The last few years have been unparalleled in many different ways, and 2022 will likely continue the trend. But are the recent developments we’ve seen emerging globally likely to stick around, or were the last two years anomalies?
Well, no one can say for certain, but in all likelihood some digital marketing trends are poised to fade away, while newer ones emerge. And of course, some of the top digital trends of 2022 have actually been around for a long time, but are taking hold with greater force this year.
Here are the top 10 digital trends of 2022 and what they mean for you.
1. Privacy
It’s becoming more and more difficult for marketers to access data that they’ve been able to gather easily in the past. First came GDPR (the data protection requirements in 2018 that rocked the EU). Then, consumer demand for more privacy led Google to banish third-party cookies starting this year, a change which has serious implications for digital marketing and advertising.
And most recently, Austria has banned the use of Google Analytics altogether, claiming that encryption-at-rest and other workarounds for data privacy laws are not enough to stay compliant with GDPR. The Austrian data protection authority (DPA) determined that IP addresses and identifiers in cookie data are sufficiently personal to constitute a GDPR violation. (And that the transfer of data to Google, a US-based company, violates GDPR data access rules). The real question is, is this the start of a trend across Europe?
Third-party cookies are small bits of code that get added to a user’s browser when visiting a website to track page visits and other metrics. Marketing and advertising businesses use cookies to check visitor behavior and target ads.
These challenges to the use of cookies and Google Analytics leave many website owners and marketers scrambling for alternatives to manage effectiveness metrics. Anonymity and permission logging (through opt-in on your own website) are more critical than ever.
Marketers will be increasingly challenged to use first-party data to guide their campaigns. Companies who have not been gathering first-party data all along will find themselves scrambling to pull it together to avoid losing their competitive edge come next year. Google said they will be focusing more on API-based solutions that focus on aggregate rather than individual user data. 2022 could be the year that advertising completely pivots on the web.
Have questions about this? Reach out to the UP for DIGITAL team.
2. Mobile optimization
This trend has been around for a while, but it promises to become even more central to our marketing campaigns in 2022. A recent Pew Research study found the number of people who are online “constantly” has risen 5% from last year. This means that more and more people are living their lives on the Internet via their mobile devices.
Even as the mobile share of website traffic grows exponentially, there are still companies that haven't managed to keep up. 2022 will be the year that these companies are left behind, at least partly because of the launch of Core Web Vitals from Google. With this change, Google places more emphasis than ever on creating a good mobile UX (user experience), ramping up the mobile optimization metrics introduced back in 2015.
Loading speed (for mobile) will become of prime importance, which means you won’t be able to rank in the search results without it. So seize the moment and ensure that your business website is fully optimized to remain competitive in 2022.
3. Influencers
At the end of 2021, influencer marketing was headed for the $138 billion mark, and it has only continued its steady growth since then. Influencer campaigns are still powerful, as evidenced by recent successful campaigns from SAP, Adobe, PWC, and others. The success of these marketing efforts also shows that influencer marketing remains surprisingly strong in B2B campaigns.
One important development concerning this trend is the rise of AI influencer marketing. AI can process information far more quickly than human analysts. This highly predictive model of influencer marketing has the potential to boost ROI by only requiring you to pay for sales and conversions.
To stay current with this trend, you’ll need to look for influencers to partner with.
4. Video
It’s now common for mobile devices to come with advanced data plans allowing consumers to stream video wherever they are with ease. All you have to do is look at the exploding popularity of apps like TikTok and Instagram Stories to understand how all-encompassing video has become in our world. It’s everywhere. And savvy marketers will take hold of the video marketing trend this year with enthusiasm.
Streaming services and social media sites will introduce new advertising platforms that make full use of video. Every industry, from retail to healthcare to finance, will innovate in the use of video to engage customers.
Besides being an effective way to reach users on their phones or tablets, videos are just plain fun. Everyone loves them. So if you haven’t found a creative way to implement video marketing, this is the time to do so. (Because you understood the assignment ;-).
The TikTok Video Trend Featuring The Assignment
@anokmathteacher @Chick-fil-A out here doing the Lord’s work #praisethelord ♬ The Assignment - Tay Money
5. Metaverse
Facebook has been around for decades, but the new metaverse represents a huge change in the way this platform will be used for digital marketing. No longer is it just a place for Grandma to look at photos of your vacation. The metaverse will encompass an entire world, affecting every aspect of our lives. (Think: Ready Player One). Virtual reality, augmented reality and holographic avatars will change the way people interact with the Internet.
The possibilities that the metaverse presents to marketers are limitless. It allows them to track how long a user holds a digital object, and even how long viewers spend looking at an ad.
What does it mean for 2022? The visions that companies like Fortnight, Facebook (or rather, now renamed Meta) and Microsoft have for the metaverse may be years in the future, but the interconnected cyberspace of planning multichannel marketing is here now: YouTube, TikTok, Facebook, Instagram all offer specific, targeted interconnected advertising opportunities.
Will the future of science discovery be virtual too?
6. Digital skills
In the current job market, digital skills are in great demand, and it doesn’t look like that will change any time soon. The Covid-19 pandemic was instrumental in changing the way we work, ramping up the need for greater digital competence from all stakeholders. The number of job applicants who possess digital skills is sadly low in correlation to the need for these skills.
What does this mean? Smart marketers will constantly work on building their digital skills in order to remain current with industry needs. Company leaders will need to invest in growing the digital skills of their team members to ensure that constant new innovations don't leave them behind. Certifications like those offered by HubSpot or Google are a good place to start. And you can outsource what you don’t have in-house to experts as the gig economy continues growing as well.
7. Content marketing
Yes, I know what you’re thinking. Content marketing is not a new trend, right? But 2022 will challenge us to think of content marketing in ways we haven’t before. It’s tough to create something compelling in terms of web content today. The Internet is overcrowded with content everywhere you look, so it’s difficult to drown out the noise.
That’s why simplicity and clarity are the order of the day. Pack a few words with a strong message. Avoid long flowery descriptive passages. Give your content a punch so that it stands out from the crowd. Don’t be afraid to get personal with your audience. It’s equally essential that your writing is clear and easy to understand. If readers have to work to derive meaning from your content, they will go elsewhere.
8. Voice search
Like most of us, you have probably gotten into the habit of speaking a question out loud to Siri, Alexa or Google, instead of typing the words into a search bar as you have done in the past. The growing popularity of voice search is a serious game changer this year.
When looking for a specific product or service, most consumers are now simply speaking their search as a question. Currently, voice searches make up about 20% of all web searches, and that number continues to grow.
In this new climate, it’s increasingly important for your content to address common spoken questions. Answers to questions like “How do I…” and “What’s the best way to…” will rank higher than content that takes a long time to get to the point. Don’t overlook the value of YouTube (videos) and images (Pinterest and on your website) in relevance for this search content.
9. Hybrid events
This is yet another legacy from the pandemic. Everyone became comfortable with virtual events: so comfortable, in fact, that many are not ready to give them up just yet.
In response to this, more companies are hosting hybrid events, in which traditional in-person activities are supplemented by an online component. To remain competitive, marketers will need to ensure that any events they host are available digitally, as well as face-to-face.
It's helpful that new technology in the areas of augmented and virtual reality make it possible for online guests to enjoy an immersive experience similar to what they would have if they were physically present. Event platforms like Hopin and Whova provide interesting and fun interactive functionality for online attendees. Don’t overlook the value of a well-planned webinar or virtual conference.
Events today can be hybrid with both in-person and online attendees and content optimized for both. Learn more about UP's webinar and event planning services.
10. Sustainability
Now more than ever, consumers want to support companies with sustainable and eco-friendly business practices. In this context, brand messaging that focuses on your company values (hopefully sustainability ranks high among these), is a key element in successful digital marketing.
If these core values are to truly represent your brand, it’s important that they permeate every level of your business. This gives an image of integrity and authenticity, critical qualities that consumers will be looking for in 2022. How can you convey this image? Consider partnering with a non-profit. Such partnerships have been shown to boost customer engagement, as well as having a powerful impact for a meaningful cause.
To reap the full benefits, make sure that the partnership involves more than just words. Show a real commitment through joint marketing or even through donating a percentage of revenue. And be sure the partnership makes sense – your core values or audiences should be aligned.
Read more about how UP for GOOD, UP’s CSR and sustainability focused specialty area works with businesses and nonprofits to support common goals.
Get going on trend
These digital marketing trends look like they’re here for a while — for the year 2022, and possibly beyond. Hopping on board with them will go a long way to staying competitive this year and in the future.
Need help to get started? Contact us.
