[Tribune] The five digital marketing trends of 2022
The web is not free. It feels that way because we often unknowingly give our data away in exchange for free access to various services… but that’s changing. Privacy is becoming increasingly important for Internet users, as this chart shows: From November 2019 to October 2021, the number of searches for private data increased by 50%. Internet users no longer want to make their data freely available.
And when explicitly selected, the trend is even clearer: up to 80% of Apple users opt out of tracking downloaded applications! For its part, Google has announced the end of cookies used to track internet users.
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To adapt, marketers must rely on tools that don’t use private data: improving SEO, email campaigns or surveys via their social networks. As a negative consequence, expect lead generation to cost more in the future and adjust budgets accordingly.
Two new players that are important in social networks: TikTok and Twitch
The Facebook-Youtube-Intagram triptych sees s
Dominance in social networks shaken. If these established players stay on top as shown in the chart below, Statista estimates that TiKTok will have over 1.5 billion users by the end of the year and rise to third place on the podium. Some companies already have a “TikTok Chief Officer” in order to continue to achieve their goals!
Another trend, another platform: While the gaming industry is booming, Twitch is taking the lion’s share with 1 billion visitors per month. Be a number in the order of Facebook or Youtube. This platform is pushing a new format, that of Live. To see how companies will use it.
A more human and accessible marketing
After B2B, B2C and B2B2C, it’s time for H2H: Human-to-Human. Having a good product is no longer enough to have customers, it is also important to make known the values of the company. This requires easier communication, with more humor and friendly rather than corporate language. We bridge the distance between the company and its community to present ourselves in a new light, to appear more accessible and to highlight the values of society.
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In the expansion of H2H, marketing also wants to become more aware. The company’s values are reflected in the tone of its communications, but also respect for the environment, transparency and inclusivity.
Concretely, this consists of thinking about the experience of the user of the site (no pop-ups, an attractive design), setting sustainable development goals and not pushing for excessive consumption, and carrying out CSR actions ranging from donations to associations to for implementation may range from green projects, poverty alleviation, or service to some other cause related to the company’s activities.
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Enter the Metaverse
Facebook says it wants to create the Metaverse, but it’s already there. And PwC estimates that market will be worth $1.5 trillion by 2030. For example, “NFTs” (non-fungible tokens that confer ownership of real or virtual property in an indivisible way) are the subject of 54 times more searches in October 2021 than in October 2021 at the beginning of 2021!
It is literally a new universe being offered to marketing. Whether it’s commercials in the metaverse, websites designed for 3D that you can walk around like you’re in a store, creating special games to engage your community, or creating collections of NFTs, they don’t miss the train.
These five trends are not passing fads, they are speed bumps that are going to be stronger and will continue to be so for years to come. The art of marketing is to reach the potential consumer where you want it to lead them to make a purchase. It means striking an appropriate tone, giving it an appropriate image and talking to it on the internet where it is – because if the consumer is there, why shouldn’t the company be there too?
Tribune by Andrew Warden, Chief Marketing Officer at Semrush.