In 2020, the field of digital marketing has undergone revolutionary changes, when a huge number have moved to a remote format. Managers of many companies have been forced to use new technologies to provide jobs and comfortable conditions for employees. At the same time, today the growing popularity of this field does not stop, but progresses at an unprecedented rate.
If traditional marketing is one-sided and does not involve feedback, then modern digital marketing adapts to the users and communicates with them on platforms that are convenient for them and is not limited to one – it uses conversational marketing.
Users like this interactivity: 82% want to receive an immediate response from the company on marketing and sales issues, and 90% expect a quick response from the support service. Omnichannel is the ability to respond quickly, collect detailed data about users and personalize communication.
Chatbots remain a popular conversational marketing tool. Robots respond instantly 24/7, and artificial intelligence makes them smarter.
The chatbot market is growing exponentially, with a projected value of $102 billion by 2026, up from $17 billion in 2020. A user-friendly interface, loading speed and the ability to communicate with the company through a mobile application will remain important for conversational marketing.
Internet trends 2022 include “smart” search, when search engines offer the user the content that is most suitable for his request. On the one hand, robots recognize the true intent of the search: they understand queries with errors and strange sentences. On the other hand, the content of sites is evaluated differently. Above in the output line, that page will appear, where they more accurately answer the question.
Example. If the user wants to know what to do when the router stops working, give clear instructions, and do not start with a description of the types of routers and their features.
It will not work to deceive the system with the right keywords for an irrelevant text query – robots are getting better and better at determining the quality of content by context and user reaction. It is important in 2022 to write for people, not machines.
The video format has been part of digital trends for years: 60% of businesses already use video in marketing, and 66% of people say they would rather watch a short video about a product or service instead of reading an article.
Youtube remains a popular platform: from 2012 to 2020, the audience of the service has grown from 800 million users to 2.3 billion.
However, in 2022, digital marketing will capture short video formats up to 1-3 minutes. The short video app TikTok remains number one in the world in terms of downloads, now over a billion.
Augmented Reality (AR)
The value of the augmented reality market is $3.5 billion, which plans to grow to $18 million by 2023. Modern marketing development trends are hard to imagine without AR. The combination of the real and virtual worlds is used by marketers to showcase brand products. Shoppers are positive about the trend: 61% prefer to buy in stores with augmented reality features.
One of the simplest and cheapest yet quite effective digital marketing methods, UGC (User Generated Content), is a great way to build brand reputation. How does it work? Users themselves place information about the brand without any contracts. They do it because they really like the product.
Posting user-generated content is a digital marketing trend not only today, but for several years to come. But how to stimulate such publications?
- make as many reposts of your consumers’ content as possible;
- offer shares;
- make donations to charitable causes;
- run the challenges.
Anything that’s trending online right now is your chance to get user-generated content.
Live streaming will continue to evolve in 2022. The market is growing: according to forecasts, by 2028 it will reach $223 million. A live format is more trusting than a recording or just a commercial – the user communicates with the brand directly.
Live broadcast is not necessarily a broadcast from the event, a series of questions and answers, but also full product reviews.
The boom in live streaming for sales shows China – the trendsetter in retail for the whole world. The total number of live e-commerce buyers in China will reach 320 million, of which 60% (194.2 million) buy via social media live streaming at least once a year.
Geofencing is a technology for tracking users who enter a certain territory. The location-based service (LBS) enables a brand to use the location detail sms geofencing subscriber. There they instantly receive notifications: push, SMS and others.
The purpose of geofencing is to capture the client here and now. Studies show the effectiveness of this method: 53% of buyers made a purchase after a message in a geofencing area.
Example. You pass by a clothing store and receive an SMS about the sale of outerwear in this store.
You can determine the position of the user through the device ID via GPS, Wi-Fi or via cellular data. You need to work with the user even after he has left the geofencing area: show ads, send individual offers.
The geofencing market is projected to reach over $2 million by 2025. As of 2021, 54% of users in the world access the network from mobile devices, and this figure is growing year by year.
Influencer advertising continues to grow and bring new customers to brands. 51% of marketers say they attract better customers through opinion leaders than through other channels.
Consumers are increasingly trusting influencers over advertising. Statistically, 49% will buy after being recommended by an opinion leader, and 40% say they bought a product after seeing it on Twitter, YouTube, or Instagram.
The prospects for influencer marketing are huge. According to eMarketer, in 2020, 50 million people identify themselves as “creators”. Experts say that in the next five years, a billion people will call themselves that. That is, “everyone will become bloggers” is not such a joke.
Digital marketing trends in 2022 are driven by technology. Augmented reality will simplify the choice of a product and speed up the decision to purchase, while geofencing will “catch the client on the live bait” by the location of the mobile device.
Artificial intelligence will create content for a person, communicate with users in chat bots and personalize ads. Not far behind are search engines that improve customer experience and give results based on the relevance of the query, and not on the match of the query to the keywords.
The top content formats will be short videos that support popular applications and platforms: Tik Tok, Instagram and others.
At the same time, technology will not replace interactive communication. Live broadcasts will continue to develop, and the advertising market through influencers will grow.