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Leveraging the Changing Retail Media Landscape

By eCommerce and Marketplaces, Paid Media

The retail media landscape has undergone a significant transformation in recent years, with the rise of social commerce and the increasing use of technology in the shopping experience. This has created both opportunities and challenges for retail brands, and it’s crucial for retail marketers to stay informed and adapt to these changes in order to remain competitive.

One of the key changes in the retail media landscape is the shift toward digital channels. With the rise of social commerce and expanded digital marketplaces, retailers need to be present and active on online platforms, in order to reach and engage with customers. Additionally, retailers need to ensure that their websites are optimized for mobile and that their e-commerce platforms provide a seamless and user-friendly experience.

Consider social commerce. One of the main advantages of social commerce is that it allows retailers to reach a wider audience and expand their customer base. Social media platforms like Instagram, Facebook, and TikTok have billions of users, and by leveraging these platforms, retailers can increase their brand visibility and reach a wider audience. Additionally, social media platforms allow retailers to target specific demographics, such as age, gender, location, and interests, which can help them reach the right audience and increase conversions.

By the end of this year, social shopping – transactions made on or through platforms like Instagram, Facebook and TikTok – will become a $45.7 billion market according to eMarketer. Influencers and content creators are driving these conversions through promotions, posts and reviews of products that have been known to sell out items after going viral.

Currently 43% of retailers who sell on social platforms report that half or more of their revenue comes from social media sales. In fact, retailers are earning the most revenue from Facebook, Instagram, Twitter, and TikTok, respectively.

Keep in mind that social commerce allows retailers to create a more personal and engaging experience for their customers. Social media platforms are designed to be interactive and allow customers to engage with brands and products in a more personal way. This can help to build trust and loyalty, which can lead to repeat customers and word-of-mouth recommendations.

However, retailers need to be aware that social commerce also comes with its own set of challenges. For example, retailers need to ensure that their social media presence is consistent and engaging, and that their products and services are presented in an attractive and informative way. Additionally, retailers need to be aware of the different features and functionality offered by different social media platforms, and use them effectively to drive sales.

To capitalize on the rise of social commerce, retailers need to develop a comprehensive social media strategy that aligns with their business goals. This can include creating engaging content, using social media features like shoppable posts and Instagram checkouts, and leveraging influencer marketing to reach a wider audience. Additionally, retailers should also invest in social listening tools to track their performance and measure the ROI of their social media efforts.

Another major change in the retail media landscape is the increasing use of data and technology. Retailers now have access to a wealth of data on customer behavior, preferences, and demographics, which they can use to personalize their marketing campaigns and improve the customer experience. Even as cookies are phased out, brands can still utilize content to identify and capture consumer data.

Additionally, retailers are increasingly using artificial intelligence, machine learning, and augmented reality to enhance the shopping experience and drive sales.

However, with the rapid changes in the retail media landscape, brands also need to be aware of the risks and challenges that come with it. For example, the increasing use of data and technology also raises concerns about data privacy and security. Additionally, marketers need to be mindful of the changing consumer expectations and preferences, and ensure that their marketing campaigns are authentic, relevant and ethical.

To navigate the new retail media landscape, brands need to stay informed and adapt to the changes. They should be willing to experiment with new technologies and platforms, and continuously evaluate and optimize their strategies. Additionally, retailers should invest in building strong relationships with their customers and creating a positive brand reputation.

Finally, retailers should also seek out partnerships and collaborations that can help them expand their reach, access new audiences, and leverage new technologies and marketplaces. By working together, retailers can take advantage of new opportunities and overcome the challenges in the retail media landscape.

Remember, the new retail media landscape is constantly evolving, and brands need to stay informed and adapt to the changes in order to remain competitive. By focusing on digital channels, data and technology, building strong relationships with customers, and in seeking out partnerships and collaborations, retailers can navigate the new retail media landscape and drive their success.

If you need assistance with your retail brand’s digital marketing and media strategy, contact us today. We’re here to help.

Social Media Predictions for 2023

By Social Media

As 2022 comes to a close, we are keeping an eye on the emerging trends and tools and tactics that will matter in 2023.

Facebook Leverages AI To Keep People Interested.

As Facebook continues to lose users to TikTok, the platform is using AI to send more content from Pages and people’s content through Feeds.

Mark Zuckerberg explained in a recent interview with The Verge that:

“What’s basically going to happen is that, over the next year or two, we’ll start showing more recommended content in the Feed. And we’ll know that we’re doing a good job because the content in the beginning is going to displace some other content, and either displacing that content is going to lead to negative feedback from people, and lead to people connecting with each other less in all the metrics that we focus on, or it will actually lead to people connecting more and being more satisfied with the product.”

Zuckerberg’s view is that 40% of the content in your main Facebook feed will come from Pages you don’t follow.

For brands, that could also mean expanded opportunity, as Facebook’s algorithms will look to show your best-performing posts to even more people, even those outside of your current audience.

Facebook Is Moving Away From Promoting External Links

Facebook is placing a lower priority on content that promotes external links because they want more people to spend more time on the platform.

While this will cause some frustration for brands seeking to drive views to their websites, we recommend brands focus on content that generates more engagement on Facebook, likes memes and audience questions. This could help marketers that might then boost brand awareness and increase their following.

Continued Push for Avatar integration on Facebook

Despite a lack of user interest and an unimpressed industry, Meta is still trying to get users excited about the metaverse. So, you can expect to see more digital avatars popping up on the app.

Meta Avatar store

Although, we are far from reaching critical mass in the VR-enabled metaverse, there are expanded opportunities in sponsored items for avatars, themed costumes, and some new ways to connect and engage within the digital space.

Expect Meta to start pushing avatars as a key way to connect and engage, from video chats to posts, to status updates, and onto the metaverse itself.

More AI-recommended Instagram Content – and More Reels

Just like Facebook, Instagram is likewise hoping AI content recommendations will maximize user engagement as the platform struggles to keep up with TikTok.

Meanwhile Reels remains Instagram’s its fastest-growing content format, so you can expect to see more random updates, and more Reels, in more places in the app.

Like Facebook, it’s not clear yet that this will work for IG. But they’re going to push it either way.

We also expect Instagram will revisit its full-screen feed test, maybe with selected users who engage with Reels/Stories more often.

More Brand Engagement with Creators

We expect Instagram to add-in new forms of content creation in 2023, including AR and 3D posts, further integrate NFT art, and other new content forms that can be showcased in the app.

By providing more ways for creators to create directly on Instagram, Meta hopes to guide them to the metaverse. So you can expect to see new creation tools, like GIFs generated from Live Photos on IG, and also, the integration of 3D creation tools from its Spark AR platform directly into Instagram itself.

Spark

AR and More Interactive Ads

Other platforms are already experimenting with this, and as Meta seeks to guide users into the next stage, we expect to see more more 3D models for the metaverse space, including new AR ad formats cwith enhanced scanning tools and ingestion processes to help more brands lean into this next-level shift.

Twitter Will Continue to Experiment to Regain Market Share

Elon Musk has laid out various vague plans as he tries to right the seemingly sinking ship. From subscriptions to today’s news that he will no longer remove misinformation about COVID-19, we could see anything from Twitter transforming to a pay-to-play platform to a return to robust analytics. (Twitter removed a lot of analytics features back in 2020, and never replaced them.

If Musk were to improve Twitter Analytics offering, and presented that as a service, that would likely be something for which many businesses would be willing to pay.

Pinterest Will Continue to Grow and Gain Greater Influence

Pinterest has been on a more steady upward trajectory now.

We expect this trend to continue with greater international expansion. Pinterest is doing well in its key markets, but it still has a lot of growing to do in other regions.

Pinterest Q3 2022

As you can see in these charts, Pinterest’s income from North American users literally towers over what it makes in other regions. Pin ads are still not available in all markets, and while Pinterest is still growing, it needs to work on building its ad opportunities to maximize its potential in this respect.

Improved Search and Discovery on Pinterest

Discovery is the backbone of Pinterest’s operation and we expect to see new improvements in highlighting the most relevant products via improved search tools and processes.

Pinterest continues to make progress on this front, by adding in more personalized discovery tools, and you can expect to see Pinterest continue to refine and improve its processes to help maximize product discovery, in alignment with personal usage habits and preferences.

Also, expect to see Pinterest add in more product comparison options, to help users find the best deals in the app. Pinterest also needs more products, and as such, you can also expect to see the platform continue to improve its catalog ingestion tools, and help more merchants list their items as Buyable Pins.

Live-Stream Shopping

Pinterest is also testing the waters on live-stream shopping, and if that does become a bigger trend, you can expect the platform to make a much bigger push on integrating live shopping into the app.

We expect Live shopping to be more effective on Pinterest than other platforms at the moment simply because of the nature of content and the way users currently engage with products on the app.

LinkedIn Will Leverage Better Data, Video and Audio in 2023

LinkedIn already owns the largest database of professional and career insights ever created, and it’s slowly integrating new ways to use this to help people maximize their opportunities.

We expect this to continue in 2023, with more links to LinkedIn Learning so users can obtain the skills needed to land their dream jobs.

Like all social media platforms, LinkedIn has seen more people consuming more video content in the app, and we expect the platform to add in more video tools, expanding on its existing intro video and video chat features.

In fact, we more people are accustomed to virtual conferences and events now, we imagine LinkedIn will enhance its Event features with more Zoom-like features for in-platform video meetings and live streams.

Similarly, as podcasts continue to become the preferred content type for Millennials and GenZers, we expect to see LinkedIn embrace audio events – perhaps even by creating an in-platform podcast offering like BuzzSprout and others.

Either way, we expect to see audio rooms in groups, audio meet-ups among your connections better highlighted in the app, and more sections highlighting audio events.

TikTok Will Embrace Social Commerce

The current social unrest in China could result in TikTok being banned throughout the country. However, the success of the app around the rest of the world, along with the increasing need for Western brands to monetize their presence on the app, leads us to expect social commerce to grow on TikTok.

To-date, western users haven’t exactly warmed to live-stream shopping, at least not in the way that some Asian regions have, but TikTok is determined to make it work, as a means to both maximize revenue and provide another monetization opportunity for creators.

Because right now, creators can’t make as much money on TikTok as they can on YouTube, TikTok’s trying out various solutions on this front, but the platform has had the most success with live-stream commerce, so it’s safe to expect this to become a more prominent feature in 2023.

If you need assistance with your social media strategy in 2023, please contact us today. Our experts are here to help.

UK Retailers Are Optimistic About 2023 Sales Growth

By eCommerce and Marketplaces No Comments

Despite the increasing economic uncertainty, supply chain issues and changes in shopping behaviors, the majority of retail CEOs in the UK are confident of sales growth in 2023, according to a new Retail Week report.

Based on interviews with the leaders of 54 UK businesses, sustainability and ensuring diversity, inclusion and engagement among staff are also key focus areas for the industry.

Disruption is the ‘new normal’ for retailers in the UK: after Brexit came the pandemic and now a cost-of-living crisis, so retailers are focusing on the things they can control.

Some Key Takeaways

  • Two thirds (67%) of retail CEOs believe sales will be higher in 2023, versus 10% forecasting them to be flat and 14% expecting them to be lower.

  • 61% say PPC is the area where they will spend the most marketing budget, followed by 55% for Instagram; Facebook is expected to decline sharply (from 75% in 2022 to 47% in 2023). 

  • 31% expect more sustainable delivery options and click-and-collect to be the most in-demand delivery options next year.

  • Retailers expect an average 49% of sales to be online within three years, up from 46% now; in-store sales will decline from 38% to 35%.

  • 78% of retailers have a single view of their stock but only 58% have a single view of their customer.

The ideal channel mix and the right selection of marketing tactics is unique to each retailer. What is important, however, is to maintain agility and make decisions based on what resonates with the respective target audience.

At Acronym, we leverage neuromarketing triggers to ensure our campaigns connect with each target audience in the most meaningful way at every stage of the funnel. If you need assistance identifying the right omni-retail media mix, please contact us today. We are here to help.

Six Paid Media Trends for 2023

By Paid Media No Comments

In an increasingly competitive world, marketers want to get most out of their ad budgets. But with new tools and technologies emerging all the time, it can be hard to know which ones deliver the greatest value.

With that in mind, we’ve compiled six paid media trends that will matter in 2023.

1. Amazon’s Emergence into Paid Advertising

While Google and Facebook still dominate paid advertising, Amazon is now the third-largest and fastest-growing advertiser. Amazon ads are displayed on and off of Amazon, which has skyrocketed its popularity with online retailers.

In fact, buyer intent is the greatest advantage Amazon has over Facebook and Google.

While Facebook and Google give access to the largest audiences, users aren’t usually looking to buy something. When compared to Amazon’s buyer intent, this usually results in lower conversion rates on these platforms, so brands could be spending more for less.

2. Going Social

Around 70% of people check at least one social media platform a month (most check social platforms daily) and these numbers are growing. If you are ignoring social media in your PPC strategies, you are missing opportunities for personalized brand awareness.

As a result PPC marketers are focusing on ads for social media platforms. Facebook and Google are still the bread and butter of paid advertising but you should look to expand your horizons in 2023.

3. The Rise of Voice Search

Smart homes and personal assistant speakers such as Cortana, Siri, and Alexa have nearly reached critical mass in the U.S.

Paid voice search advertising hasn’t yet made it to the mainstream, but due to a rise in technological changes, it’s nearly certain we will see these advancements start to emerge soon.

One good strategy to get ahead of the game is to adopt a more conversational tone on your website. People are more conversational when making voice searches, so it will improve your ranking in voice search results. Updating FAQ pages on your website by using ‘long-tail’ keywords is another way to set yourself up for voice search success.

4. Surge in Visual Searching

Visual search works by using a picture as the search query as opposed to text. Imagine you are seeking a specific type of product with desired colors and/or patterns. Visual search results will drive a much faster click-through response than descriptive words.

People want results faster than ever and visual search helps them find exactly what they want must faster than text searches.

5. Collaborative Filtering

Collaborative filtering is a grouping system that groups users by shared tastes or preferences. If Bob has similar reactions to content as Sue, it’s likely they could have other similar tastes. Filtering can be based on almost anything from age, interests, locations, and more to guide them to content that would appeal most.

Collaborative filtering tailors your content to your recent likes, browsing history, or trending topics. This allows websites to remain interesting, new, and relevant to individual users.

6. SEO and PPC Integration

PPC and search engine optimization go hand in hand. You’ll see better results when you integrate your SEO and PPC campaigns. A good way to sync up your PPC and SEO is to analyze your top-performing ad copy. Create your content and blog posts based on that copy to boost your ranking.

You can use long-tail terms to boost your rankings and improve paid search bidding strategies.

If you need assistance with your paid media strategies, please contact us today. We’re here to help!

Expanding Your Attribution Window Can Lead To Higher Conversion Rates in Social

By Social Media No Comments

As talk continues about a potential recession ahead, it is imperative for advertisers discover the most efficient channels where people are buying. In the context of paid social, studies show that people who take longer to convert also spend more money, so including them in your measurement means getting more value out of every dollar you spend. 

For Pinterest ads in particular, advertisers large or small on Pinterest are much more likely to receive conversions when they extend their attribution window from 1/1/1 (1/1/1, or 1 day click, 1 days to engage, 1 days to view) to 7/7/7 (7/7/7, or 7 day click, 7 days to engage, 7 days to view). 

Studies have shown when people have more time, they buy more.

In times like these, marketers tend to rush to that last-click, bottom-of-the-funnel ROAS quick fix. But, that can be a mistake. You’ll get more value out of every dollar you spend if you account for the converters who take longer spend more money.  

Due to the possibility of an upcoming recession, consumer confidence is dropping rapidly.

Marketers must find ways to combat this slowing demand by discovering most efficient channels where people are still spending. Extending your attribution window to account for people who take longer to convert means squeezing more out of every dollar you spend. 

When you widen your attribution window, you will maximize ROAS for your media. Roughly 75% of conversions that occur after one week should not be missed. At the very least, examine the 7/7/7 if you are at 1/1/1. You’ll find the sweet spot when your 2022 and 2023 campaigns have a greater overall ROAS and you’re accounting for the big spenders who buy more. 

If you’d like help with your paid media strategy, please contact us today. We’re here to help.

Pinterest Continued to Lose Users in Q2, Despite Ramping Up eCommerce Features

By Paid Media, Social Media No Comments

According to Pinterest, there are now 433 million monthly active users on Pinterest worldwide, down 5% from last year.

It is predicted that Pinterest will slowly shed users over the next five years.

Here’s a brief look at the numbers:

  • Pinterest anticipates third-quarter revenues to increase by “mid-single digits” versus last year, falling very short of analysts’ expectations of 12.7% growth.
  • Pinterest’s revenues rose 9% year-over-year (YoY), its slowest growth in two years, due to softening advertising demand from CPG companies, big-box retailers, and mid-market advertisers.
  • Average revenue per user (ARPU) grew 20% in the US & Canada, going from $4.87 to $5.82. Global ARPU jumped 17% overall.
  • CFO Todd Morgenfeld said on the company’s earnings call that shopping revenues are growing twice as fast as overall revenues.

An Increased Investment in Social Commerce

Due to this decrease, Pinterest’s new CEO Bill Ready is hoping social commerce will return the platform to future growth.

However, Pinterest will have to compete with the more prominent social commerce platforms like Facebook, Instagram, and TikTok. If Pinterest can grow its user base and lean into personalization and social commerce, it could potentially outshine the competition since the platform is great at monetizing its current and loyal audiences.

Younger Audiences Aren’t Interested in Pinterest

Although they are making a push towards social commerce and personalization, Pinterest still struggles to reach teen users, which proves to be a blocker for many brands. This could further limit Pinterest’s ability to attract retailer and advertiser spends. Pinterest has loyal consumers; however, it lacks the attraction of new users.

The Platform Still Plays A Role In The Customer Journey

Pinterest has the unique position of being social media, search, and commerce. Since the platform is a tool for inspiration and product discovery, it’s important for brands to capitalize on the consumer shopping journey, which gives it a more valuable insight for consumer purchase intent, making it more attractive to retailers.

With Pinterest’s personalized shopping experience, it is important to cater ads and lean into personalization to ensure the user’s experience is relevant, and that you speak to the user journey with sequential messaging.

If you need assistance leveraging Pinterest or any other media platform for the upcoming holiday season, contact us today; our experts are here to help.

The Five Factors That Drive eCommerce Loyalty

By eCommerce and Marketplaces, Social Commerce, Social Media No Comments

As we all know, brand loyalty was disrupted during the pandemic, and it changed nearly every part of the eCommerce playbook.

Over these past couple of years, marketers needed to find a way to attract shoppers and convert them into repeat customers. One of the best ways for brands to understand their customers’ wants and needs is through harnessing social media, which provides opportunities to create personalized marketing campaigns.

The Five Factors

The five key factors that can help online brands with digital loyalty are relevance, a seamless shopping experience, convenience, personal connection, and community endorsement.

  1. Relevance: Shoppers want the ability to discover relevant products they desire and need that they hadn’t thought about.
  2. Seamless shopping experience: Consumers prefer technology that recommends products that meet in-the-moment needs.
  3. Convenience: Shoppers expect to receive their products within a couple of days at a reasonable delivery cost (and a no-hassle return experience).
  4. Personal Connection: Consumers expect a personal customer service experience, where the brand reflects their identity and knows them enough to provide relevant offers.
  5. Community Endorsement: Shoppers want to feel part of a community and will naturally trust recommendations or reviews by other like-minded members.

This shift in the eCommerce reality has forced many businesses to rethink their approach to customer relationships. With more users online, fostering digital loyalty can yield a real and significant revenue boost.

By focusing on these five factors, marketers drive loyalty to your brand by harnessing the best social media tools and creating personalized marketing campaigns.

You can ensure a seamless experience that prioritizes usability, but also delights shoppers with new and innovative experiences. If possible, offer curbside or locker pickup, which will cut the cost of delivery and time, in turn making customers satisfied.

We also recommend employing new tools, like customer care online chat platforms or messaging apps, to improve responsiveness to consumers. These kinds of tool are highly desired. In fact, a recent Accenture study shows that 90% of U.S. consumers and 86% of businesses prefer apps and mobile chat. This can also help create a more personalized experience.

And, bear in mind a recent Yieldly report indicated that 75% of consumers say they are more likely to buy from brands offering personalized experiences. It’s also important to ask loyal customers to leave reviews and recommendations; this tactic can broaden your brand’s social reach through enlisting creators who have credibility in a particular product area.

If you’d like assistance with your integrated social media, eCommerce, marketplace or app strategy, contact us today. Our experts are here to help.

Snap’s Virtual Object Creation Accelerates the Metaverse Shift

By metaverse No Comments

In what some are calling a game-changer and a clear move toward the metaverse, Snap launched virtual object creation and shared its latest research paper, which outlines a new way to create 3D digital assets from photos and videos of objects sourced from online collections, like Google images.

The process, which Snap is calling ‘Neural Object Capture and Rendering from Online Image Collections’, allows AR and VR creators to search for an item on Google, select a group of relevant images, taken from different angles, and automatically fill in the gaps, enabling 3D object creation without tedious scanning.

As explained by Snap:

“This approach could unlock the ability for an AR creator or developer to digitize any object in the world, as long as there are photos or videos available of it found in an online image collection. This is a significant step towards the goal of creating a library of AR digital assets to overlay computing on the world.”

This could mark a big step for Snap’s own AR ambitions, and could set the platform up for the coming metaverse, where people create their own virtual environments that others will then be able to visit, interact with, and even purchase digital and real-world items from, within the VR space.

Meta has been looking to its advances in eCommerce and to expand its virtual item library, with brands encouraged to scan in digital versions of their products to enhance their in-app listings. This new process from Snap eliminates the need to manually scan their products.

Snap is presenting this new paper at SIGGRAPH 2022. We will keep you informed of any new details on this acceleration in building new AR and VR experiences. If you want to learn more about how you can prepare for the metaverse, contact us today.

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.