Every year in the marketing appears and develops new or old trends. It is in the interests of the company to identify trends, because it gives them the opportunity to focus on major issues. Below we would talk about the 15 main trends in 2022, according to the Forbes Agency Board members, to in- form marketers on what they need to pay attention to.
- A Conversion Marketing.
2022 is the year of conversion marketing, which will become the standard field of digital marketing. Conversion marketing is the practice of interaction with customers in real time, in 2022 conversion marketing will move towards the development of artificial intelligence.
- The Voice Search Optimization.
In 2022, the optimization of your website for voice search would be crucial. The voice search is on the rise, and users use Google Assistant, Siri, Alexa and Bixby voice search engines to get answers to their questions.
- The OTT advertising.
2022 will be the year of active development of OTT-advertising. OTT campaigns compared to traditional television will provide a much clearer return on investment, since many brands are realizing that hyper-targeting and the ability to integrate the connected television into the overall digital strategy may replace traditional media buying.
- The technological development.
The update of Google BERT at the end of 2021 led SEO specialists to learn more about natural language processing, neural networks and machine learning. You can’t optimize BERT updates, but you can make sure that your content is optimized to answer the most important questions from search engines.
- A More direct communication.
In 2022, there would be a leap in the development of direct communication between the client and his favorite brands. This is confirmed by the update of platforms for exchanging text messages and offering customers both personal and direct communication.
- The deepest immersion in research.
In 2022, research would be most effective and valuable, including exploring trends on natural language in combination with content authors.
- More demand for Facebook ads.
2022 will be the year of demand for advertising on Facebook. As this platform becomes a more mature advertising space that attracts budgets of existing digital campaigns on Facebook.
- The TikTok growth.
In 2022, the TikTok platform would move to the next level. TikTok is growing at lightning speed: users already gather millions of subscribers and advertisers struggling to spend money on the platform.
- The Intent data.
There is a huge potential in combining Intent data with high-quality, targeted business contact data to enable marketers to truly take their marketing campaigns to the next level and increase efficiency and return on investment.
- The Storytelling based on data.
The key trend in 2022 will be the databased Storytelling. The data will be actively used to understand trends and current topics, identify gaps and create attractive content.
- The marketing bunkers finally burst.
Marketers will start using multi-channel strategies. Television will complement Internet traffic and sales, social networks will supplement retail transactions and direct mail will supplement e-mail.
- Increased availability through channels.
Brands must optimize their channels in order to be accessible to all. It cannot be suggested that everyone treats their contents in the same way. So now it’s a requirement for any modern marketer.
- A flexible search for talents.
The teams using freelance talents will gain a competitive edge.
- A sensory immersion.
The brands create an interactive marketing experience that attracts and delights each of the five senses.
- The Brands as executive producers.
One of the main tendencies in 2022 consists in the fact that brands now strive to became executive producers of premium content by connecting television and cinema. As executive producers, they help to finance content that is linked to their brand values rather than to their products.
By 2023, brands will spend 20% of their marketing budgets on influencer marketing. However, often their campaigns are conducted in isolation from the broader marketing strategy of the brand. To really make them an extension of your own voice and brand, you need to do one more step forward.
2022 will be the year when brands realize the potential of Integrated Influencer Marketing. Connecting influencers with the essence of your marketing strategy is the key to win the game.
