Is 2021 almost over already? The last two years were a hell of a roller coaster ride for businesses and their marketing strategies. We’ve recognized that digital and traditional marketing are inextricably linked, and everything in business now needs to be viewed as one connected clockwork.
The teachings of the pandemic era are showing us the emergence of new trends in business. Upon that, Google announces that it is discontinuing the third-party cookies on chrome. Now marketers have to amalgamate traditional sales strategies and digital marketing standards together to generate and convert leads.
Let’s look at the new emerging marketing trends that businesses should look out for in 2022.
1) Third Party Cookies Would Die Out
Google has announced that it would phase out third party cookies from its browser, chrome, by 2022.
Many advertisers and companies rely on the ability to track individuals around the internet. Users’ privacy concerns, on the other hand, have grown increasingly essential. It occurred during the adoption of GDPR (General Data Protection Regulation), which increased consumer awareness of their online privacy. Users aren’t “accepting all cookies” anymore.
These changes demand digital marketing executives to go for some radical changes in their strategies.
Many companies are beginning to use first-party data, or even zero-party data, to acquire customers’ information and serve appropriate advertising to boost online sales.
The use of zero-party data is growing in popularity. In a nutshell, it’s information provided directly by a customer to a company. For that, digital marketing departments can use online polls, quiz gamification, or simple online engagement between consumers and brands.
Tip – Companies need to update their CRM software solutions. It’s because such data will become increasingly important if cookie tracking is no longer possible.
2) Go Digital, Like You Go Traditional
With the announcement of Metaverse, we can envision a future where the potential customers are no longer a bunch of data in the digital world. Even today, thanks to enhanced internet capabilities, we’re engaging with potential clients as we’ll do in a business seminar.
During the pandemic, we saw that a lot of seminars went online. The online channels of business collaborations will continue in 2022.
Seminars, online or offline, give businesses the opportunity to collect data directly from hot leads.
The business developers can use the information to create customer profiles and communicate directly about how doing business together can benefit the potential client. It will reduce the need for third-party data and will aid in the development of a deeper relationship with the audience.
Online events may not generate a lot of money at once, but they will surely help your company expand in the long run.
3) Think Beyond Social Media
Companies cannot miss social media marketing. However, on social media, it is hard to connect with your audience closely. Why? Let’s see!
a) On social media networks like LinkedIn & Twitter, your audience is, in reality, the customers of the medium and not you. The metrics and algorithms are decided by the social networking company and not you.
c) Users on social media have a minuscule attention span, often less than three seconds. As a result, ensuring that your material reaches your intended audience is difficult.
There will be an emerging trend of content personalization in 2022, and newsletters are the silver bullet for that.
Your content writer can draft engaging newsletters tailored for the potential customer. Your audience’s email is a private zone, and if they’re willing to let you in, you’ll almost certainly receive their full attention.
If you do get into their email, though, your marketing plan will need to change. Content must become even more tailor-made and relevant to particular demographics.
People will become increasingly selective about what content they consume in the coming years. Your competitors might already have started working on their content strategies. It’s high time that you do the same.
4) Brand Image will become Top Priority
While online advertisements are a critical tool in your marketing arsenal, they will become more costly. You must be aware that Google employs bidding as a method of billing. Therefore, the price of Google Ads has been steadily rising year after year.
To create a positive image, brands must use the right keywords and establish an engaging communication channel. In other words, brands must drive genuine word-of-mouth by offering excellent service to their clients and keeping in touch with them frequently.
Tip – You should focus on organically increasing brand loyalty. Consider developing a content plan that will benefit your audience in the long run. Instead of boasting about your services, create value-adding content like instructional videos, podcasts on customer pain points, or detailed DIY guides.
For instance, there is a blog my team wrote on the rights and responsibilities of everyone in a company who are using monitoring solutions for productivity. Of course, you must provide material that demonstrates how your product will address a problem; however, you must also educate your audience on how to use it responsibly and efficiently.
The audience appreciates socially responsible brands.
Find ways to compel your audience to subscribe to your newsletter so that you can establish the coveted personalized channel of communication with them.
5) Automation in Marketing
In 2022, we will witness an increase in the usage of data-driven marketing efforts across a broader range of businesses. Marketing automation, for instance, will make your digital marketing strategy more productive by allowing your team to automate workflows and spend less time on repetitive operations.
Marketers will, however, be able to create consumer profiles and nurture them along the sales funnel. The “one size fits all” strategy has long since ceased to be effective, and it’s past time to consider segmenting various techniques, content, and sizes based on your target demographic.
Customers are getting increasingly knowledgeable and sophisticated. Analyze what your target segment searches online. Also, the time your potential customers are most active.
Examine the search intent like article titles, links shared from other websites and social media posts about your brand and the business vertical in which you work. Based on these studies, provide your audience with content that helps them to make informed decisions.
Marketing strategies keep changing with trends. What remains constant is the importance of customer retention.
Businesses should also take a more proactive approach to client retention. Most are still seeking fresh acquisitions at the moment; yet, with the digital market becoming increasingly competitive, client retention has never been more crucial.
With Client retention, you get positive word-of-mouth that will drive more sales in 2022 than ever before. It will help you boost your brand recognition and the trust of people in your brand.