Part Two:
How to Take Advantage of New Trends in Digital Marketing

After reading Part One of this post, you’re probably full of helpful knowledge about digital marketing statistics (like the number one marketing goal of most business, the top content deliverer, and the social media channel that produces the most ROI), and eager to use your new insight regarding the top digital marketing trends of 2022. Welcome to Part Two, and recommendations on how to turn those trends into business success! 

Make New Trends in Digital Marketing Work for You

TREND: Content rules (still).

RECOMMENDATION: Use persuasive storytelling. To attract visitors (and search engines), content needs to be valuable, relevant, and engaging. But how do you do that? Focus on solving the customer’s problem. “Of course,” you say, but take a quick tour of a few websites and blogs. How many of them start out by talking about the company, or its knowledge, reputation, or expertise? Copywriting, the art of persuasive writing, is not just for Times Square billboards and Superbowl ads, but helps elevate all marketing content.

TREND: Email’s impact will grow.

RECOMMENDATION: Nurture your audience and utilize automation. A series of emails designed to intrigue and/or educate can build your brand, create excitement around events or product launches, and most importantly, create a relationship between your company and the email recipient. 

You can use automation to personalize those emails, to create abandoned cart emails, (which had a conversion rate of 33.89% in 2020), and welcome emails (a 51.9% conversion rate).

TREND: Users demand personalized service, ASAP.

RECOMMENDATION: Use up-to-date technology to create personalized immediate solutions. In addition to automating emails (see above), you can use conversational marketing like chatbots to offer 24/7 assistance (more about this solution in Part One), and boost local search with geofencing. Super-specific, location-based marketing, geofencing alerts potential customers to brick-and-mortar shops and services in their location while they’re there. Imagine you’re on a road trip and you get a text or push notification about gas in five miles, a great deal on a nearby hotel room, or the best fried chicken in the state.

TREND: Virtual and hybrid events will become standard.

RECOMMENDATION: Use video to enhance discoverability, engagement, and sales. You’re going to need to film the gathering anyway; why not up your video game by going live and/or offering interaction like virtual Q&A sessions? If you’re especially tech-savvy, try incorporating gamification or virtual or augmented reality.

TREND:First party data collection is on the rise.

RECOMMENDATION: Get onboard now, and step up your game with these strategies:

• Use email to collect customer data, but don’t forget to give sometng in return.
• Consider a loyalty program. You’re more likely to get something if you give something (see above tip).
• Go multichannel. You’ll give customers multiple platforms to purchase from, and your business multiple ways to collect data.
• Update your online presence. A brand or website refresh or overhaul is a great excuse to re-engage with former customers, reach out to new ones, and collect information from both.

By All Means, Embrace the New, But…

Make sure your digital marketing foundation is solid before adding bells and whistles. Is your website user-friendly and search engine optimized? Does your content tell a persuasive story? Are you using reports and analytics to develop your marketing strategy? Targeting your ideal customer with paid media? 

It’s lot to think about, and even more to implement. But you don’t have to do it on your own. At Globe Runner, we eat sleep and breath digital marketing. We’d love to partner with you to ensure your marketing strategy and building blocks are strong, and to help you take advantage of new digital marketing trends that can put your business on top. Contact us today! 

Digital Marketing Facts FAQs

Is influencer marketing dead?

Not even close. In fact, influencer marketing is growing; from $1.7 billion in 2016 to an expected $15 million in 2022. Even B2B brands like PriceWaterhouseCoopers are getting on board.

How many businesses use digital marketing?

The majority of US companies market their products or services online, but the percentage of such varies depending on business size. As of 2021, 71% of small businesses have a website,and 91.9%of American companies with more than 100 employees planned to use social media for marketing.

How big is digital marketing?

Big—especially if you consider the last two years. Globally, digital marketing grew from $155.53 billion in 2020 to $179.77 billion in 2021, a compound annual growth rate (CAGR) of 15.6%.

What’s the future of digital marketing?

Though the recent growth explosion was likely pandemic-related (as companies pivoted toward more online business), the digital marketing market is expected to continue to grow to an estimated $281.32 billion in 2025, a CAGR of 11.8%.