Disruption is the word that best describes the business world over the last 2 years since events such as the global pandemic. The economic recession, innovative company models, new digital applications, and regulatory changes have all contributed to this. And the year 2022 will be no different.
Marketers will continue to encounter changes and innovations in the coming year, all of which will include some level of uncertainty, as is typically the case when trying out new ideas and solutions. We’ve collected a list of rising trends that are impacting the future of marketing to help you start the new year with educated resolutions. Let’s have a look at a couple of them now!
#1 Hybrid Events for Networking Opportunities
Marketers are looking to create events that combine the best of the real and virtual sides of networking to keep consumers, suppliers, and prospects safe and interested. Although people are becoming more comfortable with physical meetings. Some people are relishing the greater convenience of being able to watch global events and summits from the comfort of their own homes.
In this case, a hybrid approach that incorporates the best of both worlds appears to be the ideal option. Digital components such as AR and VR technologies are ideal for giving immersive experiences to online participants.
#2 Influencer Marketing with Artificial Intelligence (AI)
AI is already being used for marketing automation in industries including retail, finance, and healthcare. However, new AI applications are always being developed, and influencer marketing is no exception.
Influencer marketing is expected to reach $15 billion by 2022. Even though it has evolved, influencer marketing continues to play an important part in keeping audiences entertained and engaged while also driving interest in various businesses and products.
#3 Choices to Third-party Cookies
A rising number of privacy-conscious browsers, such as Firefox, Safari, and Google, are blocking third-party cookies. Chrome will no longer use third-party cookies by the end of 2023, according to the company. This is bad news for marketers who rely heavily on cookie caching since they risk losing $10 billion in revenue if they don’t find a way to follow and target customer data.
Although technologies such as Google’s Privacy Sandbox or FLoC may aid in consumer targeting without jeopardising customer confidence, a more robust strategy that mainly relies on first-party data is advised. As a result, marketers should look towards CRM tools, surveys, and interactive content to give customers more control over the data they provide while also ensuring that it is acquired appropriately and proactively.
#4 Drag Traffic with Less Content and More Quality
More isn’t always better, especially when it comes to content. Subpar content pieces typically do more harm than good to your brand. A content marketing strategy should include not only SEO but also digital PR. As this will help to create outstanding material that enhances visibility, credibility, and authority. This entails dedicating extra time and attention to the purpose behind each piece of content, consider what other media might credit or mention your work in addition to the topic, keywords, and target audience.
For example, if you want to attract customers and media, your blog postings should be SEO-friendly, educational, and longer. They should be thought-provoking objects that distinguish you from the crowd. By including a twist, such as a quiz or poll, you may ensure that your audience is equally as wowed. Additionally, doing so will help collect much-needed first-party data.
How You Can Change Your Marketing This Year?
There’s no shortage of marketing ideas to excite you in the next year. From reaching customers in a cookie-less world to improving the hybrid experience. We believe the trends indicated in this article make the most sense across the board. Though each company must make further development decisions at a more fundamental level.
For example, high-growth businesses that routinely define critical performance measures for diversity are a big trend. Lower-growth brands that haven’t yet considered this strategy should do so immediately.
Marketing will continue to grow and evolve in 2022, and your brand must be able to keep up.