Top 6 Marketing Trends for 2022
We have been facing a global pandemic for a year now and it is quite expected that things will take a drastic change everywhere. However, marketers are well acquainted with changes, though. Marketers are habituated to work and adapt to the ever changing needs and demands of the clients. Since the last one year, marketers have faced change in abundance, with in-person events being abruptly halted, a major shift towards digital marketing, as well as decreased budgets.
However, the most pressing concern in 2022 is how marketing will change following the death of the cookie. It’s a fact now known to everyone that Google’s Chrome browser will no longer support third-party cookies in 2022. Given that Chrome is the most popular browser, with over 70% market share, this is a significant achievement.
Nonetheless, the pandemic had a significant impact on our habits, and digital has become the new standard for a variety of tasks. Consumer behaviors will persist even after the epidemic is ended and following are the few things that are sure to happen:
● Digital marketing will become increasingly more important in the future.
● The importance of content marketing will grow.
● Direct-to-Consumer (D2C) marketing will be the most successful.
● Without depending on second- or third-party data, brands will need to understand more about their customers.
Businesses should also take a more proactive approach to client retention. But how? There are so many questions that the marketers are surrounded with. Will people long for a return to the old habit, or will they stick to the habits they’ve developed over the last year? Which messages will resonate with the post-pandemic consumer, and via which channels will they be reached?
With all these questions lurking in our minds, let’s look at some of the marketing trends that will gain momentum in 2022:
1. Invest In Online Events:
Online events such as webinars, seminars, or product launches are always a good strategy to get the word out about your company to the current and future customers. Such events are gaining popularity as an increasing number of companies are participating in these initiatives. They also provide them with opportunities, such as directly gathering data on the audience attending the event. The information may then be used to create customer profiles and market directly to them in the future. It will reduce the need for third-party data and will aid in the development of a better relationship with the audience.
Online events may not generate a lot of money right now, but they will definitely help your company develop in the long run.
2. Invest In Building a Strong Brand Image:
In today’s world, the image is everything. If you want to build a powerful brand image, you must use the right words and communicate in the proper way. Concentrate on building positive word-of-mouth by delivering excellent service to your clients and keeping in touch with them regularly. While digital advertising will continue to play an important role in your marketing plan, it is important to keep in mind that it will grow more expensive. In reality, the cost of Google Ads has been rising year after year due to Google’s use of bidding as a method of pricing. Furthermore, since the competition for online advertising has grown, the amount you spend will inevitably rise as well. You should focus on naturally increasing brand recognition. Instead of directly calling clients to purchase from you, let a video instruction, a weekly podcast, or web content provide value to your product.
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3. Engage in Nonprofits:
Consumers are increasingly searching for companies with a mission or that give back in some form. This trend will only grow, and a well-rounded marketing strategy should take advantage of it by working with NGOs. This collaboration opportunity has the potential to help you develop your business while simultaneously aligning you with significant humanitarian causes. It’s a win-win situation when you can expand your brand and reach while also advocating for a good cause. However, just expressing support for a nonprofit organization should not be the end of your marketing strategy. Product placement, affiliate marketing, percentage of sales contributions, and corporate sponsorship all should be included.
4. Focus on Delivering Unique and Informative Content:
Consumers are becoming increasingly interested in high-quality, one-of-a-kind content. However, due to the vast amount of information available on the internet, providing high-quality, unique material is becoming increasingly difficult. Longer, more informative content should be developed through blog posts and articles, since they are a fantastic tool for good SEO and thought leadership. They can, however, be more interactive at the same time. Remember that you are not required to publish every day. It’s preferable to offer higher-quality content less frequently, but make sure it’s relevant, interesting, and helpful.
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5. Impact of AI On Influencer Marketing:
While many have predicted the death of influencer marketing, it’s yet to happen. The industry, which was worth $9.7 billion in 2020, is expected to grow to $15 billion by 2022, with the vast majority of marketers allocating more than 20% of their budget on influencer content. Not that influencer marketing hasn’t evolved over time; one example is the recent trend toward micro-influencers and their more engaged audiences. The broad use of artificial intelligence will be the next major revolution. You can use the technology for anything from influencer identification to performance influencer marketing. You only pay for conversions and sales influencers in our approach, which is backed by predictive AI. The return on investment (ROI) is almost certain.
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6. An Alternative to Third-Party Cookie:
Another expected death of the third-party cookie has been postponed until 2023, according to Google’s recent announcement. While the delay has made it slightly less urgent for marketers to wean themselves off 3P-cookie-based targeting techniques, it is still important. Consumers are demanding more privacy safeguards and control over their data, forcing marketers to adapt. You may start by putting more effort into collecting and fully exploiting first-party data, or you can utilize technologies like Google’s Privacy Sandbox or FLoC (Federated Learning of Cohorts) to accomplish customization and consumer targeting without invading user privacy. CRM tools, surveys, and interactive content will all play a bigger role in marketing success in the future.
Conclusion:
The year 2022 will usher in some significant changes in the way we market. The death of the cookie has a significant impact on digital advertising, which many businesses rely significantly on. And, while we don’t yet know what effect it will have, one thing is certain: customers will continue to want more. As a result, it’s a good idea to start experimenting with different advertising tactics.
