What Are the Digital Marketing Trends for 2022?
Digital marketing has changed significantly and will continue to change over the next few years. The pace of change has quickened as marketers have become more data-driven, digital technologies have continued to develop, and consumers have grown accustomed to interacting with brands on their own terms. In order to stay ahead of the curve, it’s important that you keep tabs on what new trends are emerging and which older ones might fall out of favor again soon. The future of digital marketing is almost limitless, and if you want to get a glimpse of what the coming years will bring, keep reading for an overview of some of the most promising new trends in digital marketing we think will impact marketers by 2022.
Storytelling
Storytelling helps in resonating your idea in a more human way, it keeps the viewers entertained and captivated. People tend to lean towards content that makes them feel alive on a deeper level. Storytelling helps in grasping information much faster than an image or a text. Moreover, the information stays in the brain longer. The brand narrative also helps in increasing the value of the product.
Short-form videos
One of the drawbacks of advancing technologies is that the attention span is getting shorter. The creation of snackable content has skyrocketed. We can tell that by the popularity of short-form videos like TikTok videos and Instagram reels— with over one billion TikTok users—short-form videos are an increasingly important marketing tool, as the videos can easily be viewed on a variety of devices. Digital video consumption is spiking around the world and short-form videos have the capacity to communicate a lot of information in a short space of time through images, text, and speech. They ensure accessibility thanks to the addition of subtitles and closed captions, which means videos can be viewed with the sound off, and also the inclusion of subtitles makes it easier for the deaf and hard of hearing to understand, allowing you to reach a wider audience, especially since the total number of social media users in April 2022 was 4.65 billion, with 1.45 billion active Instagram users.
Removing cookies
This database trend is all about tracking key performance indicators, or KPIs. We’re talking about metrics like the number of website visitors, average time spent on the page, and bounce rate, and because browsers like Chrome, Safari, and Firefox have blocked or are in the process of phasing out third-party cookies, removing cookies should be a priority. In other words, the way that businesses surveil consumer behavior enables them to target ads to the right audiences. As a result, it has never been more important to collect your own data in order to create and execute personalized campaigns and improve your website’s user experience. This year we’ll see marketers and business owners rush to collect what’s known as “first-party data”, and find alternatives to third-party cookies as third-party cookies are not the only way to provide internet users with targeted advertising, in order to maintain a competitive edge. Businesses will need to think more carefully about when and where they seek to reach potential consumers. For example, here are some potential alternatives.
- First-party cookies
- Zero-party data
- ID providers
- Device fingerprinting
- Contextual targeting
- Renewed focus on email marketing
