With 2022 upon us, it is an thrilling time to have a look at the recent concepts, methods, and improvements going down on the advertising and marketing scene. The final two years, we have watched advertising and marketing groups pivot their complete strategy within the wake of a worldwide pandemic, and there’s no scarcity of inspiration that we will draw on as we transfer into the yr forward.
If you’re trying to hold your advertising and marketing sharp, look to those advertising and marketing traits for concepts to drive your online business ahead in 2022.
Take into account each demographic.
Naturally, after we consider digital media demographics, our thoughts goes to Gen Z and millennials who rule the world of TikTok and have grown up alongside influencers. Nonetheless, Gen X and child boomers are the largest spenders within the US, so do not overlook them for the extra apparent digital-first demographics.
These potential prospects are closely energetic on social media—even these utilized by their youthful counterparts, constructing communities and discovering their area of interest.
In keeping with Pew Analysis, Child Boomers and Technology Xers are preeeeeetty concerned in these on-line communities, so if you wish to attain your goal buyer, make sure you know your platform and the place your ICP reveals up there.
PS, the Boomer era is large on e mail.
Evolve and synchronize your e mail & SMS expertise.
First off, automate, automate, automate. Instruments like Drip (shameless plug) can automate a lot of your processes, particularly round e mail and reporting, and it is time to totally make the most of these processes to assist your e mail and SMS methods excel in 2022.
E-mail advertising and marketing is among the greatest drivers of conversions and visitors to key touchdown pages for a lot of manufacturers. When paired with the spectacular efficacy of SMS, the duo is your 2022 advertising and marketing superpower. Once you synchronize these important methods, they will work with one another and construct off one another. It implies that each ship has a greater probability of getting opened, learn, and clicked by your buyer, which ends up in higher conversions.
Allow us to double-tap as soon as extra on SMS earlier than we transfer on… it is your must-have advertising and marketing technique for 2022. We’ve a devoted piece on the matter in case you’re not already leveraging this highly effective device. With latest iOS updates and appreciable shifts in client privateness, SMS might be extra necessary than ever in 2022.
Plus, prospects find it irresistible and need to store with manufacturers that strategically and creatively use the channel.
Make cellular the precedence.
Every thing — and we imply the whole lot — occurs from our telephones: buying, socializing, grocery buying, getting prescriptions, even going to the physician has been made mobile-friendly, a development wildly accelerated by the necessity for pandemic required social distancing.
Cell optimization is much more necessary as synchronization between e mail and SMS turns into finest follow and drives their potential to speed up and amplify efficacy between each other.
So, it is easy sufficient: optimize your web site for cellular viewing, and be certain that all your content material throughout social, e mail, show adverts, video clips, and so forth are optimized for cellular show as nicely. Not solely is that this necessary for search engine rankings, it means folks aren’t leaving your websites due to unreadable content material or an ungainly expertise.
Discover third-party cookie alternate options.
Although Google’s plan to section out help of third-party cookies has been postponed till 2023, customers are nonetheless demanding privateness over their internet shopping and ecommerce buying experiences. Higher to get began now than wait till the final minute to seek out an alternative choice to amassing consumer knowledge and utilizing it to tell your advertising and marketing methods.
So how will we do that?
First, a lesson on third-party cookies versus first-party cookies: Google’s killing the third-party cookie, which permits third-party websites (see how they did that?) to gather knowledge when a consumer visits a web site. These are sometimes owned by promoting publishers. A primary-party cookie is ready by the area proprietor itself to gather knowledge. Should you personal your ecommerce web site, you’ve a first-party cookie put in as a way to find out about your buyers’ habits.
Now, you possibly can sift by way of first-party knowledge till our eyes bleed, however we suggest investing in a CRM and creating interactive content material throughout channels to get first-person suggestions throughout the board that you could re-implement in your technique.
Develop your content material combine.
Everyone knows how necessary a sturdy content material program is, however have you ever thought of not solely what you are posting however the place you are posting your content material? Have you ever reconsidered your distribution plan to succeed in new audiences? (See above. Trace, trace).
Refresh your content material program to spotlight new merchandise, new philosophies, and up to date model pointers yearly. That features new locations to distribute your stuff. Possibly it is forging co-branded content material alternatives or venturing into beforehand unknown territory (Reddit for content material advertising and marketing, anybody?)
Leverage cryptocurrency and NFTs.
Should you’ve adopted the ebbs and flows of Bitcoin, you are doubtless up to the mark on the wild world of cryptocurrency — and plenty of are making the argument for ecommerce manufacturers to permit prospects to pay in crypto.
Nevertheless, NFTs (or non-fungible tokens) are new to the scene – audio clips, movies, and different multimedia belongings that buyers hope will enhance in worth over time and thus be a supply of forex or accrued wealth.
In any case: how can manufacturers capitalize on NFTs? In keeping with Forbes, “Taco Bell, Coca-Cola, Campbell’s, Microsoft and Nike are among the many manufacturers and corporations that launched NFTs. Though NFTs have been offered for a couple of years, they entered the mainstream earlier this yr when digital artist Beeple auctioned an NFT for $69 million earlier this yr, and Jack Dorsey auctioned his first tweet (“simply organising my twttr”) for $2.9 million”.
Manufacturers can create their very own NFTs within the type of customized merchandise and content material or monetize adverts repeatedly by making them an NFT. Not solely does this open up a brand new income stream to doubtlessly put again into your advertising and marketing efforts, however Forbes additionally mentions that manufacturers use proceeds to fund a charitable donation. It is by no means a nasty concept to get these brownie factors and present your viewers what you are about!
Check out AR and VR.
Now, what about AR and VR? They’ve majorly elevated in recognition, so ignoring their influence might imply lacking out on assembly your prospects in a significant method.
These applied sciences are equally mind-blowing, however they can be utilized in many alternative methods round community-building and fostering distinctive experiences to your prospects. Create a branded expertise to assist prospects store higher and just about strive merchandise out. Use VR to imitate an in-store buying expertise that brings prospects into the world and way of life of your model. There are limitless potentialities that solely AR and VR could make potential; leaning into them eases a few of their intimidation and allows you to strive every kind of cool tasks.
Put money into video content material.
Visible content material of every kind outperforms non-visual content material, however video is especially efficient, with 87% of entrepreneurs citing a optimistic ROI on video.
Now, as you are ideating the varieties of movies to make, know that you do not want a whole A/V crew to make your creations come to life. Textual content-only movies set to music or audio or a little bit of animation works simply as nicely. Whether or not making them in-house or working with a content material group, use a number of variations and cutdowns of the identical media to distribute throughout YouTube, TikTok, or Instagram Reels.
Simply as you need to create quite a lot of content material for different channels, contemplate mixing in some instructional video content material in addition to brand-forward executions, interviews, memes, or influencer movies.
Make your social shoppable.
Social media has turn into shoppable on many platforms. Instagram Store is essentially the most notable, however Twitter is bettering its ecommerce platform to make tweets shoppable, too. Ecommerce manufacturers ought to prioritize, on the very least, exploring these choices to succeed in audiences amid scrolling.
Once you implement a buying function into your social media content material, you push your viewers to interact actively.
Plus, you make it simpler to your buyer to get what they need, and that ease interprets to raised conversion charges (aka you get what you need, too).
Prioritize your instruments.
This previous vacation season stated one factor clearly: the ecomm insurrection is in full swing and solely getting stronger. That is nice information. But, a surging buyer base indicators nice alternative and steep competitors. That is quite a bit to deal with.
Your finest guess going into this new period of promoting is to seek out instruments that make it easier to automate duties that may slip by way of the cracks and price you cash whereas additionally serving to you deeply perceive your prospects.
Drip is one such instance of a device that may do all of it, particularly for e mail and SMS entrepreneurs. It is also solely free to check out and really feel if it is a good match.
Get excited, the New Yr is right here!
We’re overflowing with pleasure for the yr to come back, figuring out our prospects have success inside their attain, and we might help them seize it. Count on to see updates on the Drip app that can proceed to maintain you forward of the curve in your metrics, analytics, and e mail and SMS advertising and marketing methods general.
An up to date dashboard and enhanced segmentation instruments are only a few of the methods we’re acquired up our sleeve. We’re right here to gas the ecommerce insurrection, which suggests providing you with the savviest instruments to construct your online business and join with prospects.
Most significantly, keep in mind, you have acquired this and we’re right here to assist each step of the best way.