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Most Valuable Digital Marketing Trends For 2022

Digital_Marketing_Trend_20211126-085445_1 Source: Unsplash

Five years ago, emerging digital marketing trends such as Artificial Intelligence (AI), data-driven marketing, and voice search engine optimization (VSEO) were seen as too ambitious for the time.

Fast-forward to the present, and these trends are now among the top priorities for millions of businesses.

In fact, you can’t spend time online without these digital marketing trends curating every facet of your user experience: Targeted social media ads, the videos that appear on your YouTube feed and hands-free Google search while you’re cooking at home, to name a few.

If you are serious about leveraging your business online, it’s nearly impossible to stay competitive without keeping track of the latest trends in digital marketing, driven by demand.

With emerging technologies and the resurgence of old and tried methods, our friends at a top New York web design company understand it can be overwhelming to keep up. How do you know which trends are worth investing in?

Continue reading for the four most valuable digital marketing trends for 2022 to increase your revenue, upgrade your user experience, and keep your brand’s name on your audience’s minds.

Trend #1: Personalization

Personalization is the ability to create tailor-made experiences for each individual customer. This is the reason why your social media feed shows vastly different content from one person to the next, even if you follow the same pages.

Apps such as Netflix, Spotify and UberEATS monitor your actions.

By monitoring your browsing history, likes, usage duration, purchase history, demographic information, and web/app visit frequency, these apps are able to come up with highly customized suggestions that are relevant and valuable to you personally.

Monitoring your behavior also provides parameters to reasonably sort millions of posts and interactions created every second into a digestible size for every user.

Perception towards personalization has improved over the years, likely because 63% of consumers react negatively towards generic advertising blasts.

Research shows that 90% of users prefer personalization, and 80% say that they prefer to do business with a company that offers personalized experiences.

Personalization makes your app, website or newsletter more engaging to individual consumers. On the business side of things, this means more reasons to visit, more interactions, and a reduced bounce rate.

Personalization in Action

Cadbury

Let’s look at an example of how personalization can differentiate your product in a saturated market.

Using data from Facebook profiles, chocolate company Cadbury was able to make a personalized video campaign that matched users to a Dairy Milk chocolate bar flavor the user is most likely to love.

The campaign was a hit with a 65% click-through rate (CTR) and a 33.6% conversion rate. 

This shows just how favorably people respond to highly personalized content. After all, everyone wants to feel like something was made especially for them.

Trend #2: Intelligent Process Automation (IPA)

IPA is an emerging set of new technologies that is a marriage of AI and MA: fundamental process redesign with robotic automation and machine learning. Think traditional levers of rule-based automation, except with decision-making capabilities.

AI refers to the systems behind the capability of certain technologies to imitate human intelligence and reasoning.

Marketing automation (MA), on the other hand, refers to the technology to automate marketing tasks and workflows.

IPA does not merely follow user-set parameters—it is actively learning from its users. From this learning, it continuously works on improving user experience, such as refining interactions and optimizing business processes.

There are five core technologies that power IPA:

  • Robotic process automation (RPA)
  • Natural-language generation (NLG)
  • Cognitive agents
  • Smart workflow
  • Machine learning/advanced analytics

IPA in Action

Customer Support In The Retail Industry

Through IPA, email content is analyzed through Robotic Process Automation and Natural-Language Generation, where AI will determine the best course of action.

It interprets the customer’s query and whether it can be answered with automated response or escalated to the concerned department.

Besides email, in a retail context, chatbots are often placed on web pages in lieu of human agents. Powered by IPA, the chatbot can give appropriate responses to queries as well as assist in canceling orders, tracking orders and more.

Trend #3: Progressive Web Apps (PWAs)

PWAs are websites that function like your native iOS or Google Play apps straight out of your browser of choice.

Did you know that mobile page views increase by 50% worldwide each year? And by 2020, there were over 2.87 billion smartphone users.

It’s clear that optimizing for mobile is a must for your digital strategy as mobile page views and smartphone purchases are on the rise and will continue to climb upwards for years to come.

A native app is not only expensive to maintain, but businesses have limited control over their app. First, any change has to go under approval, which is slow. Second, 30% of in-app purchase expenditures go to the publisher.

Third, in-platform refunds are automated rigidly by the publisher, making it nearly impossible for businesses to resolve user refund requests amicably.

Instead, businesses including large companies such as Twitter, Forbes and Starbucks have turned to PWAs because they offer the functionality of native mobile apps but can be accessed by any web browser.

Not to mention, PWAs are impressively small in size, load fast, offer push notifications, can work offline and are platform non-exclusive.

On the customer side of things, this is wonderful: A fully functioning website that feels like a native app without needing to install a thing!

Companies that have invested in a PWA made for their operations are already seeing increases in key metrics:

  • Pinterest saw 60% more core engagement, a 40% boost in total time spent, and a 44% growth in user-generated ad revenue.

  • BMW saw 4X faster load times, a 30% increase in CTR to their sales site, 49% more organic traffic, and 50% growth in mobile users.

  • Debenhams saw a 20% increase in conversions and a 40% increase in mobile revenue.

PWA in Action

Starbucks

In 2018, Starbucks deduced that creating a PWA would be the best move to access emerging markets and provide a seamless experience for existing markets.

The Starbucks PWA would allow customers to browse the menu, customize orders, and add items to their carts even without an internet connection.

With the assistance of a web design company, the resulting PWA was an experience akin to a native app. Caching enabled customers to view the menu and nutrition information and save their customized orders until they had internet access. 

The results proved to be positive. Not only is the PWA 99.94% smaller than an iOS app, but it also has the same functionality, and the coding can be easily transposed to an app.

Trend #4: Influencer Marketing

Influencer Marketing is a word-of-mouth-style marketing strategy where individuals act as brand ambassadors by providing social proof.

If that doesn’t sound very different from celebrity endorsements, the term “influencer” and not merely “brand ambassador” came about because of the social media phenomenon where everyday people were becoming brand leaders.

In fact, that is the appeal. Influencer marketing comes across as more authentic than corporate advertising and that authenticity sells: 63% of consumers trust the opinion of influencers much more than the brand’s own words.

58% of people confess to making a purchase in the last six months because of an influencer’s recommendation.

Even more impressive: For every $1 spent on influencer marketing, businesses make $6.50 back, on average.

 AI is being used to find the right influencers to partner with by filtering out those with fake followers and choosing influencers with the best engagement and highest chance of generating a positive return on investment (ROI).

Influencer Marketing in Action

HubSpot

Sales blogger Aja Frost collaborated with 23 influencers to promote her sales blog post for HubSpot. In the first month alone, the post garnered more than 9,000 views.

To verify what led to this uptick, Frost took to the data and it showed that the majority of visitors viewed the post from the influencers’ links.

These influencer links contributed to 45% of the traffic. However, after further investigation, the data showed that one of the influencers was responsible for 77% of the traffic alone!

This shows that while influencer marketing does generally deliver a high return, you still need to collaborate with the right influencers.

Luckily, AI is getting better at evaluating the best influencers for your business goals and this process is only getting smarter each year.  

 

Influencer Marketing

 

Wrapping Up On Digital Marketing Trends For 2022

Although Gartner projects that 30% of businesses will adopt AI technologies by 2022, it’s more than likely to surpass that figure.

If you’re a frequent internet user, you’ve already experienced a combination of these technologies. You’ve probably made a purchase or visited a site after seeing a stranger rave about it on your feed.

A number of these digital marketing trends are not new, but their efficacy has changed and more importantly, the data has changed. More user info is available than ever before and moving at an unprecedented rate, which offers multitudes of opportunities for your business.

You can use AI to create highly customized experiences and acquire social proof from influencers to who your audience can relate. On top of this, you can leave the heavy lifting for AI, including analyzing data and other tedious tasks, so you can focus on innovating.

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Wednesday, 18 May 2022

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