1 social network with 2.9 billion monthly active users, marketers are shifting away from the big blue app to focus on buzzy short-form platforms like TikTok and Instagram Reels. Although Facebook continues to dominate as the world's No. In fact, Amazon accounts for more than 75% of overall eCommerce ad spending. In part, because its a piece of content made for you and you onlyan increasingly vital piece of the puzzle to drive real engagement. Get a fresh batch of stories delivered to your inbox weekly. Utilizing AI to analyze huge swaths of account data, posts, and follower metrics allows companies to find influencers who match up with their target demographiceven if the influencer in question doesnt reach the mega status. Content marketers have used internal data-backed insight for years, but thats only half the picture. "Talent is the biggest issue our industry is facing," Fig's Figliulo said. Depending on your goals, there are emerging and continuing trends in content marketing that can be leveraged to help shape your approach and refine your tactics. Brands will be leveraging other peoples content even more in 2022. Nearly 70% say they would give up social media or TV before theyd give up mobile gaming. Stage 1 of the initiative is set to begin in late 2022, with the full transition completing in 2023. Nearly 70% of marketers who dont use video say they planned to start in 2021. Brands and agencies need to create strategies to best gather and use UGC and UDC content for their creative marketing purposes. With the curtain nearly closing, its time to understand what a new year without third-party cookies might look like. Where marketing is concerned, its not just a checkout page phenomenon. The negative side is that the internet could be flooded with AI-generated content to the point where authentic content, while better, will be harder to find on search engines. This year is no different, with social media ad spending forecast to reach $177 billion blowing past TV while digital channels overall are set to exceed 60% of global ad spend for the first time, per Zenith. Is It Better To Lease Or Buy A Car In Summer 2022? 2022 Digital Advertising Sizing and Specifications Guide, 11 Questions to Ask When Hiring Help for Your Digital Advertising. Since 2020, many companies have been required to adjust their approach to meetings and events. This is a nascent platform and an incredible opportunity for marketers. The average cost-per-click is only $0.71. The other half is uncovered by using external audience, market and competitive insights to empower content marketers to create more impactful content. A softer marketing approach that focuses on human centricity is the only way forward.". While you're here, make sure to sign up to our weekly newsletter. Social media heavyweights will reckon with the performance hit delivered by Apple's tracking changes, while digital marketers will wrestle with anxieties tied to the unknown cookieless future. Using 3D Imaging and AR For E-Commerce, This entirely depends on what industry you are in or the audience segment you are after, which will determine the channel and the content that is appropriate for the channel. The latest holiday season saw several marketers key into straightforward themes of togetherness in an attempt to authentically engage people around a time of year typically dogged by a focus on gifts and consumerism. As players in the ecosystem seek to drive value for both brands and publishers, the result could be a mix of identity resolution, first-party data, contextual targeting and the use of data clean rooms but not one perfect solution, according to Alicia Arnold, managing director at You & Mr Jones data company Fifty-five. By creating unique user experiences that help gather first-party data, creative teams can get more relevant insights about their audiences preferences and tackle the new year with confidence, not a creeping fear that their ad data might simply vanish. Look for more and more ad specialists to stick to these guidelines even going a bit shorter in the coming years. Facebook reports that videos that use captions increase viewing time by 12%. Google announced that it is on track to launch Privacy Sandbox in 2023, phasing out support for third-party cookies. "With the broadening definition of the word celebrity, we will see inspired and more unusual brand partnerships, like the recent two-way partnership where Billie Eilish launches her new music tracks within ads for the car maker Dodge," Jones said. According to eMarketer, ad spending on ecommerce sites has increased nearly 40% over 2019. Many businesses are tapping into their existing fan base. Brands are spending more time prioritizing thought leadership via enticing social content, educational blog posts, and targeted SEO to reach interested audiences. The influencer industry marches on, but its not quite business as usual. 2022 will likely see brands adapting to a digital environment in which search engine results are just one piece of the pie. One of the most important trends of 2022 is the launch of shoppable links that are created to ensure customers can go where they need to without having to leave the area where they first saw the information. "The rules of how brands show up are rapidly evolving and it represents a significant opportunity for marketers to develop a far deeper presence in both emerging and longstanding pillars of culture.". This is a way of doing business in which agencies can delegate a part of their fulfillment work to a partner who actually understands it better and can provide much better service in less time. Celeb-studded campaigns and newcomer categories like cryptocurrency represent an eye on a future less bogged down by today's doom-and-gloom. Searches for video captions have increased 84% since 2017. Starbucks and Target put inclusion and community at the center of their efforts, suggesting how brands may continue emphasizing human-centric campaigns as 2022 marketing plans get underway. "We've built our advisory practice in the past five years based on this simple premise of brands going direct to the source," David Anderson, managing director of UTA Entertainment & Culture Marketing Division of MediaLink, said in emailed comments. Using influencers, sponsored content, and by blending in with #BuyNowPayLater on TikTok (a tag with over 14 million views), payment plans are themselves an attention-grabbing force. The number-one response was content marketing with 20%. In 2022, brands and agencies could continue to look at culture as a source for leadership, integration and possible M&A opportunities as marketers seek to engage consumers especially younger generations that are increasingly difficult to reach through traditional channels. "Consumers are more likely to be open to change and will have shifting expectations, and they will also go into [this]year with a self-reliant mindset, knowing that they need to always be prepared for anything," Rachel Dalton, director of e-commerce and omnichannel insights at Kantar Consulting, said in an email. Despite 2021's unfulfilled promises, including a reopening that never took shape, many brands will continue to pin their hopes on something better coming around the bend. "People only change when they're forced to," said Greg Sterling, vice president of market insight at location marketing platform Uberall. Should You Buy A Franchise Or Start Your Own Business. In the US, the percentage of Gen Z shoppers using BNPL hit 36% in 2020, up from just 6% in the previous year, while rates for Millennials doubled. And it dramatically improved their ROI. Expertise from Forbes Councils members, operated under license. One company, RedBalloon, was spending $45,000 per month on PPC advertising. In that same study, users said theyre twice as likely to pay attention to in-game display ads than they are to ads on the internet. - Vix Reitano, Agency 6B, 7. These products are featured as the very first search results and again listed at the bottom of the page. But getting to the top of the top on Google is no small taskthe challenge, then, comes in finding new ways to stick out. The world has lain dormant over the past two years, and consumers are eager to get out and be active again. - Brandon Amoroso, electrIQ marketing, Audio is a key trend in 2022, particularly podcasts! Nearly 70% of companies are using or plan to use employees as advocates on social media. But as our digital lives and IRL existence continue to converge, there are also more and more ways to reach new audiences without getting lost in the mix. The explosion of TikTok, wider adoption of Reels and debut of YouTube Shorts marked 2021 as the year of short-form video and even shorter attention spans. Effective Customer Relationship Management (CRM) and Zero-Party data acquisition will be key to maintaining beneficial knowledge about consumers. Videos are a great medium to showcase company culture and in-depth benefits of what you provide, and theyre an easy way to get people excited. Simply put, more and more designers consider the mobile view first in their design process through such elements as optimized page loading, clean mobile-friendly navigation, and collapsible menus. Connectiontrue human connectionis key, and those four areas will be areas to watch in 2022. One marketing firm reports, Verticals such as healthcare, consumer packaged goods, and automotive, have run campaigns via gaming ad formats and have seen engagement increase by 10% year-over-year, and completion rates of 90%. Fueling Band Growth With Mutually Beneficial Partnerships, From television and film to music videos and social influencers content, the understanding of the power of organic, authentic, mutually beneficial partnerships to fuel brand growth has increased. Sometimes, a marketing campaign is so good that you nearly forget its actually a marketing campaign. "We've seen it coming like a glacier now it's moving into more of a tidal wave, where we're hitting a bunch of inflection points.". Reports from early 2021 show that Amazon captured 10% of the US digital ad market in 2020. The majority of marketers are using their employees in brand advocacy roles. A recent study revealed that mega-influencersthat is, Instagram users whose feeds reach between 100,000 and a million peoplehave seen their rates of engagement decrease by nearly 10% in the last two years. Businesses use ads with graphics in order to make content easier to comprehend and emotionally captivate their target audience, too. "TikTok has become a potent, performative trend universe where creators all jockey to build as much 'algorithmic equity' they can to achieve the most eyeballs on their content," Maher said. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Mobile video ad spending in the U.S. estimated to reach $53.9 billion by 2025. Transitioning from third-party cookies to first-party cookies could ultimately offer a more sustainable engagement tool. As a top choice for brand collaboration due to their focused, yet small, audiences drumming up strong ROI, microinfluencers comprised 91% of engagement across all sponsored posts last year, Kantar found. Phrasee, an AI program that generates and optimizes ad copy, worked with Wowcher, a deal-of-the-day site, on a recent Facebook ad campaign. Some companies, following Nike's lead, will make acquisitions that lean into existing strengths that easily translate to digital realms. While Instagram remains the reigning platform for influencer marketing overall, TikTok is drawing the attention of lesser-known creators as brands explore how the buzzy social video app fits into their strategy. More than 70% of gamers said watching video ads is their preferred way to pay for in-game content. By doubling down on content that reaches users through newsletters, interactive campaigns, or even by implementing hybrid events, creative marketers can stay on the cutting edge and make impressions that count. Studies have shown that more than 75% of consumers say they trust content from average people more than content from brands. Now what? In 2022, try running an A/B test on your websites most popular blog post and see if it helps increase conversion rate. Overwhelmed hospitals and patchwork pandemic protocols have cast a pallover the national mood. Traditional charts, graphs, or other content-heavy methods of communicating data can be cumbersome to consumers. This type of ad offers much better engagement rates and a $30CPM. One stat shows that every week marketers waste 5 hours and 36 minutes trying to improve their data processes (and fail). Captions on social media ads are another way advertisers are adapting to this trend. Advertisers are using AI tools to improve the way they test and optimize impressions, click-through rates, bid levels, and targeting. In 2022 and beyond, we may see the platform put even more emphasis on the sponsored products displayed in the users search results. But the average conversion rate is 9.55%. You can expect the vast majority of that newfound ad spend to go to short-form video ads. ", Director of e-commerce and omnichannel insights, Kantar Consulting, "There's an expectation, and more importantly, an opportunity for brands to be able to respond in real time to consumers right now," said Mark Figliulo, founder and creative chairman of the agency Fig. Campaigns at the same time must be adaptive to swings in the public mood, including through a more diverse media playbook. - Andrea Palmer, Publicis Health Media (PHM), An estimated 85 million people used augmented reality or virtual reality in 2021. Other companies have invested in non-paid brand advocacy strategies through social media. Copyright 2022 The Marketing Collective LLC. Outstream video is one option that may be a popular alternative in the coming years. In 2022, the world of content will continue to expand and evolve along with brands marketing strategies. How Organizations Can Craft Great Employee Experiences During Economic Downturns, Assuming Communication Has Happened Is The Biggest Mistake Business Owners Make, Growing At The Speed Of Trust When Trust Is Broken, 15 Smart And Effective Ways To Onboard New Nonprofit Board Members, 10 Cold Calling Strategies To Build Your Client List, 11 Steps That Help Companies Grow Beyond The Status Quo, 16 Ways Professionals Can Avoid Overcommitting Themselves. Influencer marketing continued to swell last year as brands tapped both big- and small-name stars, but microinfluencers are forecast to pull ahead and drive industry growth in 2022, Kantar and eMarketer predict. Why the change? Many questions remain, including whether or not Google's Federated Learning of Cohorts (FLoC) proposal will take off and where the tech giant will come down on solutions like identity resolution and fingerprinting as workable solutions. Ceros is the best way to create interactive content without writing a single line of code. Fortune 500 brands are starting to make in-game ads part of their marketing strategy. "It is forcing agencies to be more distinctive.". Compared to before the pandemic, customers now expect brands to speak authentically and with empathy. Not surprisingly, the advertising industry was rocked by the pandemic. - Melanie Marten, The Coup, 9. A recent Wyzowl report shows that nearly 100% of current video marketers say theyll continue using video strategies this year. To engage their audiences, many brands are finding ways to communicate data points in fun, visually simple ways. Creating opportunities for existing and potential customers to communicate directly fosters higher customer satisfaction and a sense of feeling heard. Attrition could be addressed in several ways. Weve put together 6 of the top digital advertising trends for 2022-2024. 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This visual approach allows brands to pack more individuality into their materials, striving to be more distinctive to viewers and enhancing visual storytelling. In an increasingly noisy landscape, one creative strategy is to forgo overpromising in advertisements and instead do some soul-searching to establish a marketing message that communicates a brand's core value. - David Kley, Web Design and Company. "Consumers are more likely to be open to change and will have shifting expectations, and they will also go into [this]year with a self-reliant mindset, knowing that they need to always be prepared for anything. Understanding the rise of the zero-click searchs importance is key, whether creative marketers are excited about it or not.