Digital marketing forecasts and trends for 2022

Keep up with the times and read about how experts envision digital marketing in the coming year, what they forecast and projection. We’ve gathered opinions from Forbes, Deloitte, Merehead, and other renowned publications.

View the original piece on the Academy blog.

• Content

High-standard content remains relevant to users and search engines. The latter are improving in promoting valuable, original content relevant to user queries. 

Video content is growing more popular among users, and this is confirmed by a number of studies. For example, 93% of respondents state that videos can be a potent tool in product promotion. This means video reviews are still a trendy thing.

Besides, most social media already invite users to post short clips: TikTok, Snapchat, Instagram (Reels), and YouTube Shorts. Studies revealed that in the US more videos are being uploaded in 30 days than prominent American television networks have created in the history 30 years. 

More companies employ augmented reality and interactivity in storytelling. For one, Starbucks has developed the Starbucks Cup Magic app which allows users to animate their coffee cups with five characters. 

Podcasts, especially educational ones, keep seeing excellent demand. Today, podcasts can be a powerful way for products and brands to inform stories and distribute their emotions, and voice is much better than text in this regard. 

Sephora, McDonald’s, eBay, and Microsoft already run their podcast shows. receive the cue.

• SEO

The distribute of voice-made queries and mobile traffic is constantly growing. To outperform your competitors, you require to adjust to this pattern.

This means deeper interaction with the target spectators: feedback, surveys, interviews, and competitors’ encounter. 

And never overlook about user encounter, which search engines also consider. 

• Social media

Today, social media provide brands, companies, entrepreneurs, and publishers with a number of promotion capabilities. But they also pose a danger. In this context, we cruel the cancel population, a hail of condemnation or disregard by users that falls on a corporation or brand that has done something inappropriate on social media. 

To avoid this cancellation, monitor carefully who you target, check content eligibility and consciousness, study user mood and agenda, meticulously pick influencers you cooperate with.

Alongside other matters, cooperation with influencers on social media remains powerful. This tool will be great for extending the reach and building brand and product depend. 

Social media is becoming a handier e-commerce instrument. Popular platforms make solutions for built-in stores. receive Instagram Shopping, for example. 

• economy in general

Inclusion, equity, consciousness

It’s significant for the brands, set to triumph more faithful users, to pursue the DEI (Diversity, equity, Inclusion) principle, and this will be even more critical in 2022.

This gives rise to appealing to the user consciousness. Studies recommend that 62% of users desire their favorite brands and companies to highlight such values as transparency, environmental concern, and fairness. 

• Hybrid events

The pandemic is a powerful factor that changes digital marketing. One of the repercussions it has entailed was the emergence of hybrid events.

Some 2021 examples include TwitchCon and FinCon and a series of Apple Special Events.

Nowadays, users appreciate the friendliness and quickness of buying online. Here’s the list of the functions specialists recognize as critical for e-commerce spaces:

• One-click purchases
• Quick order placement
• Various delivery (contactless, free try-ons) and remittance options
• straightforward installment orders
• Auto-filling
• wealthy product pages (reviews, delivery terms, and other details).

A noteworthy service that is already in the economy (e.g., Kärcher offers it) is an online consultation.

• Data safety

Another pattern all over the marketing space is ePrivacy and the digital globe without cookies. We already wrote an piece about that. 

Experts also advise marketers to revisit the targeting techniques (e.g., switch the focus from personalized targeting to cohort targeting) and employ some recent tools (e.g., Admitad Teleport) that will assist achieve in the globe free of cookies and redirections.

• Artificial intelligence

AI remains one of the biggest resorts for marketers over recent years. Mainly used for automation, it helps send users timely and relevant offers, ensure high standard of service and keep consumers faithful and recurring.

Conclusions

• Content marketing is still about valuable and original information. In terms of format, users prefer video clips, podcasts, interactive content, and content that provides valuable insights rather than just sells.
• In SEO, it’s critical to focus on voice search and mobile traffic. A marketer needs to compose a base of relevant keywords and interact with target audiences deeper. 
• Be careful on social media. Make sure your campaign doesn’t bruise anyone’s feelings if you don’t desire to be canceled. Continue your cooperation with influencers (especially those not having gigantic numbers of followers)
• receive worry of user values and diversity. 
• Make sure it’s straightforward for users to shop online. enhance your website’s interface and introduce recent functions such as online consultations.
• Embrace the recent format of hybrid events. 
• recall how crucial it is to treat confidential information and personal data correctly. 
• Turn to artificial intelligence for forecasting, automation, and customer service.

joyful recent Year! May digital (and other) achievement be with you!