2022 Marketing Trends
The last two years showed us how quickly entire industries and functions can change. If digital transformation and online user journeys were the themes of the last year, what are the marketing trends of 2022? What can small businesses do to get the most out of their marketing dollars?
Based on our analysis of businesses across categories, here are the marketing trends that businesses will have to learn to adopt in 2022:
The growth of influencer marketing: The trend of using influencers to amplify marketing will only grow stronger this year. What was already an industry close to $14 billion in 2021 will see its expansion into other categories, including B2B.
Shorter video content: While the video will remain the leading form of content across all social media platforms, marketers will be investing in shorter videos. This reduces customer resistance, encourages more people to share videos, and thereby, increases the reach of marketing communication.
Mobile optimization will be key: Since more than half of all web traffic is coming from mobile phones all digital experiences will have to be optimized for mobile phones. This isn’t limited to websites. Brands will have to ensure that all their content – for example, email marketing – is mobile-optimized.
Focused digital presence: Increasing digitalization doesn’t mean that brands have to be present everywhere and use all channels equally. Businesses will need to understand which platforms work better for them and concentrate their efforts on those.
Emphasis on privacy: The much-talked iOS update significantly reduced the ability of brands to track their users through cookies. This is in sync with increased calls worldwide for digital privacy. From now on, digital marketers won’t be able to easily rely on data to automatically optimize their ad placements and delivery.
Content that entertains: Content can’t be merely informative or sales-oriented now. Users are resistant to messages with only calls of action. They want to be entertained. Social media content strategy will have to take this into account because brands that routinely surprise and entertain their audiences will have an edge over others.
Relatability: Brands will have to be relatable to their followers. This calls for content that takes into consideration the overall social climate and the issues that matter most to consumers.
Daria Kiseleva Media Manager at Consumer Choice Award
Businesses that want to meaningfully connect with their audiences will have to keep these marketing trends in mind while devising their digital strategies for 2022.
