Digital Marketing trends changed forever in 2020 in the wake of a global pandemic that confined millions of people at home for weeks and closed the doors of thousands of businesses. Internet and new technologies were essential to connect people and reactivate businesses.
However, to continue forward, it is necessary to remain attentive to the changes and novelties that appear in Digital Marketing, whose various techniques have a lot to do with Inbound Marketing aimed at attracting customers.
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We live in a modern multitasking world where time is our most precious commodity. Around 35% of the searches that Spaniards do on the Internet can carried out without typing or even looking at a screen, according to the Spain Digital Report 2021. Consequently, virtual voice assistants such as Siri, Cortana, Google Home, or Alexa have increased exponentially.
And the trend is growing, as confirmed by the study Voice Assistant Market Player Strategies, Monetization & Market Size 2020-2024 carried out by Juniper Research in 2025, the number of voice assistant devices in the world will reach 13,500 million.
Therefore, Digital Marketing specialists should not overlook these tools that must be integrated into future actions. The possibilities to connect and resonate in the audience’s minds are endless with formats such as audio or podcasts.
In addition, the content of the websites must be optimize to be visible to these voice searches and continue to attract traffic by opting for a more conversational and direct language that aligns with the user’s queries.
The ability to use an image to search for information without describing what you are looking for is known as visual search. Today, it is possible to upload a photo and obtain information about it through applications such as Google Lens, which more than a third of consumers are already using.
It can be demonstrate by statistics such as the one offered by Invesco more than 36% of online shoppers confirm that they have used visual search. More than half of them affirm that this type of visual information is more beneficial to them than textual information.
Large companies like Amazon or Pinterest have already seen a surge in the popularity of visual search in recent years. And in 2022, we are likely to see both large and small corporations improve their visual search capabilities by redesigning their websites to get on board with this trend.
The user-generated content (UGC) is a powerful tool to boost the brand image, improve the website’s SEO, and improve the user experience. Therefore, it is one of the clear trends for 2022.
As its name suggests, user-generated content means that customers create quality content for the brand. It includes everything from reviews to posts using a specific hashtag to product unboxing videos. Customers value these interactions, which help reinforce social proof before investing in purchasing a product or service.
Far from requiring a complicated implementation, to integrate the UGC in a Digital Marketing strategy, it is enough to incorporate user reviews about a product in an online store, facilitate comments in blog articles or enable a question and answer section where users can raise their queries and obtain the solutions they need from the brand.
The integration of e-Commerce within Social Networks is another Digital Marketing trend for 2022. Platforms such as Instagram, Facebook, or Pinterest are working to make it possible to buy from the publications. That online stores make on networks by tagging products for followers to transact without navigating outside of the app.
It is about giving a twist to Social Networks, turning them into a communication channel and into a direct sales channel that also allows traffic to the website and product pages to be increase.
By 2022, 80% of global Internet traffic will come from downloading and viewing audiovisual content. We must not forget that this setup is more entertaining and visually attractive than text for users. For this reason, Google positively considers those websites that incorporate video content.
In this way, Video Marketing is position as a firm trend with a future. Since it is one of the most effective channels to inform, educate and entertain customers. In addition, it is the preferred channel for most consumers to find out about a brand’s offers.
Video Marketing is not only limited to producing content for platforms such as YouTube. But its power can be harness through other communication channels to encourage interaction, such as Social Networks. For example, a simple live stream on Twitch or Instagram can deliver traffic, viewership, and engagement.
Programmatic advertising involves the use of software to buy digital advertising. While the traditional approach includes quotes, bidding, and human negotiation requests. Programmatic buying uses machine learning, artificial intelligence, and algorithms to acquire online ad space and target specific audiences.
Buying is done through real-time auctions where ads can bought simultaneously, and a visitor loads a website. Programmatic advertising can be found in various digital channels, including display, mobile, video, and social advertising (Social Ads).
This automation is much more efficient and faster, which means higher conversions and lower business customer acquisition costs. Therefore, it is interesting that Digital Marketing specialists consider including programmatic advertising among their strategies starting today.
Chatbots will continue to be a key trend in Digital Marketing in 2022. This AI-based technology uses instant messaging to chat in real-time (24/7) with customers or website visitors.
These virtual assistants offer excellent customer service that makes them feel listened to and liked and meets their expectations quickly and agilely. For its part, it allows companies to automate repetitive tasks and concentrate on other essential functions.
These are the ten trends that will mark 2022. We recommend you consider whether you manage your own company or are responsible for designing and preparing the Digital Marketing Plan as one of the critical actions of the Marketing Department.
Digital marketing trends are acute changes in the strategic direction of the digital marketing. Landscape (including the evolution of marketing techniques, consumer sentiments, and underlying technologies) that impact the way marketers should interact with their target audience.
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