Experts on Marketing Trends in 2022: What's Important

Contents:

• Strategic Outlook: How Channels Are Changing, What's Important for Users
• Artificial Intelligence: Small Businesses Rent AI from Corporations
• Influencer Marketing: Microbloggers, New Platforms, and Live Broadcasts Are Trending
• Global SEO Has Remained the Same, but More Attention Needed to Be Given to Website Quality and Brand Search Results
• What Else You Shouldn't Miss in 2021 — and What You Need to Know to Plan for 2022

User behavior is constantly evolving, which has a significant impact on digital marketing. In 2022, we expect changes in the approaches marketers take and the tools they use. Experts predict a focus on content personalization and the use of data for more precise targeting. Mobile platforms will continue to grow in importance, and the significance of video content will also increase. Marketers must adapt to new trends to effectively engage with audiences and achieve their business goals.

• A look from above: what you need to know about trends and strategy
• The age of artificial intelligence: what it does in marketing and how to use it now
• Influencer marketing: why microbloggers are trending and what else is changing
• What is important to consider when optimizing websites for search engines
• What else you need to remember about the events of 2021 when planning for 2022

Strategic view: how channels are changing, what is important for users

According to the Association of Communication Agencies of Russia, the internet marketing market in 2021 amounted to 214-216 billion rubles, which exceeds the combined volume of the television, radio, press, and outdoor advertising markets. In digital marketing, there are changes in the importance of various tools: some of them are losing their relevance. What general trends can be identified in this area?

The President of the Association of Development of Digital Agencies (ARDA) and an expert of Skillbox courses in the areas of "Digital Strategy" and "Internet Marketer PRO" is a professional in the field of digital marketing. His experience and expertise in digital agency development facilitate the implementation of modern strategies and practices in the industry. Participation in educational projects such as Skillbox allows him to share his expertise and help new professionals master current internet marketing tools and methods.

A key skill for any successful marketer is strategic vision. A marketing professional shouldn't limit themselves to just one tool. It's important to deeply develop their knowledge and skills in one narrow area, while maintaining a general understanding of other channels and tools. This will allow them to effectively align their actions with the company's global marketing goals and objectives. The ability to see the big picture is essential for developing and implementing successful marketing strategies.

Marketers will need to adapt to changes in the media landscape, where traditional media is giving way to digital platforms. In 2024, key trends will include chatbots, video marketing, and influencer marketing. Chatbots allow you to automate interactions with customers, improving service levels and reducing costs. Video marketing will continue to gain popularity due to its ability to attract attention and increase conversions. Influencer marketing, in turn, will leverage the influence of opinion leaders to promote brands, allowing them to reach their target audience more effectively. It's important for marketers to monitor these trends and integrate them into their strategies to achieve maximum results.

Growing interest in performance marketing and increased demand for CRM system integration are driven by changes in the business environment caused by the pandemic. Many companies and brands have begun to strive for more efficient use of their budgets, which often comes up against the insufficient readiness of existing infrastructure. In today's market, it's crucial to optimize costs and improve results, making the implementation of CRM solutions a necessary step for success.

I believe this approach is often overestimated. There are many stages in the brand-consumer interaction process that can and should be influenced natively. However, these stages are often difficult to measure and predict. Effective communication requires a deep understanding of audience behavior and tailoring strategies to the context. It's important to keep in mind that not all aspects of interaction can be quantified, making them difficult to analyze and predict.

The decline in email popularity is linked to users' shift to instant messaging. Likewise, traditional forums are losing their relevance as their functions are increasingly integrated into instant messaging and social media. This transformation of communication platforms demonstrates the changing preferences of users who are seeking a faster and more interactive form of communication. Instant messaging is becoming the primary tool for exchanging information, significantly influencing the structure of online interactions.

In 2022, several key trends can be identified, divided into global and local. Global trends reflect changes and events occurring globally, while local trends relate to specific changes in the marketing field. Global trends include sustainable development, digitalization, and an emphasis on health and well-being. Marketing is seeing increased personalization, the use of innovative technologies, and adaptation to changing consumer behavior. These trends will significantly influence business and marketing strategies this year, shaping new approaches and solutions for success. The online space continues to play an increasingly significant role in modern society. Interest in topics such as ecology, sustainable development, the sharing economy, and sustainable consumption is growing. Importantly, the boundaries between hobbies and work are gradually blurring, changing the perception of time and activity. People are increasingly combining hobbies with professional activities, which fosters a new approach to life and work. Local trends are directly linked to global changes. Marketing is increasingly moving online, and audiences prefer the most convenient channels for interaction. In addition to chatbots, video marketing, and influencer marketing, messenger marketing is becoming an important area, as is the active use of aggregators and marketplaces. These tools allow brands to more effectively engage with consumers and adapt to their preferences.

In this article, we analyze current trends in digital marketing. We also have two more comprehensive articles covering key trends in this area. We'll examine how changes in consumer behavior, new technologies, and platforms are impacting online marketing strategies. We'll focus on key areas that will help companies remain competitive in the rapidly changing digital world.

• SMM trends in 2022: we've compiled nine trends you can't miss;
• Content marketing trends 2022: we discuss strategies, channels, and formats.

In this article, we analyze current trends in digital marketing. In addition to this material, we have prepared two more extensive texts dedicated to key areas in this field.

• SMM trends in 2022: we have collected nine trends that cannot be missed;
• Content marketing trends 2022: we discuss strategies, channels, and formats.

Artificial intelligence: small businesses rent AI from corporations

Artificial intelligence is finding increasingly widespread use in marketing. It facilitates effective communication with consumers, automation of business processes, and optimization of advertising campaigns. According to HubSpot forecasts, AI may take up to 99% of telemarketing jobs in the near future. This underscores the importance of businesses adapting to new technologies and implementing AI solutions to increase competitiveness. Using artificial intelligence not only improves customer interactions but also significantly reduces marketing costs.

Director of Science and Technology at the Artificial Intelligence Agency, as well as the author of the popular YouTube channel "Dushkin Will Explain." He is an invited expert at events such as the open day at Skillbox. Specializing in current topics in artificial intelligence and technology, he shares his knowledge and experience with a wide audience.

Artificial intelligence is rapidly being integrated into marketing in response to emerging needs. As new models and approaches emerge in business, AI-based solutions are immediately developed to help optimize processes and improve customer interactions. Innovative technologies allow marketers to more effectively analyze data, predict consumer behavior, and adapt promotion strategies. Thus, artificial intelligence is becoming an integral part of modern marketing, providing companies with a competitive advantage and allowing them to respond more quickly to market changes.

Artificial intelligence remains an expensive tool, especially when developed from scratch. Such projects are only feasible for large corporations. However, affordable solutions already exist for small businesses—pre-trained neural networks that can be quickly adapted to specific tasks. This significantly reduces the time and financial costs of implementing AI technologies, opening up new opportunities for developing and optimizing business processes.

The introduction of the AI ​​as a Service concept, which involves using large corporations' artificial intelligence as a rental service, has become a technological trend. Many large companies have already trained their AI systems and now offer small businesses the opportunity to rent these solutions to solve specific problems. This allows small businesses to effectively utilize advanced technologies without the need for significant investments in developing and training their own AI systems. AI as a Service opens up new opportunities for optimizing business processes, increasing competitiveness, and improving customer service.

It is important for everyone to understand the basics of artificial intelligence technologies. This knowledge is especially necessary for marketers, as they are involved in data analysis. Understanding the principles of Big Data analysis, the ability to identify hidden patterns, as well as mastery of statistical methods of information processing and machine learning methods are key skills for success in this field. Artificial intelligence technologies are opening up new horizons for marketing, enabling more effective audience segmentation and informed decision-making based on data analysis.

The depth of knowledge of marketing specialists varies depending on their roles. Marketing analysts must possess in-depth knowledge and advanced skills in using analytical tools. For department heads, a basic understanding of available tools, their purpose, and expected results is sufficient. This allows for effective team management and informed decision-making based on data analysis.

Artificial intelligence is actively used in marketing for personalization, which has become an important trend in this field. AI systems are capable of processing large volumes of data, allowing them to offer targeted solutions for various audience segments. Thanks to predictive analytics, artificial intelligence can anticipate user needs and preferences, significantly improving customer interactions and increasing the effectiveness of marketing strategies.

Personalization of marketing offers is becoming a key trend in retail. This trend is expected to grow rapidly in the coming years. Artificial intelligence systems will enable the creation of personalized offers for each customer, transforming them into unique marketing entities. This will allow companies to more effectively meet customer needs, increasing sales and loyalty. A personalized approach will not only improve the customer experience but also help businesses stand out from the competition by creating more targeted and relevant offers.

Skillbox Media offers a comprehensive guide to artificial intelligence in marketing. This article examines AI technologies that can be integrated into businesses today. We discuss solutions for creating relevant offers, tools for engaging with customers, and technologies for automated content production. This guide will be a useful resource for professionals seeking to optimize their marketing strategies with artificial intelligence.

Skillbox Media offers a comprehensive guide to artificial intelligence in marketing. This guide examines modern AI technologies that can be implemented in businesses today. We analyze services that can create relevant offers, tools for effective communication with clients, and solutions for automating content production. Read our article to learn how artificial intelligence can optimize your marketing strategies and improve business efficiency.

Influencer Marketing: Microbloggers, New Platforms, and Live Streams Are Trending

According to Collabstr, influencer marketing spending increased by 42% in 2021, reaching $13.8 billion. Collabstr forecasts this figure to grow to $15 billion in 2022. Brands are increasingly engaging with influencers and are starting to shift away from million-follower bloggers in favor of micro-influencers. This change is driven by the effectiveness of micro-influencers in building closer and more trusting relationships with audiences.

PR Director at Epicstars. Epicstars is a platform that effectively connects bloggers and advertisers, providing unique opportunities for collaboration. Our goal is to create mutually beneficial partnerships that help brands grow and increase audience reach. We provide tools for analyzing and optimizing advertising campaigns, allowing bloggers to monetize their content and advertisers to find the most suitable influencers to promote their products and services. Epicstars is your trusted partner in the world of influencer marketing.

Influencer marketing is demonstrating a steadily growing return on investment (ROI). Currently, there is a clear trend toward collaborating with microbloggers, who deliver the best ROI. Their audience engagement is 60% higher than that of major influencers. Followers perceive microbloggers as experts and trust their recommendations, which often leads to advertising results that exceed expectations. This explains why brands are increasingly choosing microbloggers to promote their products and services.

Influencer marketing is seeing new trends that are becoming important for brands. In addition to microbloggers, companies are increasingly turning to nanoinfluencers with 1,000–10,000 followers. These users can exert significant influence on their target audiences due to their closeness and trusting relationships with their followers. The role of brand ambassadors is also growing, becoming important partners for promoting products and services. These new approaches allow brands to effectively engage with consumers and build loyalty. Advertisers will actively expand their platforms. In addition to influencers on Facebook, Instagram, and YouTube, interest in influencers on TikTok, Telegram, Yandex.Zen, and Twitch will increase. Formats such as Reels and live streams with product demonstrations (live commerce) are also developing. The trend toward collaborations and content duplication across various communication channels will continue to gain popularity. To successfully collaborate with influencers, marketers need to master the basics of social media. It's important to be able to use tools like trendHERO and Epicdetect for comprehensive engagement with your target audience. Also helpful are skills in using analytics services to help collect statistics and optimize your social media strategy. Understanding the specifics of these platforms and being able to analyze the resulting data significantly increases the chances of successful influencer campaigns.

To increase the effectiveness of advertising campaigns, we recommend using professional technologies and platforms. They allow you to not only select suitable platforms based on your criteria but also quickly adjust the campaign process. It's important to set clear and realistic technical specifications and prepare your own platform for audience engagement. Complete your profile, provide a website link, and regularly engage with users. This will strengthen your connection with your target audience and increase trust in your brand.

Check out our guide to the basics of influencer marketing to master the key aspects of this field. In this guide, we cover in detail how to effectively find bloggers and select suitable formats for successful advertising campaigns. We also cover methods for analyzing influencer marketing effectiveness, which will help you optimize your strategies and achieve maximum results.

To master the basics of influencer marketing, we recommend checking out our guide. In this material, we cover in detail methods for finding bloggers and suitable formats for successful advertising campaigns. You'll also learn how to analyze the effectiveness of your efforts in this area.

Globally, SEO has remained the same, but more attention needs to be paid to website quality and brand rankings.

SEO continues to be a key tool for driving traffic to websites. According to a Sitechecker survey, SEO professionals are divided into two groups. One group believes that the basic principles of SEO remain unchanged, while the other insists on the need to quickly implement new Google recommendations to avoid a negative impact on website rankings. 2021 saw significant changes in search engine algorithms, necessitating the adaptation of SEO strategies. Expect further changes in 2022 that could impact optimization methods and content approaches. It is important to follow trends and adapt to new conditions in order to effectively attract targeted traffic and maintain high positions in search results.

Founder and head of the internet marketing agency Impulse.guru, as well as an expert in the courses "SEO Specialist Profession from Zero to PRO" and "SEO Specialist from AMDG" at Skillbox. With deep knowledge and experience in SEO, I help businesses improve their search engine visibility and achieve high rankings. My work focuses on creating effective online marketing strategies, enabling clients to significantly increase website traffic and conversions. SEO hasn't changed—behavioral factors still play a key role. Improving them requires a deep understanding of users, their problems, and their needs. It's important to analyze user behavior and, based on this data, create content that meets their needs. This includes developing relevant page blocks and optimizing the entire website to best meet the interests of the target audience. Effectively managing behavioral factors will help improve website rankings in search engines and increase traffic. In 2022, it's worth focusing on the quality of commercial websites, optimizing search marketing, and increasing the effectiveness of branded search results. Improving the user experience on websites, as well as implementing modern SEO strategies, will help increase search engine visibility and attract the target audience. When working on branding, it's important to consider how your website is presented in search results to build user trust and strengthen your market position.

The quality of commercial websites significantly impacts their ranking in search engines. Google uses the YMYL and E-A-T principles to help evaluate the reliability and expertise of information. Similar updates have been implemented at Yandex. It's important to actively work on website and company reviews, as search engines analyze this data to evaluate the quality of services provided. Improving your reputation and reviews helps increase user trust and, as a result, improve your ranking in search results.

Search engine marketing includes optimization for answer boxes and other search engine results. It's important to focus on the entire search engine results to increase traffic not only directly but also through platforms that occupy leading positions in search results. An effective search engine marketing strategy improves website visibility, which in turn helps attract target audiences and increase conversions.

Improving branded search results plays a key role in increasing conversions. The pandemic has significantly changed the way users make decisions. Customers have become more careful when choosing a company, paying attention to brand information and reviews from other consumers. Therefore, it is crucial that branded search results create a positive impression of your company. This will not only help attract new customers but also build trust in your business, which ultimately leads to increased sales and a stronger market position.

The Skillbox Media platform offers a guide to website SEO audits, developed by Ilya Rusakov. For a more in-depth understanding of working with branded search results, we recommend reading our extensive analysis of SERM technologies. These resources will help you improve your website's visibility in search engines and effectively manage your brand's online reputation.

The Skillbox Media website offers a guide to SEO audits developed by Ilya Rusakov. For an in-depth study of brand search results, we also recommend checking out a detailed analysis of SERM technologies. These materials will help you improve your website's visibility and improve its search engine rankings.

What Else You Shouldn't Miss in 2021—and You Need to Know to Plan for 2022

This section presents key events and trends from 2021 that are important to consider in 2022. We will discuss new tools and technology trends that can impact business and industry development. Analyzing these factors will help you remain competitive and adapt to market changes.

Augmented and virtual reality (AR and VR) technologies continue to rapidly develop, becoming more accessible to both businesses and end users. Previously, companies like Timberland used large virtual fitting rooms to improve the customer experience. Today, a standard smartphone camera is enough to bring Kinder toys to life, demonstrating how AR is changing the perception of products. This progress opens up new opportunities for interactive interaction with products and services, which positively impacts sales and customer engagement.

According to Huawei research, the augmented reality (AR) and virtual reality (VR) market in Russia will reach 7 billion rubles by 2025. New business solutions are expected to emerge, and users will increasingly engage with AR and VR technologies. In this regard, it is important to begin studying and applying these technologies now in order to remain competitive in the rapidly developing digital world.

Of course, provide me with the text to be revised.

Video marketing continues to gain popularity and consistently occupies a leading position in modern trends. Every year, the number of users preferring video content grows. According to statistics, more than 80 million Russians visit YouTube monthly, which confirms the high interest in video formats. Video marketing is becoming an important tool for businesses, allowing them to effectively attract and retain an audience. Using video in advertising campaigns helps increase engagement and improve conversions, making it an indispensable element of a digital marketing strategy.

Video in marketing demonstrates high effectiveness. According to Wyzowl's State of Video Marketing 2021 statistics, 80% of marketers say using video helps them attract more traffic and retain audience attention. This confirms the importance of video content for successful marketing strategies. Integrating video into advertising campaigns can increase user engagement and improve conversion rates.

Video marketing is seeing local trends, including short, mobile-focused videos and live video. TikTok pioneered the short-format video trend, prompting other platforms to implement similar features. Instagram introduced Reels, YouTube launched Shorts, and Twitter is also testing short videos. These changes highlight the growing popularity of video content and its adaptation to user needs, making the creation of short and engaging videos an important aspect of digital marketing strategies.

According to the Culture and Trends Report, the popularity of live streaming has increased significantly. Over the past year, 85% of YouTube users have watched at least one live video. Live streaming is used not only to engage with audiences but also to drive sales. A striking example of this is the case of AliExpress, where live streams with integrated products and shopping options brought in over 872 million rubles for sellers in six months. Live video is becoming a vital tool in marketing and e-commerce, allowing brands to effectively engage with customers and increase sales.

To understand TikTok marketing, check out our article "What's the Power of TikTok and What Advertising Formats Are Available." We also offer a detailed analysis of why companies should consider YouTube and recommendations for using the platform effectively.

Geofencing is becoming increasingly popular among companies looking to improve customer engagement. This technology allows apps to send messages to users in a specified geographic area. For example, you can notify a potential customer about discounts or promotions when they pass by a store. Geofencing thus helps businesses improve marketing effectiveness by attracting user attention at the right moment. Implementing this technology can significantly increase store traffic and drive sales.

Yandex.Audience is an effective tool for reach advertising. It allows you to set up targeted advertising in Yandex.Direct, targeting users located in close proximity to your retail location. This significantly increases your chances of attracting customers and increasing sales. Details on targeting can be found on our website.

This technology connects online and offline spaces, fueling the growth of O2O marketing. According to research by the Higher School of Economics and Segmento, the O2O marketing market in Russia has already reached 30 billion rubles annually. This confirms the growing interest of companies in integrating online services with offline sales, which opens up new business opportunities and improves the customer experience.

Multichannel sales are becoming increasingly effective. According to Data Insight, 39 million Russians already make purchases through P2P platforms, including social media, messaging apps, and classifieds. Major retailers are actively implementing sales in messaging apps, and social networks are increasingly offering shopping features within their platforms. Facebook Shops and Instagram Shopping are already available to users, and YouTube plans to expand its capabilities and become a full-fledged marketplace. This underscores the importance of a multi-channel approach in modern retail, allowing businesses to attract customers through various channels and increase sales.

According to Data Insight, the number of users making purchases through social networks and messaging apps is expected to grow. It is crucial for marketers to adapt to these changes and learn how to effectively set up multi-channel sales. This will allow them not only to retain existing customers but also to attract new audiences, a key aspect of successful business in today's digital economy. A multi-channel approach to sales is becoming essential for optimizing customer interactions and increasing conversions.

Yandex has made end-to-end analytics available to all users. End-to-end analytics in Yandex.Metrica combines cost and revenue data from various marketing channels in one place. This tool is free and can be configured without the need for a programmer, simplifying the process for business owners and marketers. Using end-to-end analytics helps you more effectively track financial results and optimize advertising campaigns, which ultimately leads to increased profits. Yandex has made end-to-end analytics accessible to users who previously lacked access to this technology. In this article, we'll take a detailed look at setting up Yandex's end-to-end analytics and assess its advantages and disadvantages. This will help you understand how to effectively use Yandex tools to analyze data and optimize business processes.

Platforms are actively seeking to protect user privacy, which significantly impacts advertising targeting. In 2021, at least three significant events occurred that had an impact on this area. These changes highlight the importance of protecting personal data and the need to adapt marketing strategies to the new reality.

The iOS 14.5 update was a significant milestone in the evolution of the operating system. In this version, users must now give apps permission to share their data. If the user denies permission, apps cannot share information about their actions with Facebook Ads. This change has significantly impacted the way advertisers work and their digital marketing strategies. Companies must now take these new conditions into account to ensure effective targeting and improve the effectiveness of advertising campaigns.

Targeting users who have interacted with apps is becoming more complex. Facebook recommends using aggregated data to measure conversions. This allows for more accurate data on user activity and improves the effectiveness of advertising campaigns. Using these methods allows for optimized targeting and increased ROI.

Google intends to phase out third-party cookies, raising concerns about the impact this move will have on the advertising market. Instead of cookies, the company will implement its own technology that allows for the collection of data without identifying users. This change could significantly impact targeting methods in online advertising. Details on how these innovations will change the approach to advertising can be found in our article.

Google has banned ad targeting to teenagers as part of new measures to ensure the safety of underage users. This restriction complicates reaching teens through the Google platform, and marketers will now have to seek alternative promotion channels or pay closer attention to advertising campaign settings. Under these new regulations, it's important to adapt your strategies to effectively reach your target audience while adhering to platform guidelines. At Skillbox Media, you'll find a wealth of marketing materials to help you deepen your knowledge and develop your skills in this field. We offer articles, analytical reviews, and practical guides covering various aspects of marketing, including digital strategies, content marketing, SEO, and SMM. Our content focuses on current trends and best practices, making it useful for both beginners and seasoned professionals. Dive into the world of marketing with Skillbox Media and expand your horizons.

• A clear guide to KPIs in internet marketing
• A guide to hypotheses: how to find, test, and filter them correctly
• An article on soft marketing - satisfying needs instead of imposing
• A selection of eight main tools for no-budget marketing
• An article on honest marketing: when it works and when it doesn't