A new year, a chance to reevaluate your marketing strategies. 2022 has taken on some surprising marketing trends you should not miss. After extensive research based on leading global experts, we’ve compiled a list of things you can do to improve your marketing and you’ll never guess what’s making a comeback.
The most surprising 2022 marketing trend experiencing a resurgence is Direct Mail—driven by nostalgia and a desire to return to when life was simpler, as well as a secondary way to back up an email campaign.
With everyone fighting for digital marketing space, an integrated campaign using direct mail could very well be the best point of difference you could choose to help COVID proof your business in 2022.
A survey conducted by Australia Post discovered 90% of Australians read their mail. 60% take the time to sit down and read it thoroughly and more than half save their mail and refer back to it. It’s been proven that brand recall is 40% better when a direct mail campaign is followed up by an email. Personalised mail evokes an emotion. With most mail these days being bills, a personalised envelope can be the perfect way to pique curiosity. It’s still only the early days of 2022 but we’re seeing a resurgence of brands wanting to draw on the power of direct mail through trifold brochures, postcards, catalogues and flyers. A return to print offers a chance to reconnect with audiences who are removing themselves from social media.
In addition to direct mail, there are a number of different ways you can level up your digital marketing in 2022. Here’s what’s forecast to be popular, so it’s important to start thinking about ways you can integrate these into your digital strategy.
1. Dynamic Emails
It’s important not to underestimate the power of Electronic Direct Mail marketing. Emails are one of your most powerful marketing weapons. Using personalisation in conjunction with accelerated mobile pages that allow users to interact with you directly without leaving their email platform is the key to driving your business. The industry benchmark for open rates cites 12-25% as a successful open rate for emails. However, companies across the globe are reporting a rise of 20% in open rates since the beginning of the pandemic. In fact, at XDesigns Advertising, our December EDM saw an open rate of 41%, well above the industry standard and a trend that is set to continue as people continue to social distance and shop online.
2. Membership Programs
It’s natural to want to be part of a community and feel special, especially in a society where you are becoming increasingly disconnected. The rise in private Facebook (Meta) groups, VoIP platforms like Discord and apps can provide a sense of belonging. In a world where we are more isolated due to an increase in working from home and socialising only within our family circles, brands across the world are discovering the power of membership programs.
It allows users to feel like they are part of a community with exclusive rewards such as free shipping, exclusive discounts all year round and access to virtual and IRL events. Some membership programs provide chat features where community members can interact and make new friends, talk to customer reps or seek word-of-mouth recommendations from others who have used the products or services.
Companies like Catch.com.au and Amazon already have membership programs in full swing and guarantee express/free shipping and exclusive product deals. With app development becoming increasingly popular, this marketing trend you should not miss.
Membership programs can be integrated into your website by setting up an exclusive portal or as an app that can be downloaded.
3. The Rise of Video Content
Towards the end of last year, Head of Instagram, Adam Mosseri announced that Instagram would no longer be a square photo platform, moving towards becoming an edutainment hub where video would be key to a successful marketing campaign. It’s been no secret that the algorithm is giving preference to video content. You only have to look at the explosion of Instagram Reels to see the potential reach of video marketing.
Tik Tok continues to be king of the social platforms with 1 billion active monthly users and proof that short-form video content will continue to trend for digital marketing in 2022. At XDesigns Advertising, we can help you devise a digital marketing strategy that integrates video content that can be repurposed for EDMs and social platforms, so you don’t have to miss out.
4. Interactive content
It’s time to get creative with your content. Users want more than text-based blogs and these should not be overlooked. However, you need to supplement your blogs with engaging, interactive experiences that are entertaining, that start conversation. Augmented reality is increasingly becoming popular. For example; Kylie Jenner set the benchmark when her cosmetic brand allowed users to see what the different shades of lipstick would look like by simply using a downloadable filter. Alongside AR, you can expect to see a rise in immersive video (throw on a pair of 360 virtual reality glasses to be transported into another world), as well as quizzes, questionnaires and polls.
5. Automated Customer Service
We are used to getting things fast—Instant finance approval, express shipping, high-speed Wifi—so when we ask questions about products, pricing or shipping, we expect the same efficiency. New research published by Hubspot indicated that 82% of potential customers expect an immediate response while 92% say that a quick response can be the sole deciding factor when it comes to purchasing or not. One of the most time-saving digital marketing trends for 2022 is ensuring you provide responses in real-time This can be achieved through the use of automated chatbots, automated email campaigns and shopping carts. This eliminates the need for you to provide manpower to sit on the end of a computer
Most businesses miss out on using these valuable 2022 marketing trends due to a lack of pre-planning and strategising and that’s certainly one area, XDesigns Advertising can provide the ongoing support you need, especially if you are unable to afford an in-house marketing department. Follow us on socials to stay up to date with the latest news in digital marketing or contact us now to book your 2022 marketing trends strategy meeting.