Internet Marketing Trends 2022

Internet Marketing Trends 2022

The pandemic has changed all areas of business. Buying behavior has also changed: it turned out that buying goods and services online without reference to location and time is convenient. 

According to McKinsey, since the beginning of 2020, digital marketing has been developing 30 times faster than before: some companies instantly orientated themselves and improved their digital tools, and some tried online marketing and trade for the first time and are actively increasing their pace.

General Digital Marketing Trends 2022.

Personalization.

Creating “universal” content and hoping to get the most customers in 2022 is a bad idea. Usually, what works for everyone doesn’t actually do any good. When promoting a product, you need to clearly understand which target audience is yours, what segments it is divided into, what exactly in your product is interesting in the target audience, what content is preferred by segment representatives, in what format and on what platform. You must not only create the most personalized content, but also understand through which channels and at what time to deliver it. 42% of people who participated in an Adobe survey said they were annoyed if content was not personalized. Therefore, brands should adjust the content according to the context – the effort will pay off if every person in every segment of your target audience understands that you hear and understand them.

Metaverses and virtual reality.

Last year, Mark Zuckerberg made an ambitious claim: Facebook is developing the Metaverse, the next generation of social media, or even the internet. You don’t have to wait until Mark develops the “internet of the future” – you can try augmented reality as a new marketing trend this year using a smartphone and VR kits. Experts believe that VR marketing will be a breakthrough in 2022.

What about content marketing?

According to Technavio, the CAGR of content marketing in 2022 will be 16%. After all, among digital marketing tools, content is the most cost-effective: it is half the price of regular advertising, generates 3 times more leads, and generates 20% more organic content than other tools. The main content marketing trend: short, entertaining, informative formats. At the same time, your content should be organic, alive, authentic – i.e. as unlike advertising as possible. This niche is still dominated by video marketing. Now, most people prefer to watch a short informative video, rather than read an article (albeit one illustrated in detail). And if this video lasts less than 3 minutes, the probability that it will be watched to the end is almost 100%.

That is, Tik-Tok and Instagram videos will continue to be popular and help keep customers’ attention.

Statistics is an inexorable thing:


At the same time, videos should be of value to your target audience and at the same time cover your marketing goals: motivate you to register for an event, subscribe to a newsletter, buy. If you already have videos that give a lot of engagement, you can safely use them for advertising – this way you will gather a warm audience.

Oddly enough, in parallel with the trend for fast and capacious content, interest in the live format is also developing. Clubhouse, LiveAudioRooms, podcasts on YouTube and Amazon – big companies know that the longer you hold attention, the better. In this regard, Facebook has gone the farthest with audio rooms, live streams for more niche communication, and reels to attract organics.

Let’s take a look at what we have to work on in each digital marketing channel in 2022.

Social networks.

Social networks

Reputation.

Some companies are already using social listening to build or improve their reputation, better understand their target audience, bring really needed products to the market or effectively promote existing ones.

Reviews on your company’s resources, in reviews, the experience of using the product, recommendations to friends – invaluable information that needs to be collected and used correctly.

Micro Influencers.

Bloggers with an audience of up to 10,000 subscribers will become popular advertising platforms in 2022. Why?

The quality of subscribers of such small blogs is an order of magnitude better – the audience trusts the blogger more, is more involved, active, and advertising is cheaper.
Micro-bloggers are often “niche”, so the likelihood that interested people will see your ad is quite high. Some companies are already building their social media marketing using this method.

Direct sales in one click.

Companies can already tag their products in publications. By clicking on the mark, the user buys the product directly on Instagram. He does not need to go to the site, register and generally make any extra movements.

TikTok and Facebook are testing a service that will allow you to sell goods directly during live broadcasts, and Alibaba and Twitter have already provided this opportunity to some categories of users. This greatly simplifies the life of an SMM manager: you no longer need to prove the effectiveness of social networks to owners – just create a business account and trade directly from Instagram or Tik Tok.

User Content.

Use your clients. No matter how strange it may sound. Why do you constantly shoot and write yourself, if you can ask the client to tell about your product in his account for little money. And then you just repost his review in your business account. According to statistics, such reviews are responded to 28% more often than advertising content of the company. Because people trust the “same ordinary person” much more willingly than the brand.

Key points for SMM strategies:

New and important in SEO.

New and important in SEO

SEO remains a classic promotion tool. But the changes will affect him too. Google believes in optimizing for people. And so that the search engine understands the user as a person, the developers created BERT and MUM machine learning algorithms.

Therefore, the system, when generating search results, focuses more on the search intent.
Search intent is the reason why a person searches for something on the Internet. And the cornerstone of search engine optimization in 2022. By analyzing a search query, Google tries to understand its meaning and find all relevant information. For example, when a user enters amazon into the search box, the system understands that, most likely, a person is looking for an online store, and not the Amazon River. Therefore, in 2022 it is important to create content, focusing on the search intent of users.

How to do it?

When browsing the search results pages for a particular query, pay attention to:

What else is important in SEO.

Search engines are getting smarter, so in search engine optimization you need to pay more attention to the value of the information that you share with users. Do not bother with machine methods of promotion.


GoogleMyBusiness tools are still relevant, free and effective. Use them wisely, and it will be much easier for customers to find you.


Given the desire of users for multitasking and “hands free”, voice search is a great tool. Optimization of Internet resources for voice search is no different from the usual, because search engines still form the output in “written form”.

This method has only one significant drawback for marketers – zero clicks.

What’s new in PPC.

Automation is gaining momentum. Entrust testing ads, statistics, determining ineffective or, conversely, the most effective CTA program – this will help you quickly identify non-working ads and choose a combination of the most effective tools in PPC.

Artificial intelligence. It is no longer an innovation, but AI will analyze, for example, keys, select ineffective ones, suggest low-frequency ones with long tails, predict the number of clicks and the optimal bid for your PPC companies.

Focus on the buyer’s journey.

This year, PPC specialists should study the client’s journey in detail – from pain and social indicators to how clients manage information, what they save, what ads they respond to.

Personal data.

Google has announced that cookies, which many marketers successfully use to set up advertising campaigns, will cease to exist as early as 2023. Therefore, marketers should motivate customers to leave personal data – email, name, preferences – and analyze what, when, how and under what conditions people buy.

Too Much Doesn’t Mean Good.

Experienced marketers know that a lot of leads does not mean a lot of sales.
In 2022, the focus should be on getting as many real, paying customers as possible. Integrate Google Ads and your CRM or collect information manually. Most likely, the lead in this case will cost more, however, there will be more conversions, and the costs will decrease quite quickly.

ASO optimization.

ASO optimization

The world has changed. You can do almost everything remotely: buy food, various goods, work, control the work of other people. All this is possible and simple with the help of mobile applications, and over the past two years their number has been measured in millions.

What to do in order not to get lost among similar offers of competitors?

Study your target audience.

Why do people buy some apps and not others? What attracts them, annoys them, is it convenient? How well does your application work on different devices? By answering these questions, you will immediately create a product that your target audience will like, and you will be able to correct existing ones.

Focus on the Keys.

Select low-frequency keywords and keyword phrases with long tails to promote mobile applications. If you know your target audience well, this will be quite easy to do. Long, descriptive keywords close more search intents than high-frequency, short keywords.

Track traffic and app rating. Its popularity is influenced by various factors: the season, trends, competitors, even the day of the week. See how certain keys work in order to adjust the app promotion strategy in time.

Conversion is everything.

Don’t neglect simple A/B testing. Use native tests to choose the best options for any application elements – icons, main image, screenshots. So you will clearly understand, and not guess what users like, avoid unnecessary budget spending and attract more buyers.

The A/B testing function is already integrated in the Google Play and AppStore consoles, which greatly simplifies ASO promotion.

Instead of totals.

Speaking about new trends in marketing, experts in different digital niches are in solidarity in several positions:

# Internet Marketing Trends 2022