it is becoming difficult to connect to your target audience. Hence the reason for push Notifications, people are mostly with their phones online doing one thing or the other, when notifications are pushed, customers in most cases click to see what it is.
Today, more than half of consumers are allowing push notifications on their phones so brands can get in touch with them.
6. Invest in online Events
The emergence of the pandemic has opened another type of event which is the online event. The online event will take more toll in 2022 because people are gradually experiencing it and it seems to be going fine, therefore more people will opt-in for the online events, they can stay at the comfort of their home and still be in attendance of an event.
Social platforms like zoom, Google meets and the likes and other upcoming tools that can be used for online videos are going to get bigger, people have tested it and they are not backing out soon. Marketers should invest more in online events in 2022.
7. Alignment with Google guidelines
Digital marketers are aware that it is not so easy to make Google see your content relevant enough to be placed on the Google first page.
When people search on Google, they mostly stop at the first page because they get what they are searching for, so one of the best ways to stay on the first page is to follow Google guidelines.
Asides from following Google guidelines to stay on the top page, marketers should also be aware of the many opportunities they can explore to appear at the top of the search rankings, aside from the traditional blue link results.
You should review and refresh your older content, optimizing for new ranking opportunities and types, also Use the appropriate schema mark-up to help Google understand exactly what your content has to offer.
8. Social commerce
Social commerce has been in vogue for a while now, but it is now becoming a major source of shopping for people.
Social commerce birthed influencer marketing which is here to stay for a while, brands and marketers are becoming savvier than ever about leveraging influencer marketing, creating ads that fit seamlessly into social media feeds, and integrating their e-commerce platforms with social media channels.
Look at the likes of Instagram and TikTok, the influencing rate on these apps has accelerated social commerce. Research shows that social commerce is on the rise for 2022 and not slowing down any time soon.
9. Balancing Storytelling with Artificial Intelligence
Telling good stories to captivate the audience has always worked well for marketing, but marketers who want to reach a larger audience need to balance their storytelling with the usage of artificial optimization.
Automation in content and SEO, creativity and human connection has never been more important. Marketers should learn how to capitalise on the usage of artificial intelligence and machine learning without sacrificing the empathy that drives the best content home in the hearts of its audience.
10. The end of cookies
Google has recently announced the end cookie tracking come 2023. If cookie gets eliminated, what will these mean for businesses?
Cookies help marketers know what users need according to related searches they make. Tracking users across the web is essential to many advertisers and businesses. However, user privacy concerns have become more important to more internet users.
Customers are now more aware of their privacy, and users now have an option to decline cookies on sites they visit, so very soon cookies will be out of usage.
How then will marketers be able to track their data? You should look into boosting your CRM, tools as such data will become crucial once cookie tracking is no longer in place.
Marketers should get ready to roll along with these new trends that are about to take place, marketing trends are not static, they come and go, but one major thing is to understand the needs of your customers and provide solutions to their problems.
However, as we approach the new year, we might have new trends that will burst our bubble, just like the year 2020, where everything took a new turn. So you can tell us which of the trends above you think will take over the marketing sector in the coming year? Leave us a reply in the comment box below.
As a professional in the industry, do not get overwhelmed by these trends, marketers should brace up and go with the flow. Check out articles with the latest from the industry.
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