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The Future of Marketing

Digital marketing is evolving, but 2022 will likely hold some dramatic changes. Businesses and brands must not only plan for the future of digital marketing but be prepared to take advantage of it.  Below is 13 trends EMIRG Group believes brands should focus on in 2022.

13 Marketing Trends to Invest in...

The Meta.

Influencers (B2B).

Advertising vs. Privacy.

Strategy is Key.

LinkedIn is King.

Subtle SEO.

Consumer Experiences.

Remote Work.

Facebook is a Giant.

High-Speed UX.

AI + Algorithms.

Think Forward.

Principals.

Facebook is now known as Meta. Facebook is betting big on the Metaverse, which is a term for virtual and augmented experiences. This is a big bet on the future of the web.

Influencer marketing is set to reach $13.8 billion in 2021 and will continue to grow. Influencer campaigns inherently provide insight and relevance since the influencer is endorsing the product. B2B brands also continue to embrace influencers — Adobe, SAP, GE and PWC all have harnessed this trend.

Modern digital ads are heavily reliant on data to automatically optimize. New privacy regulations like the iOS update and the pending removal of cookies have been reducing the data used in artificial intelligence. Brands much adapt to the policy makers and pinpoint growth spurts through re-configuration.

As automation, artificial intelligence and machine learning take away a lot of the grunt work of online marketing, brands must become more strategic. Digital marketing and it's infrastructure will continue to grow as developments surface. 

LinkedIn continues to be a rising star in the digital space. Each quarter they show considerable gains in monthly active users and engagements on the platform. They are also continuously launching new innovative features that drive better results for businesses and pages. 

Search engine optimization is one of the oldest and most valuable forms of digital marketing. As search algorithms have continuously become smarter and more contextual, brands need to focus less on the "hacks" and "gimmicks" of SEO and more on providing an authentic and meaningful experience to their users.

Businesses still clamor to drive word-of-mouth and earn social attention. As the advertising landscape becomes more competitive, earned media and word-of-mouth become more important to break through. Brands should focus on creating experiences at every stage of their interactions with consumers to earn social media word-of-mouth.

According to LinkedIn, digital skills are the most in-demand. Yet there is a big skill gap between the number of businesses searching for digital skills and the skills in the marketplace.

There are so many headlines about Facebook work culture, but the truth is that Facebook isn't going anywhere. Facebook now has almost 3 billion users and the user numbers grow every month. Brands should look to leverage their business marketplace and user-data.

Website traffic is predominantly mobile; however, most websites still don't have fully mobile-optimized experiences. As Google launched Core Web Vitals site design, speed will become ever more important.

Every part of digital marketing — social media newsfeeds, display ads, social ads, search engine optimization and even email — is becoming algorithm-driven. The algorithms all optimize for the same thing: user experience. To stay relevant, brands should provide a UX that customers want.

The explosion of digital marketing options means that many businesses are spread too thin across too many channels. Smart businesses focus on dominating one channel. Leverage the right channels to display your brands message effectively.

It is easy to get distracted by shiny new digital objects. Brands adore new trends and to be on the leading edge of new technologies and platforms. Yet the truth is that the majority of business growth still comes from the foundational tools in digital marketing. Don't forget to focus on your foundation. Often, optimizing your base digital execution will provide a better return on investment than experimenting (and getting distracted) with every new tool.

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Image by Adrian Regeci
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