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2022 Trends to Watch and Prepare For

It’s that time of the year again, when we look ahead to the new year and begin to delve into what is to come. We have put together some of the top trends to watch in 2022 from industry experts.

Get ready for Meta. Facebook is now Meta, which is an indication of things to come. Everyone, including Facebook, should be thinking about the Metaverse - a term for virtual and augmented experiences.

Speaking of Facebook, it isn’t going anywhere. Facebook now has almost 3 billion users and numbers continue to grow every month. It should be top of mind for marketers.

Influencers still matter even for B2B. Influencer marketing is set to reach $13.8 billion in 2021 and will continue to grow. B2B companies are also embracing influencers — highly successful brands like Adobe, SAP (a leader in enterprise application software), GE, and PWC (PricewaterhouseCoopers).

Advertising is challenged by privacy. New privacy regulations like the iOS update and the pending removal of cookies have been reducing the data used in advertising. Read our recent post “How to Handle the Extinction of Third-Party Cookies” for more insights.

LinkedIn is growing. LinkedIn shows considerable gains in monthly active users and engagements on the platform. Marketers should consider LinkedIn, especially B2B marketers.

SEO is more than keywords. As search algorithms have continuously become smarter and more contextual, marketers need to focus less on the "hacks" and "tricks" of SEO and more on providing an amazing user experience and rich content.

Everything is algorithm-driven. Social media newsfeeds, display ads, social ads, search engine optimization, and even email. The algorithms all optimize for the same basic thing: user experience.

The main feed is evolving. Several changes meant to curate posts with more personalization and privacy in mind are on the way. Marketers should plan to leverage features that enhance customer experiences.

The short video is king. TikTok dominates the social media environment. So, naturally, other platforms need to introduce short videos and live streaming capabilities, such as YouTube's introduction of YouTube Shorts and Instagram declaring its emphasis on video over images.

Websites get faster. Website traffic is overwhelmingly 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.

Inclusive marketing. In 2022, advertising will be driven by inclusivity and broader targeting of multicultural, millennial and Gen Z audiences.

The foundation still matters most. Marketers are easily distracted by shiny new digital objects, new trends, and new technologies. But the majority of business growth still comes from the foundational tools in digital marketing. Don't forget to focus on your foundation.


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