A look towards 2022: all the marketing trends to keep an eye on!
The current year is almost coming to an end to make room for 2022. In 2021 the world of social media marketing was more active than ever, a fact that outlines an increasingly digital path for companies. For all the reasons we now know, 2020 was the year that actually revolutionized the way we communicate, making strategies considered reliable until a few months earlier obsolete. But the race doesn't end here. Digital is an extremely revolutionary world, in particular the branch of social media marketing where in 2022 new trends will take hold in our daily lives. But be careful, every new thing that comes from the digital world must be interpreted and analyzed to understand the real opportunities of your company. But let's immediately find out what the main innovations of the coming year are. TIK TOK CLIMBS THE SUMMIT TO TAKE FIRST PLACE In 2022, TikTok will take over all other competitors, becoming the most widespread social network platform in the world. But does this mean we have to open a TikTok account ?
We recommend that you read our article dedicated to the topic
If you have the right skills and content, absolutely yes which you can find here. In any case, if the audience we are addressing spends a lot of time on this social network, then it is worth investigating further. #2 SOCIAL MEDIA IS INCREASINGLY AT THE CENTER OF THE SHOPPING EXPERIENCE In the coming year, social networks will increasingly become direct sales channels. What does it mean? Users will be able to purchase directly in the App without ever leaving the platform; this facilitates and encourages quick and impulse purchases more. Social media is becoming the beating heart of the shopping experience. The two years of the pandemic have brought about an important turning point in terms of online sales. What would have potentially happened within a few years happened in just a few months.
What might have seemed like a “temporary”
All companies have identified Social Commerce as a new and interesting opportunity that can be exploited in terms of business. boom actually turned into something deeper and more important that has lasted over time. The change in the way consumers shop has not yet shown signs of slowing down, which makes us think that this is not a temporary habit but a real trend that is constantly growing. Statistics then show that the acceleration is even more persistent when it comes to purchases via social media which will see an increase of 35.5% by the end of next year 30-billion-us ). A reversal of behavior is taking place: on social networks people are no longer limited to just scrolling through the feed, people are starting to use social media in all purchasing phases, regardless of the type of product.
Shoppers use social media to search
Social commerce is excelling in the "discovery" phase of a brand. research and compare the brands they purchase, bringing social networks into second place as the most relevant channel for online brand research, just after search engines. In the age group between 16 and 24, brand searches are often carried out exclusively on social networks. Social commerce is the natural evolution of the sudden change in the way people shop. The physical store has not died out, and it won't for a long time! Social media becomes an opportunity, a new way in which people fall in love with brands. Today's buyers are in need of true, original and unique experiences.
The brand of tomorrow will not make its way into a catalog but will be promoted and generated thanks to the collaboration of the buyers themselves. Social Commerce is an opportunity that no company can afford to miss. Even small businesses in 2022 will work to increasingly create a brand experience through physical storefronts and social storefronts. When it comes to brand experience on social media, many well-known brands are taking this path. Marc Jacobs, Sandy Liang and Valentino have recreated 20 looks from the SS20 and PreFall 20/21 collections to be worn in the Nintendo Animal Crossing game. The Simpsons modeled for Balenciaga in an animated short.
In a virtual reality called “Gucci Garden,”
The fashion house's designer, for Paris Fashion Week, collaborated with the Simpsons for his digital catwalk, featuring the citizens of Springfield Gucci celebrated its 100th anniversary in the metaverse by leveraging the social gaming platform Roblox. themed environments were created to pay homage to Gucci's past campaigns. Visitors, through their virtual avatars, were able to see, try on and purchase Gucci digital items. COOKIES WILL DISAPPEAR BY 2023 Are we very close to a great turning point in the world of the web? Maybe yes. Google has in fact declared that from 2022 Chrome will no longer support third-party cookies. This prevents the unique identification of users for tracking, profiling and retargeting .
The points of contact between brands and consumers
Translated for users this means more privacy of their data. This decision will define the end of a way of online advertising, extremely profiled based on interests but considered disrespectful of users' privacy. #4 OMNICHANNEL USER ENGAGEMENT Omnichannel marketing develops around us in every moment of our daily life. The points of contact between brands B To C Database and consumers are increasingly increasing, completely transforming purchasing habits. The Customer Journey can start online with a Google search, for example, or on social media asking other consumers for advice; you can continue with an online order followed by collection in store. Along the way, he may be prompted by promotions received at home or on his smartphone or by an email from one brand or another. Today a business that limits itself to selling only in the physical store can lose its potential customers.
The key to success is to create a shopping experience that connects real and digital sales points, therefore aiming for omnichannel marketing . MORE AND MORE TOWARDS PROSUMERISM For many this will sound like a new word: the English word prosumer is made up of the words producer and consumer. We refer to a "user" with a more active role in the creation, production, distribution and consumption phases of a product. The aim is to try to make the advertising unique and even more exciting, precisely because it is created directly by the brand's active community. Finally, even small and medium-sized companies grasp the fundamental value of communities, "leaving" their brand in the hands of the Creators. This ensures that product ADSs are closer to those who consume them.
The aim is to make Christmas commercials
Customers see themselves in the creator who uses the product and are more encouraged to make the purchase. To give an example, the 2021 Bauli per il Natale campaign is built on a strategy based on the principle of prosumerism in advertising, making consumers also producers of content. The aim is to make Christmas commercials unique and even more exciting, precisely because they are made directly by consumers. From November 15, 2021, users could publish a Story on their Instagram profile with the tag @bauliitalia and the hashtag #ANataleYou singing the verse of "A Christmas you can". The company, with the aim of making its consumers the protagonists of Christmas advertising, has chosen some of the Stories published by users for the creation of the Christmas commercial broadcast on TV from 5 to 23 December 2021.
In 2022, companies that have lagged further
The increase in online sales, on the one hand, and the increasingly prevalent need to receive immediate feedback has meant that the social network is increasingly becoming the tool with which customer service is managed. About 64% of people said they would rather send a message on Facebook than call a company's customer service line . behind in this aspect will have to give more importance to social care to incentivize customer purchases and improve brand awareness. It is now certain that improving assistance via social media allows us to increase the value of companies. This direct contact allows for an increasingly clear overview of the problems and to streamline the assistance tickets that are opened.
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