Five Ways to Up Your Digital Marketing Game in 2022
The era of digital acceleration is upon us, and we are entering one of the most dynamic phases of marketing to date as a result. With the rapid emergence of new platforms, tools and trends, it is imperative that marketers stay ahead of the curve in order to capitalize on these opportunities. Here are five digital trends that every successful marketing strategy should consider in 2022.
1.Video Content
With platforms like Tik Tok exploding in popularity over the last few years, it is obvious that video content is at the forefront of user engagement. Videos take advantage of site, sound and motion, thereby creating a more stimulating viewing experience compared to static images. 84% of people say they’ve been convinced to invest in a product or service by watching a brand’s video. Youtube continues to hold the title of most popular video content platform, with 65% of global viewers spending most of their time on it (invideo).
Explainer videos are the most popular types of video content created for marketing purposes, and 96% of people report watching such videos in order to learn more about a brand or product. This can be applied to short-form video content such as Tik Toks and Instagram reels, but also longer running content on platforms like Youtube. Use video to place your brand in a context that highlights its characteristics and competencies, in a way that is easily digestible for consumers.
2. Experiential Marketing
Experiential marketing offers a two-way interaction between a brand and its consumers, creating value for both parties. Consumers are given access to unique and immersive experiences while brands are able to build strong customer relationships and obtain valuable first-party data. The idea of an “experience” holds a certain appeal in comparison to physical products amongst today’s consumers. In fact, 75% of Millennials (the largest consumer cohort) claimed that they would rather pay for an experience over a physical product.
While we often associate experiential marketing with live, in-person events, the concept can be further enriched in the digital space. Think live shopping streams, mini-games, online contests and more. The end goal is to immerse your consumers in the essence and narrative of your brand, creating positive associations and building communities in the process.
3. Audio Marketing
Consumers of today are multi-media oriented, typically engaging with 2–3 types of media channels at any given moment. As a result, digital audio is becoming increasingly present in our day-to-day, and is even encroaching on traditional radio listenership. According to emarketer, ¾ of internet users listen to digital audio, with 30.8% also using smart speakers to access audio. Podcasts have also skyrocketed in popularity over the last few years, with 62% of young consumers (age 13–39) listening to podcasts, 26% of whom listen every week.
Audio is a channel that can easily be integrated into a consumer’s overall media consumption portfolio, as it exists in the background but can still capture attention if done right. Audio marketing is not just limited to Spotify ads. Brand podcasts, themed playlists, audio books and ASMR are just a few of the possibilities that audio marketing holds for brands. Blue Apron, Trader Joes and Starbucks are examples of brands that are leveraging these types of ideas.
4. Gaming
The pandemic-driven gaming boom boosted video game sales by 20% in 2020, accompanied by growth in Twitch and Facebook gaming by 82% and 79% respectively. According to Insider Intelligence, there will be 179.6 million gamers in the US by 2022, meaning that more than half of the US population will identify as digital gamers.
This represents a newly growing consumer base for marketers to tap into. So far the extent of gaming marketing has been ad placements in free to play mobile games. However, the recent boom in gaming is opening up new avenues for in-game advertising. Collaborations with gaming franchises has become a popular endeavor, such as those with the famous online multiplayer game Fortnite. This also comes with the ability to create brand specific in-game items such as weapons, skins, outfits and other collectibles.
5. The Metaverse
Consumers of today are becoming more invested in the idea of digital personas, and the Metaverse is a product of this. The term refers to a collection of virtual communities and experiences built using digital avatars, augmented and virtual reality and blockchain technology (among other things). While it is still elusive and confusing to most, the concept of the Metaverse is starting to gain traction, specifically among younger consumer cohorts. 4 in 10 Gen-Z and Millennial consumers report interest in the Metaverse, and a recent Gartner report also states that by 2026, 25% of consumers will spend at least 1 hour a day in the Metaverse to shop, learn, socialize or consume entertainment.
The Metaverse holds infinite opportunities to increase brand awareness, strengthen customer relationships or reach new audiences. This could be done in the form of virtual goods, showcases, games or wearables for digital avatars. Some examples of this are Louis Vuitton’s Metaverse gaming experience and Nike’s line of virtual sneakers.
