Your Guide to 2022 Marketing Trends
The marketing landscape constantly changes, and it's essential to stay up-to-date on the latest trends – even if you don’t plan to implement them. Below are some things worth paying attention to in 2022.
User-generated content
It's easy and effective to share the positive things people say about your products and services. This isn’t news, really. But social proof is a great way to demonstrate the trustworthiness of products and services, plus it can reinforce purchasing behavior – helping buyers make informed purchasing decisions. Use it on social, in ad campaigns, and on your website to bring a new level of authenticity to your brand.
Ensuring privacy
People want to know their data is safe, and ensuring this will be crucial in 2022 and in the years to come. As a result, systems that guarantee the privacy of their customers are now sought by companies of all sizes. It’s about making your customers feel like they’re safe in your hands, from how you handle their contact information to the payment processors you’re using – security controversies can be disastrous for any company.
Plus, if you handle your customer’s privacy with care, you may find they’re more willing to share this information with you – a win-win.
Content marketing
Good content marketing has and will continue to be king. Good content builds credibility, and lousy content does the opposite. Above all, good content tells a compelling story and makes people want to engage with products and services. ‘Nuff said.
Personalized content
People like products that share a relationship with them, products tailored to their unique needs. So the question shouldn't be "how can I sell this product" but rather, "what features does this product offer my customers?"
Ultimately, people want to be treated as individuals, not simply customers. Considering this, marketers should focus on building relationships and providing real value to people before trying to sell them something. You don’t see influencers selling products first, then building a community, do you?
Video Content
Video is a massive format on the internet. More people among 18-34 and 18-49 year-olds watch Youtube than any cable network in the U.S.
Instagram, Tiktok, and Facebook now offer live video features that are hugely popular among younger age brackets. Google also recently released Web Stories, an innovative way for users to experience visually rich content on the web. It seems like everyone's watching videos online. Without a doubt, marketers who don't harness this format's power are missing out.
Speak to the issues
It's difficult for consumers to connect with brands they don’t identify with, and that includes the social issues they’re passionate about. People want to know the products they're supporting are doing good in the world. There are countless issues companies can and should get behind, like increasing sustainability and battling climate change. But talk is cheap, and we’ve seen corporate advocacy backfire when there isn’t substance, so tread carefully and make sure you can back up what you’re advocating.