Digital marketing is changing faster than ever. In order to stay ahead of the curve and know how to do digital marketing in 2022, we need to look at what’s happening today and be aware of what’s coming next.
One major shift we’ve seen is the shift from paid ads to organic influencer marketing. This shift has been driven by brands who want more control over their brand messaging and don’t want to pay for ads that can’t guarantee their success. Brands now prefer to work with influencers, as they offer a high return on investment and allow for more creative freedom with brand messaging. Today, we’re going to be looking at five trends that will change the way we do digital marketing in 2022: Paid Ads vs Organic Influencers, Personalization and Customization, Augmented Reality and Virtual Reality, Live Streaming and Video Marketing, and AI Assistants.
Paid Ads vs Organic Influencers
Paid ads, like Facebook Ads, are popular because they can guarantee ROI. But as we’ve seen in recent years, brands are moving away from paid ads and choosing instead to work with influencers.
There are many reasons brands turn to organic influencers. Brands want more control over their brand messaging and don’t want to pay for ads that can’t guarantee their success. Influencers offer a high return on investment and allow for more creative freedom with brand messaging. But it’s not just about ROI; organic influencers also allow brands to move away from the cookie-cutter marketing practices of the past decade, which relied heavily on repetitive advertising strategies (think: banner ads).
Another reason brands choose to work with influencers is because they have a personal connection with the audiences they reach. Organic influencer marketing relies on word-of-mouth advertisements—not just branded content or product placement—and allows brands to form authentic connections with their target audience by partnering with someone who has an authentic connection with them already.
Organic influencer marketing isn’t new but it’s quickly becoming the preferred method of digital marketing among consumers and businesses alike. The shift will continue as more people choose native advertising over traditional brand advertising
Personalization and Customization
The future of digital marketing is personalized and customized content to make your customer feel like their experience is tailored.
In the past, this kind of personalization was costly and time-consuming. But today, platforms like Facebook allow all businesses to take advantage of this change in digital marketing trends. For example, Facebook now offers business pages that have a ‘create a page’ button that will allow you to create a page without any coding knowledge. You can then customize the look and feel of your page by choosing from a variety of templates or uploading a background image.
Brands are now focused on delivering experiences for each individual customer so they can build relationships with each customer as well as gain more sales from them over time.
Digital marketing in 2022 will depend on these relationships as customers want an experience tailor made to their individual interests instead of generic ads all over the internet. In this age where we’re looking for authenticity, we’re going to see brands focus on delivering personalized and customized content to make their customers feel like their experience is tailored.
Augmented Reality and Virtual Reality
Augmented Reality (AR) and Virtual Reality (VR) are quickly becoming major players in digital marketing. More than 8 in 10 marketers say AR and VR will be crucial to their marketing mix, with many citing it as the most important emerging tech for digital marketers.
The technology is still new to the consumer market, but that hasn’t stopped businesses from adapting it to suit their needs. Brands can use AR or VR campaigns to create experiences for their audience that they couldn’t get through traditional means.
One of the most popular uses for AR and VR technology is product visualization. With this technique, brands are able to show customers how products look on them before they purchase them. So, if you’re looking for a new dress, you could see your potential look using different colors or patterns before deciding on what to buy!
There are many ways that brands are using AR and VR technology today, so keep an eye out for more innovative uses as time goes on!
Live Streaming and Video Marketing
Live streaming is quickly becoming a major component of digital marketing. Facebook, YouTube, and other social media channels are all providing the opportunity to stream live video.
Some businesses use live streaming to leverage their existing social media followers, while others use it as a way to reach untapped audiences. The ability for brands to connect with their customers in real time is an invaluable tool that can’t be neglected in any digital marketing strategy.
Live video has become so popular that Facebook saw its daily active users increase by 23% just two years after launching its live-streaming feature. Brands are using it to demonstrate how products work, show behind-the-scenes footage of production, and share customer testimonials.
Additionally, people are more invested in what they’re seeing when it’s live—live video captures a viewer’s attention at a much higher rate than prerecorded videos or static images.
AI assistants are programs that act as digital assistants to help with tasks, like scheduling appointments or reminders. They are becoming more and more popular, especially on social media platforms like Facebook Messenger.
It’s predicted AI assistants will be on every device by 2022. This means you’ll be able to use your AI assistant to control your lights, play music on your TV, order food for delivery, book flights and hotels, find out the weather and news headlines in different cities, and much more.
As we develop new AI assistants and they become more mainstream in our everyday lives, we’ll see how this affects digital marketing. It’s likely we’ll see companies using AI assistants in their marketing campaigns in ways we haven’t seen before.
Digital marketing in 2022 will continue evolving. The best brands will be those that can adapt to these changes and find ways to capitalize on them. The biggest challenge in the future will be the need for brands to take a holistic view of their customers and understand what they want and when they want it.
The next few years holds a lot of opportunities for digital marketers, but also a lot of uncertainty. But one thing is certain: the best brands will be those that can adapt to change and find a way to capitalize on it.