Once upon a time, artificial intelligence, voice search optimization, and data-driven marketing were figments of people’s imagination. Surprisingly, these concepts are now among the top digital marketing trends in 2022.
So, if you want to scale your business and remain competitive, it’s important to embrace some of the trends discussed in this article.
Trends are what make the digital marketing world beautiful. They help your business survive and thrive in the face of uncertainty in the business world.
Without further ado, here are some of the digital marketing trends you should embrace in 2022.
#1. AI-Powered Optimization
Artificial Intelligence is one of the modern trends in digital marketing. It’s gradually taking over the industry, as many businesses leverage the technology to carry out several tasks.
Interestingly, you can use it to create content, chatbots, voiceovers, and Search Engine Optimization. People didn’t see the true importance of Artificial Intelligence until the pandemic struck.
A survey by PwC revealed that from over 1,000 companies based in the United States, 52% of these companies fast-tracked the implementation of Artificial Intelligence.
AI-powered optimization has several benefits; some of them are:
Benefits of AI-powered Optimization
- Artificial intelligence helps create better customer experiences.
- It helps improve the organization’s decision-making process.
- It helps you innovate new products and services.
- AI helps you save more on expenses. This technology can perform the task of several people in many cases.
- Organizations that adopt artificial intelligence tend to operate more efficiently and increase productivity.
For instance, people use A!-powered software like Grammarly to improve the quality of their content.
The software is designed to improve the quality of content by identifying grammatical, structural, and spelling errors.
Furthermore, some AI-powered software can also help you analyze consumer behavior. This technology uses the data from social media platforms and blog posts to help you understand how your customers search for new products and services.
Brands like Google have made Artificial Intelligence the center of their value proposition.
Over the years, the search engine giant’s AI has helped include precision in the search process. This makes it easier for people to get content that best serves their search intent.
Because of the use of AI, the Google platform quickly understands users’ content needs and the type of content that best serves their intent.
And if you don’t understand how to write high-quality content that serves search intent, your page may find it difficult to rank high on the keyword you are targeting.
#2. Programmatic Advertising
Programmatic advertising is one of the most important digital marketing trends in 2022. It involves the use of Artificial Intelligence to buy advertising space.
While this approach can help companies cut costs, you can’t remove human presence from ad buying altogether.
Smarty Ads opined that the effectiveness of programmatic advertising is a function of its optimization scale capacity. And this exceeds what humans can do.
Marketers and business owners now apply programmatic ad buying during Real-Time Bidding (RTB). It uses a real-time auction to get ad impressions from specific publisher sites in advance.
Digital marketing experts have forecasted that programmatic advertising is one of the trends to look out for in 2022.
#3. Conversational Marketing
Marketing has changed over the years. And the epicenter of marketing in 2022 will be conversational marketing. It’s a customer-centric and dialogue-driven approach to marketing.
Nevertheless, brands that adopt a conversational marketing strategy make customer satisfaction the foundation of their business. They constantly strive to drive customer engagement, improve customer experiences while growing revenue in the process.
Modern marketing is more conversational than commercial. This is what people want, and brands must key into it accordingly.
When people ask questions online, they need an immediate response. You can easily facilitate a more personal and instant connection with your existing and potential customers when you embrace conversational marketing.
Conversational marketing is not rigid; it’s flexible. You can implement it across several channels.
It enables you to attend to your customers’ needs on the terms, devices, platforms, and time schedules that best suit them.
Unlike in the past, customer behavior is changing rapidly. They now have a sense of urgency whenever they are looking for something.
And they expect you to respond to their query now, not later. The more you delay your response to customers, the more you give room for them to patronize your competitors.
Therefore, the goal of conversational marketing is to improve your customers’ experience through a feedback-driven model that encourages higher engagement, greater loyalty, and more sales.
A digital marketing report by Drift revealed that 41.3% of customers use conversational marketing tools for purchases.
Methods for Executing a Conversational Marketing Strategy
There are different methods of executing a conversational marketing strategy. Some of these methods are:
- Personalized videos
- Personalized emails
- Virtual selling assistants
Several companies have benefited from the implementation of conversational marketing. For instance, ThoughtSpot had 10X more sales conversations, 70% more marketing qualified leads, and 64% more meetings booked after implementing conversational marketing.
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A chatbot is one of the digital marketing trends in 2022. Most websites now leverage this technology to provide automated human-like messages to web visitors in real-time.
A chatbot is an Artificial Intelligence (AI) software that can stimulate a conversation and engage your audience like humans. The conversation could be through messaging applications, websites, mobile apps, or telephone.
According to experts, a chatbot is one of the most advanced and promising technologies that stimulates conversation with humans.
Several surveys supported the advancement of chatbots and how it is the future of customer service. Some of these surveys are;
- A recent survey of marketers revealed that chatbots have several benefits, which include 24 hours services, instant responses to inquires, and providing answers to simple questions.
- Another survey by Uberall revealed that 80% of consumers have positive experiences using chatbots.
- A report by Juniper Research forecasts that eCommerce transactions executed through chatbots will exceed 112 billion dollars by 2023.
- Lastly, Insider Intelligence predicts that consumer retail spending through chatbots globally will exceed $142 billion by 2024.
From the different surveys and reports above, you can deduce that chatbots are one of the digital marketing trends in 2022.
And most online customers prefer interacting with chatbots. Do you know why? It’s simple. Chatbots are more responsive, give simple answers, and accurately recall their buying history within a few seconds.
Now tell me, without such a fantastic experience, who wouldn’t love to interact with a chatbot? So, it’s time to include chatbots in your digital marketing strategy.
Personalization is one of the most important digital marketing trends in 2022 you shouldn’t avoid.
If you want to engage your audience better and boost your sales, you need to personalize your content, products, emails, and every aspect of your business.
Interestingly, personalization gives customers a sense of importance, and they are always loyal to brands that create connections through personalization.
A survey by Smarter HQ revealed that 72% of people who buy online act on marketing messages that are customized to their interests.
Similarly, a Salesforce survey revealed that 64% of marketers notice more response from their customer experience through personalization, 63% increase in conversion, and 55% increase in engagement with their visitors.
Lastly, Kevin George from EmailMonks opined that “personalized triggered emails based on your audience behavior perform 3X better than batch-and-blast emails.”
Companies like Netflix and Amazon leverage the power of personalization to recommend movie titles and products to their audience. And several other companies are leveraging personalization to grow their business.
For instance, EasyJet launched a data-driven email campaign that built personalized stories with the airline customers’ travel history.
The company sent about 12.5 million emails to its customers using their travel history. Surprisingly, the emails had a 25% higher CTR than non-personalized emails.
Similarly, Cadbury created a personalized video campaign that matches a Dairy Milk Flavor with its users based on their Facebook profiles. The data includes age, location, and the users’ interests.
Funnily, the campaign had a 65% click-through rate; this is another instance that proves that personalization is the next big thing in marketing.
#6. Video Marketing
Video marketing is also one of the top digital marketing trends in 2022 brands should embrace.
If you pay attention to video marketing trends over the year, you will realize that it’s not going anywhere soon. It will be a top digital marketing trend in the next decade.
Video marketing is a marketing strategy that uses videos to promote and tell your audience about your products and services. It’s one of the modern trends in digital marketing because it can increase engagement across your digital and social channels.
You can use video marketing to educate your audiences and help you reach them with a new medium.
Bitetable recently released a video marketing statistics report titled “The State of Video marketing in 2021. The statistics revealed that:
- 60% of businesses use video as a marketing tool
- 61% of marketers take video as an essential part of their marketing strategy.
- 74% of marketers believe that video has a better ROI than static imagery.
- 52% of marketers say video helps them build trust with their potential audience.
Video marketing goes beyond YouTube. There are several ways to drive more engagement with video marketing.
You can start a live broadcast on Facebook, LinkedIn, or Instagram. You can even repurpose your existing content or articles into videos.
#7. Social Messaging Apps
Social messaging apps are among the digital marketing trends in 2022. Contrary to what you may think, the function of social messaging apps goes beyond sending emojis to your friends.
Social messaging apps help you send personalized messages to your audience. The truth is, your existing and potential customers want to feel important to your business.
And when you use social messaging apps for one-on-one interaction with your audience, the exchange will feel personalized.
If you still doubt the role of social messaging apps in digital marketing in 2022, the following statistics will convince you.
- WhatsApp, Facebook Messenger, And WeChat have 4.5 billion users combined, more than Facebook or YouTube.
- More than 56% of global messaging users confirmed that they have contacted brands through social messaging apps to get more information at different stages of their buying journeys.
Social messaging apps are another method for implementing conversational marketing. And when your business has a presence on messaging apps, it’s easy to interact with your audience.
6 Reasons Why Brands Should Use Messaging Apps in 2022
- They help you to cultivate contacts.
- Brands can efficiently deliver information to customers through messaging apps.
- It allows you to involve people in your company’s events.
- It’s a perfect opportunity to convert a potential customer.
- Messaging apps make it easy to provide support and assistance to your audience.
- It’s a perfect strategy to boost your sales.
#8. Visual Search
Visual search is also one of the digital marketing trends in 2022. It involves uploading images into search. Right now, Pinterest and Google Lens are leveraging visual search.
Pinterest has been leveraging visual search since Lens was launched. The Lens is a visual search tool that allows people to take photos of an item to know where to buy it online, search for similar products, or view related items.
Today, Pinterest’s Lens recognizes over 2.5 billion home and fashion objects. And since the Lens was launched, it has had over 600 million searches on Pinterest’s mobile apps and browser extensions.
Google Lens is also a visual search engine created by Google. It uses a camera app to recognize objects and landmarks.
Here are some of the things you can do with Google Lens;
- When you take a photo of apparel and home goods, you can use Google lens to find similar products and where to buy them online.
- Google lens enables you to use Barcodes to find information about a product and where you can buy it.
- Even when you snap a business card, Google lens allows you to save the phone number and address in the business card to your contacts.
- When you take a photo of a book, you can use Google lens to get a summary and read reviews.
#9. Voice Search
Voice search is one of the digital marketing trends in 2022. It’s a technology that allows you to use a voice command to search on the internet.
Companies now include voice search in their digital marketing strategies because people use voice search more these days.
If you wonder why voice search is one of the digital marketing trends in 2022, the following voice search statistics will convince you.
- 20% of all internet searches are voice-based.
- 58% of consumers used voice to search for local business information.
- 40% of adults use voice search every day.
- As of today, about 1 billion voice searches take place every month.
In a nutshell, search engine users now use voice search to get relevant information across the internet.
So, in 2022, companies will include voice search in their digital marketing strategy.
#10. Social Media Stories
Social media stories have become a trend in the digital marketing world. And we hope to see more of it in 2022. Interestingly, the company that first innovated the concept of stories is Snapchat.
After a while, Instagram and Facebook keyed into the concept. Now, YouTube, LinkedIn, and Twitter have unveiled their story formats. Although they have different names, it’s still social stories.
Generally, stories are social media posts that disappear after 24 hours. Brands can share excellent content with social media stories and connect with their audiences personally.
If you are wondering how you can engage your audiences with social media stories, here’s how;
- You can use polls within Instagram stories to get feedback from your audience.
- Add links to product pages or landing pages to your social media stories.
- Use Snapchat Geofilters.
- Try to include location tags whenever you post a social media story.
- Add mentions for other brands and your fans.
- Consider creating a live video on your stories.
- Use a clear call to action to invite your followers to explore.
#11. Push Notifications
Push notification is one of the digital marketing trends in 2022. They are messages you can send directly to your audiences’ mobile devices.
Push notifications can appear on your audience’s lock screen or top section of their mobile device.
However, you can only send push notifications to people who already installed your business app. But if you have your audience’s contact information, you can send them push notifications without installing your business app.
Generally, there are different types of push notifications. Some of them are:
Banner notifications are short messages that pop up and disappear. This type of notification can contain the beginning of a message or alerts for events like sales, sports scores, flight check-ins, etc.
Badge notification is the most common type of push notification. It looks like a red badge on the app’s icon, and it sometimes comes with a number to let you know the number of unread messages on your device.
Alert notifications will stay on your device’s screen until you read and manually delete them.
As brands are trying to engage users across multiple channels, you will see more businesses adopting browser notifications in 2022.
#12. Social Commerce
Social commerce is one of the digital marketing trends in 2022. Although it has been in existence for a while, platforms like TikTok and Instagram recently made it popular.
When you decide to use Instagram to sell your products or services, here are some of the features you can leverage:
- Live Shopping: It is interactive and shoppable content that allows you to bring an online in-store experience. You can turn boring and technical product descriptions into natural conversations with live shopping.
- Shop Tab Ads: Shop tab ads is also one of the Instagram features you can use to sell your products or service. The feature is perfect for eCommerce stores.
- Reels Ads: Reels Ads are like stories ads, but for reels.
#13. Interactive Content
Interactive content is one of the fastest-growing digital marketing trends in 2022. So, we will see more dynamic and engaging content that gives your audience an exceptional experience.
Examples of interactive content are; quizzes and polls, embedded calculators, augmented reality ads, and 360-degree videos.
When done correctly, interactive content is more engaging, memorable and will get you the desired result.
Interactive content makes your audience feel more connected to your brand and want to buy more from you. This explains why 91% of buyers actively search for more interactive content.
#14. Omnichannel Marketing
Omnichannel marketing is also one of the digital marketing trends in 2022. The integration and cooperation of the different channels brands use to interact with their audience.
The goal of omnichannel is to create a consistent brand experience for your audience. It seeks to create a convenient and seamless user experience for consumers.
An omnichannel gives your customers the chance to find and purchase online, in-store, or a combination of both.
According to statistics, brands that use three or more channels in an automation workflow generate great results. The report revealed the following;
- The engagement rate on omnichannel is 18.96% compared to a single channel that is 5.4%.
- Compared to a single channel, the purchase frequency rate of customers on omnichannel is 250%.
- The average order value on omnichannel is 13% more than that of a single channel.
- Customer retention rates on omnichannel is 90% higher than a single channel.
#15. Augmented Reality (AR) and Immersive Technologies
Augmented reality is one of the digital marketing trends in 2022. A forecast report by Artillery revealed that consumer and enterprise Augmented Reality (AR) global head-worn revenue will grow from $1.6 billion to almost $18 billion.
The report suggested that mobile AR global revenue for consumer and enterprise apps will increase to $26 billion in 2025. That is about a 4X growth rate from the existing $6.8 billion.
Several big brands are moving towards Augmented Reality (AR) and Immersive technology. For instance, in 2021, Facebook unveiled its smart glasses. It’s a form of augmented reality that focuses on taking photos.
With the rapid growth rate in AR, we will see more of it in 2022. And brands will indeed leverage it to grow their business.
#16. Predictive and Augmented Analytics
Predictive analysis is among the digital marketing trends to look out for in 2022. It uses data, statistical algorithms, and machine learning techniques to predict the likelihood of future outcomes.
Due to the great potential of predictive analytics, it’s becoming trendy in many industries. And brands can use predictive analytics tools for lead scoring, customer segmentation, and personalization.
An excellent example of a predictive analytics tool is the Amazon Assistant. It’s a chrome extension that enables you to permit product recommendations from Amazon. It gives a personalized shopping experience to users of the website.
On the other hand, Augmented Analytics is the use of machine learning and Natural Language Processing (NLP) to automate data preparation and enable data sharing.
Basically, the difference between predictive analytics and AR lies in the technologies in use.
For instance, predictive analytics relies on machine learning to predict future occurrences. And augmented analytics uses machine intelligence to boost human intelligence, thus making data analysis faster, more innovative, and more efficient.
Gartner predicted that 75% of brands will migrate to AI for their operational needs by the end of 2024. And this will drive a 5x increase in streaming data and analytics infrastructure.
Geofencing is one of the digital marketing trends in 2022. It’s a location-based service in which apps or other software uses radio frequency identification (RFID), Wi-Fi, GPS, or cellular data to stimulate a targeted marketing action when a device enters or exits a virtual geographic boundary called geofence.
An excellent example of geofencing is when you receive an app notification inside a mall that says – “Today only! Buy one item and get one free.”
With Geofencing, you can track your customers’ location through GPS, Bluetooth, and beacons.
There are three unique ways to leverage geofencing technology to grow your business. They are – Geotargeting, geofencing, and beaconing.
Geotargeting helps to deliver targeted advertising to desktop users based on their location. On the other hand, beaconing transmits targeted messages and information to nearby mobile devices.
And geofencing uses virtual perimeter brands built around a specific geographic location to deliver targeted messaging to a particular audience.
You have the option to send different alerts to your audience whenever they enter your geofence. The alert could be text messages, in-app notifications, and social media ads.
Interestingly, you can set up geofences on mobile, tablet, and sometimes desktop devices globally.
You can equally target it in the mall, restaurant, office location, state, etc.
I know this whole idea of Geofencing may be strange to you. Don’t worry, sometime in the future, we will create a comprehensive guide on Geofencing and how you can leverage it to grow your business.
Reports by Market Research Future revealed that the geofencing market is expected to grow to $2.4 billion by 2023. In a nutshell, the growth of geofencing is directly proportional to the increase in mobile use.
Why is Geofencing So Unique?
Geofencing enables you to target your audience in real-time based on targeting. A target location could be within a mile of your business location.
And when a user enters or leaves the premises, they receive a push notification, text message, or other forms of marketing communication from your brand.
A survey by Reveal Mobile found out that 50% of marketers consider restaurants and bars, health and beauty, entertainment, grocery, and pet stores as the top five retail locations for geofencing.
#18. Progressive Web Apps (PWAs)
Progressive Web Apps (PWAs) are among the top digital marketing trends in 2022. They are websites that function like mobile applications.
These websites load very fast, allow push notifications, offline usage, and several other functions. Interestingly, the functionality of PWAs is not limited to either Android or iOS.
In August 2021, Statista predicted that smartphone users would reach 7.5 billion by 2026.
And since the total page views on mobile increase by 57% globally every year, it has become necessary to make mobile marketing a crucial aspect of your digital marketing strategy.
So, PWAs will continue to grow as the use of mobile phones increases. And most brands will leverage these Progressive Web Apps to grow their business in 2022.
#19. Newly Invented Blockchain Applications
Blockchain, according to Blockgeeks, is a “time-stamped series of immutable data records that is managed by a cluster of computers owned by a single entity. Each of these data blocks is secured and bound to each other using cryptographic principles.”
Surprisingly, people often equate blockchain with cryptocurrencies. Well, they are two different technologies. But cryptocurrencies use blockchain technology.
Leandra Monteiro from IBSintelligence predicted the following key blockchain trends in 2022.
- Blockchain-as-a-Service (BaaS) that represents the third-party creation and management of cloud-based network companies will become more popular.
- Verifiable Credential and Self-Sovereign Identity (Universal Identity) will offer verifiable, worldwide resolvable, and privacy-preserving credentials to store and manage from individual devices and can be shown to anybody around the world.
- Defi (Decentralized Finance) is a shift from traditional centralized financial systems like brokerages, exchanges, or banks to intelligent contracts on blockchains.
- NTF (Non-Fungible Tokens) are unique cryptographically generated tokens that use blockchain technology to link with a unique digital asset that nobody can reproduce.
- Central Bank Digital Currency (CBDC) is a central bank in the digital space. It’s based on blockchain, and it’s a legal tender created and backed by a Central Bank.
#20. SERP Position Zero
You never saw this coming, did you? SERP position zero is one of the digital marketing trends in 2022.
Google explains that they displayed featured snippets when their systems realize that it’s a format that will quickly help you discover what you are looking for. Whether you are doing mobile or voice searching, snippets are helpful.
Interestingly, position zero is the best position for any website on the Google search results page.
Do you know why? It’s because it tends to get you more clicks. Have you ever noticed that a featured snippet takes an entire space other than website rankings for the same web page?
However, ranking for featured snippets for a particular keyword can be challenging for marketers.
For instance, the snippet may provide answers to searchers without even clicking on your website. That means you may spend all your effort to optimize your page to get position zero, and you still do not generate traffic.
Similarly, nobody can accurately tell you the criteria Google algorithms use to capture a website page as a featured snippet.
According to the search engine giant – “Google’s automated systems determine whether a page would make an excellent featured snippet to highlight for a specific search request.
Now that brands are struggling to rank for position zero on SERP, keyword worth has also changed.
Marketers now look beyond search volume, intent, and organic competition whenever they define the worth of keywords.
They now analyze whether the keyword has a featured snippet or not. We hope to experience a more advanced aspect of SERP Position Zero as Google implements more AI into its ranking algorithms.
#21. Green Marketing
Green marketing is the marketing practice of developing and advertising products perceived as sustainable for the environment. It’s also called eco-marketing. It’s one of the digital marketing trends in 2022.
Green marketing is just an aspect of a broader movement towards the promotion of sustainable manufacturing technology that includes:
- The use of recycled or recyclable materials.
- The use of renewable materials.
- Discouraging the use of packaging.
- Developing a repairable product to avoid being thrown away.
Embracing green marketing will enable you to access younger markets with a more competitive advantage.
These are the 21 top digital marketing trends in 2022. Embrace them as they can help you grow your business exponentially.
Suppose there’s any aspect of these digital marketing trends you need help with. In that case, the Tycoono team can help you develop a clearly defined online strategy to steer your digital marketing efforts.