As you might expect, 2022 is set to bring some remarkable new developments to the digital marketing landscape, and the rise of digital marketing is unstoppable. These are new trends that, if you’re looking for an effective marketing strategy, you’ll have to take them into account. Let’s take a look at them.
No more third-party cookies
In response to growing concerns among internet users about the protection of their personal data, Google announced last year that it would ban the use of third-party cookies from 2022. This means that advertisers will have to use new alternatives to access their audiences, such as proprietary databases to collect “first party data”.
It is wise to hurry to catch up on this point, anticipating when strategies can no longer rely on information collected by third parties to protect privacy.
Expansion of virtual and augmented reality
The offer on the digital stage is becoming wider and wider, and users are becoming more and more demanding, looking for added value in their experience. Virtual and augmented reality is a way to offer more powerful personalised experiences, something that brands want to take advantage of, to engage with the emotions of the consumer in the buying process.
Virtual and augmented reality makes it possible for the user, without leaving home, to visit the interior of a shop or company, receive a guide to the creation of a product or even create interactive 3D models.
Zero positioning
So-called zero positioning refers to when a highlighted snippet appears with an answer when a query is made on Google, and without having to click on a link. This is information that can appear in many places on the search page, but the most sought-after position is in the form of a box at the top.
Google’s systems determine whether a page is likely to be useful by flagging the highlighted snippet. As a highlighted page is more likely to be visited by the user, appearing in this position attracts increased interest.
Voice search
Another trend that is clearly on the rise. According to the Digital 2021 report, 23.9% of global internet users between the ages of 16 and 64 use voice assistants.
Another study by Juniper Research, Player Strategies, Monetisation & Market Size 2020-2024, estimates that by 2025 the number of voice-assisted devices in the world will be around 13.5 billion. This suggests that one of the strategies that will need to be further developed in the coming years is voice marketing.
Selling products or services: Social Commerce
Making purchases from applications such as Facebook, Instagram or Twitter is an eCommerce novelty that has been very well received. It is a leap forward for social networks, which go beyond being a communication channel to become a promising sales tool.
Special mention should be made of live stream shopping, or sales sessions organised through live broadcasts. In these, the public can buy products or a brand’s products while interacting via chat. Sectors such as fashion, beauty, food, electronics or decoration can benefit greatly from the use of this strategy.
Investment in artificial intelligence and automation
Thanks to these technologies, many companies will boost their growth while saving costs. Artificial intelligence is very useful for automating functions such as keyword recommendations, querying a brand’s website traffic for research, or predicting consumers’ future purchases by analysing past purchase history.
Contacting influencers
Influencer marketing is another consolidated strategy that is on the rise. The Study of Advertising Investment in Spain 2021 by InfoAdex reveals that in 2020, 75.6 million euros were invested in marketing campaigns with influencers, which is 22.3% more than the previous year.
Both large and micro influencers are true opinion leaders with a lot of power to reach and impact users.
It should be noted that micro influencers (1,000 to 100,000 followers) and nano influencers (less than 1,000 followers), although they have smaller audiences, have a more active and committed attitude and are growing.
And you, have you already thought about the new marketing trend you will apply in 2022? If you are still not sure, or if you prefer to play it safe and find the one that best suits your business, just ask us.