Digital Strategy Lifetime Value (LTV)

The digital marketing industry evolves rapidly. So let’s take a look at what we might be able to expect from 2022 and what shape digital marketing may take over the next 12 months.

In the light of current market trends, here are some predictions for how digital marketing will look this year.

User Experience reigns supreme

More and more of the digital space is now dictated to by algorithms, which decide which content to promote or to make less visible. From social media news feeds and ads to search engines and even email, these algorithms are designed to improve user experience. If marketers want their content to be visible, they need to focus on user experience – giving users what they are looking for.

Google has emphasised the value of content in securing website ranking, and so many companies are planning to invest in their content marketing budget for the coming year.

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source: Marketing Insider Group

Privacy will be key to trust

The trend towards greater data protection is well on course, and in 2022 marketers will need to find new ways to reassure their customers that they value their privacy.

Whether this means working towards alternatives to cookies in order to target advertisements, or being selective and respectful towards how customer data is used, this will be an important way for brands to gain and maintain trust from their customers.

Consumers demand sustainability

The environment is increasingly on everyone’s agenda, and today’s shoppers want to do their part to protect their planet by shopping sustainably. Big brands and small alike are finding innovative ways to improve their sustainability and reduce their carbon footprint.

Adidas is now making their Stan Smith Shoes from recycled polyester , whilst H&M are reducing single plastic use by introducing recyclable and reusable packaging. Dove is reducing packaging by offering refillable deodorant in a stainless steel case.

Video will dominate the screen

In 2022, 82% of global internet traffic is will be driven by online video. The immersive, attention-grabbing nature of video makes it an effective tool for marketers. Whether for driving traffic through ads on social platforms, or improving conversion rates through product demonstrations, the potential for video is vast.

As website processing improves to allow for more video integration without a significant impact on loading speed, this opens up greater opportunities for marketers.

Voice queries will shape search

As users become less self-conscious about talking to their technology, the popularity of voice search has exploded. But with voice search comes the necessity for marketers to rethink their SEO keyword strategy.

Voice search relies on longer search terms, and is not so reduced to keywords, and a SERP is by necessity a very different format. It would be a mistake to overlook the importance of voice search this year, and so questions such as “how will my brand name or products be pronounced?” are worth consideration.

LinkedIn is the place to be for B2B

LinkedIn continues to grow in influence and reach in the B2B marketing space. In response to its growing number of active users, the platform is updating its features to improve the opportunities it can offer to businesses. New updates include sales tools and algorithms to increase connections and improve user experience.

Increase in shoppable content

As the trend towards online sales has accelerated so rapidly, ecommerce has permeated all areas of digital content. Consumers can now buy directly from social posts such as Instagram stories, as well as from YouTube videos. Making shopping experiences more interactive merges the line between entertainment and purchase, making conversions smoother and easier.

Meta is not going anywhere

In Q4 of 2021, the Facebook parent company officially rebranded as Meta. And, contrary to rumour, this is a company that is looking as strong as ever going into 2022. Social media may appear to be dominant already, but it’s influence is set to grow for marketers as the journey from social post to sale is shortened.

Augmented reality will become the norm

Last year we predicted the rise in augmented reality and this has played out in 2021, with brands incorporating it into their user experience. And the trend continues to accelerate. Indeed, Meta’s choice of name reflects the direction of travel that the company predicts for the digital space, since the term “Metaverse” refers to all virtual and augmented experience.

Influencer marketing on an upward trend.

Influencer marketing is expected to be worth $13.8 billion in 2021, following sustained growth over the last 5 years. Influencers are a meaningful way to increase brand exposure and communicate your brand story.

The success of TikTok has led to a preference for short form video among influencers, as opposed to the long form videos associated with YouTube.

Subscription is the way forward

Winning new customers is the hardest part of marketing. So once you have a customer’s attention, what easier way to keep it than offering a seamless subscription process, to make it even easier to buy from you.

Users are used to subscribing to platforms like Netflix or Spotify to access entertainment on demand, or brands like HelloFresh to order recipe boxes. Now subscription models are being rolled out across more ecommerce stores, from pet food to beauty products to coffee. An effective way to increase your Customer Lifetime Value.

Planning your marketing campaigns for 2022

There is no doubt that the biggest trend in digital marketing is the move towards consumers’ increased reliance on the digital space to meet their needs. 2022 brings increased opportunities for digital marketers to reach their customers, but along with it comes increased competition as well.

From entertainment or socialising, to purchasing or making informed decisions, consumers are accustomed to going online to find the solution. Increased mobile and app usage is making it easier for brands to connect with their customers online. The challenge will be to stay ahead of the competition in 2022 by finding new and innovative ways to do this.