Top Digital Trends of 2022

The year of 2022 is upon us with in few days . Lets take a look into the trends that are going to define the year of the Tiger in Digital marketing Arena.

Artificial Intelligence assisted Content Creation

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Artificial intelligence is the technology behind many services, including content creation, chatbots and search engines, which has particularly ramped up since the start of the COVID-19 pandemic.

One such company that has made AI the centre of its value proposition is Google. Over the last few years, their implementation of AI has allowed their search engine to understand with higher precision what people are looking for and what kind of content best serves their?search.

Google understands what people are looking for and what kind of content best serves their intent.?For example, if you search for ‘fish oil’, Google knows that the dominant search intent is to learn about the health benefits and side effects.?

This means that it's become more crucial than ever to nail the search intent, and?content optimisations is an excellent way to do this.

Using Artificial Intelligence to serve up subtopics and related keywords will make any article ultra-comprehensive and give it the best possible chance to rank on page one.?It gives you a recommended word count, feedback on readability, and an overall optimisation grade based on keywords and subtopics covered.

Programmatic Advertising

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Programmatic advertising is the process of using AI to automate ad buying. By removing humans from ad buying, companies receive a more reliable and cost-effective solution to their needs.

Conversational Marketing

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Conversational marketing facilitates a personal, instant connection between marketers and customers. Unlike traditional strategies, this form of marketing is now available across multiple channels, allowing brands to meet customers on their terms: on the devices, platforms and time schedules that suit the customer best.

Some methods companies use to execute a conversational marketing strategy include:

• Chatbots
• Personalized videos
• Personalized emails
• Virtual selling assistants

One example of a company that benefited from conversational marketing is ThoughtSpot, which, after its implementation, saw?10X more sales?conversations, 70% more marketing qualified leads, and 64% more meetings booked .

Personalization

If you want to stand out in 2022, you need to personalize your marketing, which means personalizing content, products, emails, etc. It turns out that consumers like personalization:

• SmarterHQ?found that?72%?of shoppers?act on marketing messages only when they are customized to their interests.
• A?Salesforce survey?found that marketers see the highest benefits of personalization on their customer experience (64%), a conversion rate increase (63%), and visitor engagement (55%):

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• EasyJet?launched a data-driven email campaign that uses customers’ travel history with the airline to build personalized stories, suggesting where they might like to travel next. About 12.5 million unique emails have been sent, which had a 25% higher click-through rate than non-personalized emails.
• Cadbury’s?created a personalized video campaign that matches a Dairy Milk flavor with users based on data from their Facebook profile, including age, interest and location. The campaign generated a 65% click-through rate and a 33.6% conversion rate, proving that the personal touch works.

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Video Marketing

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Video marketing is one of the most important marketing trends today and likely for the next 5-10 years. ?

• 60% of businesses?use video as a marketing tool
• 61% of marketers?see video as a “very important or extremely important” part of their marketing strategy
• 74% say video has a better return on investment?than static imagery

When we talk about video marketing, don’t just think of YouTube. There are plenty of ways to drive higher engagement with your?video marketing.?For instance, you can make a video post or start a?live broadcast on Facebook, Instagram, or LinkedIn.

Video is a useful channel where you can repurpose and republish your existing content or vice-versa. On the one hand, that means taking a content piece like a blog post and turning it into a video.

Predictive & Augmented Analytics

Predictive analytics is the practice of using data mining, predictive modelling and machine learning to identify patterns and attempt to predict the future. Due to its potential, it has become more sophisticated and widespread in many industries.

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In terms of digital marketing trends, we can expect to see an even higher number of predictive analytics tools and applications, such as advanced lead scoring, customer segmentation, and personalization.

One such example is?Amazon Assistant a Chrome extension from the retail giant that allows users to permit product recommendations from Amazon to extend beyond the website to make personalized offers while they are browsing elsewhere on the web.

Geo-Fencing

While the idea of marketing to people based on their location is nothing new, we do expect an increase in the use of geo-fencing, a market that is expected to rapidly grow?by 2023 — along with the rise of mobile use. Geo-fencing allows real-time targeting based on a user’s location. A target area is defined as, say, within a mile of a restaurant, and when a user enters or leaves this area, they receive a push notification, text message or another form of marketing communication.

SERP Position Zero

For the past couple of years, we have seen the rise of the?featured snippet, which describes a page’s content in the search result. A page that receives a featured snippet is said to have a “position zero” as it shows up before the first result:

The position zero is the most coveted place for any website due to being the most likely to get the most clicks — sometimes a featured snippet holds the entire space?.

Featured snippets may offer a seamless user experience, but for search engine marketers, they represent an enormous challenge.

First, featured snippets can satisfy a user’s search without generating a click. Yes, that means you may work hard to rank for a page, get the position zero, and still get no traffic. ??

The rise of position zero SERPs means that nowadays, search volume, intent and organic competition aren’t the only things that define a keyword’s worth. You must also analyse whether a keyword has a featured snippet or not.

As Google adds more AI into its ranking algorithm, we can expect an ever-higher part of their results as zero-rank-based.

Green Marketing

Green marketing, also called “eco-marketing” or environmental marketing,” is the practice of developing and advertising products based on their real or perceived environmental sustainability.

Green marketing represents only one part of a broader movement toward sustainable manufacturing methods that include:

• The use of recycled and/or recyclable materials
• The use of renewable materials
• Limiting the use of packaging
• The development of repairable products to avoid being thrown away

Green marketing can give your business access to new, younger markets and provide a competitive advantage over other, similar businesses. It can also increase brand loyalty and boost your brand image.

The Creator Economy

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We’re no longer in the era of large-scale TV productions. We’re now in the?era of creators, one where consumers can communicate directly with independent content creators, such as those you see on YouTube and niche Substacks.

According to?SignalFire, there are 50 million?creators, 2 million?of which make a full-time living (4%), and some 47 million that make a part-time income:

?The creator economy has been driven partially by the desire to make a living with a job that’s fulfilling and autonomous. On the other hand, consumers want to connect with people they can relate to.

With the rise of the creator economy, brands will have to engage with these independent content creators who command highly engaged audiences.

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