Digital Marketing Trends 2022

Another year has come and gone and it’s nearly time to welcome 2022 with open arms. The last twelve months have taught us some lessons in relation to marketing; from social media blackouts to lockdowns to clever campaign creations from businesses all around the globe. Below is a list of six digital marketing trends for next year with examples and takeaways for marketers. 

1. Nostalgia Marketing

Post pandemic culture has left people craving for the comfort of the familiar in these tumultuous times and there’s data to prove it.

  • Tamagotchis have made a comeback 
  • ABBA announced its first studio album
  • In the fashion world, Y2K fashion has made a comeback and the dreaded Uggs are back!
  • Many international brands are including nostalgia in their marketing
Marketers takeaways
  • Find the right theme
  • Research your audience
  • Be timely and relevant

2. Word of mouth marketing

More and more brands are realising the value of user generated content and are putting measures in to scale it. 

Consumers today are belief driven and are increasingly looking for authenticity from brands. The concept of user generated content is not new however the shift toward belief driven buying has made peer reviews and word of mouth marketing way more important than a carefully curated Instagram feed of a brand. Platform such as YouTube will make a comeback this year with more businesses investing in user generated content in order to drive sales.

Marketers Takeaways
  • Analyse what your customers are sharing
  • Conduct a challenge
  • Engage with your community

3. Social commerce

Social commerce is one section of the eCommerce ecosystem that is clearly booming and will continue to grow. Moreover, an aspect of social commerce which will gain traction in 2022 is influencer marketing.

This is so as influencers can;

  • Help you reach a bigger audience and create brand awareness
  • Sway your target customers’ purchasing decisions
  • Improve brand loyalty and trust

The rise in applications like TikTok and Twitch also shows the potential for activating influencer partnerships. 

Marketers Takeaways
  • Define your goals
  • Find the right influencers for your niche and use them for longer 
  • Use analytics to measure results

4. Niche communities

Social media is noisy, and users are increasingly moving away from this to create niche communities, where they can connect with like minded individuals. Examples of this are ‘BookTok’ a book community and ‘CleanTok’ a cleaning community, both on TikTok.

This is a larger sign of short form entertainment like TikTok but also subcultures and communities. Furthermore, these communities give users a sense of belonging at a time of immense upheaval where human connection is lacking. 

Niche communities also exist on larger platforms, for example through Slack channels, Facebook groups, whatsapp chats etc.

Marketers Takeaways
  • Identify your niche
  • Create a community around it
  • Mark your presence in an existing community

5. Micro content

2022 will see brands embracing bite size consumable content. As with the meteoric rise of TikTok and other platforms’ reaction to it such as Youtube Shorts, Snapchat Spotlight and Instagram Reels, it’s a no brainer.

Digestible + entertaining = winning content

Marketeres Takeaways
  • Be concise 
  • Repurpose your long form content
  • Plan ahead don’t only just jump on trends

6. Cross generational marketing

Every marketer is trying to attract the attention of Gen Z’s. However, it’s important to look past the fads of one generation and understand them all to market better.

Marketers Takeaways
  • Find out what attracts each generation
  • Adapt your messaging to suit their needs
  • Use diverse marketing strategies

As 2021 comes to a close, professionals are taking the time to reflect upon what they learned and celebrate big wins. What has been the biggest learning from this year for you?

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