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Top 10 Digital Marketing Trends in 2022: Latest Trends

If you’re an aspiring digital marketer in the making or already are one, you’ve surely researched new trends in digital marketing at one time or another.

Keeping up with the latest digital marketing trends in the industry is a must for professionals who want a future in digital marketing.

With the pace of change increasing every year, every digital marketer has to constantly invest time and energy to update and learn.

Having a good understanding of how algorithms work, new changes or features gives you the first-mover advantage and creates the most effective marketing campaigns for you and your company.

With the start of the new year, digital marketing enthusiasts around the world have started to search and look for the latest trends observed.

Previously, voice search optimization and artificial intelligence these concepts were formidable, but today, these latest digital marketing trends are among the top concerns for most business owners.

We have written this blog, discussing the top 33 digital marketing trends to expect in 2022 and beyond, with references and citations to all the research and articles we read to curate this learning experience. The trends belong to various categories, such as search, social media, websites, lead nurturing, and others.

We also covered some predictions of digital marketing trends that will dominate the industry this year in 2022. So be sure to read to the end.

#1 AI in Marketing

This is the #1 digital marketing trend on our list. The world has been buzzing about how the wave of Artificial Intelligence will take over every aspect of their lives in the future. Little do we realize that the change has already begun. 60% of internet users have already interacted with an AI chatbot to solve queries across multiple apps and websites.

Most of the content we consume on our social media platforms is tweaked by AIs to make our stay hooked for longer. This technology is so amazing that it is predicted to be a $190 billion industry by 2025 and digital marketers have an incredible opportunity to exploit this high-tech tool.

AI is a complex algorithm that teaches itself by looking at a large amount of data about a given field or topic and learning the patterns that work best. The learning capability of AI gives programmers the ability to make effective changes to the results by letting the AI use the techniques that work best for it.

AI can serve many functions and act as an extension of any digital marketer who knows how to employ it. It is cost-effective, accurate, and extremely efficient. Having seen so many giant companies adopt these tools, every team should have a plan to incorporate AI into their toolkit.

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#2 Augmented Reality

As defined by Wikipedia, Augmented Reality is an interactive experience of a real environment in which objects residing in the real world are enhanced by computer-generated perceptual information. 

It consists of 3 basic features

  • a combination of real and virtual worlds
  • real-time interaction
  • accurate 3D registration of virtual and real objects

While virtual reality gets everyone talking and excited with great science fiction ideas, augmented reality is much more plausible from a marketing point of view. Experts predict that AR will continue to overtake VR in terms of market share.

Brands are progressively using this AR technology to elevate the consumer experience and increase sales. 

One example is IKEA, which has an app that allows users to tap a photo of their room on their smartphones (iOS 11.0.1 for now) to try out IKEA furniture in it. Users can move the furniture around to check how it looks from different angles.

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#3 Voice Search Optimization

According to research conducted by Review42 on voice search, they found that 55% of teens use voice search every day. This massive adoption by the entire generation shows how popular voice search is going to be in the future.

There are a couple of reasons why voice search, a feature we all got with our smartphones around 2014, is taking off in a big way this year. First, the growing adoption of smart speakers. 20% of households have purchased a smart speaker such as Amazon Alexa or Google Home. The adoption of devices fully controlled by voice searches is a great indicator of how people have started to get used to this new behavior.

Second, Google claims to have achieved 95% accuracy with its voice search. With increased search accuracy, the usability factor of voice search has skyrocketed. Now, with greater accuracy to hit on what you are asking for, the ease of using voice to get results makes the process personalized and engaging.

Third, and most importantly, by 2022, 50% of all online purchases are expected to be made through voice results. This is a huge $40 billion opportunity for digital marketers to exploit. With so many growth factors indicating the rise of voice search, making your website voice search ready will be very essential for the future.

We found a guide from SEM Rush during our research. This article will teach you how to optimize your website for voice search in 7 easy steps.

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#4 Chatbots

Chatbots are considered one of the top digital marketing trends in 2022, the AI-based technology makes use of instant messaging to chat with customers and site visitors. It is designed to communicate with customers using textual or auditory methods.

Businesses can leverage the use of chatbots to engage with customers. Since many users are visiting the website at once, it is advantageous to have technology that responds to hundreds of users at once. The advantages of having chatbots are 24-hour customer service, instant responses to queries, and answers to simple questions.  

63% of people prefer to send messages through chatbots to communicate with companies or brands. This virtual support provides excellent customer service, which means a company is freed from repetitive tasks and can focus on the important work.

Starbucks has introduced a chatbot that operates through the MyBarista app where an order can be placed by audible message via Amazon Alexa or messaging.

Another striking example of chatbot systems is Google's recently launched LaMDA project. It's going to revolutionize the next generations of chatbot systems. Here's some extra reading on everything you need to know about Google's LaMDA.

In addition to allowing customers to stay in the comfort of their homes until their coffee is ready, the chatbot sends a message to the customer when the order is ready to be picked up, the chatbot also enables payment and tipping.

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#5 Marketing Automation

Automation has dramatically boosted the industry in the last year and is going to be one of the top digital marketing trends in 2022. Marketing automation is all about streamlining processes and automating them to make them smoother, more efficient, and faster. One of the best uses of marketing automation is going to be in lead capture and nurturing.

If you get a lot of traffic to your website but don't collect effective leads at the right time, then the traffic is meaningless. With the help of marketing automation, you can integrate various CRM tools and lead nurturing software that helps you collect leads at any time of the day and personalize the process.

Once these leads are collected, you can also nurture them stage by stage systematically. This ensures a higher and qualitative conversion rate

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#6 Instagram Reels

Instagram Reels were the big news for marketers and content creators. Especially since TikTok was banned in some countries, Reels have served as the best replacement.

The great news for digital marketers is that Reels are delivering more than double the engagement rates compared to posting a regular video.

And now, with Instagram Reels' new reporting features, you can even track your performance and analyze your work.

According to Hootsuite, NFL teams' Reels generate 67% more engagement than their normal video posts.

As a marketer, you can use this feature to showcase many types of content, such as informational content, behind-the-scenes of the organization, product reviews, etc.

An excellent example of this is Louis Vuitton's Instagram reels, they are high quality, impressive, and very innovative. All Lois Vuitton reels have gone viral with an average of 5 million views.

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#7 User-Generated Content

People like to participate in activities, especially those related to their favorite products or services. User-Generated Content or UGC taps into this customer enthusiasm and prompts them to create something of their own with the product in question and share it with the world.

UGC campaigns are based on customers' creative submissions of a product or service, according to the company's challenge or request. This strategy is so effective that UGC posts have a click-through rate 4 times higher than normal promotional campaigns.

UGC is a great strategy for a couple of reasons. First, it greatly reduces the time, effort, and resources needed to run a campaign. CGU campaigns bring together a set of high-quality promotional materials, all sent by the client at no cost to the organization. Secondly, the UGC receives 28% more engagement compared to a regular publication, as the trust factor of a publication coming from an unpaid client is much higher.

Despite these wonderful benefits, it was noted that only 16% of brands have any kind of UGC strategy. Among the brands that have harnessed the power of this digital marketing trend, GoPro has been a crowd favorite. By giving directions to their customers to take videos with GoPro equipment, they have managed to create a craze in people around the world to post their adrenaline-filled life with these cameras with their "Video of the Day" campaign.

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#8 WhatsApp Marketing

WhatsApp marketing is believed to be one of the most important and must-have digital marketing trends in 2022. WhatsApp has completely changed the way businesses reach and engage with their customers. You can now send messages personally on an app that is used by all age groups and is always consulted several times a day. And you won't be scaring the consumer away because you will be reaching them through WhatsApp for a business account that helps them trust you and the credibility of your business.

You can receive orders from consumers, inform them about the status of their orders and even receive and make payments. That's why it's one of the best digital marketing trends you should embrace. Read more about How to get started with WhatsApp marketing.

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#9 Quora Marketing

Quora has always been perceived as a Q&A platform with very limited advertising or monetization capabilities. However, experts like Neil Patel write long answers there to gain audience traction. This platform has recently become a Google favorite, and digital marketers in 2022 need to incorporate a comprehensive strategy around Quora

The allure of marketing on Quora is the fact that it is done by individuals. Individuals inspire more trust than a brand because the interaction has a human touch and the audience feels like they are talking to a person. This personal connection is what makes Quora a big trend to watch in 2022 because the audience is tired of hearing mass marketing from brands. Individuals, who answer people's genuine questions, make marketing more genuine and trustworthy.

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#10 Social Media Stories

In 2013, Snapchat introduced "Narrative Snap Stories with a 24-hour duration that users could even share with their friends. Later, in 2016, Instagram introduced 'my stories', it was the first platform to adopt Snapchat's success stories. Facebook adopted stories for its platform in 2017.

The use of micro-videos, content, and images helps to boost branding in real-time, which is a great way to increase engagement among audiences that establishes your brand authenticity. Brands should consider having proper CTA's that create a genuine connection with the audience.

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