Digital Marketing Trends 2022: What's big this year?



While the future can’t always be predicted, looking at previous trends over the years we can certainly see the potential in some marketing tools and channels is going to continue to grow in 2022.


In this blog post, we’ve covered five digital marketing trends that we believe are going to play a huge role this year, and in the years to come!


Here’s what we’ve covered so you can jump ahead to the sections that are relevant to you!

  1. AI Software

  2. Email Prioritisation

  3. Video Revolution

  4. Influencer Marketing

  5. The ‘Metaverse’


Digital marketing in 2022

#1 - AI Software


Over the last decade, and the last two years in particular due to the pandemic, AI usage within businesses has soared. With companies aiming to automate more processes, make their workload lighter, and make their digital marketing strategies more efficient and streamlined, AI has become a huge part of these businesses.


Artificial intelligence software on a mobile device.

Take tools like Grammarly, for example. Unlike other word processors like Microsoft Word and Google Docs that simply analyse text for grammatical errors, Grammarly’s AI also helps make recommendations on your content based on the goals you have set for that piece. If you’ve set a ‘friendly’ tone, but it sounds too stiff and professional the software will show you where you can make improvements to make your content fit your end goal.


Other writing tools like Jarvis, can even automate the writing process for you, with their AI creating website, email, social media, and blog post copy for you based on brief descriptions and information that you provide.


Outside of just content creation, AI is used widely across social media platforms to provide data on your audience and increase engagement by using algorithms that tailor posts for maximum visibility. This helps create highly personalised marketing, supported with strong audience insights, leading to higher ROI.


And in SEO, tools like Google Adwords Keyword Planner, for example, use search volume data to predict the number of times relevant keywords are likely to be entered into search engines over a specific period. The prediction is then used as a basis for the amount you should be willing to pay per click on your advert.


AI has become a critical component in the digital marketing world, and we can be sure to see more and more businesses looking to take advantage of AI tools within their business over the coming years.


#2 - Email Prioritisation


According to Litmus’ CMO, Melissa Sargeant, dynamic and interactive email content will play a big role in the marketing world this year.


Email marketing creation and personalisation

According to their ‘State of Email’ report that they released in late 2021, 91% of their survey respondents stated that email marketing was critical to the success of their business, which is up 20% since 2019!


The report also shows that over 40% of survey respondents intend to increase their investment this year.


But this prioritisation of email marketing isn’t just the strategy as a whole. The big focus is on personalisation and email content that stands out from all the rest.


The days of sending a ‘salesy’ plain text email have come and gone, and in 2022, we all need to re-examine our email marketing strategies, and make sure that our content, email automations, and call to actions are as refined and effective as possible!


#3 - Video Revolution


Continuing a running theme in the digital marketing world over the last few years, video content is still on the rise in 2022.


According to What’s New In Publishing, video is expected to become the leading source of online content in 2022, expected to make up over 82.5% of web traffic.


A woman streaming video content on her mobile phone.

More and more platforms are developing new ways of serving up video content that is different from the norm. For example, TikTok has taken the video content world by storm over the last few years with their short-form video content – which is vital in today’s society with consumer attention spans withering when it comes to online video.


The idea that TikTok had has caught on, with the likes of YouTube, Instagram, and even Netflix following in TikTok’s footsteps, with ‘Shorts’, ‘Reels’ and ‘Fast Laughs’.


It just shows how these video content giants are giving businesses the tools to create more content for their audiences, which is exactly what they want; with studies showing that 54% of consumers want more video content from brands that they support.


With consumers craving more video content, and video platforms expanding the ways that users can create and serve content, it’s clear that video is going to continue to grow rapidly in 2022!


#4 - Influencer Marketing


With video content continuing to flourish, one thing that goes hand in hand with video content is a trusted and relevant influencer that help to engage audiences and win their trust.


Whether you’re planning on becoming an influencer in your industry (you may be already!) or bringing in a well-known persona or celebrity, it’s still a great way to convey your brand’s message to your audience more easily.


Influencer marketing across social media

When picking an influencer, you’re likely to come across a few options during your research. One of the most important things to remember, is that the key to getting influencer marketing right isn’t just to approach the person who is the most famous or has the most online followers, but the person that your audience will be more likely to trust and resonate with – if, for your brand, the influencer ticks both boxes, then you’re most likely onto a winner.


If you’re starting off this year, considering whether influencer marketing would work for your business, let these statistics help you make up your mind; 49% of consumers depend on influencer recommendations when making a buying decision, and the influencer marketing industry, that was worth $1.7 billion in 2016, is expected to hit $13.8 billion in 2022!


It’s clear that influencer marketing is continuing to grow rapidly, and we’ll be sure to see some big brands utilising influencers in their online content this year!


#5 - The 'Metaverse'


Since Mark Zuckerberg announced the Facebook group would be becoming ‘Meta’ in October 2021, the ‘Metaverse’ seems to be all everyone is talking about.


During his announcement, Zuckerberg revealed that the company was working on something called the ‘Metaverse’, which he claimed will be the next generation of social media or even the internet.


It’s expected that the ‘Metaverse’ is going to massively change how content is consumed online, and could make the world of social on the internet, a completely different place, with a heavy reliance on Virtual Reality (VR) and Augmented Reality (AR).


Man wearing a virtual reality headset in the metaverse.

Even though the Metaverse is still shrouded in mystery, you can still get a good idea of what the Metaverse will look like by checking out information online. A great post to look at is Digital Trends’ post on the Metaverse from back in November 2022.


Also, if you haven’t already, you can experiment with VR and AR content in the meantime and get a feel for them if you’re interested in taking advantage of this when the Metaverse launches.


Despite most of the eyes being on Meta since their announcement, the Metaverse isn’t just a one-horse race; Microsoft has revealed their plans to create a Metaverse of sorts within Microsoft Teams as early as this year. Even graphics card developer, Nvidia, is planning to develop their own Metaverse, called the ‘Omniverse’. It seems that Nvidia's 'Omniverse' will be focused more on the graphics and gaming side rather than the social side, like Meta and Microsoft.


To Wrap Up...


With the growing technologies and platforms, and the planned creation of some huge changes to the digital world expected in the new few years, we all better keep our eyes peeled for emerging opportunities that could help us grow our brands and engage better with our audiences this year, and beyond!

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