Marketing Trends 2022

You should have these marketing trends on your radar.

At the end of each year, we look back at our own marketing strategies and plans, analyze the data and evaluate their success.

We also take a look ahead to the new year. We inform ourselves about current trends and keep up to date with them. We remember inspiring campaigns, which in turn give rise to new ideas that are recorded, developed and partially implemented.

Everything has changed since 2020, a lot has changed, new challenges had to be overcome and many of the things we had planned could not be implemented. But we can also take positives from this time, because the changes are creating new opportunities.

We would like to take a closer look at a few marketing trends. Perhaps one or two of these trends will also be of benefit to you and your company.

Trend 1: Social media

In 2021, social media was the number one marketing channel, just ahead of websites, and this trend will continue in the new year. The most important thing in social media marketing is to build a relationship with your target group, interact with them and turn them into loyal brand ambassadors. A lot is also happening in the area of social media e-commerce, online shopping is on the rise and social media channels are also becoming shopping apps and can be used directly as a sales platform. Shopable posts will be a major trend in the coming year.

Trend 2: Content

Gain, build and maintain consumer trust through authentic, creative, qualitative and user-generated content. With the PR element of user-generated content, you are perceived as even more authentic and trustworthy. You can gain additional credibility by quoting, mentioning or linking to external content.

Trend 3: Videos

The shift in communication from traditional internet tools to video content will intensify further in 2022. Google assumes that online videos will generate 80% of internet traffic by 2025. Short formats of up to 30 or 60 seconds attract the most attention from users.

Trend 4: Ethics and sustainability

Climate and environmental protection, resource consumption, fair trade, sustainability and ethics are important issues for consumers. Transparency is important here. Consumers want to know how a company works and how confidentially data is handled. More and more consumers want to support companies that have a mission or are committed in some way.

Trend 5: Artificial intelligence (AI)

The widespread introduction of AI is bringing about change. Through massive data processing, AI enables companies to develop personalized content and increase customer interaction.

Marketing Trends

“In the future, marketing will be more creative, more personal, more human … and more experimental than ever before.”

Trend 6: Data protection

Consumers are demanding better protection of their privacy and more control over their data. CRM tools, surveys and interactive content are therefore becoming increasingly important for success.

Trend 7: Personalization

Appreciation and an individual approach are essential prerequisites for future success. Direct conversations can significantly increase the brand experience and trust of customers and bind existing customers more to the company. Personalized emails convey authenticity and often achieve more interaction. Personalized websites analyze consumer behavior and ads that are geared to individual needs Marketing Trends 2022 are rarely hidden.

Trend 8: Augmented reality (AR) / virtual reality (VR)

AR and VR will grow strongly in the coming years. It uses digital visual elements, sound or other sensory stimuli provided via technology to overlay helpful visual content and information in the real world.

Trend 9: Hybrid formats and virtuality

Conveniently from home, in the office or live on site. Events, workshops, seminars and training courses will increasingly include digital components such as AR and VR. This allows all target groups and participants to be optimally addressed and offers participants significantly more flexibility, making them accessible to a wider audience.

Trend 10: Voice and visual search

Content on websites must be optimized for voice assistants. This is because voice-controlled search queries are on the rise. The trend for visual searches is also on the rise. Optimizing your website for visual search makes it fit for the future.

For a successful future, we should try out more “new things” or, as Ralf Weissbaum mentions in the editorial, “be courageous”. Communicate with customers, listen to them and respond to their needs using modern tools.

In the future, marketing will be more creative, more personal, more human, more influenced by social media and more experimental than ever before. We will be happy to advise you and support you in choosing and implementing the trends that will make you successful.

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