We’ve witnessed a shift in the digital marketing industry towards tech and innovation in recent years. Most ad networks implemented robust fraud prevention techniques with improved fraud detection parameters. But there’s always room for improvement, which is why tracking and reporting features keep improving.
Technology and data drive insights that business owners can act on, and we expect significant changes in this direction. But what does 2022 hold for the digital marketing space? In this article, we’ll review current trends, latest news and innovations, and how they’ll affect digital advertising in 2022.
The latest online search trends and predictions
More featured snippets
When users have a question, they enter it into Google and click on the article that best answers their question. But sometimes, the answer is in a paragraph at the top of the result page. They often include an image and all the information in one box. This is a featured snippet that Google and other search engines provide to keep users on the results page (and off yours).
It’s frustrating for business owners to see lower traffic because Google has already answered their customers’ questions. But these snippets aren’t always bad. Just make sure you include something in these snippets that will entice readers to visit your website for more information.
You can do this by making your how-to lists longer so searchers must click through to see the full list. Ratings and reviews can also be used to enhance content and provide details about your website’s trustworthiness and authority.
Verified Google local listings
Local businesses can use Google My Business to establish their location. Google My Business listing with a geographically-defined service area helps with “near me” searches. Customers learn more about your company from Google Search results. A potential customer can see your open hours, address, and user ratings at a glance.
Verify and update your Google business listing to ensure the information displayed is accurate and also prevent fraud if someone else acts as the owner and claims your listing as theirs.
Let’s face it, some people use Alexa, Siri, or Cortana more than they type on keyboards. The popularity of voice search on our phones and at home has led to a significant shift in how people search. We phrase our voice searches differently than our keyboard searches. Someone looking for a Chinese restaurant in Boston might search for “Chinese restaurant Boston” but ask Cortana, “where is the closest Chinese restaurant?” We’ve published several articles on voice search SEO.
Instead of typing in a query, users often upload pictures and information about an item. Search results then return similar products and where to buy them. How can you take advantage of image search? Add high-quality images tagged with descriptive keywords, add an image search to your online inventory, and consider advertising on Pinterest if your target market uses it.
The latest social media trends and predictions
Adding interactive features to your website is a great way to engage visitors and learn more about them. FOR EXAMPLE—a calculator on a website. You’re providing value to your visitors while also learning about them through their data input.
Interactive marketing includes:
— Quizzes and tests
Interactive ad formats
Interactive ads are replacing ordinary static banners offering new experiences and engaging users. These ads can gamify the shopping experience, conduct surveys, or help you immerse even video game trailers right on a publishers’ website. Adsterra Social Bar, an advanced combo of In-Page Push and display formats, compels users using TikTok-like or Instagram-like notifications, chat heads, stories, and many other sticky visuals. When users can enjoy a neat OS-friendly widget or tap a vibrating chat icon with a smiling girl, why will they ever look at banners ads afterward?
It’s now common and will be almost mandatory to have a link to your shop in your bio or even advertise a specific product/service in your Instagram stories. Instagram, Pinterest, and Facebook have all introduced shoppable posts, making it easier for retailers to sell via social media. Instagram’s Shoppable Posts let users see, love, and buy products without leaving your post.
On the bright side, you can reach new customers, lower purchase barriers, and shorten the sales funnel. To create shoppable posts, you must first create a business account. It must be linked to your Facebook profile, linked to your product catalog.
1.3 billion people use Facebook Messenger every month, and around 10 billion messages are sent between individuals and businesses. People want the convenience of shopping and service from home, but they also want the speed of face-to-face interaction. Social media messaging apps can provide that quick service.
You should set up more communication channels, including WhatsApp, Facebook Messenger, Telegram, Twitter, to improve customer service and satisfaction. Make messaging and communication convenient and personalized for your customers.
Install their widgets or plugins on your site so shoppers can contact you directly. Enable chat only when someone is available.
If no one answers, leave an away message telling customers when you’ll respond and directing them to another way to contact you.
Almost every app has stories now, even food delivery apps. Social media stories are a great tool for showcasing products, events, and even behind-the-scenes.
Your followers will be hooked if you promise a behind-the-scenes look, a discount code, or a limited edition product through Stories.
You can also add value to your social media by:
- Find user-generated content tagged with your brand and repost it to your Stories.
- Use polls, Q&As, and quizzes to engage viewers with your content.
- Make simple animations and videos of your product in action.
Influencers nowadays include YouTubers, TikTokers, and even successful dog trainers; they don’t have to be very famous or local heroes. You can partner with people who have substantial social media followings on new platforms and observe the results. You might stand to benefit more from a small but dedicated audience over a large but disconnected audience.
Your values must also match the influencer’s to ensure that your message and mission are properly communicated and that you are working towards the same goal.
Social media with NFTs and crypto
Even if you don’t invest in cryptocurrency, the rise of online currencies and non-fungible tokens (NFTs) has been difficult to ignore in 2021.
It doesn’t appear to be a trend that will impact your marketing strategy at face value, but recent developments say otherwise.
With social media platforms like Twitter attempting to integrate cryptocurrency payments and a growing trend for display tools that highlight in-app NFT purchases, now is the time to think about how your company can get on board.
Facebook or Meta is already promoting NFT display options and avatars, and we anticipate that more businesses will follow suit. With NFTs and the metaverse, you should figure out how to transition your company to the new internet, or as most people say internet 3.0.
The latest web development trends and predictions
The decline in desktop usage means more websites are being built with a mobile-first approach. When a website is designed, it is rendered for the smallest screen to provide the best experience for mobile users, optimizing features that make mobile use easier. These features include small navigation menus, touchscreen-friendly button placements, less text- content, and collapsible menus.
So if your website receives more than 75% of its traffic from smartphones and mobile devices, or if your analytics show a steady increase in mobile traffic, mobile-first design is the right choice for you.
Consider the McDonald’s Monopoly game from the pre-digital era: buy a big Mac, collect game pieces, and win prizes. Simple but highly effective marketing strategy. Gamification is still a relevant digital marketing trend. We have examples like the wheel of fortune or completing a puzzle to get a discount. A website scavenger hunt also encourages visitors to scan each page and look for hidden items – to earn a prize (a discount, free download, etc.).
You can include games in your ads to increase brand awareness and user engagement. Gamification also entices users to return to your website.
Artificial intelligence in digital marketing
Artificial intelligence (AI) has led to more intuitive reporting and automating mundane tasks like site traffic monitoring and CRO.
As AI improves, it’ll progress from automated tasks and campaigns to predicting what customers will want next. AI can analyze more data, at a faster rate, than humans. As a result, it can analyze customer behavior and purchase history using large data sets. To help you recommend a specific item or offer, or even personalize an ad.
This type of targeting will result in high conversion rates and give the impression that you understand your customers’ needs without being intrusive or overwhelming them with irrelevant offers.
AR and VR
Brands use VR and AR technology to give tours of facilities, walk users through their creative processes, and show off their products with interactive 3D models. As AR/VR technology becomes more widely available, even small businesses will implement them.
IKEA has almost perfected selling furniture already experimenting with augmented reality. Their customers can see what furniture items like a couch would look like in their space using their app and augmented reality before going to a store.
RankBrain is a component of Google’s core algorithm that uses advanced machine learning to process search queries and determine the most relevant result.
Google wants to help its users find the best information possible, and this is possible with RankBrain.
In addition to high-quality content, RankBrain considers shorter keyword phrases, average time on site, and conversion rates.
Examine your content and consider what keywords you’re focusing on, as well as the type of question or problem it solves. When combined with your analytics, this data can help you take advantage of Google search algorithms and improve your search engine rankings.
From calls to action to landing page copy, your content must target the exact customer you’re trying to reach. Buyer personas can help you create content that speaks directly to each customer segment, increasing engagement and loyalty while increasing your company’s sales and conversions. So, what’s the best way to make personalized content?
Integrate your CRM software, like HubSpot, with your CMS or website to start segmenting your customers and leads. Simply using a customer’s name in an email or their location to send targeted emails (such as weather, national holidays, or sporting events) can help you build a connection.
Almost 90% of US marketers saw measurable results after implementing personalization strategies, with more than half reporting an increase of more than 10%. With the social bar, Adsterra managers can add custom variables to creatives to make your ads more personalized.
As a business owner, you don’t have time to email every new subscriber, track down every abandoned cart, and schedule posts about sales and promotions on social media and via email. Marketing automation tools can help here. These platforms let you create ads and campaigns, set a “trigger” or release date, and then let the software do the rest. In addition, it keeps track of analytics to help you identify flaws and make changes.
People still want to enjoy the online shopping convenience and get personal, accessible customer service. Chatbots use the same AI as voice search and smart assistants to communicate with website visitors. The AI collects additional data to learn more about customers, provide recommendations, answer questions, and create a unique experience.
Chatbots can help small and medium businesses provide better customer service by providing 24-hour service, vital information, and answers to questions. By 2022, chatbots will have saved companies over $8 billion.
As of 2021, videos have become the most popular content type. They increase engagement, and customers love them. With videos, you can promote new and old products, and it has one of the highest conversion rates.
Videos are being embedded into emails to make them more personalized, share information faster, and avoid text drowning. Videos in emails get 8x more clicks than regular emails.
More than text or pictures can convey, product videos give customers a better sense of scale and specifications.
Progressive web apps
Progressive web apps (PWAs) strike an excellent balance between an app’s streamlined experience and a website’s more comprehensive experience. In essence, they’re like websites with the functionality of an app. You can use them offline, get fast load times and receive push notifications. The number of smartphone users will reach 7.5 billion by 2026, and digital marketers can expect PWAs to become more common.
The shopping landscape has shifted. Last year, global e-commerce sales increased by nearly 30%, and new ways to make online content more “shoppable” emerged. People can now place orders directly from social media posts while watching their favorite shows on connected TVs or YouTube content. Storytelling is vital when creating content that people want to buy. Use the ABCD framework to create compelling shoppable creatives:
- Attention: Use an immersive story to entice and keep people interested.
- Branding: Start branding early, often, and in a big way.
- Connection: Help people think and feel something.
- Direction: Ask them to take action.
According to Google’s research, ads with ABCD drivers are more likely to result in a 30% increase in short-term sales.
Consider how you can make your products more shoppable by making them story-driven as you plan your marketing campaigns for 2022. Make sure that your brand claims are accurate. You can be a great storyteller and a great seller while expressing your brand identity and optimizing the effectiveness of your campaign and creatives.
Digital marketing in 2022: Google’s recommendations
Identity is a broad concept
People now expect brands to take a more nuanced approach to inclusion and representation. To be truly inclusive, you must first comprehend the many important identities of people in your market and then include them in your campaigns.
Create campaigns that are both representative and approachable. Also, keep in mind that people change and evolve as they gain new experiences, needs, and interests. Marketing diversity, equity, and inclusion is a never-ending process with no end in sight.
People are taking more precautions to protect their privacy online than ever before, with 73% claiming to use online services that guarantee high data security, such as encrypted emails and privacy-protecting search engines. At the same time, we all understand how vital consumer data is to advertisers. Data helps marketers reach the right customers and exceed their expectations by shaping meaningful and memorable messaging that improves user experiences.
So you must focus on developing a customer-first data protection strategy in 2022. This requires rethinking methods for measuring and reaching audiences so that people feel in charge of the information they share.
Building trust takes time. You can start right now by being transparent about how and when you collect personal information, using it to show customers relevant ads, and giving users control over their data.
According to McKinsey research, 45% of CFOs have rejected or underfunded a marketing proposal because it lacks a clear line to value. Video ads, for example, may not lead to immediate conversions, but if done well, they will most likely cause a customer to consider your product. When users conduct an online search, your brand will come up, and they will be more likely to purchase it.
There isn’t a single tool or strategy that can provide all the answers. You can close the gaps in measuring a marketing channel’s efficiency by identifying a single owner who can ask the right questions and using a layered approach.
Relevance is just as important as reach when it comes to digital marketing. It can be challenging for your brand to stand out in the “messy middle” of a customer’s buying process. To stand out in 2022, brands must be more deliberate in communicating their value and genuine purpose. You must create messages and experiences that are true to your brand while also relevant to people’s needs.
Brands can connect with audiences and drive business results by leaning into their purpose and expressing value authentically and consistently. This will set your brand apart in the crowded online shopping experience.
The vast majority of people say they are more concerned about sustainability now. People also expect brands to lead the way in making sustainability easier to manage in their everyday lives. Most people already have enough to think about when making purchases; they don’t need to add another layer of research into the mix. Brands can make this process simple for consumers by incorporating sustainability benefits into everyday decisions.
Recent technological advancements have stopped many affiliate scams. It’s much more difficult for fraudsters to send fraudulent leads and conversions due to smart fraud prevention algorithms like click-level fraud prevention and other advanced machine learning measures.
These innovations help media buyers grow while saving money on digital marketing. Unfortunately, these “crooks” aren’t going away anytime soon, and they’re likely to develop new schemes. So our fraud prevention technologies will keep providing the industry with more solutions.
It’s only a matter of time before these trends spread to their full extent. We’ll have to wait a while longer to see the first results. However, digital marketing will continue to grow, attracting more advertisers and publishers for mutual profits. If you want to make the most of it in 2022, keep our trends in mind and make sure your strategy is data-driven, your routine workflow is automated, and your campaigns are both creative and data-security compliant.