06 digital marketing trends you can't ignore in 2022

At the time, Artificial Intelligence, Data-Driven Marketing, and the use of voice-based search engines (VSEO) were such ambitious concepts that they bordered on the absurd. Today, these are some of the most popular modern digital trends in marketing.

Why not? Ultimately, if your company wants to remain relevant in today's online market, it must keep up with the latest developments.

This article reviews the 06 main digital marketing trends that you shouldn't ignore this year, as they will allow your business not only to endure but to grow amidst the endless, ever-changing marketing trends.

01 — Programmatic advertising

The term "programmatic advertising" refers to the practice of using AI to facilitate the purchase of ads. By eliminating humans from the ad buying process, companies obtain a more reliable and cost-effective solution for their needs.

The global programmatic advertising market has surpassed $130 billion, with 61% coming from US companies. According to eMarketer, US programmatic display advertising will grow by 18,4% next year, similar to past averages.

According to Cléber Tiburcio, advertising executive and founding partner of the marketing agency Realiza MediaThe effectiveness of programmatic advertising lies in its ability to optimize its scale, and this surpasses the capabilities of a human being.

"Most manually targeted search ads (even those created with professional tools) are based on three or four factors, including keywords, time of day, and geographic location."

Tools such as demand-side platform programs utilize hundreds of destination signals to personalize the ad and can even focus on user behavior or lifestyle when integrated with the customer information platform.

If paid media buying is an important method for acquiring customers, you should pay attention to programmatic advertising.

A popular programmatic advertising method that you should consider might be... RTB, or real-time bidding. (also known as RTB), which uses real-time auctions to buy impressions of pre-announced ads on specific publisher websites.

02 — Optimization with AI

Artificial Intelligence is the technology that powers many services, such as chatbots, content creation, and search engines. It has been particularly accelerated since the beginning of the COVID-19 pandemic.

According to a PwC survey of over 1.000 US-based companies, 52% have accelerated their AI adoption plans. Key benefits include...

Content creation is a key component. Jarvis is an instance of an AI-powered program that is “trained to generate original and creative content.” According to reports, leading SEO experts taught Jarvis how to write blog posts as well as copy the website.

AI can also study consumer behavior and search patterns and extract information from social media platforms, such as Instagram, or blog content to help companies discover how consumers find their products and services.

One of the companies that has established AI as the core of its value proposition is Google. Over the past two years, the application of AI has allowed the search engine to know more precisely what users are looking for and what type of content will best meet their needs.

Google recognizes what people are searching for and what type of content will best meet their needs. For example, if we search for "fish oil," Google knows that the primary search intent is to learn more about the health benefits and negative effects of fish oil.

Therefore, it's highly unlikely that you'll rank first for that search term with an online product page. If you make this mistake, the effort and time you dedicate to content creation, promotion, and link building will be wasted.

It's more essential than ever to be able to identify search intent, and optimizing content is a fantastic method to achieve this. The most efficient way to incorporate the concept of content optimization into your content and SEO workflows is through an application like ClickFlow.

ClickFlow's Content Editor feature extracts information from the 20 most popular pages currently in the rankings. It also helps your team members write optimized articles.

Using Artificial Intelligence to provide keywords and subtopics can make an article more readable and offer the greatest opportunity for ranking at the top of the page. It will provide an estimated word count and feedback on readability, as well as an overall optimization score determined by keywords and subtopics.

03 — Conversational Marketing

Throughout the conversation about chatbots, the reality of modern marketing is more interactive than ever. Audiences want it this way, and companies are responding. When consumers ask about a problem, 82% say the brand provides an “immediate” response.

Conversational marketing creates personal and instant communication between customers and marketing professionals.

Unlike traditional methods, this type of marketing is now accessible through multiple channels, allowing companies to meet their customers' needs according to their preferences using platforms, devices, and times that suit the customer's needs.

David Cancel, CEO and founder of Drift, describes it this way: “Today’s buyers expect to get what they’re looking for today, not in the future… It’s in the way people communicate.”

In fact, Drift found that 41,3% of people use conversations as marketing tools to make purchases.

Some methods that companies employ to implement a conversational advertising strategy are:

• Chatbots
• personalized videos
• Personalized emails
• Virtual sales assistants

One example of a business that benefited from using conversational marketing is ThoughtSpot. Following its introduction, its implementation saw the company increase sales tenfold, with 10 times more conversations, 70% more qualified marketing leads, and 64% more scheduled appointments.

04 — Chatbots

One way to implement conversational marketing involves chatbots. Chatbots use AI technology to deliver an automated, human-like message to website users in real time.

Research has shown that:

• The most significant advantages that chatbots offer to companies are 24-hour support (64 percent), quick response to questions (55 percent), and answers to basic questions (55 percent).
• Uberall found that 80% of users have positive experiences using chatbots.
• Juniper Research predicts that e-commerce chatbot transactions will reach $112 billion in 2023.
• In 2024, Insider Intelligence predicts that the number of retail purchases made by chatbots globally will reach 142 billion, representing an increase of US$2,8 billion from 2019.

Many customers like chatbots because they are available 24/7, answer questions promptly, and can accurately record their complete purchase history. Chatbots provide excellent customer service, meeting customer requirements and automating tedious tasks, freeing up their time to do more valuable work.

As more customers become accustomed to chatbots, they will become increasingly important for a pleasant customer experience.

05 — Video marketing

Video marketing is among the most significant marketing trends today and will likely remain so for the next 5 to 10 years. A study by Bigtable revealed that:

• 60% of companies use videos to promote their business.
• 60% of marketing professionals see video as a "very important or extremely important" component of their overall marketing plan.
• 74% believe that video offers a higher ROI than still images.
• 52% of them say that video can help them build trust with potential clients.

If you're considering using video in your marketing strategy, don't just consider YouTube. There are many ways to increase engagement with video marketing. Video advertising. For example, you can create videos or start a live stream via Facebook, LinkedIn, or Instagram. Another way to schedule Instagram posts to ensure maximum engagement is to use Recur Post's automated tool.

Video is an excellent channel for repurposing and publishing content. On one hand, this means creating a piece of content, such as blog posts, and turning it into a video.

As an example, we employed this technique in the form of this Amazon 101 marketing piece, which Eric repurposed into a short video.

You can create a video, upload it to your website or YouTube channel, after which you can:

• Translate and publish it in your own article (with an embedded YouTube video for higher ranking).
• Send the raw video along with the captions as captions to Facebook (Facebook native videos get a significantly higher share of views and engagement than videos shared from YouTube).
• Take the audio and use it for a podcast episode.
• Include video thumbnails in your email marketing campaigns and include the term "video" in subject lines, as this has been proven to increase open rates by 19%.

06 — Visual Research

Visual search is a completely new technique that allows users to upload images for searching. Although not very old and not widely used, there are two companies that utilize visual search:

A) Pinterest

Pinterest has jumped on the visual search bandwagon by launching Lens, an image-based search tool that allows users to take a picture of an item and determine where they can buy it online, search for similar items, or browse Pinterest boards with Similar Products.

Pinterest Lens can recognize 2,5 million fashion and home objects and has already generated over 600 million searches through Pinterest mobile apps and browser extensions. Since its introduction, Lens has witnessed a 140% increase in Lens usage.

Pinterest continues to enhance its features with the release of these new features:

• Pin Codes are QR codes to help users find ideas while shopping or browsing through their magazines of choice.
• Pinterest Idea is a concept similar to Snapchat and Instagram Stories, using multi-page video formats to allow creators who want to publish high-quality, long-lasting content on Pinterest. Currently, it is only available to users in countries such as the USA, UK, Australia, Canada, France, Germany, Austria, and Switzerland.
• Test AR is an AR feature for testing the latest eyeshadows from leading brands such as Lancôme, YSL, Urban Decay, and NYX Cosmetics.

B) Google Lens

Google Lens can be described as a visual search engine from Google that detects landmarks and objects using the camera app. This is what you can do when photographing the following objects:

• Home and clothing: Find similar products and where to buy them.
• Códigos Barcodes can be used to obtain information about the item, including where you can buy it.
• Business card: Save the contact number or email address for future reference.
• The book Find a synopsis and review the reviews.
• Outdoor advertisement or flyer for the event: Include the event in your calendar.
• Building or landmark: See historical facts, opening hours, and much more.
• The art of painting in museums. Learn more about the artist and discover more about the artist.

Animal or plant: Learn about species and breeds.