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Four Marketing Trends on the Horizon in 2022
- umamacommunication
- Oct 24, 2022
- 3 min read
As social media continues to consume the lives of consumers, it is imperative for marketers to update their advertising approaches to stay on top of upcoming trends. A Forbes article titled “4 Marketing Trends on The Horizon This Year” encompasses four critical marketing trends for companies to be on the lookout for in order to continue to grow.
The first trend the article discusses is influencers becoming established brand ambassadors. While influencer marketing is not necessarily a new idea, companies are now becoming more strategic with their use of it. By turning influencers into brand ambassadors, brands are able to boost brand awareness and attract new customers. Influencers have large audiences of people who trust and look up to them, so they are able to take word of mouth advertising to a new level. When influencers promote a company’s brand, their followers are more likely to look into the company’s products because they already have an established level of trust with the influencer.
The next trend discusses interactive posts becoming more effective than static posts. In the age of social media, it is becoming harder for brands to stand out to customers. A pressing issue for companies is the decline of consumer attention spans. The average consumer attention span is now only about eight seconds, so it is becoming harder for brands to engage their audiences in a more productive manner. Since people are now having trouble sitting through longer videos, shorter videos are now becoming a more powerful tool for increasing customer engagement. Along with that, static content is also becoming less popular among audiences. Online audiences now prefer to engage with brands through reading infographics or taking quizzes, rather than simply reading an article. According to the Content Marketing Institute’s research, “55% of marketers are using interactive content in their campaigns”, so it is crucial for marketers to continue to adjust to accommodate consumer preferences (Velde).
Another important trend is the increase in video posts on social media. Online audiences are becoming more drawn to videos of products being used rather than still images with captions. Some ways companies can increase customer engagement is through live streaming on social media platforms and posting behind-the-scenes videos. This allows the audiences to feel more involved with the brand and see how the product aligns with their values. Interactive advertisements and live videos also allow for more of an emotional connection to be made with customers. This is more effective than an ad simply asking a customer to buy a product because it allows them to better connect with the brand and better understand a company’s unique personality.
The last marketing trend discussed in this article focuses on AI gathering more accurate data. Behind every brilliant marketing campaign, there is data from consumer feedback, surveys, and focus groups. While this data is very important, traditional marketing research comes with several drawbacks. This data often becomes irrelevant quickly due to rapidly changing environments and consumers feeling discomfort with sharing the truth with companies. AI is able to combat many of these issues by building buyer personas, helping marketers create personalized content, and determining the appropriate audiences for marketers to target. With AI becoming more accurate and accessible, many companies may begin to stray from traditional marketing research methods.
The marketing trends discussed in this article are critical for companies to employ due to the ever changing environment of the media. While trends continue to come and go, companies must be ready to entice their audiences in new ways. Integrating marketing trends such as developing long-term relationships with influencers, creating interactive posts, and using AI-gathered data can help companies succeed in this changing environment.
By: Sofia McMahon
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