5 Digital Marketing Predictions

5 Digital Marketing Predictions for 2022

What does 2022 hold in store for agile marketers?

“While we are starting to see the light at the end of the COVID tunnel, it has shaped and changed the way we approach marketing. With budgets being cut and shifted towards a digital approach, this is a trend that will continue through 2022”, says Adclick Africa CEO, Velly Bosega.

Here are our 5 Digital Marketing Predictions for 2022:

1. Hybrid Events

Large organisations have adopted a hybrid approach when it comes to their AGMs and events. This enables them to still have a more personal, face-to-face approach with key clients and stakeholders while still allowing larger groups to participate online. And although the COVID-19 measures are easing, we don’t see many organisations changing to the way things were before. The online meetings and virtual conference models are here to stay.

Adclick Africa has helped large enterprises like Bonitas Medical Aid expand their reach and increase attendance to their AGM with the help of strategic digital marketing tactics. Ask us how!

2. Chatbots and AI

Chatbots and plugins will continue to automate processes for websites with large streams of traffic. They will aid in social media conversations, and social listening and provide even more value to the customer service journey than ever before. According to Forbes.com, “Chatbots have become useful content curators that generate much of what we see online through a process called “augmented advertising.” Another study reveals “In 2022 bots are expected to have 51% of online advertising revenues.”

Artificial intelligence (AI) will be adopted into marketing strategies and SEO approaches to be used as a business forecasting and prediction tool. You can use AI to look at the statistics of your audience’s online behaviour and pricing strategies to enhance your marketing activities.

3. Personalised customer journeys and content

It seems like every year we speak about personalized content. What is changing, is the format of your content marketing and advertising into more animated videos and interactive marketing techniques. Larger brands will start opting for this digital marketing approach to engage with their audiences, provide value and adopt a more personalized approach than before. B2B focused campaigns should have a strong focus on the content they generate in order to warm up your leads. Although it’s a slower sales cycle, the customer’s touchpoints need to be considered throughout the sales funnel.

A study by HubSpot revealed that interactive marketing is more than twice as effective in generating leads. Research from Adobe found that brands using chatbots (interactive marketing) have an 89% higher conversion rate and a 41% lower cost per lead than those who don’t use this form of digital advertising.

Another latest example of interactive marketing is Digital Out of Home Advertising. With the advancement of people-based ad tech, marketers can tie a formally traditional advertising medium, into the consumer ad journey to better understand cross channel campaigns and return on ad spend associated with Digital-Out-Of-Home.

Can you see how all of the trends go hand-in-hand and can produce a far more holistic approach to your digital marketing for both B2B and B2C audiences?

4. Consumer privacy and consent

We have been hearing and speaking about the Protection of Personal Information Act, 4 of 2013 (POPIA) for quite some time. And it officially came into force with consequences for employers to be compliant by the 1st July 2021. Click here to check if your marketing efforts are in fact compliant.

There is a direct link to the POPI Act. Section 17 of POPIA states “A responsible party must maintain the documentation of all processing operations under its responsibility as referred to in section 14 or 51 of the Promotion of Access to Information Act.”

This means that POPIA requires you to provide additional information in your PAIA manual. While there isn’t really a deadline on PAIA, some companies may fall into their “exempt” category. It’s always better to be safe by having an Access to Information Manual than pay a fine.

And more recently, the Information Regulator has changed the PAIA Manual rules. Previously, most small businesses didn’t need to have a PAIA Manual. From January 1, 2022every single business in SA needs TWO PAIA manuals. These must be in TWO different official languages.

Adclick Africa has compiled a PAIA Manual template that you can use to ensure you are ready for the 1 January 2022 deadline. Simply click here to get yours for free!

The privacy laws and the way in which you approach your digital marketing tactics will continue to be impacted throughout 2022.

5. Voice search

It’s estimated that voice search is growing at a steady rate of 20% adoption per year. And we see this trend continuing and more importantly being factored into many digital strategies. Keyword personal search assistants like Siri and the broader Google assistant are the most obvious examples in this category.

As voice search grows, marketers must adapt their strategies accordingly to meet the needs of this new audience. A great way is to develop your content around certain keywords or a single topic to improve your SEO and be found in these voice searches.

Contact the experts at Adclick Africa to keep abreast of the latest technologies and digital marketing trends.