Personalisation remains a key element of digital strategies in 2022

The following are G&G Digital’s 2022 top trends:

1. Conversational marketing
The days of waiting 24 hours for a reply from a brand are long gone. Consumers want a response – and they want it now – on their preferred platforms, times and in a tone of voice they can relate to. Conversational marketing sets out to connect via chats, text, personalised videos and emails, all with the intention of putting the individual consumer at the centre and enhancing their experience.

2. Video marketing
Video isn’t optional. A Wyzowl survey shows that 84% of customers buy products or services after watching a video. More than five billion videos are watched on YouTube every day and other social media platforms are following this strategy. To get more eyeballs on your videos, produce content that your customers want to see, that adds value and makes use of live broadcasts on Instagram or Facebook to drive higher engagement. Repurpose video content for blogs, podcasts and other channels.

3. Green marketing
Climate change is a major concern, and customers will select brands that are committed to looking after the planet. Ninety percent of Millennials say they’ll spend more money on sustainable and environmentally conscious brands. And for once, Gen Zs are agreeing with Millennials.

4. Inclusivity and diversity
Marketing campaigns should reflect real people –– across age, race, ethnicity, gender, language, socioeconomic status, health, disabilities, religion, dietary and diverse body types. You don’t need to cater to every possible demographic in one campaign, but your customers should be able to relate and, importantly, know that their brands of choice are inclusive.

5. Shoppable content
Social commerce and online shopping have changed the way people browse, shop, review and recommend. Make this process easy, intuitive and with the least obstacles. Ensure your customers can make purchases or enquiries directly through social posts or connected TVs. And don’t forget the power of storytelling and customer recommendations to convert.