Digital marketing is always changing and evolving, but 2022 will likely hold some dramatic changes. Businesses and brands must not only plan for the future of digital marketing but be prepared to take advantage of it. Here are the top 12 digital marketing trends to keep an eye on in 2022 and how you can use them to your advantage.
1. Meta is everywhere.
Facebook officially changed its name to Meta. While creating a name for the parent company is logical (remember Google became Alphabet?), the choice is what matters. Facebook is betting big on the Metaverse, which is a term for virtual and augmented experiences. This is a big bet on the future of the web.
Recommendation: Marketers should begin to look for opportunities for their business in these spaces.
2. Influencers continue to grow (even for B2B).
Influencer marketing is set to reach $13.8 billion in 2021 and continue to grow. Influencer campaigns inherently provide context and relevance since the influencer is endorsing the product. B2B brands also continue to embrace influencers — Adobe, SAP, GE and PWC all have harnessed this trend.
Recommendation: Marketers should look for opportunities to partner with influencers in their space.
3. Advertising is challenged by privacy.
Modern digital ads are heavily reliant on data to automatically optimize. New privacy regulations like the iOS update and the pending removal of cookies have been reducing the data used in artificial intelligence.
Recommendation: Marketers should assess the impact that this will have on their advertising and be proactive.
4. Marketers get more strategic.
As automation, artificial intelligence and machine learning take away a lot of the grunt work of digital marketing, marketers must become more strategic. The options in digital marketing continue to grow.
Recommendation: Marketers need to think strategically to focus on what really drives their business growth.