The marketing world moves faster than light and is constantly evolving. Last year, the COVID-19 pandemic accelerated marketing’s adoption of digital transformation more quickly than in any other industry. However, earlier this year, before the marketing genies could fly on the wings of digital transformations, businesses started experiencing slightly less virtual engagement as customers gradually left their houses.. However, staying ahead of your competitors is essential if you want to succeed in the fast-paced world of marketing and keep your audience engaged.
HubSpot has identified a few marketing trends in 2022 that will dominate the market, and we will highlight some of them in this article. As a marketer, you must not miss out on them to stay afloat in the market. Let’s dig in.
1. Influencer marketing will transition from a trend to a standard tactic
2. Video marketers will keep their content short
3. A significant amount of emphasis will be put on mobile optimization
4. Ephemeral content on social media may lose ground to permanent posts
5. Corporate social responsibility will get prioritized by companies
6. More companies will leverage SEO to conquer search traffic
1. Influencer marketing will transition from a trend to a standard tactic
Many marketers have enjoyed nurturing this intriguing influencer marketing trend for quite some time. But now, it is time to adopt it as a marketing tactic, not a mere fad that will fade away anytime soon.
As per the HubSpot survey, 34% of global marketers have plans to invest in influencer marketing for 2022, putting it at the top of the list above other trends like mobile web design and short-form video marketing. 57% of marketers have already used it, and 46% intend to expand their spending on it in 2022. Furthermore, 11% claim it is the best ROI-generating trend they have tested.
Why and when did influencer marketing become a standard tactic? Influencers often possess a following of their own and are experts in the fields or topics and the platforms they use. When marketers collaborate with thought leaders and influencers in their sector, they can raise brand awareness and win an audience from the influencer’s followers. They have also found a niche in their industry, which is why they now play a more prominent role in converting leads, connecting with audiences, and boosting brand awareness.
Pro tip: It can be tempting just to consider an influencer’s follower count when deciding whether they are the ideal fit for your brand; however, don’t miss to check out the actual impact, which is in engagement rates (clicks, subscribes, and purchases).
2. Video marketers will keep their content short
With more than 31% of global marketers investing in short-form video content, this is the second most effective trend marketers are presently utilizing, according to the report by HubSpot. Considering its performance and engagement, 46% of marketers think the approach is helpful, and in 2022, 89% of them intend to keep investing in it or raise their investment.
In addition to taking less bandwidth, short-form videos are more appropriate to the online audiences’ quick attention spans across a range of demographics. This is probably the main factor driving the rapid growth and marketing interest in platforms like TikTok, Reels, and Snapchat.
3. A significant amount of emphasis will be put on mobile optimization
More than half of the online website traffic comes from mobile devices and tablets annually – no wonder Gen Z consumers love to spend more and more time on their mobiles. As a result, mobile optimization is crucial for marketers to put their foot in the game.
Mobile-optimized digital experiences will become increasingly more significant to take into account as a business owner that markets to these fast-paced, highly connected generations as millennial audiences’ purchasing power increases.
Pro tip: When creating a marketing strategy, keep mobile experiences in mind not just for brand websites but also for emails.
4. Ephemeral content on social media may lose ground to permanent posts
Ephemeral content: Content that usually disappears after 24 hours if not archived, like Instagram Stories
Permanent posts: Standard posts, videos, and live events that can be viewed again days later after appearing on a platform’s feed.
Global marketers slightly give an edge to the latter in the HubSpot survey in the space between ephemeral content and permanent posts.
According to the survey, 8% of marketers claim that permanent social media content has the highest return on investment (ROI) compared to other marketing tactics, and 44% plan to expand their investment in it. Additionally, 37% plan to decrease their investment in ephemeral content.
5. Corporate social responsibility will get prioritized by companies
It is no secret that corporate social responsibility (CSR) programs boost morale and make brands more accountable in the community. However, is it helpful for engagement?
45% of marketers still want to spend on social responsibility over the course of the upcoming year, even though 31% of them believe it is ineffective in terms of campaign engagement or performance.
Why is it being prioritized despite low engagement? Because social responsibility, ethics, and transparency are essential to the modern customer in the current situation.
6. More companies will leverage SEO to conquer search traffic
Although SEO is not a new concept to marketers, modern marketing methods are increasingly incorporating its tactics. 28% of marketers said they currently utilize SEO. Of those marketers, 49% believe the technique is booming, and 84% want to continue investing the same amount or more in it in 2022.
Related content: A QUICK GUIDE TO GOOGLE’S SEARCH ENGINE RESULTS PAGE (SERP)
Remember to put the highlights of our Marketing Strategy research into practice for your brand now that you have read about them. For more content like this, keep following this space.
