4 Digital Marketing Trends to Keep an Eye on in 2022

Digital marketing is a fast-moving, rapidly iterating industry that requires businesses to keep up in order to win big. And as we move into 2022, we’re already getting a small taste of some of the trends that will define the next couple of years. 

For business leaders and marketers, now’s the time to jump on board and become early adopters of these trends.

The Top Marketing Trends for the New Year

If the last couple of years has shown us anything, it’s that making predictions is a fool’s game. You might think you know what’s going to happen, but then circumstances outside of your control come in and mess everything up. So rather than make predictions about what we think is going to happen in 2022, we’re going to focus on some of the major trends we’re seeing right now and the ways in which they’re likely to continue into the future. 

Here are a few specific ones:

     1. Content Alignment

Chain Reaction, a top digital marketing agency in Dubai, has been one of the loudest voices behind the impending content alignment trend. They, like others, have identified the importance of melding credibility, authority, and visibility. And this is done primarily through proper content alignment. 

Content alignment is all about consistency. You must first identify your target audience and your voice. Next, you plan a strategy that ensures all content is consistent across all mediums and platforms (including social media, email, website, advertising, etc.). The goal is to have such a solid base of authority on topics in your niche that people trust your brand as the authoritative voice. This is called “owning” a topic – and it’s the best way to stand out.

     2. New Age Social

Gen Z isn’t interested in Facebook. Even millennials are turning away from the platform in droves. Instead, it’s the rise of what we’ll call “new age” social platforms that are paving the way for exciting marketing innovation.

TikTok is certainly the leader of this movement. Since launching in 2017, they already have more than 1 billion monthly active users. In fact, if you look at app store downloads, it’s officially more popular than Facebook, Instagram, and many other prominent platforms. 

Beyond TikTok, the audio-only Clubhouse app has garnered quite the following and put marketers on notice that voice is a blue ocean opportunity in our field. And despite being the “elder statesman” of the new age social platforms, Instagram continues to thrive (particularly Instagram Stories).

     3. Death of the Cookie

Google has announced that it will phase out third-party cookies by 2023. This is a pivotal decision for companies that rely on customer data through cookies. However, it doesn’t necessarily mean all cookies are going away. You’ll still be able to gather and use first-party cookies and data. You’ll just have to get more creative with how you use it.

While we’re still a year away from the disappearance of third-party cookies, now is a good time to begin preparing for this shift. Find ways to collect and own your data, rather than relying on third-party sources. This will help you continue to thrive in this new (marketing) world order.

     4. Hybrid Events

Over the past couple of years, we’ve seen an incredible rise in the popularity of virtual events. While this surge was bred out of necessity, it’s actually paved the way for more opportunities and greater flexibility in the future. Because even as we return to physical in-person events, there’s a high degree of comfort associated with virtual events. And when experts look at the horizon, they see a future where hybrid events become the new norm.

Hybrid events – which include both virtual and in-person components – are exciting from a marketing perspective. They allow you to reach people regardless of location, while also maximizing engagement for those who prefer to be face-to-face. This new approach will likely lead to an increased emphasis on other exciting technologies like virtual reality and augmented reality.

Are You Ready?

The more prepared you are for trends like these, the more effective your marketing efforts will be in 2022 and beyond. Don’t feel like you have to latch on to all of these things. Instead, pick one or two emerging trends that you believe are most likely to fit into your existing approach. These are the areas that you should focus on.

 

Rylie Holt