Digital marketing in 2022

The opener:

Due to the havoc created by the pandemic, that started more than two years ago and managed to choke the entire globe, successful AND budding entrepreneurs, along with their customers are very much aware of how all things digital work. Thanks to the considerable amount of free time that everybody had/have on their hands due to several factors like working from home and flexible work timings, enthusiastic learners invested all of it into something constructive that would help them go a long way.

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Needless to say, a major chunk of that learners’ population, who were intrigued by how, say, ads work, invested their time and resources into learning what is and what will continue to be a pivotal part of any business out there, irrespective of how scalable that business is. No brownie points though, for guessing what that skill is!

A brief history:

Believe me or not, the idea of digital marketing wasn’t always as sought-after, as it appears today. The concept dates back to the ‘90s. It was during this period that the intriguing concept of “cookies” was invented by Lou Montulli, who at that time, was only a 23-year-old, wide-eyed, US-based computer engineer. Cookies are nothing but files created by the websites that one visits. They are known to make online surfing experiences a lot easier, by keeping a customer signed in, remembering one’s site-specific preferences, and showing customized content!

From then, till now, the multi-faceted conception of digital marketing still continues to evolve at a very fast pace with companies dishing out newer and more sophisticated technologies like wearables which can monitor one’s heart rate and blood pressure among other parameters. The data so collected is then used by these companies to curate promotions and advertisements accordingly, based on audience segmentation.

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In my opinion, this is just the tip of the iceberg!

Trends that are here to stay:

With the backdrop out of the way, let me now focus on the top 5 digital marketing trends that I am sure are here to make a mark on how businesses in and around them operate:

 Pay per click (PPC) platforms: For all businesses and digital marketing enthusiasts, this phrase is sure to ring a bell. Pay per click (PPC) or Cost per click (CPC) models are online advertising

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models (think Google Ads) wherein an advertiser compensates a publisher each time an advertisement is “visited or clicked on.” In this context, it should be mentioned that in 2022 and beyond, digital marketing strategies have evolved to such an extent, that advertisers no longer bank upon Google Ads solely. There is a plethora of options to pick and choose from, for example, Microsoft Ads, Facebook Ads, Twitter Ads, etc. As telecommuting becomes more of a norm and people get used to the idea of online surfing and shopping, this facet of the digital marketing concept is definitely here to stay!

Short video advertisements:

When I say video advertisements, the first image that springs to mind is a time-consuming, detailed, nicely scripted video ad that one often gets to see on YouTube.

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Well, well, let me tell you, that is not the only side to a video advertisement! Video marketing, as the name goes, is making video content for the purpose of promoting one’s brand and business. Apart from the video advertisements that one often “skips” on YouTube, there are other ways by which this idea can be channelized. The key, is to follow the KISS principle, i.e., to keep it short and simple while informative and lucrative at the same time! A free tip: Experts and analysts are of the opinion that videos that are “short and muted on the default” are more likely to bring in customers than their other counterparts!

Businesses have started investing more in paid marketing strategies as compared to organic/SEO based marketing strategies:

Reports and surveys have shown that entrepreneurs and business owners are no more hesitant to spend for their advertising needs. Rather than depending solely on more organic and time-taking methodologies like Search Engine Optimization to rope in customers and clients, decision-makers are more inclined toward taking a leap of faith and investing in paid strategies.

Source: https://www.freepik.com/free-vector/data-inform-illustration-concept_6195525.htm#query=marketing%20analytics&position=4&from_view=search

This trend is definitely here to stay. Experts/entrepreneurs/budding marketing enthusiasts should sharpen their paid marketing skills and especially gain an understanding of the analytics that play a major role in the functioning of these paid marketing platforms/websites.

AI and automation based digital marketing:

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A number of organizations are resorting to AI and automation to streamline their digital marketing process. Undoubtedly, there are quite a few benefits of using these two features when it comes to digital marketing. It is a very well-known fact that if the nature of the marketing and the message that it is intended to deliver is not fine-tuned to the needs and wants of the customer, then the latter is sure to feel out of the place. Automation and AI can help by slashing down on risks created by a manual marketing process that is usually more prone to errors than an automated one, thus leading to what Kotler describes as one of the essential facets of marketing, i.e., “Value creation.”

 Influencer marketing:  

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Influencer marketing in today’s times is a well-known channel to digitally promote one’s brand/business. In today’s time, when customers are always on the internet, on the prowl for viable options, social media influencers can make or break the deal for a business. For example, when one’s favorite YouTuber reviews and uses a skincare product on her own skin, her followers are “influenced” to some extent, to purchase that product and see the magic for themselves! In 2022, this trend is definitely about to take an exponential turn.

Thus, it is indeed a no-brainer that the ideology of digital marketing is all set to gain all-new importance in the years to come. In the age of automation, data-driven insights, and all things digital, a brand’s social media presence and digital marketing strategies are exactly what will set them apart from its competitors.