Top 3 Digital Marketing Advertising Strategies in 2022

The face of marketing and advertising has shifted massively in the past two years. The smart home and connectivity is king, according to CNB...

The face of marketing and advertising has shifted massively in the past two years. The smart home and connectivity is king, according to CNBC, and that’s seen huge changes in where marketing spend is attributed. TV, once the absolute king of advertising, now only claims 15% of total ads. The amount of time and effort being driven into the digital world is also creating turbulence, with each year bringing a new way to attack the question of effective digital marketing. As 2022 appears, that could change again, starting with how marketers should approach digital ads.

Top 3 Digital Marketing Advertising Strategies in 2022

1. AdSense, PPC and Organic

Google remains the point of reference for digital marketing. Fine tuning how your content can be marketed through search engine optimization (SEO) is a key facet of any marketing strategy, and that’s set to change in 2022. As The Drum highlights, Google has phased out the use of third-party cookies. This is having a knock on effect as marketers seek to adapt their pay per click marketing strategies to this changed prevalence of data; The Drum notes that ad exchanges are already common as businesses are seeking to swap data sets. This nods to a new, and more collaborative, future for marketers. Looking to allies within the industry, and even competitors, will be important.

2. Building Contextuality

The reduction of private data in advertising will mean that ads cannot be as targeted. In the current advertising climate, you will see suggestions appear based on your search history and a range of other factors. That means that ads for products completely unrelated to the web content in question are common. Contextualized ads, where products and services related to the website in question or, even, the content of the article, are becoming more and more prevalent - and even in the ‘automated’ ad field, where they aren’t directly targeted. This is undeniably good news for consumers, but represents a shift for marketers and ad campaigns. Finding the right audience is about finding the right content, once again emphasizing the need for quality web content.

3. The Short Form Revolution

Just when marketers would have relied on the supremacy of Facebook and Instagram, the social media phenomenon that is TikTok reared its head. Forbes statistics show the staggering scale of TikToks new market dominance - in just three years, it has gained 2 billion downloads and over 100 million active monthly users. YouTube and Instagram have scrambled to keep up with their shorts and reel formats respectively. Short-form videos are the name of the game - content, easily buffered and timed at 5 to 60 seconds, are the new frontier in advertising and should be an area of considerable interest and investment for businesses.

2022 will not be all that different, then, to 2021. It’ll be about bedding in the lessons learned from the year just gone, whether that requires a huge shift from marketers or not. One thing i for certain - with privacy moving the way it is, these trends are here to stay.