DIGITAL MARKETING TRENDS IN 2022

As with all technology, digital marketing evolves fast. As a result, what worked in the past may not get you the results you need in 2022. However, many new tools and techniques continuously appear to help digital marketers drive business online.

Your business’s marketing strategy must continue to adapt to these changes to ensure that you capitalize on new opportunities and attract better customers.

We know that keeping up with global marketing trends can be challenging, so we have prepared a list of top trends expected to materialize in 2022.

THE COOKIE DILEMMA

The purpose of “Cookies” is to track a person’s activity across the internet by building a profile based on your browsing behaviour across multiple websites. They then use the information gathered to target advertising.

In 2020, when Google disclosed that their Chrome browser would no longer track third-party cookies, it was considered the most important digital marketing news in years. Of course, consumer privacy would benefit from such an action, but marketers around the globe are extremely worried about losing access to a treasure trove of data. As a result, Google has delayed the change from early 2022 to late 2023, which triggered a massive sigh of relief in the industry.

So, what do we do about it because the time will come when we will not be able to track third-party cookies? The answer is we prepare by helping our clients to leverage first-party ad zero-party data.

What is Zero-party Data?

Zero-party data is the information gathered from a customer who intentionally and directly provides it to a website.

  • Sign-up forms
  • Lead magnets like eBooks
  • Email preference centres
  • Quizzes, games, and polls
  • Account configurations
  • Preference selections or filters

Whilst zero-party data is a great way to get to know more about audiences personally, the amount of data will be lower than from other sources.

What is First-party Data?

First-party data is information that comes from behaviour on channels that are owned, such as:

  • Website activity
  • Email engagement
  • Loyalty programs and memberships
  • Customer support records
  • Social media integrations
  • Purchase history

When Google switches off third-party cookie tracking, a robust multi-channel marketing strategy that collects first-party data will probably be your saviour.

Putting Humans First

You must have a community engaged with your brand for first-party and zero-party data collection to work. So, what better reason to focus on loyalty and customer-centric marketing?

More and more consumers want personalized experiences from the brands they trust; however, although they want to be ‘seen’, they don’t want to be ‘watched’ by every website they visit. So, there is a fine line between creepy practices and customer-first marketing.

How to create the balance:

Design experiences that create value for the customer

  • Send personalized offers
  • Well-timed reminders
  • Reward loyalty with exclusive offers and discounts
  • Create content that solves a problem

Be transparent about how you collected and used the data

  • Honesty is always the best policy
  • Be upfront and advise your target customer that you are sending the offer because you are aware of their interest in similar products.

Empower the customer

  • Allow your audience have control over their data journey.
  • Our Irvine web designers and digital marketers can help you give your target audience the power to make their own decisions by building these controls into your marketing strategy.

AUTOMATED INTELLIGENCE (AI)

Customer Support and AI

The power of AI increased during the COVID-19 pandemic, as customers needing support put pressure on outdated customer support systems like call centres and email inboxes. The result was that these systems could not cope with the volume. AI solved that problem by helping customers find answers without waiting in long queues. At Vanswag, we design chatbots for Irvine businesses looking for better and easier solutions to connect with their clients.

Advertising and AI

All types of dynamic marketing use data to make decisions without human interference.
Google Ads, as an example, remixes content that has been uploaded based on what appeals to customers.
Retargeting is another tactic whereby specific actions performed by a potential customer are noted, and the ads delivered to that person change accordingly.

These intelligent, data-driven advertising approaches are used in social media marketing and online advertising. They can deliver excellent results on a smaller budget.


CUSTOMER LIFETIME VALUE (CLV) – A TREND TO WATCH

Rather than only targeting customer acquisition, a CLV strategy pursues opportunities to re-engage existing customers, creates a loyal following and offers value that builds over time.

CLV understands that brand loyalty builds future value rather than focusing on the cost of each customer. Therefore, our custom digital marketing strategies focus on a person’s potential value over time. We will provide the tools to help you build genuine connections that grow and last over time.


PURPOSE-DRIVEN MARKETING

We know that audiences usually connect with purposeful marketing; however, consumers have become emboldened and are becoming more vocal in their demands for purpose-driven business decisions.
These include:

  • Inclusivity
  • Eco-friendly practices
  • People over profits
  • Employee wellbeing
  • Crisis response readiness
  • Corporate social responsibility

Companies will earn a loyal following by responding with transparent, genuine, and inclusive marketing.

We hope that this blog helps you set your goals for growth in 2022. At Vanswag Digital, we can create an agile, adaptable marketing strategy that will be ready for whatever the future holds in store.

Contact us now to get started.