Mikhail Epikhin, Marketing Director of Roistat, about what changes in digital marketing should be taken into account by companies, what technologies are coming to the fore, and what promotion methods will be popular next year. With examples, statistics, and research links.
Marketing Trend # 1: Short Videos
Following the explosive growth of TikTok, social networks and services created their platforms for short videos – Reels from Instagram and YouTube Shorts from Google. Short videos are the primary trend in social media and a critical ad format for the next few years.
Brands will continue to invest in short formats and create content in small videos that will drive traffic through social media. According to a study by Elite, 66% of respondents would prefer to watch a short video to learn about a product. Therefore, marketers will go to services where the audience watches short videos for extensive reach and traffic.
Marketing Trend # 2: Social Responsibility And Brand Transparency
In 2020, Edelman found that consumers consider trust a significant factor in their purchasing decisions. This idea only strengthened amid the pandemic: users are ready to buy and return to brands they trust.
Trust doesn’t just come from the last successful brand engagement. Users demand more responsibility from companies for product, service, image, and value. If a company violates principles that it actively advocates, consumers can turn away from it.
Users expect brands to be transparent and openly declare their position on social media. It is easier for the audience to associate themselves with a brand that shares their views on the environment, principles of consumption, freedom, and other areas of life. According to Hubspot, 33% of marketers surveyed consider social responsibility an effective marketing trend.
Marketing Trend # 3: Inclusiveness
Consumers want more than just news of the latest sales. They expect brands to be inclusive – to include in brand communication mentions of all possible communities, representatives of different ages. It is essential for users that communication with the brand reflects all users’ interests, tastes, experience, origin, and certain groups.
Deloitte surveyed consumers worldwide and learned that young audiences are paying attention to inclusive advertising when making purchasing decisions.
The request for inclusion needs to be considered when building your marketing. It is worth exploring the audience deeper and creating inclusive content for all buyers. Perhaps even use them in advertising.
Example: In early December, the Russian branch of Google launched a series of advertising videos about Google Search, timed to coincide with the International Day of Persons with Disabilities – December 3. People played the leading roles with hearing disabilities.
Marketing Trend # 4: The D2C Model In Advertising
D2C (direct to customer) is a communication model between a company and a consumer when the interaction occurs without intermediaries. The company does not use marketplaces and retailers but communicates directly with customers through its platforms – an online store, website, social networks.
D2C allows consumers to feel cared for by the brand. The company will pack the product beautifully, give you a discount card, and deliver the purchase to your doorstep at a convenient time. All communication is done through a suitable application, website, or chat with a bot.
In 2022, companies will continue to develop their communication channels and attract audiences to them. Those who create an ecosystem will significantly benefit – a single space with many services inside and with access through one application.
Marketing Trend # 5: Convenient Payment Formats
If you want to increase sales, provide users with possible ways to pay you. Payment services, installment plan, bill payment – don’t be limited to one thing. Use the most popular payment formats among users:
- Shopping in social networks – a store has appeared in WhatsApp, VKontakte offers to make purchases through its own and third-party services – for example, you can buy from the social network on AliExpress without going to the marketplace website.
- Shopping with chatbots – Online stores integrate chatbots that answer questions and accept payment. For example, in the Baggins coffee shop, you can buy coffee through a bot in Telegram.
- Voice purchases – Yandex has already taught Alice to accept payments; companies will create voice assistants to make purchases.
- One-click payment – if there is no way to pay via Apple Pay, Google Pay, Samsung Pay on the website or in the application, the user can cancel the purchase. It is long and boring to drive in bank card details, and besides, you can make a mistake.