2022 is going to be the year in which, hopefully, we can finally say goodbye to the difficult times we’ve been through but that have taught us a new series of innovations that are here to stay. In the field of marketing, the extreme digitalization that we have suffered during the past year has meant that the tactics that worked in the past may no longer work, much less continue to do so in the future.
The digital marketing is gaining spectacular ground on traditional marketing and that is not something that is going to stop. Online advertising has eclipsed traditional advertising in recent months because being at home, it was the logical thing to do and companies have had to adapt their campaigns and invest much more in digital marketing.
Now it only remains to be seen what surprises 2022 will bring us in this section. We want you to get ahead of your competition and take note of the trends that next year will bring.
Marketing trends for 2022
1. Content is the king of the game
According to a study carried out by Research Dive, the content marketing industry will be valued at around 107,000 million dollars, an increase of almost 40,000 million compared to 2018. Bill Gates himself already said in 1996 that the content would be long term what most affects whether a product is successful or not. Well, that long term is already here.
In a society in which you already search for any product before evaluating your purchase, either to read reviews or to delve a little deeper into it, the content is going to be that differential value when it comes to attracting new customers and loyalty to those who already have.
How can you plan the type of content you want? Very easy, brainstorm with your entire team to put all the possible ideas and strategies on the table. One way to be all aligned can be to create a to design that differentiating original content that will be in charge of converting readers into new customers.
2. Hybrid events will be important
We are not going to remember the large number of face-to-face events that had to be canceled during the past year. Many were lucky enough to be able to take place virtually with great success, others not so much due to the infrastructure required, but what is clear is that virtual events are also here to stay because being able to attend a big event from the sofa in your house is an idea that many like.
Therefore, we can predict that there will be events that return to face-to-face events, events that are 100% virtual, and events that will be a mixture of both. Get ahead of the competition and start planning hybrid events that will open many more doors for you simply because you don’t force attendees to go to a closed space, but rather they can join wherever they are. In this way, you can keep those who want to go to an in-person event happy and those who don’t.
3. Artificial intelligence, on the rise
If you still do not have artificial intelligence in your business, do not be left behind because it is growing like foam. Industries such as pharmaceuticals, banking or education are using artificial intelligence for marketing purposes. They use it to automate features like keyword recommendations, view and analyze merchant web traffic, and much more.
The important thing about all this is that thanks to this artificial intelligence, marketing teams from all kinds of industries are finding the formula to use it in their favor to predict what consumers might buy by studying their previous purchases and their history. All these advances will take on much more prominence in 2022 and will be used much more.
It can also be used for campaigns with not only because it will be easier to go to depending on what you want to advertise, but this artificial intelligence will do the preliminary work to see how campaigns with related products worked before and make sure that you carry out the action with the right influencer. This will not only help make the campaign better, but also increase ROI.
4. The mobile will be one of the protagonists
The arrival of the Internet greatly changed the way consumers buy and now the mobile is one of the devices on which most purchases are made, so focusing on campaigns optimized for mobile devices is essential.
It is very common for anyone to have a at any time and look at reviews of products or services. Today it is more common to do this process from your mobile phone instead of on a computer, what’s more, businesses are increasingly optimizing their content for phones because it helps to position themselves better in search engines. You have to optimize, if you have not already done so, your website or those of your clients for mobile devices, not only in content, but also in speed.
5. Don’t be afraid of virtual assistants
The use of virtual assistants on web platforms is going to be very important in 2022. Also known as “chat bots” or “chatbots”, virtual assistants can save your workers time answering simple questions from customers by having everything automated. In addition, being totally virtual, in collaboration with artificial intelligence, they can offer personalized experiences to customers, thus improving their experience.
These chatbots are widely used in many European countries such as the Netherlands or Germany with great results and it is a matter of time that more and more Spanish companies and companies from other parts of the world use them to save time and, provided it is configured well, improve the customer experience.
6. Charge fast or die
The dependence of digital businesses is very high, practically half of the traffic still comes from Google, so it’s time to keep dancing to the rhythm of their music. To do this, what you must work on, according to Google, is branding, since brands that are spontaneously searched by users prevail; that your website looks great on mobile and that it has the ones it has called well. In short, that it loads fast, that it can interact with the web quickly and that it is stable. So, you know, focus on this.
7. From CAC to LTV
The understanding that the challenge of digital marketing should not be in recruitment, but in loyalty, is becoming more and more widespread. Loyalty begins from the moment of capturing the user and from the moment you set marketing objectives focused on the Customer Acquisition Cost data. Only the first sale. As we gain historical data, the challenge, also in recruitment, must be to evaluate the Lifetime value of the users recruited, in order to guide marketing actions to those that add the most value to the business in the form of recurring customers.
8. You need First Party Data
It is clear that the cookie issue is difficult. On iOS it crashes and on some browsers like Firefox as well. Resist because Google still uses them, and this means: Chrome, Android, etc. Although it has been warning for months that it is time to “change the model”, the months for cookies are numbered. The best thing you can do is prepare yourself not to depend on third parties in this sense, that is, to have your own data from users, which is what it means first party date.
It pays you to go looking for a CDP (Customer Data Platform) that allows you to collect, order and then activate in marketing actions all the interactions that users have with your brand. In other words, what you have done on the web, what you have bought, interactions with our emails, with our advertising campaigns… in order to then be able to do email automation, advertising, retargeting, etc.
I know, it sounds complicated. But keep in mind that… the slap you will give yourself will be worse if you have to plan blindly when there are no cookies. So get ready for a world of cookieless digital marketing.
9. Automated advertising
This topic gives a bit of yuyu, but above all Google, and also some Facebook, are insisting a lot that “let their machines do your job”. They have such powerful machine learning engines that we are entering a new paradigm.
We went from the dream of digital ultra-segmentation to the mantra of “give us your money, put broad segmentation and our machines take care of optimizing and bringing you the best traffic” and each time they leave you with fewer alternatives. Google, for example, already announced that expandable (manual) ads would disappear to be replaced by adaptive (automatic) ones. So, in relation to the previous point, the more your own data, the more option you will have to maintain a certain manual margin in the segmentations.
10. Bet on alternative channels
The reality is that Google and Facebook are channels that we could consider saturated because everyone is investing there. Which makes it more and more expensive and less profitable to do so. The opportunity is to invest in alternative channels, less saturated. Without a doubt, a good alternative is and Twitch, but also others such as Pinterest, , or the opportunity to segment through connected television, even on niche websites. You always have to try to get out of where the mass is.
11. Emails with storytelling
One of the most profitable and at the same time most mistreated channels is email. Many brands are dedicated to using it as a channel to constantly launch pure product. You have to stop that wheel. It does not make any sense that we make a more pampered, more careful communication, for some almost “unknown” who can read us on the blog, or follow us because for our beloved clients, who are in our precious database. Let’s think about your needs, let’s also provide information, entertainment. Let’s also include some storytelling in our email communication.
12. TikTok and Twitch: the new standard
Ok, they are not the most massive, but for 2022 we can certainly consider them to be the reference, they are the ones that everyone wants to look like. Instagram and YouTube are beginning to show signs of tiredness, and meanwhile, TikTok and Twitch do not stop growing. The challenge of any brand for 2022 must be to find the key to bet, to create content in a sustained way, for one, if not both, of these social networks.
13. Stories better than feed
And when it comes to Instagram… There are studies that claim that users consume the stable feed more than the stories, but we don’t believe it. Our experience, and what we have been endorsing with different brands, is that more impact is achieved with stories than with the feed. Yes, it is frustrating, because they disappear: Accept it and get over it. Focus on creating entertaining content that encourages interaction. Use the networks for what they are: to create a true community and although many times it has been used as, of, of a community sincerely linked to your brand, the sales will continue to arrive.
14. The art of microinfluence
Regarding influencers, our recommendation is in line with what we commented with…
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