Digital marketing trends for 2022

Written by: Paula Ferrai

As the world and technology evolve, so too must marketers to continue to reach audiences in relevant and engaging ways. In order for businesses to thrive in a post-pandemic world, marketing teams are required to rethink their strategies and approaches to continue to create the best customer experiences.

As more people turn to online shopping for their retail needs, marketers are presented with a growing audience and new opportunities to leverage digital marketing trends and tools to deliver dynamic e-tail experiences.

Here is our list of the top digital marketing trends for 2022:

1. Consent-based marketing

By 2023, Google plans to put an end to its support of third-party cookies on its Chrome browser, effectively killing data-driven targeted advertising. In tomorrow’s cookieless world, marketers will have to pivot from traditional digital marketing methods to consent-based advertising where customers willingly share their data. Businesses must now focus on how to effectively acquire, gather, manage, and store ‘first-party data’ from users. Establishing strong brand-user trust is crucial for this to work so we expect to see brands looking to leverage themes of trust in their marketing campaigns in 2022.

2. Personalisation engines

As audiences demand more tailored brand interactions via digital experiences, the personalisation industry is a burgeoning market. Personalisation engines allow marketers to identify, measure, and deliver tailored experiences based on user online behaviour and purchase intent. It helps marketing teams to deliver personalised messaging and content so users receive relevant content. Personalisation engines are a popular digital marketing trend in 2022 as it helps increase conversions, marketing effectiveness, and customer experience.

3. Social media video marketing

Brands will be placing more attention and marketing spend into social media video marketing in 2022. This digital marketing trend is growing significantly as the power of engaging and shareable content is an opportunity marketers in 2022 cannot miss. Google asserts that an overwhelming majority of online users prefer to watch a product video before making a purchase. To further bolster the reach of social media videos, they are even planning to index TikTok and Instagram videos to make them appear in search results.

Marketers can leverage this in combination with social media’s personalised, shareable, and instant nature creating powerful conversion opportunities for brands. TikTok, Instagram Reels, Facebook, YouTube, Twitter, and Snapchat are the most popular platforms for social video marketing in 2022.

If you want to ramp up the quality of your content, you might want to look into tools to edit video. Some might look complex to begin with, but there are plenty of solutions for less experienced editors who can’t get enough from the social apps’ editing features.

4. Illuminating the dark funnel

The dark funnel refers to the various unknown and untrackable insights that fall through the cracks during the customer journey. In reality, the dark funnel consists of areas where buyers and customers operate that attribution software cannot measure: online communities, organic social engagement, PR, word of mouth, events, etc. In 2022, marketers worth their salt will begin to develop digital marketing strategies to target the dark funnel and improve customer engagement and conversions.

5. Interactive content

Interactive content marketing has recently turned from a trend to best practice largely because it works at establishing a deep connection between brands and their audience. Interactive content usually comes in the form of online surveys, quizzes, contests, giveaways, polls, and general questions which aim to engage users directly to elicit a response or interaction with them, thus establishing a connection between brand, content, and user.

Primarily aimed at engaging and entertaining audiences to boost the user experience, interactive content is also used to increase the length of time users engage on a platform which helps a brand to feature better in searches and feeds. With people spending more hours on their smart devices, interactive content will continue to rise in 2022.

6. Image and video SEO

Most people type their queries into a search bar or just talk to them, but there is a new way to search online. In 2022, we expect to see a continued rise in reverse image searches: uploading an image or video as a way of finding the source of the image. Take Google Lens as a great example: if you see an image of someone wearing a great pair of jeans, you can upload the image and the Gods of Algorithms will match it to the source so you can find out where to get your very own pair.

Reverse image (and video) search is set to spread like wildfire in 2022 as more businesses identified the benefits of this evolving technology, leading to a demand for image and video Search Engine Optimisation (SEO). Marketers will need to truly understand SEO in order to create room for optimising their video and image content to feature high in searches.

7. Social shopping

Shoppable posts are social media posts that promote products and connect users directly to the checkout via a single swipe or click. They aim to increase conversions by streamlining the payment process, making it easier for you to bankrupt yourself overnight because you simply had to get that gold-tinted coffee machine. 

Shoppable posts are most commonly found on social media platforms such as Facebook and Instagram. With 4.55 billion active social media users worldwide in 2022, we expect to see a heightened drive for shoppable posts in most major marketing departments.

8. Voice search

We will no doubt see a major adoption of voice search capabilities in 2022 and beyond as this technology becomes more nuanced and efficient, with widespread adoption in the marketing industry growing each year. The global voice recognition market size is forecast to increase from USD10.7 billion in 2020 to USD27.16 billion by 2026

Voice search is changing the fundamentals of SEO as people speak differently to how they type, resulting in a new niche for marketers to exploit in the groundswell of opportunities presented by this technology. Thanks to more people having access to smart devices, voice search will continue to rise in 2022.

9. AI-powered marketing

Artificial Intelligence (AI) has been helping digital marketers reach their target audiences for a few years now but we expect to see a continued rise in adoption in 2022 as the technology evolves and becomes more accessible. AI is used to maximise reach, enhance communication, analyse data, and track sales in real-time, giving marketers valuable insight into the performance of each campaign and overall strategy. 

For instance, conversational marketing is where the latest innovations in chatbot technology and conversational AI converge to create authentic customer experiences. Conversational marketing moves leads through sales funnels quickly and easily through sales conversations in real-time between customers and chatbots. These interactions assist buyers and customers through the browsing and purchase stages and provide tailored experiences throughout the process. We see conversational marketing taking big strides in 2022 as a digital marketing trend to look out for.

Machine Learning (ML) capabilities are leveraged with AI to assist marketers in creating highly personalised target messaging by learning from users’ online activity to gather an audience profile according to their tastes and needs. From this, marketers can suggest, recommend, and promote products and services ML algorithms have shown they will be interested in. This is commonly seen in YouTube or Netflix recommendations based on what you have previously watched. We will continue to see more targeted marketing messaging and improved recommendation algorithms in 2022, ensuring AI-powered marketing continues its popularity.

Summary

As technology evolves so do the opportunities for marketers to create engaging and customised brand experiences that attract and delight customers. The technology to support digital marketing strategies in 2022 are there; it is up to marketing teams to leverage them in creative ways to reach their audiences in ways that improve customer journeys and ultimately drive conversions.

How many of the digital marketing trends for 2022 are on your business’s marketing strategy list?

Contact us

How many of these trends is your business planning to leverage in 2022? Let WeAreBrain help you strategise your digital marketing efforts and utilise these valuable technologies to drive your audience engagement. Get in touch with us today.

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Last modified: April 21, 2022
Author info
Paula Ferrai
Paula leads our Marketing & Communications team. Her career started 20 years ago in advertising, and she’s since picked up a wealth of experience both in the corporate and agency worlds. She loves scuba-diving and dreams of swimming with dolphins again.
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