Digital marketing trends predicted for 2022

Against the background and trends of 2021, mostly driven by the pandemic and the knock-on effects it has had on our lives, which include increased shopping, working, learning and being entertained online, what next for 2022?

While there are many ‘far-out’ tech predictions for 2022, including the rise of the metaverse, where we will be able to work and play in an online virtual world as if we were in a video game, cryptocurrency and digital fashion, there are some, rather more, day-to-day shifts too.

Consumer priorities, self-identity and habits are all changing as we come to grips with a fast-paced digital environment, meaning that marketers need to be ready to rebalance their approach. Here’s what’s hot for keeping in mind for your marketing approach in 2022.

Build customer identity into the creative process

Customers are increasingly enlightened as to their own identities, which means their experiences of equality, equity and any oppression experienced in their lives is increasingly felt and expressed. Experienced marketers know that customer identity is complex, with different sections of customer population, down to individuals, experiencing life in unique and different ways.

A blanket approach to customer identity is no longer viable as a marketing approach. Successful marketing now needs to understand the different experiences of its customers and build in true accessibility, equality and difference into the creative processes. In written material and design, care should be taken for marketing and brand messages to strike with their particular audience, in a way that is truly equitable.

It’s also worth remembering that equality, diversity and inclusion is an ongoing process as habits and experiences change; marketing never reaches the finish line in this area.

Customer look to brands to lead on sustainability

Customers want to know, in as transparent a way as possible, what you are doing about sustainability, in every aspect of your business. Sustainability and sustainable solutions to carbon-producing areas of your business need to be inbuilt in your messaging and campaign, if they aren’t already.

Recyclable packaging, eco-friendly delivery options and routes, and reduction of waste are all areas consumers want knowledge of and reassurance about in dealing with you. Consumers will increasingly make choices based on the sustainability of businesses as this directly reflects on their own low-carbon, sustainability efforts as a consumer and responsible eco-conscious citizen.

Shopping directly from the app

In-app purchases are already possible, and are set to increase as a trend that’s here to stay in 2022. Consumers search for content about purchases and look to be influenced by that content. So much the better if they can purchase directly from the content or app itself, without having to click off and hop onto a separate website.

Instagram is known to be testing checkout functions already, with TikTok partnering with Shopify to enable in app purchasing. Although market share is small currently for in-app purchasing this is a fast-growing area with significant implications for the merging of brand messaging and the shopping experience.

Lean into brand purpose

Connection is set to be more important than reach, with winning content being that which evokes emotions and reactions in consumers. Reaching everyone will not be as important as reaching the right people who appreciate your brand and its values.

Marketers advise ‘leaning into your brand purpose’ by embracing your principles, purpose and people by being authentic and ‘real’ about what your brand has to say and what it wants to achieve. More than ever, consumers look for meaningful connection online and off, with those brand that appreciate who they are and express similar values and concerns.

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