TikTok continued to grow at the start of the year, becoming the most popular social media channel for Generation Z. Cryptocurrencies and NFTs were in the spotlight as financial innovations dominated the news.
It has been announced that Google will cease using “third-party cookies” by the year 2023, giving digital marketers and advertisers time to find alternative methods of reaching potential customers. In addition, the company recently renamed itself Meta to pay homage to its plans to expand its reach into the metaverse, 3D and absolutely virtual.
Overall, there are numerous promising advancements in the area of digital that will have a significant impact on how audiences are communicated with. Listed below are our top three digital marketing agency London trends that you’ll want to keep an eye on in 2022 in order to help you navigate the year ahead.
1. Focus on Short Video, Mostly DIY
The social media landscape has changed with TikTok abandoning tweets and status updates and picture-perfect photos in favor of short videos. Instagram was among the first platforms to adopt the feature, announcing the Reels feature, while Youtube began implementing the ‘shorts’ as it’s short video format.
A short video emphasizes the speed at which information is consumed and emphasizes the importance of succinct, interesting, and interactive content that encourages us to take part, whether through dancing, taking part in challenges, or responding to polls and surveys.
Brief videos like these are great because anyone can make them using a smartphone and they do not have to be super polished. Also, short videos that show candid side-by-side shots, DIY, and stories with a more unedited appearance appeal to a younger audience.
2. Building trust through transparency, privacy, and accountability
We have an overabundance of digital advertising, and consumers are becoming skeptical of the material they see. Digital marketers should get ready, in 2022, to face stricter privacy laws affecting their ability to track user patterns.
According to Google, third-party cookies will be rendered obsolete by 2023. Marketing and advertising strategies will likely need to be reassessed as a result.
Content based on data and marketing will remain relevant for some time to come. Targeted advertisements won’t disappear either. There is a bright side to this impending end to the digital monopolies that we are used to: we are entering a new era of trust and communication between companies and consumers.
Customers should be informed which data is collected for which purposes. Opt-out is conveniently accessible.
Avoid collecting more data than you need.
According to our research, more people are interested in “living authentically” than they ever have been, so you’ll likely see great results in your customer relationship when you follow this method of digital marketing.
3. Segmenting content
Most people use a segmentation tool for targeting customers based on their demographics, or interests, which means targeting those with similar characteristics.
In addition, it’s not uncommon for organizations to segment their communications into news and updates, offers and promotions, or e-newsletters.
In addition to opt-outs and opt-ins, brands need to pay attention to more comprehensive content marketing so users have the option to opt out or opt in of content.