The digital marketing landscape adheres to Darwinian evolutionary principles: species that adapt survive and those who fail to do so, die out. This explains why businesses that keep on top of changing trends usually come out as leaders.
Considering how competitive the digital marketing landscape is, it’s not surprising that this is the most Googled topic. Social media marketers and influencers like to keep a close on the latest trends because they will shape the future of digital marketing. Knowing what’s coming and implementing the changes accordingly will help businesses align their strategies with the newest digital marketing trends.
If you want your business to expand and thrive in 2022, look out for the following digital marketing predictions.
1. Shift in the marketing budget.
By 2022, nearly 90% of the marketing budget will be designated for digital marketing. By 2023, many companies will allocate all their marketing resources to digital. You can most companies forego their traditional marketing strategies.
2. Increase in voice searches.
Voice search will become the leading method of conducting research, online shopping, etc. People are already using voice commerce sales. By the end of 2022, it is expected that voice searches will reach forty billion dollars in the United States. Most companies are already gearing up for this trend.
3. Directed marketing.
Yes, this trend has been around for a while, but it’s expected to reach hyper speeds by the end of 2023. Why? Most consumers are annoyed by the constant bombardment of ads. They are only interested in ads that suit their needs.
4. Complete shift to mobile marketing.
Remember the transition from desktops to laptops, and then laptops to mobile phones? Soon, everything will shift to the phone. Designing responsive websites and apps that are mobile-friendly will no longer be an option, rather a requirement for all businesses. How serious are consumers about mobiles? According to Statista, Mobile advertising spending will surpass 339 billion by 2023.
5. Content marketing for selling.
Content marketing will shift to content selling. This means that companies will use this strategy to sell their products directly to customers. Now, most B2B companies are functional due to content marketing. With the arrival of content selling, the focus will change. However, the results will still matter.
6. Artificial intelligence and automation.
By 2023, most companies will implement machines and AI to provide users and consumers with a better experience. In fact, expect to see a marriage between artificial intelligence and marketing automation. For example, AI can be used to obtain data insights by marketers where data engineers are unavailable. AI can also be used in the personalization of product recommendations and sending personalized messages through chatbots.
7. A single tech provider.
Currently, many companies rely on several marketing cloud services. The average company uses around 90! By the end of 2023, companies will shift to one technology provider for a one-stop solution to tech issues.
8. Social media popularity will drop.
As shocking as it sounds, social media platforms are losing their credibility. Why? You can blame multiple privacy and data breaches and scandals. Users will revert to public relations and email for inspiration.
9. Just-in-time marketing.
Do you recall seeing an ad pop up for shoes you were Googling yesterday? This is just-in-time marketing. Seeing ads that showcase your interests. Currently, only 38% of companies are employing this strategy. And those that do have experienced a jump in revenue by 25%. Soon, every company will shift to just-in-time marketing.
10. Increase in stats and analytics.
In the future, marketing will heavily rely on statistics and analytics. You can expect the demand for growth hackers and marketing analysts to surge.
11. Content personalization.
By 2023, most companies will implement marketing personalization to seek better results. This content speaks to the reader, i.e., something they can relate to.
12. Marketing automation.
In the future, sales and marketing departments will collaborate to get better results. You can expect both departments to merge their efforts. This will lead to marketing automation which will significantly improve sales and marketing efforts.
13. Audience change.
By 2021, most consumers will belong to the Generation Z category. This means companies will be catering to a completely diverse and different audience. To fulfill this need, vloggers, bloggers, marketing and PR companies will increase.
14. Data and privacy breach.
With a changing audience comes a shift in ideology. Members of Generation Z care immensely about data breaches, morals, confidentiality clauses, and privacy scandals. Many consumers will commit to brands that offer complete and total transparency.
15. Brands will offer niche content.
Due to content saturation, it is very difficult to get organic rankings for specific keywords. To address this concern, brands will offer niche content to approach specific buyers. This involves combining what the brand does well or sells well (popular product) and specific industry. For instance, if your brand specializes in latex gloves, your content will address the healthcare industry and how they can benefit from your product.
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