Here’s Our Guess On Digital Marketing Trends In 2022
Director of Content
With the news of COVID-19 infection rates starting to die down, there is a lot of hope that normalcy will return as we head into 2022. However, the effect of the virus on social and economic structures is likely to linger. The virus has also re-shaped digital marketing and e-commerce, with these effects unlikely to go away even if the virus is effectively contained.
With the impact of the global pandemic in mind as well as emerging technologies around digital marketing, here are some of our best guesses on digital marketing trends in 2022.
Voice Search Optimization
Smart voice searches are a growing trend that is likely to dominate digital marketing in 2022. It is estimated that as many as 60 million people use smart speakers in their homes and this number is rapidly growing. What this means for digital marketers is that they need to optimize their online platforms to be compatible with voice search devices. This is especially so when you consider that new phones, tablets, and computer devices are also being designed to handle voice searches. As internet speeds improve, chances are that more people are going to be using voice searches to shop and to find things online.
What this means for digital marketers is to ensure that they use voice bots on their websites to handle these queries. The bots can also give marketers valuable insights into consumer behavior that will help shape their voice search strategies beyond 2022.
Increased Use of AI
Artificial intelligence was an emerging technology a few years ago but is increasingly becoming mainstream. AI is the area of computer science that seeks to develop machines and computer systems that think, learn, and execute tasks based on machine learning. This means that these systems move beyond acting on the data they are fed into developing their own data based on systemic and progressive learning functions. The impact of these ‘thinking’ systems on digital marketing is already profound and this effect is likely to grow as AI technology becomes more refined. Examples of where this technology is already being applied include AI chat-bots which are helping marketers respond to customer queries and handle customer support without the need for human intervention. Not only is this very cost-effective but it also means that customers can rely on AI chat-bot support any time of the day.
In 2022, we expect this technology to get better and to spread across different applications and industries. If you are looking to connect more effectively with your customers, it might be a good idea to start investing in AI systems that apply in the industry that you are in.
Related to AI but not quite the same, you can expect that 2022 will bring more marketing automation to industries across the market. Automation is effective, cheaper, and less prone to human error. This has already been proven in a wide variety of areas and we expect that the same will apply when it comes to digital marketing. Automation in digital marketing is likely to improve how leads are generated and processed in order to convert them into effective sales. Automation is also likely to change the way companies communicate with customers and how deliveries are made.
Social Media Transformation
One of the innovative steps that we have seen in social media is the use of shoppable adverts on Facebook. Moving away from the previous model where social media adverts led customers to an online shop where the purchase was made, Facebook pioneered adverts where potential clients can call the advertiser directly from the advert without ever leaving the social media platform. With their call function, customers bypass the need to go to the advertisers’ websites and can call them directly.
In 2022, we are likely to see more social media platforms adopt this kind of in-ad communication. This is because it removes obstacles to converting potential customers. It also helps customers act on their impulses without creating lag times that can cause a customer to change his or her mind. Already, Instagram is pioneering a checkout system where customers can see an advert, buy the product through a checkout system, and finalize the order without ever leaving the social media platform.
The use of short videos to promote products online has been on the rise. Videos allow clients to learn how a product is used and how it can be of benefit to them. Videos give clients greater interaction with a product that text descriptions or even images can. This is unlikely to change in 2022 and smart digital marketing companies will work to ensure that video adverts feature prominently in their digital marketing campaigns.
Virtual and Augmented Reality
When it comes to virtual and augmented reality, this is expected to take digital marketing to the next level. Although still in its infancy relative to other digital marketing technologies, the potential advantages that it offers digital marketers are immense. Virtual reality refers to the technology where the user is totally immersed in the new dimension that the VR system offers. When it comes to augmented reality, the user is placed in a dimension where the system combines elements of the real world with elements of a new dimension.
VR and AR offer digital marketers immense opportunities. The ability to place users in new dimensions means that customers can try out new products without ever leaving the comfort of their homes. They can take virtual tours of new homes, have virtual test-drive sessions for new cars, and much more. We expect that this technology will become more refined in 2022. This means better software as well as better hardware to become available for mass markets. In summary, 2022 offers amazing opportunities for markers looking to find new ways to engage with potential customers. Working with digital marketing experts can help your business make the most out of these digital marketing trends.