5 key digital marketing trends for 2022

5 key digital marketing trends for 2022

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The digital world is constantly evolving. We looked into 2022 trends as we move into a new cookie landscape, a new generation of Google Analytics, and the massive growth of marketplaces.

Listed below are the top five topics discussed

  • Embracing the changing digital landscape
  • Leveraging first party data
  • Google Analytics (GA4) and automation
  • Markets’ growing power
  • Video content is preferred
  1. Embracing the changing digital landscape

The year 2021 saw many significant shifts in the new normal. New methods of tracking, attribution, and reaching your audience are essential for brands to understand and adapt to rapid market changes.

The loss of third-party data has sparked new and creative ways to collect direct, first-party data through surveys and newsletter subscriptions. In 2022, training on how to track audiences and optimize data will be a hot topic.

  1. Leveraging first party data

The loss of cookies has bred a return to traditional first-party marketing. Creating a personal, retention-driven relationship with your audience is evolving as businesses adjust to losing third-party data.

Julia Munder discusses streamlining forms, collecting intentional zero-party data via returns, and more.

  1. Google Analytics (GA4) and automation

GA4 is Google’s multi-device solution, built on a new framework of interaction and analysis optimized for web, apps, streams, POS, games, etc.

The new platform incorporates machine learning and new attribution models. GA4’s bespoke nature encourages data visibility and ease of use with flexible reports and dashboards.

The more data you have in GA4, the faster you can migrate to the enterprise software. Making the switcher sooner rather than later will allow you to benefit from the innovation.

  1. Markets’ growing power

Marketplaces are still booming. April and May 2020 saw the most e-commerce growth in a decade. Eight weeks, ten years’ growth Amazon Prime is used by over 15 million Brits.

Marketplaces’ growing power encourages sales diversification. Brands should embrace diverse multi-channel lead sources as more social and shoppable platforms disperse leads across the web.

  1. Video content

A recent survey found that video outperforms static imagery by 74%. Moving ads, video channels, and live streams are increasing engagement across markets.

They allow consumers to travel directly. The consumer-led journey has never been easier. However, it is critical to consider each platform’s strengths and weaknesses when developing customized strategies.

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