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It may appear difficult to keep up with ever-changing digital marketing trends, but it is critical for business owners to do so. As more of us work from home, there has been a significant increase in social media usage. While digital marketers seize this opportunity, other small business owners scramble to adapt to changes in consumer behavior—and you don’t have to be one of them.
With ecommerce and online education on the rise, these are the top five digital marketing trends to watch in 2022.
1. Video marketing
TikTok allows videos to go massively viral, allowing brands and regular people to reach thousands of users all over the world on a daily basis. Challenges allow creators to start a trend while increasing brand awareness, with user-generated content acting as fuel to spread the fire.
TikTok’s success prompted other brands, such as Instagram, to begin competing for video-related features, introducing Instagram Reels in August 2020, which will be available globally in over 50 countries. Creative options and trends, such as using video transitions, prompted creators to jump on the bandwagon in an attempt to go viral on Instagram.
The goal of Instagram Reels is to increase user engagement, which has received positive feedback from brands, influencers, and users. It’s no coincidence that Pinterest and LinkedIn are investing in video features, as the trend continues to grow and allows brands to attract an engaged community of followers.
However, the video marketing trend does not necessitate the purchase of expensive video services. The emphasis is on storytelling and developing relationships with your audience. Short-form videos are usually entertaining. What’s more important is that you focus on your content, such as the narrative, in order to connect with your community and establish your brand voice.
2. Niche marketing
Niche marketing entails specializing in a specific product or service in order to establish a stronger connection with your target audience. A niche market allows you to pay close attention to your audience’s needs in order to understand what they want. It allows you to position yourself as an expert and attract brand advocates.
Niche marketing is strategic because it has the potential to grow over time and enter larger markets once a small startup has successfully established a strong community. With a smaller audience, you’ll be able to focus more on the quality of your delivery and the development of relationships with them. Because there is less competition, identifying and targeting your audience becomes much easier, whether through organic marketing or paid ads.
Positioning yourself as the expert also allows you to charge higher prices because of your expertise, while also being perceived as an authority figure in your industry. This will allow you to easily stand out on social media while growing a highly targeted audience. Examples of niche-related services are Instagram Reels programs, eco-friendly utensils or organic pet products.
3. Ecommerce platforms
Ecommerce platforms have recently grown in popularity and are expected to continue to do so in the coming years. Retailers and product-based businesses can benefit from having an online presence by using these platforms for visibility and spreading brand awareness through social media. Store owners can use “shoppable” posts and ads on Instagram and Facebook to integrate online shopping, creating a seamless experience for online users.
4. Mobile marketing
SMS marketing, in-app marketing, social media marketing, location-based marketing, and proximity marketing are some of the most important mobile marketing strategies. According to Google Consumer Insights, 61 percent of online purchases were made on smartphones from November 2018 to January 2019, representing a year-over-year increase of more than 27 percent.
Mobile traffic now accounts for more than half of all web traffic, and shoppers use their mobile devices to research products and make online purchases. Since the COVID-19 pandemic, in-store purchases have plummeted, making it critical to have not only an online presence, but one that is mobile-friendly as well. This includes ensuring that your website is mobile-friendly.
5. Marketing automation
Companies that use automation to nurture prospects see a significant increase in qualified leads. In addition to email newsletters, Messenger bots (also known as chatbots) have grown in popularity. Personalization of messages and the ability to send follow-up sequences based on time delays and triggers transforms them into a sales funnel that increases conversions.
Source: Entrepreneur
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