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DIGITAL MARKETING

Personalisation remains a key element of digital strategies in 2022

By our News Team | 2022

Inclusivity and diversity, being ‘green’, having immediate conversations with consumers, and using video will all be top trends.

Digital marketing continues to evolve and become increasingly important to modern marketing strategies. But what are likely to be the most important trends of 2022?

Last year’s important trend, personalisation, continues to be relevant as customers demand that their brands understand them better. 

“Various personalisation strategies help marketers enhance customer experiences and build brand loyalty by establishing strong relationships. Customers will trust brands that have their best interests in mind, especially when it comes to product recommendations,” predicts Desirée Gullan, co-founder and Executive Creative Director of Africa-based agency, G&G Digital.

When marketers combine personalisation with innovative digital marketing tools and tactics, they can achieve their goals and better connect with their target audience, building loyalty over the long term, she believes.

Digital Marketing

Photo by Mikael Blomkvist from Pexels

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.

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