No one can predict exactly where internet marketing will take in the future. But after the uncertainty of the 2020 pandemic, the next year turned out to be more stable.
Read on to find out what digital marketing trends to look out for in 2022.
If traditional marketing is one-sided and does not imply feedback, then modern digital marketing adapts to the user and communicates with him on platforms convenient for him and is not limited to one - it uses dialogue marketing. Users like this kind of interactivity: 82% want an immediate response from the company on marketing and sales issues, and 90% expect a quick response from the support team. Omnichannel - the ability to respond quickly, collect detailed user data and personalize communication.
Chatbots remain a popular dialogue marketing tool. Robots respond instantly 24/7, and artificial intelligence makes them "smarter".
The chatbot market is growing at a cosmic pace: it is predicted to cost $ 102 billion by 2026, up from $ 17 billion in 2020. Convenient interface, loading speed and the ability to communicate with the company via a mobile application will remain important for dialogue marketing.
Internet trends 2022 include "smart" search, when search engines offer the user the content that best suits his request. On the one hand, robots recognize the true intent of a search: they understand misspelled queries and strange sentences. On the other hand, the content of sites is assessed differently. Above in the result line, the page will appear where the answer to the question is more accurately given.
Example. If the user wants to know what to do when the router stops working, give clear instructions, and do not start with a description of the types of routers and their features.
It will not work to deceive the system with the correct keywords for an irrelevant text request - robots are getting better at determining the quality of content by context and user reaction. The important thing in 2022 is to write for people, not machines.
AI will continue to take over digital marketing, from chatbots to content creation. Robots analyze user behavior on platforms, provide marketers with more detailed customer journey analytics, and personalize targeted and contextual advertising.
Example. Facebook uses AI to optimize ad texts for users, determines what to highlight in the ad: headline, body text or description. The choice depends on the user's reaction to other ads.
Artificial intelligence is infiltrating those areas of marketing that are considered inaccessible to machines due to their inability to be creative - in the creation of content.
Example. The Jarvis tool writes articles for blogs and social networks instead of a person, is able to add SEO data and supports different languages.
New business trends - commercials and entire campaigns using AI technology Deepfake.
The video format has been in digital trends for several years now: 60% of businesses are already using video in marketing, and 66% of people say they would rather watch a short video about a product or service instead of reading an article.
Youtube remains a popular platform: from 2012 to 2020, the service's audience grew from 800 million users to 2.3 billion.
However, digital marketing will take over short video formats up to 1-3 minutes in 2022. The app for short videos TikTok remains the first in the world in terms of the number of downloads, now it is over a billion.
Augmented reality (AR)
The value of the augmented reality market is $ 3.5 billion, which plans to grow to $ 18 million by 2023. Modern marketing trends are hard to imagine without AR. The combination of the real and virtual world is used by marketers to showcase brand products. Shoppers rate the trend positively: 61% prefer to shop in stores with augmented reality features.
Live streaming will continue to evolve in 2022. The market is growing: according to forecasts, by 2028 it will reach $ 223 million. A live format is more trusting than a recording or just a commercial - the user communicates with the brand directly.
Live broadcast - not necessarily a broadcast from the event, a series of questions and answers, but also full-fledged product reviews.
The boom in live streaming for sales shows China as the retail trendsetter for the entire world. The total number of live e-commerce buyers in China will reach 320 million, of which 60%, (194.2 million), purchase via live streaming on social media at least once a year.
Advertising through influencers continues to grow and bring new customers to brands. 51% of marketers say they attract better quality customers through opinion leaders than other channels.
Consumers trust influencers more and more than advertisements. According to statistics, 49% will buy after the recommendation of an opinion leader, and 40% say they bought a product after seeing it on Twitter, YouTube or Instagram.
The prospects for influencer marketing are huge. According to eMarketer, in 2020 50 million people consider themselves “creators”. Experts say a billion people will call themselves that in the next five years. That is, "everyone will become bloggers" is not such a joke.
Geofencing is a technology for tracking users who enter a certain territory. There they instantly receive notifications: push, SMS and others. The goal of geofencing is to catch a client here and now. Research shows the effectiveness of this method: 53% of shoppers made a purchase after a message in the geofencing area.
Example. You walk by a clothing store and receive an SMS about the sale of outerwear in this store.
You can determine the position of the user through the device ID via GPS, Wi-Fi, or via cellular data. It is also necessary to work with the user after he has left the geofencing coverage area: display ads, send individual offers.
The geofencing market is projected to reach over $ 2 million by 2025. According to data for 2021, 54% of users in the world access the network from mobile devices, and this figure is growing from year to year.
Digital marketing trends in 2022 are driven by technology. Augmented reality will simplify product selection and speed up purchasing decisions, while geofencing will "catch the customer on the live bait" by the location of the mobile device.
Artificial intelligence will create content for a person, communicate with users in chat bots and personalize ads. Search engines are also keeping up with improving the customer experience and delivering results based on the relevance of the query, not on the relevance of the query to keywords.
Short videos that support popular applications and platforms: Tik Tok, Instagram and others will be in the top in terms of content formats.
At the same time, technologies will not replace interactive communication. Live broadcasts will continue to develop, and the advertising market through influencers will grow.
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