Table of Contents
- Introduction: What is Digital Advertising?
- Recent Trends in Digital Advertising
- Everything you need to know about Digital Advertising in 2022
Digital advertisements are a part of digital marketing done for promoting products online by means of personalized advertisements that are delivered to people through social media platforms, websites they visit, search engines, or even directly to their email inboxes. In simple terms, digital advertising is marketing products or services to people on the internet.
Digital ads are generally targeted at specific people groups to get the best results. Businesses conduct research to understand potential customers in terms of their preferences and patterns. This gives them a clear picture of what each person wants. The next step is to group them into different categories based on their profiles.
Businesses have to build a relationship with potential customers by offering them value. This can be done by developing an advertisement strategy whereby they introduce targeted advertisements to each group.
Recent Trends in Digital Advertising
Digital advertising trends are spread in over multiple categories. They are related to search engines, social media, and web design. So here are some trends in digital marketing that left a mark:
Trends related to search engines
- Vernacular SEO: The pandemic has resulted in a vast majority of the human population relying on technology to keep their lives moving forward. However, not everyone is familiar with English. Vernacular SEO helped bring content to everyone in their own languages.
- Related search or ‘People also ask’: People might not have enough information about the things they search using search engines. Along with the content a user searched for, search engines also display results about the topic that people usually search for. This might help people to find exactly what they are looking for.
- Hyper-local SEO: Hyper-local SEO refers to optimizing content to turn up for hyper-specific search queries. This is especially beneficial to small businesses limited to single locations. Prospective customers can now find related results in their vicinity. Hyper-local SEO puts local businesses on digital maps, easily visible to people nearby.
- Voice search: According to research conducted by Websitebuilder.com more than 51% of users use voice search to research for products. Optimizing content to appear in voice searches is important to stay relevant.
Trends related to social media
- Shoppable content: Shoppable content refers to any type of content, text, image, or video that allows users to purchase products directly from where they are viewing them. Shoppable content acts as an advertisement and a store simultaneously.
- Short format videos: Short videos that have a runtime of 15 to 30 seconds are ideal for advertisements. Popular platforms such as Instagram and YouTube have their own short format video platforms called Reels and Shorts respectively. The algorithm run by Instagram and YouTube easily displays ads in the recommended content page of users based on their preferences and the content they frequently view.
Trends related to websites
- Chatbots: Chatbots powered by Artificial Intelligence is a trending Digital advertisement tool. Chatbots help convert website traffic into sales by helping visitors find exactly what they are looking for. Chatbots can also collect user data so that they can be tagged for retargeting.
- Pop-ups: Pop-up ads are an example of personalized remarketing. Personalized pop-ups can be sent to website visitors based on the content they frequently consume and their stage in the process of purchasing products.
Everything You Need to Know About Digital Advertising in 2022
Staying updated with regard to the following factors will help you master the art of digital advertising in 2022. These new digital advertising trends are projected to be the key drivers of this domain in 2022:
The two years from December 2019 to December 2021 saw the world shifting consistently into a virtual existence. Everything from kindergarten education to governance is functioning in virtual spaces as of now. This shift into a virtual plane was taken a step higher with the concept of metaverse turning into reality.
Technology is now capable of shifting a majority of human life completely into a virtual space. Virtual events or online events such as webinars, video conferences, and classes are cost-effective and are a lot easier to schedule and host. However, virtual events also require hosts and sponsors. These offer great opportunities for businesses to showcase and market their brands as sponsors or hosts. Such online events are joined by people all over the world. If used effectively, online events could translate into sales or investments.
Optimizing content on your website or store page to incorporate AI services is an important step for 2022. AI can be employed to create original content based on customer preferences. AI can also be used as a marketing tool such as conversational marketing through chatbots. Artificial intelligence is capable of analyzing search patterns and consumer behavior and optimizing the content each consumer group receives.
Publishing exhaustive content with no particular message could be detrimental to brand growth. Consumers prefer simple and meaningful content that gives them value for free. This can be achieved by posting content that is relevant and educational. Simple and meaningful content can be beneficial when it comes to engaging customers or initiating a conversation with potential buyers.
Tracking consumer preferences is important when it comes to optimizing the advertisements they receive. Receiving advertisements about products they casually mentioned in online conversations is a privacy concern for consumers. In 2022, priority should be given to discovering innovative methods to track consumers without infringing upon their right to privacy.
Traditional advertising has lower success rates in terms of lead generation and conversion to sales due to its general nature. The pandemic has resulted in a majority of daily activities shifting to a virtual plane. Trending digital advertising techniques like SEO-optimized content and personalized content that do not effectively violate user privacy is important to effectively run digital advertising campaigns in the coming year.
Digital advertising is personalized because businesses track user preferences and behavior. Receiving advertisements and suggestions about products they mentioned in personal conversations results in people losing trust in businesses. This is detrimental to brand image and sales.
AI can be employed to collect and analyze data related to consumer behavior and purchase patterns from organically generated traffic. This data can then be used to create personalized digital advertising campaigns.
Unlike traditional advertisements that are published on public platforms such as billboards or newspapers, digital ads are more personalized and have a wider reach.