Top 5 Digital Marketing Trends for 2022 (So Far)

2022 has been a more tumultuous year than most digital marketing trends. The combination of the COVID-19 pandemic, the continued rollout of 5G, rapidly changing data regulations, and the threat of recession are drastically changing the digital landscape and creating new challenges for marketers.

What have marketers done so far in 2022 and how can your business emulate their strategy? Below are the top 5 digital marketing trends to watch for the rest of this year.

1. Improve data independence

The first trend is the most important and the least apparent. Marketers must continue to take control of their data collection, as Google will phase out third-party cookies in early 2023. Without these cookies, marketers will lose access to a lot of valuable data. Also, targeted ads will disappear (at least in their current form).

Marketers who are unprepared for the data tap to turn off will see their departments go into crisis mode. We’ve already seen what happened to Facebook when Apple changed its privacy policy for iPhone users (spoiler: Facebook’s stock suffered biggest one day drop in market history).

Companies are preparing for this massive change by integrating data collection structures into their campaigns. Emails, CRM tools, surveys and social media interactions are ways to directly collect data and start the journey to data independence.

2. Purchasable Live Stream

Video marketing dominance isn’t a new trend in digital marketing, but 5G is changing the landscape of video accessibility. Live streams will now be buffered instantly and in HD, giving more viewers access to live content and allowing marketers to react to their customers’ needs in real time.

This is ideal for marketers, given that viewers spend 3x more time watching live content than pre-recorded content.

Sephora’s purchasable livestreams are a great example of how brands can connect with customers on a personal level while delivering practical value. When this happens, products hardly need to be launched.

Direct selling starts with a solid plan. Develop your tone and incorporate your brand identity creatively and invest in resources to make your videos dynamic and eye-catching, such as green screen backgrounds and free sound effects.

3. Mobile VR/AR experiences in 5G

Virtual Reality (VR) and Augmented Reality (AR) have been around for a while, but they’ve gotten the most attention in the gaming industry (does anyone still play Pokémon GO?). With the advent of 5G, everything changes.

Now, a large number of mobile users will have the necessary bandwidth for seamless VR/AR experiences.

With online shopping at record levels, augmented reality is being used for virtual clothing fittings, product demonstrations and furniture try-ons. popular clothing market Etsy already has AR functionality on its appand big brands like Adidas and Tommy Hilfiger follow the movement.

Virtual reality is also changing the nature of consumer interactions. Brands can transport their customers to immersive spaces (like the court of an NBA game) or put their products in the hands of potential buyers. Lowe’s has opted for the latter with its “How To” virtual feature.which teaches users how to complete home improvement projects in virtual reality.

4. Visual storytelling

The standard blog post or landing page will no longer suffice. Customers prefer videos, images and text to be used to create immersive experiences.

It’s not just due to a low collective attention span, it’s part of our brain’s learning mechanisms. Most people are visual learners and therefore visuals are easier to remember and use. In fact, visual content engagement is 180% bigger than the text alone.

Brands can leverage 5G to turn articles or an entire website into a story vehicle. Adding background video to homepages, video product descriptions to product pages, and animations to blog posts are a few ways to boost visual appeal. You also don’t need a production team to create these experiences. A freelance graphic designer and a few image bank can add a lot of depth to your content.

See the Gucci website for examples– it makes for one of the best visual storytelling around.

5. Value-Based Marketing

Social media has turned brands into people, in a way. It gave them voices and personalities that consumers can interact with (take Wendy’s Famous Twitter Strategy for example). As a result, consumers expect brands to have values ​​like real people.

Thus, brands must offer more than just a solution to a problem. They need to be “good people” for consumers to feel comfortable opening their wallets.

Sustainability and diversity top the lists of important consumer values, and consumers are more than willing give up marks that do not reflect these values.

Brands can’t just post inclusive advertising or donate to convince consumers. Their core values ​​should permeate all facets of a business, from marketing to customer support to office culture.

The recent corporate exodus from Russia due to the invasion of Ukraine is an example of how far brands will go to demonstrate their core values ​​in 2022.

Redefine your digital marketing strategy

2022 is a year of transition for digital marketers. The world is moving from pandemic to 5G and away from third-party cookies. As a result, many of this year’s major digital trends are preparatory, such as building data collection structures and preparing new campaigns incorporating 5G technology.

New territory ahead means more risk for marketers. While we don’t yet know what will work and what won’t, we do know that successful brands will embrace this transition period and be better prepared for the challenges of 2023 and beyond.

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