Digital is well and truly a part of every aspect in our lives- for marketers, digital marketing is a necessity to get in front of consumers and ahead of the competition. So what trends have cropped up in 2022 to ensure success in the digital age?
Influenced by ‘Social Proof’
It comes as no surprise that consumers today are influenced by social media- especially the social media they use the most. Using social media to get your product out there is good, but unless you fully understand the platform you're using and how your consumers are using it- your marketing won’t be reaching the right people.
Make sure you, or someone in your team is doing their research- what knowledge can you collect from the data you have, and how can you go about collecting the right data to target your market correctly.
The impact of social proof is staggering, adding it into your marketing or your ads does nothing but benefit you- and it’s been proven; Heineken saw an increase in click-through rate by 271%. Though the scale of impact varies (Disney saw a 21% increase), you can’t deny the effectiveness.
TikTok on the clock.
Excusing the Kesha pun, TikTok has been one of the powerhouses of social media in recent years. After its incredible popularity rise during 2020, the app seems to have only gotten stronger- its algorithm pushing the personal interests of whoever may be scrolling. Yet marketing on TikTok has always been a question- can you generate views into sales?
We’re in the age of TikTok influencers, and much like we saw when YouTube was at its prime, companies are jumping to get their product in the hands of those with thousands of followers- with TikTok, there’s one crucial factor to keep in mind when hunting for success: authenticity.
If you’re asking an influencer to promote your product, you should look at what they post, how it aligns with your brand and only if they match should you go ahead. Let them create their own content, integrating your product in the video- it requires some trust, but those looking at their TikTok favourites will see no drastic change in their content and you're still getting your product out to your market.
There’s also TikTok ads, which look more and more like the standard videos posted on the platform daily. If you’re delving into TikTok adverts, look to tailor your content so it syncs well with the algorithm- no one wants to see a full blown ad, complementing the videos played around it.
Take a look at the forecast.
We’ve all heard retention and revenue calls and at times it’s all anyone can think about when it comes to effective marketing- but without forecasting the future, how can you make sure your retention effects are valid?
Using AI to create a strong forecast means you can make quicker, more effective decisions on how and where you market your product, along with a more accurate forecast of how your target market works and thinks. It’s definitely something to look into if you have the time and resources.
Having been tested by the Boston Globe, machine learning can give you the same forecast prediction in a short span of 90-days as a prediction that's made based on research from 18 months. Statistical machine learning holds a lot more value, and it’s why digital marketing in 2022 can’t go without it.
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