What is the best way to start the new year, if not with predictions from digital media experts and digital marketing trends to look out for? I will be walking you through different trends to look out for this year so you aren’t caught sleeping on a bicycle.
Late last year, I had the opportunity to attend an event. The Association of Digital Marketing Professionals, ADMARP, hosted the event, and certain predictions were made. I will be paraphrasing some of the things the speakers said and then add my own take on what to expect in the new year (which will be italicized).
Let’s get this party started!
1. Artificial intelligence and personalization technologies will become more prevalent.
Ized Uanikhehi, CEO/CMO of Loose Media Limited, believes that AI and customized technologies will gain traction, allowing for improved advertising targeting. Furthermore, these technologies will provide superior insights that will allow marketers to target the most likely to buy clients extremely precisely, if not much more precisely. This year’s marketing will be more data-driven and less “try your luck.”
This sentiment is shared by me, since we have begun to see some tool gain reactions. Interest explorer, coonect.io, and copy tools like copy.ai are just a few examples. These tools can help you write better copy and target your audience more precisely.
Privacy is also what needs to be looked out for, as people are becoming more security conscious. This of course will be a lot more heightened in 2022. Marketers should in advance evaluate the effect this will have on the marketing activities.
Of course, as marketers, this is something we must consider. Last year, Facebook (now Meta) experienced a privacy issue, and users have been more security cautious since then. When it comes to data security, we need to make our users feel protected.
3. Platforms that now use algorithms will evolve, while those that do not will become algorithm-based.
Ized Zegbua believes that platforms that now use algorithms will evolve, while those that do not will become algorithm-based. There have been and will continue to be many algorithm changes in social media sites. To be relevant, brands must always evolve by knowing the algorithms at various times of time in order to ensure that their content is seen.
This is a no-brainer; we can observe how social network algorithms evolve over time. For example, Instagram launched reel, and we can see how interesting some of the content is. A marketer must stay current in order to maximize the platforms available to reach their target audiences.
4. Significant demand for performance marketing
Temitayo Ige, Beiersdorf’s brand manager for digital (Central, East, and West Africa), believes that there would be a significant demand for performance marketing, which will necessitate more data (1st party as much as feasible) and increased personalization.
5. Influencer collaborations will focus on conversions rather than just reach, awareness, and engagement.
I agree with Temitayo that when it comes to influencer marketing, brands will become more conversion conscious. Of course, depending on the marketing plan, there will be awareness-based influencing marketing. It will not, however, be solely dependent on awareness. Although Oluwapelumi Oyetimein, Partner, Blake and Kemp LLC and President, DigiClan, another speaker at the event, wants this to happen to influencers but doubts if this will happen anytime soon.
6. Growth Marketing will become mainstream.
Growth Marketing will become popular, according to Oluwapelumi Oyetimein, because many organizations are now more concerned in conversion.
I am personally looking forward to this particular one out of the other digital marketing trends.
7. More Video Creation Companies.
With Facebook and Instagram doubling down on video, Oluwapelumi predicts we’ll see more tools aimed at making video creation easier as businesses strive to capitalize on the trend. Mobile video will also continue to be a key play, according to Stanislaus Olusegun Martins, SSA at Meta, an agency partner.
This is highly possible because, in the final days of 2021, Instagram’s Head said on his official Twitter handle that the company will be doubling down on video.
8. Growth agencies will try to get things going.
As more firms become conversion-focused, Oluwapelumi believes that the need for better data analysis will rise, and those who can’t perform it will be at a disadvantage for rewarding employment. More growth-oriented agencies will try to get started, but the African landscape will not allow them to succeed.
I feel that data analytics is a critical component of marketing, and that professionals who want to stay relevant must improve their analytics skills. Regarding Growth agencies’ failure, I understand Oluwapelumi’s view, however, I am optimistic. Let’s see how it pans out.
9. The smartphone market in Nigeria and emerging markets is expected to rise in 2022.
Oke Umurhohwo, the marketing manager, itel Mobile feels that the smartphone market will increase because the sector will continue its rebound as the global economy returns to normal with the pandemic crisis slowly getting under control.
10. As mobile video continues to be a large part of showcasing new products, skit creators will continue to be a huge source of promotion and influence.
11. Offline marketing events including brand activation, student campus events, roadshows etc will regain dominance as the govt relaxes COVID-19 rules.
I agree with Oke, because as soon as COVID-19 era, brand activation and physical event marketing will resume. Oladipupo Ogunseye, marketing manager, CoralPay Technology, also agree that events led marketing to continue for fintechs in NG as many of the aim to achieve onboarding from ticketsales and event attendees. Brand sponsorship will also increase which will increase consumer awareness of ads and therefore, more creativity would be required to drive fintech marketing on digital.
12. Influencer Brand Partnerships to be increased
This will likely reduce the authenticity of Influencer relationships in fintech marketing over the course of next year. Every major brand is presently signing an ambassador or Influencer.
13. The rise of augmented reality and the metaverse.
In 2022, Stanislaus Olusegun Martins, SSA at Meta, predicts that augmented reality will continue to be one of the best options for digital marketers to effectively advertise their products. He also advised digital marketers to research the metaverse and the function it will play in the digital arena in the next months and years.
I agree with Martins that Metaverse will become more prominent in the coming months, if not this year, then in the near future. I wrote an article outlining the Metaverse and how to position yourself as a digital marketer. This is one of the digital marketing trends that will actually become a reality
14. The cookieless future is here.
We need to start preparing for life without cookies. Google has a plan to remove third-party (3P) cookies in Chrome and Apple to remove access to devise identifiers on iOS.
He urged marketers to examine their processes to see how the actions of internet giants like Google and Apple may affect their capacity to target specific consumers.
I’m going to talk about these fourteen digital marketing trends today. As a digital marketer, we need to stay on top of trends and subscribe to sites like this and podcasts, among other things.
Here’s to a fantastic 2022!