It’s almost hard to predict what prospects the future of digital marketing agency may bring since the industry is changing so quickly and drastically.
In the last year or so, we have seen the emergence of new technologies, a kind of social media backlash, and influencer marketing’s development into a strong and independent marketing channel. What do I believe to be the most important trends in content marketing for 2022 and beyond?
I believe that there are three key developments in the field of digital marketing that everyone will be discussing.
The first is that firms are once again prioritizing content marketing as their primary marketing strategy. They are now investing much more on content marketing. More than two-thirds of businesses will increase their content marketing spending in 2022.
AI Generated content
AI-generated content is the second major trend. The potential of an AI-driven content marketing approach will start to become clear. AI will start putting pressure on us to reevaluate what we generate and why if 60–70% of the stuff we produce isn’t utilized.
You may not be aware of this, but for more than two years, media like the Washington Post and others have been creating templated material using AI (think of sports scores and highlights or crime reports).
We examined a couple of these services, but we weren’t able to find any that could create long-form blog material or articles that were anything close to the quality needed to rank for search or meet technical or business thought leadership standards. But it may not be too far off.
Employee activation is the third most important trend. Our finest storytellers are our current workers from throughout the organization; AI will tell us what to develop. Every business requires a plan to engage these people as content producers and the best means of disseminating that material.
The Paradox of AI, as I like to refer to it, is that we will need our inside experts to produce and distribute that material more and more as robots tell us what to do.
There are a few things we can agree on. There is little doubt that content marketing will remain popular for some time. But as we approach 2022, what additional developments in digital marketing can we observe? Although smart speakers and “assistants” have been around for a while, they truly began to gain popularity in 2017 and 2018, as people became less embarrassed to speak to their phones and a variety of new consumer electronics, such as Amazon Alexa and Google Home, hit the market.
More marketing possibilities will arise as the number of smart devices powered by voice search increases. When it began to offer less expensive Kindle devices in return for consenting to receive marketing emails, Amazon saw this possibility. Targeted Alexa advertisements are already planned, and the other gadgets will undoubtedly follow. For a time now, artificial intelligence has increased the possibilities in the field of digital marketing, but over the next few years, we’ll see exponential growth in this technology’s capabilities.
As machine learning algorithms get more advanced and are able to mimic humans with near uncanny precision, chatbots will start to replace real operators more and more often in customer care.
Chatbots allow you to capitalize on the trend of marketing becoming more conversational and customized without putting extra load on your staff or resources.
Advertising also makes use of AI. Google is already using AI-powered advertisements to improve campaigns by finding the best-performing ad styles and language and automatically updating depending on user interaction, even though it hasn’t nearly reached human levels of creativity.
Social Media’s Future
Social media still has an opportunity to expand, despite what you may believe. The rise of these platforms is not going to slow down any time soon, even if the future of social media may take the shape of something, uh, more social.
Social media will go on infiltrating every aspect of our life and fully integrating with both online and offline services.
In what ways does this affect marketers? As the AI algorithms employed in social media get more advanced, there will be a greater potential to understand each client as a person and a chance to provide highly targeted offers and services.
Micro-influencer marketing’s rise
Influencer marketing has already become quite popular in recent years, with top influencers gaining millions of followers and earning six figures a year through deals with brands on platforms like Instagram and YouTube.
Influencer marketing, however still in its infancy and providing a tremendous ROI when compared to more conventional advertising methods, is not without its problems.
It’s still an issue to deal with fake followers, and there have been some famous instances when brand/influencer partnerships have gone wrong.
As they publish an increasing number of sponsored pieces, well-known influencers are also beginning to lose some of their authority and the effect of their recommendations.
It will make sense to spend more in “micro-influencers” — those social media users who have a much smaller but devoted following and can convey really authentic marketing messages to a trusted audience — as consumers continue to favor personal recommendations over being marketed to.
The strength of an influencer will not be determined by the sheer number of followers they may claim, but rather by the personal connections they have made with each one.
The Usage of Augmented Reality Has Increased
Do you still recall the 2016 Pokémon Go crazy? The smartphone game served as a fantastic illustration of how augmented reality can be used to video games as well as a marketing opportunity, as companies grabbed at the chance to sell to players who were hoping to capture a Pokémon or two just outside their door.
The use of augmented reality extends beyond video games. It is increasingly being utilized by printing agency and advertising agency to connect with consumers.