Marketing predictions for 2022
It’s New Year’s Eve, and on the last day of the year, we’re going to discuss marketing predictions and trends for 2022- which begins tomorrow. How time flies!
No one can predict with certainty what the future of marketing will look like, but professionals within the industry and research can offer insights into some of the possibilities.
Technology is continually advancing; so it makes sense that some trends are focused around technology. In contrast to this however, there’s pushback against the increased digitization and automation of interactions between brands and consumers. Today, there’s a desire to make marketing more human again. You could argue that the overarching focus the overarching focus of these trends will be on people, not technology.
2022; YEAR OF CUSTOMER EXPERIENCE
Customers expect a seamless experience- from the first spark of interest to customer service after the sale. People want a customer experience that delivers quality across all channels, and it’s more likely to earn their business.
In addition to personalised marketing messages, brands should find ways to listen and respond to customer questions.
The growth of online content has given consumers more power. They are no longer a passive party when it comes to learning about products. They’re not waiting for you to tell you how great your products are. Instead, they’re going out and doing their own research. To combat this, offer them something more than information.According to data from PricewaterhouseCoopers, 73% of people say that customer experience is an important factor in their buying decisions.
So, what exactly makes a great CX? The research shows that, efficiency, convenience, knowledgeable and friendly service, and easy payment options are what people value most in their customer experience. But aspects more traditionally considered as marketing’s domain are in there too: up-to-date technology, personalisation, an easy mobile experience, brand image, and design all add up to the overall customer experience.
GOING VISUAL IN 2022
Research has shown that people prefer visual content to plain text. If you look at the growth of image-focused platforms Pinterest and Instagram -the proof is there. Google and Pinterest are also investing in visual search technology. Images are already returned for 19% of searches on Google.
MAKING IT PERSONAL IN 2022
Today’s consumers are flooded with marketing messages from multiple channels to the point where they have started to tune them out because of the sheer amount of them.
so what’s the answer and how do brands and campaigns stand out from the masses?
Personalised marketing messages that forge a real connection between the brand and the target market.
We need to go beyond the “Hi [Customer Name]” emails, “Don’t you want to make more money?” popups to find what makes customers invested in the message they’re receiving.
The next step is to give them content that will win their hearts.
A little effort will yield amazing results. According to Epsilon 80% of consumers said that they’d be more likely to do business with a brand that provides a personalised experience.
2022: IT’S ON VIDEO
Research by Cisco found that by 2022, video will account for 82% of all online traffic Today, 84% of consumers have been convinced to purchase a product after watching a video.
The takeaway here is that the future of content marketing trends lies strongly in video. Brands must integrate video content using things like product demos, webinars, and live video to keep their content fresh and aligned with what consumers are looking for.
2022; EMERGENCE OF PUSH NOTIFICATIONS
Two things are driving the emergence of push notifications as a trend in the digital marketing world. First, the email marketing landscape is becoming so saturated that it’s becoming difficult to connect with your audience.
Secondly, people are increasingly using mobile phones for all types of online activity — including brand search and online shopping.
So it makes sense that brands are turning to push notifications as a more effective way to truly capture customer attention. There’s a fine line that brands must be careful not to cross.
Industry research has found that across industries, push notification unsubscribe rates stay under 1% (from Business of Apps), when the number of daily pushes is low. Once it hits a certain threshold (around 10+ pushes) unsubscribes begin to spike.
But, when done correctly, push notifications drive open rates, (From Single Grain) conversions, and overall audience engagement.
2022 & THE RISE OF SOCIAL COMMERECE
Social commerce isn’t new, but it is finally becoming a mainstream form of shopping. Brands are becoming savvier than ever about leveraging influencer marketing, creating ads that fit seamlessly into social media feeds, and integrating their ecommerce platforms with social media channels.
Instagram and Tik Tok have been particularly influential in accelerating the social commerce trend. Instagram Checkout makes it easier than ever for brands to advertise and sell their products directly through the platform. And Shoppable was introduced earlier this year, too on a number of platforms like Youtube.
Tik Tok has tools like Creator Marketplace, where brands can find creators that align with their products and interests, and Tik Tok Shopping, which allows brands to meaningfully engage with customers directly through the app.
Research by Statista shows that social commerce is on the rise for 2022, and not slowing down any time soon.
AI ON THE RISE
AI is one of the major technologies behind voice search and smart assistants. It’s also made chatbots possible, which are now popping up on more websites than ever before.
AI technology and automation are helping to take some of the grunt work out of marketing, so brands can concentrate on strategy and crafting a fantastic customer experience.
But remember, the human aspect of marketing is important, so the idea is to use this technology to enhance your marketing efforts, not replace the real people behind them.
Data, supported by AI and predictive analytics, is also helping brands to learn more about their audience and customers. It’s enabling hyper-personalisation of customer experiences and marketing messages at scale.
2022; ARE WE READY?
It’ll be interesting to see how these trends pan out in the new year, and how brands and campaigns will utilise them as part of their overall marketing strategies.