Global marketing trends to get on board with
Like most industries, the world of marketing is constantly evolving to accommodate external influences. While the global pandemic disrupted the market triggering marketing response strategies, the upcoming changes are all about optimising strategies accordingly. This article will explore some of the predicted global marketing trends which can be incorporated into future marketing strategies to help marketers put their best foot forward in 2022.
1. Mobile optimisation continues to rise in importance
In Australia, more than half of all online traffic is driven through mobile devices including tablets. Not only is the number of mobile users on the rise, but so is the amount of time spent daily online.
In 2020, the amount of time Australian users reported spending online (all devices) increased by 10%, totalling 6h13m a day.
As a result, mobile optimisation continues to increase in importance and can assist brands in garnering higher engagement, traffic and sales.
2. Content marketing continues to gain traction
Content marketing has gained traction over the past few years and continues to remain an important aspect of an overall marketing strategy. While many forms of content streams exist, marketers do not have to use them all. Focus on those that produce the best outcomes for your brand.
Specific content marketing trends to take note of are the continued importance of video and blogging respectively. While video is highly engaging resulting in a high ROI, blogging provides consumer engagement and conversion, whilst also aiding search potential.
3. Rise in social responsibility
As we uncovered in a previous article, the pandemic has triggered an increase in consumer support towards purpose beyond profit and this trend is predicted to continue.
According toa study conducted by Accenture 62% of customers want companies to take a stand on current and broadly relevant issues like sustainability, transparency or fair employment practices. Brands can benefit from this trend by highlighting their values and communicating them with their target audiences through responsible messaging.
4. Experiential marketing is expected to regain relevance
Experiential marketing allows audiences to interact with a brand/ product in a real-world situation using AR/ VR. While it started to gain traction prior to COVID-19, the use of experiential marketing came to a halt with the introduction of lock-downs and closure of public spaces. But as the world endeavours to get back to a state of normalcy, it is predicted that experiential marketing will regain its relevance once again.
5. Rise of hybrid events
Another change sparked by the pandemic was the shift from in-person to virtual events. As the world slowly starts to re-open again, a recent study by LinkenIn indicates that virtual and hybrid events will remain an integral part of event strategies.
6. Adopting of SEO strategies will continue to grow
Organic and paid search form an integral part of all online experiences.
In fact, 68% of online experiences begin with search.
And when it comes to online shopping globally, there was a 31% increase in the average value of online purchases specifically driven through SEO between 2020 and 2021.
It is therefore not surprising that SEO continues to form a major part of all marketing strategies. Best practices will consist of combining content creation, branding, IT, and content promotion to garner more traffic.
While marketers have spent the past year reacting to market changes brought-on by the pandemic, 2022 will be all about putting robust marketing strategies in place to, not only respond to market changes, but thrive. And if this sounds overwhelming, we are here to help! At The Brand Foundry, we offer strategic branding and marketing to elevate your business. We are passionate about what we do and would love to hear from you. Book a free consultation with us today.