Digital Marketing Trends That’ll Dominate 2022

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2022 is set to be a huge year for digital marketing, and businesses across the globe are getting clued up on the latest trends that will help their efforts reap the greatest rewards. As a constantly evolving industry, the trends within digital marketing are regularly updated – Google’s algorithms, upgraded data tools and innovative technologies always find a way to keep even the savviest marketers on their toes!

If you’re in the marketing sphere or you’re a business hungry for online success, read this article to find out how to make the most of your marketing this year with the top 3 trends.

Bigger and better data 

This year (and probably the next few years) will be all about data – how we collect it, why we need it and how to protect it. Data insights are becoming easier and easier to access, and they are allowing us to find out things about our prospects that we never used to know without conducting hours of research. Using bigger, better data to inform our marketing decisions will be one of the key things that takes user experience to the next level in 2022.

You will have probably seen news floating around recently about updating your privacy policies, and it’s true that without these updates you could face significant risk. The General Data Protection Regulation (GDPR) outlines guidelines that all businesses have to follow regarding collecting and protecting data from customers, so before you start defining your strategy around how you will use your customer data to your advantage, make sure you have solidified your privacy policy. 

Video marketing: On and off social media

The amount of businesses using video marketing has increased by over 40% in the last 6 years. The great thing about video, for the user, is that it requires minimum effort – why read something when you can watch it and get the same value? However, as marketers and content creators are discovering, making video that works is a lot more difficult than it may seem. Instagram Reels, TikToks and Facebook Videos are all becoming increasingly popular for a lot of eCommerce brands to market new products, and YouTube can also work well for a variety of industries. 

Whether you use video marketing through your social media or separately to it, the key is to find where your audience are spending most of their time – in addition, of course, to what kinds of content they want to consume. From there, it’s all about keeping things simple, easy to follow and engaging. As mentioned, people watch videos to quickly consume relevant information, and they will likely spend time watching videos while they are not fully focussed. Therefore, it’s your job as a video marketer to make your content engaging enough to grab their full attention, by appealing to their interests, problems you can solve or deals they want to take advantage of. 

Conversational marketing

One of the main focuses in digital marketing for 2022 is providing an optimum user experience, and this means businesses are doing everything they can to make their marketing funnels and overall customer journeys as engaging and receptive as possible. A conversational approach to marketing is about creating more of a relationship between the customer and your brand, and there are a number of ways businesses can go about this:

  • Delving into your personas: If you don’t already have a persona-based approach to your marketing strategy, perhaps now is a good time to delve into it. Understanding exactly who you’re marketing to is a fundamental starting point for any successful, personalised marketing efforts. By knowing their pain points and what they value in a brand, you can market the specific USPs that they will be interested in and grab their attention sooner. 
  • Using chatbots: Provide 24/7 support with helpful, prompt responses from a well-engineered chatbot. This can not only improve user experience, but also save your business a lot of time dealing with customer queries and requests.
  • Making things easy: A lot of brands use clever conversational marketing tactics to provide additional value to their customers and make their lives easier – for example, automatic, calendar-integrated booking systems, text message confirmations and personalised product recommendation forms. Depending on the brand and the type of service you are offering, there will always be a way (often via social media) that you can personalise your customer experience and bring a human element to your sales process. 

The main takeaway from this snapshot review of 2022’s biggest marketing trends is that brands need to place more of an emphasis on their customers, and the journey they are experiencing from finding out about the brand to eventually purchasing the product or service. Once you are providing the most value to your customers, Google will recognise this and reward your efforts with more visibility, helping you to generate even more of those all-important sales!

About the Author: Larry Kotch is the co-founder of The Brains, an award-winning digital marketing agency in London. Ranked #3 in B2B Marketing’s Global 30 under 30, Larry leads a dedicated, remote team of talented digital marketing professionals.

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