Digital Marketing Trends in 2022

The arrival of digital tools has upended traditional methods of advertising and promotion. In today’s multichannel marketplace, finding, attracting, and keeping customers requires Digital Marketing Technologies.

The findings from the 2022 MIT Chief Marketing Officer Summit are summarized in a new e-book published by the MIT Initiative on the Digital Economy.

Additionally, The main takeaway for those in charge of advertising is that to reach today’s connected customers, they need only increase their use of data, analytics, and algorithms.

Although the leading digital marketing trends for 2022, according to MIT Sloan researchers are:

Users Of Extensive Digital And Social Media Networks Who Are Socially Active

Modern buyers utilize social media and quick messaging applications to choose companies.

IDE director Sinan Aral says marketers need comprehensive information to understand social media’s influence. Social network peers’ opinions on products and services impact social customers (a trend known as “social proof”).

Aral looked studied 71 things purchased by 30 million WeChat users. Social proof in ads raised sales to varying degrees. Heineken’s click-through rate rose 271%, while Disney’s rose 21%. Aral says no brand’s ads are less effective due to social proof.

Using Data From Platforms Like Tiktok, Youtube, And Others To Analyse User-Generated Videos

TikTok performers are popular among millennials. It’s uncertain if popular influencer videos lead to actual purchases.

According to research, a product’s excitement or attractiveness isn’t crucial. How effectively it compliments the video’s images and tone. Harvard Business School assistant professor Jeremy Yang found the impact is more significant for impulsive, hedonic, and low-priced purchases. He was also an MIT Ph.D. student.

Using Machine Learning To Analyse Customer Interest

You may call it the “chip and dip” test. Finding the correct consumer items to combine for co-purchase from a vast range. It has been a long-standing challenge for marketers looking to maximize sales through product bundling.

Given the sheer volume and complexity of the available data. Which is on the order of billions of possible combinations—such investigation can be intimidating.

Ph.D. candidate at MIT Sloan and researcher Madhav Kumar has created a machine learning-based system. This system scans thousands of real-world scenarios in search of winning and losing product combinations.

He predicted that the optimized bundling approach would lead to a 35% increase in income.

Effectively Predicting Results With Machine Learning

According to Dean Eckles, IDE’s social and digital research leader, most marketers focus on retention and income. They make arbitrary marketing intervention decisions without realistic estimates.

Additionally, Modernize consumer targeting using AI and machine learning for more accurate predictions.

IDE partnered with the Boston Globe on this project. Applying machine learning to the long-term influence of a promo deal on customer activity. Predictions using the short-term surrogate were as accurate as those after 18 months.

Although, Eckles believed that utilizing statistical machine learning to predict long-term results was advantageous.

To Mitigate The Effects Of Bias In AI, “Good Friction” Must Be Introduced

The use of artificial intelligence and automation by digital marketers to lessen “friction” points for customers is a common topic of discussion. Although Renée Richardson Gosline, head of IDE’s Human/AI Interface Research Group, noted that many marketers fail to see the seriousness of bias in AI. Marketers shouldn’t get caught up in the “frictionless fever” trend. Instead, they should consider the situations in which friction serves a valuable purpose.

Eventually, Gosline advised using friction to prevent the routine and, perhaps, uncritical use of algorithms. Marketing will benefit significantly from AI if it is used in a way that prioritizes people rather than making them feel like a commodity.

Story-Driven Content Visualization

Voice search and smart speakers have made it seem like “readable” content is more important than graphics and design.

This is not true.  At this instant, Voice search is changing how we make content now and in the future, but you shouldn’t forget about visual content and your brand’s story.

Additionally, Research shows that people like pictures and videos more than words. The rise of Pinterest and Instagram is proof of this.
By all means, Google, Pinterest, and other companies put money into visual search. 19% of Google searches bring images, and 62% of millennials are most interested in visual search.
Text is more complicated to remember than a picture. Your message may be easier to understand if you add data visualizations, infographics, photos, and videos to your text.

Strategic Marketing Transformation

When reading about up-and-coming trends. As noted, It’s easy to imagine that marketing success can be reduced to adopting best practices and employing the latest techniques and technology.

Marketing is difficult. To thrive in 2021, firms must go beyond what they’re doing and focus on their “why.” Marketing goals must match with company goals.

Strategic marketing transformation is when a company without a marketing plan changes its business operations and practices.

Although, A marketing makeover may enhance customer service, brand exposure, revenue and profitability.

Businesses attain these benefits through collecting data, leveraging current technology, creating consumer connections, participating online, providing great content, and boosting their online presence. These things are part of the company’s overall strategy, not simply the marketers’.

Your strategic marketing strategy outlines goals and methods, including content marketing, SEO, email marketing, social media, advertising, and offline marketing. It outlines how every area of the corporation will use these strategies.

Above all, Marketing strategy is no longer only the CMO’s job. Although Strategic marketing acknowledges this and considers brand, corporate reputation, customer connections, and the customer experience in every business operation, all things considered.