2022 has been the most turbulent year for digital marketing trends. The combination of the COVID-19 pandemic, his continued rollout of 5G, rapidly evolving data regulations and the threat of a recession has dramatically changed the digital landscape and created new challenges for marketers. I’m here.

What have marketers done right so far in 2022, and how can your business emulate their strategies? Below are the top five digital marketing trends for the rest of the year.

1. Improve data independence

The first trend is the most important, but also the least noticeable. Google will phase out third-party his cookies in early 2023, so marketers still have to manage data collection. Without these cookies, marketers lose access to large amounts of valuable data. And targeted advertising (at least in its current form) is all but dead.

Marketers who aren’t ready for the data tap to turn off will find their department in crisis. We’ve already seen what happened to Facebook when Apple changed its privacy policy for his iPhone users (spoiler: Facebook’s stock suffered his biggest one-day drop in market history). was).

Businesses are preparing for this massive shift by building data collection structures into their campaigns. Emails, CRM tools, surveys, and social media interactions are just a few ways to collect data directly and start your data independence journey.

2. Shoppable Live Streaming

Video marketing dominance is not a new digital marketing trend, but 5G is changing the video accessibility landscape. Live streams are now instantly buffered in HD, giving more viewers access to live content and enabling marketers to respond to customer needs in real time.

This is ideal for marketers given that viewers spend three times as much time watching live content than pre-recorded content.

Sephora’s shoppable livestream is a prime example of how brands can provide actionable value while connecting with customers on a personal level. In that case, the product hardly needs to be marketed.

Live streaming sales start with a solid plan. Develop your tone, incorporate your brand identity creatively, and invest in resources like green screen backgrounds and free sound effects to make your video dynamic and eye-catching.

3. VR/AR mobile experience in 5G

Virtual Reality (VR) and Augmented Reality (AR) have been around for a while, but they’re the hottest thing in the gaming industry (anyone still playing Pokémon GO?). With the advent of 5G, everything changed.

Now millions of mobile users will have the bandwidth they need for seamless VR/AR experiences.

With online shopping hitting all-time highs, AR is being used to try on virtual clothes, product demos, and try on furniture. Popular clothing marketplace Etsy already has his AR feature in its app, followed by major brands like Adidas and Tommy Hilfiger.

VR is also changing the nature of consumer interactions. Brands can move customers into immersive spaces (such as courtside at an NBA game) or put products in the hands of prospective customers. Lowe’s chose the latter with a virtual “how-to” feature that teaches users how to do her DIY home improvement projects in VR.

4. Visual storytelling

Standard blog posts and homepages are no longer useful. Customers love creating immersive experiences with videos, images, and text.

This isn’t just because you can’t concentrate, it’s part of your brain’s learning mechanism. Most people are visual learners, and as a result, visuals are easier to remember and easier to engage with. In fact, engagement from visual content is 180% greater for him than from text alone.

Brands can take advantage of 5G to turn articles and entire websites into story vehicles. Adding background videos to your home page, video-based product descriptions to your product pages, and animations to your blog posts are just a few ways to enhance your visual appeal. You don’t even need a production team to create it. Using a freelance graphic designer and some stock footage can add depth to your content.

Check out the Gucci website for examples. We’re doing the best visual storytelling right now.

5. Value-based marketing

Social media has, in a way, turned brands into people. They are given a voice and personality that consumers can interact with (Take Wendy’s famous Twitter strategy for example). As a result, consumers expect brands to have real-life values.

As such, brands need to offer more than solutions to problems. For consumers to feel safe opening their wallets, they need to be “good people.”

Sustainability and diversity top the list of key consumer values, and consumers are willing to abandon brands that don’t reflect these values.

Brands cannot release blanket advertisements or donate to convince consumers. Their core values ​​should permeate every aspect of the company, from marketing to customer support to office culture.

The exodus of companies from Russia following the recent invasion of Ukraine is one example of how far brands can live up to their core values ​​in 2022.

Redefining your digital marketing strategy

2022 is the year of transition for digital marketers. The world is transitioning from pandemic to his 5G and away from third party his cookies. As a result, many of this year’s top digital trends are in the preliminary stages, such as building data collection structures and preparing new campaigns incorporating his 5G technology.

New territories ahead mean more risks for marketers. We don’t yet know what works and what doesn’t, but successful brands can embrace this transition period and prepare for the challenges of 2023 and beyond.

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