Trends in digital media are evolving more rapidly than ever! There were big changes in the virtual landscape last year, from the rise of NFTs and blockchain technology to Facebook rebranding itself as Meta. TikTok continues to gain popularity, making big businesses take short-form video content more seriously, and third-party cookies are going away this year, making direct-to-customer communication more important than ever. There are tons of strategies and tools to keep an eye on this year, but here are the top five trends in online marketing that you should be paying attention to in 2022.
Brands are experimenting with blockchain technology.
While Bitcoin and Etherium continue to make headlines, blockchain technology is proving to be about more than just cryptocurrencies. NFTs, or non-fungible tokens, exploded in the art world in early 2021, and brands are starting to take them seriously. The NFL gave collectible NFTs to fans who attended Super Bowl LVI in February, each unique to the ticket holder’s exact seat. The use of blockchain technology is still in its infancy, making it a great time for brands and businesses to explore its possibilities.
Users want an immersive experience.
From augmented reality and virtual reality to polls, quizzes, and livestreams, nothing captures attention like a little participation. In October 2021, Facebook bet big on the metaverse and rebranded as Meta, likely in anticipation of creating more immersive experiences in the AR and VR spaces. While it is good to keep an eye on how Meta and other big businesses are preparing for Web 3.0, marketers and brands can capture an audience’s attention and create personalized experiences through the use of things like webpage quizzes, Twitter polls, and livestreaming Q&As. These interactions give users a personalized experience, building trust and brand awareness. Creating these experiences will be more important than ever as we transition away from third-party cookies and to more transparent, direct communication.
Value statements are a must.
Customers are very discerning, and it is up to businesses to meet their expectations when it comes to upholding socio economic issues such as inclusive language, sustainable business practices, and equitable representation. Now is a great time to lean into branded value statements around these topics and use them as key talking points when engaging with customers, influencers, and peers.
Influencers are here to stay.
Once thought to be a trendy way to reach potential customers, data is showing that influencer marketing works. Microinfluencers, or influencers with smaller audiences, have been found to have higher rates of engagement and social media platforms have made it easier than ever for brands to collaborate online. Partnering with an expert or influential member in your audience’s community can make a big impact this year.
Not every marketing strategy looks the same for every brand or business. For a consultation on how we can help you navigate the latest marketing trends, contact us today.