Digital Marketing trends are already established and analysts remain attentive to these definitions to leverage business throughout 2022.
After a long period of the COVID-19 pandemic, there is great expectation that the new year will bring an economic recovery. But for this to happen, we need to be aware of changes in habits, as consumer behavior has also changed.
In order to reach the target audience , it is necessary to consider this new scenario in detail and the Marketing strategies must be adapted to each segment. We will mention some Digital Marketing trends that will propel brands on the path to success in 2022. Remembering that many of these trends are already used, but they will gain greater relevance in the coming months.
Initially, we will mention some points elaborated by Rafael Terra , speaker, writer, consultant and professor of Digital Marketing and Social Media at ESPM, PUC and USP.
Rafael Terra highlights an accelerated race by companies to be able to position themselves as the first in their niche in the Metaverse. Also, he highlights the resurgence of Twitter among teenagers.
According to Rafael Terra: “Audio content will take first place in 2022, according to a Hubspot survey . Approximately 43% of B2C marketers plan to increase their investment in podcasts . Platforms like Spotify impact Google rankings.” (Jornal do Comércio, 12/30/2021)
Companies will be challenged to broadcast their content using short videos. Tik Tok will begin to be used by brands to share first-party content.
The Ali Ahmed, professor and Digital Marketing consultant and CEO at the company Insights Digital Marketing Consultancy , focuses her approach on the following trends, using the European market as a reference:
Digital Marketing and Traffic specialists are aware that the most popular browser on the web – Google – will block all third-party cookies. This will have a huge impact on advertisers being able to track your web activities and serve ads targeted to a specific audience.
Emma's recommendation is to use the remarketing technique and based on consumer behavior to impact the audience on other digital channels of her company.
Increasingly, companies use Content Marketing to engage their target audience and take the opportunity to highlight the differentials of their products or services at the most appropriate time. In addition, this same content is widely exploited on social media.
Content Marketing has never ceased to be a trend, but from this new year onwards it will play a more relevant role, as users are now even more aware of the current scenario.
Companies need to use appropriate strategies to present their content, from identifying potential customers to retaining them.
During this period, the way influencers are chosen will change. Depending on the impact it can generate in a specific niche and its scope at various levels.
To achieve this objective, we will rely on the help of artificial intelligence through an algorithm that will analyze the profiles of influencers and choose the most suitable for the niche in question.
A major impact of algorithms on social networks and advertising campaigns is expected. Algorithms are based on machine learning , so they modify their behavior based on what users do. This forces Digital Marketing professionals to analyze statistics, metrics and data to obtain the best results in their campaigns.
It is also known as Conversation Marketing – dialoguing in real time and in a personalized way with your visitors to assist in the purchase decision process .
Brands that fail to enable communication mechanisms to interact with their customers will run the risk of having a lower presence in the digital world.
Companies will be able to attract traffic in an organic or paid way, but they should only consolidate sales through communication via private message.
It is a strategy of simultaneous and interconnected use of different communication channels: Facebook , Instagram , Tik Tok , E-mail Marketing , Google, Youtube and the use of Podcast in order to enhance the relationship between online and offline, improving the user experience. user. With this, brands will achieve greater reach and better visibility in their niche of action.
Video will be the most used format in 2022, but streaming will become increasingly relevant.
For 2027, the forecast is to generate an income of 247 billion dollars worldwide. A survey published on the Terra website showed that 80% of users prefer to watch live videos.
The same survey detailed that 63% of millennials are regular consumers of live videos.
Consumers increasingly want unique, direct content that delivers a high-quality experience
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