The digital advertising world moves fast, are you struggling to keep up? In this article, we debrief the top seven digital marketing trends from Q1 to prime the rest of your 2022 marketing plans for success.
The Top 7 Digital Marketing Trends of 2022
- The metaverse becoming mainstream
- Use of AI as a key tool for media efficiency and optimization
- Proliferation of retail media
- Replacing attribution with advanced measurement and modeling
- Preparation for a cookieless targeting solution
- Challenger brands continue to rise
- Brand authenticity is priority, especially with younger generations
Continue reading to learn the factors driving these trends and how to capitalize on them to drive your brand’s marketing success.
#1 The metaverse becoming mainstream
The metaverse may reach upwards of $1T in value by 2024, according to a Grayscale report.
Consumers are spending more time in these blockchain-based communities of decentralized transactions, immersive digital worlds, gaming and much, much more. Therefore, the metaverse marketing potential is boundless. Brands should start exploring these technologies now to capitalize on the advantages of being first movers in the space.
For tips to start marketing in the metaverse, view this article or view our webinar on-demand: The Metaverse, Crypto, & NFTs: What Marketers Need to Know.
#2 Use of AI as a key tool for media efficiency and optimization
45% of users believe AI creates competitive advantage in marketing.
AI takes data analysis to the next level by making predictive models about future performance and then suggesting ways to prepare for those events. In 2022, we will see more media buyers release control of media optimization and personalization to AI. As a result, this will provide more time to spend on strategic planning and analysis. For more benefits on using AI in your marketing, view this video.
#3 Proliferation of retail media
⅛ of all ecommerce digital ad spend is now on retail media. With 50% YOY growth in 2021, this figure is only expected to grow.
Retail media is a must-have tactic for CPG brands to drive ecommerce sales in 2022, but the value extends beyond CPG alone. It allows advertisers to be more data-driven. Also, it provides a reliable targeting solution through first party shopper data and closed loop measurement solutions. View our full POV on retail media here.
#4 Replacing attribution with advanced measurement and modeling
Media mix modeling and advanced measurement studies are critical in 2022 and beyond. As cookies go away, it will be even more important to have a data-driven lens. Use these tools to aggregate marketing metrics and see how changes in spend and channel mix impact the business. Without these holistic campaign views, it’s easy to get lost in vanity metrics.
Additionally, advanced measurement studies answer meaningful brand questions such as:
- Did my campaign improve brand recall?
- Did my campaign drive sales lift?
- Is my audience considering my brand over competitors?
To implement a more strategic measurement plan, view our 5 Step Guide to Successful Marketing Measurement.
#5 Preparation for cookieless targeting solution
Marketers are prioritizing first party data collection in 2022. As ROAS and attribution will decrease without cookies, greater rigor and strategy will be needed. Having a data-driven system for audience-based media that is tied to an integrated measurement solution will be critical to see marketing success.
Cookieless Prep Tips
- Benchmark your current performance
- Experiment with alternative targeting and measurement solutions
- Use predictive analytics to identify best performing marketing tactics
- Place more emphasis on directional business and sales performance data
#6 Challenger brands continue to rise
Challenger brands are on the rise, especially as brand loyalty to household names is dwindling and consumers are seeking new brands to try.
Emerging brands have historically focused on challenging the competition, but today that has shifted to redefining the customer experience. Cultivating a strong brand community and culture drives word-of-mouth referrals and builds reputation among core audiences.
To compete with national brands, maximize marketing spend by leading with strategic digital marketing tactics rather than solely relying on mass media placements.
#7 Brand authenticity is a priority, especially with younger generations
Today’s shopper is looking for authenticity. If a person loses trust in a brand, they are quick to pivot to a different brand offering a similar product.
To find your brand’s magic, first take a step out of the data to examine qualitative signals of where authenticity lives for your brand. Understand where your customers feel your brand is most trustworthy to inform your channel placement.
Authenticity is often less about the brand and more about the consumer. With this in mind, your messaging should be fluid and strategically adjusted depending on the audience segment you are targeting and where they are in the consumer journey. Additionally, the creative content you make for each platform should be adjusted to feel authentic to that placement.
Use these trends to analyze your current marketing strategy. Then identify opportunities to lean into these high growth areas and take your marketing to the next level.
Stay tuned for more trends in Q2. In the meantime, contact Coegi to learn how to implement these tactics for your brand.