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