Email is a more important channel.
Loyalty is a thing of the past.
Prospecting… the new priority.
General discounts that are losing favor.
The war on data.
Video as a cornerstone.
The escape from digital white noise.
Advertising postcards.
Digital storytelling sets professionals apart from amateurs.
Judgement day for Facebook/Meta
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10 digital marketing trends in 2022 for your strategic plan
#1 Email is a more important channel.
Melissa Sargeant, CMO at Litmus , believes three trends have contributed to the prioritization of email: personalization, automation, and privacy. She anticipates tactics like dynamic and interactive email content, AMP for email, and new personalization strategies becoming more important in 2022. “ Litmus recently published a State of Email report showing that email has become the most important marketing channel — email marketing is critical to your company’s overall success ,” Sargeant says. “ This is a 20 percentage point increase from 2019, and over 40% of companies intend to increase their investment in 2022. ”
#2 Loyalty is a thing of the past.
“Loyalty programs will become a thing of the past and will morph into membership programs ,” says Jay Myers of Bold Commerce. “ People crave membership and community – it’s human nature. What’s not human nature is wanting to be in a loyalty program. Marketers have realized this . And while loyalty points can offer value to consumers, they aren’t compelling differentiators on their own. In 2022, brands will transform loyalty programs into true membership. And unlike loyalty programs where customers are hesitant to join , these membership programs will be so compelling that customers will pay to join. Brands will embrace the membership model and add value through benefits, such as exclusive product access, free shipping, and offline events .”
#3 Prospecting… The New Priority.
“ Hindsight may be 20/20, but companies will prioritize foresight in 2022 ,” says Feedback Loop’s Rob Holland. “ With increasingly direct access to consumers, brands will no longer wait until after the fact to get feedback on campaigns, products, and brands they’ve already launched to find out what people think. And they’ll avoid a bit of controversy and major financial setbacks in the process. This isn’t to say marketers won’t have bad ideas in 2022. That’s inevitable. But at least we’ll see more of them skipping the part where they turn those bad ideas into catastrophic decisions for their brands .”
#4 Discounts that quickly lose favor.
“ Brands have been eager to move away from a reliance on using deep discounts to acquire new customers and instead identify opportunities to deliver value through their products and the role they play in customers’ lives ,” says Bluecore’s Sherene Hilal. “ Digital has expanded how and what types of value brands can gambling data korea deliver to customers. In 2022, brands will begin to replace blanket discounts that don’t retain shoppers for long . They will do so with unique offers based directly on what they know about shoppers (i.e. they will buy based on free shipping) as well as their own unique selling points (i.e. free personalization, in-store experiences).”
#5 War on data.
“ The war on data will intensify and marketers will lose access to more of the data they rely on ,” says global marketing consultant Tim Parkin. “ First-party data will become the foundation of all marketing initiatives. Many organizations, who have not prepared, will struggle to collect this data to remain competitive .” This is perhaps one of the most important digital marketing trends we share today.
#6 Video as a cornerstone.
“Video will replace static assets and become the cornerstone of all marketing campaigns ,” Parkin adds. “ Social media and TV streaming platforms will introduce new advertising products that emphasize video . Even the retail experience will see new innovations in the use of video to engage customers and generate revenue .”
#7 Great escape from digital white noise.
“ Rather than getting lost in the digital inbox, savvy businesses are being discovered in the mailbox ,” says Jordan Stevens, a digital marketing consultant in Canada. “ Direct mail can initially be dismissed due to misconceptions about the channel. However, integrated campaigns give businesses the opportunity to reach millions of people on a more personal level than digital communications can provide alone . Overall, direct mail performance and engagement continue to increase. According to Canada Post, 92% of people surveyed read direct mail and 71% share it. While your audience is bombarded with digital messages all day, direct mail breaks through in a way that is authentic, unexpected, nostalgic and tangible .”
#8 Advertising postcards reach people where they live.
“ Direct mail is a way to communicate with your consumers right in their homes. It allows you to target your audience based on location and demographic profile ,” Stevens adds. “ Over the past five years, we’ve seen an increase in advertisers using postcards to reach their audience, and we expect that trend to grow. Postcards are lightweight, visually appealing, and stand out in the mailbox. As digital advertising spends increase, whether you’re a real estate agent or kitchen renovator, postcards are a simple format that maximizes ROI .”
#9 Digital storytelling separates amateurs from professionals.
“ There’s been a huge focus over the last year on digital storytelling ,” says author and founder of 3 Dog Write, Lisa Apolinski. “ But many companies are still struggling to get it right. Many companies are still making their stories about themselves versus how customers can be successful with the help of the company’s products and services. Companies that can leverage persuasive storytelling will have their digital content creating value and engagement and not just content for content’s sake .”
#10 Judgement day for Facebook/Meta.
“ We’ve all had moments where we thought Facebook was destined for ruin ,” Apolinski adds. “ I wouldn’t count out Mark Zuckerberg for this new rebranding. However, I think Meta’s overall success will be determined by whether Zuckerberg is willing to step back from running the company to allow new energy into the organization. If Zuckerberg continues at the helm, Meta’s success will diminish and it won’t reach the same levels of success as Facebook. 2022 will be an inflection point for the company and many organizations are being more conservative with spending on Facebook as they wait to see how this new brand is received and what opportunities it brings .”
Now it's your turn
Sometimes not everything we see on the horizon turns out to be what we thought it would be. Digital marketing trends can be very changeable. But it doesn't hurt to keep an eye on them, to k
