It’s no secret that the world of digital marketing has changed dramatically in the last decade or so. Businesses that have not kept up with those changes risk being left behind, especially as we move into the future and technology becomes even more important than it already is today. The article will discuss some of the digital marketing trends that you should keep an eye on in 2022 and how to implement them to stay ahead of your competition.
Opportunities from Structured Data and the SERPs Features in Digital Marketing.
It’s hard to keep track of all the new features that Google and Bing roll out, but experienced SEOs pay close attention to the search engine results pages. That’s because opportunities can often be found in what has been added and what has been taken away. SERPs feature one example of a change worth keeping an eye on.
Both Google and Microsoft are constantly innovating how they appear to improve the experience and monetize their ads with new ad formats and interface changes. However, while there is much talk about visual experiences, it’s important not to forget about structured data—the content that underpins most organic SERP features.
Voice Search Remains Hyped
While voice-activated searches have gained considerable traction among users, they’re unlikely to provide any significant traffic or sales gains over time. The biggest reason is simple: Most people use voice search like they would use a search engine — looking for specific answers rather than browsing, window shopping, and reading product reviews.
For most businesses, direct traffic from voice queries will be modest. But, of course, exceptions exist; your business might sell niche products with extremely loyal customers willing to engage directly with brands online through virtual assistants. But don’t expect a broad audience of consumers to do so — and don’t expect Amazon Alexa or Google Home devices themselves to become digital sales channels anytime soon.
Ad Optimization Testing becomes Sophisticated as Ad Platforms Develop.
Ad optimization testing is becoming more sophisticated as platforms develop. As a result, we will see more tools to help test and optimize ad spend, with current platforms like Facebook and Google set to remain popular due to high CPM rates and efficiencies of scale. As much as Facebook and Google will deliver two-thirds of digital ads, optimization on these platforms becomes even more important in creating an ROI that pays off big time. With the growing use of programmatic advertising systems from IBM Watson, we will see a similar trend with traditional media channels, such as TV ads.
Review Changing Adoption of Social Networks
Social networks have continued to be critical in growing awareness of a brand. In fact, social network usage naturally increased, changing the relative importance of social networks as a method of generating awareness. As it turns out, people continue to engage with brands on Facebook and other platforms—but they’re more interested in curating their own content than sharing marketing messages.
We saw an explosion of video-sharing platforms like TikTok and Reels, where influencers create content as an extension of their identity rather than doing so at a company’s behest. In 2022, social media will continue to be an important way to get your brand message out into the world. Still, marketers must look beyond Facebook and Instagram towards these new platforms if they want to appeal to younger consumers.
Review Engagement Options for Messaging Platforms
WhatsApp, Messenger, and Snapchat have changed communication before their inception; email was king. Today, it’s all about digital messaging platforms—so much so that many dedicated apps such as WhatsApp, Messenger, and Snapchat are starting to offer more opportunities to reach audiences.
As a result, a new range of social media marketing tools is available, making sending out mass messages through multiple channels easier than ever. Among these is Sprout Social (or any other social media management software) that allows you to set up Facebook posts and Instagram stories from one place, manage Twitter direct messages from another and monitor activity on Pinterest from yet another tool.
Wrap Up
Consider these trends in 2022, which will help you enhance your digital marketing approach. Also, these trends not only give you great scope but help search engines to respond well to your marketing strategies.
