The year 2021 changed the way we consume media in a dramatic way. This rapid shift has caused businesses to alter the way they do business in order to keep up with consumers’ preferences and behaviors.
No one can predict exactly what the future holds, but we have some good guesses based on current trends. Let’s see where you should be focusing your digital marketing energy this year.
#1. Take Advantage of Evolving SEO
A solid SEO foundation should be at the core of every digital marketer’s bag of tricks. Google has consistently updated its algorithm and each time, websites see a downturn in traffic and rankings. The era of boosting rankings and black hat SEO is (for the most part) dead.
Solid white hat strategies have shown their longevity in the SEO world and those sites focusing on quality and customer experience have found the most success. One of the major new factors to come out in Google’s algorithm are Core Web Vitals.
Core Web Vitals ranks page speed and loading times on a site proving that Google rankings clearly favor sites that have pushed speed and stability for their users. This further demonstrates that the way of the future in SEO is offering value to consumers. There’s simply too much content on the web today to put faith in quick “hacks” or guarantees to “instantly” outrank your competitors.
#2. Implement Engaging Videos in Ads & Social Media
The social media landscape has been quickly shifting over the last year. Instagram Reels and some other social media short clips now dominate social media, proving that video is the most popular form of content and the best way to get your message to your audience.
There’s no doubting the impact video has had on the internet over the last 5 years. The rise of sites that output short clips has led many website owners to make more use of video on their own websites, from up-and-coming SaaS companies to eCommerce product videos, the use of video marketing has really expanded.
If you do not have the budget now to create your own videos, an easy and inexpensive way to implement video right away is by using free stock videos which under certain licenses can be modified and used for commercial purposes. We highly recommend checking that the content you looking to use can me edited and used in this way.
In 2022, savvy business owners can take it a step further by implementing interactive video for the largest impact. Interactive videos, as opposed to traditional linear videos, allow viewers to interact with the video in the same way they would with a webpage — such as clicking, dragging, scrolling, and hovering on different parts of the video. They sometimes include quizzes, branches, and data fields as well that encourage viewers to input their information.
#3. Privacy and Cookies
Everyone has seen the recent surge in Cookies acceptance buttons. They pop up on literally every site and most users simply click the “accept” button to get rid of the annoying banner. This is mostly due to the European legislation that forced websites to require acceptance.
In 2022 and beyond, Cookies are once again in the spotlight. Google has announced that their original plan to end 3rd party cookies support by 2022 has been pushed back to 2023. This ultimately signals the death knell for cookies on the world’s largest search engine.
So, why should you care about cookies? The majority of targeted ads and ad networks rely on those cookies to sell and target ads. If your site utilizes ad monetization or buying targeted ads, you need to check out whether you’re ready for it when Google finally pulls the plug.
The decision has been pushed back once but it’s only a matter of time before cookies are gone for good.
#4. Content is King
Content still is the driving force on the internet today. Having quality content will always produce solid results and returns. It’s why the users are there in the first place, after all.
With an estimated 1.145 trillion MB of data being produced each day, it’s hard to get your content noticed. In the past, there was an emphasis on producing longer content to appear more authoritative. That’s proven to be false as time has gone on.
Clear and concise writing that offers value to users quickly and accurately has proven time and time again to be the best long-term strategy last year and in 2022.
#5. New Kids on the Block
Generation Z is the most technologically-dependent generation and now makes up 20% of the workforce and 40% of the world’s consumer base. The face of today’s consumers is changing and your marketing should reflect that. Incorporating Gen-Z influences into your marketing strategy this year is a no-brainer.
This generation is tech-savvy, slightly and unfortunately cynical, somewhat impatient, and extremely well-informed. They participate in digital experiences the same way in which they participate in physical ones. This means that if your website doesn’t quickly predict their wants or needs, 45% of Gen-Z visitors will immediately leave it.
This also means that your content needs to be entertaining, informative, and most of all, authentic. Gen-Z consumers are very socially aware and are more likely to interact with companies that are trustworthy and that contribute to social causes.
Marketing in 2022 Isn’t Regular Marketing
It should go without saying, but maintaining a strict focus on user experience is a valuable strategy that never goes out of style. Keeping your target audience in mind when implementing new tactics or changing the way you communicate is imperative.
We’re excited to see how marketing in 2022 will play out and what strategies will offer the best returns for businesses. Without a crystal ball, however, the path to success is by staying on top of current trends and constantly making small improvements to your marketing strategies that already work.
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