Internet Marketing Trends 2022

Internet marketing changes from year to year, so some trends become legends, while others gain relevance. We studied English-language sources and the opinions of foreign experts and collected the top 10 Internet marketing trends for 2022. By the way, there is not much time left until the new year, so have time to adjust your plans and strategy for promoting your business.

Let's remember the main digital trends of 2022.

Personalized marketing and working with the brand

Personalized marketing is a personal relationship between a brand and a customer. This technique allows you to learn more about potential customers and, accordingly, increases conversion and sales.

There are many tools for collecting data: web analytics, mobile application statistics analysis, email newsletter data, advertising channel analytics in CRM, and even entertaining questions and contests.

The collected data must be reliable, segmented, and downloadable. If the data does not meet these criteria, it is useless.

Just imagine:

• Personalized emails are opened 14% more often, and their conversion increases by 10%;
• 77% of users are ready to entrust personal data to brands if they are told how the data will affect the consumer experience;
• 57% of users are ready to entrust data to brands if it affects the relevance of the offered products.

Personalized marketing in 2022 is more relevant than ever: more information about customers will allow you to develop special offers that will increase sales and take your business to a new level.

The main focus of 2022 is mobile marketing

The amount of content consumed by mobile devices is growing every year. According to statistics, the average person uses a smartphone for about 3 hours a day:

• 88% of users solve everyday tasks on mobile devices (buy clothes, order dinner, look for new places to meet friends);
• 80% of correspondence on social networks occurs only from a smartphone.

In 2022, it is important to have a cool mobile version of the site. Think about how you can adapt your business to smartphones.

Live video

A livestream survey showed that 80% of users prefer live video on brand pages to text materials. More than half of marketers around the world believe that live videos give the highest ROI.

Material on the topic:how ROI differs from ROMI

The popularity of live video in 2018 is not the last place. The reasons are clear: the video turns out simple, and heartfelt, so it is in demand among Internet users.

We recommend that business owners adopt the creation of live videos: such content not only perfectly attracts the attention of customers, but also does not require large financial and time expenditures.

Augmented Reality

Technologies are developing rapidly, so the line between the real and digital world is becoming increasingly blurred. Already today, AR technologies (Augmented Reality) are gaining serious momentum in various industries.

For example, in 2018, Apple Corporation offered to explore space or measure the length of objects using a smartphone, and IKEA developed an application that allows you to visually assess how a new thing will look in the house.

In 2022, AR technologies will become a powerful tool for attracting new customers. Especially in business areas where the image in the catalog does not allow you to study the details of the product. For example, when buying a rocking chair or vintage clothing.

Interactive content

Interactive content works much more effectively than usual, because it looks like a kind of game between the buyer and the manufacturer, and ends with a successful transaction.

For example, in 2006, the Crispin Porter agency increased sales of Volkswagen cars using a site where a potential buyer could not only choose the configuration of his car but also drive it both in the virtual and real world.

Another interesting example of interactive content. Snapchat has developed a new feature - Snap Lenses, which allows brands to use elements of augmented reality in the application. Nike immediately took advantage of the feature and sold a batch of Air Jordan sneakers in 20 minutes. Impressive, isn't it?

In 2022, we recommend creating content that will encourage a potential buyer to interact with the product. Moreover, interaction with the client can be completely different: even quizzes, puzzles, tests, and surveys are perfect.

Voice search

According to Google data, 72% of Americans use voice search at home through smart speakers, and 65% - use smartphones. In Ukraine, users do not use voice interaction with mobile devices so widely, but that's for now. Maybe tomorrow a client will find your product using voice search, so it's worth preparing for this moment in advance.

We recommend working on the speed of loading site pages. In most situations, customers use voice search to quickly study online materials, so making the customer wait for pages to load is not the best tactic.

The difference between voice and written information search is that when writing a query, the customer writes up to 10 words, and when searching by voice - up to 30. If the answer to the question is stretched across the entire text, most likely your site will not be in the top.

It is also worth considering the adaptability of the mobile version of the site (the same 65% continue to use the voice assistant from a smartphone). It is important to ensure that the site’s images are adaptable to different devices, the ability to make a quick purchase (preferably in one click), and the pages are not overloaded.

Content distribution

You can’t argue with the fact that content is the head of marketing. But what kind of content to create? We recommend using 8 methods of content distribution to promote your business.

The diagram shows that the most relevant way of distributing content is social networks and the company's blog. But this does not mean that you need to create content in only two directions: most Internet users consume information through several sources, so it is important to work in all directions of content creation.

Highlights Stories

Instagram is updated taking into account the interests of users, so stories have been slightly redesigned. Now you can save them on different topics in your personal profile. Highlight stories are a hot trend in 2022.

You will save customers' time and make it easier to navigate your brand's page. Remember how you used to have to scroll through hundreds of photos to show a friend the interior or menu of your favorite restaurant? With the new feature, everything is much easier: you just need to go to your saved stories and select the appropriate album.

Guess who?

Yes, yes, yes, these are the same long reads that were relevant in 2018. Internet users consume content at any convenient time: on the way to work, in line at the dentist, or during long trips. Therefore, if the text is written coolly, a potential client will not even notice how he swallows it.

Don't be afraid: you don't have to completely redo your content strategy and write only long reads. They are great for increasing client trust in your product and, at the same time, tracking user reactions. By the way, it is convenient to monitor customer reactions to long reads using the Instant Articles service on Facebook.

Strategic planning and a comprehensive approach

The Internet is oversaturated with content, so in 2022 it is important to be creative in its creation. It is worth paying more attention to targeting, and attracting new types of content and platforms for its distribution.

We recommend developing an editorial calendar, or better yet, two. One will allow you to monitor the process of content promotion, and the second will clearly show the development and implementation of your business development strategy. The second calendar should include content for monthly publications, analytical data, and a forecast of the return on each type of content.

Implementation of chat bots

You have probably noticed that people really like to receive answers to their questions immediately, and some also cannot stand calls and long email correspondence. A chatbot will help increase the loyalty of such customers, and in addition, collect primary information about them: it will be able to answer the main set of frequently asked questions instantly, and if none of the options are suitable, it will connect an operator with whom the user will talk online.

On the Internet you can easily find chatbot designers for every taste and budget:

• Chatra
• Aimylogic
• BroBot
• Flow XO
• Botsify
• Gerabot and many others.

You can also make such a bot for free using Telegram and provide a link to it on your website: when clicked, the user will automatically go to the messenger. But keep in mind: with this approach, you will not be able to satisfy the needs of those who do not use Telegram.

Providing expert and verified information

If you still treat the content on the site as text for the sake of text - it's time to change! In 2022, users pay much more attention to the quality of the content offered. Your text should "work": answer questions, offer solutions, be interesting and non-trivial. Show how competent you are in your field of activity:

• Let your information be useful to potential buyers;
• entrust writing texts on the website or in social networks to an expert, and if your specialists are not very good at writing, let them control the content creation process from drawing up the structure of the future article to proofreading its final version;
• Start a YouTube channel, give the floor to your best specialists: let them tell you everything about the product or service from a professional point of view;
• Use only verified information: deception will negatively affect your reputation;
• Look at how your competitors present information, but in no case copy them! Do even better.

Introducing interactive content

In 2022, special attention should be paid to interaction with users. Classic content can be diversified with interactive ones: add quizzes, and surveys to the website, conduct podcasts, and live broadcasts on social networks, and use masks on TikTok and Instagram to promote the brand. This way you can become closer to your audience, allow them to be active, learn more about their benefits, and identify questions that need to be answered. Also, this format of working with users allows you to tell much more about the products or services that you offer. Text content also works well, but using, for example, augmented reality technologies will help you declare yourself much louder and more effectively. Moreover, this way you will be able to attract those categories of users that were previously inaccessible to you:

• those who are difficult to interest with long text;
• those who like to take all kinds of tests and surveys;
• those who hang out on social networks 24/7.

Nostalgic marketing

You have probably already encountered it on the Web. This original trend in marketing in 2022 will play with nostalgia and the atmosphere of the 80s, 90s, or even the 2000s. Basically, the emphasis is on creating a nostalgic style of visual content: photos, pictures, videos. There are many ideas:

• You can introduce a retro design to your website;
• Use a photo shoot in the style of a bygone era for an advertising campaign;
• Release a limited edition of your product packaging in a retro style, etc.
• Using famous images from the past, you can both attract a new audience and stir up interest among users who have been following your brand for a long time.

Influencers and bloggers

Influence marketing is not slowing down - in 2022, advertising with media personalities on social networks is still relevant. In this direction, you can consider interaction:

• with stars through their personal accounts on Instagram, TikTok, etc.;
• with bloggers and opinion leaders;
• with micro-influencers.

The latter option is gaining more and more popularity due to greater user loyalty. Micro-influencers or niche bloggers usually have a small audience, from 1 thousand subscribers, sometimes even less. But its undoubted advantage is high activity, provided that the author of the profile did not use cheating. In this case, an advertising post from such a blogger will provide you with a large number of conversions from interested users. Sometimes there are more such transitions with subsequent conversion than after advertising with a more famous blogger or star.

Be sure to consider the option of implementing advertising with a micro-influencer when developing a marketing strategy. Be sure to consider:

• The specifics of the blog - advertising sofas from a blogger who talks about makeup is a bad idea;
• The quality of the blog - if the posts are published very rarely, are not informative, and do not support the audience's interest, there will be little benefit from publishing advertising on such a blog;
• The interest of the audience - likes and comments should not be fake.

Let's sum up

There will be no digital revolution in 2022: most of the current technologies were developed several years ago, and only this year will they become indispensable tools of Internet marketing.