Top digital marketing trends for 2022

How will this year look for digital marketing? Will there be changes in the way industry approaches inclusive marketing campaigns, shoppable content and more? Let’s find out! 

Identity

For your brand to be truly representative you need to understand the many identities that matter to people within your market and get local with your efforts. In essence this means acknowledging that people’s identities are intersectional with each person having their own unique experience of discrimination. Therefore, we must consider everything that can marginalise people and understand that people are not defined by one characteristic.  Each person has their own unique experiences of discrimination and oppression, and we must consider everything and anything that can marginalise people. We are not defined by a single characteristic, people are more likely to connect with your brand if they see themselves reflected in a nuanced way. To start with your approach in 2022, start by researching what identity means in your market. Then incorporate these learnings into every stage of the creative process, including updating the language and designs you use. Build campaigns that are representative and accessible. And know that people change and evolve as new experiences, needs, and interests emerge. Diversity, equity, and inclusion in marketing is an ongoing process — there is no finish line.

Privacy

People are taking more steps than before to protect their privacy online, with 73% saying they use online services which promise high data protection, such as encrypted emails and privacy-protecting search engines. However, marketers need data to provide consumers with useful information and relevant advertising. Data helps shape meaningful and memorable messaging that makes online experiences better, whilst enabling marketers to reach the right customers.

Marketers need to focus on building a data protection strategy that is customer-first and rethinking methods for measuring and reaching audiences, so that people feel in control of their data. Trust takes time to build with your audience and marketers can start by being open and honest about how, why and when they collect personal information. 

Relevance

To stand out in 2022, brands should be more intentional about communicating their value and authentic purpose. Messages and experiences need to be created that are true to your brand and relevant to your audience. By leaning into brand purpose and expressing value in a way that is authentic and consistent, brands can connect meaningfully with audiences and drive business results.

It's important that your value proposition is clear and that your customers know what these brands stand for and what experiences they offer. In engagement with consumers, it’s important that they have a point of view, and they express this to potential buyers across all touch points.

“Shoppable” content

The world of shopping has changed with global e-commerce sales growing by nearly 30% last year. Today shoppers buy products through social posts, through favourite shows and video content and storytelling is key to creating interesting content. In essence the ABCD framework of Attention: Engaging people with an immersive story, Branding: Showcasing branding from the outset and often, Connection: Making people think and feel something and Direction: Asking them to take action should be key to show a lift in short term sales. For 2022 consider how you can make your content story-driven to make it more shoppable. Be a great storyteller but stay true to your brand and your claims.

Effortless sustainability

Sustainability is a key driver in purchases and many people expect their brands to lead the way. Brands can make this process effortless by incorporating sustainability benefits into choices people are already making. And marketers can show people how their business is solving everyday sustainability problems, such as reducing the waste created by increased deliveries, or their return process. Messaging on your packaging can be updated to show the actions you are taking regarding recycling and be transparent about what happens to returned products.

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