Digital Marketing Trends For 2022
January 29, 2022
Courtesy of 3SIXTY Interactive
What are the digital marketing trends for 2022? That is a question that gets asked every year at this time.
With digital marketing, two areas change on a rapid basis, the technology layer of digital marketing, and then how to use the technology. Take Facebook as an example. Not only has their technology changed dramatically over the last few years (think about just the algorithm changes) but the way that businesses strategically use Facebook over the last few years has changed dramatically as well (boosted posts weren’t even available until 2012).
So, here’s our take on the latest trends in digital marketing for 2022 that should get some of your attention to help your brand get noticed among your ideal customer profile.
In 2022, accessibility will be even more important as we see continued growth in the use of digital devices by seniors. More and more businesses are going to need to make sure their websites are ADA compliant as well as WCAG AA compliant.
In addition to website compliance, businesses will also need to focus on making digital content accessible. This includes things such as providing closed captioning for videos, transcripts for podcasts and audio files and making sure images have alternative text descriptions.
In 2022, businesses will need to focus even more on understanding search intent. Not only will they need to understand the types of searches being made but also the intents behind those searches.
For example, a business might target a keyword like “buy a digital camera.” However, if they understood the intent behind that search, they would realize that someone looking for a digital camera is probably not ready to buy and may be just researching their options.
Instead, a better keyword to target in this case might be “best digital cameras for beginners.” This keyword targets people who are ready to buy and are looking for information on what the best digital cameras are for people just starting out with photography.
A study by Sprout Social found that 85% of people say they trust online reviews as much as personal recommendations.
That’s why businesses need to focus on building positive online reputations and protecting their digital footprints. This includes things such as responding to reviews, monitoring social media for any negative mentions, and actively engaging in online discussions (both good and bad) about their brand.
In 2022, businesses will need to focus on using conversational marketing tactics in order to connect with customers. This includes things such as using chatbots and voice assistants to communicate with customers, providing personalized experiences, and using AI to understand customer needs.
Chat bots provide many benefits for your customers such as
Immediate response: Depending on how in-depth you get with your chatbot you can provide immediate responses to both simple and complex questions that your customers have about your company, products, and/or services.
Conversations: When tied into your sales or support departments it’s possible to use your chatbots to start the conversation with potential customers in real or near-real-time.
Video marketing is becoming even more important as businesses strive to create more engaging and personalized experiences for their customers. This includes things such as using live videos, creating short-form videos, and using AI to personalize videos.
One of the benefits of using video is that it can help you connect with your customers on a more personal level. And when done correctly, it can help increase trust and conversions.
Video marketing will influence buyers’ decision-making for both B2B and B2C buyers. Forbes reported that 90% of customers said that a product video helped them make their buying decision.
It is important to stay up-to-date with digital marketing trends in order to compete and win. You need to know what competitors are doing, how customers behave online, and the latest technologies that could help you improve your conversion rates.