Digital marketing trends tend to move quickly in our industry, which is why Lucinda Batchelor, Public Relations Consultant and Digital Copywriting at Digital Ethos, has identified the most important ones to focus on now for transformational growth.
Digital marketing is one of the fastest growing types of marketing in the world. You can use digital marketing to target niche markets, allowing you to reach customers who may not have considered your business before. Rapid growth also means constant change and evolution.
We’ve outlined three digital marketing trends that we’ll see more of in 2022 to help you keep up with the times and adapt to consumer wants and needs.
Use featured snippets
Long gone are the days of turning to books for answers to our questions. Instead, we turn to Google, which has become the largest search engine in the world with 1.2 billion searches processed each year.
Featured snippets provide direct answers to user questions. Google snippets are the answers that Google highlights in a box at the top of the organic results on the search results page; also known as “Position Zero” in the rankings.
For example, if you were to search for “top 10 restaurants in London”, the answer would be suggested to us in a paragraph box at the top of the results page. These boxes often come with an image and all the information we are looking for displayed in an easy to read box.
In the case of our restaurant query, we are offered a map of central London and a small selection of restaurants rated 4+ stars with their price range, style, address and opening hours, all available in a click. There’s also an option to view more restaurants by clicking a “View All” tab, which means you don’t have to browse through the articles below to find what we’re looking for.
If a search engine includes information displayed on your website in a Position Zero box, it indicates that the content you offer is worth reading. All you need to include is eye-catching information in these snippets to steer them away from the box and entice them to explore more content on your website.
Use visual content
Create a visual content dominance in your strategies. These can include images, videos, gifs, memes, and animations in order to stand out to users.
Visual content has the power to cement your brand identity in the minds of consumers for a longer period of time than text. It’s also easier to communicate complex ideas through visuals than in writing.
Visual search is now bigger than ever. Pinterest, Google Lens, and many e-commerce platforms now allow customers to search by uploading an image. To stand out in those searches, you need to fill your content bank with high-quality, brand-relevant visuals.
Why not repurpose your blogs into video content and infographics with the same keywords and tags? This way search engines can reach them easily, they are easier to digest and it also helps with SEO.
The key is personalization
Although every consumer values privacy, they also value personalization. Personalized campaigns see higher engagement, conversions and rave reviews from consumers. The key is to enable customers to opt in to data tracking and analytics so they know how their data is being used.
This 2022 digital marketing trend has the potential to make your brand’s marketing campaigns go viral. Consider Spotify Wrapped, for example – each customer receives unique, tailored and personalized content. #SpotifyWrapped is also trending globally at the end of each year, with millions of social media users sharing the results with their followers.
Personalized campaigns often rely on data analytics software, analytics tools, and customer data, but it’s important to remember the role of design. Even in personalized campaigns, clients expect brand consistency in design and your answer to that is pre-designed templates. Having them at your fingertips saves you time, ensures brand consistency, and reduces redesign costs.