marketing trends for 2022
The coming year will be a critical year in terms of digital strategy, especially with the situation we are currently experiencing. There is a saturation of products without differentiation. You can find the same thing in hundreds of shops, whether small, medium-sized, Amazon, or Aliexpress. This situation means that to differentiate ourselves, we have to put much more effort into developing a good brand experience strategy.
1 # The emergence of the Metaverse, virtual reality, and augmented reality
It’s been a long time since we’ve heard of Second Life, and I’m sure you’ve ever wondered what would have become of the project that was so popular in the mid-2000s. All it took was for Facebook to announce its name change to Meta and declare its intentions to make a strategic commitment to this format for marketers to pay attention to this issue.
The Metaverse is a digital reality that we will access through special devices, such as virtual or augmented reality glasses, in which we will interact with other users. Each of these users will have an avatar (their character in the virtual world) and will interact through objects in immersive worlds.
We are talking about a second digital reality. We will interact with our friends, work with our colleagues, enjoy our partners and even have a job in the digital space.
We all know that Facebook is a company that lives by selling ads. So during 2022, we will have to stay tuned to see how digital marketing evolves in the Metaverse.
2# Welcome to a world without cookies
Changes in legislation to guarantee and protect users’ privacy, along with the measures taken by Apple and Google in its Chrome browser to increase users’ privacy, have had us in an uproar in recent months.
Some advertising platforms such as Facebook have been seriously affected, and we have seen remarketing audience sizes. Audiences decrease, conversions drop, and their automated bidding algorithms for sales and conversions are compromised.
In this sense, in 2022, we will bet on first-party data. So-called first-party data. In addition, we will have to invest in the management and unification of the data we collect from each user and begin to establish the future of a world without cookies.
On the other hand, we will also see how Google and Facebook, who are already working on this, offer us alternatives. However, it remains to be seen whether they will be as effective as they have been so far.
3 # Quality content VS quantity of content
Google’s core updates this year have made it clear that Google wants to provide users with reliable, quality answers. This is why it will consider the authority of the domain for a given topic and the power of the content writer.
It has also made it clear that it increasingly understands the intentionality of the user’s search. It will therefore look for the best response to each search intent.
The changes in the SERPs will also make us think about what new opportunities there are, bearing in mind that Google is increasingly giving more and more results so that users do not leave Google by introducing new snippets.
4 # Featured snippets in Google searches
As discussed, Google will continue to be central to digital marketing. This year has seen one of the most significant changes in the SEO industry. With the growth of mobile and voice search, users are changing how they use search engines like Google. Being number one in the SERP results pages is no longer necessarily the goal.
You have probably noticed that your search and browsing behavior has changed over the last few years due to Google’s changes and the fact that we search for information faster when we are on the move.
Featured snippets and other information in SERPs mean that you no longer need to click through to a website to get the information you are looking for. It is right there on the Google search results page.
This information can appear in many places, but the most searched position is right at the top of the page, before the list of organic pages.
Over 60% of the search results returned by Google have now featured snippets.
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