As the new year approaches, every business starts to look ahead and set new goals. Digital marketing is becoming one of the main pillars of success. Without a strong digital presence, your business is going to stagnate and fall behind. Before setting digital marketing goals for 2022, we need to look at the future of digital marketing.
Digital Marketing Trends for 2022
The major digital marketing trends and changes that we’ll see in 2022 and beyond are:
- No Cookie Tracking
- Multi-Channel Approach
- Consumer-Centric Content
- Digital Events
Tracking Online Behavior
It’s true; Google is going to phase out cooking tracking on digital advertisements. Cookies are little breadcrumbs that the internet drops on users’ browsers to track their online activity. The goal of cookies is to allow companies to understand user behavior to personalize and optimize advertisement and content.
Of course, Google is all about creating a valuable consumer experience online. While cookies may become obsolete, new methods will increase consumer privacy while still optimizing the ads and content presented to users.
Digital marketing relies heavily on user tracking tools, like cookies. Without cookies, you need to look to other digital methods to track user behavior to optimize your advertisement and content to meet their needs.
Customization and Personalization
AI tools will be essential in future digital marketing efforts. Instead of relying on cookies to track user data, you will need to use available AI tools to track users, provide insights, point out trends, and identify needs.
Use the information you gain from AI tools to personalize and optimize your content to make your digital marketing more efficient and effective.
Multi-Channel Approach
Your audience is active on multiple digital channels and networks, and you should be, too. That’s not to say you need to be everywhere, all the time. Identify the top two or three channels where your target audience is active and create your profile.
Make sure that your messaging is consistent across all platforms and channels.
Consumer-Centric Content
Digital marketing is not about “selling.” It’s about telling your story and connecting with your audience. Your online advertisements and content need to be consumer-centric, not product-centric. Understand consumer pain points and address their needs, present a solution. Don’t boost your products and services; boost your help to consumers and be a valuable resource.
Empathy should be the starting point for all digital marketing.
Online and Digital Events
The pandemic made online events and meetings much more accessible and normal. Continue and build on this trend in 2022 by hosting online events and webinars. Hosting online events will position you as an industry leader, increase brand awareness, and allow you to engage and communicate directly with your audience.
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