Digital Communication is here to stay. Although the first e-mail was sent in 1971, it is widely accepted that digital marketing only took off in the 1990s. However, it was in the last half of the 2010s that digital marketing has become the mainstay of advertising, bringing about a true digital transformation. With global connectivity, even the strategies of the last decade have become “traditional” like email campaigns with catalogues of promoted products for example; BitStarz $5 deposit bonus. Therefore, the need to enhance available technologies and develop new communication channels is essential for all marketers.
What are the top Digital Communication Trends for 2022?
Artificial intelligence is the technology behind many services, including content creation, chatbots, and search engines. According to a PricewaterhouseCoopers survey from over 1,000 U.S.-based companies, 52% have accelerated their Artificial Intelligence adoption plans. The main benefits include: creating a better customer experience; improving decision-making; innovating products and services; achieving cost savings; and improving productivity.
Artificial Intelligence can also analyse consumer behaviour and search patterns, and use social media, like Instagram and blog posts, as an online customer data platform to help businesses understand how new customers find their products and services and how existing customers stay interested. Google’s implementation of AI has allowed their search engine to understand with higher precision what people are looking for and what kind of content best serves their search intent.
Programmatic advertising is the process of using Artificial Intelligence to automate ad buying. By removing humans from this process, companies receive a more reliable and cost-effective solution to their needs. One popular application of programmatic ad buying is real-time bidding (RTB), which uses real-time auctions to buy guaranteed ad impressions in advance from specific publisher sites.
Chatbots have made modern marketing more conversational than ever. 82% of consumers have a preference for having their questions answered immediately. They are available 24/7 and recall customers’ entire purchasing history. These virtual assistants offer outstanding customer service by meeting customers’ expectations and automating repetitive tasks.
Other methods used with chatbots include personalized messaging using videos and emails, and virtual selling assistants.
Conversational marketing facilitates a personal, instant connection between marketers and customers; freeing up resources for more important work.
Social Media: Stories and Messaging apps
Snapchat was the first company to ignite the concept of “Stories.” Then Instagram and Facebook came along, and eventually, YouTube, LinkedIn, and Twitter unveiled their own story formats using different names.
Stories are posts that disappear after 24 hours. This simple concept of stories allows marketers to share genuine content and connect on a personal level with their audience. The different ways in which stories are used include polls within Instagram Stories; links to social media Stories; Snapchat Geo filters; location tags; and live video stories. This has also led to influencer marketing, where brands pay people with high social media followings to advertise through their personal stories.
Social messaging apps are no longer just used as social networks and participating in discussions around hot topics. WhatsApp, Facebook Messenger, and WeChat — have 4.5 billion users combined, more than Facebook or YouTube. Social messaging apps are another execution of a conversational marketing strategy. People expect businesses to have a presence on messaging apps because it’s a direct and easy way to interact with them.
Some reasons more companies should use mobile communication include: cultivating contact; delivering timely information; involving people in events; regaining potential customers; providing support and assistance, and boosting sales.
Visual search is a new method people use by uploading an image into the search engine. Two companies that utilize visual search are Pinterest and Google.
Pinterest launched Lens, a visual search tool that allows users to take a photo of an item to find out where to buy it online, search for similar products, or view pinboards of related items. Lens recognizes 2.5 billion home and fashion objects and has inspired over 600 million searches on Pinterest’s mobile apps and browser extensions. Since its launch, they have seen a 140% growth in Lens usage.
Pinterest uses features such as Pin codes (QR codes to inspire shoppers), Idea Pins (similar to Snapchat or Instagram Stories that use multi-page video formats), and AR Try (an augmented reality feature for testing new eyeshadows from leading brands such as Lancome, YSL, Urban Decay, and NYX Cosmetics.)
Google Lens is Google’s visual search engine, which recognizes objects and landmarks through a camera app. When users take a photo of the items, they can find similar products and where to buy them; save contact details; add events to their calendar; learn information about the product, building, landmark, or animal species.
Live streaming is a relatively new concept in the Western world, but in China, it’s common and extremely popular. In the first half of 2020, one-third of China’s internet users — approximately 309 million people — tuned in to a live streaming shopping session. Coresight Research forecasts that live stream shopping will generate $25 billion in sales in the U.S. by 2023.
Two early adopter brands in the U.S., Levi’s and Tommy Hilfiger, have plans to start running live stream shopping events. Amazon, Facebook, and Instagram are set to follow suit.
While livestream e-commerce is still new, consulting group McKinsey recommends starting with infrequent streams focused on 1-5 products and relying on TikTok, Instagram, Facebook or Amazon Live. Later the company can move on to a “dedicated in-house team or agency staff to plan and develop content for livestreams, including storylines, scripts, and hosts or influencers” and broadcast them across multiple platforms.
With the introduction of General Data Protection Regulations (GDPR) and stricter privacy laws, email marketing has become less powerful. Additionally, younger audiences prefer fewer communication channels when engaging brands.
Browser push notifications are being used by more and more brands for internal communication — and they are getting more sophisticated and personalized. In fact, using personalized push notifications increases conversions of 7% open rate for segmented push messaging compared to a 3% open rate for generic, broadcast messages (a 2x improvement), and 54% of users convert from a segmented push notification, compared to only 15% for broadcast messages (a 3x improvement)
Notifications triggered by behaviour are being used to re-engage people who have shown interest but failed to convert, and to recover revenue from abandoned shopping carts:
Notifications can even include images and CTAs to maximize conversion rates from such efforts:
Interactive content is one of the fastest-growing digital marketing trends in recent times. In 2022, we’re going to see a shift from traditional text-based content toward dynamic, engaging content that offers users an immersive experience, such as quizzes and polls, embedded calculators, augmented and virtual reality ads, and 360-degree videos.
Here’s an excellent example of a 360 VR video :
Interactive content is more engaging, more memorable, and more likely to generate the results your business needs. People like it not just because it’s fresh and original, but because it makes them feel more connected to brands and more involved in the buying process.
Social commerce has existed for a long time but only really came to life recently when two popular online platforms, Instagram and TikTok, utilized them.
Instagram has 1 billion users and 90% of them already follow active shopping brands, with many visiting these profiles daily, making it one of the current main trends of digital communication. Brand profiles on social media are a form of native advertising, also formerly known as advertorials. Instagram offers Live Shopping – an implementation of live streaming, and Instagram Checkout – directly, seamlessly, and securely selling products on Instagram.
With 1 billion monthly active users, TikTok launched TikTok Shopping, which allows creators to add a shopping tab to their TikTok profiles.
The year 2022 will be a watershed year for the marketing industry, as the digital space harnesses other communication channels to retain customers and reward loyal customers. Mobile platforms, customized content campaigns