Digital Marketing trends have continued to grow over the past year, especially given the COVID-19 pandemic. People have found different and new ways to optimise their time and entertain themselves and their families using online platforms and digital technology. The same can be said for businesses, small and big, who have had to utilise new tools to increase engagement, performance and overall value with their consumers. They have in many cases been forced to better use online strategies like Search Engine Optimisation in order to be found by customers in an increasingly competitive landscape – Google’s search results page.
With SEO growing as a leading tactic in digital marketing, the SEO service market is looking to hit $19.5 billion by 2025 according to India West. Businesses without a SEO strategy will most definitely not be able to compete in the online world. According to this article, Google’s latest algorithm update allows marketing and business professionals to now have more control over search engine optimisation than ever before. The update also insists that businesses keep their websites up-to-date in order to promote good user experience – the better the experience, the higher the business ranks in search engine results. This on its own is a win for product or service providers that are looking to sell or market their offering online.
But besides SEO, here’s what else is expected to be trendy in 2022!
1. Artificial Intelligence technology tools
Building and Decor South Africa reports that personalisation is a key factor in the buying decisions of 86% of e-commerce customers. Therefore, the rise of Artificial Intelligence tools being used to understand consumer trends, clicks and interests will continue to rise amongst Digital Marketers next year. To customise e-commerce experiences such as sending coupons or relevant re-engagement emails, e-commerce service providers are already using big data to predict consumers’ demographics and behavior. This information all comes from the technology embedded in AI. The bigger attraction for organisations is the ability to automate digital marketing processes.
2. Chatbots and Digital Voice Assistants
Business 2 Community reports that due to the success of digital assistants like Amazon’s Alexa and Google Assistant, more people have become excited about the idea of chatbots and digital assistants. It gives customers an experience that is personalised which in turn will build their brand loyalty. We forecast that as early as 2022, businesses of all sizes will have to integrate chatbots into their digital marketing strategy in order to increase customer engagement.
3. Augmented and Virtual Reality Marketing
A number of digital marketers are currently using Augmented Reality ads. The experience that Augmented Reality offers is life-like and more exciting than just scrolling through product images. As COVID-19 has forced millions of consumers to buy online, the e-Commerce space has taken off, hence more spending occurred during 2020-2021 (read more about that here). With more people now habitually shopping online, creating alternative realities, or bringing the feeling or experience of a store or brand to the consumers own hands, allows for greater reach and will revolutionise the way we shop. Digital Marketers will have to integrate forms of AVR into their strategies in the coming year.
There are many more tools that Digital Marketers are going to need to optimise in the
upcoming year. As we’ve all seen with the revolution of technology becoming more and more consumer-based over the past year, it’s becoming pressing that marketers start rolling with the tech and finding their place in strategising in the unknown. From Chatbots to Virtual Reality, both rely heavily on Artificial Intelligence, therefore making the three intrinsically linked. We’ve already seen how platforms such as TikTok have exploded over the past two years (read more about that here), we now need to think of innovative ways to integrate these tools onto these mega-platforms.