What to Change In The New Year || The Marketing Guide
A list of the top digital marketing changes to implement for 2022
What to Change In The New Year || The Marketing Guide
It’s that time of year again. You need to know the biggest things happening in the marketing world so you can strategize wisely and implement them quickly.
Digital marketing is always changing and evolving, but 2022 will likely hold some very dramatic changes. We are going to list some of the top digital marketing changes for you to implement and take advantage of for 2022.
Advertising is challenged by privacy.
Modern digital ads are heavily reliant on data to automatically optimize. New privacy regulations like the iOS update and the pending removal of cookies have been reducing the data used in artificial intelligence.
Recommendation: Companies should assess the impact that this will have on their advertising and be proactive.
LinkedIn is growing, growing & growing.
LinkedIn continues to be a rising star in the digital space. Each quarter they show considerable gains in monthly active users and engagements on the platform. They are also continuously launching new features that drive better results for businesses and pages.
Recommendation: Companies & individuals should go ALL-IN on LinkedIn.
Less is more.
The explosion of digital marketing options means that many businesses are spread too thin across too many channels. Smart businesses focus on dominating one channel.
Recommendation: Companies should get more focused and aim to do fewer things better.
Websites get faster.
Website traffic is overwhelmingly mobile; however, most websites still don’t have fully mobile-optimized experiences. As Google launched Core Web Vitals site design, speed will become extremely important.
Recommendation: Companies MUST make sure their websites are fully optimized. (Contact us for a site audit)
SEO is less game and more integrated.
Search engine optimization is one of the oldest and most valuable forms of digital marketing. As search algorithms have continuously become smarter and more contextual, marketers and companies need to focus less on the “hacks” and “tricks” of SEO and more on providing an outstanding and meaningful experience to their users.
Recommendation:
Marketers/companies should focus not only on SEO but also on excellent user experiences at the same time. (SEO services)
Higher Level Opinions
Own your audiences.
In reality, Facebook, Twitter, Instagram, or any other social media network owns your audience. You don’t own them. So even if it has been working quite well for you, you should be worried — and should start owning your audience. Why? That’s why 2022 should be about starting to own your audience. I know it’s easier said than done, but in the long run, you’ll be able to achieve some great results. Newsletters are compelling. Think about it. Your audience’s inbox is a personal space, and if they are keen to let you in, you’re likely to get their undivided attention. However, if you manage to get into their inbox, your marketing strategy will have to change. The content must become much more personalized and relevant to specific groups.
Invest in online events
Online events (such as webinars, seminars, or product launches) are always a great way to spread the word about your brand to your existing clients and potential new ones. I see more and more brands participating in online events. They also provide them with other opportunities, such as directly gathering data on the audience attending the event. Later on, the data can be used to build consumer profiles and sell directly to them. It will eliminate the need to rely on third-party information and will help build a stronger relationship with the audience. Online events may not bring massive revenue at once, but they will undoubtedly help your business grow in the long term.
Content is no longer the king, simplicity is
Content is king — I’m sick of this phrase. There is tons of content on the internet. How does it help? In fact, I believe that simplicity and clarity are kings. Therefore, I suggest working on longer and more educational content through blog posts and articles, as they are an excellent tool for strong SEO and thought-leadership. Still, at the same time, they can be more interactive. For example, you can add quizzes, games, and questions, which tend to do exceptionally well, to your blog. All thanks to Instagram interactive stories that conquered the space.
Keep in mind that you don’t have to post every day. Better to provide higher quality content less frequently, but be sure that whatever you are delivering is relevant, engaging, and beneficial.
Become a thought-leader and educate rather than hard-sell
Digital marketing experts estimate that most Americans are exposed to between 4,000 and 10,000 advertisements each day. That’s a lot of ads! No wonder people have grown to be immune to hard-selling tactics. In fact, they turn on their defensive mode when brands start pressuring them to make the purchase. Instead of hard-selling your products or services, educate your customers on why they need you. It has to be about convenience, and you have to show them that you can help them. Hard-selling will become more and more ineffective. Instead, better redirect the energy used to develop hard-selling strategies to find ways to provide convenience and educate your audience.
Become a better storyteller
Consumers don’t want to hear how fantastic your product or service is. What they want to know is the story about the time you helped to solve a specific problem. Many businesses still use flowery words to describe their products. What is often missing is a real-life display of the advantages that the product has.
Bonus: The foundations still matter most.
It is easy to get distracted by shiny new digital objects. Marketers love new trends and to be on the leading edge of new technologies and platforms. Yet the trust is that most of the business growth still comes from the foundational tools in digital marketing. Don’t forget to focus on your foundation. Often, optimizing your base digital execution will provide a better return on investment than experimenting (and getting distracted0 with every new tool.
Bottom line.
2022 will bring in some fundamental changes to the way we market. The death of the cookie is a big deal to the digital advertising that many businesses have been heavily relying on. And even though we don’t really know what impact it will bring, one thing is certain — consumers will continue becoming more demanding. That’s why it’s best to start adapting alternative advertising methods: experiment, measure and ensure that they work.
2022 is going to be exciting. We’re sure about it!
