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2022 digital marketing trends Archives - acronym

The Digital Marketing Trends Shaping New Customer Experiences

By Brand Engagement, Content Marketing, Insights & News, Social Commerce, Uncategorized No Comments

It can be increasingly challenging to keep up with digital marketing trends as they change so quickly.

To help marketers and digital leaders navigate this new landscape, we’ve identified the key trends to help you improve engagement and drive conversions this year.

1. SOCIAL MEDIA TRENDS

TikTok Will Continue to Grow & Brands Need to Take it Seriously

The rapid rise of TikTok has seen the app reach 1 billion users and counting. The platform has enormous engagement (U.S. users spend up to 850 hours a month on the platform) and enables brands to create hyper-personalized content that truly connects with customers.

In terms of the platform’s revenue, TikTok was the top-earning non-game app in 2021 with more than $110 million spent by users. This just shows the earning potential of the app for marketers looking to drive sales amongst young consumers. 

The Next Big Digital Marketing Trends in 2022

Influencers have also played a role in TikTok’s rise with many earning huge amounts through sponsorship deals. Battisby believes that brands are now taking notice of influencer marketing on the platform.

In the platform’s early days, it seemed to be a place for kids and teens and the influencer who want to reach them. But, today, we are seeing influencers like Gordon Ramsey and financial influencers like @johnefinance and @breakyourbudget who help GenZers learn about planning for their financial futures.

Social Commerce Will Become Seamless

During the pandemic, social commerce took off and is expected to reach $1.2 trillion globally by 2025 according to an Accenture study – a growth that’s three times faster than traditional ecommerce, aided by hashtags like #TikTokMadeMeBuyIt.

2022 is set to see the experience of social shopping evolve as platforms work behind the scenes to enable customer payments without leaving social media apps, creating a seamless customer experience. Gen Z and Millennials are predicted to be the biggest spenders as they will account for 62 percent of global social ecommerce revenue by 2025.

The Next Big Digital Marketing Trends in 2022

The key to driving engagement is for brands to create compelling shop windows on Instagram. It’s no longer enough to rely on one great image, companies need to have multiple images per product and add keyword-rich descriptions. Video is also crucial as the popularity of the format  – as witnessed by TikTok’s growth and Instagram’s recent transition – is exploding across all audiences. 

YouTube Advertising Will Explode

YouTube is going to explode in terms of investment from advertising in 2022. As more people move away from linear TV, fragmentation with subscriptions, and streaming services all means that more advertising spend is going to move to YouTube.

Last year YouTube’s global revenue (through its parent company Alphabet) grew to nearly $29 billion, up almost 46 percent from 2020. This level of revenue puts the social media platform on par with Netflix and is a result of the rise in more traditional TV advertisers on the channel, direct response ads, and brand advertising.

The Next Big Digital Marketing Trends in 2022

2. DIGITAL MARKETING JOB TRENDS IN 2022

Marketers Need to Upskill in Digital

As brands clamor to engage, promote, and convert successfully online, the need for digital talent across industries is intense.

A recent whitepaper, ‘Perpetual Evolution’, from The Economist Group, revealed that securing talent with the right skill set is the number one challenge that the digital marketing industry faces, while the lack of training to upskill marketers ranks seventh.

The Next Big Digital Marketing Trends in 2022

This demand is great news for marketers but poses a challenge for many in the industry who lack digital know-how or experience in digital marketing. So what digital marketing skills will be in demand in 2022? Social media skills remain in high demand, along with SEO and SEM.

The Next Big Digital Marketing Trends in 2022

The Digital Gig Economy is on the Rise

Over the past decade, many workers are pursuing a more flexible ‘gig’ lifestyle for their professional lives. The emergence and rise of online services and apps such as Airbnb and Deliveroo have offered new ways of working for people rather than a 9 to 5 traditional job.

In fact, according to a recent Mastercard study, half of the U.S. population will do gig work by 2028.

This gig economy opens up the door for marketers with in-demand skills. We are seeing more creative or digital marketing professionals choosing the digital nomad route as this enables them to dictate their own working hours and have flexibility.

3. DIGITAL TECHNOLOGY TRENDS IN 2022

The Metaverse Will Become a Marketer’s Playground

While it has existed and evolved for years, the metaverse saw a boost in interest after Facebook changed its parent company’s name to Meta in October 2021.

This move, according to Facebook’s CEO, Mark Zuckerberg is because “the metaverse is the next frontier in connecting people, just like social networking was when we got started. Over time, I hope we are seen as a metaverse company, and I want to anchor our work and our identity on what we’re building towards.”

So what is the metaverse? Basically, it’s virtual worlds in 3D that people can connect through Augmented Reality (AR) and Virtual Reality (VR). Imagine having an avatar that looks exactly like yourself with you exact measurements shopping in a virtual store. You would be able to try on clothes and see what they look like on your body from the comfort of your own sofa.

While we are still a few years away from reaching critical mass with the metaverse, brands are beginning to embrace it now to build on their customer experiences.

According to eMarketer research, there will be 65 million people that use VR and 110 million using AR every month in 2023. That’s a lot of potential young customers to have in one space.

The Next Big Digital Marketing Trends in 2022

Artificial Intelligence Will Hinder & Help Data Privacy

Privacy issues continue to plague brands as more customers demand transparency and control over their own data and we are seeing increasing concerns as AI continues to evolve the customer experience.

According to a Gartner study, 40% of privacy compliance technology will use AI by 2023 while global spending on privacy is expected to reach $8 billion by 2022.

However, companies can use AI in their data privacy initiatives to classify sensitive data and use it to search data to identify individuals that have asked to be forgotten (a specification covered under privacy regulations like GDPR).

The bottom line is the digital marketing space is changing rapidly and brands need to ensure they are testing new tactics and technologies while building the right presence across these new channels. If you need assistance taking a future-forward look at your brand’s digital presence and engagement, contact us today. Our experts are here to help.


Top Media Trends for 2002

By Insights & News, Paid Media No Comments

Today, we are looking at the top programmatic and media trends that will matter in the coming year according to Acronym’s SVP, Performance Media, Gregg Manias; VP, Media Integration, Joanna Cohen; and VP, Performance Media, Peter Semetis.

Display and programmatic will continue to grow in importance.

Programmatic lowers the barrier to entry enabling smaller brands to leverage media types that were originally unattainable for them. With programmatic, brands can reach people in different areas in a cross-channel environment to deliver contextual targeting. This is becoming more important because of the changing viewing habits of customers.

“Programmatic display is like using a scalpel to pinpoint precisely where your money is going,” explains Peter Semetis, VP, Performance Media. “For comparison, consider a highly rated program, like the Super Bowl, where a wide audience is watching your ad for floor tiles versus an online video about how to tile a floor targeting someone who recently purchased a home. That’s the power of programmatic – getting your message directly in front of the person most likely to want it.”

Another clear advantage of programmatic is tied to the increase in video consumption. Media consumption today is video based and with scrolling behaviors changing, the amount of media consumed in a given moment has grown exponentially. For example, more TikTok videos are watched in duration than on YouTube today. The consideration of how people engage with video content has changed and as such, their engagement with programmatic display is changing as well.

There will be a continued rise in CTV.

There are more connected TV subscriptions in the U.S. than cable subscriptions today. With this wider audience, comes more opportunities for incremental reach.

“We’ve seen connected TV growth surpass previous expectations, with viewability metrics eclipsing mobile devices” Semetis said. “The industry expected to see this kind of growth over two years, but with everyone at home during the pandemic, consumers began cutting the cord at an accelerated pace.”

Streaming services are focusing on the “hold-out” content that kept some users watching cable, specifically sports content. Helping clear up the misconception about sports content streaming services, YouTube TV has been the premiere sponsor for sporting events like the NBA Finals, the Stanley Cup Playoffs, and the World Series. This additional programming is expected to drive even more cord-cutters in the coming year and that’s good news for marketers.

“There are clear advantages to CTV and addressable video media opportunities”, said Joanna Cohen, VP, Integrated Media at Acronym. “With CTV, I know who my target audience is and what they are watching. Rather than targeting content and programming as a proxy to reach an audience, I am able to target an audience directly using data (set-top box and digital identifiers) and furthermore onboard and activate first, second, and third party data to prescriptively locate and address an audience in real-time. In the world of integrated media, data-driven targeting and addressable media opportunities represent a significant breakthrough – enabling far greater cost efficiencies, lower waste, and targeted reach – yielding improved brand experiences and performance results on behalf of the brands and marketers we serve.”

First-Party Data will become the best defense and offense for all brands.

The collection and utilization of first-party data has always been a priority for marketers. This data can create a clear and accurate picture of the customer, which allows marketers to better understand their mindset, wants and needs. With the expected dissolution of cookies, brands are placing a greater importance on first-party data in the coming year – along with data purchased from retail marketplaces. (Learn more about how retail leaders have allowed brands and agencies to combine their first-party data with marketplace data here.)  

“The more we understand who the customer is, what types of content they like and the types of products they want, the more personalized we can be in the content we deliver to them,” explains Gregg Manias, SVP, Performance Media, at Acronym. “Having data that you can buy through an auction site or marketplace or through other partners, alleviates the burden of not having cookies for targeting and measuring.”

With first-party data marketers can better capture the demographics of a customer and what they’ve bought, enabling brands to build a more honest and direct relationship with their customers. With all this data, we will also see an increase in neuromarketing as it becomes more powerful and subtle. (Learn more about Acronym’s approach to neuromarketing here.)

“First-party data is the best offense and defense for brands facing bigger players in their space,” Semetis added. “Brands leveraging CRM data are starting to realize what it’s worth and the fact that only you have access to it, gives you an advantage. Brands just need to be sure they don’t just sit on this data – they need to use it.”

If you are unsure how to best leverage your brand’s first-party data or want help combining it with marketplace data and the right CTV or programmatic campaigns in 2022, contact us. We’re happy to help.

POV by Gregg Manias, SVP, Performance Media; Joanna Cohen;, VP, Media Integration; and VP, Performance Media, Peter Semetis.