The digital trends of 2022 to follow closely

 

Ecommerce Trends

 

More and more, the content of a site as well as the way of communicating of a brand allow professionals to get out of the game. The competition is fierce in terms of e-commerce.

Here are the trends to take into account for this new year 2022 :

• Focus on authenticity by using storytelling . Highlight its know-how and its values through the history of your brand: storytelling . Consumers care about knowing what they are consuming and where the products come from.

 

• Buy without creating an account . +7% online sales for sites that use this fast selling technique. Offer its consumers the ability to order without the sometimes difficult step of creating an account, a detail that should not be overlooked in 2022…

 

• Delivery methods . Allow consumers several delivery methods: at home but also at a relay point or in store to avoid shipping costs that sometimes put buyers off. Click and collect has been very popular since the pandemic.

 

• Offer as many online payment solutions as possible. Credit card, PayPal, Amazon Pay, Stripe etc… and payment in installments to facilitate consumer decision-making on more expensive items.

 

• Do not neglect any element of trust on your site. Consumers have become accustomed to shopping online. Who has not, one day, had a bad experience with a fraudulent site? The elements of confidence are: the GCS, the legal notices, the conditions of return or refund, the contact of the company, etc.

 

• Don’t forget about social commerce. Important channel for online sales, social media communication. Ads campaign for promotion, direct sale on social networks or promotion of your brand… develop your community to develop your notoriety and strengthen the proximity between the consumer and the brand.

 

For the coming year, it seems essential to multiply the services provided to consumers and the channels to meet their expectations.

 

Email campaigns

 

In 2022, marketing must be inclusive! Email remains one of the most widely used digital communication channels in all sectors.

Web accessibility is increasingly present, this concept refers to the possibility for all people with disabilities to consult digital tools.

It will therefore be necessary to produce digital media and content accessible to as many people as possible, taking into account the good practices of digital accessibility .

The new rules introduced recently by Apple and Google now make it impossible to analyze the opening rate of e-mailing campaigns.

Indeed, under IOS15, it is impossible to know which people open emails via the Apple Mail application. Apple’s servers open all emails upstream, which falsifies the results for real interpretation.

In 2022, it will therefore be difficult to rely on these figures, it will be necessary to rethink the analysis strategies .

 

The video trend continues

 

Increasingly exploited by brands, the trend of integrating videos on its various digital channels continues and strengthens in 2022.

Traffic on mobile continues to grow in importance, it is essential to adapt your video marketing to this practice, so that users take full advantage of this communication medium.

Once again, like storytelling , which is increasingly present in companies, people take precedence over automation . The more digital develops, the more consumers want the real thing. Always reinforce the authenticity of your video content …

Videos in multiple formats, to adapt to many platforms. Each of them requires a very specific format for the videos : portrait, landscape, square, rectangular… The videos must be able to adapt to these technical constraints in order to have the best possible rendering.

In 2022, videos must be short. Habits taken with the emergence of the social network Tik-Tok ? go straight to the point even if it means offering a long version for Internet users who want it. The stories or reel on Instagram are short and effective. They must capture the attention and interest of their audience.

 

 

Voice search in 2022

 

Unsurprisingly, voice search is still very present and to be taken into account for this new year.

How voice search works is simple: just use your voice to find what you’re looking for via your mobile or smart home device like Alexa, Siri or Cortana.

This new way of searching for content on the web mainly impacts the creation of textual content.

When people use voice search , they make sentences. Research is therefore very different from written research, which focuses more on keywords. You will need to know how to integrate what SEO specialists call: long-tail keywords.

According to Google, 27% of Internet users use voice search on their mobile worldwide.

 

What is hybrid marketing?

 

Hybrid marketing aims to define a coherent corporate identity between the so-called “traditional” marketing channels : television or the written press, and the so-called “digital” online channels : websites or social media.

Hybrid marketing is omnichannel . Its approach is flexible depending on the communication medium chosen but always consistent with the image of the brand.

The choice of hybridization methods consists of combining two or more marketing or advertising methods to create a unique concept that will adapt.

Even if e-commerce is experiencing strong growth, consumers still like to go to the store. To succeed in your hybrid marketing strategy , the user will need to benefit from the same experience, whether they are in your store, on your site or viewing your advertisements. Consistent brand image across all media, special offers available online and in stores, etc.

 

 

A more effective marketing strategy in 2022

 

The consumer of 2022 is becoming more demanding and more sensitive to brand authenticity and commitment .

Communication on digital media has become a pillar of marketing strategy , a habit for Internet users. If a company does not exist on the internet, it has little chance of evolving in competitive sectors.

Professionals will have to continue to adapt to digital trends to provide a quality customer experience.

Our digital communication agency guides and advises you, come and tell us about your brand, we carry out audits of your communication media and give you the keys to success.