The year 2021 is coming to an end. At LANE, we're already thinking about the year ahead. Communication strategy, business development, projects... we're ready for whatever 2022 may hold. And you, have you already made your good marketing resolutions? Do you know the new marketing trends for 2022? The last two years have been marked by the pandemic and a strong digitalization of companies. This has not failed to change some of their habits. In other words, if last year the goal was to recover from an unprecedented shock, this year it is to respond, and for those in the best position, to succeed in a post-pandemic world.

The questions around the digital marketing can seem endless. Technology, as the behaviors and interests of consumers, continues to evolve, and new questions arise. Thus, to help all specialists rethink their strategies in terms of people, data and experiences, we have analyzed some of the new marketing trends that are coming up.

A look back at the digital marketing of 2021

In 2021, digital marketing is undergoing a transformation. Indeed, companies are now approaching marketing through the prism of social media. This is a great opportunity for personalized marketing and conversational marketing. From then on, brand awareness becomes a growing objective. It is indeed about the third global priority of marketing. It now supplants sales as the main reason for companies to organize campaigns.

Marketers have also tended to increase their budgets (63 %) in paid advertising, content creation and software. In fact, when it comes to software, marketing is the industry with the most automation (76 % more than sales and 139 % more than finance).

This year, the focus is on brand authenticity and optimizing the customer or prospect experience. This will require fostering relationships instead of prioritizing sales or traditional marketing campaigns.

In short, marketing becomes more human, creative, personalized, social and experimental than ever.

1 - The return in force of emailing in marketing strategies

You should not take for granted the audience you build on social networks. Indeed, if for some reason, you lose your Instgram or LinkedIn account... you also lose your followers and any link with them! To avoid this kind of disaster scenario and to build a real community, create an email list (mailing list).

Thus, you will capture more attention from your prospects. In fact, the multitude of solicitations they encounter and the games of the algorithms do not always favor the diffusion of messages to your followers. But in addition, you can also retain them through newsletters. Simply by offering them a lead magnet in exchange for their email address.

With the end of cookies on the Chrome browser, recently announced by Google, tracking web users will become more difficult. It is therefore time to collect data on a partnership basis with Internet users. The fact that they subscribe to your newsletters becomes more interesting.

In the image, you will find what Hubspot reveals about the marketing trends 2021 in its report. Indeed, 77% of companies are seeing more engagement in email marketing campaigns than in the past 12 months.

2- Orientation towards virtual or hybrid events

You've probably already attended a virtual event this year. For 2022, expect a year full of online conferences, webinars, online training, or virtual trade shows thanks to tools like Meeting application, Veertly or B2match. These tend to replace real events, and have reached a large audience. This gives you the occasion to be known by new people. This is an opportunity not to be overlooked.

Indeed, to differentiate themselves as experts in their field, many companies seek to invest in hybrid experiences. At the same time, they increase personalization, innovation and improve customer identification. They will have the opportunity to interact with the participants and to be educational by explaining the interest of their offers. This is very beneficial for building a brand image. But it also builds trust. Moreover, if you add a narrative dimension to these exchanges by explaining your approach and if you master storytelling, then you will score points.

Most networks like Instagram, Facebook or YouTube also offer the possibility to organize live sessions. If you haven't tried this type of event yet, now is the time to get started!

On the other hand, if you are looking to develop an event application, agencies like LANE Digital Consulting offer you tailor-made applications and whitelabel. If you are interested in virtual or hybrid events, LANE also offers a unique virtual experience.

3- Content is king

So what are the content trends to focus on in 2022?

Interactive content : thisㅤtype of content usually contains a call to action that encourages engagement. Like quizzes, for example. The answers will give you ideas on new topics for your next content.
Ephemeral content : the story format is popular because it reinforces the feeling of "FOMO" (fear of missing out). Literally, the fear of missing out. This growing popularity of stories has highlighted the value of content that disappears or has a short lifespan. These posts convey short and fun messages and are a good opportunity to address your community directly. A form of authentic exchange that is highly appreciated.
Customized content : it's all about segmenting your content to appeal to audience members based on their preferences, habits and behaviors. In a world sometimes overrun with online information and not enough time to sift through it, personalization is a big win for brands looking to gain the attention of their consumers. Outgrowㅤfor example, is an excellent tool for creating personalized content.

4- Doing video marketing

The high popularity of video marketing also explains thehuge success that TikTok had in 2021. We now live in the age of video. This trend should also be integrated into your strategies.

Also, your website is 50 times more likely to generate organic search results if it contains a video. This is because online users find video content more compelling. So much so, that Google moves sites and pages with videos up in its rankings.

Either way, you need to invest in video marketing and pay special attention to the increase in mobile video consumption for 2022.

Here are 3 things to do for your social media videos:

If your goal is to reach new subscribers, experiment with TikTok videos.
To re-engage your existing Instagram audience, experiment with Reels.
However, if you succeed with short videos on one platform, try them on others. And note the results. As always, you'll want to translate videos for each channel. No TikTok watermarks on the reels, please!

5- Invest in influencer marketing

Influencer marketing is more effective than advertising. In fact, your product will be more successful with fans and followers if uㅤpopular social media personality touts its merits. Influencer marketing has reached a level where 63 % of consumers trust an influencer's opinion more on a product or service than on the brand itself. Why? Because influencers are considered opinion leaders and can establish their credibility through every post or ad on social media. When they work with brands, it's because they genuinely believe in them. This trust is then passed on to consumers.

If you work directly with influencers, you can develop unique exclusives that will resonate with their target audience. Be careful, choose influencers of quality that really fit your brand, instead of having a large amount of influencers that don't fit your audience at all.

6- Automation: a growing marketing trend

Just like this year, automation will be part of the 2022 marketing trend! According to the report on the latest marketing trends in 2021 by HubspotOf the total number of companies that indicated that they would use automation in 2021, 78% indicated that they would use automation in 2021. On the other hand, 26% of current holdouts plan to adopt automation in the near future.

Automation allows, on the one hand, to make sure that repetitive tasks are no longer a burden thanks to tools like ClickUp, and on the other hand, to create personalized customer experiences with CRMs like Hubspot.

This is the case when you set up chatbots on your website to automate the answers to basic questions of visitors. Thus, the answers are immediate and the potential customers will know how to proceed with the registration to a form or the purchase of a product. It is therefore an efficient way to avoid missing a sale when you are unavailable.

7- The consumer avatar

Is Facebook's turn to the metaverse a marketing move? The future will tell. What is certain is that this virtual interdimensional space opens up new perspectives. It could well disrupt consumption and the concept of the consumer itself.

Today, the digital world is the internet and the applications on our smartphones. The next step will be a much more immersive universe that will resemble the world of video games. In a game, we already embody a character, running, shooting, driving. Tomorrow we will be able to dive into worlds with an avatar that looks like us and we will not only play. We will be able to interact, dialogue, work, consume, have fun. This is the metaverse! A New Digital World which will be an extension of our real world and in which we will dive via computers by equipping ourselves with digital glasses.

In a few years, we could see the birth and democratization of a new consumer which would take the form of an avatar straddling several levels of reality.

If this is the case, the brands that think about it today will be the big winners of tomorrow!

Now let's take a look at Hubspot's predilections for the next 12 months.

What are the marketing priorities for the next 12 months according to Hubspot?

According to the report on the evolution of marketing in 2021 and trends for 2022 unveiled by Hubspot, the priorities will be :

Improving the customer experience. In fact, just being online is no longer enough. To differentiate yourself and attract new customers, offering a quality customer experience has become essential.

Content marketing optimization. Yes! Marketers are using content marketing more and more (82 % in 2021 versus 70 % last year). As mentioned above, the leading format for the coming year is video.

Social listening. Chis year, social media is the top channel used by marketers. The top marketing tactic adopted on social media is social listening (64 %). Simply put, to build a direct relationship with your audience to support, engage and convert them into loyal brand advocates.

Leverage conversational marketing. Chatbots have become common marketing tools. In particular, in sectors that offer live sales teams during "classic" daytime hours. Offering 24/7 chat capabilities ensures that customers who want to get information are not lost. In 2021, 47 % of marketers will be using bots in their marketing efforts compared to 45 % in 2020.

Marketing trends for 2022 in brief

This year, the game has changed dramatically. It's time to rethink and reinvent what it takes to be a successful marketing team.

Future marketing trends seem to follow the current evolution with the strong growth of digital. So there are no big surprises for next year. The only new data is the deletion of cookies which will limit targeting and relevant product recommendations.

So these marketing trends and changes in 2022 don't have to scare you. In fact, the changes and marketing trends seen this year are opportunities for brands and marketers. If the digital marketing landscape has changed, let's make it a positive phenomenon to focus on to improve not only digital marketing strategies, but also customer experiences. This means starting to experiment with new tools. In particular, Artificial Intelligence, virtual reality, ABM, etc.

The journey will not be smooth, you may stumble, but you will learn from your mistakes. Leverage social media to engage with your customers and audience. Leverage opinion polls to collect relevant data and build your strategy.

By combining these "big ideas" wisely, you can interact directly and effectively with your audience. Want to learn more about the changing digital marketing landscape? Let's take 30 minutes to chat!

LANE Digital Consulting: Serving your digital marketing strategy for 2022

Halfway between people and technology, we put our experience to work for your company. Our main mission is to reduce your costs with digital transformation and increase your revenues through digital marketing.

From an analysis of your business model and action plans to acquiring new customers in an innovative way. From developing your audience on social networks, online advertising, SEO, branding, automation and emailing. In short, all the trends predicted above will be the steps we will follow to develop your digital marketing strategy in 2022. Of course, without losing sight of your expectations and while respecting drastic quality standards.

We look forward to working with you to help you integrate these new trends into your digital marketing strategies for 2022.

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Digital marketing: trends for 2022

A look back at the digital marketing of 2021

1 - The return in force of emailing in marketing strategies

2- Orientation towards virtual or hybrid events

3- Content is king

4- Doing video marketing

5- Invest in influencer marketing

6- Automation: a growing marketing trend

7- The consumer avatar

What are the marketing priorities for the next 12 months according to Hubspot?

Marketing trends for 2022 in brief

LANE Digital Consulting: Serving your digital marketing strategy for 2022

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