[Tribune] The five digital marketing trends of 2022

The web is not free. It seems because we provide our data, often unknowingly, in exchange for free access to various services … but this is changing. Privacy is increasingly important to internet users, as this graph shows: From November 2019 to October 2021, the number of searches related to private data increased by 50%. Internet users no longer want to offer their data freely.

And when given an explicit choice, the trend is even clearer: up to 80% of Apple users refuse to track the apps they download! For its part, Google has announced the end of cookies, which are used to track Internet users.

To adapt, marketers must rely on tools that don’t use private data: SEO improvement, email campaigns or surveys via their social networks. As a negative consequence, expect lead generation will cost more in the future and adjust budgets accordingly.

Two new players that matter in social networks: TikTok and Twitch

The Facebook-Youtube-Intagram triptych sees s

dominance on social networks shaken. If these established players remain ahead as shown in the graph below, Statista estimates that by the end of the year TiKTok will have over 1.5 billion users, climbing to third place on the podium. Some companies, to continue achieving their goals, already have a “TikTok Chief Officer”!

Another trend, another platform: While the gaming industry is booming, Twitch is making the lion’s share of 1 billion visitors per month. Be it a figure of the same size as Facebook or Youtube. This platform pushes a new format, that of the live. To see how companies will get hold of it.

A more human and accessible marketing

After B2B, B2C and B2B2C, it’s time for H2H: Human-to-Human. Having a good product is no longer enough to have customers, it is also important to make the company’s values ​​known. This requires lighter communication, with more humor and friendly rather than corporate language. We break the gap between the company and its community to show ourselves in a new light, appear more accessible and highlight the values ​​of the company.

Conscious Marketing

In extending H2H, marketing also wants to be more aware. The company’s values ​​are reflected in the tone of its communication but also in respect for the environment, transparency and inclusiveness.

Concretely, this consists in thinking about the user experience of the site (no pop-up, a responsive design), setting sustainable development goals and not pushing for excessive consumption, and having CSR actions that can range from donations to associations to ‘implementation of green projects, the fight against poverty or the service of another cause related to the company’s activities.

Enter the Metaverse

Facebook says it wants to create the metaverse, but it’s already there. And PwC estimates that this market will be worth $ 1.5 trillion by 2030. So “NFTs” (non-fungible tokens, which give ownership of real or virtual property indivisibly) are the subject of 54 times more searches in October. 2021 compared to early 2021!

It is literally a new universe being offered to marketing. Whether it’s commercials in the metaverse, websites designed for 3D in which you can move like in a shop, the creation of dedicated games to involve your community or the creation of NFT collections, there is no shortage of bandwidth.

These five trends are not fads, they are waves of land that are getting stronger and will continue to be stronger for years to come. The art of marketing consists in reaching the potential consumer where it is he who leads him to a purchase act. It means adopting an appropriate tone, giving an image that corresponds to him and talking to him in the networks where he is – because if the consumer is there, why shouldn’t the company be there too?

Tribune written by Andrew Warden, Semrush Chief Marketing Officer.

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