Top 5 Marketing Trends in 2022

The best way to predict the future is to create it ~ Abraham Lincoln

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1. Video marketing is crucial to the success of your marketing plan

In this day and age, it’s important to be able to capture attention. In the coming years, it is predicted that video-based content will have a stronger presence in marketing. A great way to capture attention is with short-form content, such as YouTube Shorts or Instagram Reels. These videos lead to a higher level of engagement than other content and are also favoured by the Instagram algorithm. In other words, more videos mean more exposure.

In 2022, more video content will be used in diverse marketing efforts. Video campaigns will be seen more in email campaigns, websites, and advertising. Data analytics will improve, allowing for more sophisticated video tracking. As video analytics improve, we’ll see more companies investing in video advertising.

Retargeting is a powerful form of marketing that will take video advertising to the next level. Advertisers will be able to use specific video content or ads, and tailor them to the viewer’s profile for more conversions.

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2. Content marketing remains king

As we head into 2022, marketing strategists should expect an increase in marketing noise and fragmentation. This is making it increasingly difficult to break through the clutter and reach customers. In this age of content marketing, it’s important to have a strategy to connect with customers, engage them, and build their trust. Bad content can be disastrous for your company, so keep your content quality high.

Content builds up a company’s credibility over time, so people who find you later will be more likely to buy from you. Conversely, if someone finds bad content available about your company, then this could lead them down a different path when looking at similar items on competitor sites.

Content marketing is a facet of marketing that you should never underestimate. It is an important aspect of your digital strategy, with the power to impact your business for better or worse. A good story can help build customer engagement, which is why content marketing will always be important throughout 2022.

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3. Mobile optimisation is even more important than ever

You need to be on your toes. Consumers are spending more and more time on their mobile devices, and these days, it’s not just smartphones. More than ever, the youth generation is growing, and these fast-paced, highly connected consumers require adaptive experiences — including those that are optimised for mobile. Half of all yearly traffic comes from smartphones and tablets.

Here are just some of the reasons why:

  • 84% of marketers that are mainly focused on mobile web design say they are planning to continue investing the same amount or more in 2022.
  • Up to 64% of SEO marketers think that mobile optimisation is a wise investment.
  • Now that mobile experiences are crucial, even on brand websites, marketers need to deliver quality content to the mobile audience. For instance, 56% of email marketers are focused on delivering high-quality mobile email experiences to subscribers.

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4. Marketing has become less about the product and more about the customer’s needs

In this time of hyper-personalisation, companies can use big data to understand their customers very well. The internet has opened up the opportunity to create personalised connections with those individuals. This is significant because it allows companies to build a long-term relationship with a customer and eventually sell other products. It’s all about understanding what makes each person unique, figuring out how best to serve them, and then building a strong bond that will lead to brand loyalty and bigger revenue opportunities down the line.

The days of trying to get customers to buy your products are over. Now, companies need to focus on listening to the needs and desires of their target audience. The example given is to stop focusing on a message of “buy my product,” and instead, focus on the features the customer is looking for.

It’s all about cultivating a relationship with your customers. The more personal you are, the higher your conversion rates will be.

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5. Branded audio content is growing in popularity

In the summer of 2021, Clubhouse fueled marketers’ curiosity. The app had millions of users, but nothing to see on the app at all. Brands were quick to jump on this trend by investing in, testing, and launching similar features on their own platforms. Meanwhile, some brands expanded their podcast content to meet new listeners.

Audio content is growing in popularity, and marketers need to get up to speed about it. In the past, many thought audio was a passive way to consume content. But marketers who have embraced podcasting or other types of audio content say it’s an effective way for brands to engage with their customers and raise awareness. Despite the lack of ROI for 1% of marketers, 80% plan on doubling down on audio content in the coming years.

The trend for chatrooms is catching on. Though only 16% of marketers have invested in this technology, 34% find it effective. Although only 1% of those marketers who use chatrooms say it yields ROI, 84% plan to continue investing either the same amount or more in chatrooms.

Although it may not yet be possible for businesses to monetise their audio content, the engagement and brand awareness that they receive from these platforms is worth the investment.