Many marketers are wondering which digital marketing trends will reshape and define this season. People across the globe have lived under the shadow of the global COVID-19 pandemic for more than two years, and most industries have been strongly impacted by it. In 2022, however, the world seems to be returning to normal, and with it, industries. In the marketing sphere, marketers might be tempted to copy trends of the past, but there are unique trends surfacing for the summer of 2022.
The global healthcare crisis is indeed almost over, but that doesn’t necessarily apply to its effects. Although scientists and policymakers around the world have managed to keep the pandemic under control and life has mostly returned to normal, the healthcare crisis has already altered thoughts and feelings—changing consumer habits and wants in the process. Moreover, with the Russian invasion of Ukraine still ongoing, fears seem to be rising once again, despite the progress made with the COVID-19 pandemic.
Against this backdrop, let’s take a look at the key digital marketing trends that could reshape the summer of 2022—despite geopolitical issues and post-pandemic concerns.
Being aware, and not afraid
After so many global problems, it should come as no surprise that developing awareness and preparedness is now essential for both marketers and customers, and information to help audiences better understand the current global threats remain important. Just like the COVID-19 pandemic, the Russian invasion of Ukraine has seen numerous brands take action, with almost 1,000 companies stopping their operations in Russia. Many brands have also made donations to Ukraine, helped Ukrainian refugees with housing, and informed their audience about the invasion.
However, US consumers want to see brands take decisive action against Russia’s invasion, with most of them saying they don’t want their favorite companies doing business in Russia at all. Moreover, US consumers also think that companies should ensure the safety and well-being of their employees living in regions directly impacted by the war.
Creating personalized content
Not only should marketers remain aware of the new issues on the geopolitical agenda, but they should focus on creating personalized content to inform and engage their audience. According to a recent MarTech survey, 43% of the marketers questioned in the US, Canada and India said they are already making plans to provide more personalized content and offers. The focus seems to be on videos and virtual events—useful tools during the COVID-19 pandemic that could be used once again to make new information seem friendlier to audiences. Personalized content is also a useful tool when it comes to customer retention—an important goal for marketers, especially during uncertain times.
When it comes to personalized content, it is important to note that marketers now have the advantages of new technologies like customer data platforms (CDPs) and content management systems (CMSs) to plan and create new content for their brands.
Using new technologies
Technologies like artificial intelligence (AI) and virtual reality (VR) have undoubtedly changed our digital world even before the pandemic. They have proved to be invaluable tools during the global healthcare crisis for scientists, policymakers, and marketers alike. Fifty-nine percent of the marketers questioned for the MarTech survey who stated that they can’t live without AI, have highly successful marketing strategies. Moreover, 30% of all the marketers questioned said they are afraid they may be failing to leverage AI’s ability to predict customer behaviors in their strategies.
Using new technologies is now important in most businesses and industries, but few can benefit more than digital marketing. As most marketers already know, AI is one of the best ways to maximize resources and reduce repetitive tasks, and it is also extremely important when it comes to setting up campaigns and offers.
Although people around the world hoped that life would return to normal once the COVID-19 pandemic approached its end, new issues seem to be disrupting our future. With the geopolitical crisis in Europe evolving, and the effects of the pandemic still present, marketers should use new key digital marketing trends and technologies to maximize their results during the summer of 2022.
