In 2021, the marketing industry has evolved rapidly, embracing digital transformation more than ever, as it adapted to constantly changing virtual and hybrid business landscapes following the global pandemic. Some businesses saw slumps in virtual engagement and online traffic, while a few of them cautiously reopened.
Keeping up with these changes isn’t always easy for marketers. But to maintain a sense of relevance with the audience and succeed in the fast-paced marketing world, it’s vital to stay ahead of time.
Following are some cutting-edge and competitive strategies marketers tend to follow in 2022:
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Influencer marketing will evolve
Global marketing professionals planning to invest in 2022 believe that influencer marketing will be the topmost marketing strategy in the coming year. According to a Hubspot survey (Hubspot’s State Of Marketing Report), 57% of marketing professionals agreed that influencer marketing is effective. About 46% of them plan to increase their investments in 2022.
Marketers can expand brand awareness and gain fans from the influencer’s audience when marketers collaborate with influencers and industry thought leaders in their industry. More than 56% of marketers who have invested in influencer marketing are associated with micro-influencers. With their effective social media presence, these influencers have found a niche in their industry. They have started to play a more significant role in converting leads, connecting with audiences, and boosting brand awareness.
2. Video marketers to keep content short
Short-form content is considered the second most effective trend marketers are currently leveraging, and 20222 will see rapid growth. Over 31% of marketers now invest in short-form video content. In 2022, 89% of global marketers plan to continue investing in or increasing their investments.
Also Read: Three Personalization Trends Brands Should Watch Out in 2022
Long-form videos can offer depth and large amounts of information about a product, brand, or service to audiences. However, both B2B and B2C marketers have agreed that getting to the point with short-form videos can be much more effective.
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Mobile optimization
More than half of online website traffic comes from mobile devices. Mobile-optimized digital experiences will be even more vital to consider as a business owner as Gen Z continues to gain higher purchasing power. About 33% of global marketers invest in mobile web design, and 84% of marketers who focus on mobile web design plan to continue supporting the same amount or more in 2022.
4. Social media posts to overtake ephemeral content
Marketers have noticed that permanent social media content, including standard posts, videos, and live events, is more effective within their marketing campaigns than ephemeral content.
About 44% of global marketers plan to increase their investment in permanent social media content, while 8% say it generates the most ROI compared to other marketing strategies they leverage. According to 25% of them, ephemeral content is the “least effective” trend they have invested in.
Also Read: B2B Marketing Predictions to Watch in 2022
5. Companies to prioritize social responsibility
While 31% of marketers believe social responsibility is ineffective for campaign engagement or performance, 45% plan to invest in it throughout the following year. A Mckinsey research predicted that customers would more heavily support brands that demonstrated affinity for all customers, employees, and shared causes.
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Experiential marketing to make a comeback
According to 58% of marketers who currently leverage experiential marketing call it an effective strategy, while 48% of this group plans to increase experiential investments in 2022. Additionally, 9% of marketers plan to invest in experiential marketing for the first time.
7. Marketers to embrace infographic data
Along with the visual appeal, Infographics are also packed with useful data and informative information. This makes them incredibly engaging to web visitors and social media audiences alike.
About 45% of marketers are already using infographic data, while 38% plan to leverage this for the first time in 2022.
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