Marketers still face a landscape disrupted by the pandemic challenges. And that’s all about new business models, new technological applications changes in mentality, what worked for your digital marketing strategy in the past might not work today. With 2022 on the horizon, marketers still need to find newer ways to digitally attract new consumers being post-pandemic while harnessing the potential of technological innovations.
On the eve of the Christmas season, marketers around the world are prepping for a successful 2022. With this goal in mind, here we’d like to list some trends your team should think over to put into your digital marketing strategy:
Artificial Intelligence Trends 2022
We would like to pay your attention to the growing popularity of Artificial Intelligence as a digital tool for marketer.
Japan, Japan, Tue, 05 Oct 2021 03:01:06 / Comserve Inc. / MarketsandMarkets expects the global enterprise Artificial Intelligence (AI) market to grow from USD 845.4 million in 2017 to USD 6,141.5 million by 2022, at a Compound Annual Growth Rate (CAGR) of 48.7% during the forecast period.
AI technology can help companies conduct business forecasting and predictions. For example, AI tools enable the analysis of thousands of matrixes to produce precise extrapolations for demand and growth forecasting. Moreover, health care, finance, and other industries can use AI-powered tools to formulate digital strategies to attract and retain customers.
We believe businesses will rely more on AI tools for digital process automation, such as using conversational AI and robotic process automation (RPA) to provide an automated response to customer queries. This could ultimately improve the business’s customer service satisfaction score.
Marketers can also use AI-based content planning and optimization tools, AI-powered email marketing tools, and AI-based digital advertising tools to streamline their digital advertising operations.
We can expect the rise of AI–Companies in industries like retail, banking, and healthcare are already starting to use artificial intelligence in their marketing efforts.
Marketers are exploring AI applications that can predict what customers are likely to buy in the future based on their past purchases and browsing history.
Artificial Intelligence (AI) will continue to spread, but it won’t bring marketing success on its own. Such tools as Salesforce and HubSpot for brand building and selling. However, brands are forgetting about creativity and its impact.
In today’s digital landscape, a typical marketer will over-index on the data served by their AI solution, as opposed to relying on the human intelligence that is based on a counterintuitive assumption. Yet, human intelligence remains central to understanding certain combinations of behaviors.
AI-Powered Influencer Marketing – Valued at $9.7 billion in 2020, the influencer market is estimated to reach $15 billion by 2022, with most marketers reporting that they budget over 20 percent of their spend on influencer content.
The next phase of influencer marketing will involve the widespread adoption of AI in everything from influenced identification (with AI watching and assessing millions of influence videos faster and more efficiently than humans can) to performance influencer marketing. In this predictive AI-powered model, you only pay for the conversions and sales influencers produce, which looks good for your ROI!
Virtual Assistants. It’s been estimated that the market value of voice search shopping will hit $40 billion by 2022, while consumer spending via voice assistants will reach 18 percent.
Odds are, your business already uses a virtual assistant to automate customer service needs through applications like efficiently handling customer inquiries on social media channels, email marketing, and other online platforms. There are a multitude of benefits associated with virtual assistants or “chatbots;” they include:
- Chatbots can answer consumer questions without company interventions.
- The AI powering the chatbot gives it a distinct personality, which grows up the customer experience.
- Chatbots increase customer interactions by giving a personalized and enjoyable experience.
So, it is evident that AI technology will proceed to grow as an automated tool for handling customers.
Machine Learning Trends 2022
The global machine learning market is expected to grow from USD 1.41 Billion in 2017 to USD 8.81 Billion by 2022, at a Compound Annual Growth Rate (CAGR) of 44.1%. The main driving factors for the market are proliferation in data generation and technological advancement.
Personalized recommendations received from YouTube and Netflix, Smart Home Assistance, Voice Recognition, Conversational chatbots, etc., are the greatest examples of the ML technology. Machine learning is the sub-branch of Artificial Intelligence and one of the technologies that have grown in popularity with time.
The days are gone when digital marketers were sitting and analyzing a huge collection of data and reports to develop the right marketing strategy. Now, machine learning brings a change in analysis and reporting. ML-powered tools will help with generating the right insights based on the customer’s data and testing new strategies to define the failure or success of any campaign. Some major areas where ML playing a big role:/p>
- Better search engine results – Question answers, featured snippets, lists, videos, etc.
- Lead scoring – Analyzing the consumer touch-points and assessing the lead quality.
- Data analysis and reporting – Campaign recommendation based on the data.
- Trends analysis – Analysis of the past data and generating insights for decision making.
- Natural language processing – Sentiment analysis.
- Content personalization & recommendation – Syndicating the right content to the right audience for better engagement.
- Customer servicing – Studies indicate that 57% of major executives believe this is the area where machine learning can be most beneficial.
Even different marketing & advertising platforms already started exploring the opportunities to implement machine learning on their channels. Like Google searches are now smarter and accurate; the search engine now understands the nature of the query and gives the desired results for better engagement. The ML-powered engines are now working on their algorithms to provide better data and insights.
Augmented Reality Trends 2022
For the next few years, it is expected that AR will compel every business to leverage it in some way to drive growth. According to Statista.com., the AR-VR market will grow up to $209 billion by 2022 worldwide. Additionally, the report states that the AR and VR application downloads are expected to reach 5.5 billion by next year.
Virtual stores are going to change the way people shop. A virtual showroom converts an empty room into a digital one completely and helps customers explore a variety of products.
By 2022, it is estimated that a vast majority of Ecommerce stores will incorporate more virtual try-on technologies. This will help customers with what they’re buying. For example, the AR-embedded mirrors enable customers to ‘try on’ their desired clothes or shoes without actually wearing them.
Augmented Reality makes it possible to easily tour a shopping mall and find what they have been looking for exactly. In-store navigation powered by AR mostly comes in the form of a mobile app.
AR-driven apps can help shoppers find an optimized shopping route, show the desired product’s exact location, and even guide them to gifts and discounts sections. In some years, interactive user manuals will become the norm.
Retail possibilities
It is forecasted that retail E-commerce will proceed to grow. The current coronavirus pandemic also is changing the retail E-commerce landscape, since it shut down many physical storefronts temporarily. Online retailers or those who invested in E-commerce retail significantly increased their revenues.
The world statistics show that between Q2 2018 and Q2 of 2019, 59% of shoppers in the US purchase clothing online rather than from conventional stores. And this also spreads to FMCG goods globally. Obviously, retail businesses that have an online presence are able to leverage multiple points of sales, instead of just one at their physical stores.
Omnichannel retail implies distributing your goods over different channels, such as social media, marketplaces, brick-and-mortar stores, and other options. Placing products on all popular platforms certainly impacts their visibility across the Internet. According to data gathered by Google, omnichannel strategies drive 80% more incremental store visits.
Conclusion
In conclusion, we would recommend to build up your strategy continuously updated in accordance with the changing market trends. Search engine optimization is a major player that gets you more business through digital marketing in the long run.
AI, ML, AR technologies are transforming the traditional way of digital marketing. Being updated with the latest tools and platforms to leverage your digital marketing strategy would be the right choice. Exploring the different aspects of digital marketing by experimenting with each platform will help you stay ahead of the competition.