Marketing trends in 2022 show, in part, the effect that COVID-19 has had on consumer behaviour. Today we tell you about the most notable ones.
Top 10 trends in marketing today
- inclusive marketing: marketing must look at diversity and how brands are adapting to a changing environment. Brands must focus our efforts beyond maximising consumer benefits and be aware that today's contexts require prioritising new forms of representation. In addition, it is critical that brands measure our diversity and inclusion efforts (talent retention, community investment and brand messaging and imagery) to ensure that we connect with consumers and that they see themselves reflected in our brand values.
- enhancing the hybrid experience: Younger generations are increasingly shopping through emerging digital channels, and are demanding that brands offer hybrid experiences where they can combine the physical and digital channels.
- the emergence of the metaverse, nfts, virtual reality and augmented reality: The metaverse is a digital reality accessed through special devices, such as virtual or augmented reality glasses, in which users can interact with other users. Each of these users has an avatar (their character in the virtual world) and will interact through objects in immersive worlds.
- Featured snippets in Google search: You have probably noticed that your own search and browsing behaviour has changed in recent years due to Google's changes and the fact that we search for information faster when we are on the move. Featured snippets and other information in SERPs mean that you no longer need to click through to a website to get the information you are looking for. It is right there on the Google search results page. This information can appear in many places, but the most searched position is right at the top of the page, before the list of organic pages. Over 60% of the search results returned by Google are now featured snippets.
- video marketing: Brands must integrate video content such as product demos, webinars and live video events to keep their content fresh and aligned with what consumers are looking for. In addition, the live video industry is expected to continue to grow. It is already incredibly popular with consumers, and users spend three times more time watching live video than pre-recorded video.
- no-code automation in marketing: Tools for scheduling automated processes for marketers are becoming more intuitive and give marketing teams complete independence from scheduling teams.
- integration of the experience in social networks: In a world without cookies where Facebook does not have access to the data of your website or only to a part of it, being this insufficient to generate a minimum volume of data that allows automation to work properly, the only solution is to bring the experience of interaction with our brand within the social network itself. Therefore, among the digital marketing trends we have how more and more shops are created within Facebook, Twitter, Pinterest or Whatsapp. On the other hand, the formats of interaction with ads and lead generation will also increase.
- Programmatic advertising: Programmatic advertising refers to advertising in which the advertiser buys the audiences and not the spaces, as with traditional advertising. The advertiser is the one who chooses the audience they want to target, taking into account multiple details of their profile, such as tastes, demographics, connections..
- CRM evolves: The use of social media communication channels (Facebook Messenger and WhatsApp, for example) as CRM tools appears as a complement in email marketing campaigns to accelerate the passage between interest and desire of the customer in the customer journey and contribute to the closing of the purchase.
- Omni-channel marketing: The various digital platforms we use are becoming increasingly interconnected. But there is also a new technology on the horizon that could accentuate this change: 5G. Although it has already begun to be implemented, during the remainder of 2022 it will take full force, with many changes in online marketing channels. 5G will allow working with larger formats, both video and images. This will drive the transition to much more visual campaigns. At some point, email marketing will begin to allow the integration of video as a standard.
