With 2021 nearly behind us, it’s a good time to look back on the year. In 2021, we saw the rise of TikTok as a marketing tool, the power of the social media influencer, and even further implementation of artificial intelligence. Can we expect the same trends to continue in 2022?
Digital Marketing Trends From 2021
With most businesses still reeling from 2020, the previous year was spent figuring out the “new” customer. As digital marketplaces grew in both stature and popularity, businesses that didn’t shift their models online were left in the dust. More importantly, consumers craved a multi-channel marketing approach. Businesses who utilized a multi-channel marketing strategy retained over 89% of their customers-compared to 33% for businesses with single-channel marketing.
Businesses also saw the importance of a constant customer service presence-most commonly presented in the form of artificial intelligence or chatbots. Instead of staffing full-time customer service representatives, businesses can program code to interact with customers. These AI chatbots can troubleshoot, answer FAQs, and even connect customers to real people when needed. Expect that trend to not only continue, but develop further with the advances in technology. Eventually, we can expect many customer-facing communications roles to be staffed by artificial intelligence.
While influencer marketing certainly didn’t debut in 2021, more businesses adopted the strategy. Importantly, 89% of businesses say the ROI from influencer marketing is better than that of any other marketing channel! Look for that trend to continue in 2022 and beyond-especially since most businesses plan to increase their influencer marketing budgets!
Trends to Watch For in 2022
Companies have success in digital marketing by understanding their customers. Nothing helps understand customers better than data analysis and analytics. As businesses develop more intricate and accurate ways to collect data, they’ll have more insightful information on how to appeal to customers. Plus, data analysis is the top desired skill for new marketing hires across the board. Watch for data-driven marketing to dominate in 2022.
In addition to brands leveraging data to create a more engaging customer experience, watch for a rise in nostalgia marketing. It seems like every year there is a revamp of something from a previous decade, and 2022 looks to be no exception. It matters because customers actually spend more money on things that make them feel nostalgic. Add that up with a yearning for how things were pre-COVID, and customers will be lining up to pay hand-over-fist for that special feeling.
If you’re not utilizing a customer relationship management (CRM) system, 2022 would be a good time to start. Inbound marketing is here to stay, and a CRM system is instrumental to a successful inbound marketing strategy. A CRM system allows the integration of social media content, engagement, and data into one easy-to-use platform. Businesses can schedule posts, interact with customers, and collect rich information on their customers, including buying habits, interests, hobbies, and even brand perception.
The Death of Cookies
In case you haven’t heard, Google plans to eliminate third-party cookies from Chrome by 2023. That will dramatically change how marketers collect their data and should improve the customer experience across the board. The long and short of it is that user privacy is the crux of the internet experience. Businesses that impede on their users’ privacy are shooting themselves in the foot. Look for this change to affect how marketers reach their target audience.
The lack of cookies also means it will be nigh impossible for marketers to track key data like website visits. That means businesses will have to take new steps to keep tabs on customer interaction and engagement. That may mean a rise in hyper-targeted content, pop-ups, and other creative ways to reach customers.
Start Planning For 2022!
Before we know it, New Year’s will have passed and we’ll be ready for the dark, cold, cruel months of winter. By capitalizing on the latest digital marketing trends, you can set your business up for success all year long! To keep your business in shape for success in 2022, know the importance of data-driven marketing, invest in a CRM system, and above all else, know your customers!