The end of the year is a great time to look ahead at the digital marketing trends, looking to see how we can evolve our skills and knowledge, and plan our marketing activities.
Here are 7 trends that you may want to think about.
The Death of the Cookie
Google announced earlier this year that it would end cookie tracking in early 2022.
For your business, this means there will be changes needed. Tracking users across the web is essential to many advertisers and businesses. However, user privacy concerns have become increasingly important to more and more internet users. There is already an option for consumers to opt-out of third-party cookies and tracking, but digital advertisers are looking for ways to change their tactics.
To do so, you can start by implementing zero-party data collection to gather information about the consumers and provide relevant advertising to create sales online. Zero-party data is data that is given directly by the customer to a brand. This can be done via surveys, interaction online, or gamification.
A good idea is to boost your CRM tools as such data will become very important once cookie tracking is no longer in place.
If you’re a business that can offer events, workshops, webinars, or product launches, we believe online events are the way forward – especially in the current world’s circumstances (and not just because we’ve been doing it ourselves for the past 18 months!). If you haven’t started online events yet, this is certainly something to think about.
They are also great opportunities to directly gather data on the audience attending the event. This data can then be used to build customer profiles and sell directly to them. It will eliminate the need to rely on third-party information and will help build a stronger relationship with the audience.
Now that Facebook has officially changed its name to Meta, what does this mean in the wider world? Facebook is focused on a future in virtual and augmented experiences. It’s not hard to assume that this is the future of the web, considering Facebook’s influence.
From 2022 onwards, it’s a good shout to look for more opportunities for businesses in the virtual world.
This has been prevalent in everyone’s minds over the last decade or more, but perhaps more now than before the pandemic. People expect brands to lead the way in making their products and services more sustainable.
Brands can begin to incorporate sustainable benefits into choices people are already making, from using recycled materials in their products to even meeting people virtually rather than in person, saving on the individual’s carbon footprint.
Talking about the sustainable changes is also important. Sharing how you are solving everyday sustainability problems helps form a brand image customers can relate and feel loyal to.
So, update your messaging and policies to show what actions you are taking.
Use More Video
Ok, it’s probably a tip that has been talked about for quite a few years, but what with the recent rise of TikTok, and Instagram now a video platform as well as a photography platform, it’s certainly a type of content we need to see more of.
It’s a good shout to start off with short videos to post on social media. Between 10-60 seconds of new products, tips, announcements of events, and even ‘meet the team’ videos are a great way to begin. Some brands are also creating longer-form original content to build brand affinity. Investing money in live-streaming or explainer videos can help build a loyal following and educate your audience about your brand and services.
And don’t just use video on social! Including videos in your email can increase clickthrough rates by up to 300%.
This has been a thing for the past several years, but if you haven’t started creating shoppable posts on Instagram – and other social sites like Pinterest (another example), we think you should.
Customers can click on a photo that features your products. They can then learn what the product is, as well as the price for it. Then, they click on the post to shop while they’re still on the app.
Shoppable options are also broadening into other avenues, for example – customers can buy products directly when tuning into favourite shows, as well as while watching YouTube content from connected TVs.
Shoppable posts can streamline the shopper’s experience, offering them a convenient way to shop and boosting your sales.
Build a Strong Brand Image
To create a strong brand image, you need to choose the right words the right way of communicating. The image is important but remember – the world is filled with images. You want to get your brand image and content right, as well as raise your brand awareness.
Generating word of mouth by providing quality service to your customers through quick communication is a great start, but digital marketing is likely to become more expensive. The price of Google Ads has been increasing every year because Google uses bidding as a way of charging. The competition to advertise online has also been increasing.
It’s a good shout to start looking at organically raising your brand awareness. Create a strategy that provides long-term value to your audience. Create video tutorials, weekly podcasts, or web content that educates and gives value instead of shouts ‘buy now’.
Want to know more about digital marketing trends for 2022? We’re holding an online event for businesses in Exeter where our trainer, Silvia, will discuss the trends and how you can incorporate them into your business.