The Five Biggest Marketing Tech Trends In 2022 – Forbes
Within 2022, the ongoing global pandemic has continued to accelerate the particular uptake of digital and cloud technology in every business function, with marketing certainly being no exception. Of course, marketers have always been keen early adopters of any new tech trend – from big data analytics to social media and artificial intelligence (AI), it’s often been in marketing departments that we’ve first seen them becoming put to work and generating results.
The particular coming year will be no different within this regard. Marketers will continue to deploy technological solutions in order to adapt to our increasingly online and digital way of life. Brands plus organizations will certainly adapt in order to the challenges of measuring and reacting to changes in consumer behavior across an ever-growing number of channels – with extended reality and metaverse, in particular, growing in popularity. There will also be some unique difficulties – significantly, this includes the end of cookies that’s due to take place in 2022. To cope with this, entrepreneurs will have more tools than ever at their disposal, powered by increasingly sophisticated AI and analytics.
So here’s my overview of what I predict will be the most important trends in marketing within 2022.
Artificial Intelligence-driven marketing options
AI has been a part of advertising for a good while now – just look at Facebook or Google advertising or any of the thousands of other services that use smart algorithms to serve up advertising in order to potential customers. In 2022 we can expect to see the growth in the use of natural language processing (NLP) solutions designed to create marketing and advertising copy that will pull in an audience, as well as identify where products plus services are being discussed on social media . Chatbots will become more sophisticated, and always graduate from offering simple customer service advice to interacting along with prospective new customers in a marketing role.
AI and machine learning may increasingly be used to deliver the “360-degree” customer view that online marketers have long strived for in an automated and targeted fashion. As more plus more internet marketers come in order to trust and understand the value that AI brings to marketing processes, the particular amount associated with value it drives can carry on and grow.
Overall, the most valuable AI use cases will continue to be those concerned with making sense of the huge explosion within the amount of data available to organizations today. A large part of this will certainly be customer data, but organizations will certainly increasingly appear towards third-party and external data sources in order to find insights that will help bring products and services to market. Increasingly, marketers may look in order to data-driven storytellers and storytelling to make sense of these insights, which are simply too complex to be efficiently conveyed through traditional dashboards and visualizations.
Mixed reality plus the metaverse
It’s fair to say that marketing experts haven’t quite made upward their minds about how to tackle the metaverse yet. The grand idea of interconnected, persistent digital realities exactly where every aspect of our own lives can be played out online is still a little way off. It’s a different story, however, for some of its fundamental building blocks, such as extended fact – which encompasses virtual, augmented, and mixed actuality (VR/AR/MR). These technologies will certainly play a key role when the time associated with the metaverse does come to pass, but they are already getting heavily co-opted into advertising strategies plus initiatives. Within 2022 it’s possible all of us will start to see them being deployed in a lot more connected ways as individual metaverse visions like Meta’s Horizon start to come together.
AR, in particular, will continue to play a strong role in many marketing and advertising strategies, thanks to the ability it gives us to try out virtual representations of real products, from clothing in order to home furnishing, in real-world environments. Not only does this particular potentially reduce rates of return simply by allowing customers to see how items will look within their homes, it furthermore provides more immersive and experiential electronic shopping experiences, which is proven to drive brand engagement and loyalty.
But VR, too, could come into its own as a marketing tool in 2022, with the increasing availability of affordable headset technology . This can make digital product showrooms and even shopping malls a possibility for brands looking to demonstrate their products in more immersive methods. In real estate marketing. it will increasingly be applied to let potential buyers tour plus view properties they are interested in. And new technologies for example haptic feedback devices that allow users in order to “feel” within VR even offer the chance to get “hands-on” along with products in ways that were not previously possible.
Of course , the particular metaverse itself is likely to provide plenty of opportunities for marketers once this gets away the ground – with sponsorship possibilities at virtual events likely to generate plenty associated with revenue, and we are likely to see this beginning to happen during 2022.
Micro-moments plus hyper-personalization
Micro-moments are selling opportunities that may last just a few seconds that can now be identified by brands due to increasingly advanced tools available for measuring and predicting client behavior.
Developing the ability to spot plus respond in order to these moments with personalized marketing approaches will be a key priority with regard to many entrepreneurs in 2022. Today, consumers expect manufacturers to understand and respond to their own needs as individuals, providing them along with something that’s unique to them at the time and place that they need it. An example is when a company like Expedia or TripAdvisor is able to identify when a potential customer has arrived in the new city and provide all of them with hotel or restaurant recommendations.
Technology, including AI and device learning, can be used to identify these moments in scale and make customized approaches directing consumers towards goods or services. One example is the machine learning technology developed simply by Exit Bee , which usually uses behavioral recognition algorithms to identify when users are usually disengaging with content and are likely to be open in order to receiving focused advertising material.
Life after biscuits
The age of the cookie – code embedded onto our computers by websites to be able to track our behavior – is coming to an end, thanks to the growing awareness of online privacy issues. By the particular end associated with 2022, Chrome will join other popular browsers, including Firefox plus Opera, in withdrawing support for “third party” cookies. This means that the search regarding alternative methods of tracking and understanding user behavior is likely to be a core preoccupation for online marketers in the particular coming year.
No one exactly knows what these alternatives will appearance like however – Search engines has proposed an API-based system it calls Federated Learning of Cohorts which groups users together based on similar interests. However, concerns have been raised that will it doesn’t really offer any meaningful improvements in order to user privacy, so this is up within the air at the moment!
According to Hubspot, 44% associated with marketers possess said that this change will result in a need to significantly increase spending in order to achieve the same results in 2022 as they did in 2021. It is certainly probably to result in many ad-supported websites that make money by serving their particular visitors along with targeted advertising needing to re-think their business model. An important element is most likely to be a shift in focus toward first-party data-gathering rather than relying on third-party data provided simply by cookies. Above all, the withdrawal from the ability in order to rely on third-party cookies to measure user actions are an important reminder to internet marketers not in order to become as well reliant upon any one digital technology or even tool. While the electronic domain will be under the particular control of Silicon Valley and its technology giants, elements of infrastructure that will we’ve lengthy taken intended for granted are liable to be withdrawn at any time!
For the first time ever, the CES 2022 was a hybrid event, with attendees able to either visit in person or without leaving their own homes. This is set to be the strong trend throughout the year plus most likely well beyond, as companies realize the benefits of allowing attendance from anywhere in the world go further than simply responding to the pandemic!
With 20% of marketing budgets typically going on events , this is going to become an essential trend to get marketers in order to be aware of. Cross events can take many forms, but at their most basic, they simply involve replicating or giving access to event content such as presentations, keynotes, performances, or networking opportunities remotely. At their more complex, it can involve deploying technology like VR or AR to allow a remote audience to explore and interact with an event as if they were there on the ground or to permit in-person attendees to engage with digital or virtual elements.
Event marketers that can use technology to create hybrid experiences will find they are able to get the best of both worlds – combining the relationship-building plus in-person experience that live events enable with the particular accessibility and convenience of digital channels. A fast-growing market offering solutions as-a-service in this space means organizations of all sizes will have the chance to follow the lead of events like CES within 2022 by going hybrid.
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