previous icon Back to blog
Feb 07, 2022
4 minutes read

Digital Marketing Trends for 2022

As marketers, we’re expected to do more and more each year, but that doesn’t have to mean sleepless nights and working through the weekend. We can all do a lot more by embracing some of the digital marketing tools at our disposal. 

With data being more important than ever, being able to organize, categorize and segment the data your business holds not only makes your job easier, it’ll also allow you to achieve exponentially more. So what are the key marketing trends for 2022? Read on to find out!

Omnichannel

The days of being able to focus your attention on one or two channels and ignore others are well and truly over. More than ever, consumers are comfortable researching and shortlisting potential purchases across multiple channels. That means you need to provide a consistent approach across every channel they’re likely to use in order to make their experience with your brand as seamless as possible. 

If you’re wondering why this is so important, it’s simple. Your competitors will be working to create a consistent omnichannel experience for consumers. If you don’t do it as well, if not better, you risk losing customers to your rivals.

Hyper-personalization

The power of personalization will become ever more important in 2022. Consumers are familiar with being targeted based on the products they view and the actions they take online, but they’re also used to lazy, loose segmentation that doesn't take into account their individuality. Delivering very specific marketing campaigns to individuals will become more important than ever as broad personalization is no longer good enough to stand out.

Crucial to the ability to hyper-personalize will be marketing automation – more on that shortly – but a Customer Data Platform is a marketer’s friend and will allow you to process vast amounts of data into usable customer profiles, ripe for pinpoint targeting with relevant products or services. 

Marketing Automation

Key to being able to deliver on your personalization ambitions in 2022 will be marketing automation. The ability to automate workflows and audience segmentation will allow you to market in very specific ways to your audiences.

Creating efficiencies as digital marketing becomes more and more complex is essential to delivering ROI on your campaigns without loading your business with extra staffing costs.

A Customer Data Platform, or CDP, takes on much of the heavy lifting of automating campaigns and segmented audiences effectively, leaving you free to ensure the content you’re creating is likely to drive conversions. 

AI marketing

Being able to deliver on consumers’ expectations is a key element of marketing in 2022. Consumers are used to being able to contact brands 24/7 and get the answers they need at the press of a button. AI solutions allow brands to continue the conversation with consumers long after their human teams are tucked into bed.

Machine learning adapts and learns from previous conversations to interact in more useful ways with potential customers and pulls information from a variety of sources to answer customer questions without the need for scripting. Adopting AI technology now will also pay dividends for the future, as the more it’s used, the more powerful it becomes.

Conversational Commerce 

A strong omnichannel strategy that moves consumers down the funnel but neglects the final stage of a purchase is, sadly, a fairly familiar experience for most consumers. Being able to order and pay from whichever platform you’re using at the point you’ve decided to make a purchase reduces abandoned carts caused by cross-platform frustration. 

Being able to, for example, ask product-related questions on WhatsApp and then buy directly from a link in the conversation via a bespoke payment platform makes for a frictionless purchase experience that removes unnecessary barriers to conversion and reduces the likelihood of lost sales. 

Owning your audience

Ever since social media platforms arrived on the scene, marketers have been using them to promote goods and services. As the platforms began to mature, they created their own ad-driven business models, alongside the associated algorithmic penalties for not lining the platforms’ pockets with ad spend. From that point on, your social audience was rented.

It’s likely you’ll have a destination website and data that you own on your customers or prospective customers. Creating campaigns that target audiences you own should be a priority for 2022. But how do you reach them? There are a number of ways, but few (social channels included) are as effective as SMS and email marketing. 

With a 98% open rate, SMS is one of the most effective marketing tools in your arsenal. Similarly, email represents ROI far more than any social channel. Creating a weekly newsletter, for example, will help you to reach customers who are happy for you to contact them and ready to engage with the content you’re providing them with. 


CM.com’s Mobile Marketing Cloud solution offers an array of tools to make automating your marketing and staying on top of these key marketing trends simple. We’d love to talk to you about how we can streamline your marketing efforts in 2022 and beyond, get in touch and let’s talk.

Was this article interesting?
Share it!
CM.com
connects tens of thousands of companies with millions of consumers via their mobile phone each day. Behind the scenes, from our innovative platform, CM.com makes sure companies can use these millions of messages, phone calls and payments to become part of people’s lives.

Latest Articles

unlock-communication-excellence-with-cpaas
Sep 03, 2024 • CM.com

Unlock Communication Excellence With CPaaS

Diving deeper into CM.com's CPaaS approach in empowering business users to unlock Communication Excellence - a guest article by Quadrant Knowledge Solutions, a global advisory and consulting firm focused on helping clients in achieving business transformation goals with Strategic Business and Growth advisory services.

whatsapp-business-blog_image-newsletters-announcements
Feb 22, 2024 • WhatsApp

What Is a WhatsApp Newsletter and How Does It Work?

WhatsApp newsletters are messages that can be sent from a brand's WhatsApp business account to a specific audience of customers with information that's relevant to them. You can send people special offers, exclusive discounts, and new product announcements. You can also personalize these offers based on special events like holidays and birthdays, or annual promotions like Black Friday and Cyber Monday.

whatsapp-business-blog_image-deals-offers
Feb 11, 2024 • WhatsApp

Increase Conversion With Promotional Messages on WhatsApp

In an age of mass marketing, as well as constant TV, internet and email advertising, it’s safe to say that sales periods can be something of an overwhelming experience for consumers around the world. Inundated with information from companies, people could be forgiven for wanting to switch off their phones, radios and televisions and ignore all forms of marketing until the sales period is all over. As an eCommerce owner, you should always be looking to avoid this by diversifying your marketing strategy in a way that suits your customers needs and sensibilities.

Mobile Marketing Cloud conversational marketing blog
May 08, 2023 • Marketing

Engagement where it matters: the CM.com take on conversational marketing … and how it’s changing

Look at most definitions of conversational marketing, and it’s not clear what all the excitement’s about. “Engaging customers through dialogue”, “interacting with people via real-time”, “two-way communication”, “putting the focus on interactions using social media messaging channels”. Isn’t that what marketers have been doing for years?

personalization-ecommerce
Jan 12, 2023 • Conversational Commerce

Personalization in eCommerce: there's more than "Hi John"

Every eCommerce player knows personalization is essential. It’s how you build customer trust and comfort, make your messaging meaningful, and keep web shoppers coming back. But fewer realize how deep and broad personalization goes.

how-to-choose-the-right-cpaas-provider
Dec 16, 2022 • Messaging

CPaaS vs. DIYing a Communications Platform: Which is Best?

With customers being at the heart of your business, you’ll need a means of communicating with them, whether for marketing, support, or operational purposes. So what are your options if you’re in the market for a communications platform?

transforming-customer-experience-in-the-financial-services-sector
Nov 07, 2022 • Mobile Marketing Cloud

4 Digital Marketing Trends in the Financial Service Industry

In the past, customers' only interactions with financial service businesses might have been physical. (Like walking into a bank branch to conduct a transaction, for example.) But that was a long time ago.

marketing-automation-workflows
Oct 10, 2022 • Mobile Marketing Cloud

How to Automate Marketing With Workflows

The digital landscape is changing rapidly. This affects (digital) marketers who feel pressured to do more in the same amount of time. Marketing automation helps marketers to focus on what’s essential by automating recurring tasks and managing leads. But what is marketing automation exactly? We’ll answer all your questions in this blog and suggest one of the most helpful marketing automation tools to help you work more efficiently.

Happy customer service agent through favourite channels
Sep 05, 2022 • Mobile Service Cloud

Top 5 Customer Support Tech Stack Essentials for Improving the Customer Service Journey

Are your customer service tools lacking the features your team needs to do its best work? And have you lost customers as a result? If so, your customer support tech stack might need an upgrade.

Is this region a better fit for you?
Go
close icon