It’s reasonable to argue that the start of the 2020s has been unprecedented. As we approach 2022, it is evident that retreating to the previous normal is no longer an option. How can digital marketing help companies bounce back as marketers consider brand creation in the next few years? What’s more, how should you rethink your plan for 2022?
We’ve answered these questions, as well as others in this blog article. Let’s get started!
The Growing Demand for Digital Marketing
Companies are spreading their marketing spend across paid and owned media in response to faster marketing trends. Customers are increasingly devoting more time and resources to owned-media channels such as websites, mobile apps, and customer service channels. Customer conversion rates have also increased noticeably, with social and digital video channels delivering the strongest ROIs. As a result, digital marketing is more vital than ever. However, digital marketing strategy is not the same as traditional marketing channels of the past.
It is based on data and analytics, more customized than universal; provided through both social media marketing and broadcast media; engaging and continuous rather than static and periodic, most importantly, ongoing rather than broadcasted as a single campaign.
As a result, digital marketing is now a growth marketing engine for many firms in several industries, including financial institutions and telecommunications. Furthermore, it has the potential to enhance revenues by 5 to 8% over the next 12 months. This is possible by attracting more web traffic and engaging with customers more effectively.
The Rise of AI Will Accelerate
Google said last year that it would discontinue cookie tracking in 2022. The postponement of that transition is for the time being. So, its eventual extinction in 2023 will make efficient ad targeting much more difficult.
If digital marketing strategists want to cope with the transformation, they must begin outlining how they will modify their approach in 2022.
As a result, the emergence of AI in digital marketing will only accelerate next year. Marketing that does not already use AI is missing out on benefits such as automatic online traffic reporting, keyword recommendations for better organic search, and even projections of consumers’ anticipated future purchases.
It also has a notable impact on the bottom line; 76 percent of organizations that automate marketing see a return on investment within a year. If you want your organization to rank high in search results or target your audience without tracking them, you’ll need AI.
Diversified Social Media Expands Reach
In 2022, businesses should be prepared to devote more resources to social media marketing. During the COVID-19 epidemic, 400 million additional users joined social media as more people linked online. People’s internet time has expanded considerably, including how they study products, companies, and organizations.
According to the Global Web Index research, social media is also fragmenting. Because of the popularity of TikTok, Snapchat, and Twitter, Facebook is no longer the go-to place for social spending. We continue to see our customers reallocate their marketing resources toward LinkedIn in terms of B2B social advertising.
Online events (such as webinars, seminars, or product launches) are always a terrific method to reach out to existing and potential new clients. I’m seeing an increase in the number of brands participating in online events. If you’ve been putting off adding social media services to your marketing mix for your small business, now is the moment.
Improved Availability Communication
When altering stock levels or servicing hours is difficult (or impossible), timely communication becomes critical. Set fair expectations and be upfront about what you can and cannot do. Consider displaying a banner on your site to highlight when crucial products will be in-stock for high-volume items.
If you aren’t already collecting client contact information, now is the time to start so that you can be proactive in notifying customers of availability changes via automated text or email.
Local SEO with Google Verified Listings
Your Google My Business listing gives vital information and aids in establishing your physical location for local businesses, such as a plumbing firm or a veterinary clinic. Having a geographically defined service area with a Google My Business directory helps you appear in “near me” searches.
It also allows clients to discover more about your company through Google Search results. Your potential consumer can view your open hours, address, and star rating left by other users at a glance. You should validate your Google business listing and keep the information up to date to ensure that the information displayed is correct.
Businesses that have been verified are thought to be more trustworthy and reputable than their competitors, who have not been confirmed. When you verify your business, you protect yourself from fraud in the case that someone else pretends to be the owner and claims your listing as their own.
Supplemental Interactive Content
Including interactive components on your website or social media is an excellent approach to delivering value to visitors. It encourages them to participate with your company, and learn more about them. Assume you are a realtor and want to add a basic yet effective mortgage calculator to your website.
You’re now providing value to your visitors while learning more about them based on the information they enter into the calculator. This data can then be used to improve your personas and offer to target. Assessments, quizzes, games, polls, interactive films, surveys, and sweepstakes are further forms of interactive marketing.
Increased Retention Through Segmentation
Because it costs less money to retain existing consumers than to acquire new ones, marketing gurus always advise putting more effort into the later phases of the buyer’s journey. Customers that are satisfied tend to notify their friends and provide referrals, which helps to grow sales for the vendor. They are also more likely to provide you with direct and honest comments on issues that will only help your brand.
Use email marketing to keep them up to date on organizational changes or processes that may affect your connection, or communicate with them on social media. You may save money while still providing your products and services by collecting data and segmenting your clients.
You may also target them more cheaply, allowing you to stretch your marketing dollars even further.
These major trends can assist you in increasing site traffic, generating more leads, and increasing sales while retaining your hard-earned customer base. They’re also essential for understanding digital marketing trends and how they’ll affect the bigger competitive landscape.
While this is not an exhaustive list of digital marketing trends, it is a good place to start when developing your marketing strategy for 2022.
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