5 Digital Marketing Trends For 2022

By Gretchen Clarke- Jan 27, 2023 92

Every year, new digital marketing trends emerge and consumption habits change. Also redefining customer behavior and the way they receive information. "In the age of TikTok", for example, is a term of law.


Indeed, there is no denying that technological advances and digital transformations that have already taken place in recent years have accelerated during the epidemic. And this process is even more evident in digital marketing.


The best evidence of this is that, according to a survey published by Salesforce, more than 80% of marketers said in an interview that epidemic brands have changed the way they reach their audiences, which has directly affected their digital strategies. This was one of the data taken from the Global State of Marketing Report.


The survey further shows that despite all the uncertainty brought about by the epidemic, marketers remain optimistic about the future of their jobs and the positive impact of their work on society.


With that in mind, combine the four trends in this material that we believe will be relevant to your business in 2022.


So, grab your pen and pad and start writing our tips!


5 Digital Marketing Trends for 2022


1.    Marketing and sales are moving more and more integrated

In these two cases, any professional has already survived through the skin. Or at least witness a problem arising from the lack of alignment and planning between these two groups.


This is because the distance between the marketing and sales sectors creates barriers to supply. This results in loss of data and loss of final results. But, when these sectors work together, the benefits are immense.


After all, the right digital marketing strategies and methods can reach and attract markets beyond its reach. Although a good position of the business team increases the chances of closing a deal and customer satisfaction.



Knowing this, it is not difficult to see how coordination between these two sectors is essential for the optimization of results and growth of the organization.


And that's why it's one of the biggest trends of 2022.


Marketing Automation and CRM Tools

Marketing automation, for example, is a strategy that is already increasing sales and revenue. Reduce acquisition costs and improve customer retention.


Because automated marketing does not ignore the customer's purchasing phase. In contrast, sales funnel skills allow you to identify the stage of the purchase and the interest of each lead. Also sending the right content will take you to the next level.


Also, it is possible to create a personalized and unique communication for each personality, as well as lead sharing by specific criteria. This will make them much more qualified and thus reduce the work of the sellers and the entire sales cycle.


Finally, the union between marketing automation software and CRM (Customer Relationship Management) are also essential to close more deals.


But for this merger to work on a day-to-day basis, a well-defined agreement is needed.


A document widely used in this regard is the SLA (Service Level Agreement), which is a kind of contract, in which the responsibilities of each team are defined.


This document contains, for example, the quantity and quality of lead that the marketing team should pass on to the sales team. Also targets, deadlines, contracts, and other relevant information for each sector. In this way, it is possible to align the strategies, those involved, the timeline, and the tools used in the process.


Regardless of the importance (and necessity!) Of regular meetings between these two groups, take advantage of these opportunities to rearrange the route!


2.    Interactive content


Interactive content was born with the purpose of providing a more exciting, dynamic, and fun approach for the consumer. Which turns out to be quite seductive amidst the massive, and sometimes aggressive, amount of materials available on the web.


No wonder quizzes, calculators, and smart infographics are so successful.


This topic is also linked to the User Experience (UX - User Experience), which is an approach to the development of products and services that incorporate user feedback throughout the consumption cycle, aiming at reducing costs and creating products and tools that meet the needs of users and are easy to use.


So, the more the product or service is tailored to the user's experience, the more users of the same profile tend to feel comfortable with this approach.


And, still talking about the User Experience, the next few years bring a new policy for the use of cookies. In case you are not familiar with this idea, it is good to clarify that they are responsible for data collection between websites. They exist in two types: first-party cookies (first-party cookies) and third-party cookies (third-party cookies).


In general, these tools allow navigation with login, shopping cart, game score, privacy control, page settings, etc ...


First-party cookies are collected by people who have a direct relationship with an individual or an Internet user. Third-party cookies are collected by third parties. It can enable certain types of digital marketing strategies such as targeting, retargeting, or even measuring online campaigns with reach and frequency control.


But, third-party cookies will be strictly restricted throughout 2022 to ensure greater security for users and better compliance with LGPD.


Also, new options are being created for campaign targeting, re-application, and measurement.  To ensure the effectiveness of these resources in the future, without cookies and with proper compliance with the Personal Data Protection Act.


Among them, we can mention

     solutions based on the resolution of a new identifier ( Identity-Based Solutions );

     solutions based on anonymous identification ( Anonymous-ID Segmentation ) and

     solutions based on intelligent contexts ( Contextual Intelligence).



3.    Artificial Intelligence

Artificial intelligence has stopped being a part of science fiction and it's been a while since we started creating reality. Today, it works on everything from navigation systems, home appliances, and social networking algorithms to space exploration robotics.


And of course, digital marketing will sooner or later include this feature. In 2022, the use of artificial intelligence will increasingly appear in marketing tools, especially in customer service. A good example of this is Virtual Attendant and Chatbot, which have already started incorporating voice capabilities.


Also, virtual assistants like Alexa and Google Home will continue to occupy millions of homes. Which makes artificial intelligence and voice recognition one of the major and powerful trends in digital marketing for years to come.


Another important example of AI in communication is ad optimization. From Google to Facebook, he works fundamentally to bring the campaign to the most deserving target audience. The stages of their action can be defined as:


Mass communication

For many, the campaign is run here. But, of course, not everyone will be interested in your product or service, which will result in a smaller conversion share and a higher cost. Which, of course, made the video an overnight sensation.



At the moment, they are using advertising restriction tools, targeting promotions more appropriately, for the best possible results. That way, we can configure the method so that our message reaches potential customers.


Machine learning

But that's where AI gains traction: by identifying patterns, mapping data volumes, and monitoring human behavior, it learns to customize each campaign method. All this is possible through this process called machine learning.


4.    Short videos


Have you ever wondered where the success of TikTok and Instagram Reel came from? Short video trends have dominated the Internet in recent years. From news to memes, those who manage to invest in this content are different on social media.


By one estimate, about 82% of all Internet traffic will be influenced by audiovisual content, and 26% of this 82% will be focused on short videos. In other words, more than a marketing strategy, it's an enjoyable trend, with 87% of companies already investing in such content.


In other words, short videos are a reality for digital marketing in 2022. And the companies that learn to ride this wave will gain much more relevance and authority, connect with customers and create more engagement.


Also, the fact that large platforms, such as Instagram and TikTok, have already adopted this format. It shows significant conflict for people's attention and screen time to meet the demand for more dynamic and effective content.


You will not be left out, right?


5.    Analysis and customer focus


Finally, in 2022 we will have a stronger idea of ​​customer loyalty. After all, a company that fails to surprise, meet and exceed its consumer expectations loses relevance, profitability, and market share.


This is because the concept determines that, among other things, the company needs to direct all its strategies to meet the needs of its customers, go beyond the consumer's own quest and provide innovative solutions to ensure the loyalty and continuity of this relationship. With your company.


But for this to be possible in practice, it is vital to know your audience and their characteristics, and the best way to do this is through user-centered research.


A quantitative survey, for example, allows a broad understanding of user behavior to identify gaps, perceptions, and opportunities for enjoyment. Qualitative research will help to identify insights gained at the quantitative level, provide further support to priorities, and focus on results.


Bring it here to help you with your 2022 marketing trends

Did you see that the digital marketing trend for the coming year will create many challenges that can only be overcome by a particular team?


And bring here you are here to help. How about starting your plans for 2022? Talk to us and learn more!