Every year, we witness new and unexpected marketing trends that lay the foundation for the future. 2022 will be a year of change for online marketers as they continue to explore new ways to connect with consumers post-pandemic.
Here is an overview of the top digital marketing trends we’re expecting to make a splash. You won’t want to miss them! Staying up-to-date with these trends will help you stay competitive, grow, and maintain customer loyalty.
Mobile-First Marketing
We can’t live without our phones since most (if not all) of us use them every day. We use them for browsing the internet, ordering food, and shopping online, among other things.
With more people using smartphones and tablets instead of desktops to browse products and services on the web, both your website and content need to be mobile-friendly.
In addition to being less costly than developing an application or website, a mobile-first strategy can be more interactive, and the use of cameras and voice detection can boost engagement.
Here are a few tips on how to optimise your site for mobile first-marketing:
- Optimise the loading speed of your website to make the content mobile-friendly. A website that takes longer than five seconds to load should be optimised. Run your site through Google’s Mobile Speed Test tool to measure current performance.
- Your website must be compatible with multiple screen sizes.
- Calls-to-action (CTAs) should be prominently displayed to attract attention and simplify the buying process.
- Test website performance using Google’s Mobile-Friendly Test tool.
The Rise of “Shoppable” Content
As a result of COVID-19, consumers are more inclined to shop online than at a physical store. Because of this, E-commerce and social commerce have grown by nearly 30% in the last year. One of the segments that deserve special mention is mobile commerce.
Businesses need to create content that people want to shop from to capitalise on this trend. A shoppable creative should adhere to the ABCD framework:
- Attention: Create a story that engages people and sustains them
- Branding: Make your brand known early, often, and thoroughly
- Connection: Make people think and feel
- Direction: Prompt them to act
Studies show that ads with ABCD drivers typically generate a 30% lift in short-term sales. Stay true to your brand and your promises. You can make your campaign effective and efficient by telling your brand’s story and using creative tools effectively.
Consumers Want More Privacy
We are inundated with digital advertising, and consumers are becoming more suspicious of what they’re seeing and hearing. Businesses that rely on digital advertising should be prepared for tighter privacy restrictions in 2022, which will change the way they can track their users’ behaviours. Google Chrome has signalled they will be eliminating third-party cookies by 2023, something Safari and Firefox have already done.
What should today’s marketers do? The best strategy is to collect information about your audience and target them effectively using multiple approaches. Combining various strategies can yield even better results than relying solely on third-party cookies. Here are some options:
- First-party cookies are staying:
First-party cookies track login information, language preferences, location, and device type – Do all you can to collect them. - Google’s replacement for third-party cookies:
Use Google’s Privacy Sandbox or FLoC (Federated Learning of Cohorts) to achieve personalisation and consumer targeting without invading users’ privacy. - Use email marketing to circulate content and ads:
Segment your email list and send them a combination of valuable content and product offers. - Social media advertising:
A great way to get relevant, personalised content in front of a large group from your target audience. For example, you can promote your content on Facebook to people who like your page and their friends.
