2 Digital Marketing Trends to Consider for 2022

https://www.inc.com/peter-roesler/2-digital-marketing-trends-to-consider-for-2022.html

Interactive Content & Conversational Marketing were noted as two digital marketing trends to consider for 2022. As the pandemic continues I believe these will continue to increase in importance and become major conversion drivers. As the pandemic keeps people home, people are turning online as a form of entertainment and escapism and brands have an opportunity to establish themselves as content creators and thought leaders. 

I believe customers are looking for more than just product listings and brand loyalty will begin to shift to where customers feel connected and where they feel they are getting more than just the product. For example, instead of just listing a beauty product for sale, brands can host a live Q&A with the creator, have influencers share videos of how they use the product and speak to it’s benefits, share user generated content and host beauty Q&As to create engagement. By establishing themselves as experts and building a community they will become a trusted resource. Based on engagement brands will be able to target customers with ‘like’ products and build customer retention while increasing the customer's lifetime value. 

While getting to know the customer and engaging with them is important I think there is risk with increased personalization and automation of messaging. Suggesting a product a customer may like based on something they viewed could help start a conversation and build conversion or it could make the brand feel like ‘Big Brother.’ There needs to be a clear strategy and mindfulness around messaging in order to avoid that. In addition customers are starting to have more control over their privacy and limiting what brands can track and what they are willing to share. Leveraging tracking and automation will be important in identifying audiences and building content but having the human resources to build and support Interactive Content & Conversational marketing will be key in maintaining it.