It is the end of the year, and a great time to evaluate your marketing activities and look into the future of marketing trends; do some fact-based predictions, and understand, what are we likely to see in 2022.
We have reviewed and analysed the most likely trends which will affect businesses in the near future.
Marketing trends to keep an eye on in 2022:
Strong Digital Marketing Presence – be present and available to your audience, engage on social media, stay highly relevant – every day. Video content in digital marketing campaigns is proven to bring the most engaged audiences. Be able to move from physical events to webinars swiftly. Have a well-designed and functional website, with clear objectives – optimised for mobile and easy to use. Continuously work on your SEO optimisation and have fresh, quality content. Learn which channels work best for you – whether it is paid advertising, that brings you the most growth; or community management in forums, or blogs posts that go viral. Try something new in 2022.
Social commerce – also known as social selling- it’s a fast-approaching trend, and marketers have seen a growth of this trend significantly through the pandemic.
And why shouldn’t you – social media sees over 2.5bn people every day. Social media will be used more and more for selling products in 2022. If you have not already started selling your products on Facebook, or Instagram, you better start learning the techniques. It is predicted to grow significantly within the next few months.
Automation – Marketing automation literally saves time and money, and it increases customer loyalty. Timely nurturing can result in 50% more sales leads and even reduce the cost per lead. An ongoing engagement with your existing customers and leads is extremely important for customer loyalty. Start with small steps – select the right marketing automation software, run your first campaign, and evaluate.
Nostalgia comes in a 30-year cycle – it is when your consumers come of age, become customers with money and start shaping the culture themselves. Your customers cannot change time, but some products can give them the feeling of the past – nostalgia is one of the strongest tools in marketing.
Millennials, the generation with the most buyers currently, are highly reactive to nostalgic advertisements and products. Even if you are an SME, think of how you can incorporate some nostalgia enhancing elements into your marketing campaigns – maybe in the music in your ad, or the style of the advert – be clear on who your target audience is and think of an ideal customer/persona and their nostalgic feelings.
Personalisation. Interact with your audience in a personalised way. Analyse your audience, segment them carefully and tailor your content for each segment. Your communication must resonate with the recipients. It is recognised that personalised marketing improves customer experience, increases brand loyalty and positive perception and as a result, drives revenue.
Celebrity endorsement. Celebrity endorsement in your advertisements is still relevant. If your brand cannot afford an A-lister, do not worry, consumers increasingly understand that some companies subsidise their influencers. Different influencers are speaking and resonating with different audiences. It is recognised that consumers tend to pay more attention to closer connections—for example, Instagram personas with 5,000 to 20,000 followers (McKinsey report).
User-generated content (UGC). UGC can be in many forms – it can be comments, reviews, images, or recommendations. It is recognised to be a powerful way of marketing, as the audience believe companies have no financial involvement over it. 92% of consumers trust organic, user-generated content more than they trust traditional advertising (Nielsen Consumer Trust Index). However, impeccable customer service, positive brand messages and connecting and entertaining your audience helps to create a positive image and improve your brand reputation.
Corporate Social Responsibility (CSR). Corporate social responsibility is getting more and more relevant as more customers are conscious of their impact on the planet and communities. Customers care about the environment, social issues, corporations’ investment in the local community, purchasing fair trade products, even charity events – consumers globally are looking to purchase from socially responsible businesses, rather than a business that does not speak about it. The Nielsen Global Survey has shown that 55% of global online consumers said they were willing to pay more for products and services provided by companies that are committed to positive social and environmental impacts.
Generation Z. Gen Z consumers are mostly well educated about brands and the realities behind them. Gen Z will choose to support a company not only by their product or service but also by their social responsibility and reaction to social injustice. (McKinsey report). Build relationships with not-for-profit organisations, organise charity days, or even allow your employees to do some charitable work – contribute and talk about it.
It is vital to stay updated on digital marketing trends, especially for SMEs. Nowadays, the challenge in marketing is much bigger than it was before digitalisation – companies should adapt to the changes in the digital realm to remain relevant and popular.
Many SMEs care about the final stage of the customer journey – the sale. While it is much more important to start from the basics; dismantle and review your brand, your messaging, analyse your offering and your target audience; and all the marketing activities you have done and have not tried yet.
Globalisation and digitalisation have enabled companies to reach out to potential customers and reach them easily – you can grow your audience and reach out to the largest audiences ever in the history of marketing.
Digital marketing helps to find the right path between the customer and the brand. It is extremely important to keep up with the digital trends – to be able to sell not only today but grow, stay relevant and be successful in future.