Posted: 31 Mar 2022 Contributor: Ghia Marnewick
Digital Marketing Trends 2022: Catering to Customers in The Cookieless Era
The future of digital marketing is purely customer centric. Sure, in the past the customer has come first, but in the digital age, this experience needs to receive a lot more thought. There’s not “real” interaction between brands and customers, so how do you go about bridging the gap to build lasting relationships? This forms the basis of most of the digital marketing trends in 2022 that we will be sharing with you.
The truth is, in the online world your brand’s audience is using customer experience as a differentiator when it comes to investing in a product or service. How you manage the customer journey is important, but how you choose to interact with them along the way will be the deciding factor. No pressure, right?
Having said this, let’s look at what will be big in marketing in 2022, and more importantly, how the cookieless movement will play a role in it all.
What are the digital marketing trends for 2022?
Some things in life are inevitable, change being one of them. When it comes to digital marketing, businesses and marketers know that things have the potential to change in the blink of an eye. Knowing what to look out for can help all involved prepare for the impending change sooner rather than later – while remaining ahead of the competition of course.
You may be asking yourself “What is the next trend in digital marketing?”, and to help shed some light on this, let’s take a look at a few trends we anticipate seeing this year – including the death of third-party cookies.
13 Digital marketing trends to look out for in 2022
In an everchanging world, everchanging digital marketing practices are a given. In some instances, they are simple and easy to implement, while others require a bit more effort – like the cookieless movement. Let’s take a look at a few of them.
1. Keep it simple
Content marketing goes hand in hand with digital marketing, however, the way in which it is delivered needs to become simpler. Get rid of the fluff and keep your content concise. This will ensure that it is actually read and understood, instead of simply being scrolled passed.
2. Welcome to the metaverse
While this does refer in part to Facebook’s rebranding, it is about so much more than that. The metaverse refers to a virtual world where 3D avatars, virtual reality and augmented reality all come together. It’s a virtual space in which people can interact and essentially “live”.
Naturally, this virtual space should become a part of your digital marketing space. Brands need to ensure that they reach their customers wherever they may be, including the metaverse. There’s so much room to play around when it comes to this bringing with it the potential for next level marketing strategies.
Non-fungible tokens are a form of digital asset and currency expected to thrive in the metaverse. This currency, however, cannot be exchanged for anything in real life as there is nothing of equal value just yet. To put it into perspective, a fungible asset would be a $100 bill that can be exchanged for 10 $10 bills. A non-fungible asset is like your wedding ring. There is value associated with it, but nothing will truly be equal.
Brands will be able to use this to reward customer loyalty, essentially a discount of sorts. Certain behaviors can result in NFTs being issued that can be used in the brand’s online store.
Tying in with the previous trend, virtual currency continues to grow in popularity – and value. With this trend set to continue, we anticipated seeing decentralized finance become a more common occurrence. Brands need to consider adopting cryptocurrency, as it’s only a matter of time before it becomes the new standard.
5. Neutrality is key
Gender bias needs to be avoided at all costs, driving a need for gender neutral products and marketing. Any preconceived gender notions need to go out the window and be replace with a more inclusive way of doing business.
6. Death to third party cookies
This has already happened, it’s now a matter of seeing the chain reaction of marketers needing to find new and innovative ways of obtaining valuable customer data. Another byproduct of this is the increased need for data privacy and increased online security.
7. Privacy rules are changing the game
We’ve already seen third party cookies become a thing of the past – and this is only the beginning. Online users are becoming more aware of their rights as well as the risks their data faces in the online space. Brands need to have the right policies in place to ensure the safety of those interacting with them.
8. A buffered supply chain
Supply chain bottle necks are a big problem. It started with the pandemic and became more aggravated with holidays and changing seasons. This results in a negative customer experience as customers are not receiving products due to them. Your marketing campaigns need to align with current stock levels to reduce the risk of disappointed customers – and always ensure that you have extra stock on hand just in case.
The rise of mobile and social commerce continues to soar. Brands are taking to the social media platforms to launch stores and drive e-commerce. If you haven’t already, launching a store within your platforms such as Instagram can help increase your sales and improve your relationship with customers. This is also a more affordable way of launching an online store for smaller businesses.
10. It’s about caring
Brands need to look into becoming more sustainable in a bid to care for the earth. In the same breath, they also need to align with ongoing global events and causes that their customers may be interested in. At the end of the day, it’s cool to care, and if you do, your customers will notice.
11. You need to be accessible
In keeping with the theme of inclusivity, brands need to consider making their products more user friendly. Consider the different needs and circumstances of your audience, and tailor your approach to be relevant to all. We’ve seen brands take notice of people with disabilities and develop goods and services that they would be interested in too.
12. Don’t forget about influencers
Influencers remain important when it comes to sharing your brand with the world. Their product endorsements are marketing magic and ensuring that you have the right team on your side will harness the power of it all.
13. Automation will simplify it all
When it comes to juggling multiple campaigns and their various elements, having the right system in place to assist you will help a lot. Automated responses, emailers and even scheduled social media posts will become all the more the norm – although this is nothing new. What we do expect to see is more advanced systems to help marketers cope with incoming data as well as manage the overall running of campaigns.
The bottom line
Digital marketing is a competitive field and staying on top of trends is the right way to stay ahead. Are there any trends you’re looking forward to seeing this year? Let us know below!