2022 Marketing Trends and Predictions from Business Experts: Part Three

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We asked business leaders and experts what marketing trends and predictions they had for 2022. Here are their answers to help you get a jump start on growing your business in the new year.

 

John McGhee, Owner, Webconsuls

The biggest marketing trend in 2022 will be focusing more on customer needs. The central theme with most marketing content today is how great the product or service is. Most content is implemented to support this central theme - showing features of the product/service, testimonials saying how great it is, comparisons with similar products or services, etc. This central theme will shift to illustrating how the product or service can solve a problem for consumers. This helps you stand out in a saturated market, resonates with consumers more, and automatically includes an aspect of social proof. The supplemental marketing efforts that promote products and services will be similar for the most part, but the central theme of content will change to focusing on how what you're selling solves problems in 2022.

 


 

Andrew Maffettone, Founder/CEO, BlueTuskr

Start investing in SEO now! Paid advertising will always be a great marketing strategy but with the increased complications around tracking, digital marketing is going to start to become just like traditional marketing so developing a strong content strategy can really help bring down your overall CPA and allow you to focus on other strategies outside of paid ads.

 


 

Ashley Richmond, Director, Help Us Gather (HUG)

Even though 1 in 4 U.S. adults lives with a disability, mainstream marketing campaigns rarely include people with special needs. People want advertising that reflects their reality, and savvy companies large and small are realizing the value of true diversity. In fact, featuring people with disabilities in marketing was recognized as the #1 brand humanity trend by Biz Community in 2020<https://www.bizcommunity.com/Article/196/423/199468.html>, and HUG is fielding more requests than ever for companies looking to hire people with disabilities for print, TV, video and social content.

 


 

Jeff Meeks, Director, EnergyFit

*The pandemic left a flood of available retail space, and eCommerce businesses, as well as traditional ones, have used it to create a new marketing model, the pop-up shop. These temporary stores not only create additional physical points of sale, but they also allow for valuable promotions and customer engagement. And they have proven effective as last year, they generated 20 billion dollars in revenue, and increased eCommerce business by over a third.* *Pop-up shops, from a marketing standpoint, create an avenue for businesses to give customers a tangible feel and introduction to their products that their audience may not have had previously. They also provide the opportunity for businesses to engage with customers, collecting additional data that can be used for further promotions. Due to their low cost, sales generating potential, and data collection abilities, pop-up shops will be a marketing technique that will gain momentum in the coming year.*

 


 

Simonas Steponaitis, Marketing Manager, Do Fasting

Voice-activated digital assistants continue to be huge sellers. The popularity of voice search both at home and on our phones has led to one of the most significant shifts in using keywords. When writing content, choose your keywords based on the questions people may ask when using Siri or Alexa. This can increase your visibility, and this digital marketing trend shows no sign of slowing down. On the other side of the spectrum, users can now upload an image and get information about an item just from a picture. If they’re uploading a plant photo, the search returns species information, while a landmark image will return historical data. When a user searches for a product, it returns similar products and where to buy them. Google Lens, Pinterest Lens, and related search tools turn a user’s camera into a search bar. How can you leverage these searches? You can add high-quality images and tag them with descriptive keywords. For voice search create more informative content, choose your keywords based on the questions people may ask when using Siri or Alexa. Mobile-first websites will enjoy increased popularity. With the prevalence of smartphones for the majority of our internet browsing, more websites are created with a mobile-first design. This simply means that when the website is being designed, it’s mapped out on the smallest screen first to deliver the best experience to mobile users while including features designed to improve mobile use. This can consist of touchscreen-friendly navigation, streamlined navigation menus, less text-heavy content, and functions like collapsible menus. The website will still work correctly on desktops and large screens, but the user experience is tailored to mobile users. You will benefit from fast page loading, improved SERP, mobile integrative features like voice detection or camera use, and an overall improved user experience to help increase conversions. Finally, User-generated content is gold and helps build trust with your audience. It can help increase your brand’s search rankings, credibility, and overall Engagement. By leveraging your fans’ content you can create meaningful relationships that foster long-term engagement. Find this content by searching your brand on social channels or asking for users to participate and provide content through hashtags.

 

 


 

Jordon Scrinko, Founder & Marketing Director, Precondo

*Smart social media marketing automation *will be on the table as firms try to reach out to the right audiences with* the right messages at the right time i*n their lives to maintain high contextual relevance. In an email campaign, this goes beyond merely addressing a customer by their first name. *Several elements, including automatic emails, web pages, and lead gathering, may be adjusted based on a number of variables. *Marketing automation enables the delivery of hyper-personalized, hyper-targeted customer experiences across a variety of marketing channels.* A consumer-centric automated nurturing operation will be in place.* Technology is progressing at a fast pace, and it is at the heart of contemporary trends. Marketing has progressed beyond branding and advertising; now,* marketers must work with other departments to create outstanding client experiences and build long-term connections with clients.* From targeted messaging that helps customers solve problems in order to make a purchase decision, to a customer-focused culture that continues throughout their customer journey, to an experience that is exceptional across all channels, While voice search is clearly impacting the way we create content today and in the future, *visual content should not be disregarded*.

 


 

Yuvi Alpert, Founder, Creative Director, and CEO , Noemie

Digital marketing can be expensive and very competitive, making it difficult to afford, and gain attention, which is why many businesses have discovered the advantages of using QR codes. QR codes create the opportunity to place a business’s website directly into the hands of the consumer, and with their growth over the pandemic, this strategy has been increasingly effective. The latest research shows that 90% of smartphone users have utilized QR codes, and over a third of them do so four times a month. These easy and portable marketing tools can be placed on packaging, business cards, and in partnering businesses. They can also be quickly reassigned to new areas to capture a more targeted audience. QR codes allow businesses with limited budgets to be more competitive and mobile, while providing them an expanded audience.

 


 

Adam Ng, CEO and Founder, Trusted

*Short Form Content Domination:* As attention spans continue to decline and with more media competing for our time short-form content will continue to proliferate Social Selling will increase: Social media is used by practically everybody, everywhere. This makes it a prime spot for businesses to look for leads. It’s no wonder why the majority of top sales representatives rely on these platforms for their strategies.With this, you can say goodbye to cold calling random contacts and cookie-cutter processes. It allows you to leverage social insights and online intelligence so you can zero in on strong leads before you even interact with them. What’s more, you can develop a two-way street between sales reps and consumers through social media. The Power Of Artificial Intelligence: bug trend is AI-generated content. We will begin to realize the opportunity of an AI-driven content marketing strategy <https://marketinginsidergroup.com/content-marketing/4-ways-your-competitors-are-using-ai-to-improve-their-cx/>. If 60-70% of the content we create goes unused, AI will begin to force us to reconsider what we create and why. AI technology can help companies conduct business forecasting and predictions.businesses will rely more on AI tools for digital process automation, such as using conversational AI and robotic process automation (RPA) to provide an automated response to customer queries. This could ultimately improve the business’s customer service satisfaction score.

 


 

Lexie Smith, Founder, THEPRBAR inc

We will see the worlds of digital marketing and PR continue to merge in 2022. Specifically, I expect to see affiliate marketing growing more and more common practice. Thus, if you are a product-based business and affiliate marketing isn't yet on your radar, it's time to knowledge-up and consider onboarding onto an affiliate marketing platform.

 


 

Annie Singer, Founder, Reciple

*Biggest marketing trends of 2022:* With new privacy and security measures, remarketing (display ads, social media ads) is becoming less and less effective. That's why community engagement will become more important than ever in 2022. Long gone are the days when you could grow your social media following just by posting daily — and mindless engagement no longer cut it either. Companies that put building communities (on social media, email, podcasts, audio content platforms) at the forefront of their marketing strategy will have a huge competitive advantage in 2022.

 


 

Elizabeth Ruth, CEO & Chief Copy Writer, ER Marketing Services

One of the biggest marketing trends in 2022 is getting on board with the use of short videos. Marketing has evolved over the past two years, with people being fatigued with static posts. Most platforms have started to integrate these short videos, such as YouTube shorts, Instagram Reels and even LinkedIn stories. It seems that short videos now have really grabbed the attention of people, short videos being 60 seconds maximum. The nature of these short videos, being able to go through a lot of them in a short period, is what makes them very popular. That is a way to concisely get one point across in a really fun and engaging way.

 


 

Cody Candee, Founder and CEO, Bounce

One of the most significant trends in promotions is narrative marketing, which in essence, are stories centered on creating a human connection to your target audience. The latest studies have shown that over 50% of customers engage with promotions that utilize this technique and nearly 20% will share these narrative style advertisements. Promotions that feature customer journeys, a behind the scenes look at a business, or human interest pieces that can be a one off, or continued, have grown in popularity. Narrative marketing also can repurpose content, from blogs, newsletters and even emails, decreasing costs while increasing effectiveness. Because of these advantages, this method of promotions will continue well into 2022 and beyond.

 


 

Kija Chronister, Agency Marketing Manager, Slice Communications

Thanks to Facebook changing its name to Meta, it has pushed virtual and augmented reality at the forefront of marketing. This name change has shown that they are investing heavily in the Metaverse to create virtual and augmented experiences for users. While the Metaverse is a more large-scale experience that is still being designed, other companies are already using this technology. IKEA’s Place app allows customers to place true-to-scale furniture in their own space and Sephora Virtual Artist lets you try on different makeup products before purchasing. While implementing VR and AR can be an overhaul, it is something businesses should begin to look into adding to their strategy to help set themselves apart from competitors; plus consumers are looking for more personalized and unique experiences.

 


 

Paige Arnof-Fenn, Founder & CEO, Mavens & Moguls

Social commerce explodes -- During the pandemic shopping became more virtual with social media platforms as an increasingly popular shopping outlet. Shops on Instagram/Facebook Shops lead the way especially with younger audiences, TikTok has product links too. More video content -- The world is becoming more visual when it comes to consuming content which has made visual-driven platforms like YouTube/Instagram/TikTok gain popularity. With the rise of a generation that would much rather watch/look at something vs sit/read, there is going to be a growing trend of more visual content including pictures/videos (long and short form)/memes/diagrams/infographics. As more people shifted online during the pandemic, live streams were increasingly used to host public events/meetings on platforms like Twitch. Attention spans are shrinking -- In a mobile first/mobile only world, you have less time to grab people/attention spans are shorter so rich content drives engagement/traction/growth. Fewer people access the web on big screens so everyone is tailoring their site/message/content accordingly. Google is now considering the mobile-first design as a ranking factor for websites to improve performance. AR/VR are expected to become more mainstream as cell networks become stronger/faster so will be used more to grab/keep people engaged. More use of data and analytics – Online marketing is becoming more dependent on data. To tell compelling stories to your target market, important data has to be collected and scrutinized. It has become more important to use data to define the strategy. Businesses have to understand the importance of every piece of data they collect, and how they can use this data to create stories that interest their readership, journalists, and market. Companies that want to succeed today must embrace numbers and analytics and need to be smarter about how they use data. Data analysis gives deeper insights into behaviors and habits. Influencers on the rise -- The future of successful influencer marketing is to utilize a mix of influencer types. Instead of just focusing on the most popular/branded individual influencers, it will include internal experts, micro-influencers, niche experts and customers in the influencer marketing mix.. Getting multiple perspectives and insights always enriches the discussion and generates more activity online. Content, products or designs that are co-created by the brand and influencers from the very beginning will thrive in 2022. Co-creations can provide inspiration, tips and information for the audience. Brands may be better served by working with micro-influencers for example who offer smaller follower counts, but post around niche interests, leading to more meaningful one-on-one connections with audience members. Input from the brand should flow seamlessly with their other content which comes down to an understanding of micro-influencers’ core messaging, with brands seeking to match campaign posts with the micro-influencer’s usual look and feel. It should not feel like a paid opportunity, slapping on the #ad to a post. You want to give them the freedom to create their own content too, but ensure it’s still getting the message across.

 


 

Emily King, Owner, EJM Design

SEO and SEM is going to become an even bigger part of companies marketing strategy in 2022. With all of the uncertainty and consumer backlash against social media in 2021, consumers are spending less time on those apps and becoming more distrustful. I expect we'll see more marketing spend shift towards Google ads and away from Facebook & Instagram ads in the near future.

 


 

Jonathan Zacharias, Founder, GR0

In 2022, influencer marketing on Youtube is the name of the game. Youtube content creators foster so much growth for companies through paid sponsorships on daily lifestyle and vlog content. The classic consumer will skip through the traditional Google ads but they will sit through tutorials, try-on hauls, reviews and other forms of sponsored content their favorite influencers produce. This new wave in advertising is all the rage as it provides organic engagement and direct sales inspired by discount codes tailored to the influencer.

 


 

Gerald Lombardo, Co-Founder, The Word Counter

Below I've listed some digital marketing trends to expect in 2022: - Less content creation, more curation. With so much information being shared across the web it's becoming increasingly difficult for PR professionals to stay on top of creating their own new blog posts or social media updates. Instead of spending time trying to create unique new pieces, PR professionals will shift to more of a curator role and curate content from other sources. - PR becomes even further integrated with marketing such as SEO, advertising, social media, etc. PR professionals will be expected to take on an even larger role within the marketing department and work closely with all of these teams in order to drive traffic, leads & sales. This role has always been known for the ability to generate high-quality leads but now PR pros are expected to work just as hard on nurturing those leads through email marketing or SEO. PR pros who can generate solid inbound traffic that converts into sales will be hot commodities in 2022! - PR professionals who excel at storytelling are highly sought after. PR has always been known for storytelling but it's becoming increasingly important that PR pros use their skills when telling stories about their client's products and services. PR professionals who can spin a great story about their clients will be extremely valuable to companies in the future.

 


 

Kevin Miller, SEO Expert | Entrepreneur | Angel Investor, KevinMiller.com

PR is a major component of digital marketing. As such, the PR industry is primed to see three main changes in 2022 and beyond: increased PR specialization, AI-powered PR tools, and more diversity within PR teams. First off, there's been a huge shift towards PR specialization. PR agencies and PR professionals are no longer one-size-fits all, but rather customizing their services to meet the needs of clients - whether that means PR for a specific industry or PR tactics catered towards very specific goals. Secondly, AI is going to be an integral part in how PR works moving forward as well as more PR tools to help PR professionals get the job done. Thirdly, PR teams are becoming more diverse than ever before - for example, PR agencies that have women in higher leadership roles lead companies with larger female clientele and lower company turn over rates. The marketing industry is poised to see three big changes as well: increased use of video, PR merging with marketing, and PR moving towards C-suite level. The first change is that video content will become more powerful than ever before - for example, companies like Netflix are investing big into the power of videos to drive growth. Secondly, PR and Marketing teams are blurring together because marketers often have PR responsibilities already so PR is more of a PR/Marketing hybrid. Lastly, PR is moving further towards the C-suite level because executives are realizing that PR is necessary to get businesses seen by audiences outside of their own social circles - for example, PR pros are being asked to develop new strategies that can help companies connect with larger audiences through earned media. The PR industry is going to continue changing rapidly in the next five years, but it's important for PR pros and marketers alike to adapt quickly. As PR changes so will marketing - which means PR professionals need to be ready with new ideas and tools at their disposal.

 


 

Daniel Javor, Founder & CEO, Step By Step Business

1.The number one trend that will continue and grow in importance is the customer experience. People have expectations of simplicity and relevance, and marketers need to meet that demand. Another trend that is a huge part of marketing is the perception of Corporate Social Responsibility (CSR). No matter what form this comes in, it is an absolute must when it comes to brand perception. 2.While digital marketing is clearly embedded in any marketing strategy now, the evolution is coming in terms of measuring results. It’s not just ROI – it must be specific, so you know what exactly is working. This measurement is improving, but the consensus in the industry seems to be that it has a long way to go. AI will play a part in this. 3. Focus on perfecting the customer experience and measure the results of the evolution of your customer experience. Better tools to measure results will be your best investment.

 


 

Darren Litt, Co-Founder , Hiya Health

We're on a mission to reimagine children's health and end our collective addiction to sugar by creating a sugar-free, junk-free multivitamin delivered on a pediatrician approved schedule. Specifically for eCommerce marketing, what we expect to see in 2022 is a move away from Amazon to small eCommerce businesses. A survey reveals that 65% of consumers say they would rather buy from purpose-driven brands that support ecological sustainability. Our product design is environmentally friendly, meaning we’ve made packaging minimal with glass containers that are to be refilled monthly. If your business has already adopted green solutions or plans to do so soon, you’ll want to make the public aware of this in your marketing as more consumers seek this out. Also, there was a surge in eCommerce sales during the height of the COVID-19 crisis. Last year, what amounts to 10 years of sustained growth happened in a mere three months. What this means is that the eCommerce space is even more competitive than ever. This along with new customer acquisition costs on the rise, customer retention has become the focus for many eCommerce businesses. One of the best ways to stay connected to customers is with email campaigns targeted to this specific segment. Consistent newsletters, special offers, etc. to each list member in a personalized way boosts brand visibility and helps retain customers.

 


 

Brian Lim, CEO, iHeartRaves

Influencer marketing is a growing eCommerce trend for 2022. Our iHeartRaves Instagram page <https://www.instagram.com/iheartraves/> has nearly 600K followers, and we use influencer marketing frequently. For 2022, I predict influencer marketing will take on a life of its own. The trend will continue to gain momentum and we'll see more brands hiring influencers to promote their products, rather than utilizing standard forms of advertising such as TV commercials or billboards. It's no secret that platforms like Instagram or YouTube already heavily rely on celebrities and influencers to drive traffic, generate hype and boost engagement for brand-sponsored content. And now major companies are pushing forward with this strategy in hopes of reaching out to a whole new customer base through digital marketing. It's possible that next year, non-celebrity influencers could be the ones to watch. As influencer marketing becomes more advanced, it's likely that brands will hire micro-influencers whose content is just as powerful but reaches a smaller audience than traditional celebrities. This doesn't mean that bigger stars should stop creating sponsored content or fear their impact on the market - these micro acts are not intended to overshadow big names in the industry, rather they're meant for brands to target audiences with similar interests who don't normally listen to mainstream media outlets like Late Night Shows or Entertainment Podcasts.

 


 

Joe Younkin, Founder & CEO, Our Fit Pets

 Reaching out to an audience without the assistance of a third party will be a major marketing trend in 2022. Social media platforms are great, but more than a million companies use them to communicate with the targeted consumer; it's easy to get lost in the crowd. However, you can use social media as a foundation to direct your audience to a more personalized space of your company (such as your own app, newsletter, and blog). The personalized space guarantees that the message you want to convey to your audience actually reaches them, and you get their full attention. For instance, reaching out to the audience's mailbox through the newsletter. Furthermore, developing personalized content is more significant than ever in 2022. By utilizing content marketing, educating your audience about your products/brand in a more customized manner will develop the audience's interest in your brand.

 


 

Brandon Schroth, Founder , Reporter Outreach

In today's digital age, small and medium-sized businesses are beginning to understand the importance and value of SEO. I see more and more brands taking the leap to invest in their online visibility, whether they're just starting out with a brand new website, or revamping an existing website. In 2022, SEO will continue to be a major trend. One of the best ways to boost SEO and gain visibility for brands is by using platforms like HARO, Qwoted, Sourcebottle, and Terkel. These platforms put you front and center with reporters and journalists who are writing articles for top media outlets and need expert sources to quote. By spending the time to curate high-quality pitches, brands have the chance to be featured on authoritative sites like Business Insider, Forbes, Yahoo, and more. Brands can receive a mention in the article as well as a backlink to their site. This is extremely important for increasing brand visibility and boosting keyword rankings in Google and I see this trend growing rapidly in 2022.

 


 

Adriana Cowdin, CEO & Managing Director, Dekaf Digital

1. Continued growth of social commerce 2. Expansion of education-based podcasts (where companies/influencers/brands/hosts promote their prodcuts/services) 3. Video will continue to be the leader in audience consumption 4. Audio players, such as Clubhouse, will take a backseat to the industry giants such as Facebook, Instagram and Twitter.

 


 

Stacy Wells, Director of Marketing, Wooly

*As influencer marketing matures in 2022, one big trend will be user-generated content. The best source for images, videos, reviews, copy, and more will be individuals--not in-house marketers and agencies. Brands will learn to leverage UGC while profiting from significantly lower production costs. As companies repurpose UGC, they will naturally extend their visibility and reach, build connections and trust with new consumers, reduce customer acquisition costs, and drive more business. * *The slick, professionally crafted content we have relied on for years will continue to lose its efficacy. People want authentic, raw images and messages. Thus, 2022 will see marketers and companies pivot and rely more and more upon UGC to grow. *

 


 

Fay Hao, Head of Marketing, OurPCB

*What is continued digital transformation in marketing?* It's the way organizations adjust their plans of action, products, and internal structures to new, digital-driven trends. For instance, in marketing, digital transformation implied organizations changing their promoting channels to more advanced channels, i.e. from print advertising to social media. *Why is it so effective?* Continued digital transformation in marketing implies more information-driven campaigns and optimization which prompts higher conversions, lower ad spend, and more noteworthy ROI – something unrealistic with traditional advertising. As indicated by research, 86% of organizations claim customer acquisition costs (CPA) have expanded in recent years. To assist with reducing CPA, brands need to develop the user experience and increase customer retention. *Way to implement continued digital transformation* In small businesses and startups, marketers have a wide scope of tools available to proceed with digital transformation in their brands. Some of the great examples of continued digital transformation are Google Analytics, A/B testing, client information stages (CDP) in advertising.**

 


 

Hayley Albright, Brand Manager, Xena Workwear

*Many people are becoming conscious about their shopping now more than ever because of the pandemic, current social issues, and climate crisis. These consumers want to know that they're effecting positive change in society and the environment when they spend their money. * *To connect with these consumers, brands must embrace corporate social responsibility (CSR) in their internal operations and in communications. However, doing so without tooting your own horn can be tricky. Authentic, well-crafted storytelling on social media can show consumers what positive changes you’re making in the world, inviting them to join your brand's journey.* *Stories create a deeper connection with customers and encourage extended engagement with your audience. Rather than making one long-form piece of content, you can break the story up into chapters and publish them sequentially. Doing so will allow your narrative to unfold from beginning to end. Over time, framing your story in this way will build tension and lead to deeper brand connection that results in more likes, comments, shares, affinity, and of course leads.*

 


 

Lisa Roeser, CEO, FiftyFlowers.com

Gamification for online shopping will be huge in 2022. We'll see achievements in UX Design and Product Development that encourage people to perform the desired action by creating a sense of reward, achievement and most of all...FUN!

 


 

Trenton Erker, Owner, Seattle PPC

There’s a large rise in new businesses, mostly single owner freelance type businesses, that require personal branding. Tie that in with social media’s ever growing push towards more interactive content creation, private Discord channels, the saturation of Facebook groups to sell services and products, and Google’s testing of SERP features that favor brands, and you can see how important branding really is. Right now there are breakout searches for invest in Metaverse”, buy Metaverse”, the first couple just got married in the Metaverse, and property next to Snoop was just purchased for millions of dollars in the Metaverse.

 


 

Angus Chang, Co-Founder & Director, iupilon

Mobile Optimization As a digital marketer, I believe that mobile optimization will be more important than ever in 2022. Marketers will focus more on mobile optimization becuase consumers are spending more time on mobile, and it is the main source of traffic. The growing purchasing power of millennials and Gen Z audiences makes mobile-optimized digital experiences all the more important to business owners who market to these fast-paced, highly connected generations. A mobile experience isn't just important on a brand's website - it also impacts other key marketing tactics; therefore, it will be one of the biggest trends of next year.

 


 

Stephen Curry, Chief Executive Officer, CocoSign

At CocoSign, the marketing trend we are watching closely is the Internet of Things. The IoT has the potential to revolutionize business processes, enhance customer experiences, and increase revenue. At this point, companies cannot afford to be on the sidelines. They can meet this challenge by first conducting internal research and development, followed by testing in the real world and ultimately with an approach that takes a top-down, bottom-up, inside-out view of the IoT. It cannot be denied that technology has changed business processes and even made many jobs obsolete. For example, shelf stockers have become virtually extinct as more retail stores are moving to cashless checkout lines. However, I believe that we may be on the verge of an entirely new level of technology proliferation that has the potential to change our everyday lives even more dramatically. This includes things like smart homes and smart cars. The IoT has already had a significant impact on business in many industries and will continue to do so as it evolves.

 


 

Brandon Amoroso, Founder and CEO, electrIQ marketing

*TikTok has become hugely popular and the trend will only continue. It has become a commonly used platform not just for individuals but for businesses, as well. People enjoy watching quick and humorous videos about any kind of topic that gets their attention within the first few seconds. It's a great way to show a side of your brand that can have fun and not take itself too seriously while also providing useful and informative information about your business and what it can offer.*

 


 

Harriet Chan, Co-founder and Marketing director, CocoFinder

I have some insights into your query based on my experience as a marketer.. Social Media Stories Will Be More Important People don't usually visit social media pages to find products to buy. They scroll through the pages, trying to find something interesting. As such, they might tend to ignore anyone trying to hard-sell products. Their attention span is also limited, and marketers have to be strategic to ensure that the social media users get the intended information. The ideal way is to take a story-driven approach, which can encourage engagement and conversations. Additionally, marketers can capture users' attention by creating content with graphics. For example, they can share pictures, short videos, or animations and tell stories around them. If the users find them interesting, they can share among themselves, building your brand visibility.

 


 

Jeffrey Pitrak, Account Manager, Transient Specialists

One of the biggest digital marketing trends in 2022 will be Influencer marketing that is highly driven by AI. AI makes it possible to identify the best influencers that can produce results in your companies campaign rather than just choosing influencers based on followers. Having more in-depth data on influencers will create an opportunity to make better decisions. AI can also determine an influencers future performance and reach to target audiences. Using AI to measure engagement and conversation generation will allow businesses to better use their budget and expand their reach.

 


 

Jason Sherman, Founder, TapRm

*Programmatic advertising will take the pain out of running search ad campaigns, enabling digital advertising to reach new heights. Most marketers only target three or four options in their search campaigns. These targets may include keywords, interest, time of day, or location. But automated programmatic demand-side platforms (DSPs) integrate with customer data software and deploy hundreds of targeting signals. As users see the ads, DSPs record information about them. Then a profile is built up over time based on what type of content the user consumes, where they click on advertisements, and how often they do so. These improved targeting capabilities enable digital marketers to run personalized search ad campaigns that engage consumers at each stage of the funnel.*

 


 

Adam Crossling, Marketing Manager, Zenzero

*1. Meta is everywhere* Facebook has changed its name to Meta. It makes sense to give the parent company a name, but it's the choice that counts. For example, Google changed its name to Alphabet. They're betting big on the Metaverse, which is a term for things that happen in the virtual world as well as the augmented world. If the web doesn't change, this is a big bet.

 


 

David Wurst, Owner and CEO, Webcitz

There is going to be a lot of money spent on influencer marketing in 2021. Influencer campaigns already have context and relevance because the influencer is promoting the product. Adobe, SAP, GE, and PWC are just some of the B2B brands that have used influencers.

 


 

Shad Elia, CEO, New England Home Buyers

*1. Advertising is challenged by privacy* Modern digital advertisements rely largely on data in order to be automatically optimized. Several new privacy rules, such as the iOS update and the anticipated removal of cookies, have resulted in a decrease in the amount of data used in artificial intelligence.

 


 

Leszek Dudkiewicz, Head of Marketing, Passport-Photo Online

Virtual and Augmented Reality. The video experience has evolved by leaps and bounds, and the virtual and augmented reality experience promises to be an immersive experience that engages with consumer emotions by 2022. The goal is simple: to deliver deep, individualized, and valuable experiences to the consumer. Through this technology, brands can: * Offer tours of the facility * Guide the user through the creation of products (we already saw this with Apple and the presentation of its new iPhone) * Create interactive 3D models 2022 is the beginning. But, over the years, there will be plans to improve and increase the accessibility of these technologies so that small companies can adopt this model to their marketing strategies.

 


 

Nick Thorsch, Founder, Share2Seed

An Ecopreneur targets innovations to reduce emissions, sequester carbon, and repair and protect natural resources. Have you noticed wildfires getting worse, droughts and dams going deeper, and the severity of storms growing? It’s costing the world trillions. My brand new organization, Share2Seed.org, is a Platform for Our Planet ? . It's as simple as pasting your Share2Seed Ambassador link into your social media, to turn your unpaid followers into paying patrons of our tree planting partners. In 2019, a social media campaign, called TeamTrees, raised $23M to plant trees to help solve climate change. Share2Seed now empowers Ecopreneurs to keep improving our air quality and solve climate change together. Instead of it being donation based, like TeamTrees did, Share2Seed enables people to create a sustainable income and impact, by simply sharing pro-nature content on social media. We share revenue with our tree planting partners to plant trees like mangroves, which live in water so they don't burn, or fruit trees, to sustain locals and prevent them from logging trees for income. In return, we also all get more income and cleaner air to breathe.

 


 

Randy VanderVaate, CEO and Founder, Funeral Funds of America

Investment in Artificial Intelligence may be the top marketing trend in 2022. Many marketing brands are changing to incorporate the latest advancements in Artificial Intelligence. Brands are using AI for increased customer insight, streamlining processes, and improved customer service. Artificial intelligence has yielded success by including data analysis and machine learning for many marketers. We are still in the early days of AI, but its potential for business and revenue growth will be growing in 2022 as AI expands our concept of how marketing can evolve.

 


 

Yazan Sehwail, Co-Founder & CEO , Userpilot

An increase in live videos is a marketing trend to keep an eye on for 2022. Companies are using Facebook and YouTube to host live videos and create a virtual event for people to attend. You can promote a live video like an event and create a bit of buzz about it so the promotion becomes a bit of a marketing campaign on its own. The live video can be a collaboration between multiple companies and its overall topics should be appealing to audiences who will feel like they have to tune in. Between the promotion of these live videos, the actual live events, and the repercussions after they are posted, you’ll see more companies doing these live videos as a marketing strategy!

 


 

Kristoffer Howes, Principal Investigator, G2M Research

With the introduction of Web 3.0 and an increasing focus on user privacy, businesses will lose access to their target audience members' personal and behavioral information. This will lead to the rise of practices that facilitate *first-party data collection*. The most important of these practices will be to utilize marketing channels to establish and nurture meaningful relationships with audience members. By monitoring and contributing to relevant online conversations with fans, friends, and followers, businesses will gain a deeper understanding of consumer sentiment toward their products, industry, and competitors.

 


 

Schuyler Hoversten, Co-Founder & President, Swoopt

*Marketing teams will pay more attention to the results of their campaigns through analytics tools. This will be important in ensuring that the company's funds are being used wisely and with more specific intentions based upon the insights gathered from their marketing data. *

 


 

Ling Ling Fung, CEO, Metro Baby

Get Your SEO Up To Scratch - The most simple and guaranteed form of marketing is inbound marketing, the process of helping potential customers find your company. To compete with other small businesses and huge corporations getting your rankings up on google search through SEO optimisation is essential. As there is an increasing emphasis on Google and it’s only rising, SEO is one of the most successful methods for traffic growth and increase in revenue, although it takes time and work - the results will be worthwhile!

 


 

Melissa Chiou, Marketing/ Content Strategist

I believe in 2022 there will be a continued trend for short video content vs. photos or text. It’s clear that the social media companies are prioritizing video in their algorithms in an attempt to slow user exodus from their platforms to TikTok.

 


 

Danny Veiga, Founder, Danny Veiga

No one talks much about it, but TikTok will boom even more in 2022. TikTok is disrupting the marketing landscape because of its global reach and addictive properties. It provides marketers with an opportunity to bring audiences into their narratives while still allowing it to feel like something you choose rather than force upon consumers. The app also offers many ad spaces for brands entering uncharted territories. TikTok has made advertisers rethink what content means and how they can successfully market it. More and more brands are now discovering the opportunity to reach out to their target audience with professional content from the convenience of YouTube. On TikTok, you can flick through videos from all around the world and connect with influencers using just your phone. It's a new and exciting way to capture and convert new customers on the worldwide stage.

 


 

Rohan Kadam, Founder, Biking Know How

 The biggest trend that I see within eCommerce is the *Rise in use of Personalization*. My strategy is to implement personalization with landing pages, it helped me reduce Cart Abandonment Rates. My tips are relevant to small businesses that operate in the eCommerce space. Below is the strategy I recommend. I implemented these steps on my client's website landing pages and was able to reduce the cart abandonment rate from 7% to 3%. The strategy worked wonders for me, it is as follows. - Using countdown clock on my landing page (caused an 11% increase in conversions) - Using exit pop-ups. (I used Hello Bar to do this) - Running dynamic remarketing ads (it got me a 23% increase in conversions) Running dynamic remarketing ads has been most effective for me because firstly, setting them up is very easy on the Google Ads platform. Secondly, through dynamic remarketing ads, I could target my audience (shopping cart abandoners) with highly personalized messages (ads had images of products that customers added into their shopping cart but did not end up buying).

 


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