As our lives become increasingly digital, from banking and grocery shopping to booking vacations and buying a house, digital marketing gets more important, and complicated.
On top of knowing the fundamentals of things like SEO, PPC, branding and UX, digital marketers now have to juggle emerging social media channels, regulations, content, automation and personalization, just to name a few.
Here’s a list of the top five emerging trends in digital marketing.
1. The Metaverse
A highly immersive online experience is a key part of what will drive consumer activity in 2022. The “metaverse” is the virtual world where users can interact, game and experience things like they would in real life. Using augmented reality (AR) and virtual reality (VR) technology, users can immerse themselves in any environment and interact with overlaying objects and people.
While the metaverse is already well-known in gaming thanks to the popularity of games like Minecraft, Roblox, Pokemon and Fortnite, it is still relatively new in terms of marketing. However, a recent campaign in Roblox, an online game platform that allows users to program and play games created by other users, allowed players to try on and buy digital Gucci products to address their avatars, raising brand awareness amongst a crop of younger consumers.
And according to recent research from eMarketer, there will be 65 million people using VR and 110 million using AR every month in 2023. That is a lot of potential customers in one place.
2. Non-Fungible Tokens (NFTs)
In addition to figuring out where they fit into the metaverse, more brands will also start experimenting more with blockchain technology.
One recent trend in blockchain is non-fungible tokens (NFTs). NFTs transform digital works of art, or other collectibles, into verifiable assets. It allows anyone (who can afford it) to buy and sell unique digital items via blockchain technology.
And some major brands are jumping on the bandwagon – Coca-Cola, Campbells and even Charmin all issued NFT collectibles last year. At the Super Bowl last month, the NFL gave every spectator an NFT that was unique to their row and seat as a digital keepsake.
Like the rise of NFTs, we will continue to see the proliferation of cryptocurrencies in 2022 and marketers will want to keep an eye on the continuing trend toward decentralized finance.
While they are still only used by a small number of consumers, accepting cryptocurrencies as payment for goods and services could help brands attract new customers and increase demographic reach.
4. Prioritizing Privacy
Many consumers are becoming increasingly uncomfortable with sharing private information and user data with companies.
Additionally, in 2023 Google will phase out the use of third-party cookies to track user information as people browse the web.
This means that brands must start collecting their own audience data and integrating collection methods that prioritize consumer privacy. Using marketing campaigns that help create first-party data, such as emails, newsletters, social media and CRM tools, will become more popular.
As well, zero-party data or data given directly from consumers through online interactions like surveys, will also become an important tool for marketers.
5. Video Content
Short, engaging content, like Instagram reels and TikTok videos, are gaining popularity amongst consumers. TikTok specifically has seen a rapid rise in the last year, with one billion users and counting.
TikTok boasts incredible engagement, with users spending an average of 14 hours on the platform every month. And it was also the top-earning non-game app in 2021 with more than $110 million spent by users, showing great earning potential for marketers looking to reach young consumers.
Interested in learning more about digital marketing?
Toronto School of Management’s Diploma in Digital Marketing Specialist Co-op program focuses on marketing, advertising and campaign management through the PPC marketing model, social media networks and research to build the correct marketing strategy.
And University Canada West’s Certified Digital Marketing Professional Micro-Credential gives learners the most up-to-date digital marketing skills needed to thrive in today’s ever-evolving digital economy.