No one can predict exactly where internet marketing will take in the future. But after the uncertainty of the pandemic 2020, the next year turned out to be more stable. The trends of 2022 will continue the marketing trends of 2021: technology, content, and personalization are still in first place. We will tell you what digital marketing trends you should pay attention to in 2022 in this article.
Conversational Marketing
If traditional marketing is one-sided and does not involve feedback, then modern digital marketing adapts to the user and communicates with him on platforms that are convenient for him and is not limited to one – it uses conversational marketing. Users like this interactivity: 82% want to receive an immediate response from the company on marketing and sales issues, and 90% expect a quick response from the support service. It gives the ability to respond quickly, collect detailed data about users, and personalize communication.
Chatbots remain a popular conversational marketing tool. Robots respond instantly 24/7, and artificial intelligence makes them smarter. The chatbot market is growing exponentially, with a projected value of $102 billion by 2026, up from $17 billion in 2020. A user-friendly interface, loading speed, and the ability to communicate with the company through a mobile application will remain important for conversational marketing.
Semantic search
“Smart” search has entered the trends of the Internet 2022 when search engines offer the user content that is most suitable for his request. On the one hand, robots recognize the true intent of the search: they understand queries with errors and strange sentences. On the other hand, the content of sites is evaluated differently. Above in the output line, that page will appear, where they more accurately answer the question.
It will not work to deceive the system with the right keywords for an irrelevant text query – robots are getting better and better at determining the quality of content by context and user reaction. It is important in 2022 to write for people, not machines. Many bookmakers and casino platforms use this method of marketing – for example, 22Bet. The program offers the client an advertisement of the site with the opportunity to win good money – and when he enters the platform, he can immediately start playing using the 22Bet login.
Artificial intelligence
AI will continue to take over digital marketing, from chatbots to content creation. Robots analyze user behavior on platforms, provide marketers with more detailed customer journey analytics, and personalize targeted and contextual advertising.
Example. Facebook using AI optimizes ad texts for users and determines what to highlight in the ad: title, body text, or description. The choice depends on the user’s reaction to other ads.
Artificial intelligence is penetrating into areas of marketing that are considered inaccessible to machines due to their inability to be creative – content creation.
Video Marketing
The video format has been part of digital trends for years: 60% of businesses already use video in marketing, and 66% of people say they would rather watch a short video about a product or service instead of reading an article.
Youtube remains a popular platform: from 2012 to 2020, the audience of the service has grown from 800 million users to 2.3 billion.
However, in 2022, digital marketing will capture short video formats of up to 1-3 minutes. The short video app TikTok remains number one in the world in terms of downloads, now over a billion.
Geofencing
Geofencing is a technology for tracking users who enter a certain territory. There they instantly receive notifications: push, SMS, and others. The purpose of geofencing is to capture the client here and now. Studies show the effectiveness of this method: 53% of buyers made a purchase after a message in a geofencing area.
Example. You pass by a clothing store and receive an SMS about the sale of outerwear in this store.
You can determine the position of the user through the device ID via GPS, Wi-Fi, or cellular data. You need to work with the user even after he has left the geofencing area: show ads and send individual offers.
The geofencing market is projected to reach over $2 million by 2025. As of 2021, 54% of users in the world access the network from mobile devices, and this figure is growing year by year.
Live broadcasts
Live streaming will continue to evolve in 2022. The market is growing: according to forecasts, by 2028 it will reach $223 million. A live format is more trusting than a recording or just a commercial – the user communicates with the brand directly.
The live broadcast is not necessarily a broadcast from the event, a series of questions and answers, but also full product reviews.
The boom in live-streaming for sales shows China – the trendsetter in retail for the whole world. The total number of live e-commerce buyers in China will reach 320 million, of which 60% (194.2 million) buy via social media live streaming at least once a year.
