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Top Digital Marketing Trends for 2022

The digital marketing landscape changes rapidly with time. With new business models and technological innovations taking a driving seat, what had worked for businesses a few years back may be irrelevant today. Digital marketing companies must stay updated with these trends as a part of effective digital marketing. Here are some trends that can make a difference in the digital marketing sphere in the coming years.

Digital Marketing Trends 2022

Artificial Intelligence

The most sought technology of the 21st century is Artificial Intelligence 

(AI). Various sectors like retail, banking, healthcare…, etc., are using AI to achieve accuracy and save efforts. AI enables marketers to personalize their communication focused on an individual entity rather than a generic target as the marketers did in the past. AI technologies promise to change the face of digital marketing strategy in the coming times. Some promising technologies among these are chatbots, automated website designing and content creation, predictive customer service, dynamic pricing, speech recognition, ad targeting and more.

Mobile-first marketing

The need to create mobile-friendly marketing content will rise to a whole new level in the coming years. The potential to reach users through mobile phones is the highest as compared to any other medium. Hence, more and more marketers are optimizing their website design to make it adaptive for mobile devices. Accelerated Mobile Pages (AMP), a framework developed for mobile web browsing intended to help web pages load faster. The design of AMP will rise to make web pages to adapt user-friendly designs.

Celebrity/Micro-influencers

Influencer marketing is one of the rapidly growing digital marketing trends set to drive the business sphere in the future too. These influencers can be celebrities, leaders, influencers, YouTubers or any famous personality in the public domain whose endorsement of the brand can skyrocket its sales. People see these influencers as their idols and trust their words. Hence, they will surely turn to the platforms endorsed by these influencers. Similarly, micro-influencers can also turn the promotion game. They do not have as high a volume of followers as the celebrities but have the most loyal ones. Trust in these influencers and celebrities will continue to rise in the coming times. 

Featured Snippet

Nowadays, a short snippet of text appears on top of the Google search results, when we type a quarry or a topic. Google acknowledges that the query asks a question, programmatically detects the pages that answer the user’s question and displays the top results as a featured snippet in the SERP. It has posed a problem in the digital marketer’s goals, as the users can resolve their quarries without actually landing on the page. The solution is to provide just enough information that can entice the users to click on the website.

Programmatic Advertising

The use of software to buy digital advertising that enables the marketers and advertisers to automate the purchase and management of their digital ad campaigns is called programmatic advertising. Some techniques used in programmatic advertising are media buying, ad placement, performance tracking, campaign optimization etc. Programmatic advertising allows you to optimize your campaign by placing ads in desirable places where the target audience is present and relying less on the “spray-and-pray” method of digital advertisement. Various analytic techniques are used to identify the audience who can be converted into customers. These features of programmatic advertising have the potential to make a revolution in the future.

End of third-party cookies

One of the grandest announcements recently made by the search engine giant Google is that it will stop supporting third-party cookies in the coming years. It comes as a result of the growing consciousness of data privacy among users. It may cause a huge upset in the advertising world. If the browsers don’t support cookies, it will be impossible to target the audience and imply frequency capping- which means restricting the number of times a particular advertisement is shown to a visitor of the website. Also, cross-site audience targeting will become a thing of the past. The only possible solution to this problem seen as of now is to fully exploit the first-party data. Google has provided users with options like Feature Learning of Cohorts that allows advertisers to track internet users without revealing their identity. 

Apart from these, trends like multichannel marketing, SEO, captivating content…etc., will continue to rise. Digital marketing service professionals need to be updated with these trends to take businesses to new heights in the coming years. As they say, change is inevitable in any domain and adaptability is the key to win it.

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