Between new business models and apps, regulatory changes, and dealing with a pandemic, what worked for your digital marketing strategy in recent years might no longer work in 2022. Today’s marketers must develop a sound marketing strategy to effectively engage with their consumers through various customer touchpoints while leveraging technological innovations.
Here are some of the top digital marketing trends marketers need to know (and, to an extent, apply) in their marketing strategy for 2022.
Alternatives to Third-Party Cookies
With Google announcing it would end cookie tracking in early 2022, you’ll have to make drastic changes. Tracking users across the web is essential, so you’ll need to change your tactics. Numerous companies have started implementing first-party data and even zero-party data collection to gather information about the consumers, providing relevant advertising to facilitate sales online.
Zero-party data refers to data given directly by the consumer to a brand, done via a survey, gamification, or an online interaction between a consumer and the brand. You can also consider boosting your CRM tools once third-party cookies are no longer in place to continue efficient tracking of consumer data.
Nowadays, more people are using smartphones and tablets instead of desktops to browse products or services on the web, hence the need for mobile-friendly content that will rank higher in search engines. It is highly recommended to optimise your website’s design so it automatically adjusts for smaller screens. You should also consider accelerated mobile pages, or AMP, to load content faster on smartphones and tablets.
Over the last few years, there has been an increase in the use of data-driven marketing campaigns across a broader scope of industries. Adding marketing automation to your digital marketing strategy makes you both more efficient and effective by automating workflows and spending less time on repetitive tasks. Because the one-size-fits-all approach does not work all the time now, segmenting different strategies, content, and sizes based on the audience you have is a smart move.
There are many automation tools you can use, such as Marketing Cloud’s Automation Studio. It is an application used to execute multi-step marketing and data management activities on an immediate, triggered, or scheduled basis. You can also use the app’s workflow canvas to build simple or multi-step automation. You can also build automation through the app using automation activities such as Send Email, Import File, or SQL Query. Configure and manage automation activities on the Activities page. You can also use this page to run automation activities on an individual basis.
Learn more about Marketing Cloud’s Automation Studio here.
These days, customers expect a personalised brand experience throughout their customer journey. Most consumers decide to purchase only after visiting numerous sites and seeing good reviews on channels available to them.
With Marketing Cloud Interaction Studio, you can visualise, track, and manage customer experiences with real-time interaction management. You can also use customer experiences to drive valuable engagement at the right moment, the way your audience prefers. It also lets you tailor interactions with customers and prospects to increase loyalty, engagement, and conversions. You can deliver more relevant experiences during moments of interaction across the entire customer journey. You understand each prospect by building a customer profile from different data sources. With a customer profile built, you can engage with them as an individual in real-time.
You can learn more about Interaction Studio here.
Continuous engagement with customers and leads is still necessary — even in the wake of COVID-19. While people are generally starting to feel more comfortable with physical gatherings, some still prefer to do things virtually to ensure they stay safe and healthy.
Taking a hybrid approach to large gatherings is key to keeping everybody happy. When planning for 2022 events, you need to ensure your live events have a strong digital component. Utilise technologies like AR and VR to create an immersive experience for those who want to keep their attendance digital. And remember to keep your gatherings short and straightforward to keep everybody in the live venue safe and keep the virtual attendants engaged throughout the event.
Businesses operating locally should consider having a Google My Business listing as it provides valuable information to consumers. It also helps establish your geographical location. A geographically defined service area with Google My Business listing helps your business appear on “near me” searches. Furthermore, customers learn more about your business, including your operating hours, address, and star ratings left by other users. It also lets you post products and sales that show up on your search listing.
Customer experience mapping
Planning out your current and end state to identify digital marketing and marketing automation opportunities is key to ensuring you are able to capture the needs of your customers at every step of the customer journey.
Shifting to digital platforms and automating processes whenever and wherever possible ensures your marketing strategy is at its most efficient, and your marketing team functions like a well-oiled machine.
AFDigital’s Digital Experiences (DX) team specialises in the strategy, design, and implementation of human experiences through data-driven storytelling. We use an outside-in approach using a combination of critical thinking and design thinking to build creative experience solutions.
Get more insights on the value of Digital Experience in business here.
2022 is the year to transform your company’s marketing strategy. Get in touch with any of our expert Consultants for advisory on your digital marketing initiatives. You can also reach out to us here if you need help with your digital transformation.