Highlights - The Digital Marketing Landscape in 2022

At Go Ninja we believe in keeping abreast of the digital marketing landscape and how this affects the consumer market. There is an ever existing need to find unique strategies in which to appeal to the consumer. Certain proven strategies like the importance of SEO or mobile optimisation still features in 2022 as effective marketing strategies. The following will highlight certain trends that will shape the marketing landscape in 2022. 

Influencer Marketing Evolving.

When global marketing professionals were asked which trends they planned to invest in for 2022, 34% said influencer marketing. This has put influencer marketing at the top of the list for marketing trends in 2022 and above other trends such as short-form video marketing and mobile web design. 

How and why has influencer marketing become a trend? Influencers typically have mastered the platforms they use and the field or topic they discuss. They have a large audience that is interested, engaged and influenced by the content. When marketers work together with influencers, there is the potential to grow brand awareness and gain followers. 

It is true that most marketing endeavours simply don’t have the budget to hire celebrity influencers with millions of followers. It has been found that more than 56% of marketers who make use of influencer marketing, use micro-influencers. Micro-influencers are social media promoters who have less of a following, usually between thousands to ten thousands. They may have less followers but they attain a higher level of engagement.

Video Marketers Keep Content Short.

In a recent survey short-form content has been found to be the second most effective trend marketers are currently investing in. More than 31% of global marketers currently invest in short-form video content, 46% of them consider the strategy to be effective when in terms of performance and engagement. This year 89% of global marketers plan to continue investing in it. Both B2C and B2B marketers have found that getting to the point with short-form videos is much more effective. This format aligns well with the fast-paced attention spans of online audiences in a variety of demographics. Social media platforms such as TikTok, Instagram Reels and YouTube Shorts are all dedicated to short form content.

Mobile Optimization More Important Than Ever. 

Consumers are spending far more time on mobile devices than in the past. It is estimated that more than half of annual online website traffic comes from mobile devices, including tablets. As millennials and Gen Z audiences continue to attain buying power, mobile-optimized digital experiences are important, to improve marketing endeavours, when marketing to these highly connected generations. 

Permanent Social Media Posts vs. Ephemeral Content.

Ephemeral content, which only stays published for 24-hours and then disappears, (unless it's saved or archived) will still be used in 2022. However, brands have noticed that permanent social media content, such as standard posts and videos, that is permanently displayed on a platforms feed, is still more effective.

If your main priority is generating a solid ROI, perhaps ephemeral content is not the best strategy to use. A mix of ephemeral and permanent content can offer the best results. It gives brands the urgency and agency of temporary content as well as the consistent engagement and longer-term brand awareness of permanent social media content. 

SEO Still Relevant 

Marketers need to make sure that websites and content are as discoverable as possible, especially on Google. This has the potential to provide long-term and short-term traffic results. While SEO is not new, its strategies are becoming more rooted within current marketing strategies.

The need for SEO strategies continues to grow, and so do search optimization opportunities. As Google algorithms have evolved, so has SEO. It is so much more than merely creating simplistic posts that answer the normal search queries. Brands are  now investing in SEO experts who can help with search insights reports, multimedia optimization and more. It would be wise to invest in SEO.

More Brands To Test Native Ads.  

36% of marketers who make use of native ads report that it's effective, while nearly 5% report that it's their top ROI-generating strategy. Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear. Native ads are found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don't really look like ads. They look like part of the editorial flow of the page. Native advertising is designed to blend in and promote your brand to a new audience who might otherwise never learn about you. 

As native ads don’t look like traditional ads, consumers are more likely to engage with them. Consumers are 50% more likely to engage with native ads than banner ads. Examples of native advertising can be found on social media, through search engine results, content recommendation platforms or in campaigns.

To incorporate native advertising in your marketing efforts, look for platforms that are relevant to your brand. It is important to sound natural and avoid being perceived as blatantly promotional.

Companies To Focus on  Social Responsibility.

Although 31% of marketers say social responsibility is ineffective when it comes to campaign engagement or performance, 45% still plan to invest in it throughout the next year. The reason being, social responsibility, ethics, and transparency matter to the modern consumer. The interest in purchasing products from socially responsible brands became prevalent during the many global pandemic. Companies have begun to pivot social media strategies to focus more on offers, initiatives and promotions that highlight causes they support. Although this might not sell products immediately, showing a sense of social responsibility is still both thoughtful and effective.

The digital marketing landscape in 2022 seems exciting. The challenge to really connect with consumers is important. Making use of relevant platforms, with effective marketing strategies will give marketers the edge. At Go Ninja we adapt to trends and can take your digital marketing strategy to evolving heights.