Business Strategy

Marketing Trends to Prepare for in 2022

While the marketing industry might remain the same, strategies are fluid. Marketing trends come and go. What’s “in” seems to change every year, keeping the best marketers in the business on their toes. 

It can be one of the most stressful things about a career in marketing, but it’s also one of the most exciting. 

To keep up with the fast pace of the world, staying on top of marketing trends means preparing for them ahead of time. So, while 2021 is coming to a close, it’s time to look ahead to the next quarter and beyond, and start preparing for the marketing trends of 2022. 

Let’s take a look at some of those trends and how you can develop strategies now to make the most of what’s going to happen in the industry next year. 

User Experience

While user experience (UX) is nothing new, it will undoubtedly continue to grow in importance next year. We all know word-of-mouth advertising is marketing gold, but no one is going to boast about a business with a bad experience – especially a digital one. In fact, 88% of online shoppers say they wouldn’t go back to a website after a negative UX. 

What can you do to bolster user experience? Thankfully, it can be accomplished with a few easy  upgrades, including:  

  • Call-to-action buttons
  • Better user interface (UI)
  • Removing banner ads
  • Adding video content

Make user experience a priority next year, and your clients will start to see stronger conversions.

Targeted Audiences

This is another “trend” that isn’t new, but it’s more important than ever. 

As a marketer, using business analytics to create target audiences will allow you to make more informed decisions and develop stronger strategies. When you utilize collected data to connect people with the right ads, you’ll save money, increase revenue potential, and have an easier time adapting to new market conditions. 

From a marketing standpoint, you can hone in on target audiences by analyzing everything from customer demographics to past sales performance.

Ethical Targeting

This deserves its own section because it’s so crucial for a positive brand image. 

While target marketing is important, it should never be done at the expense of ethics. Targeted ads should always be used to connect the right people with the right products or services. Unfortunately, it’s easy for many businesses and marketers to fall into unethical targeted advertising, including: 

  • Ethnic profiling
  • Vulnerable populations
  • Impressionable teens and young adults
  • The elderly
  • Religious pandering
  • Politics

Don’t assume that users won’t pick up on unethical ads. Utilize behavioral data to create targeted advertising that means something without using stereotypes or trying to undermine certain groups. 

Virtual/Hybrid Events

The COVID-19 pandemic changed everything about the way people gather. While we’re starting to return to some sense of normalcy, there are some things developed and fostered during the pandemic that are likely to continue – and become more popular. 

That includes digital events. 

Throughout 2020 and into 2021, we’ve seen a variety of events go virtual, from concerts to conventions. While people might feel comfortable traveling to those things in person again, we have the technology to make these events bigger by continuing to offer them virtually. Today, 67% of businesses use virtual events complementary to in-person events. 

There are plenty of marketing benefits to hosting events online or offering hybrid experiences. It’s easier to collect data and improve your target marketing, which can help a business to grow and increase revenue over time.

Stronger Brand Imagery

Branding has always been important. But, in 2022, people are going to want to feel more connected to the businesses they use. Consumer attitudes on the economy have changed throughout the pandemic. So, building a brand image that is trustworthy and comforting is more important than ever. 

The key to accomplishing that is by organically raising your brand awareness. While digital advertising will always be important, consider strategies that will add long-term value, like: 

  • A weekly podcast
  • Video tutorials
  • “How-to” infographics
  • Behind-the-scenes videos and photos of how products are made

It’s sometimes easy to forget that Americans are exposed to 4,000-10,000 ads each day. Marketing tactics that focus on the hard sell simply aren’t going to work as well as they used to. Instead, a strong brand that focuses on forming relationships and trust is the way to go.  

The past two years have felt like a rollercoaster for many in the marketing industry. As we start to see a return to normal, it’s important to understand that some things will never “go back” to the way they were. That can (and will) affect trends this year and beyond. So, while it’s important to plan ahead, it’s also necessary to look at these trends with an attitude of adaptability and flexibility. When you do, you’ll truly be prepared for whatever trends come and go.

About the Author

Jori Hamilton is an experienced writer residing in the Northwestern U.S. She covers a wide range of topics but takes a particular interest in covering topics related to business productivity and marketing strategies. To learn more about Jori, you can follow her on Twitter.