The digital marketing changes so rapidly that it is hard to predict what’s going to happen next. But that’s not necessarily a bad thing. It means there are always new opportunities out there. So, keep reading if you want to know what marketing trends could have the biggest commercial impact on businesses in 2022.
Finding time to research new marketing trends is difficult. There is always a task with a higher priority. However, priorities change when campaign results begin to decline. Over the years, we have found that it pays to follow marketing trends regularly.
If you really want to look to the future and create a sophisticated strategy, our advice is, do not forget to self-educate and follow magazines, blogs, online podcasts, and other professional resources. We did the research for you and believe that these will be key marketing trends for 2022.
1. Customer Success
If you’re unfamiliar with the concept, Customer Success is all about fostering a relationship between your business and your customers that makes sure they have everything they need to succeed as your clients. Customer success managers work with customers throughout their journey and aim for a long-term relationship through maintaining a high level of customer satisfaction.
Today, customers expect more than the products and services they purchase. They expect a great product or service experience. And they expect the company they do business with to have their best interests at heart.
Do you want to allocate time for personal care of your customers? With marketing automation, you can get rid of a few routine tasks and save some time.
For example, you can start by placing a chatbot on your website to answer the most common questions from visitors. You can then respond to other questions as soon as possible. It is important that you gain the contact information for a potential customer this way. However, with site visitor identification tools like Leadfeeder you can get it even if the website visitor does not actively show interest. The next step can be the integration of these tools with your CRM system, in which you can automatically import contacts to potential customers and continue working with them.
Do you offer customers a trial period before purchasing your product or service? If the CRM software includes its own marketing module, or you integrate it with the bulk email tool, you can set up an automated email series that guides the customer through the correct use and setup. This will reduce the risk that the customer will not understand something and will leave.
We all know that engaging customers is a challenge, but the good news is that you can tip the scales your favor by personalizing your messages. Rather than using form letters, try to create completely individual offers based on who your customers are and where they live. For example, if you have details of where recipients opened their accounts and what they bought, don't just use that data to send them offers. Let them know how it was used to send them something special!
A friendly tone should always be encouraged. Personalize your email and sign using the name of a specific person from your team – this will give the impression that a real person is communicating directly with the recipient rather than an entity hidden behind an email address like [email protected]
4. Google Analytics 4
The year 2022 will also be associated with two major changes concerning the protection of users' privacy on the internet. The end of support for 3rd party cookies and Google Analytics 4, which is Google's response to the personal data issues as well as the associated legislative changes.
The new measurement logic in GA4 takes into account the limitations of data collection. The new measurement logic is not based on visits like before, but mainly monitors individual events that users perform on the website. GA4 then uses machine learning to calculate the missing data and to develop analytical predictions.
We recommend that you implement the new Google Analytics 4 in parallel with the existing ones as soon as possible so that GA4 collects the necessary data from your website before you get used to using GA4 completely.
Meet the new Google Analytics 4.
5. Video Marketing
Videos are more engaging than text alone. This is one of the reasons they have a higher rate of user engagement on Facebook and Instagram than plain text, and why YouTube ranks second behind Google as the most visited website on the internet. But will videos also find use in B2B industries? There are two very good reasons why they will.
Videos are a great way to inform customers about your services or products, answer questions, and give a visual presentation of your offerings. At least contemplate the idea of shooting a presentation video. Videos also have a positive effect on SEO. They help improve your website’s ranking in search engines, so people will find your company faster and easier. That being said, if you need help with video editing, you could look into hiring an outsourced video editing agency Another good option is to simply use an online video editor that will help get the job done faster.
Influencer marketing is a huge trend in recent years, but it seems to have reached its peak. There are a huge number of influencers, and few people automatically associate them with a specific brand. Therefore, it is time to change the approach to influencer marketing.
In the coming years, brands will begin to look more closely at micro-influencers and consumers as a means of engaging with their customers. It's an effective strategy, considering that macro-influencers don't always deliver authentic engagement.
7. Sustainable Marketing
Ecology is a growing concern around the world, as is racial equality and other social issues. Many corporate and consumer decision-makers are making purchases based on morals; if you can find an appropriate way to let your potential customers know that you're in tune with their values, do so. However, be honest in how you choose to express your values. These topics can be overused or misunderstood by customers if they do not feel you are sincere.
One of the inappropriate examples is the Pepsi advertisement, which was voiced against the Black Lives Matter movement and police brutality.
The easiest way is to actually help! Whether it's donating money or in-kind donations needed, or simply using environmentally friendly materials in the manufacture of your products.
8. Return of In-Person Meetings
There are lots of benefits to meeting your clients face-to-face. Video calls may have been a godsend over the past year, but you can’t beat the real thing. Being in the same room is great for clear communication, collaboration and forging deeper connections with those you work with. But is it really necessary to prepare for the old-new situation?
Face-to-face meetings require a different level of engagement from virtual ones, such as making sure you take part in discussions and make eye contact with others. You should also take notes during the meeting, prepare the necessary documents and a calendar for scheduling further meetings, and so on. It sounds obvious but it may take some getting used to after so long staring at our computer screens.