Trends that Will Shape Digital Marketing in 2022

Wow! It feels like we were just planning for 2021, and we’re suddenly heading into 2022. Time doesn’t just fly anymore – it moves at warp speed. Change is inevitable and not always easy, but it’s critical that marketers stay on top of digital marketing trends. It’s the only way to keep their clients ahead of the competition.

The FineView Marketing team is always at the forefront of what’s best for their customers, and they’ve highlighted a few of the most important trends for the upcoming year.

The Digital Marketing Trends that Will Shape 2022

The Cookie is Crumbling

Third-party cookies are used for cross-site ad tracking, wider audience profiling, and wider personalization in advertising (especially when searching for new users). The bad news is that Google is in the process of phasing out third-party cookies in 2022. This is a big deal to digital marketing and will impact the market. The good news is that you still have some time to explore alternative advertising methods for managing this change.

It’s a complex process and best explained by Scott Tieman and Brad Herndon on adexchanger.com:

“For the time being, we still have cookies, and there are ways to own and measure the data gathered with them in a privacy-compliant way. Now is an opportune time to prioritize first-party data and build ID graphs and other in-house data repositories that can be independently maintained. This can include demographic, behavioral, location-based, interest or response rate data which can be combined to form audiences and segments.” 

Marketers should be proactive in adjusting to this shift.

ExploreThe Metaverse

We all know by now that Facebook has officially changed the name of its parent company to Meta. Facebook is going all-in on Metaverse, which is a term for virtual and augmented reality. Think immersive experience as in Ready Player One or The Matrix.  Marketers should be exploring opportunities for their digital marketing in these spaces. For more information read A Deep Dive into Metaverse Marketing.

Think Strategically

As automation streamlines digital marketing and options continue to grow, marketers need to think strategically. Is your approach still driving the desired results? If not, now is the perfect time to think outside the box and look for some non-traditional marketing tactics. Start a partnership with another business that complements your product or focus more on consumer behavior analysis and create plans based on that data. Determine what really drives business growth and implement those strategies.

Algorithms Drive Everything

Think of an algorithm as a recipe for baking a cake or instructions for doing the laundry. 

Every computerized device uses algorithms to perform its functions and make your content visible. For example, Social media newsfeed, display ads, SEO, and even email are becoming algorithm-driven. Facebook isn’t really reading your mind; its algorithms are optimized for user experience. That’s why you see posts that may be of interest to you at the top of your feed. An undeniable truth is that, if you want to retain visibility, you have to give your audience the relevant content that they want.

Use Linkedin

According to SocialMediaToday, LinkedIn continues to see “record levels” of engagement, with user sessions up 19% in the most recent quarter, as reported by parent company Microsoft. Every quarter shows gains in active users and engagements. Linkedin’s continuous flow of newer and better features gets results for businesses and pages. Linkedin is a must for marketers.

Don’t Forget Search Engine Optimization (SEO)

Search engine optimization is one of the oldest and most valuable forms of digital marketing. Unique, high-quality content, following ethical optimization practices, should be easily accessible from all devices. As search algorithms have continuously become smarter and more contextual, marketers need to focus less on the “hacks” and “tricks” of SEO and more on providing an outstanding and meaningful experience to their users. 

Clarity is King

No, this is not a mistake. Clarity is the boss.  If content is to hold on to the title of king, it has to be clear. Unfortunately, your audience is bombarded on a daily basis with the same type of mediocre content. We’re all guilty of delivering content that is not up to the standards of today’s savvy consumers. It’s challenging to deliver high-quality, unique content that meets customer expectations and adds value to their experience.

It’s time to step up your game. Blog posts and articles should be longer and more educational. If possible, add quizzes, games, and questions. Consumers will no longer tolerate poor content. Rather than post every day, provide higher quality content on a less frequent basis.

Be a Storyteller

Everyone loves a good story that delivers a meaningful message. Convey your message in a way that makes your business move above the noise. Tell stories about how products or services have helped your customers to find solutions to their problems or streamlined their experience. Customers don’t want to hear descriptive, flowery phrases that make your services sound like the best invention since peanut butter. 

They want to know about the times you helped solve a specific problem. They want real-life, in the trenches, reasons that they should use your business. They want to be the main character in your story. You want a prospect to stop in their tracks and think, “Damn, maybe I should give this company a try.”

Less is More

I’m sure you’ve heard the old adage, “less is more,” when it comes to aesthetic or artistic concerns. The same holds true for digital marketing. Think of “less is more” as taking a minimalist approach to marketing. With so many digital marketing options available, many businesses are using too many channels ineffectively instead of dominating a single channel. Marketers should narrow their focus and do fewer things better.

Final Thoughts

In 2022 digital marketing will become even more critical. Brands will have to find methods to learn about their consumers without reliance on second- or third-party data. With the competition for digital space is becoming more fierce, customer retention has never been more important.

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