December remains a traditional month for companies to close or approve their plans for next year. So, nothing better than following the marketing trends that will be plating in 2022, according to digital market experts.
First of all... it's good to say 2021 was a year of reinvention for many businesses, still due to the pandemic. So if you still don't have much in mind what to do or stuck in some projects, nothing better than focusing on what worked out or is a bet to happen.
Right here on the Blog, you will find several articles we have done during the year with the most varied themes, which can help build your marketing actions. We are always alert to digital marketing news and best practices to help companies achieve success.
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Contents
Toggle- Remote work or hybrid?
- Influence Marketing came to stay
- Micro Influencers
- Content using data and deep analysis
- The short videos came to stay
- Improvement of mobile experience
- Experiential marketing
- SEO to direct search traffic
- Native Advertising
- Conclusion
Remote work or hybrid?
Still with the uncertainties about the end of the pandemic and the discussion if in 2022 the economy returns with full force, the face-to-face factor regains importance. Even with the definitive migration of numerous businesses to home office, the tendency is that the hybrid work system should become popular in a kind of “new normal”.
A survey by Great Place to Work (GPTW) with 2,008 people and disclosed exclusively by Economic Value showed that 30.2% of respondents claim that the companies where they work have already adopted a new policy in relation to the work format. Among these, 77.7% will have the hybrid model in the post-pandemic context. Most of them already work in this hybrid format and consider this model for the future.
The survey also pointed out that currently 46.8% of those who answered already work in an organization that adopted the hybrid model, while 37.1% are totally remote and the others, 100% in person.
Influence Marketing came to stay
Many companies still turn their noses at this because it has a generally high cost, but it is certain that influencer marketing will evolve from a trend towards a common marketing tactic.
Hubspot, the world's largest inbound marketing and sales platform, has done a survey of its Blog with B2C and B2B marketers from various countries and has also held conversations with industry experts.
The main question was:
- How and why did influencer marketing go from a trend to widely used marketing tactics?
The answer was that influencers are usually masters on the platforms they use and in the field or topic they talk about. They already have an engaged audience, interested in their content and influenced by the information they offer or distribute.
When marketing professionals collaborate with influencers and thinkers in their industry, they can expand brand knowledge and gain fans from the influencer's own audience.
Micro Influencers
Don't you have the money to hire an influencer who's a celebrity with millions of followers? It's okay.
In fact, more than 56% of the marketers who invest in influencer marketing work with micro influencers, which are social media profiles with a smaller number of followers (usually thousands to tens of thousands of followers).
Although they have fewer followers, their posts usually have more impact due to their higher level of engagement and loyalty from fans. These influencers also found a niche in their sector – and that is why they began to play a more important role in the conversion of leads, connecting with the public and increasing brand knowledge.
Content using data and deep analysis
How about taking advantage of the data to understand what went right in your campaigns and actions, through detailed and deep analysis that shows the impact achieved with traffic, audience, views, reach, openings, clicks and automations?
Create content that makes sense for a Blog for example: analyze the best published content and that has obtained more visitors, clicks and lower rejection. This is easy to do by Google Analytics.
In this case, traffic matters to build new related or related agendas that see articles that the audience likes, to generate even more visits and traffic.
In the search for lead qualification, using lead scoring functionality or score for interest in different materials makes marketing delivery more assertive. Points can be assigned by openings and clicks of emails, conversions into certain pages, visits to the site, automation flows, etc.
The short videos came to stay
Even with long videos that can offer more information and details about content, short videos are proven more effective. Just watch the success of Tik Tok, the huge growth of Reels on Instagram and more recently the Shorts on YouTube.
Remember that not only is less bandwidth required to create a short video, but this type of format aligns well with the increasing interest of the public in consuming instant content online in a variety of demographic data.
Data indicates that 31% of global marketers currently invest in short format video content, 46% of them consider the strategy effective when it comes to performance and engagement. And in 2022, 89% of global marketers plan to continue investing in it or to increase their investments.
Improvement of mobile experience
It is not new that the use of smartphones and tablets is growing dramatically around the world, also bringing the need for improvements and enhancements so that the mobile experience is even more incredible. More than half of the traffic on websites today comes from mobile devices.
Experts report that as Y generation (millennials) and the Z generation audience continue to increase their purchasing power, optimized digital experiences for mobile devices will be even more vital to be considered by companies selling products and services to these generations at an accelerated and highly connected pace.
The most effective mobile experiences are not only important for brand websites, but also in other important marketing strategies.
For example, 56% of email-based marketing professionals are focused on providing experiences through templates and formatted content to read on mobile phones and tablets.
Experiential marketing
Experiential marketing campaigns allow the public to enter an immersive experience, usually in a physical place or through an increased Reality platform.
Just watch the transformation this year of the largest social networking company on the planet, Facebook, which decided to change the brand name to “Meta” (derived from the word metaversus), exactly the experience behind this AR/VR technology.
Not only for games or virtual tours, experiential marketing is vital for brands that already make use of this tactic actively. As an example, I can quote Red Bull, which has created a fascinating experience, extremely linked to the energy product.
The project revolved around Felix Baumgartner, a parachutist of courage, energy and passion for extreme sports, concepts that have everything to do with Red Bull's identity. The idea was to break the world record of free fall by jumping from the stratosphere to a height of 39 kilometers from the ground.
Felix also became the first person to overcome the speed of sound without the help of an engine. Over 8 million people attended the live event, all eager to know the outcome of the adventure. With the success of the landing, the public celebrated and certainly associated the brand with an extremely positive feeling.
SEO to direct search traffic
This is a trend that never goes out of fashion and just gets better. The improvement of organic reach is what guarantees for a company or brand to be easily found on the internet or in search engines.
As a marketing professional, I must ensure that our websites created for customers here at the agency and content are as detectable as possible, especially on Google, which can provide short- and long-term traffic returns.
Although SEO is not new, its strategies are becoming even deeper in marketing actions.
As the interest and need for SEO strategies increase on the part of companies or businesses, all search optimization opportunities also grow.
As Google algorithms evolved, SEO evolved much more than producing basic posts that respond to simple search queries. Now brands are investing in SEO experts who can help them do anything from research insight reports to multimedia optimization.
Native Advertising
Paid content on third-party websites or platforms is becoming common and should increase by 2022. Unlike traditional advertising, designed to interrupt and stand out, native advertising can blend in and promote your brand to a new audience that otherwise would never learn about you.
As native ads don't look like traditional ads, consumers are more likely to consume them – in fact, consumers see native ads more than 50% more than banner ads.
Examples of native advertising can be found on social networks, through search engine results, content recommendation platforms (those links to several other content where you can click on the bottom of the page to read more about or related to the topic) or campaigns.
Instagram is a popular social network that routinely partners with brands for native advertising. Taking advantage of Instagram stories or shop features, brands can share posts similar to the post style of middle user followers while subtly announcing a product.
Conclusion
Before closing the article, it is necessary to say that there are many other marketing trends for next year, pointed out by the most diverse channels and experts. However, I wanted to make a catch of what is more consensual and used by agencies and professionals who work in digital.
This is just a list to guide your actions and campaigns in order to keep track of the market, without fear of making mistakes.
You're up to date... for now! And as long as you follow marketing trends (and always open to change) your business or business will not be left behind.
