Cyberclick - 222 Digital Marketing Trends and Predictions For 2022

00 Index
Index
01 Digital Marketing
Trends 02 Digital Sales
Trends 03 Social Media
Trends
01 Lead Generation: The Main Objective of 15 Real-Time Viewing: Video Calls, 27 Facebook Has Been Renamed Meta
Marketing in 2022 Tours, and VR 28 Add Yours: New Instagram Sticker to Create Public
02 Most Used Marketing Channels: 16 Chatbots and Live Chats to Sell Threads
Social Networks and Web 17 Social Selling and Social Sales 29 The Exponential Growth of TikTok
03 Human Centric Marketing 18 Consolidation of Sales Automation 30 Live Streams on LinkedIn
04 Viewers Can Now Choose the Ending of 19 Video Marketing in Sales 31 Facebook VR and AR Development
an Advertisement 20 Personalized Communications in Sales 32 Increased User Privacy
05 Digital Trade Marketing 21 Use of Big Data and Predictions 33 More Control Over Controversial Issues
06 Post Pandemic World: Digital Trust 22 More Investment in Loyalty 34 Caffeine: New Social Network for Streamers
and CSR 23 More Diverse Customer Profiles 35 Increased Use and Promotion of Video
07 Customer Data Platform 24 Focus on Company Values 36 More Inclusive Policies
08 Google Says Goodbye to Cookies by 2023 25 Sales Opportunities Throughout the Buyer Journey 37 Google Web Stories
09 Agile Marketing 26 Transformation Beyond Innovation
10 Online Reviews
11 Multichannel Marketing to Connect
Digital Experiences
12 Live Stream Shopping
13 Location-Based Marketing:
Geofencing and Beaconing
14 Green Marketing
222 Digital Marketing Trends and Predictions for 2022 3

Index
PR, Communication,
and Digital Events
04 Social Ads
Trends 05 Video Marketing
Trends 06 Trends
38 Social Networks as Purchasing Platforms 52 Short-Format Videos 62 Google News Returns in 2022
39 Spending on Social Ads Has Increased by 50% 53 Buyable Videos 63 Visual Communication When Working Remotely
40 Higher CPCs and Stable CTRs 54 1:1 Vídeo 64 Phygital Events
41 Meta Ads: The Latest News Section 55 Livestream Videos Are Skyrocketing 65 Communication Contributes to the Bottom Line
and Instream Video Offer the Best CTRs 56 Ephemeral Video Content 66 Decrease in PR Investment
42 Customer Service: Chatbots and AI Solutions 57 Advertisements Lose Sound 67 Removal of Silos Between Areas
43 TikTok: Dynamic Showcase Ads or DSA 58 Animated Ads
44 TikTok Allows Users to Pay Their Favorite 59 Filming on Smartphones
Creators 60 Videos With Virtual Reality
45 Link Stickers for Instagram Stories: 61 Company Vlog
An Opportunity for Ecommerce
46 LinkedIn Launches a Marketplace for Freelancers
47 WhatsApp Business and Product Collections
48 TikTok Shopping, Product Links, and Live
Streaming Commerce
49 Twitter Tips for Creators
50 Pinterest and Its New Shopping Features
51 Twitter Commerce

Index
Programmatic Native Ads and
Email Marketing Advertising Branded Content
07 Trends 08 Trends 09 Trends
68 Advanced Personalization of Newsletters With AI 79 Increased Investment in Programmatic 89 Mobile Native Advertising
69 Neuroscience Applied to Email Marketing Advertising 90 Storytelling and Positioning Advertisements
70 Email Marketing for Digital Events 80 Prioritizing of User Privacy in Campaigns 91 Greater Interest in Content
71 Database Cleanup 81 Google Privacy Sandbox Is Being Tested 92 More Visibility for Branded Content on
72 The Death of "Noreply" Emails 82 Contextual Targeting for Programmatic Instagram
73 Privacy in Email Marketing Advertising
74 User Generated Content in Emails 83 Expansion of Programmatic Advertising
75 Kinetic Email in Marketplaces
76 Increased Interactivity in Emails 84 Programmatic Advertising in OTT Services
77 Optimization of Send Time 85 Advertising in the World of Streaming and
78 Integration of SMS in Email Marketing eSports
86 Wearables
87 Increased Consumption Outside the Usual
88 Fraud Risk and Prevention

Index
Content
10 Marketing
Trends 11 Inbound Marketing
Trends 12 SEO
Trends
93 Sales Are the Most Important Metric in Content 106 Brands Will Continue Applying Inbound 117 Google Changes How It Displays Titles in SERPs
Marketing Marketing Strategies 118 SEO Automation
94 Video Is King 107 Chatbots and Conversational Inbound 119 Google BERT and Artificial Intelligence Algorithms
95 Content Focused on Direct Voice Response Marketing 120 Accessibility
96 Content Communities 108 Personalized Feedback Surveys 121 On-Page Experience and Core Web Vitals
97 Product Listicles 109 Payment Integration from CRM 122 Voice Search in SEO
98 Comparative Content 110 Event-Driven Workflows 123 Google's EAT Principle
99 Mix Between Organic and Paid Content 111 Cognitive Automation for Workflows (AI and 124 Large Content
100 Content Creation from Data Machine Learning) 125 Video as a Key Part of SEO
101 Visual Storytelling Through Augmented Reality 112 Mobile Inbound Marketing 126 Enriched Results
(AR) 113 SEO-Driven Content Clusters 127 Zero Position (No Clicks)
102 Account Based Marketing: Segmented Content 114 Blogging Is Still Key in Inbound Marketing 128 Ethical Link Building
Delivered via IP 115 Increased Demand for Digital Inbound 129 Shopping Graph from Google
103 Interactive Content Experiences 130 Semantic Searches
104 Omnichannel Content Personalization 116 Authenticity in Content to Improve UX 131 SEO Investment Is on the Rise
105 Dynamic Web Content

Index
Branding, Design
13 PPC and SEM

Trends 14 Data and Analytics
Trends 15 and UX
Trends
132 Elimination of Expanded Ads in Google Ads by 142 AI-Guided Selling 152 Bold Colors and the Psychological Use of Color
2022 143 Unsupervised Machine Learning 153 Intelligent Video
133 Rise of Adaptive and Discovery Search Ads 144 Predictive Modeling 154 Large Images and Text
134 Pay-per-click Automation 145 Cloud Native Analytics 155 Color Gradients and the "Fogged Glass" Effect
135 Customer Experience in SEM and PPC 146 The Combination of AI and Cloud Computing 156 Hands-Free Control
136 Local Inventory Ads (LIA) on Google 147 Augmented Analytics 157 Minimalism, Blanding and Simplified Navigation
137 Data-Driven Attribution Model 148 IoT Advertising 158 Voice Activated Interfaces
138 YouTube as a PPC Platform 149 Pixel Analytics 159 Block Web Design
139 TikTok Ads 150 Quantum Computing 160 ScrollyTelling
140 Hyper-Personalized Advertising 151 TinyML 161 Multimedia Elements 4K or Higher
141 Platform Diversification 162 Brands with Purpose
163 Nostalgia Marketing
164 Dynamic Logos
165 Bauhaus Style

Index
Digital
OOH Advertising
16 Development & IT
Trends 17 Ecommerce
Trends 18 Trends
166 Cybersecurity 175 Proliferation of Marketplaces: Competition to 185 3D Creative in OOH

167 Greater Emphasis on Customer Experience Amazon and Alibaba 186 Digital Signage
168 Virtual and Augmented Reality in 176 AI for Upselling and Cross-Selling 187 Interactive Augmented Reality in OOH
Development and IT 177 Voice-Activated Shopping 188 Contextual and Dynamic Creative in OOH
169 Software Low Code/No Code 178 More Demand for Customized Products 189 Streaming in Digital OOH Advertising
170 Blockchain 179 Augmented Reality and Mobile Commerce
171 Internet of Behaviors 180 Transparency and Sustainability in Ecommerce
172 Hyperautomation 181 Headless Commerce
173 Increase in Visual Searches 182 New Ecommerce Subscription and Purchasing
174 5G: More Speed, More Opportunity Models
183 Direct-to-Consumer (D2C) Model
184 Integrating GPS Data into M-Commerce

Index
Marketing
19 Podcasting
Trends 20 OTT Services
Trends 21 Automation
Trends
190 Advertising Investment in Podcasting 196 Subscription as a Business Model in OTT 202 Mobile Marketing Automation
Will Grow Until 2025 197 Intelligent OTT Platforms 203 Automated Social Media Marketing
191 Podcasting is Changing Journalism 198 The 5G Revolution in OTT 204 Content Map Optimized for Each Stage of the Funnel
192 Microcasts or Micro Podcast 199 Personalized Content and Shared Experiences 205 Automation and AI: A Must for Businesses
193 AI Writes and Broadcasts News Podcasts in OTT 206 Highly Effective Automation
194 Clubhouse, The Social Audio App 200 Mobile TV
195 Video Podcasting and Audio Streaming 201 Local and In-House Productions in OTT

Index
Influencer
Marketing
22 Gaming Marketing
Trends 23 Trends 24 New Formats
Trends
207 Discord: "Slack" for Gamers 216 Microinfluencers Will Be Increasingly Important 221 The Metaverse
208 Twitch as a Platform for Branded Content 217 Long-Term Collaborations with Influencers 222 NFT or Non-Fungible Token
209 eSports Marketing on the Rise 218 Employee Advocacy
210 Display Ads on Twitch 219 Performance-Based Offers
211 Ads in “Series” on Twitch 220 Brands Will Seek Authenticity in Collaborations
212 Incorporation of "Boost" in Twitch
213 Cloud Gaming and Crossplay
214 News in Youtube Gaming
215 Netflix Games

0
Image source: Hubspot 11
01 Digital Marketing
Trends
01
Digital Marketing
Trends
“Digital marketing is a field that constantly advertisers must focus on addressing the needs
changes and evolves. This encourages us to and concerns of users.
continually learn and test new formats and
channels in order to improve our clients' This is the new way of understanding digital
campaigns. marketing and it should inform how you
approach your strategy. Transparency, trust, and
For many years it was said that digital truth are the values that consumers are now
transformation was the future for companies, looking for in a brand.
but now it is a reality, due to the massive
increase in digitization caused by the To achieve these objectives, emerging trends
pandemic. This has made social networks include personalization, automating more
some of the most used marketing channels, processes, new tools such as the Customer
especially when it comes to lead generation Data Platform or Account Based Marketing, the
and building up databases. application of agile strategies to marketing,
geolocalized marketing or UGC (user-generated
We are moving towards a human centered content) that brands can use to promote
model where the actions of brands and themselves."
David Tomas
CEO and Cofounder of Cyberclick
3
#1
Lead Generation:
The Main Marketing Objective in 2022
Which marketing strategy helped companies This has led to the decline of campaigns that
grow the most in 2021? According to use third party data, like advertisers who launch
Hubspot's report Not Another State of email marketing campaigns to recruit in third
Marketing Report 2021, lead generation is party databases. Now we are in the era of first
giving companies the best results and will party data. Companies have opted to grow their
surely continue to be a very important trend in own databases in order to be able to move leads
2022. towards sales.
Getting leads is one of the top priorities in After lead generation, the most important
marketing. Many of today's campaigns are actions in order are: increasing customer
associated with social media and influencer satisfaction, increasing brand awareness,
marketing, not just downloading ebooks, closing more sales or contracts, and increasing
registering for events or downloading content. customer retention, among others.
Several factors have led to this trend: the

elimination of cookies, international data
protection laws that have emerged in recent
years limiting what you can send to your own
database (you need the user's consent) and an
increase in privacy.
222 Digital Marketing Trends and Predictions for 2022 Source: Hubspot 14
#2
Most Used Marketing Channels:
Social Networks and Web
There is always the question of which
channels or platforms you should use in your
marketing strategy. The more you can cover
the better, but this is not always possible due
to lack of funds, time or both.
When deciding where to start, you just have to

look at what the marketing experts themselves
say: social networks and a brand's own
website are the leading channels for
marketing. They are closely followed by email
marketing, content marketing and SEO, paid
social campaigns (social ads) and display ads,
among others.
These are the channels that will be trending in

2022.
222 Digital Marketing Trends and Predictions for 2022 Source: Hubspot 15
#3
Human-Centric
Marketing
The traditional approach to marketing is Companies that want to adopt a
consumer-centric, but things have changed. human-centric approach must answer three
Now, we are evolving to a paradigm that puts questions:
people at the center of everything and
addresses people not as consumers, but as 1. What can the people who are part of
whole human beings. This is the era of the company achieve?
human-centric marketing. 2. How do our business decisions
affect people?
In this new approach, your audience is no 3. How can we create value for people
longer passively receiving content. Instead who work at the company?
they interact and contribute their personal
points of view. Success is no longer measured In short, a truly human-centric strategy always
solely in terms of products sold, but in terms starts with people and seeks to achieve a
of the strength of customer relationships. balance between human and business
objectives.
222 Digital Marketing Trends and Predictions for 2022 Source: Beeha.us 16
#4
Viewers Can Now Choose
the Ending of an Advertisement
If you are a gamer or a voracious reader of During the four weeks of the campaign,
books where you can choose your own story, exclusive data capabilities from Telefónica's
you will be used to choosing the ending you Business Intelligence were applied. Thanks to
want. Don't you wish you could also have this this, only households that had a gamer in the
option with advertisements? Well, it's already a family and were connected to Movistar+
reality and is sure to become a big trend in content, were shown the ad on ADDTV
2022. (addressable TV). In addition to the data, this
campaign included the use of Movistar+
Movistar+ aired an innovative Ubisoft interactive capabilities, which gave viewers
campaign whose strategy and creatives were three possible endings.
developed by the Wavemaker agency together
with the Movistar+ special actions creative
team. The objective, in linear and VOD, was to
break with all advertising formats and make
the viewer the protagonist.
222 Digital Marketing Trends and Predictions for 2022 Source: Interactiva Digital 17
#5
Digital Trade
Marketing
Trade marketing is a set of strategies and It is also important to highlight the use of
actions that are carried out with the purpose of digital media (even more so in this
transforming the point of sale, making it more post-pandemic era), not only as an online
attractive to consumers so that they have a shopping channel, but also as an
better shopping experience. In trade accompaniment to the offline shopping
marketing, both the manufacturer (supplier) process. According to Shopify, this is known
and the wholesaler (distributor) set objectives, as showrooming or webrooming and consists
strategies, and action plans to optimize and of searching for information about a product in
improve their relationship, thus achieving one channel and then subsequently making a
greater profitability and providing better purchase through another channel (online or
customer service. offline).
Trade marketing promotes a company's

product to a retailer who then promotes it
better than competitors' retailers.
222 Digital Marketing Trends and Predictions for 2022 Source: Semetis 18
#6
Post Pandemic World:
Digital Trust and CSR
Now more than ever, users want and expect Although currently only a third of B2C
brands to be transparent and express their marketers surveyed consider social
point of view on social networks. Therefore, responsibility to be an effective marketing
brands should demonstrate their values in trend, 45% plan to increase their investment by
their communications. 2022.
The 2020 Edelman Trust Barometer report

concluded that most consumers view trust as
one of the most important factors in making a
purchasing decision.
During the height of the coronavirus pandemic,

transparency became crucial due to the
digitization of many transactions and
purchases. In addition, consumers began to
hold brands accountable for social justice. In
2022, this demand is expected to continue
growing.
222 Digital Marketing Trends and Predictions for 2022 Source: Freepik 19
#7
Customer Data
Platform
Managing customer data is one of the biggest According to the Customer Data Platform
challenges in digital marketing. If this is the Institute, a customer data platform is a system
case in your organization, a customer data controlled by a marketing team to create a
platform may be the solution for you. unified database that can be accessed by
other technologies. It is a system that tags and
This new technology, which improves and centralizes customer data from all channels
optimizes work, consists of a platform and sources, unifies them in a repository and
designed to solve the problems of integrating, then enriches them with attributes to generate
labeling, and storing customer data. This way, audiences and 360º profiles.
you can have a unified view of all interactions
in the customer data platform and have more This type of technology will be a growing trend
information to develop and execute your among digital marketing teams for 2022.
strategies.
222 Digital Marketing Trends and Predictions for 2022 Source: Andesox 20
#8
Google Says Goodbye
to Cookies by 2023
Google plans to say goodbye to cookies again
(the end date was set for 2022, but it has been
delayed). The days are numbered for this
system, which for years has served to collect
user data. In Chrome, cookies will no longer be
supported by the end of 2023.
The company has announced the planned

dates for the phasing out of cookies as part of
its Privacy Sandbox initiative. This will be done
in two phases starting in late 2022. The future
is the controversial FLoC (Federated Learning
of Cohorts), which has already met with
opposition from several companies and is in
fact being investigated by the European
Commission.
222 Digital Marketing Trends and Predictions for 2022 Source: Google GitHub 21
#9
Agile
Marketing
In today's marketing world, being able to adapt Agile marketing consists of applying an agile
quickly is the key to surviving and thriving. This methodology to manage and improve the way
is especially true considering all the changes a marketing team works. This methodology
caused by the pandemic. has several important differences from
traditional marketing, such as a focus on
Being adaptive is key. This is why more and frequent launches, deliberate
more teams are abandoning hierarchical experimentation, and a commitment to
structures and large, long-term projects in customer satisfaction.
favor of agile marketing. This new way of
working provides the flexibility needed to This means no more silos between in-house
respond to a changing environment, but it also marketers and other areas, and a greater focus
brings about a profound change in company on planning quickly and collecting data more
culture. efficiently.
222 Digital Marketing Trends and Predictions for 2022 Source: Paldesk 22
#10
Online
Reviews
Who hasn't consulted an opinion before buying
something? Especially in the digital world
where reviews and opinions appear next to
practically any product or service.
The power of opinions is crucial in digital

marketing, as they are a major factor in
consumer decision making.
This point is closely related to user generated

content. Getting good reviews will help you get
new customers. At the same time, you can use
the positive opinions in your communications
and marketing materials like newsletters,
automated emails, social media, etc. There are
even specialized tools for this type of
campaign, such as SO Connect.
222 Digital Marketing Trends and Predictions for 2022 Source: SO Connect 23
#11
Multichannel Marketing
to Connect Digital Experiences
Connecting with customers today means
using multiple channels of interaction - the
days of relying solely on your website and
making cold calls are over!
Multichannel marketing can involve creating a

blog, a website, corporate social networks, and
using conversational marketing via Whatsapp,
as well as organizing webinars or other events,
and attending conferences.
It is not enough for companies to focus on a

single channel; they need an integrative
approach where they create content for
different platforms and extend their brand
presence across multiple channels.
In 2022, companies must build a strong

customer base by using as many marketing
and communication channels as necessary.
#12
Live Stream
Shopping
Live streaming shopping is a relatively new According to McKinsey, the most popular
concept in the West, but in China it is an product categories are fashion, beauty, food,
extremely popular trend. If you think this is an electronic devices, and home decor and
exaggeration, just look at these figures: during furniture.
the first half of 2020 a third of China's internet
users (about 309 million people) attended a Live stream shopping combines the chance to
live sales session. instantly purchase a featured product with
audience engagement through a live chat or
For example, one of China's most popular reaction buttons. This type of shopping has
streamers, Viya, managed to earn 49.7 million enormous long-term potential for both brands
dollars in a single day in October 2019 during a and ecommerce platforms. According to one
live broadcast. study, it is estimated that sales initiated by
live commerce could account for 10 to 20
Another famous event in China is Singles' Day, percent of all ecommerce by 2026.
which was celebrated in 2021 on 11.11.21,
that is, on November 11, 2021. It focuses on
selling exclusive products for single people (a
growing collective in China) via live streaming
and other promotional actions. In 2021,
Alibaba sold twice as much on this day as they
did on normal days.
#12
Live Stream
Shopping
Live stream shopping can help brands,

retailers, and marketplaces in a few ways. It
can accelerate conversion. This type of
content is entertaining and immersive, which
keeps viewers watching for longer. It also
extends the customer's decision process from
awareness to purchase.
Time-limited tactics, such as one-time

coupons, can be used to generate a sense of
urgency. Companies report conversion rates
of close to 30%, up to ten times higher than in
conventional ecommerce. It also serves to
enhance brand appeal and differentiation.
222 Digital Marketing Trends and Predictions for 2022 Source: ConferWith 26
#13
Location-Based Marketing:
Geofencing and Beaconing
Location-based marketing is a direct ● Geofencing consists of creating a virtual

marketing strategy that uses the location of a "border" around a given area. When
mobile device to alert its owner about offers users from the target audience cross
available at businesses near them. this border, they receive content, offers
or other messages from a brand. For
Typically, location-based alerts are sent to a example, you can put a border around a
mobile or wearable device via a pop-up shopping mall where your brand has a
notification or SMS. Alerts can include store.
information about current offers (e.g. the ● Beaconing. A beacon is a device that
menu of the day at a restaurant) or include an uses Bluetooth or wifi to connect to
incentive to buy, such as a coupon with a predetermined applications that operate
discount code. within range of the beacon. Beacons
send a signal to the device that causes a
The most common types of location-based server to send it a particular piece of
marketing are geofencing and beaconing. content, such as a pop-up notification or
an email.
#14
Green
Marketing
Green marketing (sometimes called ecological

marketing) is the development, marketing, and
distribution of products designed to minimize
negative effects on the environment in
response to consumers' ecological concerns.
Green marketing falls within the scope of

corporate social responsibility and responds
to the social concerns of many consumers.
Today's consumers are invested in
environmental protection and demand that
ecology be one of the values of the brands
they buy from.
02 Digital Sales
Trends
02
Digital Sales
Trends
“As a result of the pandemic, more and more In conclusion, in the face of the current
companies are rethinking their marketing and uncertainty, companies need to be prepared and
business strategies. Many are deciding to digital marketing is the key tool to achieve this."
invest heavily in growing their digital strategy,
or consolidating it if they already have one, to
ensure maximum sales and communications
with customers. These companies seek to
gain independence from their offline or
physical channels.
In 2022, we predict a clear consolidation of

this trend. On the one hand, we believe that
ecommerce launches will continue to increase,
while existing ecommerces will be overhauled.
In addition, we will also see the

implementation of marketing automation
strategies that build customer loyalty.
Anna Ribas
Marketing Strategist at Cyberclick
1
#15
Real-Time Viewing:
Video Calls, Tours, and VR
The pandemic changed the way consumers Many real estate companies already offer virtual
shop and, although it seems that things are tours of properties to improve the results of their
slowly returning to normal, the reality is that advertisers.
some things have changed for good. During
2020, companies learned to sell digitally, even
in sectors such as automotive sales or real
estate.
During 2021 and 2022, some online sales

methods that came about due to Coronavirus
will be maintained for customers who prefer
ecommerce. Some examples are video calls,
360º tours or virtual reality, which allow
buyers to get an idea of what they are going to
buy if they cannot go see it in person.
222 Digital Marketing Trends and Predictions for 2022 Source: Icp360 32
#16
Chatbots and Live Chats
to Sell
Beyond immersive technology, the world of ● Follow-up and personalized offers
sales has also embraced chatbots and live ● Detect pain points in your buyer
chats. These tools, increasingly present in journey
ecommerce, have carved a niche in the world
of sales and lead generation. If you’re in doubt about whether or not to invest
in creating a chatbot for your company, the
The use of chatbots and live chats can create consulting firm Gartner already predicted that in
greater proximity between the user and a sales 2021 more budget would be allocated in this
team, generating more effective, individualized type of technology than in the development of
communications. According to ReveChat, 79% proprietary applications. Thus, the forecast for
of companies say that including a chatbot has 2022 is that chatbots and conversational
had a positive impact on their sales results, marketing will continue to be the main focus.
turnover, and customer loyalty.
To capitalize on this, opt for good quality
Chatbots and live chats can bring the following chatbots that incorporate payment gateways
advantages: within the chat. A cost-effective option is
Facebook Messenger, which has allowed people
● Shorten the lead generation process to make purchases through its chat since 2016
if it is integrated with Shopify.
222 Digital Marketing Trends and Predictions for 2022 Source: Shopify 33
#17
Social Selling and
Social Sales
Social networks are an essential channel in the CRM SuperOffice points out that social media is
world of digital marketing and sales. It has an effective way to replace the old methods of
been a while since different social platforms, calling, demonstrating, and meeting with
such as Instagram and Facebook, began to prospects.
promote their more transactional side, making
in-app purchases and their functionalities for According to a study by Accenture, up to 94% of
ecommerce as easy as possible. B2B buyers search online before making a
purchase, and social networks are a good
But what about businesses that are not retail channel to generate more content and provide
or physical? Can they sell services on social greater value to the user.
networks and get leads? The answer is yes,
Social Sales can work for them too! With Social Sales, you can reduce the time you
spend gaining new contacts, be more assertive
The concept of Social Sales brings something in your communications, and create a better
to B2B that many ecommerce companies have bond with your customers.
been working on for some time: creating a
relationship with the customer through social
networks and bringing them as close as
possible to the point of purchase.
222 Digital Marketing Trends and Predictions for 2022 Sources: Super Office 34
#18
Consolidation of
Sales Automation
From the inbound marketing methodology, Along the same lines, a study by Hinge Research
there is a lot of talk about sales automation. Institute revealed that companies that opt for a
The concept of sales automation, which high level of automation in their sales process
emerged a few years ago, is no longer an generate up to 16% more leads, compared to
innovation but a must in marketing and sales companies that have a basic level of
strategies. automation.
According to a study from McKinsey, up to In conclusion, sales automation techniques no

30% of the tasks within a sales team can be longer belong to the future, but are a part of
automated and, in fact, opting for automation everyday life in many sectors. Are you already
software is already becoming increasingly applying them in your company?
common among many companies.
222 Digital Marketing Trends and Predictions for 2022 Source: Slide Team 35
#18
Consolidation of
Sales Automation
222 Digital Marketing Trends and Predictions for 2022 Source: McKinsey 36
#19
Video Marketing
in Sales
A very important part of the sales process is You can show your products, how your services
providing as much information as possible to work, and who you are as a company, much
the future customer. To do this, the marketing more engagingly with video marketing than you
world has many resources that help you to get can through written publications. For example,
closer to your potential customers, such as you can send out a video about the most
one-to-one consulting, product common questions your potential leads have
demonstrations, or webinars. before a meeting, in order to address more
complex or individualized issues in that
However, did you know that a sales meeting.
representative or salesperson typically
answers the same 5 to 10 questions while Finally, these videos can be included in landing
talking to a potential customer? In these pages, product pages, testimonials, or success
situations, it is ideal to use video marketing stories. Video is a very versatile format that has
resources. a lot of potential in sales and inbound marketing
processes.
The creation of video content can help you
connect with your audience and clearly
answer the most frequently asked questions
from your leads.
Source: Wyzowl

#20
Personalized Communications in
Sales
On the one hand, the automation of sales is This includes customizing content, emails,
increasing. On the other hand, customers nurturing, social media messages, etc. All of
demand more individualized attention. these elements can be customized according to
Therefore, it is essential that you personalize your clients' industry, position in their company,
your communications as much as possible so company size, and many other factors.
that you can generate a bond of trust.
This type of very specific segmentation has
Contrary to what many may think, sending been used for years in the B2C world, but now
personalized communications goes beyond many companies are using it in their B2B sales
changing the subject of an email. There is a because of the results it can provide. According
much more complex level of personalization, to Single Grain, emails personalized by
where you can create smaller, more behavioral factors are three times more likely to
segmented contact lists. achieve good results than mass emails.
222 Digital Marketing Trends and Predictions for 2022 Source: Unsplash 38
#21
Use of Big Data
and Predictions
Data has revolutionized the world of digital With sales and CRM tools, such as HubSpot, you
marketing. You can see your results in real can create dashboards that show your overall
time which helps improve your decision sales position. This way, you can see in real time
making. This same phenomenon has also which customers you have at each stage of the
occurred in the world of sales. buying process and how you can maximize
results.
Metrics and KPIs are not just useful to
evaluate your actions, but also to make sales According to the consulting firm Forrester,
and results forecasts. You have at your companies that base their sales actions on data
fingertips a large amount of data that can help interpretation will play a key role in 2022. So,
you detect purchase intentions, problems in are you already using Big Data to create your
your buyer journey, and much more. business predictions?
222 Digital Marketing Trends and Predictions for 2022 Source: Aretove 39
#22
More Investment
in Loyalty
With the advent of digitalization, we have seen
a worrying phenomenon in the world of
marketing and sales: customer loyalty to
brands can be very volatile. Competition is
increasing in all sectors and consumers are
opting for brands that provide them with
greater benefits and reflect their values.
Therefore, betting on loyalty programs and

taking care of existing customers is a
fundamental part of business. More and more
companies are devoting more of their budget
to customer retention programs than to
customer acquisition. In fact, in a publication
from the consulting firm Forrester, it was
estimated that spending on loyalty programs
will increase by up to 30% during 2021 and will
follow the same line in 2022.
#23
More Diverse
Customer Profiles
An essential part of sales and marketing Your company's future customers will feel more
strategies is the creation of buyer personas. connected to your brand if you take into
This representation of your ideal customer account the different factors that impact their
helps you bring your target to life, giving it a daily lives, from environmental awareness to
more real dimension. social inequalities.
As society advances, so do marketing Moreover, the plurality of your buyer personas

strategies and it’s necessary to adapt to the must be in line with your brand values. How can
needs of a much more pluralistic market. you really understand your customers if your
Companies that want to expand their company does not care about their problems?
customer base must open their minds and put
together more inclusive offerings for their
buyers, while avoiding stereotypes.
#24
Focus on
Company Values
It has been said for years that companies with
strong values get better results and are more
appreciated by their customers. In 2021,
Forrester Analytics has shown that this trend
is still in effect.
According to the study, 69% of respondents

would like companies to be more transparent
in their business practices and up to 87% of
respondents expect companies to have a
positive impact on society with their activity.
We will look at this trend in greater detail in the
chapter on Branding, Design, and UX.
In the same study, 47% of people said they

regularly buy from companies that align with
their personal values. By 2022, these figures
are expected to increase by around 15%, with
an even greater focus on companies with
strong values.
Source: Unsplash 42
222 Digital Marketing Trends and Predictions for 2022
#25
Sales Opportunities
Throughout the Buyer Journey
A few years ago, we started to rethink the
buyer journey model. Customers now have an
omnichannel experience that allows them to
buy at many different times and in many
different ways, from social networks to
internet searches.
It is becoming more and more common to find

numerous sales opportunities throughout a
buyer journey. The old, linear model is losing
strength. You can take advantage of this by
including small sales actions throughout all
the different phases of a lifecycle.
222 Digital Marketing Trends and Predictions for 2022 Source: Cyberclick 43
#26
Transformation
Beyond Innovation
Another important point in the world of sales is
the ability to transform, whether in terms of
business or technology. Many companies have
realized that, with the outbreak of the
pandemic, they needed to transforms their
sales strategies and teams.
As the consulting firm Forrester points out, the

companies that have emerged stronger from
the Covid crisis have been those that have not
only opted for innovation in their sales, but
also for transformation. These companies
have rethought all their sales strategies from
top to bottom. They have included new
technology, improved their actions, and
changed their approach to be more aligned
with their customers.
03 Social Media
Trends
03
Social Media
Trends
“One of the consequences of the pandemic We will likely see new platforms, like Caffeine,
has been an increase in the use of video on try to gain a foothold among the current leaders.
social networks. With the exponential increase Also, a big change in 2022 is that Mark
of users on TikTok, Instagram has made some Zuckerberg has grouped his social networks
updates like adding short videos on Reels and (Facebook, Instagram, and WhatsApp) into a
Google has added Web Stories. In 2022 we will single company called Meta. We will observe
see how this trend continues to occupy more how it evolves throughout the year and what
and more space on digital platforms. new trends will come from this.
In 2022, the user is going to be more aware of

and concerned about security and transparency
and we will see how each social network is
going to adapt to this.”
Gonzalo Anoz
Social Media Strategist at Cyberclick
7
#27
Facebook Has Been
Renamed Meta
Mark Zuckerberg, has grouped his social Zuckerberg believes that in the near future we
networks (Facebook, Instagram, and will spend our time in a three-dimensional,
WhatsApp) into a single company called Meta. immersive version of the Internet that includes
The Metaverse will provide enormous Facebook's technology, among others. It is not
opportunities for individual creators and clear whether it will be in virtual reality,
artists, people who want to work remotely, and augmented reality or through social networks, so
for those who live in places where Meta is betting on all of them.
opportunities for education or leisure are more
limited.
With the purchase of virtual reality company

Oculus in 2014 and with new initiatives in
augmented reality, virtual payment and so on,
Facebook is no longer just Facebook. Hence
the name change to a concept that better
encompasses everything the company now
offers and will offer.
222 Digital Marketing Trends and Predictions for 2022 Source: Zenda 48
#28
Add Yours: New Instagram Sticker
to Create Public Threads
In early November 2021, Meta announced the
integration of a new tool to boost connections
between users through stories. Add Yours, or
Tu Turno as it appears in Spanish, offers a
new sticker when uploading content for
stories. This will allow users viewing the
stories to interact with them, and upload their
own responses, thus creating a thread of
content.
222 Digital Marketing Trends and Predictions for 2022 Source: Instagram 49
#29
The Exponential Growth
of TikTok
TikTok has seen major growth this past year, TikTok's rise in popularity has been dramatic.
surpassing one billion active users. Right now Now ranked as one of the top 10 social
it is a worthy rival to Instagram, but the main networking apps on Android and iOS devices, it
pain point it will need to work on over the next was the most downloaded non-gaming app
year will be more effective monetization for worldwide in July 2021 with over 63 million
its creators. If they can't make money there, downloads. Based on this data, it is clear that in
they will simply move to other platforms that 2022 companies should bet on this platform to
reward them with ads. gain exposure and connect with the right
audience.
In 2022, TikTok will continue to grow at the
expense of other platforms such as Vine and
Snapchat, whose usage rates have recently
declined. Brands will engage with consumers
through personalized content on the platform,
allowing them to connect with customers
while providing value.
222 Digital Marketing Trends and Predictions for 2022 Source: ReelinReel 50
#30
Live Streams
on LinkedIn
With the COVID-19 closures forcing the For now, live broadcasts on LinkedIn are in beta,
cancellation of many physical events, which means they are not available to all users.
numerous companies opted for digital events If you want to broadcast live from your account
instead, where much of the same information or your page, you need to request access to
sharing can be replicated. Though, of course, LinkedIn Live. Please note that not all requests
without the benefit of in-person connection. are approved, and it may take some time for a
response.
To this end, LinkedIn made its Events option
available to all company pages and added the In recent years, LinkedIn has been evolving to
ability to host professional events virtually, look more and more like a classic social network
adding LinkedIn Live to the event stream, which encourages interaction. Videos are the
which enables full streaming directly on the latest step in this strategy, and the numbers
platform. show that they work. On average, live
broadcasts on LinkedIn get 7 times more
reactions and 24 times more comments than
native videos produced by the same people.
#31
Facebook VR
and AR Development
Facebook is moving into the next phase of
digital connectivity, which includes the
development of its own augmented reality
glasses technology and new tools that will
allow users to interact more seamlessly with
virtual and augmented reality.
For these glasses, new tools are being

developed based on a bracelet-like device
that would read muscle commands as they
travel down your arm and then allow you to
respond within the digital environment. A true
revolution in social networking and the
application of VR.
In 2022 we are likely to see many more uses of

augmented reality on social media platforms,
especially those owned by Mark Zuckerberg.
This will impact companies that are betting on
this type of content.
222 Digital Marketing Trends and Predictions for 2022 Source: Social Media Today 52
#32
Increased
User Privacy
More and more Internet users understand the Companies that take the time to build consumer
importance of data privacy and are beginning trust and treat privacy and data protection
to look for alternatives to Google and seriously will be able to reap huge benefits in
Facebook, which profit from user data. terms of getting new customers and building a
good brand reputation.
Alongside this consumer awareness,
regulators are getting stricter about data One of the trends that is sure to continue in
privacy rules. For businesses, this increased 2022 is the importance consumers place on
scrutiny of privacy means they must be even being aware of how advertising works and how
more aware of the latest privacy trends and their data can be misused.
regulations.
According to a study by CISCO, more than 50%

of consumers would switch to companies
they considered to have better data policies.
The desire for trust and transparency is one of
the biggest trends in consumer habits.
#33
More Control
Over Controversial Issues
Mark Zuckerberg stated in 2021 that his
organization was working to better understand
people's different preferences for political
content and would test a number of approaches
based on reducing the distribution of political
content in news feeds for a small percentage of
people in some countries.
During these initial tests, they explored various

ways of classifying political content in people's
feeds using different signals. The analyses
showed that people didn’t wanted to see political
content in their News Feed, so Facebook will try
to reduce this type of content. This trend is likely
to spread to the other social networks in 2022.
#34
Caffeine: New Social Network
for Streamers
This network looked so promising that Fox
decided to invest $100 million in it. It is an
ideal broadcast service for gamers and anyone
else who generates streaming content.
Caffeine was created by former Apple

professionals who stated that in 15 seconds
you will be able to start uploading your
audiovisual material without having to think
about complex configurations. Another added
value is that it promises to be much more
social than Twitch or Youtube gaming.
222 Digital Marketing Trends and Predictions for 2022 Source: Caffeine 55
#35
Increased Use
and Promotion of Video
Videos on social media are more important Whether it's short videos on TikTok or Stories
than ever. They have become an essential part or long-form content on YouTube, videos are
of growing a business and sharing brand the future. Not all videos have to be expensive
stories. There has never been a better time to or heavily produced. You can be creative in
start posting high-quality social media videos how you produce your content. The focus
that are optimized for maximum performance. always has to be on the quality of the content
over the production value. This is what will
According to a study, by 2022 up to 82% of resonate with your audience, so dig deep into
online content will be in this format. This what you want the message of your video to
video boom has manifested itself mainly be.
through two platforms: TikTok and Instagram
Reels. To compete with these two platforms,
YouTube also joined the game with the launch
of YouTube Shorts.
Vertical video is the trending format for ads on

social networks, as most people view these
videos on their mobile phones.
222 Digital Marketing Trends and Predictions for 2022 Source: Cyberclick YouTube 56
#36
More Inclusive
Policies
Society is in the midst of change and,
therefore, networks must adapt and update
themselves accordingly. Because of this, some
social networks are adding more inclusive
policies.
For example, Twitter is about to add the

long-awaited option to add pronouns to users'
profile pages and in people's bios. Selected
users will be able to add up to four pronouns
from a pre-selected list by clicking the "Edit
Profile" button.
These types of updates will be replicated on

other social networks as more and more
people request inclusivity for many more types
of profiles.
#37
Google
Web Stories
Stories are one of the most successful
formats on social networks. We have seen
them on Instagram, Facebook, Snapchat, etc.
Now Google has created something similar.
Google's Web Stories are a version of the

stories you have on Instagram, but devised for
websites.
Web Stories can be placed among the Google

SERPS, or search engine results pages. They
can also be found within the Google Discover
platform, dedicated to content discovery.
222 Digital Marketing Trends and Predictions for 2022 Source: Marketing4Ecommerce 58
04 Social Ads
Trends
04
Social Ads
Trends
“Advertising on social networks has been very We have seen investment in these types of ads
relevant in the world of digital marketing for continue to grow globally, so we predict another
some years now. Platforms like Facebook year of expansion for social ads.
provide options for personalization and
segmentation, key advantages in marketing Finally, the sector will remain attentive to new
strategies for all types of companies. alternatives, attribution systems, and the recent
changes resulting from the launch of iOS14, all
In addition to these platforms, there are new of which can make it difficult to measure
possibilities for social ads on platforms such results.”
as Tiktok, Pinterest, or Whatsapp Business.
The arrival of these platforms and the
constant optimization of ads on social
networks allows companies to better reach
their audience and improve their results.
Berta Ventura
Social Ads Strategist at Cyberclick
1
#38
Social Networks
as Purchasing Platforms
One of the most promising digital marketing Instagram is the leading social network when it In addition, social networks are positioning
trends of 2022 is the consolidation of social comes to shopping. Up to 70% of consumers themselves as a customer service channel,
media as a shopping platform. consult Instagram to discover products and through functionalities such as Messenger or
around 90% of Instagram users follow at least chatbots. It is estimated that 33% of consumers
During the pandemic, consumers quickly one company page. prefer to interact with customer services
became accustomed to online shopping, and through social networks rather than by phone or
social media platforms became popular as When it comes to social commerce, Facebook is email.
shopping sites. In fact, the number of users a powerful option for brands. In 2020 it added
making purchases on social networks in the Facebook Shops to its catalog of ecommerce
United States increased by 25.2% and now features, along with Facebook Marketplace and
exceeds 80 million users. By 2023, this figure shoppable ads. With Facebook Shops, users can
is expected to pass 100 million. create online stores available through Facebook
and Instagram.
This trend is even more evident among
younger users. 37% of consumers aged 15-22 As the popularity of social shopping continues
shopped on social networks in 2021 and 30% to grow, more and more networks will
did so from a story. incorporate an in-app shopping functionality.

#39
Spending on Social Ads
Has Increased by 50%
According to a study by Emplifi, the changes in
online habits caused by the pandemic are here
to stay and brands are increasingly relying on
social media marketing.
If we compare the first and second quarters of

2021, the growth in investment in Facebook
Ads is only 3.2%. But if we look at the figures
for 2020 and 2021, we see that marketers
have invested 49.9% more compared to the
second quarter of 2020.
#40
Higher CPCs
and Stable CTRs
Compared to the beginning of the pandemic,
the cost of advertising has increased. Globally,
the cost per click increased by 85.1% in the
second quarter of 2021, according to data
from the Emplifi study.
This means more pressure for marketers, who

have to make the right decisions to avoid
wasting budgets. Fortunately, the CTR of
Facebook Ads has remained very stable,
which tells us that the ads continue to offer
value to users.
#41
Meta Ads: The Latest News Section
and Instream Video Offer the Best CTRs
More than half of social ad spend goes to the
Facebook News Feed, followed by the
Instagram feed, Instagram Stories, Facebook
video feeds and Facebook instream video.
In terms of effectiveness, Facebook instream

video is the location with the highest CTR
(0.33%), followed by Facebook latest news
feed (0.29%). The gap to the rest of the
platforms and feeds is very noticeable, as their
CTRs have not managed to exceed 0.10%.
222 Digital Marketing Trends and Predictions for 2022 Source: Pexels 65
#42
Customer Service:
Chatbots and AI Solutions
Customer service is a key aspect of social
media. With more and more customers turning
to Facebook and Instagram to solve their
problems, brands need to evaluate their
processes to ensure faster responses and
solutions.
One possible option may be to automate parts

of customer service through chatbots and
other AI solutions. One example of this is the
WhatsApp chatbot.
222 Digital Marketing Trends and Predictions for 2022 Source: Pexels 66
#43
TikTok: Dynamic
Showcase Ads o DSA
TikTok launched a new ad format at the end of
September 2021, known as Dynamic
Showcase Ads or DSA. This new format joins
product links, live streaming, and collection
ads and aims to offer new solutions to make it
easier for advertisers to reach their target
audience.
TikTok's Dynamic Showcase Ads (DSA) are

customized video ads created in real time
from a template. This is populated
programmatically with product data from a
regularly updated catalog.
DSAs are the TikTok version of Dynamic

Product Ads, a type of social ad that is very
popular. They are intended to promote large
product catalogs on apps and social
advertising platforms such as Facebook,
Instagram or Snapchat.
Source: TikTok 67
#44
TikTok Allows Users
to Pay Their Favorite Creators
The tips function is one of the latest additions The application indicates that to get this option
to the social network's catalog of activated, you must have a good reputation on
improvements, and represents a new the social network, comply with TikTok's rules,
monetization channel for creators. This new have more than 100,000 followers and be of
tool was presented by tiktoker Jera Bean, who legal age.
highlighted the new option integrated into the
creators' menu. We will see how this evolves throughout 2022 as
it is still a novelty that is being tested.
It is necessary to make a previous request to
the social network to activate this option, but
the response is quite fast. In just one day you
can have this tipping option activated. The
default amounts are $5, $10 or $15. You can
also send the amount you want starting from 1
dollar.
The creators will receive all the money

donated, TikTok will keep nothing.
222 Digital Marketing Trends and Predictions for 2022 Source: TikTok 68
#45
Link Stickers for Instagram Stories:
An Opportunity for Ecommerce
Instagram already allows all its users to The links posted by users will be reviewed so
include links in their stories. At the end of that this does not become a way to share fake
August 2021, Meta announced that Instagram news or spam.
would eliminate the swipe up option to
include external links to the social network Of course, there are many opportunities with
and would change it for a link sticker suitable this. Looking at it from the point of view of a
for all accounts. Previously, only accounts with brand, it will serve to share content about
more than 10,000 followers could include links, products and services and links that lead to a
but this will no longer be the case with the new direct purchase.
updates.
Adam Mosseri, the director of Instagram,

commented on the evolution of the platform
as it becomes an app that is focused on
growth in four specific areas: creators,
shopping, messaging, and video.
222 Digital Marketing Trends and Predictions for 2022 Source: The Verge 69
#46
LinkedIn Launches
a Marketplace for Freelancers
LinkedIn Marketplace is the new business
space for professionals and freelancers.
LinkedIn launched this exclusive platform for
freelancers in 2021. It will allow professionals
to be hired and paid directly through the
social network.
In LinkedIn Marketplace, people will be able to

be hired directly, better advertise their skills,
and present more extensive information.
LinkedIn will compete directly with Fiverr,
Freelancers, and Workup when it comes to
giving freelancers an independent platform to
improve their business.
222 Digital Marketing Trends and Predictions for 2022 Source: LinkedIn 70
#47
WhatsApp Business
and Product Collections
To further diversify the services of this The company said that it wants Whatsapp to be
messaging app and offer new tools to sellers, the best way for people to buy products and
Whatsapp Business has launched product services, and for businesses to connect with
collections, which will allow for better their customers. They will work to make it easier
organization of store catalogs. for users to see a company's offering on
Whatsapp in order to facilitate this.
Until recently, Whatsapp users could view
business products directly in the company
profile, but now catalog collections will allow
Whatsapp Business sellers to group their
product images by category, a new feature that
is being rolled out globally.
222 Digital Marketing Trends and Predictions for 2022 Source: WhatsApp 71
#48
TikTok Shopping, Product Links,
and Live Streaming Commerce
TikTok has announced a list of new partners for The trend of live streaming commerce or live
TikTok Shopping
TikTok Shopping including Square, Ecwid, stream shopping is coming to TikTok. With
PrestaShop, Wix, Shopline, OpenCart and Base. these broadcasts, brands can connect with
TikTok Shopping is presented as a "suite of
members of their communities in a live
solutions, features, and advertising tools that
TikTok Shopping also revealed that it will soon broadcast. They can promote the sale of their
give businesses the opportunity to capture the
have a shopping API launching later this year, products in real time, sharing links to items
full power of TikTok's influence on purchase
allowing businesses to integrate their product while the video is being broadcast.
decisions." This is what was said at the first
catalogs directly into the social network, and
TikTok World Business Showcase held in
eventually include these products as part of their
September 2021.
organic content.
In early 2021, TikTok began testing in-app
With product links, brands can highlight one or
purchases in the United States, United
more of their items directly in an organic video
Kingdom, and Canada by partnering with
on TikTok with links that will take users to
Shopify. Following this agreement, the
landing pages with product details on the
company allowed Shopify sellers with a TikTok
brand's website.
For Business account to add a new shopping
tab.

#48
TikTok Shopping, Product Links,
and Live Streaming Commerce
Source: Marketing4Ecommerce 73
#49
Twitter Tips
for Creators
Tipping is a feature that allows you to add
links to selected third-party payment services
on your Twitter profile. When you activate Tips
on your profile, people can support you by
clicking on your Tips icon to send you money
or Bitcoin off-platform through the third-party
payment services and platforms you've added.
The purpose of tips is to show support or

appreciation and to help or reward anyone you
want. This can range from creators and
emerging journalists to hosts of Twitter
Spaces and more. Tips are sent through
third-party payment services, such as Venmo
or $Cashtag.
222 Digital Marketing Trends and Predictions for 2022 Source: Marketing4Ecommerce 74
#50
Pinterest and Its New
Shopping Features
Pinterest has announced the international Buy in Lens
expansion of its new shopping features for
consumers and merchants in Spain, Italy, Thanks to visual searches, you can merge offline
Austria, Switzerland, the Netherlands, Brazil, inspiration (products in front of you) with
and Mexico. potential digital purchases of the same or
similar products. With Pinterest, take a picture,
What do these options include? search for the product, see if it's in stock, buy it
and you're done.
Buy in searches
Buy in Pins
When you visit Pinterest to search for ideas,
such as "how to decorate my living room," Users are often inspired by the images they see
you'll find a tab with 100% ready-to-buy results. on Pinterest and want to know how they can buy
You'll be able to filter by price and brand to find the items shown there. From now on, when they
what matches what you're looking for. click on a Pin they are interested in, the products
and shopping categories shown in the image will
be displayed.

Source: Pinterest
#50
Pinterest and Its New
Shopping Features
Product Pins
When users discover products they like,

additional details such as price, shipping
options, and reviews will be displayed. Pinterest
will also offer the possibility to buy it from the
seller's website.
Buy on the Boards
Users will be able to see a "store" option on their

boards.

Source: TechCrunch 76
#51
Twitter
Commerce
In early September 2021, Twitter launched the
"Purchases" tab in the United States in a test
phase. With the aim of expanding digital sales
options, it displays a history of purchases
made within the application. It shows a tally of
all subscriptions or tickets to private Spaces
(Twitter's private audio rooms) that the user
has purchased.
This is an additional means of displaying

information about your business, as well as
mobile applications, product carousels, or an
image gallery.
222 Digital Marketing Trends and Predictions for 2022 Source: Twitter 77
05 Video Marketing
Trends
05
Video Marketing
Trends
“By 2022, 80% of global Internet traffic will In addition, we will see how professional
come from downloading and viewing campaigns can be created with just a
audiovisual content. These types of formats smartphone. This trend that has been around
are more entertaining and visually appealing for a few years now, but we will see it gain
when compared to text. Video advertising ground in 2022."
remains the leading marketing medium today,
with 86% of companies using it as part of their
strategy.
In 2022, we will see many changes in video

formats. We will leave sound behind, make
videos more customizable, and virtual reality
will start to play a more prominent role in the
audiovisual sector.
Clàudia Martínez
Video Marketing Strategist at Cyberclick
0
#52
Short Format
Videos
Short-form videos started to gain popularity in This is great news for businesses, as
2020, but by 2022 short-form video will be a short-form videos delivered the second highest
priority. In 2020 this trend exploded thanks to ROI for B2C marketers in 2021, behind
TikTok. However by 2022 all video platforms will influencer marketing.
be updated to prioritize to these types of
videos. While it may be the second highest ROI trend,
marketers still plan to invest the most in this
After witnessing the success of TikTok and its trend in 2022. For many marketers (around
main competitor, Instagram Reels, YouTube has 32%) 2022 will be the first time they leverage it.
joined the trend with YouTube Shorts to try and
grab its own share of the market. YouTube Short-form video is a key feature in social
Shorts is a new in-app experience based on media today. And according to the data, social
short videos that creators can launch using only media ranks at the top of marketing
their phones. These videos are vertical and investments for businesses. This is likely
limited to 60 seconds. According to YouTube, because, in 2022, there are three key objectives
the experience is focused on three areas: brands have when running marketing
creating, getting discovered, and watching. campaigns: increasing brand awareness,
increasing revenue, and advertising products.
222 Digital Marketing Trends and Predictions for 2022 Image source: Unsplash 81
#52
Short Format
Videos
With social media, two of those three things In fact, more than 25% of adults say they will
can be achieved simply. Brand awareness has close a video after only 10 seconds. More than
always been the main advantage of using half say they will close it after 20 seconds. One
social media. Today, with so many platforms analysis found that Instagram videos should be
offering in-app shopping experiences and no longer than 30 seconds, Twitter videos
advanced advertising formats, brands can should be limited to 45 seconds and Facebook
meet more marketing objectives such as videos should stop at 1 minute.
directly increasing sales.
Some brands are opting for a new marketing
Additionally, consumers have hundreds of technique by creating ultra-short, but incredibly
thousands of videos available to them, so they engaging ads to avoid the dreaded "skip" button
will only be interested in ads that can capture on YouTube. For example, Hefty created a
their attention. This affects the amount of time series of six-second ads titled "Party Hefty.”
people are willing to spend watching ads. So
video ads are becoming more engaging,
concise, and to the point.
Image source: Youtube Party Hefty

#53
Shoppable
Videos
Shoppable videos are here to stay. In 2021, The button takes the consumer to a landing
this type of video started to gain a bit of page where they can complete the purchase
popularity. They shorten the customer journey process. Since 70% of people who watch a
by offering the option to buy products directly YouTube ad buy from the brand, adding a
from the video. It works by displaying a pop-up purchase link to your video can drive more
button that will take users to the product page. sales.
If you’re familiar with shoppable posts on Big brands, such as Benetton, use these
social media, shoppable videos are the next interactive videos to direct audiences directly
generation. Marketers are using shoppable from the runway to their product pages. After
videos when creating content and strategies unveiling its Spring/Summer 2020 collection at
for their business. Milan Fashion Week, Benetton used runway
and red carpet footage to create a highly
These videos will be widely available in 2022 entertaining shopping video in keeping with
and will allow consumers to buy the products the brand. Viewers could click on the hot spots
they see in a video, on the spot. Giving users that appeared on some models to view
an easy way to shop online will increase individual pieces. Or they could select the
click-through rates. Plus, if they see a product "Shop the video" button in the bottom right
they want in your video, they won't hesitate to corner to view the entire collection.
buy it.
Image source: Pasarela Benetton

Spring/Summer de 2020
#54
1:1
Video
Content personalization is not a new trend, but Through this personalization, companies can The reason it works is simple. It is a natural
for video content it is fairly new. Instead of provide highly targeted solutions to consumers' human tendency to pay more attention when you
sending emails or making phone calls, needs, effectively saving them time when it are named and personalized videos take
marketers are producing personalized video comes to searching for those solutions and advantage of this reaction. It makes the
messages for their customers. making a purchase decision. potential customer trust your brand more and
gives them the feeling that they are cared for.
Personalized videos address their viewers It also makes the communication much more
directly by name and other personal details to memorable, which is important as consumers Personalized videos are made by creating a
create a sense of one-on-one communication are more likely to buy brands that they recognize video template into which CRM data is
that feels much more up close and personal. and that provide relevant offers and integrated. These videos immediately connect
Videos with this level of personalization can be recommendations. with prospects on a more personal level. At the
used in the final stages of your sales very least, they leave a strong impression.
marketing funnel to nurture your leads. The principle is quite simple and similar to
personalized emails, as you can change parts of
the video to include the viewer's name, choices,
etc. This is becoming increasingly popular and
efficient.

#55
Live Stream Videos
Continue to Skyrocket
Live video exploded in 2020 when the While consumers prefer video content in
pandemic put an end to in-person events general, they engage much more when the
and experiences. It emerged as an essential content is live. On Facebook, for example,
way for brands to continue to connect with users watch live videos for three times
consumers, and today our perspective on longer than pre-recorded videos and live
what kind of content is "streamable" has content generates six times more
been totally transformed. Everyone is using engagement.
live video, from influencers promoting
products to artists holding virtual concerts. Live streaming videos connect with the user
in an immediate and emotional way, making
For content creators, live video should be at them feel connected to other places and
the top of their list for video marketing experiences. They are an ideal format to
priorities. Even though life is getting back to encourage interaction (e.g. through Q&A
normal, consumer demand for live video sessions) and make your brand convey
content is not going away, it's growing. authenticity.
#55
Live Stream Videos
Continue to Skyrocket
Live videos have several pros, such as This type of content is great for answering
cost-effectiveness, since there is no need user questions, giving you audience a
to invest in the production and editing preview of what's to come, broadcasting
phases. In addition, once the live product launches, demos, and more.
broadcast is over, the recording remains
on the platform, so you can download, edit In addition, live streaming statistics show
and share it over and over again. that users spend three times more time
watching live video (compared to
Live stream videos have the greatest pre-recorded video).
potential to engage users, as they show
that your brand is transparent and
authentic, and show the human beings
behind it all.
#56
Ephemeral
Video Content
Ephemeral content is short visual content that
is usually viewable for only 24 hours, creating
an urgency to view it. The most popular
ephemeral content on social networks are
Facebook and Instagram Stories and
Snapchat Snaps. Leveraging this marketing
method allows for immediate customer
engagement, which will help your brand reach
audiences faster and build consumer trust.
222 Digital Marketing Trends and Predictions for 2022 Image source: Primicias 87
#57
Soundless
Video Ads
It has happened to all of us - you navigate onto 85% of Facebook users watch videos
a page, only to find a video ad playing at full without sound. Also, a recent LinkedIn
volume - and you can’t stop it. Unsurprisingly, study revealed that 79% of videos on its
this type of situation annoys a good number of platform are viewed without sound.
people: 66% of people say they hate video ads Facebook also reported that videos that
that automatically play with sound. use subtitles increase viewing time by
12%. So it shows us that a large number
To rectify this situation, soundless video could of people prefer videos without sound.
be a popular alternative in the coming years.
Statistics say that soundless ads have a higher
CTR (click-through-rate) and longer
engagement rate than in-stream video
advertising. Captions in social media ads help
to add the information needed to understand
the content for more engagement.
#58
Animated
Ads
When we talk about video ads or commercials, Companies use ads with graphics to easily
people usually think of 30, 60 or 90 second connect with their target audience. For
spots or videos. These videos tell viewers a example, Slack frequently uses animation to
short story and use different persuasive tools: make impactful ads.
emotion, empathy, humor, anger, and more.
Another way to tell these stories is through
animated ads.
Animated ads with text are an easy-to-digest

format for consumers who don't want sound.
These cost-effective and dynamic videos
translate the concept of TV spots to the online
medium, allowing any company to advertise in
a different way and, in turn, generate an
effective impact on its audience and target
audience.
222 Digital Marketing Trends and Predictions for 2022 Image source: Animated 89
video from Slack
#59
Video Production
Using Smartphones
You no longer need expensive video
equipment or a big production budget to do Social media influencers have also always
video marketing. In fact, even brands that have used smartphones for their content and, in
big budgets are turning to smartphones to many cases, have surpassed video marketers
create more authentic, relatable content. when it comes to perfecting the art of video
content.
One example is Apple, which created the
successful #ShotOniPhone campaign. In this Perfectly edited TikToks, vlogs, sponsored
campaign, they asked users to submit their ads - you name it. In the end, it's the
best photos taken with an iPhone for a chance “amateurs” who are doing it best right now
to be featured in an Apple ad or billboard. when it comes to smartphone videos.
The campaign generated more than 15 million

submissions and proved that video content
created with a smartphone can be just as
effective as what we see in traditional media.
#59
Video Production
Using Smartphones
However, companies are starting to catch up
as more are realizing that this type of real-life
content resonates with consumers more than
commercials.
It's certainly a trend that will continue to grow

in 2022 and probably the next few years. All
you need to get started is a little inspiration
and the device in your hand.
222 Digital Marketing Trends and Predictions for 2022 Image source: Campaign: 91
#ShotOniPhone
#60
Virtual Reality
Videos
Virtual reality content has been around for a Facebook says the use of virtual reality and
while now, but it's finally starting to take shape 360-degree video technology on its platform
in mainstream video marketing. This is will increase significantly as more people are
because as the technology becomes more able to adopt these technologies. Virtual
accessible, consumers are demanding more reality may never fully replace the in-person
interactive content. Going forward, brands experience, but it is certainly here to stay as a
should be prepared to incorporate this into key tactic for video marketers.
their video marketing strategies, as traditional
video may not always be enough.
The pandemic has accelerated the growth of

virtual reality, as brands across all industries
have used it to create virtual experiences. As
with live video, the idea of what kinds of
experiences can be incorporated into virtual
reality has transformed in the last year and a
half, and consumers are unlikely to want to
give up the convenience and accessibility that
these virtual options offer.
#61
Business
Vlogs
The videoblog, called a vlog, is increasingly However, creating this content isn’t too
being used within video marketing strategies. different from traditional blogs, since you
This is because it has become one of the still have to transmit information, opinions,
most effective ways to share content with or personal experiences. If you are hosting
the public, as it is being increasingly the vlog on your own site, and not YouTube
accepted and consumed. for example, you can also create a space
where visitors can leave a comment or
A vlog is a type of blog that is based on video share the content.
content instead of written content. The
videos are often displayed in chronological
order, although they can also be found
through tags that indicate, for example, the
subject or authorship of the published
videos.
#61
Business
Vlogs
To create a vlog, you need a theme. Look for a It is important to always follow the same visual Vlogs are a great way to reach a new audience,
topic that you’re already an expert in and that style so that your audience can associate a since there are little to no limits to what you can
your audience is interested in. certain color, typography, or sound to the vlog. do. More users prefer to consume interactive
You must also choose a platform where you’ll and visual content rather than written content,
Next, you need resources. Although you share your videos. You can use your own which means that brands should continue to
usually don’t need too much material to create website or blog to publish it, and you can also prioritize these in their digital marketing
a vlog, you must have, at least, a camera that create a YouTube, Vimeo, or DailyMotion strategies.
records at a good quality (or a smartphone). channel, among others, to upload content.
Next, likely a bit of editing will be required to Once you publish your videos it’s time to start
make the video presentable and as promoting them. To start, you should describe
professional as possible, such as adding titles, the videos with keywords, use tags, and share
some sound, and subtitles. them on social media. Finally, ensure you
include some sort of interactive element in your
vlog. It is important to interact with your
audience, so be sure to respond to comments
and private messages.

PR, Communication,
06 and Digital Events

Trends
06
PR, Communication, and
Digital Events Trends
"The challenge of communicating through a
screen is something we have all experienced
during the pandemic and although it may
come with advantages and disadvantages, it is
an increasingly used practice in work
environments today.
2022 will bring new tools that will allow us to

work more efficiently, understand each other
better, and allow teams to launch projects and
strategies remotely.
We expect see our communication skills and

experience expand, along with the rise of
digital events, the renaissance of Google
News, and hybridization between teams."
Tanit de Pouplana
Communication Strategist at Cyberclick
7
#62
Diversity, Equity, and Inclusion
in Communication
According to Sprout Social, 70% of consumers An example of a brand who did this right is
want brands to take a stand on social and Nordstrom. In 2020, they announced a five year
political issues. This increase in numbers only plan to increase DEI efforts in their stores, by
shows that this is an important issues for increasing sales for Black and Latinx-owned
users, and we can expect to see more of it in products and launching a strong influencer
communications in 2022. marketing campaign with Black and Latinx
influencers.
Specifically, after the rise of brands taking
stands in 2020, it is expected that more brands
will emphasize diversity, equity, and inclusion
in their communications and engagement
strategies. However, consumers are not dumb.
It is not enough to simply say you are focusing
on being more equitable as brand. You must
show it.
222 Digital Marketing Trends and Predictions for 2022 Image source: Forbes 98
#63
Visual Communication
While Working Remotely
According to Gartner data, among Visual communication has emerged as one of
professionals who have the option to work the key tools to address these new problems.
hybrid or remotely, 75% of them agree that They help to build human connection and make
their expectations for flexible work have in-house professionals feel part of your team.
increased. This implies that the future of work
will see more hybrid working styles. This new According to the InVision study, 65% of the
flexibility has led to the creation of new work population are visual learners. It’s not surprising
paradigms which require tools that adapt to when you consider that the brain processes
this way of working. images and videos 60,000 times faster than text.
People are visual beings.
But of course, every good thing has its
downside. In the face of remote working 44% In the past, "visual communication" meant
of employees fear that remote work will take exchanging ideas on a whiteboard in a
away the feeling of belonging to a community conference room. But now, online whiteboards
and lose connection with colleagues, while help teams be more efficient and productive.
43% are concerned about reducing
collaboration among team members.
222 Digital Marketing Trends and Predictions for 2022 Image source: InVision. 99
Digital blackboard.
#64
“Phygital”
Events
Zoom and Meet exploded in popularity during And this is where the acronym Phygital
the pandemic and became our work offices, (physical and digital) comes from. It defines
meeting rooms, and a event and training events that break down geographical barriers,
spaces. As a result, Zoom gained 290 million increase attendance, and amplify immersive
users, in just 5 months. experiences, without losing the human
component that provides interaction with brand
But now, as everyone starts to return to the and product spokespeople.
new normal at different times, its clear to see
that these tools are here to stay. They allow
users to break down geographic barriers and In the new normal, 7 out of 10 events have
provide the opportunity for users all over the exchanged face-to-face events for virtual ones,
world to join in on events, even face-to-face according to data from the Professional
events. Convention Management Association (PCMA).
222 Digital Marketing Trends and Predictions for 2022 Image source: Statista 100
#65
Communication Contributing
To The Bottom Line
Communication can have a direct impact on
your clients' bottom line.
How? The key is by evangelizing CEOs so

that they understand that this premise is a
core value of today's pioneering companies.
Effective communication must be an

additional skill that today’s CEOs can employ
and master. José Manuel Velasco explains it
perfectly in his latest blog post, which
summarizes the concerns and occupations
of communication managers in this regard.
Moreover, Scopen’s 2021 biannual report
reveals that one of the great challenges for
communication consultancies is to
demonstrate the added value of
communication to the clients' business.
222 Digital Marketing Trends and Predictions for 2022 Image source: FreePik 101
#66
Decrease in
PR Investment
Companies participating in the PR SCOPE
Spain 2021-2022 invoice, on average, 280€
million euros annually, 18% less than the
previous edition (2019). This means PR
budgets have decreased, over the same
period, by 5%. Although the resulting ratio
(PR budget/sales) of 0.1%, it has remained
similar over the last 12 years.
According to SCOPEN, 61% of the

companies analyzed work with consultants
who solve their needs in an integrated way
and 39% work with specialized consultants.
222 Digital Marketing Trends and Predictions for 2022 Image source: FreePik 102
#67
Destruction of Silos
Between Areas
The dividing lines between the different One example is New York Times. As they
departments of a company are blurring: for transitioned to the digital environment, they
example - SEO, marketing, or media can all be decided to create different offices and spaces
in one team now. Announcing a new product for content creators working for the print edition
via Facebook, in the traditional press, and at a vs the digital content creators. This was a
special launch event would require all of the monumental mistake, because
aforementioned skills and teams to work compartmentalizing meant that there was no
together. mutual learning by osmosis. It only fostered a
caste system.
Those who work in agencies or
communications can no longer consider
themselves just "article authors", "SEO gurus"
or "crisis avoidance experts".
Professionals will have to continue to become

multi-skilled and all members of a team will
be expected to have the same, or similar,
knowledge. Extreme specialization is in
regression and it is now necessary that we all
know a little bit of everything.
07 Email Marketing
Trends
07
Email Marketing
Trends
"Email marketing is one of the oldest digital Artificial intelligence and machine learning are
marketing tactics, but that doesn’t mean it’s helping to personalize emails to the max, and
outdated. It’s constantly being optimized and new technologies are allowing us to generate
changed, and every year it becomes more greater interactivity, such as the inclusion of
important and new types of strategies emerge. video, or create multichannel campaigns by
adding extra actions such as SMS.
Email has become a very important tool for
database engagement and most strategies are User generated content in emails has become a
focused on lead nurturing. Newsletters or "must" in email marketing, utilizing your users'
automated emails help to nurture potential content to generate trust among potential
customers with valuable content, and build customers.”
loyalty for those who are already customers.
Ester Solsona
Digital Marketing Strategist at Cyberclick
0
6
#68
Advanced Personalization
in Newsletters Using AI
In 2022, take your email marketing
personalization to the next level.
You’re probably already using your
contacts’ names in your emails and
segmenting your messages by
demographic or behavioral
characteristics. But you can personalize
your emails even more, which will give
your audience a greater sense of
familiarity.
One way to do this is by using technology

and automation based on machine
learning. AI powered platforms can
personalize content based on the
subscriber, giving potential customers the
impression that the newsletter they just
opened was created just for them.
222 Digital Marketing Trends and Predictions for 2022 Image source: Pexels 107
#69
Neuroscience
Applied to Email Marketing
One of the many applications of neuroscience is
in neuromarketing, a discipline that tries to
understand how consumers’ brains work when
making decisions. It focuses on how brands can
use this knowledge to promote their brand, both
in terms of promotional messages and product
design.
Through studies focused on these techniques,

scientists have identified a series of patterns
about how our brains work that can be applied
to the world of marketing. Let’s review how you
can use neuroscience to optimize your email
marketing campaigns.
#69
Neuroscience
Applied to Email Marketing
One tip is to use more emotional emails. Social proof is a fundamental communication Another field of study in neuromarketing is the
Neuroscience allows scientists and marketers strategy between people. It is based on a very emotional associations of colors, which help to
to identify the content, tones, themes, and simple principle: people seek confirmation of understand why users make decisions, like
visual elements that grabs the user's attention their choices by observing the choices of others. clicking a call-to-action button for example. A
and generate emotions, which increases the You can take advantage of this phenomenon in simple way to understand how this works with
chances conversion. The best your email marketing by including the following your own marketing material is to perform A/B
recommendation is to optimize all parts of information in your communication: information tests with different texts, shapes, locations and
your emails (subject line, text, images, emojis, about users who have tried your product or colors on your content, like CTA buttons or links.
etc.) so that they create an emotional reaction service, the most popular products purchased by
that will help to create a strong bond with your others, testimonials and positive reviews.
customers.
A cognitive bias studied in neuromarketing is the
scarcity principle: our brains want more things
that are available in limited quantities or for a
limited time. This is a well-known fact in
marketing and it is why limited-time discounts
such as Black Friday are very effective.

#70
Email Marketing
for Digital Events
Year after year, email marketing continues to be one ● Organize the segmentation and
a favorite among marketers thanks to its versatility. targeting of your mailing list to reach all
Email adapts to all types of companies and participants for your event.
strategies and can accompany users throughout the ● Easily run A/B tests.
customer journey. ● Automate the entire event registration
process.
More recently, email marketing has managed to ● Extend the reach of your campaign by
make digital events a success, due to the using the mailing list to create similar
hyperdigitization caused by the pandemic and the audiences on Facebook Ads and other
different restrictions on events. It’s safe to say online advertising platforms.
digital and hybrid events are here to stay and the ● Communicate with attendees, speakers
use of automated email marketing has become an and sponsors.
essential tool to promote a digital event before, ● Measure all interactions before, during
during and after the event takes place. and after the event.
Email marketing is not only a channel to send Before you start sending emails to your
invitations to your event, but it can become a good database, you have to make sure that the
"operations center" from which much of the following elements are ready: the database,
management can be carried out. Let’s look at some the targeting, the personalization strategy, the
of the benefits: landing page or registration microsite, and the
invitation codes or payment gateway.
#71
Clean Your
Data Base
Poor quality databases cause delivery and
open rates to drop, and can even cause you to
end up classified as spam. So, start 2022 on
the right foot by removing inactive users from
your database once and for all and remember
to repeat the process at least every six
months.
#72
No More
“noreply” Emails
Do not use a "noreply@yourcompany.com" Instead, we recommend using an

email address. You’ve likely received emails email address like
from email addresses starting with "noreply". employeename@yourcompany.com or
Although this is a common technique, it can customersupport@yourcompany.com. And of
cause several problems: course, make sure that someone monitors and
● It reduces the deliverability of the responds to the emails.
emails.
● It increases the chances of being
marked as spam.
● It worsens the customer experience,
since users cannot send you their
questions.
#73
More Privacy
in Email Marketing
We have talked about personalizing your For example, Apple prioritizes this issue and
emails as much as possible, but you must also takes many actions to defend the privacy of
prioritize your contact’s privacy above all else. its users. It has created a set of rules called
Mail Privacy Protection that will have a major
This may seem contradictory, since users impact on message tracking because it will
opt-in to share their personal information, but prevent senders from knowing when a
they also expect privacy. Whether it seems message has been opened.
contradictory or not, you must inform all your
contacts that their personal information is
safe in your CRM and will not be hacked or
sold to third party sources. Without a robust
privacy policy, your click-through rate and
conversions will suffer in the long run.
#74
User Generated Content
in Email
User generated content (UGC) is exactly what The benefit of this content is that its completely
it sounds like, and includes customer reviews free, and you can use it in your subject lines,
and photos of customers using your products headlines, or text of your emails, to increase
or services. your conversion rate and, therefore, your ROI.
The concept of social proof is crucial in digital

marketing. Showing that other companies or
consumers are delighted with your products
can convince someone else to make a
purchase. It is relatively easy to get
user-generated content. For example, you can
ask your customers to leave a comment about
their experience with you on social media.
#75
Kinetic
Email
Have you heard about kinetic email? This new With the release of the iPhone, more and more
revolution in email marketing offers users a email clients have started to support HTML5
visual and interactive experience within their and CSS3, making it possible to create
own inbox. advanced, mobile-optimized layouts. Today,
kinetic emails work with Yahoo Mail, Gmail,
To achieve this, these emails take advantage Outlook 2003, Outlook.com, AOL, IPad and
of the latest devices and programming some Android clients.
techniques. In short, it is similar to an
interactive web page within the email itself.
This means the possibilities are nearly
endless: pop-up buttons, interactive areas,
image galleries, searches, shopping carts to
add orders directly in the email...
#76
Increased Interactivity
In Mailings
Interactive emails have additional elements

that respond to user actions. For example,
elements that change on mouse-over,
navigation buttons, or menus. The user
experience can be different for each user
depending on their actions.
The advantage of interactive content in emails

is that it allows the user to perform an action
on it. The user explores the information
presented and interacts with it, resulting in
different ways of traversing it.
#77
Sending Time
Optimizations
If you're wondering what time is the best to
send your emails, the send time optimization
option will help clear up any doubts. This
sending option uses data science to determine
when your contacts are most likely to interact
and, based on that information, sends your
emails at that time. This is already a feature in
Mailchimp, and we expect to see it in
For example, if you schedule your email to

send in the next 24 hours, each user will be
sent an email at the time they are most likely
to open it (based on information from previous
opens). This is a growing trend, which we
expect to become a regular trigger by 2022.
#78
Integration of SMS
in Email Marketing
According to our experience at Cyberclick from our
Integrating text messaging programs into
customer’s campaigns, we can get a better open
your email marketing campaigns can provide
rate with SMS than with emails. But, the best thing
an extraordinary customer experience, if done
to do is an A/B test to determine which action
correctly. Mtarget and Mailjet offer tools that
works better. Although the two can complement
allow you to send texts to your database.
each other perfectly.
Email marketing is a very powerful tool, but in
Each channel has unique key benefits that, when
some sectors or audiences it may not provide
used strategically in combination, bring out the
the expected results due to audience attrition.
best in each other. This is sure to be an
Therefore, by incorporating texts as an
increasingly widespread trend in 2022.
alternative option you give your email
marketing strategies another shot at success.
08 Programmatic Advertising
Trends
08
Programmatic Advertising
Trends
"Programmatic advertising has proven to be a Undoubtedly, one of the biggest challenges
useful tool that helps to offer users the most facing display advertising this year is the
appropriate ads for them. Thanks to Big Data, disappearance of cookies. Therefore, many of
we can improve the performance and the tools and partners we’ll find in the market
optimization of our ads. will place an emphasis on focusing on operating
through First Party data".
Plus, by combining programmatic advertising
with other branches of digital marketing, it
becomes an extremely versatile type of
advertising with many different applications.
Data and programmatic advertising are
increasingly combining to offer top tier
optimization in digital marketing.
Víctor Álvarez
Marketing Strategist at Cyberclick
2
1
#79
Increased Investment
in Programmatic Advertising
Through the years programmatic advertising By 2022, it is estimated that advertising
has been on the rise, with increased usage investment in the programmatic sector will
and investment figures. The proof is in the continue to grow. In the U.S., it is estimated that
pudding - the use of algorithms to buy digital the business could reach 95 billion in
advertising is effective. investment, while in Europe, 80% of advertisers
expect to increase their spending on
Numerous studies have shown that in 2020 programmatic advertising.
investment in programmatic advertising stood
at around $63 billion in the United States Why are we seeing this increase in investment?
despite the pandemic. In Europe, this figure According to IAB Europe, the answer may lie in
stood at $23.4 billion. video programmatic advertising.
In 2021, investment in grew in both regions. In

the U.S., forecasts predict that it will have
reached around $80 billion and, in Europe, that
it will exceed $28.8 billion.
#80
Prioritizing
User Privacy
Privacy is an increasingly important concern Google's goal is to introduce new technologies
for Internet users. As users expect increased that offer advertisers the same functionality as
connectivity and relevant advertising, they cookies for targeting programmatic advertising
don’t want it at any price. Users are wary of campaigns, but that are more respectful of
mishandling of their data, especially with users' privacy and security.
advertising and the Internet.
For this reason, companies such as Apple and

Google have already begun to implement
measures to protect their customers. In 2020,
Apple approved the first measures, such as
restricting cookie tracking with iOS 14. In the
same vein, Google has announced plans to
eliminate support for third-party cookies in its
Google Chrome web browser by 2023.
#81
Testing Google’s
Privacy Sandbox
As an alternative to cookie-based advertising,
Google Chrome is launching its Privacy
Sandbox project. Its goal is to reduce improper
tracking of users while still allowing ad
targeting within the browser.
The Privacy Sandbox represents an alternative

way for Google to use anonymous signals
(that are not cookies) from an individual’s
Chrome browser and browsing habits, that still
benefit the user.
222 Digital Marketing Trends and Predictions for 2022 Image source: Privacy Sandbox 124
#82
Contextual Targeting for
In a future without cookies, one type of
targeting for programmatic advertising
campaigns will become increasingly
important: contextual targeting. This new
method consists of placing ads on a page that
is as relevant as possible to the advertised
object. For example, if we want to advertise
car insurance, place the ad on pages that deal
with related content.
It seems obvious, but this classic method of

placing ads and targeting users is making a
comeback thanks to the elimination of
cookies. With contextual targeting, brands can
place ads that are more relevant, and avoid ad
fatigue, while also taking care of their
customers' privacy.
#83
Expansion Of Programmatic
Advertising In Marketplaces
Programmatic advertising has become very En segundo lugar, recientemente Walmart se ha
profitable and many companies have seen the sumado al mundo de la publicidad
potential in buying and selling this type of programática. La icónica compañía
advertising space. Some companies that have estadounidense se inició en este sector durante
joined this trend are the big online 2020, y ha aprovechado este 2021 para adquirir
marketplaces, like Amazon. nuevos clientes en este tipo de anuncios y
consolidarse. Según Roirevolution, un 35% de
Amazon started programmatic advertising las empresas de EEUU usan Walmart
marketing in 2018, becoming another Advertising para sus campañas de retail.
advertising player, like Google and Facebook.
Since then it has become one of the most Finalmente, CVS, la conocida cadena de
important platforms for online advertising. farmacias estadounidense, también ha
desarrollado su portal de publicidad
programática: CVS Media Exchange (CMX). La
plataforma permite comprar anuncios en
formato de vídeos, search, redes sociales y
banners, además de publicidad display en
tiendas y out-of-home.
222 Digital Marketing Trends and Predictions for 2022 Image source: eMarketer 126
#84
in OTT Services
Over-the-top or free-to-air services, such as According to eMarketer, programmatic
Netflix, are important online platforms. They advertising spending on OTT/CTV services
have displaced traditional television in many increased by 52.9% in 2021. Along the same
aspects, and have added a fresh take on new lines, Pixalate notes that 72% of U.S. households
digital strategies, like their advertising can receive programmatic advertising through
potential. this channel (representing a 59% growth
compared to the first months of 2020).
OTT services collect a lot of information from
users - from their demographic data to their
personal tastes, providing a wealth of useful
data for advertisers. As a result, these
companies are generating more and more
revenue through programmatic advertising.
#85
in Video Games y E-Sports
One of the industries that has grown the most Mobile Marketing Magazine also points out that
with the pandemic has been gaming. Video programmatic advertising also has potential
games and e-sports have grown with the rise of mobile gaming. According to
exponentially. According to Statista, time GamesIndustry, game downloads on cell phones
spent on gaming entertainment has grown by increased by 35.7%.
39% globally.
In conclusion, the combination of programmatic
Programmatic advertising has taken advertising and video games opens the door to
advantage of this growth to expand its many possibilities for advertisers, allowing them
channels. More advertisers are combining to reach a more global, younger, and digital
these type of ads with in-game advertising audience, while obtaining optimized results with
actions, like using advertising space within automatic bidding.
video games.
222 Digital Marketing Trends and Predictions for 2022 Image source: Mobile Marketing Magazine 128
#86
Wearables
Wearables are devices that are present in There are some companies, like FitAd, who have
many areas of users lives. This type of specialized in marketing for these types of
technology accompanies users during their devices. For example, they can send
daily lives, collecting data on their activity, like personalized advertising campaigns to users
FitBits and Apple Watches. This information is with Samsung or Sony smartwatches.
interesting for advertisers, who can use it to
better target in campaigns.
It’s not surprising that wearables have become

a target for programmatic advertising. As
Admixer states, the demand for these
products is expected to grow in the coming
years, reaching 490 million wearables sold in
2023 worldwide.
#87
Increased Consumption
Outside the Usual Platforms
In the tech world, platforms such as Facebook, As the study points out, the main reason users
Google or Amazon receive most of the praise are abandoning these platforms is due to a lack
and admiration. However, a study by OpenX of relevant relevant content for them and low
has revealed that users today spend more engagement.
time browsing on the open Internet than on
these platforms. The bottom line? You don't need to invest your
entire programmatic advertising budget on
Internet users are increasingly leaving these these platforms. If you bet on lesser known but
big companies and reducing sessions on their high quality websites, you can publish ads that
websites: 30% of users tell OpenX that they appeal to your audience and avoid the ad fatigue
spend less time on Facebook and YouTube that exists in conventional platforms.
now than they did a year ago.
#88
Fraud Risk
and Prevention
As mentioned earlier, programmatic As a result, in 2021 many companies performed
advertising boomed last year, attracting more exhaustive analyses of their programmatic
investors than ever before. But, along with advertising investments, examining every portal
these new opportunities, there are also some where their ads appeared. We expect to continue
bad actors trying to negatively take advantage to see this in 2022.
of the growth.
Due to the massive growth, many companies

have dedicated parts of their budget to these
ads, only to not see any positive results.
According to TechCrunch, some programmatic
advertising channels even recorded 24% fraud
in 2020. This type of fraud can include selling
fake ad spaces.
09 Native Advertising
Trends
09
Native Advertising
Trends
"The native advertising vertical is growing in

response to the need to provide less intrusive
content marketing approaches, and instead
offer valuable content to users. With the
increased momentum of the past few years,
we see that trends in this field involve looking
for new formats, and adaptations in form and
functionality."
Diana Palau
Digital Marketing Strategist
3
4
#89
Mobile
Native Advertising
b. Marketplaces
In online marketplaces like Amazon or
Mobile native advertising is not new; users Aliexpress users can find native ads
have been engaging with it for several years among the search results, which can
now, often without realizing that it is, in fact, easily blend in with the rest of the organic
advertising. However, we expect that in the results. This allows advertisers to gain
coming years it will become more visible greater visibility among the rest of the
and widely used by companies. products, especially since these ads are
This type of advertising stands out for its often among the top search positions,
formats, which can include the following: making it easier for the consumers to click
on them.
a. In feed on social media -
Users scrolling through social networks c. Map Searches
such as Instagram or Facebook, can find We expect to see native mobile ads
native ads and perceive it as another type of become more popular in Map mobile
content of the platform, although it will be apps. Although it is not yet a widespread
marked as "sponsored." On Facebook, native practice, we have increasingly seen this
advertising is present both on mobile advertising content in these applications.
desktop, however, on Instagram it is only
present on mobile.
222 Digital Marketing Trends and Predictions for 2022 Image source: Google 135
#89
Mobile
Native Advertising
On map applications these ads appear
mostly for restaurants, but they can also be
used for other places, like supermarkets,
shopping malls, leisure centers, and more.
The popularity of mobile native advertising

is due to the fact that the content is
camouflaged, which means it is not
perceived as intrusive by users.
Additionally, it often bypasses ad blockers,
since most ad blockers cannot detect native
advertising. By opting for personalized
content that is relevant and non-intrusive to
users, you’ll be sure to succeed in 2022.
#90
Storytelling and
Ad Positioning
According to the Online Publishers
Association (OPA), the acceptance of native
advertising has increased and up to 53% of
Internet users are more attracted to these
type of ads.
One reason is because native advertising is

seen as less intrusive and does not affect the
user's browsing experience. Additionally,
users respond positively to ads in the "You
may be interested in," section which are
frequent at the end of online articles. Most of
these include storytelling content that
increases users' interest in the ads.
#91
Increased Interest
in Content
In addition to the previous trend, users were

also more attracted to native advertising that
provided personalized content or content
tailored to users' previous searches.
According to Semify, 45.4% of the users

interviewed commented that native
advertising ads often provide relevant content
and that, therefore, they have no problem
clicking on them to find out more. This proves
that as long as the content provides value to
users, they can be used increase traffic to
businesses.
222 Digital Marketing Trends and Predictions for 2022 Image source: Semify 138
#92
More Visibility for

Branded Content on Instagram
Branded content on Instagram is any These tools are now more visible when
content paid for by a brand and publishing stories. Now when creators go to
published by a creator. The creator post a story, they will find a button in the This icon
receives compensation, either in money story editor with which they can tag the now
or in products, in exchange for brands they are collaborating with. appears in
publishing the content. Instagram
Stories.
Whenever creators receive something of
value in exchange for posting content,
they are legally required to disclose the
collaboration with the brand. To facilitate
this process, Instagram has a specific
branded content tool to tag paid
collaborations and facilitate the
relationship between brands and
influencers.
222 Digital Marketing Trends and Predictions for 2022 Image source: Instagram 139
10 Marketing Content
Trends
10
Marketing Content
Trends
"Content marketing is becoming more Podcasts are no longer niche; today, a large part
important for companies, evidenced by the of the population consumes content in this way.
increasing budgets allocated to its creation. It Another major trend for 2022 will be delivering
is the backbone behind inbound marketing, segmented content via IP with account based
and automation marketing relies on its marketing, a technology that is increasingly
personalized dissemination. Content must be gaining prominence in B2B.
understood as a brand asset that helps to
educate your audience, position your brand as Content marketing is already in a mature phase
a reference in your sector, and to close sales. of its integration, which means in 2022 we
expect to see the death of "vanity metrics", and
Video is still the king of content, but interactive instead are looking towards metrics focused on
content, viral articles in product list format sales and ROI."
(that are perfect for affiliate actions), visual
storytelling through augmented reality, and
user-generated content (UGC) are trending. We
also can’t forget about audio channels, with
star formats like podcasts.
Helena Alcoverro
Inbound Marketing Strategist
4
2
#93
The Most Important Metric
In Content Marketing: Sales
In content marketing there are many metrics
that can be used as KPIs, but knowing which
ones to choose can always be a bit difficult.
Well, look no further than the new number
one metric: sales.
According to Hubspot's Not Another State of

Marketing Report 2021, marketers generate
content to make a sale. The bottom line is,
content has to be focused on the bottom line.
222 Digital Marketing Trends and Predictions for 2022 Image source: Hubspot 143
#94
Video
is King
In the last two years, the most popular type
of content among marketers has been
video. Nearly 65% of marketers say they use
it regularly in their marketing strategies,
according to Hubspot's Not Another State of
Marketing Report 2021.
Following videos are blogs, infographics,
case studies, interviews, ebooks, white
papers or checklists, among other types of
content.
#95
Content Focused on
Direct Voice Response
In 2020, 200 billion voice searches were
performed per month, according to Trends
Report data. In the near future, however, this
type of search could account for half of the
queries made by users in the digital
environment.
The use of Alexa, Echo Dot, Google Home,

Siri and other screenless search devices is
expected to increase. Similarly, it is also
becoming increasingly common to perform
voice queries on search engines such as
Google via mobile.
This means that content creators will need

to provide answers in line with the needs of
voice searches, i.e. more direct, shorter and
faster responses. Answers to queries will not
require additional context.
222 Digital Marketing Trends and Predictions for 2022 Image source: Cyberclick 145
#96
Content
Communities
Given the radical change in the digital space The content that is booming in these
from 2020-2021, it's no surprise that one of the communities include:
fastest growing trends is the creation of ● Online discussions
content communities. Companies are ● Virtual meetings
focusing their customer retention strategies ● Live trainings
on building strong online communities that ● Webinars
bring value through qualitative content.
The most common way to create these groups
Competition is fierce, so for a content is to make them subscribe to contact them via
community to thrive, it must be trustworthy email. This feeling of exclusivity is intended to
and high quality for its audience. Otherwise, make the customer feel valued in the content
consumers will look for alternatives. creation cycle.
222 Digital Marketing Trends and Predictions for 2022 Image source: Reshot 146
#97
Product
Listicles
Everyone remembers when Buzzfeed articles Listicles are perfect for affiliate marketing,
were the king of your Facebook feed. To find as they are a powerful tool to position
out why this type of content is so popular valuable content in search engines and
with users, Buzzsumo conducted an get conversions through affiliate links.
extensive analysis of content published on
Buzzfeed to determine which content offered An interesting example is articles that list
the best performance. products or tools. They are useful in an
SEO strategy, due to their ease in
Can you guess the results? After analyzing reaching top positions in a short time,
more than 15,000 articles with the Wordstat and in viral campaigns due to their high
tool (which conducts deep text analysis), they level of sharing and interaction. So keep
found that the most used type of content an eye on them for 2022 because they are
was "numerical". That is, articles with lists of here to stay.
concepts, also called list articles or listicles.
222 Digital Marketing Trends and Predictions for 2022 Image source: Buzzsumo 147
#98
Comparative
Content
Users often compare products and look more These pages have a large number of visits
in depthly at the pros and cons of different and help users make their final decision. So,
products when they reach the final stages of why not create one of these pages?
the buyer journey. Many people use price and
feature comparison sites at this stage of the They can help you:
decision making process. ● Attract high quality traffic close to
making a purchase
A price comparison or comparison shopping ● Position your brand as a reference
engine gatherers product and pricing in your sector
information from participating retailers and ● Generate more sales with your
then displays all the information on a single products and services
page, comparing each of the products. ● Receive income from affiliate links
of the products or services you are
comparing
#99
Mix Between Organic
And Paid Content
Going viral and reaching a wide audience
quickly with organic content is harder than
ever. That's where advertising comes in.
Advertising helps reach more people and get
more interaction with content.
You don’t always have to fight with the

organic algorithms that exist on search
engines, social media, and content platforms.
Striking the balance between organic and
paid content can multiply sales. However, the
first step is always creating unique and
valuable content.
#100
Content Creation
using Data
Creating content because you think

something will go viral or could rank in the top
spot on Google, is over. Content should be
created based on data and not on intuition.
Data is here to stay and help make marketing

more scientific. This way you can make
decisions based on evidence and real data.
Pay attention to your own metrics - what

works and what doesn't - as that will give you
the best results in terms of content. Organic
strategy metrics can also be very useful for
advertising strategy.
222 Digital Marketing Trends and Predictions for 2022 Image source: Reshot 150
#101
Visual Storytelling through
Augmented Reality (AR)
Humans are visual animals and we 93.3 million people used augmented reality
incorporate information faster into our brains at least once a month in 2021, and by 2022
through visual content than through written it is expected to be 101.6 million, according
content. MIT neuroscientists determined that to eMarketer.
the brain can identify images that have only
been seen for 13 milliseconds. Images go Pokémon Go, IKEA, Sephora and Warby
directly into our long-term memory, while text Parker are examples of games, brands or
does not. companies that have used augmented
reality to create engaging, value-driven
This is why it is essential to include images experiences.
or audiovisual highlights in your content. It
helps people to remember your company or However, the most cutting-edge news in the
brand. Plus, images or videos make the AR space is Facebook's metaverse, which
content less monotonous, generate more will be based on augmented reality and
interaction, and increase the value of the virtual reality experiences. Let's see how
brand. this new adventure of Zuckerberg's turns
out.
222 Digital Marketing Trends and Predictions for 2022 Image source: eMarketer 151
#102
Account Based Marketing: Content
Segmented And Delivered Via IP
You've probably heard of Account Based ABM uses real-time ad buying and
Marketing or ABM. If not, this is one of the IP-based identification to create a highly
most revolutionary strategies in B2B accurate, real-time marketing technique.
marketing.
Because of this effectiveness in reaching
The target audience for an ABM campaign is target audiences, 70% of companies are
not individuals, but teams or "accounts.” For using account-based marketing
example, the employees of a particular office technologies, according to Hubspot's Not
of a multinational company. Since many Another State of Marketing Report 2021. It
companies have their own IP address(es), it is helps 52% of marketers surveyed to
easy to identify this group. Once you know segment by geographic location, 47% by
which IP addresses you are interested in, you company size and industry type, and 45%
can publish campaigns that will be visible only by contact revenue.
to users with those IPs. In short, it is all about
targeting campaigns to a very specific
audience in the most effective way possible.
#102
Account Based Marketing: Content
Segmented And Delivered Via IP
These are three of its main uses: Expansion: Once you have contacts in a
company, ABM can be a great tool to expand
● Acquisition: ABM has a great your business to different departments and
potential to acquire new divisions.
customers. Just create a list of the
companies you want to reach and Don't miss this trend in 2022 because it is
create specific content for each of part of today's future.
them.
● Nurturing: If you need to nurture

your existing customers, you can
use ABM to display nurturing
content on your website, instead of
relying only on email campaigns.
#103
Interactive
Content
In 2021 we pointed out this type of content, Interactive content allows the user to
and in 2022 it will continue to trend. perform an action on it. The user explores
the presented information and interacts
Content marketing is one of the most used with it, creating different ways of going
resources in digital marketing. Countless through it.
brands have experienced teams dedicated to
creating content, which has led to a This way of presenting our content results
saturation which causes most of them go in several benefits for the brand:
unnoticed. ● More engagement and
interaction
How can you regain user attention and stand ● Differentiation
out from the crowd? Digital interactive ● Capture of data about the target
content could be the answer. audience
● More qualified leads
#104
Omnichannel
Content Personalization
Cell phones, tablets, computers, smart TVs... Omnichannel personalization, in short,
Users engage with brands across multiple allows brands to combine online and offline
touchpoints and screens, so personalization data to create customer profiles that deliver
needs to be omnichannel in order to meet more personalized experiences across all
their expectations. For example, if a customer touchpoints and a consistent relationship
started their interaction with a brand through with the brand across all channels.
a mobile app, that experience should pick up
where they left off when they move to the
desktop website.
Therefore, you need to have the technology to

store user sessions and preferences
regardless of channel and a universal CMS
that allows the same content to be reused
across different channels in an efficient way.
222 Digital Marketing Trends and Predictions for 2022 Image source: Freepik 155
#105
Dynamic
Website Content
Dynamic content is a trend that makes it
possible to display personalized websites for
each user who visits them, going a step
beyond simple product recommendations.
With this type of system, content is generated

in real time based on the data of each visitor,
like their location, the number of times they
have visited the site, or their previous
interactions with the brand. In turn, the
webmaster defines a set of rules that define
what content is shown to each visitor.
The result is a unique level of personalization

in a channel as widely used as the brand's
website. By displaying content tailored to the
interests of each user and the buyer journey
they’re in, we can increase the relevance of
each interaction and increase digital sales.
222 Digital Marketing Trends and Predictions for 2022 Image source: Pluralsight 156
11 Inbound Marketing
Trends
11
Inbound Marketing
Trends
"According to Hubspot, inbound marketing is Blogging is still king in inbound marketing, but
the main trend marketers will invest in in 2022, you will need to keep an eye on new Google
along with short-form video is ahead. updates and changes that have come to
revolutionize SEO positioning.
The philosophy of attracting rather than
pursuing with marketing actions has been And technology remains focused on
taking hold for a few years, and brands are hyper-personalizing communications,
increasingly aware that in order to sell they automating new processes and adapting our
must first provide value to their audience. content to mobile devices."
New ways of capturing leads and integrating

channels into the inbound marketing strategy
are emerging, such as conversational
marketing and chatbots. There is a greater
demand for digital experiences, and greater
authenticity in content is requested to improve
the user experience in the buying process.
Dany Ortiz
5
9
#106
Brands Will Continue to Apply
Inbound Marketing Strategies
Inbound marketing aims to meet consumers How does Inbound work? By following the
where they are. Efforts are not focused on "Attract, Delight, Interact" model that leverages
chasing the consumer, but on attracting them content marketing, SEO, marketing
to us with content that serves to solve their automation, social media, and lead nurturing
needs and problems. to nurture consumers at every stage of the
buyer's journey.
According to Hubspot's Not Another State of
Marketing Report 2021, inbound marketing is In conclusion, the top trends that B2C
a top trend that marketers will be investing in marketers will apply in 2022 are audio and
by 2022, second only to short-form video. video on social media, and a solid inbound
marketing strategy. Sounds like 2022 will be
In fact, more than 80% of marketers plan to busy!
maintain the same level of investment or
increase it.
#107
Chatbots And Conversational
Inbound Marketing
We’ve been saying it for a few years now: In fact, 55% of users say they like getting quick
chatbots are a very powerful tool to introduce responses through the use of chatbots,
in your inbound marketing strategy. according to a 2018 Drift study. And looking at
more current data, two-thirds of financial
When a potential customer comes to your companies leading the global market have
website, they scan it quickly to find the right implemented the use of chatbots during the
place to answer their questions. If they don’t COVID-19 pandemic, according to a 2020
find it, you run the risk that they will turn back Forrester study. More proof you should
and leave. Luckily, this is easily solvable by seriously think about installing this tool in your
installing an artificial intelligence chatbot on arsenal of marketing assets.
your website.
Chatbots offer a 24/7 service and redirect
potential customers to a salesperson with
whom to engage in a sales conversation.
222 Digital Marketing Trends and Predictions for 2022 Image source: HubSpot 161
#107
Chatbots And Conversational
Inbound Marketing
The tools most used by marketing experts to
install a bot in their branding strategy are:
Livechat, Hubspot, Intercom, Drift and
FreshChat, among others.
222 Digital Marketing Trends and Predictions for 2022 Image source: Hubspot y Scaleo 162
#108
Personalized Feedback
Surveys
Feedback surveys are not new, and companies Hubspot introduced this tool at the end of
have been doing them for many years. But the 2021 to make their customers feel valued and
twist to this trend is the option of being able to listened to during all stages of the sales
customize this type of survey based on the process.
information you have about your consumer:
demographic or based on their behavior. With this tool you can:
● Send surveys to get the answers you
Artificial intelligence and machine learning need from your business
help to achieve this, together with the option to ● Keep track of key performance
automate the task. This way you can put the indicators focused on customer
user at the center of your entire strategy and service
personalize the buyer journey in an ● Identify growth opportunities
individualized way.
#109
Payment Integration
Through CRM
The most important moment of the buyer
journey is the sale. But, we all know that with
each click to get to the payment, friction
increases and you can lose a customer right at
the moment closest to the conversion.
To avoid this, Hubspot has integrated a native

payment system directly into their CRM. This
way you can offer a pleasant and connected
shopping experience.
Because it's built natively in HubSpot, it's easy

to embed payment links in emails, quotes,
websites or live chats - enjoy faster delivery
and more optimized collection!
#110
Workflows centrados
en eventos
Se entendían los workflows hasta ahora como
una cadena de correos que se producía
después de que el usuario entrara al workflow
por cumplir los requerimientos asignados, por
ejemplo, después de haberse registrado para
la descarga de un estudio sectorial. Y podían
enviarse varios emails con intervalos de envío
entre uno y otro de 3 a 5 días.
Pero, para los workflows basados en eventos

se ha girado el funcionamiento de estos. Se
fija el día de un evento, tomemos por caso la
emisión de un webinar en directo y todas las
comunicaciones anteriores y posteriores se
programan en base a esa fecha. Y se mandan
estas comunicaciones: email de 1h antes,
email de 24h antes, email de 1h después con
todo el material de la formación y email de 24h
después con la encuesta de satisfacción del
usuario.
#111
Cognitive Automation for Workflows
(AI And Machine Learning)
Automating processes is difficult because To overcome this obstacle, the answer lies in
many workflows require human intervention. incorporating machine learning into
The reason for this is that they use what is unstructured processes to add a cognitive
known as "unstructured data. element to help make sense of the
information.
Unstructured data is data that cannot be easily
entered into a database because it does not fit Depending on your company's situation, there
specific formats or sequences. Because they are different solutions for incorporating
do not have an easily identifiable structure, cognitive automation to interpret unstructured
they are more difficult to search, manage and data. You don't need to rethink your entire
analyze. content structure from top to bottom, but you
can find the tool that fits you. Here are six
For example, a list of songs, singers and music options:
genres could be considered structured data, ● Self-service tools
but the songs themselves would be ● Machine learning solutions
unstructured data. Other common examples in (AutoML)
inbound marketing would be emails, ● Specialized artificial intelligence
presentations, texts or images. automation solutions
● Intelligent RPA
● AI consultancies
● Artificial intelligence experts on staff
222 Digital Marketing Trends and Predictions for 2022 Image source: IronHack 166
#112
Mobile
Inbound Marketing
According to Statista, there are 7.1 billion Companies who think desktop first are
mobile users in the world today and by 2025 committing a big mistake. Remember, the
there will be 7.49 billion, a milestone! most important search engine in the world,
Google, crawls mobile first.
We live with our smartphones; users no longer
understand a world without this tool. Users When you design your landing pages, forms,
check email with their phones, social media, blog templates, corporate websites, digital
make calls, send texts, work, search for events, interactive content or email templates,
information, do online banking, make among others, you must adapt to mobile and
purchases, etc. You must think about mobile if the users behind them.
you want to reach your customers.
Therefore, your inbound marketing strategy
must be thought about 100% from a mobile
perspective from start to finish.
222 Digital Marketing Trends and Predictions for 2022 Image source: Statista 167
#113
SEO-Driven
Content Clusters
Google updates its algorithm thousands of Since then, marketing and SEO specialists
times a year. Just look at the major updates have created possible content grouping ideas.
they officially made throughout 2021 in June Hubspot was the first to experiment thematic
and July, or the one in May 2021 that clusters in 2016 and discovered that the
revolutionized the metrics of many domains. higher the number of internal links, the better
You can check this information on the placement in SERPs. The findings of this
Sereoundtable.com. experiment opened a new horizon to SEO and
from that point on, the content cluster trend
The first real reorganization of Google's was set in motion.
algorithm occurred in 2013 with the
Hummingbird update. Many SEO experts In 2018 the trend took off and has since
believe this change spelled the end of become unstoppable, and now even more so
keyword dominance and content clusters after the COVID-19 pandemic.
were enthroned as a vital factor in ranking on
Google.
#113
SEO-Driven
Content Clusters
This is how content clustering works:
● Pillar page: Parent content where a concept is

explained in depth and at length.
● Related content: Keywords related to the pillar
page are chosen and used to create secondary
content that will then link to the pillar page.
● Content clusters: The web of links that is
created between the pillar page and the related
content.
We don't have the crystal ball to predict the future, but

2022 could be the year when this trend reaches its peak.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Cyberclick 169
#114
Blogging is Still The King
of Inbound Marketing
We are always on the lookout for new trends You can learn how to create the best inbound
created from scratch, but sometimes the content in this Cyberclick article.
trendiest trends are things that have been
around a long time. Millions of pieces of
content are published every day on the Internet
and for one reason: blogging is still the most
effective way to attract qualitative traffic.
That's why, according to Neil Patel, blogging

will still be one of the most recommended
strategies to develop a successful inbound
marketing campaign in 2022.
The main benefits of developing a blog

content strategy over time are:
● Attracting relevant traffic to our
website.
● Exposure of our brand on other
websites or social networks where
there are many followers or
readers/viewers.
Image source: Freepik 170

#115
Increased Demand for
Inbound Digital Experiences
Inbound marketers have been pressured by the The big trends in digital experiences that
reality of the pandemic. User demand for more popped up in 2021, and that will continue in
and better digital experiences has been 2022, are digitized events (macro and
heightened due to social confinement and micro-events), the proliferation of training in
restrictions. This has led to a forced digital format, both live and asynchronous,
acceleration of companies' digitization and to fully remote sales processes, from the first
move their marketing and sales strategies contact to the signing of the contract or sale of
there. the product, the acquisition of inbound
marketing and automation tools to develop
Sometimes companies can keep pace, but it's attraction marketing strategies, greater
the economic factors and society that are in investment in digital than in offline, growth of
charge. So, faced with a new set of customer audiovisual networks such as TikTok and
needs and habits, organizations have had to Twitch and their incorporation into companies'
step up to the plate. marketing strategies, etc.
#116
Human Centric
Marketing
Today's consumers crave authenticity and are For example, to increase trust and loyalty,
interested in engaging in interesting and inbound specialists often send emails that
conversational content. Content that provides carry the customer's name and the sender's
value and makes them feel like they are at the own signature. In addition, the use of
center of it all (human-centric). intelligent chatbots that remember the
customer's last visit is becoming the new
Authenticity, along with a dash of user norm.
experience, is the new way for inbound
marketers to reach the hearts of their The North Face Climb's Instagram account is a
audience. perfect example of how brands can be
authentic and empathetic. In one of its videos,
This requires producing high-quality videos, the brand hints at the importance of not
social media posts, images, blog content and forgetting where you came from.
podcasts. They must be engaging and truthful
and, above all, convey authenticity and In addition, it's also time for brands to leverage
transparency. Users don't like to have more user-generated content (UGC). It has
information hidden from them and feel that been found that consumers are 2.4 times
they are being misled. more likely to consider UGC as more genuine
and sincere than brand-created content.
222 Digital Marketing Trends and Predictions for 2022 Image source: Instagram 172
12 SEO
Trends
12
SEO
Trends
"2021 was a year full of Google Core Updates, This is due to the increasing use of rich
especially the summer and fall. These changes snippets, which was created for the search
have impacted the rankings of many domains engine to better understand the data and
and their traffic, both for the better and for the classify it appropriately and give faster answers
worse. to users. An example of this is the coveted
position 0 or, different blocks of information that
Perhaps the most anticipated update was the can appear after a search, like "related
Page Experience update, which was questions" or Google Business information.
announced in 2020, but was pushed back to These elements allow users to find answers
2021. It relates to a number of user experience without clicking on any link.
factors, already known to many SEO experts
and developers as the Core Web Vitals. This is why working for position 0, maintaining
the positions 1 to 3, and enhancing your
Looking forward in 2022, we see some new technical SEO while developing a mixed content
trends on the horizon. Various studies have strategy are so crucial. Let's not forget that
shown that every year Google zero-clicks Google is also looking to stop positioning by
searches keep increasing. In 2019, Fishkin keywords and promote entities, NLP, and search
estimated that 50% of Google searches ended intent. It’s safe to say, we expect a lot to happen
without clicks, and in 2020 the figure rose to in 2022 in the world of SEO.”
65%.
Laia Cardona
Content & Inbound Marketing Strategist
at Cyberclick 1
7
5
#117
Google Changes How
It Displays Titles In Serps
August 2021 Google changed the way titles The goal of this update is to produce more
are displayed in SERPs, which could affect the accessible and readable page titles.
number of clicks your website receives.
Google search results are displayed in the

form of snippets containing three basic
elements: the title, the meta description and
the site URL. This change affects only the first
of these elements.
Previously, Google used to use the query

entered by the user in the search engine to
formulate the title that appeared in the search
results. Now, the new titles will use the text
that we appears on the website, in particular
the main title that appears on the page, or H1
title.
#118
SEO
Automation
SEO automation consists of using tools to ● On page SEO: You can automate the
automate tasks that would normally be optimization of titles, meta
performed manually. Thanks to SEO descriptions, and headings for all
automation tools, you can save time on pages of a site. This task can be
cumbersome and repetitive tasks and devote largely automated with tools based on
more resources to creativity and strategy, artificial intelligence and deep
improving your team's productivity. learning, which help to create
optimized meta descriptions and
SEO automation can encompass different headlines with natural language
aspects, such as: processing.
● Off page SEO: The main task of off

page SEO is to create quality inbound
links. To automate it, you can resort to
link checking tools such as Ahrefs or
custom scripts.

#118
SEO
Automation
● Technical SEO: This is one of the ● SEO strategy: You can automate tasks
fields where SEO automation is such as traffic pattern analysis, A/B
more developed. SEO suites such as tests and future forecasts. Machine
MoZ, SemRush and WooRank offer learning models help to detect
multiple solutions related to patterns and identify trends to improve
technical SEO. You can also use the positioning of your website.
automatic crawling sites like
ScreamingFrog. And, if you really
want to dig deeper, there are many
SEO professionals who use
programming languages like Python
or JavaScript to delve into the more
technical aspects.
#119
Google Bert and
Artificial Intelligence Algorithms
In 2022, we believe that RankBrain, Google's BERT stands for "Bidirectional Encoding By applying these artificial intelligence and
artificial intelligence algorithm, will be one of Representation from Transformers": meaning assignment algorithms, BERT is able to
the most important factors in deciding a ● "Bidirectional" refers to the fact that understand the intent behind a natural language
website's ranking in the SERPs. We already BERT analyzes search phrases in both query, i.e. it is able to understand the normal way
know that user experience is crucial for directions, i.e., it considers words to humans express themselves.
rankings now. This means that the the left and right of each keyword.
click-through rate and the time spent by users Thus, it can relate all words in the
on a website will be determining factors for query to each other, rather than
positioning. But, also the search intent and the considering them individually.
way to get to understand a user is by using AI.
● "Transformer" refers to a meaning
To achieve this, the secret is BERT (launched assignment system that helps to
in 2019). It is not replacing the RankBrain understand words such as nexuses,
algorithm, but enriching it as an extension. pronouns, and prepositions. These
It is a solution that incorporates new words can play a crucial role in
algorithms based on artificial intelligence. interpreting the meaning of a search.

#120
Accessibility
in SEO
When thinking about making your site more In conclusion, it is time to do an accessibility
visible, you have to consider all user needs, audit of your website and review all the aspects
including those with visual or hearing that help more people use it without problems.
impairments. Marketers are increasingly aware
of the importance of accessibility, making it
one of the most important SEO trends for
2022.
Ensuring your web content, products, and

services are accessible to people with
functional diversity not only helps you rank
higher in search results, but also offers a
better user experience and can even positively
influence your brand reputation.
#121
On-Page Experience
and Core Web Vitals
Google is prioritizing aspects related to user ● LCP (largest contentful paint):
experience, making it a very important SEO Measures the perception of loading
trend. speed. A website is considered to
offer a good experience if the
Along with the latest updates in June and largest content takes less than 2.5
July 2021, Google explained that it will now seconds to load.
take into account the user experience of a
web page in order to rank it. The key ● FID (first input delay): Measures the
on-page experience metric for marketers user experience when interacting
will be Core Web Vitals, which measure the with the page. Ideally, it should be
quality of a website in terms of user less than 100.
experience. You can check them out in
Search Console's "Core Web Metrics" report. ● CLS (cumulative layout shift).
These are the 3 essential metrics that make Measures visual stability through the
up the Core Web Vitals: number of unexpected changes in
the visible page layout. It is
recommended to be below 0.1.
222 Digital Marketing Trends and Predictions for 2022 Image source: Agencia Best 181
#122
Voice Search
in SEO
The popularity of voice searches continues
to grow, with an estimated 58% of
consumers using them to find information
about local businesses, mostly through
assistants such as Apple’s Siri or Alexa.
According to experts, voice searches will
become the majority of search engine
queries in the future, so if you haven't
already, it's time to prepare your content for
these types of searches. The first step is to
"translate" written content into natural
language, that is, think about how users
speak and not how they write.
222 Digital Marketing Trends and Predictions for 2022 Image source: SeRanking.com 182
#123
Google's
EAT Principle
In SEO, the quality of content is more ● Trustworthiness: The website should
important than the quantity of keywords or focus on publishing trusted content. It
other similar factors. To assess this quality, is similar to expertise, but it works
Google uses the "EAT" principle: more at the global level of the whole
website and not of a specific content.
● Expertise: The content must be from
the point of view of an expert on the
subject in question.
● Authoritativeness: This factor

focuses on the authority of the
content and the domain of the
website, through signals such as
external links from other quality
websites in the sector.
#124
Large
Content
Introducing "filler" words will not improve your
page’s positioning, but it is true that long
content tends to rank better, which is why its a
top SEO trend for 2022. The reason is that
articles longer than 3000 words tend to be
shared more and generate more traffic. In
addition, they tend to be evergreen content.
To keep the readers' interest, it is important to

divide the content into smaller sections using
H2 and H3 headings, as this makes the
content easier to read and understand.
#125
Video as a Fundamental
Part of SEO
If you still haven’t included videos in your SEO
strategy, 2022 is your year.
The popularity of the video format has

skyrocketed in recent years thanks to
platforms such as YouTube and TikTok. To
increase the visibility of your video content, be
sure to optimize the description of your
channel and each of your videos, using
keywords and hashtags relevant to your
content.
#126
Enriched
Results
One of aspects of SEO that has changed the
most in recent years is the appearance of
search results pages or SERPs. We have
moved from text ads and organic results to
a much more complex ecosystem, with
images, reviews, extra links, or even
products ready to buy at the click of a
button.
Because of this, the goal of SEO has shifted

from "the higher the better" to "the more
visible the better". You have to be strategic
in introducing content and markup elements
on your pages to make Google show more
information about your company at first
glance. See how to generate rich content on
Schema.org.
#127
Position Zero
(No Clicks)
Another result of the SERPs revolution is
that the top position has become "position
zero," or the featured snippet, which not only
appears in first place but is also more visible
than the rest.
The page that appears in this position shows

more information, extracted from the page,
the title of the page, a URL and sometimes
an image. Since it takes up more space than
the rest of the results, it attracts a large
number of impressions and clicks.
There are three main types of featured

snippets: text paragraphs, numbered, or
unnumbered lists and tables.
Image source: Unsplash 187

#128
Ethical
Link Building
A classic SEO technique used to be
exchanging or even purchasing links, but those
times are long gone. Google now penalizes
strategies such as reciprocal link exchanges,
paid links, or other non-organic link building
techniques. Even large scale guest posting
campaigns have come to be considered a bad
practice.
The bottom line is that we need to rethink

inbound link building strategies, focusing on
creating quality content and distributing it in
ways that are not perceived as spammy.
#129
Google
Shopping Graph
Due to the COVID-19 pandemic, online
shopping became the primary or even the only
option for many consumers.
Until recently, Google Shopping's search

capabilities could not compare to those of
ecommerce giants like Shopify or Amazon, but
recently the search engine has prioritized this
tool with the launch of Shopping Graph.
Shopping Graph is a dynamic model with
artificial intelligence that is able to understand
a constantly changing set of products, sellers,
brands, reviews, and product and inventory
information provided by sellers, as well as the
relationships of all these attributes to each
other.
222 Digital Marketing Trends and Predictions for 2022 Image source: Google Blog 189
#130
Semantic
Searches
Search engines are increasingly able to Entities affect search results depending on the
understand user intent and the relationships relationship between other entities. This
between different terms, rather than focusing relationship is judged based on something
on optimized keywords. Therefore, it will called co-occurrence. The more frequently two
become increasingly important to focus on entities are mentioned together, and the more
the relevance of the information and various authority the result that mentions them has,
realted primary and secondary keywords, the stronger the relationship between them.
rather than optimizing for specific keywords.
Another very important concept is salience, a
For Google, SEO strategists need to metric used to determine how much an entity
understand natural language processing (NLP) stands out within a text. In essence, a high
and entities. salience means that an entity is more relevant
than others that are represented on the same
An entity is a thing or concept that is singular, page.
unique, well-defined and distinguishable. For
example, people, locations, objects, artistic Finally, it is worth noting the importance of
elements, events, numbers or abstract structured data within this new SEO model.
concepts. This is the way semantic searches are evolving
in SEO, thanks to artificial intelligence and
PLN.
222 Digital Marketing Trends and Predictions for 2022 Image source: Google Natural 190
Language Processing Tool
#131
SEO Investment
Is Growing
The hyper-digitization of companies and
marketing has caused companies to
increase their investment in SEO between
2020 and 2021. Almost 70% of companies
say they devote efforts to the organic
positioning of their brand or company,
according to Hubspot's Not Another State of
Marketing Report 2021.
This study also shows us that the most

important SEO tactics in order are keyword
strategy, localized SEO and mobile
optimization.
13 PPC and SEM
Trends
13
PPC and SEM
Trends
"When we talk about SEM, we’re mostly talking The classic attribution model used to be based
about Google Ads, although we’ve started to on the last click, but we predict the data-driven
see some diversification of investment in other attribution model will be more predominant in
platforms, like Microsoft Ads and Amazon 2022, due to the multiple touch points that a
Ads. The general trend in all of them is moving potential customer now has before making a
towards automating bids and creating purchase, including the ad.
adaptive search ads.
Text search ads are the classic SEM model,
The goal is for the algorithm to optimize and however this may be replaced by video ads in
learn for us, to get the best out of our budget. 2022. Due to the rise of video consumption on
The idea is that you shouldn’t have to spend mobile devices and smart TVs, audiovisual
time on manual tasks, when machine learning content is now consumed much more than TV
can perform many actions for us. ads, which will lead to a migration of these ads
to platforms such as YouTube."
The goal with automation is also to offer the
best personalized content to each user. This is
achieved by providing the campaign with
several options of creatives and copies, so
that the algorithm ends up finding the best
combination based on the responses of users
who interact with the different combinations of
ads. Pere Munar
SEM & Data Analyst
9
4
#132
Elimination of Expanded Ads
in Google Ads by 2022
The way users search is constantly changing. As of June 30, 2022, responsive search ads will
So much so that 15% of search queries made be the only type of search ad that can be created
every day have never been made before. or edited in standard search campaigns, and
Consumer trends change and evolve. expanded ads will no longer be able to be
created, although you will still be able to have
According to Google, Automation is critical to them active in your campaigns. This change will
keep pace with these trends. Google Ads help you run search ads more easily and
responsive search ads are a good way to keep improve performance with Google Ads
up, combining creative with the power of automated tools.
machine learning to help you show more
relevant ads to more people. This is an
effective combination: advertisers who used
the same budget and switched from expanded
text ads to responsive search ads achieve on
average 7% more conversions at a similar cost
per conversion.
222 Digital Marketing Trends and Predictions for 2022 Image source: Data Feed Watch 195
#133
Rise of Responsive Search Ads
and Discovery Ads
Responsive search ads are one of Google's You can use Discovery campaigns to reach 3
most versatile formats, as they allow you to billion customers across all Google feeds to
include more relevant messages for potential achieve your Google Ads performance goals.
customers. You can use up to 15 different Thanks to Google's audience and consumer
titles and 4 different descriptions, and Google intent signals, this type of campaign allows you
then tests to decide the ideal combination for to deliver personalized, visual and engaging ad
your target audience. In 2022 we will see more experiences to users who are willing to discover
and more brands opt for these ads, especially and interact with your brand, all with a single
with the elimination of expanded ads. Google Ads campaign.
In the same vein, in December 2020, Google You have access to the following feeds:
announced that dedicated Gmail campaigns YouTube Home and Watch below, Discover and
would convert to "read-only" on July 1, 2021. the Promotions, and Social tabs in Gmail.
Since then, advertisers have no longer been
able to create dedicated Gmail campaigns or
edit any of the Gmail campaigns. Discovery
campaigns have been proposed as an
alternative solution and their growth has been
exponential since then.
#134
PPC
Automation
Automation is a key trend not only in
pay-per-click, but in marketing in general.
Thanks to artificial intelligence and machine
learning, you will be able to automate and
optimize PPC campaigns with features such
as:
● Determine the most effective
bidding strategy for different
objectives.
● Quickly stop ads that are not
delivering results and maximize the
budget allocated to the most
effective ones.
● Set bids to achieve the maximum
number of conversions.
● Create ads tailored to each stage of
the conversion funnel and to each
user profile.
222 Digital Marketing Trends and Predictions for 2022 Image source: Inteligencia Futura 197
#135
User Experience
in SEM and PPC
Recent changes in Google's algorithm are
increasingly aimed at offering the best user
experience to visitors, over and above other
"classic" factors such as keywords. And this
same logic can be applied to Google Ads and
other PPC platforms.
The trend is that online advertising

increasingly revolves around the user
experience and tries to meet the needs of the
buyer. And the only way to achieve this is by
thoroughly understanding audience behavior
and thinking about their needs at every stage
of the customer journey.
222 Digital Marketing Trends and Predictions for 2022 Image source: Freepik 198
#136
Google Local Inventory Ads
(LIA)
Local Inventory Ads (LIAs) are going to
become the next jewel in the crown of your
Google Shopping strategy if you are
responsible for omnichannel retail. They are
also Google's heavy artillery for monetizing
more transactional local searches.
Local inventory ads are an ad format designed

for retailers that sell in-store and not online. In
fact, with a certain modality, your business
doesn't even need to have a website since the
"counter" is through Google. Shoppers can
differentiate this type of ad by the "In-store"
label that appears overlaid on the product
photo.
In addition, by enabling local inventory ads in

your Shopping campaign, you will be able to
promote the products you sell online, locally or
across both channels.
Image source: Google 199

#137
Data-Driven
Attribution Model
When planning your pay-per-click strategy, it’s
essential to think about the attribution model
you’re going to use. But now there will be a
new default - Google Ads has recently
announced that its default attribution model is
going to move from last-click to data-driven
attribution model.
Data-driven attribution provides much more

accurate results, because instead of applying
the same pattern to all conversions, it analyzes
all relevant data about the touch points that
lead to a conversion. This model takes into
account multiple signals, such as ad format
and the time elapsed between ad interaction
and conversion.
222 Digital Marketing Trends and Predictions for 2022 Image source: Adapt World Wide 200
#138
YouTube as a
PPC platform
Globally, there are already more than 665
million households with smart TVs, a number
which only grew during the COVID pandemic.
All of this has made YouTube's popularity as

an entertainment channel bigger than ever,
which is why we believe it is an important
platform to consider when placing PPC ads.
When creating video ads for YouTube, keep in

mind that the shorter the better. 25% of users
say they would close a video after just ten
seconds, so make sure you get your message
across as concisely as possible.
222 Digital Marketing Trends and Predictions for 2022 Image source: White Shark Media 201
#139
TikTok
Ads
And speaking of social networks that
succeeded during the pandemic, TikTok was
one of the big surprises of 2020. It is now one
of the most popular apps globally, making it
one of the most interesting channels for
marketers.
TikTok has a variety of advertising options for

all budgets, from in-feed video ads to fully
interactive experiences. It is definitely a
network to consider in your PPC strategies for
2022.
222 Digital Marketing Trends and Predictions for 2022 Image source: TikTok 202
#140
Hyper-Personalized
Advertising
The most effective messages are those that
are tailor-made for your audience. Thanks to
data science and marketing optimization, we
are able to target audiences with copy that is
personalized for very specific segments. We
expect this trend to continue to develop in the
coming years and "mass" marketing to be left
behind.
222 Digital Marketing Trends and Predictions for 2022 Image source: Simbolizate 203
#141
Platform
Diversification
When we think of pay per click, usually the first ● Amazon Ads. Amazon's pay-per-click
thing that comes to mind is Google Ads. ads have an advantage: on one hand,
Although it is true that it is difficult to compete Amazon has a wealth of data on
with the reach of Google's display and search users' purchases. On the other hand, if
ads, there are other very interesting platforms you place your ads on their page, you
to diversify and reach a larger audience, such know that you are targeting people
as: who are very interested in buying. Its
● Microsoft Ads. Microsoft's PPC ads advertising platform offers different
appear on Bing’s search engine and options like sponsored, display and
other partner sites. They allow you video ads.
to reach 167 million unique users.
Recently, they have incorporated an
optimization score into their
platform that allows you to create
more effective ads.
14 Data and Analytics
Trends
14
Data and Analytics
Trends
“2021 was the year of digital transformation. If By using data analytics, artificial intelligence or
Covid-19 drove digital growth in 2020, it was machine learning (e.g. through natural
not until this year that we saw the magnitude language processing techniques) you can
of all this change. Today on the internet, more deliver improved campaigns, optimize costs
than 59% of the world's population is sharing and develop a successful digital marketing
data. The number of users alone increased by strategy where the user is at the center of your
7.3% from 2020 to 2021. An immense amount approach."
of data is being generated on a daily basis, and
it is necessary to analyze it in-depth and draw
conclusions to understand what is happening
and what will shape the future.
Marc Mejías
SEM & Data Analyst
0
7
#142
AI-Guided
Selling
AI-guided selling is another application of a. Marketing specialists: the evolution

machine learning to help improve and optimize of AI will help evolve simple
companies' financial results. marketing functions, like writing
content for blogs, suggesting
AI-guided selling works by generating data typography styles depending on the
from information provided by buyers. This sector, optimizing and launching
data is stored in multiple systems in a marketing campaigns, and more.
go-to-market technology stack. Data collected
at scale is more valuable than data from an b. Product marketing specialists: AI
individual seller. AI-guided selling will be will make it possible to easily
helpful to: identify new buyer personas by
monitoring user concerns in blogs
a. Salespeople: AI-guided selling will and forums and also creating and
help store actionable information sending newsletters based on the
about consumers so that latest trends in the sales industry.
salespeople can personalize the
experience for their customers.
222 Digital Marketing Trends and Predictions for 2022 Image source: Gartner 208
#143
Unsupervised
Machine Learning
Artificial intelligence has made it possible to Currently, the most advanced machine
improve algorithms. A revolution in the field of learning system related to chatbots and text
data science is unsupervised machine learning. production AI is GPT-3. Through machine
learning, this AI is able to have very natural
This algorithm is based on classifying, labeling written conversations, understand context, “””
Client:
and/or grouping data without external help. This and provide information in the same way a good afternoon, I have several packages of valaris shares purchased through renta 4,
and I find that in my capital gains is now called enesco rowan plc and behaves
is where its name comes from, since the system human can. Although this AI is under differently than valaris shares. I know that the company changed its name a year ago
but I bought a week ago.
is capable of identifying patterns on its own development and its use is restricted, it is
Agent I: in the stock exchange forum maybe someone knows the companies you
from the data we initially provide it with. expected to be publicly available soon. mention, I advise you to put your query there
Greetings
“””
This type of system is used in chatbots, facial In early 2021, BBVA tested this AI to see Questions:
recognition programs, autonomous cars, and how far it could get in solving common What question or complaint did the client have? What product was it about?
What was the agent's recommendation?
more. customer issues. They received Was the client's question resolved?
encouraging results, although the Answers:

1.
experiment showed that AI needs to be
further explored and developed to make its
use more practical.
222 Digital Marketing Trends and Predictions for 2022 Image Source: BBVA 209
#144
Predictive
Modeling
It has long been known that data science is
incredibly useful for detecting anomalies and
patterns. The next step is to leverage machine
learning and other algorithmic approaches to
large data sets to improve decision-making
capabilities, and create models that better
predict customer behavior, financial risks,
market trends and so on.
Predictive modeling is a data science trend

applicable to a variety of industries, from
healthcare to travel. For example,
manufacturers use predictive modeling
systems to reduce equipment breakdowns,
and companies of all types use predictive
modeling in their business forecasting.
222 Digital Marketing Trends and Predictions for 2022 Image source: Mathworks 210
#145
Cloud Native
Analytics
In order for companies to take full advantage
of Business Intelligence, they need to adopt
cloud native solutions.
Companies like Gartner, specialized in

research and consulting, recommend including
new analytical solutions in the cloud, which
allow gaining a competitive advantage through
analytics and business intelligence.
With cloud native analytics solutions, it will no

longer be necessary for companies to host
their own data centers or build infrastructure.
Hybrid work, which has become more relevant
in recent years, will be favored.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Reshot 211
#146
The Combination of AI
and Cloud Computing
Cloud computing services such as AWS, Azure

and Google are not only huge in data science,
but they are also a true business revolution.
Cloud computing makes it possible for
companies all over the world to benefit from
the power of data science, machine learning
and Big Data, giving rise to a new era in data
processing.

Image Source: Google
#147
Augmented
Analytics
Augmented analytics works with artificial To enable data sharing and data
intelligence and machine learning. The number preparation, augmented analytics uses
of predictive analytics tools and applications machine learning and natural language
in augmented analytics is expected to rise in processing (NLP).
the next couple of years. According to
Analytics Insight, this market is expected to Augmented analytics is still in its early
increase in value to $13 billion by 2023. stages of growth, but companies can reap
its benefits now by taking advantage of the
An example of Augmented Analytics is opportunities it provides.
Amazon Assistant, Amazon's Chrome
extension that gives users the option to allow
Amazon to provide product recommendations
and personalized offers while browsing
the internet.
222 Digital Marketing Trends and Predictions for 2022 Image Source: AppLatest 213
#148
IoT
Advertising
The IoT (Internet of Things) has been around

for quite some time now. IoT refers to the
connection between objects and devices
connected to the Internet. Through this
connection, devices can store information,
collect data and share it in synchrony.
In marketing, IoT advertising will provide an

opportunity to access and collect a large
amount of data in order to give users a
personalized experience. However, the big
hurdle will be user privacy.
222 Digital Marketing Trends and Predictions for 2022 Image Source: i-scoop 214
#149
Pixel Analytics
Conversion pixels are absolutely essential to Conversion pixels also allow you to optimize ● Twitter Ads: In addition to tracking
track your campaigns and ROI. But what your ads to be more profitable. You can user behavior on your website, you will
exactly are they and how can we apply them? implement them in different platforms: also be able to know how they interact
with your ads (for example, if they
The conversion pixel monitors the behavior of ● Facebook Ads: The Facebook Ads “retweet” or “like” them).
users who have clicked on one of your digital conversion pixel allows you to record
advertising campaigns and lets you know the actions a user takes on your ● Google Ads: Google Ads allows you to
which pages they have visited, if they added website after clicking on a Facebook link your account with Google
products to their cart, if they completed the ad. Analytics and install conversion pixels
payment, and more. to keep track of your users’ behavior.
● Instagram Ads: Since advertising on
Installing a conversion pixel is the only way to Facebook and Instagram are both A Pixel Analytics expert will allow your team to
efficiently measure your campaign results done through Facebook Business manage and create custom campaigns and
because it provides information around which Manager, the conversion pixel is the strategies to optimize your profits to the
users purchase products, which audience is same. You can use it to monitor you maximum, and will know how to apply
most interested in your ads, the average users’ activity and optimize the conversion pixels for each strategy.
amount they spend, and more. profitability of your campaigns.

#150
Quantum
Computing
Quantum computing aims to revolutionize the ● Improved mobile data

traditional model of computing. As its name coverage.
suggests, quantum computing is based on the
behavior of quantum superposition physics, ● A more human-like AI model,
quantum entanglement and quantum like Google AI, which is making
interference. use of quantum models to
improve and optimize its AI.
Quantum computing is very useful in machine
learning because, unlike the training required ● Improve ad relevance, as with a
by traditional models, it will allows for faster quantum model, ads will have a
and less expensive learning than traditional wider reach with less cost.
models. In the world of digital marketing, we
can expect quantum computing to do the
following:
222 Digital Marketing Trends and Predictions for 2022 Image Source: Unsplash 216
#151
TinyML
Large-scale machine learning applications

have made great strides in data science and
AI, but their use for enterprise businesses is
limited. Sending a request to process data on
a large server can take a long time, so more
agile applications are needed.
TinyML is based on running smaller-scale

machine learning applications on devices with
the Internet of Things. This results in faster
responses, consumes less energy and
bandwidth, and guarantees the privacy of user
data, since data processing is performed
locally.
15 Branding, Design,and UX
Trends
15
Branding, Design, and UX
Trends
"For 2022, we expect more trends focused on
improving user experience and content
personalization.
We have users who are very aware of the

importance of design, which is a challenge for
all of us to offer the best experience for each
user based on his or her needs.
This year we will see trends in color

psychology, scrollytelling, dynamic logos,
purposeful branding, minimalism, simplified
navigation and many other trends that you
can't miss."
Sol González
Front-End Developer & Graphic Designer
2
0
#152
Bold Colors and the
Psychological Use of Color
One web design trend for 2022 that will help
organic products, while red symbolizes energy
you create an unforgettable website is using
and passion.
bold, bright and saturated color palettes.
These will replace the pastel tones that brands
For all of these reasons, web design predictions
have been using over the years.
for 2022 indicate that it is time to think about
the story you want your website to tell through
Moreover, it is not only about using bold
its color and dare to take the most powerful
colors, but also about reflecting on how color
shades out of the closet.
is used to create a certain effect on the
consumer. Color psychology, that is, the
analysis of how colors impact our feelings and
thoughts, is back with a vengeance in 2022.
Although the way we interpret colors has a lot

to do with our personal perceptions, there are
also a number of general interpretations that
members of the same culture share. For
example, green is associated with nature and
#153
Intelligent
Video
We already know that video marketing is one
of the internet's star formats and that its
popularity has exploded on mobile devices.
However, in 2022, it will no longer be enough to
embed YouTube videos on your website.
Instead, the era of intelligent video has

arrived. It is important to look for different
ways to include purposeful videos on
websites. Don’t limit yourself to the embedded
player format; instead, look for creative
alternatives like replacing the background
image with a video, as is done by the Maestros
del Deporte platform.
222 Digital Marketing Trends and Predictions for 2022 Image Source: MdD 222
#154
Large Images
and Text
“Hero images" (main images of a web page) to explain who they are.
have been gaining popularity; in some cases,
they occupy the entire home page for 2022 will bring us logos with bold and fun fonts,
maximum impact. If they are well thought out, and encourage designers to present text in new
they can be the key to capturing a user's ways like playing with letter size and the order
attention from the moment they arrive on a and spacing between characters. In addition,
page. bold fonts will give more visual weight to
messages, giving designs a modern and
Another interesting web design trend is to contemporary look.
create text-based landing pages, like posters,
and combine them with bright colors and
original typography. This way, you can create a
different look for your website and quickly
attract your visitors’ attention to your key
message.
This Australian studio specializes in creating

extraordinary spatial experiences through
creative direction and 3D elements
222 Digital Marketing Trends and Predictions for 2022 Image Source: MDirector 223
#155
Color Gradients and the
“Fogged Glass” Effect
These visual resources will create more This trend is not exclusive to
attractive websites and products. tech companies. The Lithuanian confectionery
Gradients have gained popularity due to their brand LaRoché has launched a line of
versatility, wide range of creative applications chocolates with very elegant and well-crafted
and timeless, modern look. packaging, using the gradient technique to help
customers visualize the explosion of flavors that
In addition, it combines well with flat designs, they will experience when devouring it.
which are so popular nowadays. The
Instagram logo is a good example; in its case, Gradients have evolved from being subtle
it uses the silhouette of an instant camera with effects to full color image backgrounds. They
a well combined color gradient. can add depth, texture, and a touch of
personality to your website, especially when
Apple has also used this trend for the launch combined with large fonts.
of its new Apple Card credit card, which moves
away from the traditional monochrome card On the other hand, recent advances in web
and opts for a gradient with bright and modern technology have made it much easier to
colors. implement the "foggy glass" effect on websites.
This resource allows you to add color to
different areas of the page without affecting the
legibility of the text and images that are placed
on them.
222 Digital Marketing Trends and Predictions for 2022 Image Source: LaRoché 224
#156
Hands-Free
Control
The next step in the evolution of technology is so it's a good time to think about how you can
to control a device without touching it. For adapt to it as well.
example, controlling a screen by waving your
hands or pouring coffee from a machine with
your gaze. This latest innovation has been
presented at Mobile World Congress 2021.
The Azkoyen group and Irisbond have
developed a coffee machine that captures the
user's gaze through eyetracking technology.
“Using infrared-based eyetracking technology,

the user’s gaze is analysed by the system,
which is able to calculate the exact point the
user is looking at to control the machine
without the need for physical contact,”
explains Irisbond in the press release.
In recent years, more and more cell phones

have been incorporating this technology,
222 Digital Marketing Trends and Predictions for 2022 Image Source: Consumidor Global 225
#157
Minimalism, Blanding
and Simplified Navigation
Intrusive advertising, alerts, and pop-ups… The new logo, completely flat and black, is a
these days, the browsing experience is full of clear reflection of blanding, an increasingly
stimuli, hence the need for simple, minimalist popular trend in current designs. The term
sites. blanding comes from the word bland. It arises
from the need to have a logo that adapts to new
A clean web design with few, carefully selected technology and multiple devices.
elements helps your website visitors focus on
what is really important and perform the Another closely related web design trend is
actions you want them to. This trend is seen in simplified navigation. The easier it is for users
brand logos, which are becoming simpler and to find what they are looking for, the more likely
more minimalist, as is the case with Volvo. they are to convert. Simplifying navigation
menus will help improve the user experience and
The brand has recently presented its new logo help increase the speed it takes your site to load.
that signifies the brand’s evolution into the
modern era. The new Volvo logo maintains the
typography, but abandons the deep chrome
surface and iconic metallic blue and gray.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Gráffica 226
#158
Voice Activated
Interfaces
When it comes to mobile app interfaces, they devices using voice as the medium. A VUI
are currently largely based on interacting with accepts user input via voice, processes it, and
screens. However, with the improvement of then provides voice-based output.
Speech To Text technology and Natural
Language Processing (NLP), conversational
interfaces are becoming more widely used.
With gadgets like Alexa, Cortana, and Google

Assistant, consumes are becoming more
increasingly comfortable using voice
assistants to complete simple tasks, like
adding events to calendars, pulling up
product and store information, setting
reminders, turning on and off devices, and
more.
Voice User Interface (VUI) is a speech

recognition technology. With it, users can
interact with
222 Digital Marketing Trends and Predictions for 2022 Image Source: Freepik 227
#159
Block
Web Design
According to Wix, block web design
combines many pieces of content into a
single geometric design. Thanks to the clever
distribution of information in each block, the
elements don’t overlap each other; rather,
they contribute to the uniformity of the
overall design.
In this pattern, each block leads to a different

inner page where the user can access more
information on the topic of interest.
It is ideal for content-rich web pages. This

web design pattern is a good solution for a
graphic design portfolio where each block
clicks through to a different project.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Wix 228
#160
ScrollyTelling
Scrollytelling is a term for the evolution of the Articles where scrollytelling is applied are
art of storytelling. In this, digital marketing usually long-form, and, in most cases, combined
professionals develop content using with audio, video and moving images.
storytelling in conjunction with audiovisual
material and data collection.
Scrollytelling is a mix between the term

"scrolling" and "storytelling".
It can be simplified as way to tell a story by

scrolling. Of course, if you are not using a
mouse, the simple act of moving your finger
down the screen of your mobile or laptop is
also "scrolling."
#161
Multimedia Elements
4K or Higher
We are in the era of 5G and mobile devices
with high resolution screens. You can take
advantage of this by incorporating 4K or 6K
videos in your mobile web designs.
Until now, the emphasis was on reducing the

weight of audiovisual content so that the
loading time would be shorter, but now
technology makes it possible to increase the
weight of the content and enhance high quality
playback.
2022 will see an increase of 4K or higher

multimedia elements.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Pexels 230
#162
Brands
With Purpose
Brands are already much more than their ink cartridges.
services or products; many of them value
improving some area of society. In fact, As Honda Motors’ founder Soichiro Honda
according to the Consumer Culture Report, famously said, "Strive to be a company that
71% of consumers buy from companies that society wants to exist."
value a cause.
Patagonia, for example, has made it clear that

they are in favor of conscious consumption.
The company values repairing or reusing
clothing and buying sustainable products. In
addition, it encourages its customers to join
the change, and its website has a section
dedicated to its cause.
HP,, on the other hand, has created the "Planet

Partners" platform to drive sustainability in its
processes and to be able to use plastic bottles
to manufacture new
222 Digital Marketing Trends and Predictions for 2022 Image Source: Patagonia 231
#163
Nostalgia
Marketing
Many brands have used nostalgia to connect
with their consumers. While in 2021 the focus
was on modernity and elegance, in 2022
brands will become nostalgic, especially those
with a long history.
Burger King, for example, has modified its logo

to make it more reminiscent of what it looked
like in the 90s. Spotify in the UK shares tracks
from the 80s and 90s to connect with the
audience that grew up during those years.
"Listen like you used to" is a campaign that
evokes the cultural creativity and nostalgia of
those years to remind us that although life
changes, the classic songs remain the same.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Line25 232
#164
Dynamic
Logos
Logos with movement or that simulate commemorates the nuclear accident of
movement represent energetic and interactive Chernobyl.
branding. 2022 will bring motion graphics and
designs that create the illusion of movement. 2021 marked the 35th anniversary of the
explosion of the plant's fourth reactor. Therefore,
The Digital Design Days meeting in Milan uses the logo disappears with time and is based on a
a logo that transmits a lot of dynamism black octagon, which is inspired by the shape of
because of the superimposition of a square. It the plant's RBMK reactor as seen from the sky.
also has a motion graphics version that is
used in digital formats. This trend in logo A total of 78 logos have been created, one per
design works very well for innovate and year from 1986 (the year of the explosion) to
technically advanced projects.. 2064, the year that will mark the plant's
decommissioning and disposal of all radioactive
However, you can also find it in other areas, for waste.
example, in a campaign created by Banda, a
Ukranian agency, that
222 Digital Marketing Trends and Predictions for 2022 Image Source: La Criatura Creativa 233
#165
Bauhaus
Style
The famous art and architecture school
popularized a design trend marked by
geometric shapes and strong lines that give
off a modern, minimalist and functional feel.
UKO, a tool that connects teams and

streamlines workflows, incorporates this style
into the design of its platform, which includes
flat, colorful geometric elements that are
connected to each other. Through static
images and animated illustrations, the brand
conveys that the product is all about
organization, connectivity and problem
solving.
222 Digital Marketing Trends and Predictions for 2022 Image Source: World Brand Design 234
16 Development and IT
Trends
16
Development and IT
Trends
"With the rise of digital transformation in 2020, 2022 will bring trends like automated CRM
companies have decided to invest in integrations, an increase in the use of
development and IT more than in previous low-code/no-code, hyperautomation, more
years. There was a 4.4% increase in investment in cybersecurity, among many
investment, amounting to more than 53 billion others."
dollars per year.
The increase in digital transformation and the

boost in remote work have been the main
reasons companies have chosen to invest in
new technology; without forgetting that more
and more companies are aware that they need
to equip themselves with the best tools to
remain competitive.
Héctor Borrás
Innovation and Development
2
3
7
#166
Cybersecurity
In early October 2021, Facebook failed This cyberattack demonstrated the importance All of these are marketed as an integrated cloud
globally–leaving Instagram, WhatsApp and of Internet security. Nothing is safe unless service. Network and data center security
Facebook disabled for hours. This was the appropriate measures are taken. hardware have also seen remarkable growth in
result of a cyberattack that compromised the recent years, with the sector expected to grow
entire Facebook network. Considering the But these are just two isolated attacks out of even more in the near future."
company had a centralized system, not even many that occur on a daily basis. For this
their own workers could repair the problem reason, more and more companies see the need In addition to investing in cybersecurity, it it also
that was affecting so many users. to invest in cybersecurity to create an recommended to invest in cyber risk insurance,
environment that is not prone to cyber attacks. which allows companies to protect all their
Another cyberattack that generated a lot of information and be covered in the event of a
buzz in recent months Twitch’s leak of its An investment in cybersecurity refers spending security breach or attack.
biggest streamers’ earnings. This attack was more money on firewalls, secure web gateways,
caused by a group of hackers who wanted to web application firewalls, ADCs or application However, it is common for companies to opt out
obtain information about the platform and delivery controllers, email security, and more. of investing in insurance due to its high cost. In
boycott its policies and latest changes. the last year alone, the price of this type of
insurance has risen considerably due to the
growth in demand and the tightening of
technological requirements.

#167
Greater Emphasis on
Customer Experience
Digital transformation was a concern for in real-time.

companies even before te pandemic. Many of
them already had online platforms that allowed The customer experience will continue to be
them to interact digitally with their users. an important focus for companies for years
Although digital was destined to grow, the to come. Investing in resources and tools to
pandemic and global confinements fueled an optimize the customer experience is crucial
exponential growth in digital transformation. for companies to stay relevant.
In its article Prediction: The future of CX,

Mckinsey mentions that during 2020, digital
transformation was advanced up to seven
years. The companies that succeeded the
most were those that proved they could adapt
quickly to current events and user needs
222 Digital Marketing Trends and Predictions for 2022 Image Source: Reshot 239
#168
Virtual and Augmented Reality
in Development and IT
Virtual reality and augmented reality are two Augmented and virtual reality will become
important components of Artificial more and more popular within
Intelligence. The market has grown in recent ecommerce, so make sure to take note of
years and, according to Grand View this for 2022!
Research, investment is estimated to grow
to $340.16 billion by 2028.
The sector that has benefited the most is

e-commerce, which has implemented virtual
reality and augmented reality to encourage
purchases. For example, eyewear
companies have started to make it possible
for uses to try on glasses virtually so they
can see how they look before purchasing.
Home goods companies have also followed
suit, allowing users to visualize how
furniture would look in their room before
buying it.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Zenni Optical 240
#169
Software Low-Code/
No-Code
Low-code and no-code software are the

platforms of the future. Not to mention, they
will be some of the most sought after
professions. They consist of low-code or
no-code applications, i.e. programming is not
necessary. They rely on visual interfaces with
simple logic and drag-and-drop functions
instead of certification languages.
These types of applications and software drive

digital transformation with a minimal need for
specific technical skills. This in turn greatly
reduces the time needed to create new
applications. By 2024, 65% of application
development activity is expected to be
low-code.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Software testing help 241
#170
Blockchain
Although blockchain has been with us for

some time, it has become especially favored in
recent years.
Companies have shown more interest in

implementing blockchain in their business
processes, especially in the banking sector.
This is because blockchain technology offers
great advantages, including: a high level of
security, real-time processing, and faster
transactions.
Global spending is expected to reach $11.7

billion next year.
#171
Internet of
Behaviors
The Internet of Behaviors is a new branch of

the Internet of Things. It consists of collecting
information on the behavior people exhibit
when using certain technology.
The Internet of Behaviors aims to understand

the data acquired from users' online activities
and use it to develop and promote new
opportunities for these users. This helps to
improve the user experience, optimize the
search experience and deliver advertising that
brings value to users.
222 Digital Marketing Trends and Predictions for 2022 Image Source: MSP Summit 243
#172
Hyperautomation
Hyperautomation is not new. Rather, it has

evolved in terms of its application and
adaptation process in the market.
In 2022, it is expected to combine technology

like Robotic Process Automation, Artificial
Intelligence, and Machine Learning to process
information in more impactful ways and
ultimately improve quality and productivity.
It will also be able to visualize real-time data

with enhanced analytics to further improve
operations and processes.
222 Digital Marketing Trends and Predictions for 2022 Image Source: PFS Tech 244
#173
Increase in
Visual Searches
The digital transformation has significantly

boosted the capabilities of visual search,
largely due to a decrease in the number of
consumers visiting physical stores.
The concept is simple and uses augmented

reality to process information. Visual searches
consist of searching by an image rather than
text. The search engine then looks for related
products in terms of colors objects and
shapes.
This type of search is especially useful and

more frequent in e-commerce because it
improves the user experience and creates a
personalized touch.
#174
5G: More Speed,
More Opportunity
5G technology will grow exponentially in the 5G will impact companies in the following
coming months, presenting a great ways:
opportunity for digital marketing.
● Increase employee productivity
Currently, more and more users are surfing the ● Transform the customer experience
Internet from mobile devices, resulting in an by incorporating augmented reality
increase in purchases from mobile phones options and greater connectivity
and websites being created with responsive between devices
designs. ● Generate greater opportunities for
IoT by improving the connection and
5G technology will make it possible to get rural speed between devices connected
areas connected to the internet. In addition, to the network
browsing speeds will improve to up to 10 Gbps
(Gigabytes per second), making it the fastest
technology available.
17 Ecommerce
Trends
17
Ecommerce
Trends
"The pandemic transformed the ecommerce In addition, new challenges are opening up, like
sector–many companies had to go digital to omnichannel marketing and improving the
reach consumers. Now, we see that customer experience. These are key points to
companies must go a step further in their ensure the future success and consolidation of
sales strategies and ecommerce ecommerce".
management. Technology provides very
interesting tools to improve the results of
online stores.
Marina Sala
4
9
#175
Proliferation of Marketplaces:
Competition to Amazon + Alibaba
Small and medium-sized businesses are In Europe, Unilae is PcComponentes’ new
reluctant to always be competing with big marketplace, focused on multi-category B2C
marketplaces like Alibaba and Amazon. For sales. The launch is scheduled for the end of
this reason, many companies have launched 2021, and it aims to expand its operations into
their own digital marketplaces for products. France, Germany and Portugal in 2022.
A great example is Etsy, a global online In 2023, Unilae will expand to the rest of Europe.
marketplace for handmade crafts and vintage In just 15 years, the Spanish company has
treasures. Etsy stands out from Alibaba and become a Spanish benchmark in e-commerce,
Amazon because of the personalization and with a turnover in 2020 of 650 million euros.
quality of its products. It connects consumers
with local and international vendors and If your company doesn’t have an e-commerce
sellers who love doing what they do and are yet, now is the time to create one, as there are
experts in their crafts. already many companies eager to compete with
the big players and create a niche in national
and international markets.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Pexels 250
#176
AI for Upselling
and Cross-Selling
In the world of ecommerce, many focus on Now, how can you execute these strategies for a
generating as many sales as possible and high volume of customers? By using artificial
attracting new customers. But what can you intelligence! Thanks to this technology, you can
do to keep the customers who have already create automations that send personalized
bought from you? How can you make sure that offers to your customers. AI can help you
they come back to your online store? process user data and send personalized emails
based on your customers’ previous purchases.
Two of the most commonly used strategies to
achieve this are upselling and cross-selling. In
upselling, you should offer a higher-quality
product to your customer; while with
cross-selling, the goal is to offer products that
complement their previous purchases.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Metricool 251
#177
Voice-Activated
Shopping
Apple's Siri, Amazon's Alexa or Google Home. The same study stated that 23% of consumers
Voice assistants are devices that are already don’t trust the personalized product
part of our daily lives. From our houses to our recommendations provided by smart speakers.
offices, smart speakers help us set alarms, tell The important takeaway is that indirect sales
tell us the forecast for the day, catch us up on are higher than direct sales and it is important
the news, and even help us place orders. to take this into account when creating your
strategy.
Assistants are becoming devices we use
regularly to make simple online purchases, Do you want to increase your sales through this
especially for recurring products or channel? Optimize your website and product
subscriptions. pages with specific SEO techniques.
Some industry studies suggest that purchases

through voice devices could exceed $80 billion
by 2023. In addition, the use of voice search in
ecommerce is still gaining ground. According
to Forbes, only 2% of users who have Alexa
devices at home are estimated to have used
them while shopping.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Lifewire 252
#178
More Demand For
Customized Products
It is very difficult to satisfy all the needs and One of the leading brands in this is Nike, which
requests of every single one of your lets users to create their dream shoe by being
customers, but it is important to try. The able to choose everything from its color and
perfect product does not exist, but more and texture to the laces.
more companies are choosing to make their
products customizable, giving users the power
to craft exactly what they want.
Creating a space on your website where

customers can fully personalize your products
to their preferences can distinguish you from
the competition and make your products feel
exclusive.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Fashion Fanaticos 253
#179
Augmented Reality and
Mobile Commerce
The retail world has also taken a step forward An example of a company that incorporates this
in digitization. Initially, augmented reality is Apple. The company began experimenting
became known in the digital environment for with this technology in 2020, but this past year it
its use in video games, but in recent years it has expanded its use to all products on its
has become widespread in retail businesses. mobile commerce.
More and more ecommerce businesses are

incorporating augmented reality so that users
can visualize products when making online
purchases.
The use of augmented reality in mobile

commerce businesses has also become more
widespread. In fact, it generated around
$3.556 billion in sales worldwide in 2021,
according to Statista.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Apple Insider 254
#180
Transparency and
Sustainability In Ecommerce
Consumers buy more from brands that they For this reason, ecommerce companies are
identify with and value. This sentence seems implementing transparency and sustainability
very obvious, but it is true: users are willing to details in their product sheets. For example, the
buy products with slightly higher prices if, sustainable clothing company Clotsy Brand
personally, they feel connected to the values of details the price of all its garments and specifies
the company. how the price was calculated.
But, to have your values shine through, you

have to act on what you are saying. Buyers like
to know as much as possible about the origins,
manufacturing process, and ethics of
products.
According to a study by Ware2Go, up to 88% of

consumers consider sustainability to be an
important factor when deciding whether or
not to buy a product.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Clotsy Brand 255
#181
Headless
Commerce
In ecommerce, an interesting new concept has According to Saleslayer, a user who visits
emerged: headless commerce. This is a new multiple channels of an online store spends 10%
way of selling online. more than other shoppers.
Headless commerce is a new page So, with headless commerce, you can create a
architecture, where the front-end and truly omnichannel shopping
back-end work independently and an API is experience–integrating mobile apps, voice
used to help connect all of the online store’s assistants and your website.
channels. At the front-end level, you can find
designs adapted to each channel, while the
back-end provides a CMS that supports the
content and sends and receives information
about customers, products and payments.
.
#182
New Ecommerce Subscription
and Purchasing Models
Subscription models aren’t exclusive to As stated in Forbes, the financial services firm In conclusion, if you are thinking of incorporating
businesses selling services. More retail UBS predicts that the subscription economy will subscription options in your online business,
companies incorporating subscriptions into be worth $1.5 trillion by 2025, as subscriptions now is the time. Explore the market and your
their business models. generate upfront revenue, strengthen competition well, so you can find a successful
relationships with customers and provide formula for your business.
While its true that the most common companies with competitive data on what sells.
subscriptions Netflix and Amazon, the
subscription world is diversifying and Adam Levinter, author of “The Subscription
expanding. Boom,” said it best: “We are shifting from a
transactional economy to a relationship-driven
one. A subscription is a recurring touch point
with the customer. It’s that constant reminder
that people have a relationship with the brand."

#183
Direct-to-Consumer (D2C)
Model
In ecommerce, B2B and B2C marketing are the The pandemic led many manufacturers to create
traditional sales models. The reality is that, in their own ecommerces so they could receive
recent years, new sales models like more profits from selling their products.
consumer-to-consumer (C2C) and
direct-to-consumer (D2C) have emerged.
The D2C model is based on direct sales from

those who produce the products to the end
consumer. Distributors and intermediaries are
eliminated, and the distance between the
beginning and end of the product's life is
reduced.
222 Digital Marketing Trends and Predictions for 2022 Image Source: ERP Software Blog 258
#184
Integrating GPS Data
into M-Commerce
Geolocation data is very relevant in digital ● Detecting product trends in different
marketing. So far, it is already used to segment regions.
audiences, but you can take even more ● Offering pick-up services in nearby
advantage of it thanks to mobile ecommerce stores.
(m-commerce).
In short, although we live in a global world, using
With Big Data, it is possible to process huge data like the location of our users can be useful
volumes of information and find innovative in integrating offline and online channels.
ways to incorporate geolocation to increase
online sales via mobile phones. For example:
● Modifying prices based on your
audience’s location
● Sending personalized flash offers to
customers who are close to a
physical store
18 Digital OOH Advertising
Trends
18
Digital OOH Advertising
Trends
"After the pandemic, life is back on the We will also analyze how brands are using
streets and outdoor advertising is making a outdoor advertising actions and virtual
comeback. In fact, the sector has grown interactive elements to allow the consumer
25.8% over the last year. to be in control. A trend that will emerge in
2022 will be linking outdoor campaigns
We will talk about launching campaigns with with predictable values, for example, the
3D creative on crowded streets and digital weather.
signage, a way to combine the online and
offline world. Finally, we will also see a rise in the use of
live broadcasts and cultural and sporting
events.”
Carla Mercadal
6
2
#185
3D Creative
in OOH
In Europe, the Volkswagen ID.4 is being The cinema screens projected 3D creative in
advertised through 3D creatives on digital which a zombie seemed to want to catch
billboards. Until now, this type of execution everyone who passed by. This is a great example
had only been carried out on large format LED of a brand paving the way for how to make
screens, so it is the first time in history that a innovative and effective use of this trend.
3D animation is being used in outdoor
advertising. The action was launched to
promote the brand's first electric SUV. You can
watch it here.
Another company that jumped on the 3D

advertising bandwagon is FoxTV, which
developed an immersive outdoor campaign to
promote the premiere of the tenth season of
"The Walking Dead.”
222 Digital Marketing Trends and Predictions for 2022 Image Source: Callao City Lights 263
#186
Digital
Signage
This is a tool that enables online and offline
worlds to intersect.
For example, integrating real-time user-generated

content in a physical store or at an event.
Considering social media is a hub of
user-generated content, you can use it to collect
content in real-time from platforms like Twitter and
Instagram and display what consumers are saying
about your brand or product in a strategic way.
Retail brands can take special advantage of this to

showcase user feedback and reviews in real-time
in their store. This is a great way to generate brand
awareness and create a sense of community
among your customers.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Social Wall 264
#187
Interactive
Augmented Reality in OOH
Outdoor advertising allows users to interact
with virtual elements that appear on screens.
This generates a unique experience for
consumers and allows them to form an
emotional bond with the brand.
SkyQ ran an augmented reality campaign at

Waterloo train station in London, which
allowed people to interact with animated
characters, like Spongebob. In addition, more
than 1,000 photos were sent to participants'
emails.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Rapport 265
#188
Contextual and Dynamic
Creative in OOH
This is digital outdoor advertising that shows
dynamic messages in real time. This trend
consists of linking an advertising campaign to
a predictive value, like the weather, for
example.
For example, the Dutch company Energie

Direct launched a campaign in which it
displayed personalized messages on street
billboards based on the current temperature.
#189
Streaming in
Digital OOH Advertising
The concept itself is not new, we all consume
streaming content. However, this technology is
being used more in outdoor advertising. It’s
now is possible to broadcast live events that
are being held anywhere in the world. This
trend is especially used in cultural and sporting
events, but it is becoming more frequent
across all types of public events.
Lima, for example, held a live stream of a

series using DOOH technology. Movistar+, for
its launch, projected the first few minutes of
the first episode of the series on ten screens
throughout the city. It all happened live and,
moreover, coincided with rush hour traffic.
222 Digital Marketing Trends and Predictions for 2022 Image source: Hobbyconsolas 267
19 Podcasting
Trends
19
Podcasting
Trends
"Podcasting is highly valuable in digital Companies are already taking advantage of
marketing. It allows companies to connect video and live podcasts. In 2021, Clubhouse
with their audience and helps them position came into the scene; although it remains to be
their brand. At the moment, we have a seen if it will become a decisive player in this
consolidated podcasting sector, which has sector."
room to grow in terms of investment,
innovation, and experimenting with new
formats.
Irene Riart
7
0
#190
Advertising Investment in Podcasting
Will Grow Until 2025
Podcasting in the U.S. is growing steadily.
Digital advertising spend in podcasting is
expected to be $1.74 billion by 2022.
By 2025, it will reach a whopping 2.47 million.
eMarketer estimates that spending will

increase by 31.1% in 2022. After that, the
percentage growth figure is expected to
decline as the sector stabilizes and matures.
222 Digital Marketing Trends and Predictions for 2022 Image Source: eMarketer 271
#191
Podcasting is Changing
Journalism
According to ViaPodcast at the Digital Growth They comment on the cases of The Guardian,
Summit 2021, Emma Tucker, editor at The which plunged into the audio world in 2012, and
Sunday Times, said that it is possible that The Washington Post, which did so in 2020.
more news content will be delivered in audio Finally, they mention podcasts as traditional but
rather than print in the next ten years. She said timeless audio tools that are growing in
that young people are still interested in news, newsrooms. An example of a recent innovation
but simply prefer to receive it through their is what Dutch publisher NRC did. It launched its
headphones. own audio app with external podcasts, curated
by its staff, alongside those produced by its
TwipeMobile analyzes how newspapers are media outlet.
transforming to audio formats. It examines
voice clips that can be pre-recorded and then
stored as "micro podcasts” and claims that
media companies are using voice notes as a
new way of interacting with their audiences.
There is also a growing trend in using audio
articles and Artificial intelligence (AI) to
generate near-real voices that don’t sound
robotic.
#192
Microcasts or
Micro podcasts
Microcasts are podcasts that feature episodes Microcasts tend to be best suited for episodic
that last, at most, ten minutes. Content is content, due to the short form of the episodes.
produced in segments so that the audience
can listen and interact with it easily. This This subset of podcasts is ideal for daily or
format can be consumed quickly in-between more frequently updated podcasts, like news
buildings,, travel, training and other programs. However, they can also be used in
miscellaneous tasks. other formats like fiction series.
Microcasts follow the same structure as

microblogging apps like TikTok. Digital native
users will be able to consume a lot of
informative content in a short time in the same
way that traditional media outlets and news
headlines are consumed.
222 Digital Marketing Trends and Predictions for 2022 Image Source: PodBean 273
#193
AI Writes and Broadcasts
News Podcasts
It isn’t the future, it’s the reality. In September Combining this technology with human voice In statements to MIT Technology Review, the
2020, The Guardian published an opinion simulation, AI will soon be able to write and platform’s developers claim that they have
column entirely written by a robot, convincing broadcast the news itself, without the need for developed it mainly for video games. But the
its human readers that "they are not a threat." human interference. At most, humans will possibilities are endless and the sky is the limit!
supervise and correct.
This column was done by GPT-3, an AI-based
language generator. It had to write a clear and For example, Cambridge-based English startup
concise 500-word article with a very specific Modulate has shown itself capable of using
theme: "why humans should not fear Artificial machine learning to generate what are already
Intelligence." He was provided with the first considered to be the world's first customizable
paragraph as guidance. voice masks.
The AI wrote 8 perfectly written articles, from To make this possible, Modulate relies on
which the media editor chose the best generative antagonistic networks (GANs), which
paragraphs for the final article. are responsible for both capturing the voice and
modeling the voice properties.

#194
Clubhouse,
The Social Audio App
In March 2020, Clubhouse, a social network
created by Paul Davison and Rohan Seth,
former Google employees, rose to fame.
The platform offers the ability to open group

chat rooms of up to 5,000 users. What sets
Clubhouse apart from other social networks is
that you can only interact via audio, you can’t
send text messages, images or videos.
While other social networks merge a mix of

various interaction tools into their structure,
Clubhouse only features audio
communication.
Unlike podcasts, Clubhouse contents are

ephemeral in nature, something we should
take into account if we want to join this
network as a brand and generate effective
marketing content.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Clubhouse 275
#195
Video Podcasting and
Audio Streaming
One of the trends that will gain momentum in
2022 is video podcasting.
Live broadcasts, where you can see speakers

and talk show hosts, is being integrated into
podcasts.
This allows you to keep your live videos on

YouTube or Twitch, for example, and then
extract audio to post it on podcasting hosting
platforms like Spreaker or Ivoox, which then
connect with other platforms like Google
Podcasting or Spotify.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Forbes 276
20 OTT Services
Trends
20
OTT Services
Trends
"Trends in OTT services have taken a turn.
They will no longer only seek to satisfy users'
need for urgency, who want to choose the
what, how and when of content, but will be
more competitive platforms.
This year, we will see smarter OTT services,

more personalized content for users, improved
interfaces that allow for better mobile viewing,
in-house productions and other important
trends that you can't miss."
Nerea Boada
7
9
#196
Subscription as a Business Model
in OTT
According to a study by Statista, 2.13 billion of ownership between users and products is
people used OTT video services globally in losing steam.
2020. This number is projected to rise to 2.71
billion people by 2025.
The United States alone is projected to

account for 197 million OTT subscribers by
2022. In Spain, according to a study by
Barlovento Comunicación, Netflix is the best
rated (7.90) and most recommended (7.95). It
is closely followed by Amazon Prime Video
(54.8%) and Disney+ (21.8%), HBO (19.6%) and
Apple TV+ (2.9%) trickle behind.
These data show that users' consumption

habits have changed and that many of them
only want to pay for what they consume. As a
result, the subscription economy is growing
steadily and the concept
Old Business Model New Business Model
222 Digital Marketing Trends and Predictions for 2022 Image Source: Zuora 280
#197
Intelligent
OTT Platforms
OTT services are gaining popularity and are
already the kings of entertainment.
In 2019, streaming video consumption (OTT)

already equaled free-to-air TV consumption
and, by 2022, it is predicted to surpass it.
In addition, there will be a greater use of voice

control to access OTT services, and streaming
devices will become smarter by incorporating
gesture recognition and augmented reality.
222 Digital Marketing Trends and Predictions for 2022 Image Source: IPMARK 281
#198
The 5G Revolution
in OTT
The 5G mobile network has created new virtual and augmented reality applications
trends in content consumption. 5G is a leap in are limited by the power of 4G processing.
wireless technology that provides an improved
user experience, greater connectivity, lower In live sports broadcasting, the business will
latency and faster data transfer, all of which also be divided between traditional platforms
open a window of opportunity for OTT and OTT services. Although historically sports
platforms. had been the mainstay of TV broadcasters, more
and more users are migrating to OTT platforms
Expectations of the impact this technology for their sports offerings.
can have on OTT services are very high. In fact,
according to a survey conducted by Nevion,
82% of broadcasters believe that the 5G
mobile network will eventually replace
traditional digital terrestrial and satellite
distribution.
In addition, they predict that this technology

will increase content consumption, boosting
augmented and virtual reality experiences.
Right now, many
222 Digital Marketing Trends and Predictions for 2022 Image Source: Iberpixel 282
#199
Personalized Content and
Shared Experiences in OTT
In 2021, Netflix launched a new feature, "Play This new functionality also includes a shared
Something," to help its users decide which chat so users can comment in real-time. For
content or series to watch. When you select Disney+, this feature is called GroupWatch and
the "Play Something" option, Netflix's algorithm for Netflix, it’s called Teleparty.
chooses content it thinks you'll like. The choice
is based on your preferences, i.e., the type of
content you have previously watched.
This trend will be increasingly evident in

streaming platforms, which will offer more
channels and niche programming to cater to
more specific audiences. Content will become
increasingly personalized and tailored to each
user's tastes.
During the pandemic, Amazon Prime, launched

a new "Watch Party" feature to allow its users
to watch series and movies simultaneously.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Play Something - Netflix 283
#200
Mobile
TV
To increase their market penetration, OTT application for users to watch series from their
platforms are increasing the availability of their phones. Its called Blackpills Movistar and, for
content across computers, smart TVs, apps, now, it already includes 15 series with short
consoles, and more. chapters, between 15 and 20 minutes.
However, mobile devices (smartphones and Another interesting fact according to Polygon iis
tablets) are becoming the most popular that 33% of all Twitch users watch live
streaming medium, surpassing television. As broadcasts using their smartphones.
highlighted by Finaces Online, this growth has .
been driven largely by the offer of broadband
services and LTE (Long Term Evolution), the
wireless broadband technology used for data
transmission to provide Internet access to
mobile devices.
Brands like Movistar have joined the mobile

fever by launching an
222 Digital Marketing Trends and Predictions for 2022 Image Source: Androidphoria 284
#201
Local and
In-House Productions in OTT
According to PWC's Entertainment and Media Simultaneously, the rise of streaming platforms has
Outlook 2018-2022 study, OTT services pushed major audiovisual groups to allocate more of
maintain a year-over-year growth projection. their budgets to original content. "As each platform
2022 predicts 196 million dollars in video on- looks to boost its catalog, investment in original
demand subscriptions and 68 million dollars programming will continue," says Daniel Gadher, head
in video on-demand transactions. This growth of research at Ampere Analysis.
is accompanied by a boom in local
productions, due to partnerships with local
production companies and an increase
in-house production.
Number of original titles
produced by
Netflix, for example, already creates 40% of its subscription
own productions in the United States. The video-on-demand (SVoD)
streaming platform has more than 2,400 subscription services
original and exclusive productions. Its goal is in Europe from 2015 to 2019
to reach 50% of own productions by 2022.
There will be more and more original content
produced by the OTT services themselves.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Statista 285
21 Marketing Automation
Trends
21
Marketing Automation
Trends
"Automation is playing an important role in There are many trends that will mark the
digital marketing; it is now possible to offer a coming year and will ultimately improve the
hyper-personalized experience to users, way we use hyper-personalization to enhance
offering quality content adapted to their real the user experience.”
needs that accompanies them through the
buyer journey and provides them with the right
content at the exact right time.
Omnichannel also plays an important role in

content hyper-personalization. It allows brands
to reach users through different channels
including email, Whatsapp, SMS, pop-ups, and
ads on different platforms.
Oier Gil
8
8
#202
Mobile Marketing
Automation
One of the most valuable automation trends After gathering information about your mobile
for 2022 is mobile marketing automation. audience, you can start sending automated
content. Some options are:
If you're not already using it, you're missing out
on an opportunity to attract leads through a ● SMS updates
device used by millions of people around the ● Push notifications from your
world. Did you know that 70% of internet time application
is spent on mobile devices? Or that over 50% ● Messages / discount coupons
of internet traffic comes from mobile? ● SMS surveys
Mobile marketing automation allows you to
collect information about your mobile users These options allow you to engage your
like: audience with your brand and keep it
top-of-mind of your potential customers. As we
● Location head into 2022, don't forget to include mobile
● Browsing habits marketing automation in your strategy.
● Device type
222 Digital Marketing Trends and Predictions for 2022 Image Source: Instagram 289
#203
Automated
Social Media Marketing
Automated social media marketing is one of Automating your social media content allows
the top automation trends of 2022 for you to create posts weeks in advance and
companies looking to capitalize on the schedule them to publish at a specific date and
benefits of social media. time. Tools like Hootsuite, Buffer or Hubspot
make it easy to schedule content for the month
Social media usage continues to grow year and see the full reach of your campaign.
over year. In 2020, there were 3.4 billion active
users, representing a 9% increase over the Hubspot even goes a step further to make this
previous year. This figure continues to grow job easier. If you have the blog in the Hubspot
steadily. CMS, you can directly schedule your social
media posts go live 15 minutes after your blog is
These platforms are where you can attract published. This way, you can automate all
potential customers and familiarize them with processes and link all related content in just a
your brand. If you want your company to be few actions.
among the top companies in your niche, you
need to post content frequently. Additionally, with Hubspot, you can track the
clicks, interactions and leads you generate with
each social media post.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Hubspot Cyberclick 290
#204
Content Map Optimized

For Each Stage of the Funnel
With the power of marketing automation, your Define and categorize the content for your buyer
company can create personalized experiences persona based on the buying stage he or she is
that speak directly to the user by addressing in. It is important to draw a good content map
their unique challenges, industries and goals. for each of your buyer personas. By doing this,
Of course, given where they are in the sales you will be able to:
funnel, this is where the magic of
personalization and funneling comes in. ● Have clear and organized relevant
information about your ideal
Thanks to the data we have on each of our customer, as well as their pain points
leads, we can use AI and Machine Learning to and needs.
detect what content we should send to our ● Have a clear vision of your potential
potential customers at any given moment. customer's needs for each phase of
the funnel and anticipate them.
● Use it as a guide to orient your
content, both organic and paid.
#205
Automation and AI:

A Must for Businesses
According to Salesforce's "Trends in Workflow
Automation" study, which collects feedback
from more than 25,000 consumers,
automation has become a requirement for
teams, including developers.
Technical leaders who have implemented

automation report strong ROI. In fact, nearly
75% perceive an equivalent time savings of at
least four hours for every 40-hour week. As
manual tasks are automated, employees have
more time to work strategically. In addition,
95% of IT and engineering leaders say their
organizations are prioritizing workflow
automation.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Salesforce 292
#206
Highly Effective
Automation
Hubspot’s Report, "Not another State of In total, of all respondents, 76% say that their
Marketing 2021," confirms that automation is companies are already betting on automation:
highly effective. 58% to improve their management tasks, 42% to
automate content and 31% for the use of
65% of marketers surveyed say that chatbots.
automating marketing and sales processes is
a "highly effective" or "very effective" strategy. 2022 should be about improving the customer
This tool is used by 79% of the companies that experience by focusing on building relationships
opt for automation in marketing, 45% in sales rather than prioritizing sales or traditional
and 33% in finance. marketing. This is where automation and
personalization come in.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Hubspot 293
22 Gaming Marketing
Trends
22
Gaming Marketing
Trends
"Gaming marketing has only just begun. More Digital formats have also found their place in
and more creators are trying their luck on gaming marketing, and ads are continuing to
Twitch, more companies are sponsoring adapt to users’ demands.
eSports, and many users are consuming video
game content. Without a question, this trend is booming and
there is a major opportunity to take advantage of
In addition, the pandemic has provided the all the possibilities there are to explore."
opportunity to bet big on new formats, like
macro-concerts, and broadcast them on
streaming platforms.
Michelle Bernachi
9
6
#207
Discord: “Slack”
for Gamers
Discord is not a new social network, it has online meetings with friends, for example.
been around for a few years since its creation
in 2015. But its growth in recent years in the TeamSpeak is another platform in the
world of eSports and among gamers has gaming space and also Discord’s direct
made it stand out. competitor. It also has a very powerful
community. The major difference between
Discord is a free instant messaging service the two is how servers are created in each.
with VolP voice chat, video and text chat. Its
interface and functionalities are very similar
to those of Slack, with the only difference
being that it is oriented to video game
communities. It works through servers and is
separated into text and voice channels.
Discord is available for Microsoft Windows,
MacOS, Android, iOS and Linux.
Though this platform is primarily created for

gamers, it can also be used for much more,
including
222 Digital Marketing Trends and Predictions for 2022 Image Source: Discord 297
#207
Discord: “Slack”
for Gamers
According to ADSLZone, "for Discord the Keep Discord and TeamSpeak in mind in
creation is as simple as following a wizard in your digital marketing strategy in 2022!
the service's application, while in the case of
TeamSpeak it is necessary to download the
installation files and install them on your own
computer".
Additionally, although TeamSpeak offers

better voice quality, its interface is more
complicated to understand. A few other
differences are that Discord is free while
TeamSpeak requires a licensing fee if you
exceed 32 users, and the quality and variety
for bots is better in Discord.
In terms of privacy, they are pretty much on

par (taking into account that many gamers
use VPN to protect their IP).
222 Digital Marketing Trends and Predictions for 2022 Image Source: TeamSpeak 298
#208
Twitch as a Platform for
Branded Content
Brands are using Twitch to advertise their Axe, Unilever’s brand.

products and services. Additionally, influencer
marketing on Twitch is gaining popularity Unlike traditional sponsorship formats, the
thanks to the nature of sponsored streamings streamers were sharing positive attributes
on the platform. about the brand live on-screen for an hour and
a half. Only a couple of Axe products and the
Influencer marketers leverage different formats slogan were visible to users. This format was
to promote their products on Twitch including so well received because the advertising
unboxings, live demonstrations, and provided value to users and the product was
participating in games. advertised in a non-intrusive way.
For example, Ibai Llanos, a Spanish internet This is just one of the many options for
celebrity, e-sports commentator and streamer, generating branded content on Twitch. The
collaborated with Illojuan to promote possibilities are endless!
222 Digital Marketing Trends and Predictions for 2022 Image Source: Twitch 299
#209
eSports Marketing
on the Rise
eSports are becoming increasingly popular, If you are thinking about advertising in eSports, Facebook has acquired the rights to ESL Pro
especially among males in their twenties. They keep in mind that sponsoring a team is League and ESL One in English and Portuguese,
provide brands of all kinds great opportunities expensive. A more accessible way for brands to which will be brought to life through Facebook
for advertising. do so is by providing valuable content on social Gaming.
networks like Twitter, Facebook and Twitch.
During the pandemic, advertising in eSports Lastly, Twitch is the king of eSports broadcasts.
amounted to $163.3 million dollars, On Twitter, you can find news related to It recently changed its regulations for
representing an increase of 3.3% over the championships and leagues, video games, and a broadcasting games, allowing streamers to
years. space to debate among users, commentators broadcast these games on their channels.
and players.
There is a large niche audience for these
leagues, as well as opportunities to sponsor
some streams and carry out an influencer
marketing strategy with content creators on this
platform.

#210
Display Ads
on Twitch
Social media ads are constantly changing and Pre-roll ads are the most typical, but streamers
adapting to users’ needs. Twitch has changed can also configure ads to appear during an
some aspects in its platform, like its entire broadcast. This is considered too
subscription price according to the country intrusive among users since they can’t skip or
content is viewed in. This has been avoid them. Even traditional ad blockers will
controversial among streamers. Other changes not block them.
it has made also affect advertising during
broadcasts. Amazon is proposing to carry out display ads
on Twitch that will appear in the form of
Until now, ads were in the following formats: banners displayed at the bottom of a
pre-roll (before a live stream starts), mid-roll broadcast. This way, users won’t miss anything
(during the live stream), and end-of-stream happening in the livestream. They are also
(after the content has finished). predicted to be much less intrusive than
traditional Twitch ads.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Pacvue 301
#211
Ads in “Series”
on Twitch
“Series” is the most popular form of content One of the most viewed series on Twitch is
available on Twitch. TortillaLand, the Minecraft series created by
AuronPlay and Perxitaa. Everyday, it
Series in Twitch consist of multiple streamers accumulates around 200,000 views.
creating long-form content and playing video
games at the same time. What this means is a Samsung has even sponsored the Samsung
streamer chooses a game, invites other Galaxy Z Flip 3 within this series. It also
streamers, and they collaborate to create designed its own cell phone to be used within
content for the same game. the game.
This year, Twitch has been full of streamers’

series like Marbella Vice, the GTA V series
created by Ibai Llanos. This involved other
streamers like Rubius and AuronPlay, and
well-known influencers like Laura Escanes and
Paula Gonu.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Samsung 302
#212
Incorporation of “Boost”
in Twitch
Among all the changes that the platform has Its implementation for all creators is
presented in recent years and the ways in controversial, as larger streamers see it as a
which marketing on Twitch has evolved, one of way to "pay to win.” They also believe that it
the most controversial changes has been the won’t favor small streamers, but rather larger
incorporation of the "boost" on the platform. ones as they have communities more willing to
pay for them.
The Twitch "boost" is a paid recommendation
tactic, meaning a streaming community can On the flip side, implementing it may allow
pay to recommend their favorite creator’s small creators or branded streamers just
channel so that it reaches more people. starting out on Twitch to reach more users and
gradually increase their views.
It is not currently implemented within the
platform as it is being tested among select
groups of streamers.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Dexerto.com 303
#213
Cloud Gaming and
Crossplay
The video game industry has been reinventing On the other hand, crossplay facilitates
itself for years and trying to improve the interaction between players of the same game
services and games available in the market to regardless of the device or console they use.
provide an enhanced user experience. Until a few years ago, companies sought for
exclusive games to increase sales of their
Cloud gaming is a trend that has been growing consoles.
for years. It uses remote hardware that allows
users to play from the cloud. Large companies However, Microsoft, with its Xbox, saw that
like Sony and Microsoft have sought to offering players the ability to play with other
implement cloud gaming in their consoles in users regardless of the console they had,
order to give their players access to a variety of allowed them to reach a wider audience and
games through a paid subscription. increase their sales.
Sony will be the last to join this trend. Some

popular games that already have crossplay are
Fornite, Among Us, Apex Legends, Overwatch,
and Minecraft.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Counterpoint 304
#214
What’s New in
Youtube Gaming
Following Twitch’s success in recent years, In addition, YouTube plans to implement a

YouTube has decided to make changes to its variety of subscription options with
streaming platform to make it more appealing different payment levels.
among video game streamers.
Lastly, it will allow users to redirect their
It has incorporated remuneration methods chats to other live stream channels. This
similar to Twitch for creators, including ads, is great for smaller communities because
premium subscriptions, channel it allows new audiences to view and share
memberships, merchandise sales, and many content, increasing its reach.
“supers” in the form of superstickers,
superchats and superthanks.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Movistar eSports 305
#215
Netflix
Games
Companies have realized that gaming content All of these games are included in Netflix’s
engages and attracts new audiences, monthly subscription. In order to play, you
presenting a huge opportunity for marketers. just need to download Netflix Games and
have an adult profile.
To take advantage of this, Netflix has
launched Netflix Games, where users will be We predict that more and more companies
able to access the brand's games through the will continue to join the gaming world.
mobile app.
For now, users can enjoy games like: Stranger

Things: 1984, Stranger Things 3: The Game,
Shooting Hoops, Card Blast and Teeter Up.
More games are expected to be added to the
platform in the future.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Netflix 306
23 Influencer Marketing
Trends
23
Influencer Marketing
Trends
"Influencers have been considered an Likewise, there will be a focus on producing
important part of the marketing world for more authentic campaigns, as users expect less
years, especially for Social Media campaigns. intrusive content.
In 2022, they will continue to be fundamental
to creating new strategies. Finally, social media platforms will continue to
evolve to explore new horizons in Influencer
For example, brands will opt for Marketing. In Instagram’s latest update, it
micro-influencers who have a higher implemented the functionality to publish
engagement with their followers and require collaborative posts, thus illustrating the
lower fees. importance of branded content strategies.”
Alma del Campo

0
9
#216
Microinfluencers
Will Be Increasingly Important
Influencer collaborations are not new, but this Many brands will choose to look for micro
digital marketing trend is still on the rise. In or nano influencers. Nano-influencers are
2020, brands' influencer marketing budgets influencers who have between 2,000 and
increased by 65%. 5,000 followers, while micro-influencers
have between 5,000 and 100K. These types
In 2022, the influencer world will be of profiles have a higher interaction rate
characterized by its variety, from video game than mega-influencers (those who reach or
streamers on Twitch, to lifestyle content on exceed one million followers).This is more
Instagram, to tech channels on YouTube. beneficial for companies because smaller
influencers have a higher engagement rate
Therefore, the key for marketers to take with their followers, making collaborations
advantage of this trend is to know how to much more effective.
choose the most suitable influencer for their
brand’s target audience. To this, it is important
to prioritize relevance and interaction rate
over the number of followers.
222 Digital Marketing Trends and Predictions for 2022 Image source: Coobis 310
#217
Long-Term Collaborations
With Influencers
In 2022, brands will start to prefer long-term
collaborations with influencers over one-off
instances, since doing so ends up being much
cheaper. Influencers with less than 1 million
followers typically charge through offering
sample products or discounts, something that
mega-influencers do not do.
#218
Employee
Advocacy
Another trend for 2022 will be employees of a
brand creating content for its social networks.
More specifically, the brand or company could
use part of its team to advertise its products or
services.
Although the effectiveness of this type of

strategy remains to be seen, since not
everyone will have a high number of followers,
it will be interesting to see how how some
popular brands carry this out.
#219
Performance-Based
Offers
We will start to see performance-based offers

emerging as a trend in 2022. In other words,
companies could demand a minimum number
of clicks or conversions from an influencer,
which would mean planning posts thoroughly
in order to achieve these pre-set goals.
#220
Brands Will Seek Authenticity
in Collaborations
Brands will strive to create engaging and According to The Drum, the 5 keys
credible content. This implies being to achieving authenticity on TikTok
transparent and talking about not just the are to identify your consumers’
advantages of using products, but also any purpose, get involved with the
possible defects. This will boost trust with the community, stay true to your values,
public and they will view your content as be energetic, and above all: be
authentic rather than an advertisement. yourself.
Of course, tread cautiously here; you don’t Make sure to choose influencers
want a prominent influencer criticizing your who represent these values and are
products on social media. aligned with what’s important to
your brand.
222 Digital Marketing Trends and Predictions for 2022 Image Source: The Drum 314
24 New Formats
Trends
24
New Formats
Trends
"In recent years, the internet has seen some
big changes. Companies understand the push
to adapt to digital. Facebook went even further
by changing its name to Meta–signifying the
reality of an increasingly digital world.
NFTs, or non-fungible tokens, are expected to

be on the rise in 2022. They represent a
revolution in online sales toward a 100% digital
format.
Without a doubt, a number of new formats will

emerge in 2022.”
Marc Marugan
Innovation & Development
1
7
#221
The
Metaverse
On October 28, 2021, Mark Zuckerberg Since then, the word has been appearing in more internet in the near future. According to him, it
announced a change in Facebook's corporate and more works of science fiction, and today will be three-dimensional and immersive. It is
name to Meta. This change reflects the Silicon Valley technology companies have not clear whether it will be in virtual reality,
company’s goals: "We are a company that started using it with a slightly different meaning. augmented reality or through social networks, so
develops technology to connect," he said. The metaverse enables virtual interaction Meta is betting on all of them.
"Together, we can put people at the center of between users, combining aspects of social
technology. And together, we can unlock a networking, augmented reality, virtual reality, One of his proposals aims to revolutionize
much larger economy." online gaming and even cryptocurrencies. remote working by adapting it to physical reality.
This will be known as Horizon Workrooms,
The word "Meta" in the new corporate name Epic Games has used it to describe cross-overs virtual conference rooms that will allow remote
comes from "metaverse." It is a science fiction in its Fortnite game, which contains pop-culture workers to virtually be in the same space.
concept from the 1990s; in his novel Snow characters like Alien or Aquaman. Players can
Crash, writer Neal Stephenson used it to also see concerts by artists happening in Zuckerberg has also decided to open "physical
describe a virtual 3D-world inhabited by real-time. stores" that will give conventional users and
avatars of real people. companies the opportunity to try out Meta's
While presenting this change, Mark Zuckerberg technology.
commented on what he expects to happen in

#221
The
Metaverse
These physical stores are expected to test the We can’t forget that the metaverse will be a part With AI, we will be able to see how 2D or 3D
company's hardware and learn more about the of “real-world” activities, like the economy. This avatars will be able to detect users' voices and
capabilities of the Metaverse. is expected to come to fruition through an recreate speech. The 3D avatars will also be
increased use of cryptocurrencies or digital able to raise their hands and use emojis.
Since Meta bought Oculus Rift in 2014, these payments, and even art, as NFTs are becoming
stores will feature the brand's flagship more frequent among virtual artists. Unlike Meta's proposal, Microsoft seeks to
products, like Oculus Quest, for example. provide a more accessible solution, since no
Additionally, it will also be possible to test the Everything seems to indicate that the future will special equipment apart from a phone and
Ray-Ban Stories, the company’s new smart be increasingly virtual and this is why virtual reality headset will be required to make
glasses that allow people to record videos, companies are beginning to invest in the the most of Mesh.
take pictures, talk on the phone and even listen metaverse.
to music on them.
Microsoft has joined with Mesh, a mixed reality
The metaverse will sneak into many aspects of platform designed for Teams, that helps ensure
everyday life, including work and school, but it that all the attendees of a meeting are present
does not plan to lose its gaming origins. It will without being physically present.
also allow people to participate in
conventional games like chess and ping pong,
with others from around the world.

#221
The
Metaverse
The beginning of this transition for Microsoft

came with the Together Mode tool, which allows
users to visualize meetings as if they were
taking place in a theater. With this tool,
Microsoft seeks to reduce meeting fatigue.
Meta and Microsoft will be the pioneers of the

metaverse with their virtual-reality adaptations
of aspects of everyday life.
222 Digital Marketing Trends and Predictions for 2022 Image Source: Microsoft 320
#222
NFT or Non-Fungible
Token
With the innovation of blockchain technology Unlike fungible tokens like Bitcoin that can be split
and open source projects, replicas and copies into identical tokens and replaced by others with
have spring up. However, NFTs introduce a new similar characteristics, NFTs are unique and
concept that could revolutionize the industry: indivisible.
unique and unrepeatable tokens.
The NFT itself is a digital certificate of ownership
As Forbes explains, "a NFT, or non-fungible and authenticity that indicates that the content and
token, is a unique and unrepeatable digital token ownership rights are unique.
that uses blockchain technology to guarantee
not only its authenticity, but also that it belongs According to data from Coingecko and Crypto247,
to a single user. One of the characteristics of after Zuckerberg announced the company's name
these tokens is that anyone can convert their change from Facebook to Meta, tokens showed
creations, whether images, videos, audios, URLs strong growth in the NFT/gaming world.
or even real-world physical objects, into
non-fungible tokens." This will be a fast-growing trend in the
cryptocurrency world in 2022.
SPAIN · MEXICO · UNITED KINGDOM
www.cyberclick.es / www.cyberclick.net
info@cyberclick.es

Cyberclick - 222 Digital Marketing Trends and Predictions For 2022

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Cyberclick - 222 Digital Marketing Trends and Predictions For 2022

Uploaded by

Copyright:

Available Formats

00 Index

222 Digital Marketing Trends and Predictions for 2022 3

222 Digital Marketing Trends and Predictions for 2022 4

222 Digital Marketing Trends and Predictions for 2022 5

222 Digital Marketing Trends and Predictions for 2022 6

13 PPC and SEM

222 Digital Marketing Trends and Predictions for 2022 7

166 Cybersecurity 175 Proliferation of Marketplaces: Competition to 185 3D Creative in OOH

222 Digital Marketing Trends and Predictions for 2022 8

222 Digital Marketing Trends and Predictions for 2022 9

222 Digital Marketing Trends and Predictions for 2022 1

Several factors have led to this trend: the

When deciding where to start, you just have to

These are the channels that will be trending in

Trade marketing promotes a company's

The 2020 Edelman Trust Barometer report

During the height of the coronavirus pandemic,

The company has announced the planned

The power of opinions is crucial in digital

This point is closely related to user generated

Multichannel marketing can involve creating a

It is not enough for companies to focus on a

In 2022, companies must build a strong

Live stream shopping can help brands,

Time-limited tactics, such as one-time

Location-based marketing is a direct ● Geofencing consists of creating a virtual

Green marketing (sometimes called ecological

Green marketing falls within the scope of

In 2022, we predict a clear consolidation of

In addition, we will also see the

During 2021 and 2022, some online sales

According to a study from McKinsey, up to In conclusion, sales automation techniques no

222 Digital Marketing Trends and Predictions for 2022 37

Therefore, betting on loyalty programs and

As society advances, so do marketing Moreover, the plurality of your buyer personas

According to the study, 69% of respondents

In the same study, 47% of people said they

It is becoming more and more common to ﬁnd

As the consulting ﬁrm Forrester points out, the

In 2022, the user is going to be more aware of

With the purchase of virtual reality company

For these glasses, new tools are being

In 2022 we are likely to see many more uses of

According to a study by CISCO, more than 50%

During these initial tests, they explored various

Caffeine was created by former Apple

Vertical video is the trending format for ads on

For example, Twitter is about to add the

These types of updates will be replicated on

Google's Web Stories are a version of the

Web Stories can be placed among the Google

222 Digital Marketing Trends and Predictions for 2022 62

If we compare the ﬁrst and second quarters of

This means more pressure for marketers, who

In terms of effectiveness, Facebook instream

One possible option may be to automate parts

TikTok's Dynamic Showcase Ads (DSA) are

DSAs are the TikTok version of Dynamic

The creators will receive all the money

Adam Mosseri, the director of Instagram,

In LinkedIn Marketplace, people will be able to

222 Digital Marketing Trends and Predictions for 2022 72