Digital marketing is always changing and evolving, but 2022 will likely hold some dramatic changes. Businesses and brands must not only plan for the future of digital marketing but be prepared to take advantage of it.
Owing to its several benefits, the digital marketing industry has undergone significant growth in recent times. A firm functioning in an industry experiencing such rapid growth needs to be conscious of all prominent market trends in order to cope with them timely. For a company to be able to capitalise on market changes, it needs to be well aware of the evolving market dynamics.
A list of some notable trends that are expected to dictate the digital marketing industry in the following year are discussed below:
Meta is everywhere
Facebook officially changed its name to Meta, and is now betting big on the Metaverse. This is a big bet on the future of the web and CMOs should start looking for opportunities for their business in these areas.
Influencers continue to grow (even in B2B)
Influencer marketing is expected to reach $ 13.8 billion by 2021 and continue to grow. Promotional campaigns naturally provide context and coherence as the promoter supports the product. B2B products also continue to welcome promoters – Adobe, SAP, GE and PWC have all adopted the practice.
Advertising is challenged by privacy
Modern digital ads rely heavily on data for automatic development. New privacy rules such as the iOS update and the pending deletion of cookies reduce the data used in intelligence. Marketers should evaluate the impact this will have on their advertising and be diligent.
LinkedIn is ever growing
LinkedIn continues to be a rising star in the digital space. Each quarter they show great benefits to active users every month and interaction on the platform. They also continuously introduce new features that drive better business results and pages.
SEO is highly integrated
Search engine optimization is one of the oldest and most important forms of digital marketing. As search algorithms continue to be smarter and more relevant, advertisers need to focus less on hacks and “tricks” of SEO and more in providing outstanding and meaningful information to their users.
Digital jobs continue to grow
According to LinkedIn, digital skills are the most needed. However there is a huge skills gap between the number of businesses looking for digital skills and skills in the marketplace.
Advertisers need to develop skills to stay relevant, and leaders need to have digital plans for their organization.
Facebook (Meta) is here to stay
There are a lot of articles about people leaving Facebook, but the truth is that Facebook is not going anywhere. Facebook now has nearly 3 million users and the number of users is growing every month. Marketers should assume that Facebook will continue to dominate.
Less is more
The explosion of digital marketing options means that more and more businesses are losing weight over too many channels. Smart businesses focus on managing a single channel. Advertisers should be more focused and aim to do a few things better.
Foundations are still very important
It is easy to be distracted by the glittering new digital products. Advertisers love new trends and being at the forefront of new technologies and platforms. Yet the reality is that much of the growth of the business is still emerging from the basic tools in digital advertising. Don’t forget to focus on your foundation. Generally, improving your basic digital usage will give you a better return on investment than testing (and distraction) with all new tools.
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