The global pandemic has led many businesses to undergo digital transformation. Not because they want to, but they have to go digital in order to survive. The online marketing strategies businesses have been using for years may now be outdated and ineffective. Emerging consumer behavior and expectations are driving marketers to try out new ways to connect with customers and deliver optimized digital experiences. While eCommerce sales went through the roof, the use of social media, podcasts, and video conferencing has increased.
With the chaos of 2020 behind us, it’s time to get prepared for 2022. It’s time to explore and implement innovative tools like Pathway’s Marketing Bot and Clubhouse to stay ahead of the curve. Let’s identify 5 digital marketing trends you must watch out for in 2022 and beyond.
1. Intelligent automation
Simple automation is no longer an effective way to reduce redundancy in your tasks. Since businesses have a large volume of data at their disposal, they need to learn how to use it to make their automated processes more efficient. Technologies like AI, natural language processing, and deep learning, therefore, are making their way into digital marketing and SEO workflows.
Intelligent automation means when a business lets computers make critical decisions. It refers to machines that not only process pre-programmed tasks but also get to know customers in ways humans can’t do at scale. Intelligent digital marketing tools take action in real-time when your customers are more receptive to personalized content and recommendations.
Brands have now realized the significance of having chatbots in their marketing strategy. Isn’t it amazing to have a 24/7 assistant that takes care of your online visitors and helps them make the right decisions? A bot is just a smart computer program that helps you automate certain tasks and make things easier for your customers. The coming year will witness more intelligent chatbots that will do more than just sending robotic messages.
Chatbots powered by AI can understand complex customer requests, improve interaction over time, and personalize responses. So, get ready to automate a huge part of your customer communication processes. Wrap your head around how this technology works and how to use it effectively. In 2022 and beyond, we’ll see these bots everywhere.
3. Rise of visual and voice technology
Virtual assistants like Alexa and Siri are getting popular. Data from Statista tells us that by 2024, the number of digital voice assistants will reach 8.4 billion units – a number higher than the world’s population. It’s happening because people are spending more time at home and they’re looking for more opportunities for conversation.
However, it’s not just the smart mobile assistants that will prevail in 2022, visual search will also start making an impact. New technologies like Google Lens enable consumers to search for whatever they can see. This simply means businesses will be focusing more on sitemaps for images and alt-text. Visuals will play a key role in the SEO game.
4. Simplicity and clarity – Easy-to-consume content
Modern consumers don’t have time reading complex content. They need simple and clear content that delivers value in an exciting way. While many brands have already understood the importance of creating simple and engaging online experiences, 2022 will be a year of easy-to-consume content. People will lean on content forms like podcasts and audio that can be consumed on the go. That’s exactly why we see more and more businesses spending on podcast creation. If you want to make an impact with your content in 2022, start creating readily available content.
5. Connected digital experiences
A survey found out that 80% of customers believe the experience they have with a business is as important as their products or services. Whether a business uses phone, AI-based chatbot, or email to communicate, consumers expect a connected digital experience. In other words, they expect that one interaction or conversation will pick up where the other left off. They don’t want to start over again every time they interact with a brand.
So, are you ready for these trends? When it comes to digital marketing, change is inevitable. To be successful, all you have to do is understand consumer expectations. And then use smart tools to deliver what your customers are looking for.