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Fifty years ago, an average consumer would see 500 to 1,500 ads daily. As of now, the standard number of ad views is from 6,000 to 10,000 per day. The goal here is to wind up creating an ad that can be transformed into user engagement and revenue. The question is “how.” We did our research on digital marketing trends in 2022 – and here’s your know-how on staying relevant and turning advertising into reactions from your audience.
Influencers
The market size for influencer marketing reached $13 billion in 2021. By 2028, the number is expected to arrive at $84.89 billion. But how exactly will that money be spent? These are the trends to watch:
Video Content
Social media attention span has changed over the years: Microsoft discovered that it dropped by 25%, and is currently set to 8 seconds. Within these 8 seconds, you have to make an impression that lasts and works in your favor. Bite-sized videos are a trend marketers started to utilize to grasp user interest. With Reels’ and TikTok’s trendiness rising faster than ever before, video content will become even more significant for digital marketing. Besides, long-form and live videos also gained popularity – according to Influencer Marketing Hub, the number of Facebook users that watched live videos grew by 50% in 2020.
Supporting The Right Cause
The past few years have granted us a good deal of ways to showcase activism. In 2022, digital marketing will draw more attention towards burning issues through content. The desire to cover such hot subjects as ecology, healthcare, or social justice will uncover more diversity in advertising and encourage activist users to keep up. As a result, both sides – the marketers and the customers – are expected to become more discerning in terms of choosing who to partner with.
This aspect is also linked to brand storytelling – by demonstrating passion for a particular cause, brands can convey their vision and values with more clarity. Such a move helps customers understand who they’re dealing with better and screens out those who don’t support the brand’s message. What comes of it for brands? Unchallenged loyalty from the users who chose to stay.
Customization & Human-Centeredness
What is one thing that either makes or breaks the relationship between a company and its client? It’s connection – or the lack of it. Personalizing digital ads helps make the most out of customers’ weak spots and establish a stronger bond by addressing their individual concerns. At this point, we can already analyze user behavior and make suggestions based on that, but in 2022, the trend moves further: segmentation and personalized ad sets will make it easier for marketers to share messages that resonate with customers and lead to higher engagement.
Virtual & Augmented Marketing
An obvious case in point – in 2022, we’ve become familiar with such concept as the Metaverse. Essentially, meta stands for virtual and augmented experiences. And as users demand more original content and long for impressions that stand out, brands should consider implementing VR & AR in their marketing strategy.
Compared to customary marketing, extended reality tools bear huge potential – the VR & AR market is expected to hit $766 billion by 2025, as stated by Market Research Future. Selling experiences is the ultimate way to get users to convert, and extended reality solutions enable brands to capitalize on that.
AR overlays the existing space with added details, encouraging users to interact with the physical space blended with virtual data. Users can try things on before purchasing with the help of AR – this supports well-informed buying decisions and shows that you, as a brand, care about your customer. VR, on the other hand, creates a digital experience within an actual space, which facilitates the promotion of physical goods. Whether you’re wrestling with a monster as a gamer or practicing surgery as a medical worker, VR provides fully immersive sensory experiences.
Including AR and VR in your digital marketing strategy helps you earn these benefits as a marketer:
User Privacy
Digital advertising doesn’t do without collecting and analyzing data. With new regulations from Google that exclude gathering of third-party cookie files, it gets harder for marketers. We will now have to rely on the remaining data points and find how to conduct research in other ways that give enough data to promote and support a customer-oriented approach.
This could raise some serious privacy concerns on top of the ones users already have – according to research backed by Google, nearly 50% of users would prefer not to share data to get personalized ads. 57% believe their data gets sold, but as much as 90% are ready to share data in case they get equal value in return. What can you, as a marketer, do to make it work for both sides?
It all starts with building trust. Once you’ve secured trust among your customers, they will feel greater comfort when sharing more data as you offer new products and services. Keep in mind that user trust also varies depending on the industry: according to McKinsey & Company, 44% of users view healthcare and financial services as most trustworthy, whereas media and entertainment, consumer packaged goods, public sector and government, as well as agriculture show the lowest trust levels. You can achieve customer trust by:
And if you do follow these recommendations, you’ll be well-equipped to achieve success in the new stage of digital privacy.
Process Automation
By the end of 2023, digital marketing automation is expected to reach $25.1 billion in market size, according to Statista. Making marketing automatic and easily manageable is a measure marketers have been relying on for a while now, but it’s about to go next-level in 2022. Take these trends into account:
Summing Up
We’re entering another year of marketing discoveries and experiments. With innovation on the rise, putting new solutions to the test is your chance to stick out and grow memorable. Now that you have an idea of what digital marketing will look like in 2022, go ahead and build a strategy that paves the way for your company’s success.
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