As we head into Q2 our industry continues to evolve. We’ve seen trends emerge and die, COVID remains an obstacle and the state of marketing has been tremulous. Luckily, we’ve been able to help our clients thrive despite the continued disruption through agile and unique strategies. Here are some digital marketing trends every brand needs to look out for in 2022 and beyond.
Alternatives to 3rd party cookies
People are demanding greater privacy protections online and greater control over their data. Google has also announced their plan to phase out support for third-party cookies. So, what should today’s marketers do? Focus on building your own customer/user database and maximize the use of your CRM. The sooner companies take control of their customer data, the better their margins and customer relationships will be… there’s no better investment in the future of your business.
There are also tools available such as Google’s Privacy Sandbox or FLoC (Federated Learning of Cohorts) to achieve personalization and consumer targeting without encroaching too much upon user privacy. At the end of the day, CRM tools, surveys, and interactive content will become increasingly necessary for the success and longevity of high-performing companies.
If you’re not experimenting with live video in 2022, you’re falling behind
The world of live-streaming for brands can be complex and unpredictable. It can put brands in vulnerable positions, but the rewards can be outstanding. Live video is still being promoted heavily across almost all social media sites like Instagram, Reddit and more. What this means, is that social channels will prioritize live video over other content. This can cause a huge uptick in viewership, engagement and brand discovery.
Companies and brands need to consider how to provide value through live streaming. Some examples would be things like Q&As, product demos and collaborations with partners/influencers. These can help provide consumers with differing perspectives of your brand and widen the appeal of your offerings.
Making your content educational and entertaining increases the value of your content to the viewer. Ask yourself what would give your audience a good reason to tune in? Where does your community hang out online?
For example, when the video Animal Crossing was popular earlier this year, Wendy’s started a Twitch stream and created “Wendy” as a character in their own Animal Crossing Island. This garnered thousands of viewers across North America and generated a ton of earned media. Their goal? Promote their new combos to gamers. You can read more about their success here.
There are many channels for live video to choose from, and the ones you go with should also tie into your social media strategy. YouTube Live and Instagram Live are good general options for brands, but many brands have found success through more specialized video streaming niches. For example, LinkedIn offers a live video platform geared toward B2B sales presentations while Twitch caters more to younger audiences. The right mix of platforms is just as important as the right type of content.
The rise of “short-lived” marketing
The ever-growing demand for people’s attention from marketers has been exacerbated by the pandemic. We’ve seen record numbers of people using social media to connect and escape, thus making it more challenging for your brand’s content to rise above all the noise.
Short-lived marketing could be defined as content across social media and other websites that only lasts for a short period of time – akin to people’s brief browsing habits and desire for quick answers. Think Instagram stories, TikTok videos, Snaps, etc. User behaviour is moving more and more this way, especially with younger audiences.
The old ways of Instagram are fading as people move more away from the photo grid and more towards stories (that only last 24hrs). Instagram has become a multifaceted platform allowing users the ability to engage in continuously varying ways. As a consequence, the photo grid, which used to be a staple of social media marketing, has become less important and less emphasized.
Ultimately, social media’s emerging focus on “short-lived” marketing content is creating a new sense of urgency. Brands need to think hard about how they keep pace and tell their stories, and this requires a close, intimate and agile partnership with social media and creative teams.
AI advances in digital marketing
Artificial intelligence (AI) in marketing was valued at USD 5.00 Billion in 2017 and is said to likely to reach USD 40.09 Billion by 2025, at a compound annual growth rate of 29.79% during the forecast period.
Companies and brands across the board are already using artificial intelligence in their marketing efforts. While AI is most often used in marketing automation to automate basic tasks, effective marketers are also exploiting AI applications that can predict what consumers are likely to buy in the future based on their past purchases and browsing data. In 2022, brands that are able to harness AI in combination with SEO to drive strategy will come out ahead of the pack.
Speaking of AI, check out SAMI Digital – the AI-brain behind /Archive!😉
Embrace multichannel marketing to create connected customer experiences
Connecting with customers today means using multiple channels of interaction involving content such as newsletters, paid ads and social channels in addition to hosting webinars/events or attending events. Tying all these strategies together can be extremely challenging, but this is where we come in.
It’s not enough for brands to focus on just one or two channels – they need an integrated approach that will allow them time to create content for each platform while still maintaining their voice and direction.
The ever-increasing need for “agile marketing”
Pre-pandemic (2020), 45% of event organizers indicated that they planned to maintain their spending on product launches and VIP customer events. Further to that, about 18% wanted to increase their spending. Marketers from all areas of the industry are being challenged in similar ways.
Enter the pandemic – marketers scrambled to find alternative ways to strategize as 52% predicted that a “return to normal” wouldn’t be possible until at least the second quarter of 2021… now we’re hoping that will happen in the first or second quarter of 2022.
Suddenly, marketers were forced to rethink their strategy for the year, pivoting quickly and (in some cases) not-so-successfully. As a result, the coming years may beckon an increased demand for marketing teams and brands to be more agile. This means no more silos between marketers and other departments, a heightened focus on quick planning, gathering data more efficiently and revisiting goals month to month.
Digital Marketing is always evolving at a fast pace and the pandemic has expedited this to new levels. In order to stay relevant and connected to your audiences, your brand needs to be able to grow and adapt just as quickly. At /Archive, our job is to stay at the edge of digital innovation so that we can continue to offer our clients strategies that help them thrive. Feel free to reach out for a quick brainstorm, and don’t forget to sign up to our newsletter below to stay informed about future posts and interesting industry insights.
- Exhibitor Online’s Impact of the Pandemic study
- Markets And Markets AI in Marketing Study
- Smart Insights
- Stefanini Group