Top Digital Marketing Trends for 2022
The digital marketing landscape has experienced rapid transformation in the past two years. From fragmented platforms to data-driven approaches, these changes have made it easier than ever for marketers to connect with their customers and audience via social media, web and mobile channels. But while digital transformation is giving marketers a wealth of new tools and tactics to bring their messages to life, it also brings with it some big challenges. These changes are also transforming the roles of marketers and advertising professionals; from digital strategists to digital marketers and everything between. Here’s what you need to know about the next phases of digital marketing in 2022:
Video marketing is the future.
In 2022, video marketing will represent more than half of all digital ad spend. With the rise of video advertising and marketing, it’s important to keep attention span and viewership in mind. Targeting video ads only, viewers can watch up to two hours of video content each day, making video marketing a key part of digital strategy. With video, brands can reach more people, earn more impressions and convert more web views to sales. While traditional marketers might focus on TV, WAP and print, digital marketers must focus on video first and foremost. As the rate of change intensifies, so does the need for marketers to be fluent in multiple forms of digital media. Quality, original video is king in 2022. In fact, video is the only medium where brand and product experts are more in demand than ever. “Brand experts” is a broad term that refers to people who know how to help clients achieve their goals by using the right digital tools and techniques. This is especially important as brands increasingly rely on video to connect with customers. As audiences become more familiar with brands, brands can use video to their advantage. With a rich history of using video in marketing, brands can also learn from their mistakes and take a more data-driven approach to video marketing.
Digital advertising is bigger than ever.
In 2022, digital advertising will account for around 65 percent of all ad spending, up from around 51 percent in 2016. According to a report, digital advertising will grow by around 50 percent in 2022, with online video advertising growing by double that rate. Although online video continues to grow at a rapid clip, it will only account for 11 percent of digital ad spend in 2022, down from almost two-thirds in 2016. In part, this has to do with the shift from desktop to mobile, but also due to the dominance of social media and video on social media platforms. Social media is the lifeblood of the modern web, with more than 1.6 billion users around the globe logging on daily. Social media will continue to drive audiences to brands, but video is now a key part of that strategy. More than two-thirds of social media users will interact with a brand through video, and by 2020, that number will have grown to 80 percent. This means brands can now reach more people, earn more impressions and convert more web views to sales through video. It’s also given brands more creative options when it comes to video marketing. As online video becomes more prominent in digital marketing, brands are able to incorporate it into strategies that have worked so well online. Video can be used in a number of different digital marketing strategies, including email communications, PPC ads and even in-store marketing campaigns.
Social media is driving brand awareness and loyalty.
In what was already an impressive year for digital marketing trends, social media will continue to drive brand awareness and loyalty in 2022. The notable exception being online video, which will continue to grow at a rapid clip, but social media will account for more than half of all digital ad spending in 2022. Apart from online video, social media will continue to be a key part of digital marketing strategy in 2022. With the ability for brands to engage with their audience on a more personal level, brands have an opportunity to build loyalty and create engaging experiences. In fact, brand experience will become even more important in 2022, with the growing appeal of AIBs and other robot-assisted ad delivery technology. Ads will also continue to be deeply personalized, with brands able to personalize ad content and delivery to match a customer’s needs and preferences more closely than ever before. Consumers are more open-minded than ever to ad experiences that are personalized, relevant and useful.
Search is go, but brands struggle with its complexities.
While search is a crucial source of traffic for many websites, it’s also a key vector for brands to get their messages across. Major social media platforms like YouTube and Instagram are gateway drug-like platforms for brands, helping brands get their message out to a wider audience. But with so many new marketing channels and tools coming online, it’s important for marketers to keep up with the ever-changing landscape. Changes in technology and new business models mean brands navigate social media platforms, shop online and engage with customers in new and creative ways. But these same changes have presented marketers with new challenges. How do you bring social media and digital forms of engagement together in one place? How do you find the right audience, capture their attention and interest in your brand? How do you keep them engaged and coming back for more? How do you make money with online video ads when most people have cut the cord on cable TV? What about PPC? These are the ongoing questions that marketers will need to tackle in 2022.
Mobile advertising is here to stay.
In 2022, mobile advertising will account for more than half of all ad spending, up from around 40 percent in 2016. While online video will remain a key part of digital marketing strategy, mobile video will be an increasingly important part of digital strategy as well. This is due to the growing popularity of smart devices and the Internet of Things, which means brands are now able to connect their digital properties with real-world activities. With so much digital engagement possible, it’s important for brands to keep track of social media engagements and digitalized products and services. As a result, brands are now using mobile ad technology to analyze their behavior and target customers more precisely. With the rise of big data, brands can also learn more about their customers’ preferences and needs, making brands more aware of their likes and dislikes and giving brands more information to personalized ads to draw on.
Digital marketing is about personalization for engagement.
Personalization is the cornerstone of all marketing, and digital marketers are using it to its full potential. Consumers now expect brands to tailor their content and marketing strategies to their individual preferences and interests. With personalized digital advertising, brands can build brand engagement and loyalty while reaching a more precise audience. Consumers now expect brands to tailor their content and marketing strategies to their individual preferences and interests. With personalized digital advertising, brands can build brand engagement and loyalty while reaching a more precise audience. By creating digital experiences that are tailored to the individual, brands can create brand-new experiences for their customers that are both personalized and useful. And by creating digital experiences that are tailored to the individual, brands can create brand-new experiences for their customers that are both personalized and useful.
The big changes in digital media planning and buying.
In 2022, digital media planning will continue to evolve at a rapid pace. Influencer marketing, data-driven planning and buying, and programmatic buying will continue to be major themes. In fact, these will be the stand-out trends of digital media planning in 2022. Influencer marketing will likely continue to be a driving force in digital strategy as it has been for years. With the rise of social media and the Internet of Things, brands are now able to connect their digital properties with real-world activities. In 2022, brands will use these connections to participate in live events, enjoy personalized digital experiences, and even shop in real-world locations. With the rise of online video, brands are now able to incorporate it into digital media strategies that have worked so well online. Video can be used in a number of different digital marketing strategies, including email communications, PPC ads and even in-store marketing campaigns. Brand experiences will be even more personalized and engaging with the inclusion of digital video. Consumers will also expect brands to put more focus on the brand experience and the brand’s capabilities.