Since the dawn of the internet, our lives have become inextricably linked with the online dimension. People exchange emails, search for information, and, most importantly, buy stuff.
Before even considering a B2B provider, the first thing prospects do is go online. They may see your name on a paid ad, in a video, or come across your article in a search engine and (hopefully) become your customer.
All of this is possible when you pursue digital marketing. It adapts to your needs, raises brand awareness, costs less than ordinary marketing, and reaches your audiences across the globe.
Besides that, you can be sure that it won’t go anywhere: Google receives over 77,000 searches per second, 1.66 billion people shop online each year, and send an average of 313.2 billion emails.
Hopefully, this inspires you to pay closer attention to the digital side of your business, so to keep you up-to-date, we’ve gathered the top six digital marketing trends you can implement in 2022.
1. Videos Will Get Shorter.
If you want more engagement and communication with your potential and current customers, videos are the way to go. Visual content is perceived better by the human brain, so it stays in memory longer. Videos can educate you about your products or services, improve brand loyalty, and increase ROI.
However, modern customers have neither time nor patience to watch long videos. In fact, 33% of people will stop watching a video after thirty seconds, and 60% will do so after two minutes.
Short videos that get straight to the point and save precious time are the biggest thing in video marketing at the moment. That’s why Instagram Stories and videos on Reels and TikTok have grown so popular over the last couple of years. Just Tiktok alone is expected to surpass 1.5 billion users in 2022.
Why should you care? Short videos take less bandwidth to make, hold your attention, and get better retention rates.
2. Meta Will Dominate Social Media.
Meta is the product of Facebook rebranding. Although most functions of Facebook were left untouched, Meta puts big bets on the Metaverse, which is a term for virtual and augmented reality (VR/AR) experiences. And that’s exactly why Meta may even be more successful than Facebook.
According to 2021 Hubspot Blog Research, 35% of marketers were leveraging AR or VR in their strategies, and almost half of those plan to increase its usage in the future. Both AR and VR enhance customer experiences online and at live events, and are perfect for standing out from the crowd.
Why should you care? AR and VR moved slowly through marketing due to the high price; Meta may be the tool to stay ahead of the competition without spending too much money.
3. Investments in Automation and AI Will Increase.
Basically, everything that can automate digital marketing is worth your attention. There are tools for email workflows, analytics, and social media post scheduling. Automations like these save time and money for your company and let your workers focus on other aspects of business.
What about your customers though? To provide them with a fast and responsive digital experience, there’s artificial intelligence (AI) a returning eCommerce trend from 2021. One example of AI is the use of chatbots.
Most customers expect businesses to be open 24/7 and chatbots were the solution to that. However, now a customer doesn’t just want an algorithm that can answer FAQ but conversational intelligence that can understand tricky requests and respond accordingly. And that’s where AI comes in.
It’s the closest we’ve come yet to a human interaction without a need to hire customer support.
Why should you care? Automation tools and AI save resources and also provide a fuller digital experience for your customers.
4. Our Approach to Data Will Change.
As you’ve noticed, many trends come out of challenges, and finding high-quality data is always tough. However, this is where our new approach to data begins.
Accurate data gives you a higher chance of finding good leads and opening up business opportunities. It also allows you to map and analyze the customer's buying journey, accurately A/B test variables of the outreach, create precise segmented campaigns, and craft personalization.
So where does this data come from? Companies use first-party, second-party, and third-party data to reach out to potential customers. While the first two are collected with consent and have higher accuracy levels, third-party data can be a shady deal. And though some companies take that risk, with new privacy regulations, it won't be too much of a choice.
Third-party cookies will disappear late in 2022 and the GDPR is meant to make sure you collect your data appropriately.
Why should you care? You may lose some of your data if you don’t prepare for the change, and if you gather data in violation of GDPR, you may get into some serious trouble.
5. Influencer Marketing Will Get Even Bigger.
Usually, when we hear “influencers,” we think of celebrities representing popular brands or bloggers sharing life hacks. They are called influencers because their honest reactions influence buying decisions of consumers. And it’s no different in B2B—except you may have heard of them as thought leaders in your industry.
According to Hubspot, influencer marketing is number one in the industry marketing trends for 2022. It can be set up on media platforms like Instagram, YouTube, or TikTok, or be presented in a form of a podcast or blog.
Why should you care? Influencer marketing enables brands to build trust, raise brand awareness, strengthen brand messaging through authentic endorsements, and reach more-engaged and better-qualified audiences.
6. Digital Storytelling Will Reshape Brands.
Advertising is an important part of marketing, but currently, customers don’t just buy a product or a service, they also buy an identity that comes with it. People prefer a more authentic and honest brand personality that aligns with their principles and conceptions of the world.
So digital storytelling includes streaming your company values, history, and stories behind your services throughout all possible digital channels. Different from advertising, this sort of promotion is perceived as more genuine and trustworthy.
Such an approach may not be the top-selling point right now but will play a big part in the long run of your sales cycle journey.
Why should you care? Digital storytelling makes you stand out from your competitors and positions your brand more effectively.
Bonus Digital Marketing Tips
- Use ads. Google estimates that for every $1 spent on Google Ads, businesses receive $8 in profit.
- Optimize for voice search. Experts estimate that at least 50% of consumers will use voice search by 2022.
- Stay mobile-friendly. 92.3% of smartphone owners use their phones to search online.
Explore Digital Marketing in 2022
The future of B2B marketing or any other business process is hardly an open book; however, as long as we have the internet, we’ll keep doing business through it. It’s time-saving, costs less, and allows us to reach wider audiences.
Hopefully, these digital marketing trends will open a new chapter in your lead generation efforts so your business will continue to grow in 2022.