Digital marketing is constantly developing. According to Global Advertising Market Reports, the digital ads market will annually increase by 24.7% between 2020 and 2027. Therefore, knowledge of the latest trends can help steal audience attention from competitors.
Gamification in advertising, voice and visual search, and research into finding alternatives for cookies are still actual in 2022 (learn more about digital advertising trends here). However, the digital world doesn’t stand still, and new advertising trends take form every year. Brands keep an eye out for new tendencies, and we talk about digital trends in our new article.
Artificial intelligence is already in digital marketing
In digital marketing, AI has a wide range of use. Nowadays, AI can analyze data such as purchase history and customer behavior, suggest a specific item or offer, or even predict the efficiency of ad campaigns. The use of AI became increasingly popular starting several years ago. According to Salesforce, marketers started using smart algorithms 186% more between 2018 and 2020. And results are already here.
After introducing AI into practice, 41% of brands saw improved rates, 40% got more insights, and 38% started working on personalized customer experiences.
The global artificial intelligence in the market of advertising was valued at US$ 12,044.46 million in 2020. It is projected to reach $107 billion by 2028.
As AI technologies proliferate, they are becoming imperative for brands that want to maintain a competitive edge. All the more so, 60% of consumers are open to using AI to improve their experience.
Fraud is still a problem in digital advertising
2021 was a busy year for ad fraud ― there’s every indication that 2022 will be just as busy. In 2021, advertisers wasted $65 billion because of fraud, and it’s projected to cost around $100 billion in 2023. Especially for CTV ads because the demand for inventory will outweigh the high-quality supply.
A part of CTV inventory bought and sold through private markets helps avoid fake ad impressions. However, the demand and price of CTV inventory is increasing, which can lead to the following scenarios:
- Advertisers will choose a lower price in the open market
- Fraudsters will be attracted by high demand and profits they can charge on fake ad inventory
Globally, more than 20% of programmatic OTT/CTV advertising impressions are invalid. Considering the complex ad environment and ever-changing technologies, completely excluding fraud is almost impossible. As CTV fraud and digital ads fraud generally increase in scope and sophistication, brands should choose partners with sufficient experience, knowledge, and technologies to identify and block threats. It will help in ensuring brand safety in the digital environment.
Storytelling and personalization of ad creatives
As you work on a marketing strategy for 2022, consider how you can improve its efficiency with storytelling. Storytelling is key in influencing users to pick a particular brand in 2022. For example, brands can use ABCD framework to create effective ad creatives:
- Attention: grab users’ attention by a fascinating story
- Branding: brand early, often and richly
- Connection: try to generate an emotional response
- Direction: give a clear call to action
ABCD drivers in ad creatives are likely to show a 30% lift in short-term sales.
However, there is more that brands ought to consider in 2022. Today, there is a fierce competition for users’ attention in the digital market. Consumers are bombarded with advertising on virtually every digital channel they visit. The more aligned the brands’ ad is with the users’ goals and interests, the more likely they are to respond to it. Users are accustomed to having digital advertisements that match their interests; online retailers know what items they like, and Netflix recommends movies based on their previous watches. Brands should continue to analyze data about their consumers, upgrade target audiences’ portraits and offer relevant proposals to them.
Moreover, ad campaigns with personalized ad creatives have shown better results than non-personalized ads. An average number of conversions increased by 20% with the use of personalized experiences.
Avatars in the metaverse are new brands' target audience
One of the digital trends that won’t just be evident in 2022 but for years to come is the metaverse. It is a network that combines real, virtual, and augmented realities together with the help of VR and AR technologies. It’s the future space in which users will spend most of their time, and where brands get to seek ways to connect with their audience through avatars.
Users will be able to change their personalities and habits in a digital embodiment and that will enable a change in digital advertising because users’ behavior and preferences can vary for both the real and metaverse worlds. So brands will need to separate the two and show different advertisements for both worlds.
Creating a full-fledged metaverse world might seem like a utopia, but VR and AR technologies have already penetrated many spheres. Brands like TOMS Shoes, TopShop, Oreo, Sephora, and IKEA have already successfully used these technologies for marketing purposes. In 2019, Facebook announced new advertising formats, including ones with AR technology. Also, brands such as Gucci and Nike are looking for ways to create virtual communities, content, and entire worlds.
Brands should begin to develop strategies of their presence and interaction with the target audience in three dimensions ― online, offline, and metaverse. It will provide a competitive advantage for brands because they will be able to interact with users in a unique way.
Targeting on social media will be reduced
Brands with teen target audiences might have difficulties in 2022. They won’t be able to target the under 18 audience based on their interests on Instagram, Facebook, and Messenger. This means that audience segments that include juveniles will have any targeting, apart from age and gender, deleted. Moreover, Facebook will enhance control on the types of ads that children as young as thirteen are exposed to on Instagram and other platforms. Youtube has already removed target advertisements in content for children.
People are taking more steps than before to protect their privacy online. Also, concerns around data protection grow and lead to changes in policy. So those restrictions can expand over other social networks in 2022.
Influencer marketing expands digital advertising
Worth only $1.7 billion in 2016, the industry is set to reach $13.8 billion by 2022. This growth means more widespread use of influencers in ad campaigns. It is expected that almost half of marketers are going to spend more than 20% of their budget on influencer content in 2022 because of the evident positive ROI. Also, Facebook is planning to pay $1 billion to creators through 2022. With more influencers available and increasing content, more brands can find creators suited for their niche. So it’s time to think about influencer advertising campaigns.
Particularly, over three-quarters of users trust opinions they find on social media, including those from friends, families, and influencers. Thus, influencer marketing creates good opportunities for brands in the promotion of products or services to reach their target audience.
In 2022 there are thousands of ways brands can implement influencers in their digital marketing strategies. For example, there are several ways to keep up with influencer marketing:
- Look at the amount of social media channels that a brand can use, do not limit brands to one social media platform
- Produced video content and video ads with influencer
- Start with a research of influencer market to choose a relevant creator
Digital marketing and trends are changing rapidly. Therefore, there are not many chances for brands to prepare for changes in the digital world. Hence they should monitor trends in advance to adjust their strategies and “speak” the same language as their audience.