The pandemic highlighted and sometimes exacerbated structural inequalities. Against this backdrop, people expect brands to take a more nuanced approach to diversity, equity and inclusion. This requires conducting in-depth market research and taking a localized approach. Let’s learn more about digital marketing features that are relevant in 2022.

Comprehensive Analysis of Buyer Personas

This is where buyer personas come to the stage. Their development is the basis of all actions the business should take while carrying out the marketing strategy. Moreover, there can be several buyer personas, and it is vital to segment them according to their pains and needs. Personalization is necessary, as the audience is more likely to associate with the brand if they see their reflection in detail.

When adapting your approach in 2022, start by learning what buyer persona means to your marketplace. Who are they? What are their preferences, habits, lifestyle, etc.? Then incorporate what you’ve learned into every step of the creative process. Update your tone of voice, product design and create representative and accessible advertising campaigns that refer to the personas’ pain points.

Relevance Is as Important as Outreach

To stand out in 2022, brands must be more diligent in communicating their values and exceptional purpose. You have to shape messages and experiences that are relevant to both your brand and clients, reflecting their needs. The complete guide on how to do this is outlined on our website. In this context, relevance is just as important as outreach.

By building on brand purpose and expressing value authentically and consistently, brands can make meaningful connections with audiences and drive higher business results. Their value proposition should be clear: consumers should know what experience they will gain while interacting with the brand products. Companies need to share their marketing messages across all touchpoints.

So, in 2022, we recommend focusing on value and authentic purpose. This is what can – and will – differentiate your brand in the over saturated online buying journey. 

Artificial Intelligence (AI)

When it comes to the effectiveness of an advertising campaign, it is always significant to determine how to increase conversion rates and not run into a “penny”. Artificial intelligence allows you to automate contextual advertising and increase its efficiency. This makes targeting a client and predicting click-through and conversion rates possible, which frees specialists from manual activities. AI helps develop and adjust advertising strategies according to the predictions.

The idea is to maximize the value of conversions, while the key is to find the approach that works for your business. This allows you to catch up or even outperform your competitors – everything depends on the strategy you choose.

Search Engine Optimization (SEO)

SEO is always a moving target because search algorithms are constantly evolving. Optimization doesn’t seem to change dramatically in 2022, but certain trends can be already highlighted. 

Google Trends

Develop a strong SEO strategy and boost organic traffic by enriching original content with popular keywords. In addition, SEO specialists notice that NLP phrases perform even better than trendy search requests. So, don’t stop on keywords only, try to use more NLP combinations in your texts.

Pay Per Click Advertising (PPC)

Digital marketing simply can’t do without the quality and effective support of advertising campaigns. It doesn’t matter what new technology enters our lives in the near future. So, PPC advertising is still popular in 2022. 

As you develop your PPC strategy for 2021, keep in mind that companies are still making a profit of $2 for every dollar spent on Google Ads (according to Google Economic Impact). Therefore, smart approach and capable specialists can get maximum profit out of paid advertising.

Conversion Optimization (CRO)

Conversion optimization allows you to customize the funnel more thoroughly and, as a result, significantly increase your return on investment. In technical terms, CRO can be seen as attracting visitors to a website and turning each visit into a useful result that will generate revenue. 

Two main things are important for CRO – how users come to the site and what they do as a result. The analysis of each component of this bundle helps determine how to strengthen the positions and increase the conversion rate.

Wrapping up

The principle of putting the consumer at the center of the product has always been significant, and its importance only increases over time. Technological advances and the pandemic also play a big role, as they have a strong impact on the consumers’ psyche and behavior. In this challenging time, it is important to be flexible and adapt to changing market conditions quickly. Keep up with the wave of demand and consumer interest and smartly select digital marketing trends to apply.