7 Digital Marketing Trends You Should Pay Attention To in 2022

11 March, 2021  

Just like the Universe itself, the digital marketing scene is in constant expansion.

Every day, there’s a bigger chance of capturing new clients through the web or social media rather than through brick-and-mortar experiences. So much so that working on a robust digital presence has become an essential part of any marketer’s job.

The problem is that digital marketing, again like the Universe, is continually changing!

New online marketing trends and strategies are constantly springing up, so sometimes it’s hard to know which ones are worth keeping an eye on. Even worse, if you don’t inform properly, you may miss the latest trend and be left behind in the blink of an eye.

Luckily, you can let go of the FOMO with this list of the top digital marketing trends for 2022. We have chosen strategies that are not only in vogue but are also likely to stay relevant for a long time!

Let’s jump right in.

digital marketing trends

1. Video Marketing

You have heard about this digital marketing thing before, haven’t you? After all, everybody is talking about the benefits of including video in their content strategy.

Video content has proven to be the perfect way to connect with audiences, as it is quick, understandable, and, above all, impactful. All these attributes combined make it the ideal medium to convey your value proposition, feature your products or services, or express any kind of message, really!

In fact, video is so versatile you can use it for any stage of the sales funnel. Of course, not all types of videos work equally well in every stage, but combining different styles can result in a powerful full-funnel strategy that drives more conversions.

However, as we always say, not just any corporate video will do the trick. Good videos require a cohesive unit between the script, visual, and sound design. At the same time, all these elements should resonate with your target audience to truly impact them.

Video marketing guide for 2020

2. Conversational Marketing

Conversational marketing can be applied to any one-on-one interaction with your clients, whether by email, phone, or, as most companies prefer, messaging. Whatever the case, it involves a direct and informal conversation.

You may wonder why such a millenary practice as conversing is regarded as one of the top digital marketing trends for 2022, right?

The answer is simple: conversational marketing gives your leads and prospects instant responses to their doubts, accelerating their journey through the sales funnel. It also allows you to gather data about your leads without resorting to tiresome forms.

But don’t get me wrong! This online marketing trend is not only meant for TOFU and MOFU interactions; it also works wonders for offering support to existing customers.

You can implement conversational marketing through any medium that allows two-way communication. That said, the following options work particularly well when combined with this strategy:

  • Live Chats. They let customers interact with one of your team members in real-time.
  • Social Messaging Apps. The conversation occurs via WhatsApp, Facebook Messenger, Telegram, or the messaging app of your choice.
  • Chatbots. These consist of software that can decipher what the customer is saying and respond accordingly. The answers are programmed beforehand and mimic a human conversation.

3. User-Generated Content (UGC)

This term refers to any content related to your brand that wasn’t created by anyone on your team. Instead, it was made by your customers.

Any post, review, video, or more, that your clients share online counts as UGC and can have an incredible effect on other customers. So much so that 90% of consumers claim that UGC influences their purchase decisions. The reason? They trust their peers’ opinions more than they trust any brand’s advertising campaigns.

But it doesn’t end there. UGC also helps you learn more about your customers and the way they handle your products or services. When well implemented, this online marketing trend can also build an engaged community around your social content.

Ironically, there’s a lot your brand can do to generate user-generated content. Offering rewards or simply featuring customers’ content on your brand’s social account can go a long way in prompting people to produce UGC. You can even create a contest as GoPro did!

4. Live Streaming

Live streaming has been around for a long time, but its big breakthrough came during the 2020’s quarantine when people craved for connecting with others. As “normal life” hasn’t been completely restored yet, we believe this will continue to be one of the top digital marketing trends in 2022.

Essentially, streaming is part of a video marketing strategy and possesses very similar benefits. However, live videos are set apart thanks to their real-time immediacy and the exceptionally high engagement rate they bring.

Yep. If you have ever tuned in to a successful live video, you may have noticed plenty of comments and reactions. If you check other posts by the same content creator, you’ll probably find the number of comments is not nearly as high.

Beyond their engagement power, live videos can help you connect with the audience in a unique way. You see, real-time interactions feel more authentic than regular posts, making viewers feel closer to the streamer.

Bear in mind, though, that all these fantastic benefits will only come through if you make the audience feel involved in the streaming. So, don’t forget to address their comments and even greet them by name if possible.

Video Marketing Trends

5. Interactive Content

This online marketing trend involves using content that your audience can actively participate in. It can be as simple as adding a poll sticker to your Instagram story or as complex as developing an online game related to your brand.

Whatever the case, this trend stands out since the audience doesn’t assume the role of a mere spectator – they are involved in the content. Interactivity turns what could have been a glanceable post into an experience – more precisely, a memorable and engaging experience.

Given that interactive content requires the audience’s participation, it makes people spend more time on your site. That’s a critical factor for Google’s algorithm, so it can enhance your content’s visibility.

Moreover, this digital marketing trend can be a fun way of gathering feedback and data about your audience through polls, close-ended questions, and more.

Interactive content can be mixed with video marketing to get the best of both worlds. This combination results in interactive videos, which usually provide a highly immersive experience and can have a more significant effect than a traditional piece.

6. Voice Search Optimization

Yes, we know: voice assistants are not at their highest peak yet. So, why did we include voice search among the top digital marketing trends for 2022? Because you definitely want to start implementing this strategy now to reap the benefits in the years to come.

For the time being, it’s worth noting that even if not everybody handles a voice assistant, those who do tend to use it daily. So, optimizing your SEO for searches conducted by these devices can make your content visible to voice assistant users – an audience that’s steadily growing.

Now, if you thought positioning number one on Google was already hard enough, then embrace yourself: in voice search optimization, you should aim for Position Zero. That’s Google’s Featured Snippet, the piece that precedes any link on the SERPs, and those voice assistant apps read out loud when carrying out a search.

To get to that precious destination, you must consider how voice searches differ from written ones. They are more conversational and, therefore, tend to involve more long-tail keywords. Someone who would type “bread recipe” in Google’s search bar would rather say “how to cook homemade bread,” do you see what I mean?

digital marketing trends

7. Long-Form Content

After reading about so many new online strategies, it may surprise you to find written content among the top digital marketing trends for 2022. Not any written content, though: long-form content. This comprises any eBook, whitepaper, or guide that’s over 2000 words.

It’s worth keeping an eye on this online marketing trend since it’s often related to high-quality content. Think about it: a comprehensive guide is usually more useful and informative than a regular blog post, isn’t it?

On top of that (and for obvious reasons), website visitors tend to spend more time reading long-form content. As a result, your site’s bounce rate decreases, benefiting your ranking in Google’s SERP.

Another factor that helps your SEO is that long-form content is more likely to be shared and backlinked – that is if it’s actually high-quality.

So, to harness the benefits of long-form content, you need to make sure your guide, eBook, or whitepaper is genuinely helpful to readers and contains information that’s not easy to find elsewhere – like this piece right here. 😉

Parting Thoughts

As we said before, the digital marketing scene is in constant change. However, we believe the strategies you have learned today are not merely passing trends.

They may change and evolve, but they are based on solid concepts that are inherently attractive to humans, like the power of audiovisual and interactive content or the warmth of an informal conversation.

In other words, these digital marketing trends are likely to keep driving engagement and conversions in the years to come. Who knows? Maybe they’ll even end up being part of your long-term marketing strategy!

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