If you think you are on top of it all, digital marketing is about to make a 180 turn.
Okay, to be honest not a full 180 as such, but theoretically speaking. As marketers, you know that things can change rather quickly and guess what, there is some fresh wind coming again.
I don’t know about you, but I can’t believe 2022 is only four months away?! If you haven’t already started planning your marketing strategies I am sure that you will very soon.
Now, let’s check out 6 emerging marketing trends that will define 2022.
1. The Last Cookie Has Crumbled
As you have probably already heard, Google is going to stop cookie tracking late 2023 (postponed from early 2022). While the delay brings a sigh of relief as it’s become less urgent, it doesn’t mean it’s become less crucial. What exactly will it mean for your business strategy?
Currently, there already are options for consumers to opt-out of third-party cookies and tracking. But with third-party cookies to disappear completely, you would want to look for new tactics.
For many marketers and businesses, the information from user tracking is crucial in so many ways. So, if you haven’t swapped to getting first-party or zero-party data yet, now is the time.
First-party user information is collected and stored by your domain. As a website owner, you can track and measure consumer’s data from visitors directly on your website. Zero-party data is information that consumers willingly share.
Think about surveys, contents, online communication or web forms. This type of data collection is gaining more and more popularity.
Start boosting CRM tools as they are becoming a key factor in marketing success.
To get a website that lets you collect first-party and zero-party user information click here.
2. Digital Events Are Booming
There is no doubt that online events have become an integral part of nowadays businesses. Whether you’re streaming an online concert, webinar or product launch, online events are a great way to get your message across.
Particularly in the volatile economy we live in today, you would want to be able to spread your word at any point of time. But, online events bring more opportunities than that, such as building customer relationships.
They are a great platform to collect new and existing customer information, letting you create stronger connections with customers. This will increase Customer Lifetime Value (CLV) leading to more business and as a result, long-term success.
3. Content Is Pushed Off the Throne
Yes, you’ve heard right! Say goodbye to your King “the Content” and welcome someone new on the throne: Clarity.
Honestly, the space is flooded with content. And with consumers asking for more personalised and unique content, you’ve got to start taking a different approach to content.
Consumers don’t want to hear about the same thing over and over again. So conveying your message in a clear, unique and meaningful way is more important than ever.
For example, you can do this by sharing a personal experience, recommendation or story. Whatever you are sharing, make it real to make it more special for your consumers. Besides unique stories, educational advice is also something that consumers value more every day.
What would you rather do: Read an educational blog revealing new insights into upcoming marketing trends or click on an Instagram ad by a marketing agency that doesn’t even speak to YOU?
Well I’ve got you reading this far so I’m guessing you are enjoying this piece of content!?
Always remember, quality over quantity. And with everything you want to share, ask yourself: What value is my consumer getting from this?
4. Soft-Sell Becomes More Important Than Ever
Did you know that in Australia the average person is considered to see between 6,000 to 10,000 ads PER DAY? Let that sink in!
As most ads are still using hard-sell methods, it is to no surprise that people have built a natural defense against such ads. People don’t want to be pressed to make a purchase, they want you to show them why they need you.
This means that you should educate and enlighten your audience about the benefits your products and services offer, rather than hard-selling them.
Inform them about what your products and services can do, how they are going to help, and how they will make life better.
For example, if you are selling natural beauty products, don’t just show them the products. Share how your products are best used and that by buying your natural beauty products your customers also contribute to conserving our natural environment – making them feel better.
5. Artificial Intelligence (AI) Will Improve Influencer Marketing Results
While many thought that influencer marketing will not survive 2021, it’s actually about to grow significantly. In fact, its market value is forecasted to reach $15 billion by 2022. That is an increase of 55% since 2020.
There have been some changes in the influencer marketing space such as the growing popularity of micro-influencers. But besides that, not much else has changed.
With evolving technology, assessing the most fitting influencers is now made much easier. Forget about watching an endless list of influencers and spending hours in order to find the best ones for your business.
Now there is influencer identification, where AI is able to watch and analyse millions of influencers in a time manner a human could not do. This smart technology can help you identify who has the most impact for your brand.
Furthermore, performance influencer marketing is a method where you only pay for the sales influencers generate – profits guaranteed!
6. Ever Heard Of the Flywheel?
There is a new marketing model in town and it is showing some proper competition to the traditional marketing funnel model.
The marketing funnel model has gained a lot of popularity in the last few years, being one of the most widely used marketing tools. More recently, some major flaws have been revealed about funnel marketing.
Probably the biggest flaw is that it is more focused on obtaining one-off customers instead of repeat purchasers. Once customers make a purchase, they become completely outdated unless they decide to do a repeated purchase themselves.
On top of that, it merely generates customers, but doesn’t then work with them to grow your business. Funnel marketing doesn’t consider customers as a driving force – but so you should!
Especially in today’s world where customers have more power, knowledge and influence than ever before. This means that your own customers can help you grow your business.
The flywheel model realises that. This method is all about having a customer-centric approach and keeping your customer satisfied.
The aim of the flywheel is to drive customer engagement and encourage them to keep coming back, placing your customers at the very centre of your marketing strategy.
As a result, you get more satisfied customers and improve customer relationships. Customers turn into brand advocates and help you grow your customer base. And where does that lead to?
Yes, long-term success and greater ROI.
Interested in learning more about the marketing flywheel? Head to Hubspot!
2022 doubtlessly sounds very exciting. Marketers are facing some critical changes and need to consider these evolving trends to stay afloat. Even more so, you need to start thinking more about your customers. As they will become more demanding and will have constantly changing needs, you need to have various advertising strategies up your sleeve.
Ready to take on 2022? We are!
Call us today for a FREE consultation and let us help you with your marketing strategy.