As 2022 begins, digital marketers everywhere need to know what trends lie ahead.
To predict these, it’s helpful to take stock of the past year and how digital marketers leveraged different strategies, tools and skills for their organizations.
2021 was similar to 2020 with its unique challenges and stressors, but organizations that effectively used digital marketing saw great results.
Let’s take a look at digital marketing trends for the upcoming year which include: online events, the continuation of influencer marketing and the redefining of company success.
Online Events Are Here to Stay
In 2020 many companies and organizations pivoted their in-person marketing opportunities to online formats due to the global health pandemic. Although 2021 allowed for more in-person events, many people remain wary of heading into packed conference spaces or hotels.
According to Forbes, the compound annual growth rate of virtual events is expected to rise 23.2% by 2027. Virtual events appear as though they are here to stay.
This is why marketing teams need to keep this in mind when planning their future events. To receive the highest attendance possible, an online format could be the best way to go.
Eliminating the need to take flights, stay at hotels or even travel opens events to people who feel more comfortable attending from home or the office.
Several brands have proven that virtual event marketing can be done and done well. The list includes influential brands such as Salesforce, Slack and Hubspot. If the past few years have taught us anything, it is the need to pivot digital marketing to meet customers’ needs everywhere.
The Growth of Influencer Marketing
According to eMarketer, “The traditional definition of an influencer—an individual who can sway the buying preferences of a larger population—can refer to a wide variety of people, from employees and industry professionals to celebrities and loyal customers.”
Influencer marketing is still going strong and should be leveraged by digital marketers.
When digital marketers think of influencer marketing, business-to-consumer (B2C) companies come to mind instantly, but even business-to-business (B2B) companies are taking advantage of this trend.
Why? According to Influencer Marketing Hub, there are 5 reasons:
- People buy from people
- People want to see content that relates to them
- Research is still on people’s minds
- People are more likely to buy if they come to you
- People read content (if they know it exists)
If B2C and B2B digital marketers can team up with influencers to provide unique content and events, they most likely will grow their brand and ultimately increase sales.
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Redefining Success to Meet Goals
Marketing departments of large businesses can look at successful small businesses when it comes to redefining success to match their overall goals. According to the article, The Power That Small Businesses Wield, “many large businesses learn from the ingenuity, innovation and agile management of a small business.”
Digital marketing is no longer just comparing what major competitors are doing and adjusting accordingly. Digital marketers are seeing what successful companies are doing. They’re redefining success to meet community goals, employee goals, revenue goals, etc. This digital marketing trend will continue throughout the year.
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