2022 will be a year of transition for online marketers. The COVID-19 pandemic has disrupted the worldwide marketing scene and this has sparked the creation of new business models and apps. These and other variables will have an impact on online marketing developments in the coming year.

Some of the online marketing trends to watch in 2022 were already introduced in the previous five years but failed to acquire traction. Other trends, on the other hand, are relatively new and crucial for every company with an online presence. Here are Profound’s five key online marketing trends that you should take into consideration in 2022.

1. Cookie tracking will be phased out by 2023

Google plans to eliminate third-party cookies in its Chrome browser by the middle of 2023. However, the company urges publishers, advertisers, and marketers to implement technology that maintains privacy and transition their services to privacy-compliant platforms starting mid to late 2022. Google will post updates on the official Privacy Sandbox website, which seeks to deliver technologies that allow people to browse the web without worrying about sharing private data.

The year 2022 will thus be a watershed moment for online marketers and advertisers. Tracking cookies will continue to function until Google completes testing and implementation of new technologies that do not rely on cookies or covert techniques. Nonetheless, online marketers must plan ahead of time to adapt and transfer their services to privacy-compliant platforms to avoid setbacks or disruptions to their marketing and advertising plans once Google’s new policy is good to go.

2. Creating User-Centric content marketing strategies will be a must

The world of content marketing is no longer a one-way path. Instead, new techniques and strategies are emerging in response to changing consumer expectations and demand. Some of the most important are listed here.

Keep it simple Users demand high-quality material that is trustworthy and to-the-point. Marketers should consider developing material that answers their questions: a site like Answer the People is handy for getting an idea of what keywords people use in different niches.

Include user-generated content (UGC)
Embedding reviews, fan social media postings, and influencer material are techniques that focus on the consumers, demonstrating that your company is actively listening to and appreciating their opinions.

Experiment with interactive content AR (Augmented Reality) and VR (Virtual Reality) add new dimensions to your content, taking the customer experience to the next level and building new connections between companies and consumers.

Make the most of conversational marketing Storytelling is one of the most effective methods for delivering content that resonates with your audience. Instead of emphasizing service or product features, tell them touching stories about how what your company offers will benefit them, why they need it, and how others see it.

3. There will be more Meta madness

Many feel that Facebook’s rebranding as Meta, as well as its interest in the metaverse, is a hint of what the future of digital spaces may look like.

We know what you’re thinking. What exactly is the metaverse, right? This is essentially a virtual environment that revitalizes how internet users interact with one another online.

This means that online marketers may have to compete in a completely new environment. Marketers should be on the lookout for any possibilities that may arise in these virtual worlds as augmented reality (AR) and virtual experiences (VR) become more popular — real-time features, such as digital holograms, data overlays, interactive data, or augmented objects, are poised to play a significant role in making the virtual worlds such as the Metaverse feel like the physical world.

And with Niantic, the creator behind Pokémon Go, and Microsoft also announcing the launches of their own Metaverses, it’s clear this concept is gaining enormous momentum.

And it’s not all hype. Some analysts believe that AR and VR technology, which play such a crucial role in the Metaverse, could be as revolutionary as the iPhone was back in 2007 and believe that it may replace the smartphone as the primary connected device users carry around.

4. AI and online marketing integration will be expanded

If you’re a frequent internet user, you’ve probably come across chatbots. And these (virtual) assistants are just the tip of the iceberg when it comes to AI and online marketing integration.

Whether it’s AI influencers altering influencer marketing strategies or chatbots predicting what a customer will buy next, the sky’s the limit! This is because AI allows online marketers to examine data more quickly.

In a marketing environment, this will be advantageous since AI technology will allow them to sift through a consumer’s purchasing habits and history and utilize this information to produce better-informed product recommendations or ads.

For example, deep learning, which is enabled by Artificial Intelligence, enables computers to more correctly analyze user behavior and anticipate which segments are most likely to become consumers. Programs can provide specific information on which leads are likely to convert, allowing marketers to tailor their efforts based on detailed demographics – without wasting time on leads that are unlikely to convert and become paying customers.

Also, companies can use predictive analysis to learn about their customers’ interests and offer recommendations based on that information. Netflix and Amazon use this to recommend shows and purchases, respectively. It’s really powerful as a marketer to establish a set of data points that allow you to direct users to a specific product or service. Make it simple for users to solve their problems.

More effective targeting will not only increase conversion rates but will also keep the buyer satisfied. In some respects, this is related to the previously mentioned concept of building user-centric content and adjusting your brand to what consumers want and need. However, due to privacy regulations and users now having the option of opting out of tracking tactics(see iOS 14.5 update), effective targeting is becoming increasingly complicated.

5. Video marketing will become increasingly important to the success of online marketing strategies

Video marketing is the wave of the future. This may appear to be an exaggeration, but there are statistics to back it up. Google has revealed that YouTube reaches more 18-34 and 18-49 year-olds in the United States than any television cable network. And according to Facebook, video postings generate six times more engagement on the social media platform than photo or link posts on average. In addition, video views on Twitter have increased by 160 percent in recent years.

This means that if online marketers aren’t including videos in their marketing strategy in 2022 — missing out on the enormous popularity of features such as TikTok and Instagram Reels, in particular, and their almost monopolistic dominion on how online audiences consume entertainment —  they are passing up a major opportunity to build connections and trust with their audience. Video marketing is essential for developing consumer interactions because it offers a human face to the company, which increases credibility and loyalty among consumers.