The Top Marketing Trends for 2022

2022 is here and with it comes new trends, tips, and changes for the marketing world. There are many changes in the new year with digital marketing becoming more expensive, and privacy increasing in importance now that Google has decided to remove their Cookies tool. We decided to collect some of these new trends and share them with you for a successful and efficient start in the new year! 

1. Influencer Marketing Continues to Grow

Influencer marketing is not a new trend, in fact it has gained extreme popularity in the last couple of years. However, the industry is projected to become even bigger in 2022, with it reaching $13.8 billion in 2021. It is predicted to continue this growth in 2022, and even become a trend for B2B brands to adopt. Influencers aren’t going anywhere and using this tactic for your marketing campaigns is an excellent way to target your audience. 

2. Changes to Consumer Privacy 

Privacy changes are an important trend this year which are predicted to make digital marketing challenging. Google has announced their plan to “phase out third party cookies entirely.” While partial tracking of consumers will continue, there will be a huge reduction of data generated as well as rendering “some ad software and platforms” useless. However, according to HubSpot, there is still a light at the end of the tunnel as this could “open the door for innovation in advertising.” We could start to see new, better, marketing trends appearing with less reliance on technology and more skill being used.

3. Social Media Still on a High

With the announcement of the Meta in 2021 by Facebook, a lot of change has happened within social media. While there seemed to be less use for Facebook in the last couple of years with people leaving the platform for Instagram or Snapchat, Forbes reports that Facebook has “almost 3 billion users and the user numbers grow every month.” Facebook, and Meta, could be a critical tool in digital marketing in 2022. 

Not only that, but LinkedIn is growing as well, Forbes referring to it as “rising star in the digital space.” LinkedIn has been gaining an increasing number of new users every month. Moreover, these users are actively engaging with the platform and all it has to offer. They are also creating many new features that are extremely useful for businesses to gain better results.

4. Personalization and Experiences Are Ever-So Important

Just like last year, personalization and experiences are still growing in popularity. It is clear that consumers want personalization of marketing and product. They also want experiences. Experiences are still a driving trend for consumers and it will be a rewarding trend for brands to follow. As Forbes put it, “Experiences are the new social currency.”

5. Algorithms Create User Experience

One of the most important trends for 2022 – Search Engine Optimization (SEO) is taking a back seat. It is becoming clear that, while SEO is a valuable marketing tool, the more sophisticated and efficient search algorithms are what provide their users with a better experience. SEO should be less of a focus in 2022, with user experience being top priority. Digital marketing is increasingly becoming run by algorithms now, which is a great thing as these algorithms are fantastic at creating an excellent user experience with content that users want and enjoy!

6. Online Events Are Here to Stay

The COVID-19 pandemic changed quite a lot in the last two years. Forcing brands to come up with ways to engage their customers with their products and services from a distance. The answer? The Internet. Moving things online has been a common theme for many events and this trend is here to stay in 2022. According to BetterMarketing, it is a “great way to spread word about your brand to existing clients and potential new ones.” It’s also a great way to include more people and avoid cancellation due to COVID-19 restrictions.

7. Focus on Your Audience 

BetterMarketing makes it clear that right now social media “owns your audience” but this needs to change in 2022. You need to “own your audience”. Instead of putting a majority of your efforts into Instagram, Facebook, LinkedIn, and Twitter, focus on something only your brand can put out there. This ties in with the trend of personalization. You want to create something custom for your consumers, something relevant to your audience. An example of this could be a newsletter, sent directly to their email, written by you! Social media is a key component in marketing, but don’t let it control your audience and how you communicate with them.

8. Simplicity is Key 

As Forbes writes, “less is more.” With that in mind, 2022 is the year where continuous content is less important and simplicity is the main focus. With so many options, platforms, trends, and more, it is becoming difficult for brands to maintain a clear focus. We’re here to tell you that one main focus on one platform or trend doesn’t mean you’ll get left behind, in fact it’ll only help maintain a strong and successful campaign. 

Do more by doing less. What do we mean by that? Find a platform you excel at and put all your energy into being the best on that platform rather than splitting your efforts multiple different ways. This doesn’t mean you can’t have other platforms, just put a smaller focus on them! Consumers want unique, simple, and personalized content, so having a main focus can ensure those quality results.

9. B2B Marketing is Gaining Momentum

According to BetterMarketing, Business-to-Business (B2B) marketing is predicted to be a huge new trend in 2022 with an increase in B2B content. The key to this? LinkedIn. It is becoming more and more essential to reach out and create those crucial connections with businesses. Focus on creating B2B content and address topics that might be helpful for B2Bs. Forbes tells us that these brands are even starting to use influencers to market their services and products.

10. Storytelling Isn’t Going Away

Storytelling remains one of the most significant marketing trends even in 2022. As said before, customers are looking for that personalized experience and what is more personal than inviting them into the heart of your brand? By using storytelling, you tell your audience why they should buy from you, what makes your product or service so unique, and why your brand message is so important. A focus on storytelling will give consumers exactly what they are looking for in a market with so many options. This trend is crucial for all brands and a great way to market to your target audience.

Change has been a constant force in the last couple of years. With the struggle of the pandemic, technology becoming more prominent and efficient, and the rise in new marketing trends, it is easy to get lost among all the new and exciting tools and experiences. However, it is important to remember the foundations of marketing and your brand in order to create meaningful, unique, and personal experiences for your customers.   

Photo by Isabela Kronemberger.

Written by Quinn Donovan.