If you’ve ever had to take an oral exam, you know the importance of getting your questions prepared. You want to know what to ask, so you can make sure you get the most out of your study time. You want to make sure you know how to prepare, so you can be confident in the exam. If you’ve ever failed a test, you know the importance of preparing for it. You want to know how to get ready, so you can be successful.
In the world of marketing, there are things that are talked about, and then there are things that are talked about a TON. The topic of conversation that’s often overlooked, though, is the topic of engagement. ‘Engagement’ is a term that’s become more and more popular in the world of marketing, and marketers have begun using it to define any number of things. In fact, the term has been so overused that it’s almost become meaningless.I know you’re ready for Marketing Trends 2022 because you read this blog and many other marketing blogs, right?
Here’s the deal: I also read the most popular marketing blogs, follow all the marketing channels on YouTube and listen to the same podcasts as you.
And I’ve noticed that very few people are talking about what’s going to happen in 2022 and beyond.
Of course, they also talk about the importance of voice search and Google’s move into mobile. You could call it marketing automation. There are actually more interesting trends that will affect your marketing, but no one is talking about them.
What are the marketing trends to keep an eye on?
Marketing trend #1: Companies that rely on Google Analytics are losing
We all love Google Analytics.
In fact, I like it so much that I log in at least three or four times a day. And here’s the kicker: I have so much traffic that my Google Analytics only updates once a day.
You’re probably wondering what’s going on with Google Analytics?
There’s really nothing wrong with that. It’s a great tool, especially since it’s free.
But marketing is changing. New channels, such as voice search, are constantly emerging.
Business isn’t easy anymore: A person comes to your site through an ad and buys.
Nowadays there are things like up-selling, down-selling, repeat purchases, retargeting and even checkout. Moreover, there are many ways to generate income for your online business, for example. B. Partnerships, affiliate marketing and even webinars.
This has forced companies to adopt analytics solutions that are better connected to their database, such as. B. Amplitude. Or better yet: You will see a sharp increase in business intelligence.
A central location where you can consolidate all your data and make more informed decisions to maximize lifetime value, not short-term income.
By 2022, more companies will be using business intelligence solutions, both paid and free, such as. B. Google Data Studio.
If you haven’t tried Data Studio yet, you should start now, as it makes it easy to gather all your business and marketing data in one place.
For example, you can feed Data Studio with more detailed data from Facebook ad campaigns, which would be difficult to do with Google Analytics.
Another tool that gives you an edge is Ubersuggest (and its free Chrome extension), as it helps you stay ahead of the competition in search engines.
For example, Google Analytics no longer provides complete data on the keywords driving traffic to your website. You can make assumptions based on the keywords, but you can never be sure.
This leaves the door open for your competitors.
With Ubersuggest, it only takes a few minutes to find keyword data so you can adjust your content and marketing strategies accordingly.
Step 1: Enter your URL and click Search
In this example we use Close, a leading CRM for inside sales, with a strong presence in search engines.
Step 2: Show domain overview
The most important thing is to find out how many organic keywords your domain is ranking for. Other data include:
- Monthly Organic Traffic : Estimated total traffic the domain receives per keyword.
- Assessment Area: Total strength of the website, where 1 is the lowest value and 100 is the highest value.
- Backlinks : Number of backlinks to the site from other sites
Step 3: Scroll down for SEO keywords
This is data that you will not find in Google Analytics.
The left column is a list of all the keywords your website is ranked for. In this case, it’s 6,135. The next step:
- Volume: Number of keyword searches per month
- Regulations: The position where a URL is located in a Google search.
- Estimated number of visits : The estimated traffic the website receives from Google for the keyword.
Not only does Analytics not provide keyword information, it also doesn’t say anything about volume, position or estimated visits.
To find them, you need to use other tools, like the keyword planner. Ubersuggest brings it all together under one roof.
Step 4: Overview of all your keywords
Not only can you see all your keywords with volume, position, estimated hits and SEO difficulty, but you can also enter your competitors’ names and see their keywords.
This will give you new ideas on what terms to use. In the example above, you can search for Pipedrive. This is what you get:
In addition to the keywords you are already ranking for, you can now see what keywords your competitors are ranking for, which gives you additional ideas on where to focus your efforts next.
I’ve been using Google Analytics since day one, and that will never change. However, he is unable to do everything he needs to do to beat the competition.
If you want to win big, combine Analytics with other tools like Ubersuggest to access advanced data and make more informed decisions.
Marketing trend #2: Companies are optimized for voice search, but not for revenue generation
According to ComScore, more than 50% of searches are voice searches; however, this is not a new trend – voice search has been a fad for years.
What’s the problem?
Voice search optimization is a great way to get attention for your brand, but how does that translate into sales?
I haven’t seen many solutions to make use of voice search traffic, but so far there’s Jetson.ai.
If you are not familiar with Jetson.ai, it allows people to visit your site via voice search. Whether it’s Alexa or Google Home, they work with the most popular devices.
The beauty of Jetson.ai is that it can learn from each customer and personalize interactions.
For example, if I always order the same toothpaste from a certain store via voice search, Jetson.ai keeps track of that so you can order the same product again and again without too much effort.
It’s easier to log on to a computer or pick up the phone to make a purchase.
Marketing trend #3: Your email list is not converting well; find other communication channels
Email is a tool we all use in the marketing world.
The interesting thing is that I am part of a group of just over 109 email marketers from different industries and different parts of the world.
Can you guess what we all noticed?
Our open rates remain about the same, and that’s mostly because we all know how to clean up and optimize the newsletter.
However, the number of clicks is decreasing.
We are currently seeing a 9.4% drop in clicks.
That’s crazy considering we have over 146 million email addresses in total.
Does this mean email is dead?
Of course you don’t.
E-mail is here to stay and will remain so for a very long time.
However, companies will need to use more communication channels.
Chatbots are on the rise. Not necessarily Intercom or Drift, but rather solutions like ManyChat and MobileMonkey.
Besides chatbots, more and more people are using tools that allow them to receive push messages, for example. B. Subscriber.
It’s so powerful; this is the impact I’ve been able to have on subscribers with push notifications.
You can wait until next year to use chatbots to generate leads and provide customer service, but I recommend starting as soon as possible.
Marketing trend #4: RVs will no longer exist, except forbrands.
You’ve probably heard the word trench before. If you haven’t already, consider the water around the castle.
The castle is surrounded by water and the drawbridge is used to enter and exit the castle and protect it from intruders.
You may have a moat in your business.
It may be a feature, a cost structure, a technological advantage or even a marketing advantage.
As the years go by, the flaws of the online world are slowly disappearing.
Nowadays, it is easy for anyone to copy marketing strategies. What distinguishes you from the competition?
What works today may not work next year.
You know what will still be a strong moat in 2022 and even stronger in the future?
It’s the brand image.
People buy Jordan shoes because they like Michael Jordan. His brand is stronger than ever, even though he hasn’t played in the NBA in over a decade.
His shoes are so popular that they have increased his net worth to over $1 billion. And owning a basketball team wouldn’t hurt either.
Interestingly, he made more money after retirement than he did as a basketball player.
Not only has Jordan built a strong brand, but so have the Kardashians.
According to Forbes, Kylie has built a billion-dollar business, all thanks to her personal brand. Your cosmetics company isn’t doing anything revolutionary. It just has a strong brand.
The same goes for companies like Ferrari, Tesla, American Express – the list goes on and on.
That’s why companies spend more than $10 billion a year on influencer marketing.
Just look at my agency NP Digital. It is literally one of the fastest growing advertising agencies. If I look at the performance of all my competitors, we are progressing much faster thanks to my brand.
Yeah, we have a big team, but like I said, it’s not a gap, because a lot of agencies have big teams.
It was my note that gave us a head start and hopefully moves us forward.
In 2022, you’ll want to focus on building your brand. Whether it’s a personal or business relationship, this is the best moat you can build in marketing. It also helps you with the Google EAT.
Marketing trend #5: You have no choice but to use automation
When I started my business, I turned to SEO because I couldn’t afford large advertising budgets like my competitors.
I couldn’t even pay for an ad.
Over the years, the playing field has become flatter.
Credit card companies like Brex make it easy to approve high limits for startups, and you may not have to pay them off right away.
Funding companies give you money for marketing so that non-venture capital-backed companies can compete more easily.
Companies like Lighter Capital offer loans based on your disposable income.
Moreover, artificial intelligence is starting to be integrated into software solutions to make better recommendations. From Clickflow and RankScience to Distilled ODN, all are using AI to help with SEO and other forms of marketing.
Plus, BrightEdge can even automate your SEO (or at least a significant portion of it). Their automated SEO solution increases page views per visit by 60% and guarantees 21% more keywords on the first page.
Keep in mind that their customers are huge (their software costs thousands of dollars a month or more), so they’ll probably get better results than most companies, but you’ll still see a lot more software companies using AI in SEO.
Artificial intelligence, Rank Brain and natural language processing all contribute to this.
Even with Ubersuggest, I’m working on an artificial intelligence that does SEO for you, so you don’t have to spend endless hours on SEO while saving thousands of dollars.
In other words: The playing field for marketing is increasingly level. If you want to succeed, you must use artificial intelligence and marketing automation to survive.
If everyone is using the same AI marketing technology, how can you beat your competitors?
Well, it will come down to everything else – pricing, customer service, upselling, operations, sales. It’s all those little things that help you win.
This brings me to my next point.
Marketing trend #6: No more quick fixes, we all need to maximise marginal returns
Many companies were founded with only one marketing channel.
Dropbox has grown through referral marketing. Invite more friends, get more space.
Facebook was born out of your email address book. Facebook has signed up and invited all your contacts to use Facebook on your behalf.
Companies like Quora and Yelp were founded on the foundations of SEO. All these rankings really help their business grow.
But you can no longer build a business with just one marketing channel. The good channels are saturated very quickly. (Take a look at Facebook’s organic reach if you need a reminder…).
Even if they work and cause explosive growth, it won’t be long before your competitors come in and ruin your life.
Marketing will quickly be reduced to marginal utility.
There’s a British cycling coach named Dave Brailsford. He believed that if every area related to cycling could be improved by even one percent, these small improvements would result in a significant improvement.
He’s right, that’s how you win a race.
The same goes for your marketing.
One will no longer focus on one channel and try to find the Holy Grail of marketing, but one will work on small improvements in every area of your marketing.
Whether it’s testing header tags to improve rankings, adding checkout buttons to your checkout page so you can spend a little more on paid advertising, or using Google Data Studio to optimize lifetime value, it’s all in the small details.
That’s what will lead to victory.
Here’s what you need to change to win in 2022 and beyond.
Marketing trend #7: Depersonalisation – new marketing
The problem with marketing today is that 95% of your visitors never become customers. That is, if you’re lucky.
Chances are, 97% or more of a website’s visitors leave without converting.
The main reason is not that your marketing is worthless or that all these visitors are garbage and not qualified.
Here’s the thing: Your message is not suitable for all your visitors.
Personalization can help you convert more visitors into customers.
Amazon is an excellent example.
When you go to Amazon, they know what you usually buy, so they show you what they think you want to increase conversions.
It works! When I look on Amazon, I see a lot of household products, because that’s what I buy most often. I never buy dog food (which is reasonable since I don’t have a dog), so I will never see ads for dog food.
Companies are also trying to personalize every experience, both online and offline.
Companies like Amperity are trying to create a customer relationship mechanism to better serve each of your customers, both online and offline.
Marketing has become a personalization game. With the rising cost of advertising and marketing, you have no choice but to find a way to convert 97% of your non-returning traffic.
The problem is that everyone is using the same personalization strategies and consumers are getting smarter.
This is why depersonalization will make a big difference.
Instead of using names in emails, brands should refrain from false personalization attempts and focus on being transparent and writing emails like a real person.
2021 Marketing Trends FAQ
What are the best marketing strategies in 2022?
The main strategies to be considered are automation, depersonalization and alternative communication channels. The way we use the Internet is changing, as is the way we market our products.
How will digital marketing evolve in 2022?
The silver bullets are no longer there. In today’s world, companies need to optimize small changes that increase over time.
Which form of marketing will be most effective in 2022?
Content remains one of the most effective forms of marketing. It is essential to create high quality content that informs and educates. Consider automation to get more done in less time.
What are the new marketing trends to keep an eye on?
AI and machine learning are having a huge impact on marketing. Google’s rejection of third-party cookies also affects paid ads.
2021 Marketing trends Conclusion
These are the marketing trends that will continue, and you need to be prepared for them.
And this is the fun part. You now have the opportunity to respond to the information you receive before your competitors. Make sure you get in before the crowd.
I don’t just want you to succeed, I want you to outperform your competitors. Whether you have a big business or are starting out with little or no money, I believe you can do it.
What do you think of the above trends? Are you seeing marketing trends that no one is talking about?
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