How many times have you heard the phrase “adapt or die”? This saying is especially true in the world of online marketing, where strategies that work today can become obsolete quickly. Five years ago, TikTok was an unknown platform for brands; and what about the e-commerce boom? Changes happen on all fronts, sometimes at a dizzying speed.
The Theory of Evolution tells us that when changes arrive, there are two options: adapt or go extinct. That is why it is so important to stay up-to-date with the latest digital marketing trends. The best way to achieve this is through continuous learning. Programs like this Digital Marketing Master’s offer comprehensive and up-to-date training (as well as a degree to make your CV more attractive).
It also helps to read as many marketing blogs as possible (in Spanish and English, if possible). I have done this, which is why I can now tell you which marketing strategies are trending. Do you want to know them?
What digital marketing trends should you know in 2022?
Welcome to the Metaverse
The term “metaverse” appeared in 1992 thanks to science fiction writer Neal Stephenson, who in his novel Snow Crash describes the metaverse as a collective virtual space compatible and convergent with “real reality.” Since then, the concept has become popular, but things took a qualitative leap when, at the end of 2021, Mark Zuckerberg announced his intention to create a combined metaverse. In fact, he changed the name of his company to Meta.
The fact that the company owning Facebook, Instagram, and WhatsApp is heavily investing in the metaverse indicates where things are headed in the near future. We do not yet know how the metaverse will finally materialize, but we do know that we will have personalized avatars, and that the use of virtual and augmented reality will provide an immersive experience. Companies and brands are already wondering how to be present in this new digital universe, so it is definitely a trend to watch in the coming months.
Talking is better than typing, or the rise of voice search
Voice search has been gaining ground in recent years and its use has become widespread, especially among younger people, who have grown up with new technologies. In fact, according to a study, 55% of teenagers use voice search daily.
Google, one of the main drivers of this type of search, claims it has a 95% accuracy rate. Its reliability and simplicity explain the success of this method. Voice searches use a more natural language than we usually use when typing a query into Google. Therefore, all websites will need to review their SEO strategy to adapt to this new reality.
Using AI to increase the ROI of advertising campaigns
Programmatic advertising is the process of automatically buying and selling digital advertising space. Before programmatic advertising, orders, settings, and ad reports had to be done manually. Programmatic advertising greatly streamlines the process, making it more effective and efficient.
Here’s how it works. Demand Side Platforms (DSPs) allow advertisers and their agencies to buy ad inventory from multiple publishers. The DSP ensures that ads reach the right audience using a variety of factors, such as location, demographics, user behavior, and online activity.
When a user matching the advertiser’s target audience lands on the publisher’s website, the publisher sends an ad request to the Supply Side Platform (SSP). The SSP conducts a real-time auction among all ads. Once the impression is sold, it is sent to the publisher’s website for display. Although it seems like a long process, it only takes 100 milliseconds to complete the auction. The process repeats every time a user enters or refreshes the website.
In the long term, automation advantages include higher conversion rates and lower customer acquisition costs. Ads can be bought and sold on a case-by-case basis using real-time bidding, a programmatic advertising technique that allows for more precise and faster targeting.
Just for you: Personalized email marketing
When it comes to digital marketing channels, email has always been one of the most effective, despite its bad reputation. Promotional emails are a good way to communicate brand news to customers or retain them through promotions and offers.
It’s true that most consumers have stopped responding to promotional emails due to the use of mass mailing techniques. Emails sent in bulk often end up in the trash or directly in SPAM. However, this is starting to change with the use of personalized emails. Instead of sending the same email to the entire contact list, the message is tailored to each recipient based on their profile, segmenting the list and achieving higher open rates.
Quality beats Quantity
The days when a website could rank by writing long texts full of keywords are coming to an end. When ranking a page, Google values domain authority and also the authority of the content’s author.
In 2022, content is still King, but more than ever it must be reliable and answer the user’s search intent. We must also remember that content is not only textual but also visual. In fact, another major change we are experiencing is the dominance of video content. According to statistics, videos are 53 times more likely to rank in top positions on the SERPs.
I hope this article has been helpful. Remember that at Dos Setenta’s blog, we love talking about digital marketing, so don’t hesitate to follow us if you want to stay up-to-date.
