Changes in marketing in 2022

With the changes of chrome, marketing will change in 2022. In this article, we will highlight the most relevant cons and pros of those changes.

The pros

D2C (Direct to Consumer) eCommerce segments will continually see a growth in sales and traffic from digital marketing. According to the estimation of eMarketer, U.S. D2C eCommerce sales generate up to $114.54 billion, which includes both digitally native and establish brands. That amount is making up 14.0% of total retail sales. Before the pandemic there were a lot of people who were not used to purchasing items online, however, they started to purchase items during the pandemic, and this will only increase. If your service is not online, you will be required to do so to stay relevant in the near future.

We have also noticed that more and more people are hiring law firms and that more people are doing their research online also for offline businesses.

The other big trend that we are seeing for 2022 is voice search, voice search has grown significantly in the last years. This has had a positive impact on voice search for commerce. So be sure that your business is trying to leverage voice search commerce. Place your podcast, your products on voice search.

Another good trend you should start trying to leverage is live videos. Live videos have been growing these last couple of years. Streaming services like Amazon Prime, Netflix, Disney +, can’t keep up with the demand of their users, so people are searching for live content. Live content is doing around 13% better during the pandemic. Try to leverage live content across all the platforms that have the possibility, think about YouTube, Facebook, Twitter, LinkedIn, and Instagram.

The cons

With the above said, we can expect the competition to increase in more niches. During the lockdown, companies were forced to go online. And many of those companies that had a profit will stick to operating their business online. Meaning, it will require more time to get results, it will be harder to rank in search engines, and your business will require you to put more effort into your work.

The end of cookies in browsers is nearing. Due to cookie restrictions and new privacy regulations, browser developers are putting an end to cookies, forcing the industry to find new solutions, while providing users greater transparency and consent approval. Personalization for small businesses that don’t buy much data is going to be harder. Google has pushed the end of the cookies till early 2023. Which leaves your business with just a year to leverage the use of digital marketing.

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What we recommend

Make your business active on most platforms, go omnichannel. Building your business via one channel is not effective as it used to be. Secondly, we understand marketing is going to be more competitive and expensive, you will be required to leverage your conversion rate optimization. This will allow you to pay more money for ads, and scale up faster in search engines. Final but not least, we advise increasing the average order value per customer. Because you can do upsells and down sells if you are selling physical products. If your business is service-based, try to add other products and services as fast as possible, in this way people can get more integrated with your business. This will allow your business to increase the lifetime buy of your users.