The job of marketers is to keep up with evolving marketing trends. We need to ensure that we remain updated about algorithmic changes, revise our advertising to adhere to new policies, and many more changes. We do all this over and over again so we can adjust our strategies to improve the outcomes for our clients and our own companies.
Unfortunately, not all trends work. Here are some of the marketing trends to watch in 2022, that we believe will actually
Focus on Mobile-first marketing
By 2025, an estimated 73% of people will access the internet on mobile-only. Always consider how something will appear on mobile devices. Try to use long, horizontal videos and images because they look best on mobile screens. Take advantage of app-exclusive features, such as audio posts and Fleets on Twitter; live video and Reels on Instagram, and Stories on YouTube and Instagram. Always focus on mobile-only features to create a more seamless experience for mobile users
Focus on Social Commerce
Social media has become the heart of the post-pandemic shopping experience. Platforms such as Instagram, Facebook, and Pinterest have given brands the opportunity to create a seamless experience for users to buy products directly within a social channel without being taken outside. Brands need to capitalize on the growing social commerce trend.
Brand and Creators collaboration
Brands and creators’ collaboration is an important marketing strategy marketers are expecting to use in 2022. Brands need faces and voices that can tell their message, values, and mission. Online content creators are best positioned to drive ROI for B2C brands. Creators have existing loyal communities that brands should creatively tap into instead of building a community from scratch.
Making Social Ads that blend in
Marketers need to intuitively understand a particular platform as a user, not just as a marketer. This will help in creating ads that do not interrupt people’s experience but seamlessly fit in. Today’s consumers are smarter and more empowered. Brands will have to think hard about whether they want to be embraced or tolerated on a particular platform.
Social media means business
Social media has finally matured to find its place in business. Marketers are not just raising awareness on social media but expect to derive tangible ROI from it. According to Hootsuite Social Trends 2022, 83% of marketers are confident about quantifying the ROI of social media. This was not the case over a decade ago when marketers struggled to measure ROI from social. But both the pandemic and social platforms’ advanced features have forced marketers to rely on social as it became a primary source to keep up with customers.
Building trust with first-party data
With the elimination of third-party cookies in 2021, marketers are turning to first-party data in 2022. Companies will focus on collecting data directly from their users for retargeting purposes. Online data about customer interaction on a website or an app will be collected through subscriptions, product views, and inside queries. In a world of growing privacy concerns, first-party data will enable businesses to operate in a privacy-compliance and cost-effective way.
The metaverse to enhance customer experience
Many businesses are expected to enter the metaverse in 2022 and years to follow. That is because the metaverse has mouthwatering promises to businesses, it is expected to bridge the gap between traditional and digital marketing. From improved customer experience to selling virtual products, and from virtual concerts and branded shops within games, the metaverse is everything marketers have ever dreamed of. Brands will be able to create virtual stores or exhibitions and people, through their virtual presence (avatars), will visit the stores and have an experience of the product just like they would physically.
It is important for marketers to understand the fluidity of marketing. New best practices and policies come and go, algorithms are getting smarter and harder to predict. Marketers must always be ready to discard their once working strategies in the face of new changes.