If there is an industry that is constantly changing, it is marketing. It’s not too early to start planning marketing strategies for the next year, which is now only a little more than three months away. Jorge Zuñiga Blanco, a seasoned entrepreneur and marketing expert from Costa Rica, offers some marketing trends expected to be seen in 2022.
If we learned anything during 2021, it was that not everything that worked for us before will necessarily work for us again in the new normal. Many of these processes and strategies have become inefficient. Consuming our budget and without obtaining the results we used to have. In part, 2021 has been a year of experimentation to find new paths and challenges, which undoubtedly made their way beyond contingency, such as the struggle to maintain the privacy and security of users who browse the Internet.
One of the digital marketing trends for 2022 is to build our audience through a company’s own resources. Using a CRM can give us a lot of insights into its audience and their preferences. First-hand data goes a long way. “While Google has announced that it will delay its plan to eliminate the use of third-party cookies until 2023,” explains Zuñiga, “the reality is that digital marketing trends for 2022 are beginning to consider a world where we don’t rely on third parties to build our audience and segment it.” This, along with iOS policies and increased protection of users’ identity and data on the Internet, will make it more important to collect data and information from your leads and customers.
Therefore, companies should invest in the collection of first-hand data (or first-party cookies) as well as in tools and strategies that allow them to know even more about those who are buying from them. And a good place to start is marketing automation tools.
Now more than ever, content is necessary. Especially when we will not be able to depend on ads paid one hundred percent. In addition, with the elimination of third-party cookies, we will have to rethink the way we make ads, making contextual marketing begin to recover more relevance than ever. Contextual (or, hyper-personalized content) marketing invites business operators to think about the context of their consumers and offer them services related to that context that may interest them. Thus, instead of stalking users to know what to offer them, they will position themselves in places (context) that they believe are relevant.
And speaking of hyper-personalized content and context marketing, there’s a trend that’s been transforming over the past two years: influencer marketing. TikTok is one of the five digital marketing trends for 2022 for its use of artificial intelligence (AI), video and personal and hyper-specialized content. Undoubtedly, TikTok’s algorithm to show you videos according to your tastes is one of the main attractions of the platform. Start considering this social network because it will be part of the digital marketing trends by 2022.
By 2022 influencer marketing is expected to reach a value of $15 billion, making brands continue to invest in influencers to place their products. Even so, we cannot lose sight of the fact that thanks to the implementation of AI, influencer marketing and its effectiveness will begin to be measured differently. We now know that having millions of followers does not equate to having a good level of engagement with your audience. Therefore, more and more companies will begin to bet on micro influencers.
One of the things that the experience of the pandemic left us was the need to rethink our priorities and the social responsibility that people with a great reach have. From sharing false information to participating in racist, misogynistic, homophobic or insensitive campaigns, in recent years, more and more influencers and brands have been questioned for their little or no social responsibility.
“In Content Marketing and Brand Reputation,” explains Zuñiga, “we mention that being faced with two similar purchase options, 87% of consumers choose the company that has the best brand reputation.” In addition, if what you are looking for is to make your inbound marketing strategy evolve, loyalty is the next step that you should not ignore.
More and more platforms are trying to take over the distribution of videos on them. For example, with the rise of TikTok, Instagram has begun to give more priority to Reels, increasing their duration and certain features (such as song search that resembles the TikTok interface). For its part, TikTok, which started with videos of a duration of 15s to 60s, now allows videos of three minutes and it is believed that they are testing the possibility of reaching a maximum of five minutes. This makes it clear that videos aren’t going anywhere in 2022.
With the new year rapidly approaching, now is the time to start planning. The consumer environment is constantly changing and companies have to be ready to respond quickly if they want to keep – or gain – an edge.