Marketing trends to watch for in 2022
The end of the year is a great time for predictions of the new year, and while one can never be sure of the future, based on this year’s agile marketing strategies, there are four digital marketing trends that companies should take note of.
Digital marketing trends 2022
1. Customer Experience (CX)
The customer experience is one of the most important elements of digital marketing. Customers are expecting more and more out of brands, they are searching for a seamless experience that gets them from one place to another.
A customer has expectations for each website they visit, but the homepage isn’t where it stops. The experience is the entire journey. From the beginning stages of considering options and information to going to the transactional piece.
2. Influencer marketing
One could say that this will be one of the biggest digital marketing trends 2022 that will continue to grow for years.
A research study conducted by Influencer Marketing Hub surveyed over 5,000 participants to gain a better understanding of the state of influencer marketing in the digital age. The statistics continue to show an increase in stand-alone budgets for influencer marketing. The top industry that is implementing even more influencer marketing? The beauty and fashion industry.
A clothing line that is popular with Millennials and Gen Z is known as Princess Polly. This is a clothing boutique that offers the latest fashion trends.
A quick glance at their Instagram shows the power of user-generated content and using influencers in images, even collaborating with Ariana Grande and Kendall Jenner, and their ability to connect with these Instagrammers can provide exposure.
Another way of using influencers is through TikTok. One TikTok influencer who works at Barstool goes by @BrianaChickenFry on the app. She promotes Princess Polly's clothing and content on her platform.
What other companies are using influencers to their advantage? Check out these 11 other examples of successful influencer marketing campaigns.
3. Increased individualization
There is a line a company doesn’t want to cross when providing a personal and individualized marketing strategy. A company doesn’t want to come off as “creepy” and consumers should always feel a positive experience with their personalization.
The idea of personalization in marketing campaigns has been something widely talked about within recent years and continues to grow in popularity.
Research shows that consumers prefer to recommend or shop with a brand that provides a personalized experience. For Business to Consumer (B2C) companies, personalization could be the key to growth.
But, how do you add personalization to email marketing or other marketing efforts with thousands or millions of customers?
The first step is to make sure the right automation is in place with the right customer persona or information. What are customers specifically looking for? How could you target these customers?
Find them where they are at, and add “personalization love” with engaging content that highlights each stage of the customer journey.
From there, continue to foster the customer experience beyond the purchasing experience.
4. Meeting the customer in a cookie-less world
With the iOS 14 update for Facebook advertising, and with Google’s release of a cookie-less world starting in 2023 (a push back date from 2022), it is time for all marketers and companies to adapt.
This will lead back to personalization with first-party data approaches. This is with a multitude of touch-points and personalization at the forefront. While measuring success can be more difficult with these new changes to privacy and data, this means the traditional KPIs will need to be shifted to match the new way to gather and track ROI.
These are some of the top digital marketing trends 2022 that all companies and agencies alike should start to consider to improve their customer experience while providing the best marketing out there.
Let’s get 2022 off to a good start! For help with marketing efforts, contact us today.