2022 Digital and Marketing Trends
If you haven’t already, it’s time to start thinking about your digital strategy for next year. We’ve compiled the predictions of industry experts to fill you in on what to expect in 2022. So, in no particular order, here are some of the top marketing and digital trends for 2022...
Source Mintel Global Trends 2022
Ethical Consumption
Nowadays, it’s common practice for brands to promote sustainability. But, in 2022 consumers want to see measurable progress against organisational goals. The power of political and human advocacy groups has increased consumer expectations when it comes to brands. Customers don’t just want your brand to “be sustainable”. Instead, they want you to be completely transparent and consistent in your actions towards sustainability.
Ethicality and sustainability will need to become a necessary and integral part of company culture and a major consideration in long-term strategies.
That’s because in 2021 consumers will not only become more aware of the economic and social consequences their purchases can have, but will also use this power to phase out brands who do not help them to become more sustainable in their everyday lives.
Source Mintel Global Trends 2022
The loss of data targeting
For years, marketers have become accustomed to the idea that consumer data is the key to all sales. So it can be shocking to see sites like Facebook removing ad targeting options or Google phasing out their use of cookie tracking. The future of data within marketing is unknown as users become more protective of their personal information and consent becomes a larger issue. Brands will need to rethink their targeting strategies and learn to balance their customer’s desire for personalised services with their need for consent and cooperation.
This move will likely pave the way for an increase in user-generated content.
The Metaverse
We’ll admit it, we were also confused when Facebook announced their new “Meta” branding. However, in true industry-leading fashion, they seem to be way ahead of the game.
The metaverse is defined as a combination of the physical world, the augmented, and the virtual. Brands were already moving towards virtual reality and AI before Covid-19. But, when physical interaction came to a stop, the need for access to digital reality was clear.
This explains why virtual worlds, such as those in Fortnite or Animal Crossing, have performed so well since 2020. Take luxury fashion brand Gucci, who chose to spend their one hundred year anniversary celebration on gaming site, Roblox. The Gucci Garden experience was a series of virtual events which paid homage to Gucci’s past campaigns. Visitors could let their avatars view, try on, and purchase digital Gucci items. For gamers, their avatar’s customisations are just as important as real life products, and this was certainly the case for one user who paid over $4,000 for a digital version of a Gucci bag for their character. The physical bag retails for less than this at $3,400.
This event was one of the first of it’s kind within the retail industry. Over a 2 week period more than 20 million people visited the digital exhibit. This was 4 times higher than the average visitor number to the official Gucci website. It shows the profitability of the metaverse and is an example of how bigger brands will begin to create relationships with their Gen Z audiences.
The integration of the physical and digital world will combine in the push for everyday virtual reality and AI. It will become a normality for your customers to try on your clothes without ever entering your store or benefit from a more personalised customer service experience without ever talking to your staff.
Source Mintel Global Trends 2022
Live video
Live video is predicted to be worth $184.3 billion by 2027. Live videos can hold your users’ attention 10-20 times longer than pre-recorded content because when a live element is added to a video, it makes the content more engaging for an audience. Instead of passively watching, they can contribute through real-time commenting and buying. Additionally, it taps into your customer’s FOMO (fear of missing out)—an increasingly popular method of targeting.
It was predicted last year that Livestream selling would make its way to western markets after becoming popular in China. This has proved to be right with leading social media sites Pinterest, TikTok and Instagram all setting their sites on livestream selling for 2021’s holiday period.
Whether you’re interested in virtual dressing rooms, digital meet-ups, or livestream selling, the digital landscape is changing. If you need help with your digital strategy in 2022 get in touch or follow us onTwitter and LinkedIn for more industry news and updates.