Marketing Trends 2022: Predictions and Possibilities

In 2019, few could have seen what the next two years would hold. Thankfully, predicting the next year of marketing trends is a lot easier — if you know the signs. Based on changes we observed this year, 2RM predicts these 2022 marketing trends:

E-commerce grows

In 2021, nearly 36% of U.S. internet users purchased something through a social media platform; that will continue to grow as one of the 2022 marketing trends. Twitter and TikTok are testing e-commerce, while Facebook and Instagram already have a strong e-commerce presence. Social media trends across all platforms include:

• Streamlining payment processes
• Developing advanced product discoverability features
• Generating sales

TikTok’s influence expands

This popular video-sharing platform lets users show creativity and join global trends. Other platforms are taking notice. Instagram has responded with a similar feature: Reels. TikTok’s 1 billion monthly users make this an investment to consider next year.

Google Page experience update elevates SEO’s importance

Google rolled out its Google Page Experience Algorithm update in August 2021. The algorithm factors page experience signals into Google Search rankings, which could impact average search rankings. The new page experience signals combine Core Web Vitals with existing search signals, including mobile-friendliness, HTTPS-security, and intrusive interstitial guidelines. In 2022, the Google Page Experience Algorithm update will continue to disrupt website SEO when it's applied to desktop search results. The desktop update is slated to launch in February 2022 and will finish rolling out by the end of March 2022.

More email personalization

Among 2022’s digital marketing trends, hyper-personalization of email marketing stands out. According to Instapage, personalized messages have an ROI of 122%. Oberlo notes they increase engagement by 50%. Companies will use data, user behavior, and AI to make product recommendations, trigger emails, and use deeper audience segmentation within campaigns.

Traditional B2B publishers push more digital content

Digital content is one of the 2022 marketing trends that will affect PR pros. Expect more of it from traditional B2B publishers. These publishers are expanding their digital offerings with enhanced video and podcasts. They're maintaining a presence on their websites and social media. Publishers are also communicating (sometimes daily) with audiences through email. PR pros should find ways to deliver digital assets, like b-roll video, when pitching content, such as new product material, to the media.

Higher digital ad spending

The pandemic sped up B2B’s transition from traditional to digital media. A 2021 eMarketer report predicts that by 2023, U.S. B2B ad spending will be nearly split between traditional and digital. Digital advertising is here to stay; leading the way are B2B display advertising and LinkedIn. Mobile advertising could overtake nonmobile by 2023. Search advertising is still strong but should grow less quickly next year. B2B’s move to digital is a reflection of advertisers’ quest to reach decision-makers. Their tool: contextual messaging that aligns with an increased appetite for digital content.

Digital account-based marketing increases

B2B marketers rely on account-based marketing (ABM) to engage with audiences and generate leads. But the pandemic shifted ABM away from traditional strategies like in-person, live events. Instead, digital strategies have kept buyers engaged and fostered relationships. Good B2B marketers will use digital ABM tactics next year, like display ads and social media listening.

VR and AR emerge as marketing tools

Virtual and augmented reality (VR and AR) have been around for a while, but adoption has been almost zero. Next year, look for the beginning of that adoption curve to start.

AI emerges as a creative tool

We're already seeing artificial intelligence (AI) creep into image enhancement. In the next few years, we'll start to see AI emerge as a tool for writers as well (see tools like Jarvis, Copy.ai, etc.).

Pandemic-aware messaging will not decline

When the pandemic ends, marketers will still use empathy-centric messaging.

Animation becomes more accessible

Free software means more people will experiment with animation. Cavalry covers 2D, while Apple joining Blender brings more powerful 3D to the masses.

Live video entices customers to join virtual events

The pandemic forced companies to rethink how they connect with customers. COVID-19 will likely continue to be a concern, making travel inconvenient, expensive, or impossible. More companies will use livestreaming to bring events and tradeshows to virtual attendees. Tactics will range from large, scheduled live presentations with many speakers to simple, one-person, Facebook or Instagram Live videos.

Successful brands re-examine customers

COVID-19 tested assumptions about customer loyalties and buying triggers. Often, only the strongest brand advocates remained true. Challenges in logistics, the supply chain, staffing, and politics redefined the "loyal customer." Full-cycle marketing-to-sales numbers will come in after the pandemic ends. Then, strategic brands will define or redefine customer loyalties and brand buy-in. Questions they should ask include:

• How does my brand’s post-pandemic customer persona compare to pre-pandemic?
• How does my brand’s post-pandemic customer engagement compare to pre-pandemic?
• If customer loyalty changed during the pandemic, what factors caused it?
• How can we recapture lost customers?
• How can we keep new customers?

More brands will adopt account-based marketing

With the end of third-party cookies nearing in 2023, brands will collect and leverage first-party data. They'll also test alternative targeting strategies. These 2022 marketing trends mean that more B2B marketers will build lists of target accounts and use company-based targeting capabilities across channels. Intent data and website visitor tracking will help them understand target account behaviors and interests. Data intelligence will let marketers deliver more relevant content to fuel the buyer journey.

Patience and flexibility will be crucial

2022 will still be a time of uncertainty. Supply chain issues, product shortages, scarce workers, and travel disruptions will continue. We'll need to be more patient, less rushed, and able to manage expectations. Successful companies and people will be more savvy planners by considering multiple scenarios and options. They’ll understand that an ideal situation may not always be possible. It’s always smart to have a Plan B. In 2022, having a Plan C and D will be even smarter.

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