Marketing Trends for 2022 | INCAE Business School

Marketing Trends for 2022

03 de Enero 2022
Diego Ramos

If there's one thing the COVID-19 pandemic has taught us marketers, it's that having a strong online presence is a must. The need to create a website has gone from being an option to a necessity. Heading into 2022, your marketing strategy must also keep up with digital evolution to remain relevant.

This article will examine the ten marketing trends for 2022.

Marketing Trends for 2022 (Content):

  1. videomarketing
  2. Voice search optimization
  3. Virtual reality (VR) and augmented reality (AR)
  4. Influencer Marketing
  5. Conversational marketing
  6. Artificial intelligence (AI) and machine learning
  7. Live broadcast
  8. Audio content
  9. Organic SEO
  10. Inclusive marketing


Short form content is on the rise and doesn't seem to be slowing down. Instagram Reels, TikTok, and YouTube Shorts are some of the top video content channels today. Thanks to its ability to capture attention and generate stronger engagement than other content, video marketing is predicted to play an even more prominent role in marketing in 2022. One strategy is to create more short video content, as it has been discovered that the Instagram algorithm greatly favors Reels. In other words, more videos mean more exposure.

Additionally, email marketing campaigns, websites, and ad formats will incorporate more video content. The data analysis used to track video performance will be more sophisticated. As a result of the improved tracking technology, we will see more companies investing in video advertising.

For example, remarketing is a primary form of advertising that will integrate video marketing in a way that it has not done before. By using custom video content, you will be able to optimize for what types of videos you are retargeting to deliver the ads most likely to convert.
Likewise, user-generated content will dominate in video marketing. These mentioned fonts will not only save time but also help with performance. People are becoming more blind to traditional advertising. By leveraging influencers and customer-created videos, you'll grab your audience's attention in a much more authentic and meaningful way.

How to prepare for the rise of video marketing:

  • Spend time producing high-quality video content for your brand. 
  • Stay active on platforms like TikTok and Instagram Reels.
  • Collect user-generated content by encouraging customers to be a part of your brand.
  • Allocate more of your budget to video production.

Voice search optimization

48% of consumers use voice assistants for general web searches. To accommodate this growing number, more marketers will optimize their content for voice search. Unlike text SEO, voice search optimization involves a greater focus on keywords from long tail (more than three words) and question queries. Why? When people speak, they tend to ask questions in complete sentences.
To take advantage of the rise in voice searches, create content that answers people's questions. Think about the common inquiries that arise in your company. For example, if you are a veterinarian, you can expand your keywords to accommodate a more specific intent. Instead of keywords like "vet, cat vet, dog vet," try answering common questions like "What to feed a sick cat that doesn't want to eat?" Although it seems a bit random, this question is asked more than 1.000 times a month and may lead people to contact your company for more information or to plan a visit.

To stay current with this marketing trend, you can find the most frequently asked questions in your industry in places like Answer The Public or through keyword research tools like Ahrefs, Semrush, and Google Keyword Planner. Lastly, since half of searches are done on a mobile device, make sure your website is mobile friendly and has a fast loading speed to improve your SEO ranking.

Virtual reality (VR) and augmented reality (AR)

One of the marketing trends that will not only be evident in 2022 but in the coming years is virtual reality (VR) and augmented reality (AR). We will begin to see these technologies used to promote products and services, changing marketing forever.

First, what is the difference between virtual reality and augmented reality? Virtual reality creates a computer-generated reality that builds a fantasy world in three dimensions. Users are immersed in a new universe using virtual reality glasses and can interact with objects using their hands. On the other hand, augmented reality is based on the current setup of the real world, but with layers of otherworldly parts in it. In AR, users connect by phone or tablet to interact with that layered dimension.

Virtual reality and augmented reality are also often referred to as 360 degree marketing. Businesses use this type of g marketing to improve buyer awareness and increase purchasing decisions. Brands such as TOMS Shoes, TopShop, Oreo, Sephora and IKEA already use these technologies with success for marketing purposes.

Want more ideas on how to add VR to your business? Experts suggest that a good starting point for adding augmented reality functionality is to test it out on your business cards. A business card can be made interactive by creatively highlighting contact information when looking at it through AR technology. For a more immediate start, social media apps like Instagram allow anyone to create AR filters to share with their audience.

Influencer Marketing

"2022 is the year of the creator," says Brian Mechem, co-founder of leading influencer marketplace, GRIN, in these influencer marketing predictions for 2022. Over the past year, the influencer economy has grown dramatically and will continue to do so. By the end of the year, influencer marketing is expected to evolve into a $ 15 billion industry. This growth is due in large part to the rapid expansion of Tik Tok. Influencers have shown that their fans will follow them across platforms, providing more reach to both creators and brands.

Do you want to know what is really driving this trend? Facebook plans to pay creators $ 2022 billion through 20. With more influencers available and incentivized to offer content, more companies can find creators suitable for their niche. Almost half of marketers say they are going to spend more than XNUMX% of their budget on influencer content, as most see a positive ROI.

Ways to keep up with influencer marketing:

  • Invest more in influencer marketing efforts.
  • Prioritize the production of video content with its creators.
  • Don't limit yourself to a single social network or distribution channel.
  • Take advantage of influencer markets to optimize your partnerships.

Conversational marketing

Conversational marketing is a way of talking to your audience one on one to improve the customer experience and sales. These conversations can be done through live chat, chatbots, voice assistants, and more.

In 2022, as digital marketing trends are on the rise, we will see more conversational marketing due to its favorable business impact. Better communication with customers means that your business can shorten the sales cycle and significantly improve the marketing funnel. Time and money are also important reasons for this marketing change. After all, 80% of routine inquiries can be answered instantly with chatbots instead of a customer service representative.

To use this marketing trend effectively, personalization will be a crucial factor. Further automation through the use of AI will lead to conversions based on users' previous experiences with a company. Another direction that we will see in conversational marketing is the use of video chats. Unlike text-based chat, it will be more common for customer support and sales reps to set up video calls.

Artificial intelligence (AI) and machine learning

Web developers and engineers are no longer the only ones using artificial intelligence and machine learning. Marketers will also increasingly use these technologies in their day-to-day marketing efforts.

Martech advisor summarize that "Artificial intelligence in marketing uses online and offline customer data along with concepts like machine learning, natural language processing, social intelligence, to measure future actions of your audience. It allows you to target audiences with the appropriate message. at the right time through the relevant marketing medium to guide them through the marketing funnel ".

The more specific areas in which companies can use artificial intelligence and machine learning to solve marketing problems and improve processes include:

  • Customer segmentation and creation of personalized user experiences
  • Predictive analytics, such as purchase patterns and sales forecast
  • Chatbots and live chats
  • Paid ads such as programmatic ads, retargeting, and similar audiences
  • Dynamic price
  • Product recommendation engines

Live broadcast

Viewers find the live broadcast very engaging. In fact, viewing time for live content has increased by 250%. This format and the growing marketing trend is a great way for brands to authentically display their personality and values.
Live streaming will not only make users better engage with brands and feel more comfortable making a purchase, it will also change online sales. More and more channels are launching built-in shopping features that allow brands or influencers to recommend a product and share a clickable direct link during live broadcasts. Social commerce is a term commonly used to describe this form of social shopping experience, and in 2022 we will continue to see it gain momentum.

Features like Facebook Live, Instagram Live, Twitter Live, and YouTube Live are the most famous for this type of marketing. These features will become even more common and sophisticated across various industries as the year progresses.

Ideas for a live broadcast:

  • Organize a question and answer session to answer the most frequently asked questions
  • Announce the launch of a new product
  • Create a live shopping event

Branded audio content

The fatigue of being in front of the screen, the pressure of being in front of the camera and the flexibility of consuming audio content have driven this marketing trend to the forefront this year. Podcasts, social media audio, and editorial listening are included in the "audio content," something we will all see a lot more in 2022.

Since podcasts can raise awareness and dramatically increase recognition, more companies will follow this trend. 
The Rapid Rise of Social Audio App Clubhouse it's further proof that audio content is a growing marketing trend. ClubHouse isn't the only hot spot where live discussions take place. Instagram rooms and Twitter spaces also demonstrate the demand for audio content on the web.

Adding audio to your marketing mix will expand your content marketing strategy and even increase your website SEO. Google is now starting to rank podcasts on the search results page (SERP). So having podcasts or videos embedded on your page can help you increase your ranking potential. Also, consider transcribing your podcasts into blog posts to help voice searches capture more natural language.

This marketing trend comes at a low cost and has great rewards. 

Organic SEO

Driving traffic to your website through SEO is a solid marketing strategy that is going nowhere. In 2022, SEO will continue to be a leading source of new business and traffic for most companies.

The main change for 2022 is that we will see an increase in featured snippets. Featured snippets show up at the top of search engines and show a small portion of your article. They are proven to receive more clicks on your website and contribute to your credibility.

Prepare for the rise of featured snippets by following best practices including bullets, numbers, and full responses to organize your content and increase your chances of landing a snippet.

Other SEO Tips and Trends:

Blogging: If you haven't already, create a blog for your business so you can rank for more keywords related to your products, services, and industry.

Consider artificial intelligence: RankBrain's AI algorithm looks at your click-through rate, the time users spend on your site, and how valuable and well-organized your information is, as crucial ranking factors. Make sure to write good meta descriptions and produce useful content that people will want to spend a lot of time with.

Write long-form content: Search engines favor long-form content of 2500 to 3000 words or more. Spend time writing engaging content that covers a topic from start to finish.

Have a website optimized for mobile devices: almost 60% of all searches are now done on a mobile device. Confirm that your site is mobile-friendly to avoid critically damaging your SEO.

Follow the EAT principle: EAT stands for Experience, Authority and Reliability (for its acronym in English). Search engines take them into account to determine rankings. Work to develop a strong EAT around your company as a whole and the authors who write your content.

Inclusive marketing

An inclusive marketing plan is not just about displaying diverse images on your website or social media pages. As a marketer, you should already see how our world has changed and understand that being inclusive and respectful of everyone is the new norm.

Consumers look for brands that practice what they preach and are aligned with all values. If you are looking for customer loyalty and lasting respect from users, it must be an authentic brand. Let all individuals and groups recognize themselves in your marketing efforts and know that they can connect with your business.

Sonia Thompson, CEO of Thompson Media Group, Explain:

"Truly inclusive brands walk through all levels. That means building an inclusive culture, building inclusive teams, developing deep degrees of customer intimacy with the diverse clients it serves, and having quality relationships within their communities as well."

Inclusive Marketing Tips:

  • Enable diverse perspectives at all levels of your company, from your UX designer and marketers to upper management.
  • In each marketing campaign, try to star in a different group.
  • Tell true stories as much as you can. People need to know that the representation exists rather than a fictitious user persona.
  • Try to show people or stories that positively challenge common assumptions and stereotypes.
  • Tailor your marketing efforts to different cultural contexts to make your brand inclusive to different groups around the world.

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