Digital Marketing Trends for 2022
The digital marketing landscape changes every year, and some years are more notable trends than others.
New strategies and trends emerge that practically change how we must draw, connect with, and sell to our customers. However, it’s not always enough to just keep pace with these transformations.
Where is digital marketing going in the next few years? We have some insider data to keep you ahead of the game.
The Rise of AI in Digital Marketing
Artificial Intelligence (AI) is now used by many companies across all sectors including retail, banking, healthcare, and more.
Artificial intelligence is a technology that is already a part of our everyday lives. We see devices like Alexa, Siri, Google Home, and Cortana as experts on our specific needs and desires, and we rely on these experts to navigate our worlds, whether that be whilst at play or the world of work. However, artificial intelligence marketing is a relatively new discipline that's beginning to take form.
AI is being used as an effective tool for marketing purposes too. Many companies have already begun to adopt AI in their digital marketing strategies. This is all thanks to the development of algorithms, which can autonomously learn from incoming data. One of the most exciting areas of AI development is in marketing, with advances in natural language processing and machine learning helping companies to create even more engaging ad content.
With the ability to collect data, analyze it, apply it and then react to it, AI is revolutionizing digital marketing. As the amount of information on potential consumers grows, AI will become more important due to its ability to make data-based decisions quickly and accurately.
Chatbots and Voice Assistants
Many businesses have started using chatbots to help automate customer service needs for better efficiency when handling customers’ inquiries on social media channels, email marketing, and other online platforms.
As Roger Kibbe of Viv Labs mentions, the growth of independent voice assistants, whether internal or based on platforms like Houndify, was one of the things that really stood out in the past years.
Braden Ream of Voiceflow saw a similar increase in adoption of independent voice assistants.
In addition to the more traditional voice experience like Alexa and Google Assistant, enterprises have been experimenting with custom voice applications to provide better experiences than traditional IVR.
Chatbots are an excellent way to provide customers with a personalized and enjoyable experience so they will want to interact more often with your company!
In 2022, businesses of all sizes need to have chatbots integrated into their digital marketing strategy to increase customer interactions on the web.
Automated & Smart Bidding in Google Ads
Smart Bidding is a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction—a feature known as “auction-time bidding”.
This contextual data can include location, time of day, user devices, your ad’s historical performance and a wide range of other factors, depending on each query.
There are five different Smart Bidding strategies that each prioritise a specific conversion goal:
- Maximise Conversions: Optimises bids to maximise conversions from your budget.
- Target ROAS: Optimises your bids to achieve your target return on ad spend (ROAS) from your budget.
- Target CPA: Optimises bids to maintain your target cost-per-action (CPA) from your budget - in other words, the amount you pay for each conversion.
- Target impression share: Sets bids to show your ad at the top of the page as often as possible.
- Enhanced CPC: Optimises your maximum cost-per-click (CPC) to maximise conversions.
Smart Bidding works successfully for businesses large and small. Smart bidding can optimize based on data from all of your campaigns, so even new campaigns without data of their own may see increased performance. To evaluate results accurately, we recommend measuring performance over longer time periods that have at least 30 conversions, such as a month or longer (50 conversions for Target ROAS). Relevant keywords can be added to low volume campaigns to expand targeting and increase conversions.
MARKETING AUTOMATION
Marketing automation is the process of leveraging software to automate repetitive marketing tasks. Marketers use this software in order to help nurture leads, often through integrations with customer relationship management (CRM) and customer data platform (CDP) software. They also use these platforms to automate and personalize marketing messages and content. It’s big business for vendors.
For example, brands could create an automatic lead generation funnel that gathers an email address, sends a recorded demo, then invites the prospect to schedule a live demo.
Marketing automation is not a nice-to-have strategy you can ignore — the industry is expected to be worth more than 25 billion dollars by 2023.
If you want to compete, you need to be using marketing automation.
The good news? Using marketing automation can save you time, money, and improve your marketing efficiency. Here are a few ways to add it to your strategy.
Multichannel Marketing For Connected Digital Experience
Multichannel marketing, or omnichannel marketing, is the process of utilizing online and offline marketing communications channels to target and engage with your customers.
Multichannel marketing is important for the simple reason that you must be where your customers are. And they are everywhere. If you need another reason, consider this: Multichannel customers spend three to four times more than single-channel customers do.
There’s no doubt that customers today have much more control over the buying process than marketers do. Thanks to the proliferation of available channels, customers have more choices than ever when it comes to how they want to get information.
In 2022, automation will become more important for businesses as it allows marketers to spend more time on higher-level and strategic tasks.
Conclusion:
It’s important to be aware of what trends are coming up in the future so you can prepare for them now and stay ahead of the competition.
As a marketer, you must continue to adapt and find ways to cater to the growing demands of your consumers. To prepare yourself and your business for future surprises, keep these trends in mind.
In my opinion, the future of marketing is AI-based. So the sooner a business starts investing in AI, the more likely it will be to succeed!
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