So we’re down two pandemic years pretty much. Yes, hard to believe that in March it will be two years since the pandemic began and we heard the word ‘unprecedented’ for what seems like twelve times an hour. Where 2020 was a manic year of shutting down and immediate reaction, 2021 has been the year of adaptation and growth rooted in that adaptation. For this reason, 2022 feels like a launchpad for most of us. Now that we have adjusted to these changes over the past 12 months, how will we apply what we have learnt to an ever-changed world. The same applies in marketing since the way we consume has changed massively and is only accelerating; think TikTok and a hybrid of online and offline events. Here are the biggest marketing trend predictions for 2022 to give you a head start.
Due to the pandemic, businesses – small and large – have realised the power of virtual events to connect with global audiences. In 2022, it’s likely more businesses will adopt hybrid events. They’re cheaper and often save on emissions from flights and other forms of commutes. In-person events will have a strong digital component where attendees would have the option to attend in person or virtually.
For this reason, businesses will invest more in online events. Through the power of video presentations, social media, virtual and augmented reality, marketers will showcase their capabilities to potential customers in a completely different and engaging manner. Businesses can make use of slide templates for preparing presentations.
Since customers will be spending more time online in 2022, marketers will adopt the power of website personalisation to stand out in the overcrowded digital space. Around 88% of companies will prioritise personalised customer experience in the coming years.
Using the power of data sciences, you can add value to customer experiences by offering personalised services. Based on customer preferences, you can show other relevant products, services or offers that may appeal to clients and consumers when they visit your website or by sending personalised cold email campaigns.
AR & VR
The adoption of next-generation technology has been accelerated due to the pandemic. We have fast-forwarded about five years even though only two have passed.
The global augmented reality, virtual reality, and mixed reality market is forecast to reach $300 billion by 2024 and marketers have been able to test how these techniques can be used for marketing. In 2022, you will see businesses adopting VR and AR as a tool for experiential marketing.
For example, furniture and paint manufacturers are using VR to demonstrate to customers how new furniture or paint colours looks in their home. We will see many more marketers using AR and VR in the B2C segment in 2022.
Diverse and Engaging Content
You’re probably sick of seeing this one but the evolution is real. It’s said that Instagram may be purely video content focused by the end of 2022. As digital marketing gets more mainstream, all businesses should adopt techniques such as advanced SEO practices and other content marketing strategies.
Original content will keep users continuously engaged. This could be conversational content, such as FAQs or Q&As, or video content. At the same time, the emphasis will be to optimise data using new SEO techniques, such as voice search, featured snippets, or ethical link building.
On the back of the Google Core 2.0 2021 update, content that offers a better reading experience and has an excellent interface will be ranked higher. In 2022, we can expect an explosion of content created by marketers in the form of articles, blogs, videos, audio, or infographics. This content will act as a source of credibility and trust, thereby helping businesses build their brand.