Digital marketing is constantly evolving and changing. We are seeing brand-new, unanticipated digital trends that will set the stage for marketing's future. Companies and businesses need to not just plan for the future of digital marketing, but also be prepared to profit from it. To start, let's be clear: if something only lasts a year, it's a fad, not a trend. Even while there are a lot of things happening in the internet world. Instead, we have chosen digital marketing trends that will endure and have a long-term impact on how we sell our products:
“In order to be an expert in this ever-changing world of digital marketing, it is essential to make sure everyone is learning all the time” – Clodagh Higgins
Current Trends of Digital Marketing
1. Artificial Intelligence
The process of creating intelligent computer systems that can carry out tasks resembling those of the human brain is known as artificial intelligence (AI). Businesses can utilize AI to determine the wants and needs of our consumers. In addition, it can be used to track trends in consumer purchasing behavior and provide solution in order to develop a marketing strategy.
AI technologies like machine learning, deep learning, and others can also be used to carry out customer and marketing-related duties including content creation, ad monitoring, product promotion, customer contact, and more. As a result, AI is a lifesaver for companies looking to capitalize on the surge in digital marketing by upping their advertising game.
In 2022, personalization will be very important. More effective than general material made by traditional marketing that aims to appeal to as many people as possible, focused adverts communicate directly to your target market. However, having accurate knowledge isn't enough. In a market that is oversaturated, it is essential to make sure your target sees those advertisements at the appropriate time and location.
The Metaverse is a universe within our own, as its name suggests. Currently, Meta is the owner of the Metaverse (Facebook). Innovative and full of potential, the concept of a digital environment where augmented reality and virtual reality combine to create a shared experience is novel.
A digital representation of yourself in a dystopian future where any action is conceivable seems to have a lot in common with video games. Then, in 2022, how does it become a trend in digital marketing?
The Metaverse has made social commerce possible with its network of realities and virtual universes where space is almost everywhere. Digital marketers have therefore discovered a chance for their companies to occupy that void and establish a completely new digital marketing medium.
“Consumers may be a few years from caring about the metaverse, but brands still can benefit from a first-mover advantage” – Kent Lewis
4. Programmatic Advertising
Programmatic ad buying is the process of acquiring digital advertising using the software. Programmatic buying used machines and algorithms for human negotiation, as well as proposals requested, and quotes in place of the conventional approach.
Programmatic advertising is automated by AI so that advertisers can more precisely target certain consumers. Higher conversion rates and lower client acquisition expenses are the results of efficient and quick automation.
A type of programmatic ad buying called real-time bidding allows for quicker and more accurate targeting. Qualifying advertising can therefore be purchased and sold on an individual basis, ensuring that only users who are your intended audience will see the advertisement. In the coming years, it is anticipated that programmatic advertising, which is growing quickly each year, will account for a sizable portion of all display advertising.
5. Influencer Marketing
Influencer marketing is the technique of using an influencer's reputation and goodwill to promote and advertise a brand's products or services. Influencers can be individuals or groups with a huge following base. Here are some of the elements that have helped influencer marketing develop in the present business climate:
By using influencers to promote or advertise products and services on social media channels. As a result, organizations frequently choose influencer marketing to increase brand recognition, fortify their social media presence, and increase trust.
Audiences are easily persuaded by influencers because of their passionate fan bases. Companies frequently use influencer marketing to attract a wide range of buyers to their products.
Bolster your content strategy:
The ideal method for bridging the gaps in a content marketing plan is influencer marketing.
6. Short, DIY Videos
Short video posts have replaced status updates and carefully managed photo grids on social media thanks to TikTok for shifting the social media landscape. Other platforms swiftly followed suit, with Instagram launching its Reels feature and Youtube emphasizing "shorts."
Short movies highlight the speed at which we absorb information and the importance of clear, succinct messaging or engaging content that encourages engagement, such as learning a new dance, accepting a challenge, or responding to surveys and polls. The beautiful thing about these quick videos is that anyone can use their phone to put together a hastily made, imperfect video. Younger viewers like candid, behind-the-scenes, DIY, authentic stories, challenges, and entertaining video content that has a less polished appearance.
7. Livestream Commerce
Although Livestream Commerce is still relatively new, it has already developed into a billion-dollar sector. Brands pick social media sites to promote their wares live, and viewers can purchase the goods there and then.
Thanks to the Shop feature, brands can now save customers' time by using the Show Now button on live video content. Because it has shortened the time it takes for customers to convert from seeing an advertisement to completing a purchase, Livestream commerce is one of the most important digital marketing trends for 2022.
8. Google Smart Bidding for Ads
Companies and brands engage in heated competition to rank higher in Google search results. However, SEO requires a significant amount of time and effort in order to get ranked on the top results. Paid advertising is an option for this because it makes it simpler for marketers to rank at the top and is predicted to overtake organic search as the most reliable digital marketing trend by 2022.
Speaking about Google Ads, one of its main characteristics is "smart bidding." Companies and brands should take into account this function because it allows businesses to save time and perform well.
9. Search Engine Optimization
One of the most traditional and effective types of digital marketing is search engine optimization. The "hacks" and "tricks" of SEO need to be a focus for marketers and a priority for their users as search algorithms continue to get smarter and more contextual. Marketers should place more emphasis on providing amazing user experiences to make an impact on SEO.
“Google only loves you when everyone else loves you first” - Wendy Piersall
Why Digital Marketing?
The goal of marketing has always been to reach your target audience at the ideal place and time. This calls for you to reach out to them today online, where it is where they spend most of their time.
“If your business is not on the internet, then your business will be out of business” - Bill Gates
Let's discuss online marketing in general, including digital marketing. The reasons why your business needs digital marketing include the following:
Banner ads, email marketing, content marketing, and social media posts are just a few examples of the many forms used for high-quality digital marketing. You thereby increase your possibilities for potential future publicity efforts by honing your inventive internet marketing talents. With digital marketing, you also have the option to evaluate and discontinue underperforming content in real-time.
Many customers purchase online virtually exclusively. You may reach these folks through digital marketing, which broadens the market for your business, or you can say your brand can go worldwide. You might increase sales and brand recognition by combining Google Shopping Ads and brand awareness initiatives.
Through website comments, messages, reviews, and social network posts, digital marketing enables you to interact directly with the consumers who visit your site. If you show that you are interested in what your customers have to say and think, they will feel valued and will be loyal to become a part of the community you are building. Additionally, it enables you to compile precious data about client preferences and answers.
Marketing materials that include audio, video, and other types of content are more likely to be viewed and easily interacted with customers. All of these content kinds may be included in digital marketing far more easily than any other form of advertising, which is crucial.
Along with interacting with your customers, digital marketing enables you to keep tabs on their behavior. Before consumers make a purchase, you may keep an eye on the adverts and material they have viewed. This reveals the most effective marketing techniques, allowing you to improve and alter your approach.
Making comments on topics and discussions that concern your company or sector is simple with digital marketing. By doing this, you may establish yourself as an authority on the issue, gain the readers' respect, and entice them to check back for more information before making a purchase. With the help of digital marketing, you can exude confidence in your company and position yourself as the subject matter authority that you are.
Comparing digital marketing to earlier kinds of advertising, the price disparity is significant. Digital advertising expenditures are frequently lower than those for other forms of promotion, yet specific expenses vary based on what you're doing.
8. Mobile Access
Nowadays, the majority of individuals own a smartphone, and they almost certainly use it or another mobile device for news, social networking, and a variety of other things. Utilizing digital marketing, you can approach them while they are engaged in this activity. You can reach your audience while they are using a variety of mobile apps by using remarketing advertisements, email and SMS marketing, and social media, so make sure every digital marketing you do is mobile-friendly.
Also Read: The Ultimate Guide to Digital Marketing
Examples of Successful Digital Marketing from Companies in Different Industries
1. American Express
Using educational information to engage clients is a component of digital marketing. Even said, it doesn't imply that you must produce your own internet content. As an illustration, consider the financial services provider American Express. The business welcomes guest authors from a range of industries to offer their expertise on their Open Forum website. As a result, the website gains a wealth of useful content that draws in visitors who could become customers. For their business, American Express developed an audience and an online community, increasing their service requests.
We now search for rooms and travel in entirely new ways because Airbnb has revolutionized the way we look for accommodation and how to travel. The business made use of a variety of social media platforms for its digital marketing. For the purpose of highlighting the lodgings available on their website, they rely on user-generated photos and videos from Facebook, Twitter, and Instagram. They offer how-to videos and local guides for business owners who want to establish themselves on the site. Airbnb uses Instagram to broadcast eye-catching pictures of various travel destinations across the world since customers love viewing photos of the places they would visit.
3. Changi Airport in Singapore
An unusual business that successfully uses social media for digital marketing is Singapore's national airport. Through a blog post where they give helpful articles and advice about Singapore, as well as an Instagram account with an aesthetically pleasing feed, Changi Airport establishes a reputation for the opulent jet-set lifestyle. Due to this, a large number of tourists—both domestic and foreign—flock to Changi Airport.
Publishing simple content for one's own promotion is a mistake that many companies make using digital marketing. JetBlue, a well-known low-cost airline, uses social media to keep its following interested in the services it offers. They employ Twitter for customer assistance rather than just as a discount and special deal announcement wall. Regarding inquiries the official account is tagged in, they directly respond to their consumer. JetBlue places a high priority on providing both valuable content for its followers and self-promotional items. As a result, many clients pick the business for their flight requirements.
In the current industry, Sephora is regarded as one of the major players in the area of digital marketing. That's not due to any particular tactic, but rather to how they were able to have a significant online presence overall.
The company's main goal is to be present wherever its customers are. Social media obviously plays a significant part because the products have excellent visual appeal.
As a result, rich material like training in a video that links important information to direct advertising or an interactive quiz that identifies the best product for you is created, which is referred to as shoppable experiences. Sephora fully commits to omnichannel.
They offer amazing website usability, sell on Instagram, and even experiment with geolocated advertisements for their stores. It is a wonderful illustration of knowing your persona, being accessible, and cultivating client loyalty.
Domino's is a wonderful example of how understanding new technology and acting quickly may pay off in these Digital Marketing cases.
Domino's Anywhere is a tool that focuses on the ordering process rather than the actual product. The voice-activated software (available across a number of devices) is integrated with an AI that can interpret and comprehend your requests.
Sales certainly increased, but the brand image is where this plan really paid off. A significant advantage, especially with younger audiences, is being recognized as a business that embraces and advances technology.