Digital marketing is always changing and evolving, but 2022 will likely hold some dramatic changes. Businesses and brands must not only plan for the future of digital marketing but be prepared to take advantage of it.
Here are the top digital marketing trends to keep an eye on in 2022 and how you can use them to your advantage.
1. Meta is the Direction of Digital
“Today we are seen as a social media company, but in our DNA we are a company that builds technology to connect people, and the metaverse is the next frontier just like social networking was when we got started,” Meta CEO Mark Zuckerberg
Facebook’s parent company officially changed its name to Meta. The name change is significant because it points to a future in “Meta” experiences online like virtual and augmented experiences. This space is very new and growing so it is important to keep an eye on opportunities.
Accessily Recommendation: Marketers should make sure to be aware of any relevant “Meta” related opportunities, such as virtual guest posts.
2. Non-fungible tokens (NFTs)
“NFT tokens have gained such popularity because they’re easy for users to understand. They understand what they’re buying and what its value is. That’s what’s usually missing when one thinks about whether or not to invest in cryptocurrency. The popularity of NFT tokens shows that people are ready and willing to work with cryptocurrency.”
NFTs are a relatively new form of digital asset that has a big effect on businesses including marketing. With brands like Campbell’s, Charmin, and Coca-Cola issuing NFT collectibles last year it’s a good time for other brands to figure out how they can tap into these digital assets so they aren’t left behind.Basically, Brands have to figure out whether they can utilize blockchain technology in their business model and if so how to best market these unique new assets in an understandable way.
Accessily Recommendation: Make sure you understand NFTs and how they can help your business. Check out our article on Influencer NFTs for more information.
3. Influencer Marketing continues to grow
“People do not buy goods and services. They buy relations, stories, and magic.” Seth Godin
The influencer marketing business has exceeded $13.8 billion last year and is still on the rise. Influencers provide an amazing way to connect to your audience in an organic feeling way and to increase conversion. Influencer marketing is also bigger than B2C, many B2B brands have developed long-term influencers relationships. For example, Adobe, SAP, GE, and PWC all have influencer campaigns.
Accessily Recommendation: Marketers should look for opportunities to partner with influencers in their space. Check out the Accessily Shout Outs for amazing influencer collaboration opportunities in our marketplace.
4. Digital Advertising Data is Reduced
Most digital advertising campaigns rely on data collected from the web and that data is used to optimize ads for are heavily reliant on data to automatically optimize. However, there are many new privacy regulations that affect the available data. For example, the iOS update and the pending removal of cookies have been reducing the data used in artificial intelligence. This will continue to challenge marketers in 2022.
Accessily Recommendation: Conduct internal surveys to develop more data for marketing purposes. In addition, think strategically to focus on what really drives business growth.
5. LinkedIn is on the rise.
LinkedIn continues to be a growing player in the digital space. Every quarter they continue to show large gains in monthly active users and increased engagement on the platform. They are also continuously launching new features that drive better results for businesses and pages.
Here are some impressive LinkedIn Stats:
- LinkedIn now has almost 740 million members with over 55 million registered companies.
- Of those LinkedIn users who are frequently engaging with the platform, 40% access it on a daily basis, clocking up over 1 billion interactions every month. Also, Linkedin is continually increasing the new options for business growth.
- According to the Pew Research Center 2018 Social Media Use study, LinkedIn remains popular with college students. Further research into these LinkedIn statistics revealed that 50% of college graduates in the US are LinkedIn users.
Accessily Recommendation: Explore Linkedin for new options and stay active on the platform.
6. The Increase of Social Commerce
“The potential for social commerce today is “infinite” … Every ecommerce site will have to adapt” Bing Gordon
Last year, retailers ranging from Walmart to Saks experimented with social commerce. This means that they tried selling directly on platforms like TikTok and Instagram. This will continue in 2022 as brands seek to shorten the distance from discovery to sale. This 2022 marketing trend isn’t limited to big brands! For example, A small skincare brand Plant Mother saw a 100% increase in revenue and a 1280% increase in referral traffic after launching an Instagram shop in November 2021.
Accessily Recommendation: Diversify your sales channel by opening stores on social media channels.
7. Simple content
“The internet is now flooded with content. Your customers have a long list of content to choose from and yours needs to stand out to be noticed in the first place.” Hilda Long, Contentdog CEO
While content marketing has long been a cornerstone of digital marketing, 2022 will be the year marketers embrace simplicity and clarity in content. How do brands accomplish this? Brands need to maintain clarity and simplicity. In order for content to have an effective reach it needs to be understandable and readable to the target audience.
Accessily Recommendation: Write clear, concise, and shareable content. To improve reach use guest posting opportunities, you can find options in the Accessily Marketplace.
Recap: 2022 Digital Marketing Trends
To recap, the top digital marketing trends for 2022 are:
- Meta is the Direction of Digital
- Non-fungible tokens (NFTs)
- Influencer Marketing Continues to Grow
- Digital Advertising Data is Reduced
- LinkedIn is on the rise.
- Increase of Social Commerce
- Simplicity of Content
Some of these trends will may be easier for your business to hop onto than others. In some cases, you can note them as general directions to keep an eye on—but remember, the sooner you can take action, the better. Your current year’s strategy should always have future years in mind.
We recommend that you be bold in your marketing decisions and plan with trends in mind! You can utilize influencer marketing, you can explore options on Meta and LinkedIn, and you can boost your SEO with the Accessily Marketplace. These ventures are sure to increase your business success in the long run! If you have marketing ROI in mind you can read more about the best channels here.