The pandemic permanently changed the way people interact. In an abruptly digital-first landscape, marketing trends shifted with the demand for deeper and more authentic digital experiences. Brands are now expected to build authentic connections with new and existing audiences – all from behind a screen. While the past few years have brought sweeping changes to the digital landscape, our marketing trends forecast projects more change on the horizon.

Digital Marketing Trends

The future of digital marketing is high-tech and story-driven. People will be expecting more user-friendly, custom digital experiences that tell relatable and compelling stories. Brands that dominate digital marketing in 2022 will be those that are willing to embrace change, express empathy, and invest in new ideas.

With digital marketing being crucial to business success – knowing the marketing trends that will make the biggest impact on your brand is crucial to building an effective marketing strategy.

So, let’s dive into how to leverage 2022 marketing trends so you can build a more effective digital footprint! Check out our marketing forecast and download our free whitepaper for deeper insights into the future of digital marketing.

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2022 Marketing Trends Forecast

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Google says goodbye to cookies.

Google announced that they plan to block third-party browser tracking cookies by 2023. Cookies track users’ web activity, allowing digital marketers to build buyer personas and target their advertising efforts. They also deliver insights as to a users’ geolocation, age, interests, and if they use a desktop or mobile device to access your website.

Why should this information matter to you? As a business owner or digital marketer, you need to understand your audience. These touchpoints are clear insights into your ideal user, which enables you to build more effective ads, designs, and copy that appeal to your users.

What can you do now to get ahead of Google’s cookie ban? Capitalize on those cookies now! Review your current data set to see if it’s time for a website redesign and how to build a more targeted persona.

Don’t have enough data to get a solid grasp on your audience? Invest in digital advertising and retargeting in 2022.

The more users that visit your website, the more data points you or your digital marketing agency will have to tailor messaging to your target audience – and create the most effective marketing strategies for each persona.

Make use of this information while it’s still freely available to you!

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The Metaverse is coming.

Virtual reality is expanding from gaming and entertainment experiences to social platforms – and even work environments. Meta, the company formerly known as Facebook (not a Prince reference… well, it is now) announced their vision to launch the Metaverse, an immersive digital landscape whose goal is to change the way we collaborate, communicate, and get things done.

Why should this information matter to you? We are at the cusp of a digital renaissance! With the Metaverse, blockchain technology, augmented reality (AR), and virtual reality (VR) environments on the verge of evolution and adoption, now is the time to plan on how to weave the digital universe into the physical to better serve your employees and customers!

How can you get started on this? Explore new ways to incorporate AR, VR, or other immersive digital environments into your work operations and marketing strategies. An easy way to get started embracing virtual experiences is to start hosting or attending virtual events. This is a commonly used and relatable way to introduce yourself to networking and authentic engagement from behind a screen.

Virtual events are perfect for brands that wish to leverage engagement and build brand authority – and they can easily be incorporated into your 2022 marketing strategy! Want to learn about the other popular types of virtual events? Download our free marketing trends white paper for more.

Authenticity and inclusion in branding.

Graphic of a diverse team of developers and marketers working together to develop empathetic messaging.

With businesses more reliant on digital marketing to bridge the gap between buyers and brands, marketers must place an emphasis on authenticity and story-telling.

Your customers can see through phony pitches and bogus branding. People just want to be seen, heard, and included.

“To evolve your approach in 2022, start by researching what identity means in your market. Then incorporate these learnings into every stage of the creative process, including updating the language and designs you use. Build campaigns that are representative and accessible.” – Karina Govindji, Senior Director of Diversity, Equity & Inclusion for EMEA, Latin America, and Canada, Google

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Inclusion in web design.

Inclusion not only accounts for diversity in messaging but also addresses ADA compliance. The Americans with Disabilities Act (ADA) standards for web accessibility ensure that all people, regardless of disability, are able to easily use and understand the contents of a website.

If your website is not ADA compliant in 2022, you may be risking your reputation and leaving your business vulnerable to lawsuits.

Not sure if your website is ADA compliant? Contact Next Horizon for a website audit, or use this ADA compliance checklist to help you determine if your website has some of the most common web accessibility problems that could put your business at risk!

Invest in influence.

Influencer marketing started as a fad and developed over time into a legitimate source of traffic. Influencer marketing is a type of social media marketing that businesses can leverage to help build their brand by getting an endorsement from a popular persona, or “influencer.”

In 2022, influencer marketing will evolve from a marketing trend to a marketing strategy.

If you would rather not outsource an endorsement, then pursue becoming a thought leader in your industry. Thought leadership is a great way to showcase your authority while providing value to new and existing audiences.

Interested in becoming a thought leader in your industry?

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Learn how providing valuable advice to consumers builds better relationships.

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Engage with video.

YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the US. According to Facebook, video posts receive 6 times more engagement than photos or link posts. Twitter reports an increase in video views by over 160%.

What does this mean for your future marketing strategy? If you don’t include video content in your social media marketing, you’re missing out on a major opportunity to connect with your audience!

Keep content short, purpose-driven, and engaging. Want to learn more about how social media is booming?

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Picture of a smiling person holding a smartphone while conducting a voice search.

Voice search SEO.

Imagine Amazon’s Alexa, Apple’s Siri, or Cortana by Microsoft working for you to suggest your brand’s name to a consumer – essentially speaking new customers into existence. You can leverage the power of these major brands and smart devices with voice search SEO!

Voice searches are becoming easier to use and more popular – yet most businesses aren’t yet optimizing their content for voice search SEO! This is a major opportunity for brands to rise in relevant search results.

According to Google, over 27% of the online population uses voice search on mobile. It also reports that 60% of smartphones contact businesses directly using those search results!

What does this mean for your business’ marketing strategy? You need to play the long game and invest in local SEO, video SEO, and voice search engine optimization (SEO). While it may seem like the intangible or less glamorous side of digital marketing, SEO is the way to win top placement in search engine results which increases brand awareness and builds authority.

Ready to learn more about why SEO is the way to go in 2022? Download our free marketing trends forecast report to get deeper insights.

Planning for Change: Your 2022 Marketing Strategy, Delivered

It’s clear that consumers don’t just want to be blasted with impersonal advertisements and lackluster content. The 2022 marketing trends forecast reflects the demand for empathy, authenticity, and sophisticated digital experiences.

In our free white paper, we take a closer look at how businesses can leverage marketing insights and strategies in order to make a name for themselves in the digital renaissance. Here’s a sneak peek at what you’ll learn in the free eBook:

  • How to increase customer retention.
  • Why hard-selling decreases trust.
  • SEO tactics that are proven to attract more leads.
  • The types of virtual events you should attend & host.
  • Why mobile-first website design is a must.
  • Innovative mobile-first advertising opportunities.
  • How a social media presence helps build your brand.

Now that you’re up to speed on 2022 marketing trends, it’s up to you to keep up with the shifting tides of consumer behavior and the digital landscape. But, if that sounds overwhelming – don’t worry, we can help!

Next Horizon is a Central Florida technology company specializing in digital marketing, mobile-first website design and custom web development. As new marketing trends emerge, we keep our finger on the pulse of consumer behavior and new tech tools. We bring award-winning expertise and a people-centered approach to planning and executing our web design and marketing strategies. Let’s work together to dominate the digital landscape as we move forward into the Next Horizon!

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