Forget about 2021. What are the digital marketing trends for 2022?

In particular, in order to have a good business strategy, it is necessary to look to the future, that is, to evaluate the latest technologies that will allow them to reach their customers.

As we approach mid-2020, we have a pretty good idea of the impact digital marketing will have in the next year. But what about the future? Will content always be king? How will SEO develop? Will consumers still be delighted with their voice devices? We’ll find out.

Marketing automation

One of the ways to identify a user's complicated and "messy" click path is to use a marketing automation platform. You can call it the central nervous system of anything marketing-related. To survive in this marketing-driven world, you need to embrace new technology that will allow you to work smarter, not harder. However, with a multitude of digital opportunities, marketing automation will be a whole new ball game in 2022. Similar to the targeted ads that appear on Facebook, it is still much more effective and cost effective to tailor communications based on a prospect's interests or actions than trying to reach the masses with a general message.

According to our experts, 67% of marketing managers are already relying on marketing automation and 21% are working on it for the coming year. If you're a company that communicates with consumers, this makes sense. Sending out bulk emails and continually bombarding uninterested parties is what we've been doing so far. Marketing automation converts more leads through scalable and personalized content, lead scoring, automated incentive campaigns, and results tracking. It's the way to do business in 2021 and beyond.

Google Tag Manager

Yes, Google continues to be active with this free tool that allows users to track certain events and actions on their website without the hassle of bothering the web developer whose head is buried in the code. Your website data can then be shared with Google Analytics, Google Ads, Facebook Business Manager, LinkedIn Campaign Manager, and a variety of other third-party advertising platforms. Why is that important? Because it allows for greater personalization and ensures you get the information you need while delivering the most effective message. As the use of Google Tag Manager grows in popularity, we assume that this useful tool will be widely used in the near future.

Offline conversion tracking

No matter how well online stores do, there are always effective physical stores out there and they need digital marketing too. Many of these companies are testing new ways to measure their digital marketing efforts and their conversion into store traffic and online sales. You've been using things like sensors, coupons, geo-targeting, and promo codes for quite a while. Facebook, Google and others are in beta with the introduction of offline conversion tracking methods for the merchant of the future:

Google has benefited from searches that start with "nearby" and the geographic targeting of potential customers nearby, but is now testing inventory and product searches through AdWords to determine conversion rates.

Facebook now uses customer data, which makes it possible to make location services available on their mobile devices in connection with ads clicked in local shops.

Despite this information, conversion rates can be difficult to measure. Just because someone spends an hour in a store doesn't mean they always buy something. To combat this phenomenon, Google now has an in-store transaction tool that allows retailers to import their sales into AdWords through correspondence with customers, through Gmail, and other emails through Facebook. .

We assume that these platforms will find even more ways to measure conversion rates in the future, and that apps like Waze, with more than 50 million users, will encourage motorists to visit shops and offer promotions at the same time. . or seasonal offers.

Voice Search Marketing

When voice devices first appeared, many used them to listen to music, ask about the weather, or make a shopping list. Your voice device can tell you which brand or store is offering a special offer. As the capabilities of voice devices develop, it will become clear that these devices offer a unique opportunity to formulate campaigns based on information about past purchases. As users become more familiar with these devices, it makes sense to use them for more personalized needs.

Marketing has evolved more than ever over the past decade. The possibilities are endless and digital marketers will always be looking for innovative ways to attract their customers. But what matters is finding the solution that best suits your needs, not just relying on novelty and glamor.