Four Marketing Trends That Will Shape 2022

Be prepared, marketers — 2022 is just around the corner, and with it comes a host of new trends sure to disrupt the current advertising ecosystem (as is tradition). The impact of an ongoing pandemic, an economy on the rebound, and new technologies ready to serve increasingly-hybridized audiences are just some of the major factors impacting the coming year in marketing.

Here are four high-impact trends advertisers should ready themselves for in the months ahead.

Virtual Options and Experiences Are Becoming an Expectation

For more than a year, events designed to attract in-person crowds have been forced to adapt amidst strange new circumstances. Everything from large stadium concerts and college football tailgates to smaller gatherings between local book clubs and yoga classes were left to find new ways to function, thus sparking the sudden rise of the hybrid event.

The leap to digital live streaming, shared zoom meetings, and other methods of accessing both virtual and in-person events is likely to continue, due in large part to a growing affinity for the convenience of remote work and the normalization of digital experiences. Accessibility afforded by free livestreaming and video conferencing has allowed classrooms to go digital, events to cater both to in-person attendees and those who prefer the comfort of their own home, and shoppers to grow increasingly comfortable making major purchases without stepping foot inside a retail store.

That’s not to say there won’t be demand for in-person events in the future, but businesses aiming to appeal to their full audience would be wise to include virtual elements and live streaming options for any applicable events moving forward.

Ditch the Hard-Sell Tactics and Opt for Engaging Information

We know content is critical to online success, but the type of content your audience consumes is changing. Bridging the gap between your brand and its target demographic requires more than a monthly sales promotion — your business needs to produce content that engages its community and promotes discussion through shares and comments to add real value.

Informational content not only builds your brand’s credibility, it also prioritizes your audience’s needs over a sales message (online shoppers are no strangers to hard-sell ads at this point). Standing out with richer, more substantive content requires more effort, but it also keeps customers happy and coming back for more. Gone are the days of simply rushing a customer down the sales funnel toward a single conversion. In an era when brand loyalty is becoming more difficult to come by, content designed to engage and inform will result in a dedicated audience that continually nurtures your business.

Social Responsibility and Ethics Will Take a Front Row Seat

The line between engaging with audiences about real-world events and callously capitalizing on a global threat can be a thin one for consumers. In many ways, the COVID-19 pandemic marked a new chapter in advertising since its initial outbreak early in 2020. Since that time, 85% of U.S. consumers have reported feeling the way brands behaved during the outbreak would “affect their desire to do business with those companies in the future.”

Another study found that 71% of respondents “will lose trust in that brand forever” if they believe that brand is putting profit over people. The same report found that 77% of consumers want brands to only speak about products in ways that show they are aware of the health crisis and its impact on people’s lives. 

Moving forward, positive messaging alone won’t be enough for the average consumer — people are now openly and excitedly seeking out brands that take action. Sensitivity, honesty, and demonstrably strong ethics both in marketing messages and in general business practices have become a prerequisite for brands interested in maintaining a healthy relationship with their target demographics.

Advertisers Must Adapt a Mobile-First Mindset

Mobile commerce makes up an estimated 44% of annual ecommerce sales and accounts for more than $314 billion annually. Maybe it’s the past 18 months consumers spent ordering groceries online, or maybe it’s the younger generation normalizing online purchases via mobile device, but no matter the cause this is one trend expected to continue its rapid upward climb.

As audiences continue utilizing personal devices for work, school, socializing, shopping, and entertainment, mobile advertising will continue to earn increased budget priority in an effort to “be where the customers are.” Paid search and retargeting ads are a prime example, as mobile search now represents the most common form of web search and retargeting campaigns account for an estimated 65% of conversions within mobile shopping apps.