5 things you need to know before creating a digital marketing strategy in 2022

In just two years time, Covid has accelerated shocking growth of about 7 years in developed and underdeveloped countries in terms of digitization and automation, whereas supply chain and internal operations growth of 3 to 4 years respectively. The best part is that most of these changes are long lasting and are here to stay. Apart from that many psychological and behavioral changes are observed like increased risk for anxiety and mood disorders. Behavioral changes such as altering brand loyalty and explorative choices.

Hence it’s crucial to look at digital marketing strategy in a new lens. Here are 5 things to consider before creating a digital marketing strategy for your clients.

1. More Long-Term Influencer-Brand Relationships

As mentioned above, due to the alteration in brand loyalty consumers are shifting interest to exploring the market. However influencer marketing strategy if run long term it builds human connections with the consumers which caters this issue. We can already see certain brands taking this opportunity to build more authentic connections with their audiences through longer-running programs that leverage influencer expertise and credibility over time.

While influencers garner hundreds of comments and likes on one post, brands are often left out in the cold with zero engagement to be found.

Ouch.

That’s why it’s high time to leave the content and engagement to the folks your customers want to engage with: influencers.

The numbers don’t lie:

• 51% of marketers say influencer-created content out-performs branded content.
• 89% of marketers see comparable or better ROI from influencer marketing compared to their other marketing channels.

2. Conversational Commerce

Conversational commerce, also known as chat commerce or conversational marketing, is a way online retailers unleash the potential of conversation to sell their products and services. With the rise in digitization the competition has increased hence to stand apart a more personalized and humane conversation can be a competitive startegy. It doesn’t matter whether the conversational experience is delivered to a potential customer via a chat app, a chatbot, a voice assistant, or through a messaging platform. As long as customer communication is personalized, helpful, and moves the consumer faster through the sales funnel, it serves the purpose.

Here are some of the primary benefits of implementing conversational marketing:

• Collecting more accurate data about your audience.
• Building stronger relationships thanks to personalization.
• Saving time
• Improving customer satisfaction
• Generating leads and sales through new channels.
• Available 24/7 and can be automated.

3. Can’t emphasize more on TikTok

Whether pulling through a pandemic or not, brands should recognize the power of social media marketing. While Facebook, Instagram, Twitter, and YouTube don’t need an introduction, some marketers overlook a powerful new player, TikTok.

New Report Suggests TikTok Will Surpass 1.5 Billion Users in 2022.

With its hyper-engaged community of shoppers, trendsetters and word-of-mouth advocates, TikTok is the perfect place to reach new customers and grow your business. There’s something here for the whole family — whether you’re looking to reach Gen Z, Millennials, parents or grandparents, every generation has flocked here to join the fun — and countless subcultures gather here to share their latest discoveries.

TikTok is even changing the way how communication is broadcasted taking in consideration of the Ukraine crisis, people are reporting through Tiktok. Brands and also small businesses are using TikTok for their marketing and it’s doing wonders. Here is an example of how a small restaurant has gained popularity because of it.

4. Using Social Channels For Customer Service

Forrester predicts digital customer service interactions will increase by 40% in 2022. As time spent on social media is drastically increased post pandemic.

Social marketing will be getting back to the basics of relationship building and customer service. Marketers need to get back to using social channels to communicate and connect. I realize that organic engagement is tough, even with paid content. The opportunity for brands in 2022 is to go back to using social channels for customer service, which is how many brands built a following way back in the day.

5. Understand Your Data Better with Google Analytics 4

At the end of 2020, Google Analytics announced an update to its platform. The new version aimed to help marketers “get better ROI from their long-term marketing using machine learning to automatically offer helpful insights and give an understanding of customers across devices and platforms.”

5 key updates to note:

• Better Google ad integration
• Granular data controls
• Machine learning that drives smart insights and can identify trends
• Data measurement that’s customer-focused
• Privacy-centric

“We’ve been talking about Google Analytics 4 a lot in recent months. (Now you need to) get it onto your website, get it recording data, get it understanding the movements of your site while cookies are still around because cookies are going,” stated Cathal Melinn, Digital Marketing Director and eCommerce Specialist.

Signing off,

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