Top 2022 Digital Marketing Trends [FREE GUIDE]
Published by Spinutech on January 25, 2022
Adopt these fast-moving digital marketing trends to fuel your organization’s success.
As every brand turns their sights to making their 2022 goals a reality, our senior strategists identified the most important trends impacting their areas of expertise this year — and discussed what your organization can do to keep up with them.
Here are some highlights from our guide, 22 Digital Marketing Trends to Know in 2022.
1. Increasing Reliance on First-Party Data
First-party data is going to continue to grow in importance as cookies — and therefore most third-party data sources — become obsolete as a targeting source for paid media ads.
Spinutech suggests ensuring your lead/contact forms are optimized. Strive to find more creative and effective ways to capture top-of-funnel leads on your website by utilizing gated content, exit intent pop-ups, and/or other ways to get early hand-raisers to willingly share their information. Once we have this first-party data, our paid media strategists can use it for audience building, but we can also reach these audiences using email and text messages.
After a user raises their hand for more information, email and/or text messages can keep them informed and engaged with your brand and keep them coming back for more.
2. Growing Expectation of Hyper-Personalization
Users are increasingly expecting personalized experiences from the brands they interact with. By leveraging CRM data and marketing automation technology, we can craft highly personalized email messages and web content to prospective clients and customers.
Forms can be pre-filled with user information for returning visitors, chatbots can welcome someone back to the website and provide a more personalized message, and email and text messages can be personalized to make mass-marketing feel more like one-to-one.
3. The Rise of the TikTok Creative Evolution
TikTok is no longer a fad, and it’s not just for young people anymore, either. It already has more daily users than Twitter, Pinterest, and Snapchat. More brands are diversifying their channel mix beyond Facebook and Instagram with TikTok gaining a foothold as a primary channel.
TikTok’s explosion in popularity in the U.S. has led to nearly every platform adding some version of “vertical video” — think Facebook and Instagram Reels, YouTube Shorts, and Pinterest Idea Pins. Creating vertical videos has become an essential element of social media marketing.
As for paid ads, TikTok campaigns have been best used to build upper funnel awareness and mid funnel traffic campaigns, while limitations to their tracking pixel make conversion campaigns less efficient on Facebook and Instagram. With a Shopify partnership and plans to update their pixel within the calendar year, TikTok may warrant a larger portion of your social media ad budget.
4. Investments in Event-Based Analytics
As browsers change the way they handle cookies and information about users, organizations must adapt their digital marketing campaigns. Understanding the key changes with GA4 and CAPI will ensure a smooth transition to measuring and evaluating performance.
A lot of companies are currently using the Universal Analytics (UA) version of Google Analytics, but it’s only a matter of time before that version is sunsetted in favor of Google Analytics 4 (GA4), which is 100% event-based compared to the session-based UA. Facebook is also rolling out Conversion API (CAPI) — server-side event-based tracking — as artificial intelligence and machine learning become more relevant due to privacy changes.
It’s best to implement dual UA and GA4 tagging on your website to begin collecting historical data and if you’re using Facebook for advertising or conversion tracking, explore CAPI to align with Facebook’s best practices and metrics.
5. Amazon Advertising Ascendant
Amazon continues to invest in its digital advertising offerings and services even more in 2022. The retail giant has been stealing increasing market share from Google and Facebook, and is now the third largest and fastest-growing advertising platform.
This isn’t surprising. Amazon has a distinct advantage in the advertising space as it comes with a curated audience that is solely interested in buying products and services. If you’re an Ecommerce-focused business, Amazon ad spend should be a part of your 2022 business strategy.
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See the rest of the Spinutech team’s 2022 digital marketing trends when you download our free guide: