The world of marketing, like the world of business itself, is constantly changing. Just as fashion trends pop in and out of style, so too do trends within the market, with businesses constantly on the lookout for the next best thing to bump their company up into the big leagues.
In 2021, this was most recognisable within the use of social media apps such as TikTok and Instagram reels. These are short, five to ten second videos that can quickly capture an audience and make them aware of the product or service being sold.
This year, however, the marketing pendulum has swung the opposite way, with a number of businesses opting for more lengthy, word based content which can hold the viewer’s attention over a long period of time.
Why is this the case? Because Google said so, that’s why. According to recent studies, as much as 20% of B2B companies have raised their content marketing budget by 9% over the last year, with some even increasing by two digits. Now, there are many B2B marketing channels, with loyalty programs perhaps being the most efficient, but web content has really seen an uprise at the moment.
Web content can help a B2B website climb the Google staircase, as well as provide prospective customers with detailed and insightful content that revolves around the business itself.
But whilst this is the case for 2022, what will be the case in the future? As mentioned previously, the digital marketing industry is volatile, making it hard to predict where it’s going at any given moment. With that being said, let’s have a look at what we know and how it could affect the marketing landscape as we know it.
Long-Form Writing Is Likely To Stick Around
Whichever way you look at it, blog posts and articles have been and likely always will be one of the most effective forms of marketing. This is especially true for small businesses, as it is not only cost efficient but also proven to be a strong tool for highlighting your product.
Conversational AI
We have all likely come up against a chatbot at some point in our lives. Often rather frustrating and glitchy, chatbots are likely to be a big part of the future of digital marketing. Don’t worry though, as AI technology improves, so too will chatbots be able to adequately communicate with consumers and provide personalised product information. With 42% of consumers already using conversational AI for purchases, we can expect this number to shoot up as customers begin to really connect with robot communication.
Data Analytics
Most businesses and marketers will know that data is important when it comes to raising a company’s profile. That being said, there is still a way to go when it comes to accumulating actual meaningful data which makes a difference to the way a business markets itself. With data experts and analytics improving year on year, however, we can expect to see a streamlined gathering and usage of data becoming increasingly crucial in the future.
Social Media
In some ways it doesn’t need to be said that social media will play a prominent role in digital marketing going forward. Already recognised as a powerful marketing tool, the increasing popularity of Instagram live, podcasts and other trends will be used by a number of businesses in order to remain relevant and as close to the public eye as possible.
The Metaverse
Lastly, with Web3 just about emerging on the horizon, we are likely to see a lot of companies choosing AR (augmented reality), AI and VR to create an immersive and unique experience for customers in the future. Market industry experts have also come up with the term “gamevertising” in relation to businesses using short, mobile games as adverts for their product, which actively involve and entertain the consumer. As well as this, experts predict that consumers will have their own online avatars in the future, allowing them to try on different clothes, visit different places, test out different products, and the list goes on.
Whatever happens, the digital marketing industry is likely to look a lot different in a few years than it does now. Your business should similarly follow suit and try to keep up with the tide in order to prosper and thrive beyond 2022.
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