Marketing Trends You Need to Know About

Media has become so fractionalized since the evolution of web 2.0 – since then it’s been a superhighway of innovation, practically impossible to keep up with a small marketing team. We’ve gathered the top 5 marketing trends of 2022 that you should invest time in researching and employing. Each of these marketing trends appear to be here to stay, as they say. Some of these innovations are real game changes, no matter the size of your business.

  1. Real-time-bidding media buying:  RTB media buying is based on an auction style purchase program where you have a supply side and a demand side. The supply side of this auction is the publisher with dedicated media to the RTB marketplace. Publishers may be part of many networks, meaning they can supply inventory to many buying platforms or demand side platforms. And as you may have noticed, the buying side is considered the demand side platform, often referenced as a DSP. There are also many DSPs serving several different SSPs. Both DSPs and SSPs cross paths on different platforms with the same goal – provide as much available inventory that they may sell using a DSP to make as much as possible.This platform works much like the stock market; high demand will be higher in price with low inventory. High inventory with low demand will be much more affordable to buy. And while this sounds like it may be bad media or leftovers, it’s not. It’s exactly the opposite, its premium media being sold at auction. You will find yourself on Fortune magazine, MSN.com, Yahoo!, Google, Vogue, and many more hot websites based on your targeting.  Speaking of targeting, there are a multitude of ways in which you can target using RTB. You may target specific sites, specific audience look-alikes by uploading your CRM data, specific demographic data, psychographic data, and even geolocation, or geoframing. The opportunities are limitless.  You can even buy space on podcasts and streaming media. You too can have a prime-time TV commercial when buying RTB. This is called over the top media (OTT).RTB is definitely one you wan to look into. You may pay $30 CPMs going direct and buying using a DSP can earn you a $8 CPM. How’s that for media efficiency.
  2.  Voice Search: Thank you Amazon for another complexity marketers need to consider with SEO. You want your product and / or service to be found as easy as possible, so you must entertain every way in which your target customer may search for you. Currently, it’s noted that 40% of all searches are voice searches. That’s not a statistic you can afford to run from. Furthermore, it’s reported that 71% of shoppers report preferring voice search over typing. Most of these searches are happening on smart phones – will you be found when your shopper asks Siri for a business? You better be. It’s anticipated that 33.2 million users will shop using their smart speaker this year.The most recent voice search statistics show that 38 percent of shoppers who have heard voice ads on smart devices find them to be less “intrusive” (Adobe, 2019). Thirty-nine percent indicate they are more engaging than TV, internet, or social media ads. Looks like there’s another place to spend your money on top of optimizing your website for voice search. Seventy-two percent of shoppers are enlisting voice search through a virtual assistant like Siri, Google Assistant, or Alexa.To optimize your site for voice search, it must have conversational content. A helpful method to accomplish this is to use FAQs and structured data. The structured data tells Google that this is an FAQ, therefore cuing Google to check here when relevant subjects are searched. FAQs may use conversational language by nature of the question and answer format. You may find frequently asked questions about your product or service at AnswerthePublic.com.  Long tail keywords just got longer – think about how you voice search versus thinking of keywords when typing. You’ll now want to incorporate these into your FAQs. And finally optimize your site for mobile first – with most folks searching on their phone, you want the experience to be stellar when they arrive so that conversion is inevitable. Remember to delight your visitors with a fantastic user experience and you are well on your way to voice search shopping conversion optimization too!
  3.  Social media stories: While SnapChat masterminded this concept, it does not look like these will disappearing like SnapChat’s app intends. While these only stay up for a few hours, it looks like the community at large, across platforms has fallen in love and these are here to stay for good. Now, Instagram, YouTube, Facebook, LinkedIn, and Twitter have jumped on board with these wildly popular media tactics. In fact, they keep spinning off new social tactics, like reels and TV, but none have been as popular as stories. Stories are fun to make, although time consuming, and requiring somewhat talented dexterity, they grab attention and drive action. Stories enable to post polls, ask this or that questions, add location, tag friends, add emojis, and more.
  4.  Social Shopping: Another term you cannot shy away from. The ability to sell to someone sitting on their couch scrolling is priceless. No need to get off the couch – before you know it, these boxes are arriving from all the fun stuff you found online last night. One of the most gratifying way your audience may shop. Both Instagram and TikTok have hit homeruns at mastering selling inside the application. Instagram has 1 billion users and 90% of them follow brands that sell on social. You can employ Instagram shopping by using the checkout with Instagram option on your website. This will enable you to tag products on feeds, stories, and reels, offer shopping in live demonstrations, ala cooking show with the knife and roaster you must have for the perfect meal. For an even slicker process, your Instagram can pull products directly from your Shopify store. How’s that for easy – well, there will be some programming, but the benefits are worthwhile here – the holiday season has begun, hurry and get this rolling!
  5.  Digital payment solutions: They key to number four is that you must accept PayPal, Apple Pay, Google Pay, or Checkout with Amazon. If your user needs to get off the couch to obtain their 16-digit credit card number, you’ve probably lost them. The frictionless customer experience is at its tipping point. The merchant that makes it easiest gets your basket share for that shopping sesh. These are fairly easy to integrate to your website. The complexity is that they do not work with many payment processors, so you may have to use a different payment processor for these transactions which will add complexity to the coding. You want to keep your original processor on non-social sales as you are most likely getting a better rate and is more efficient to keep your profit in your pocket than work harder to cover that cost.

These five tips are heavy hitters and should be considered as you go into this holiday season with your holiday campaigns. Each one of these bring something to aide in finding you, making folks aware, and converting sales. Best wishes for an incredible holiday shopping season for your products and / or services.

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