The Latest Digital Marketing Trends for 2022

If any of us were holding out hope that the world would return to some kind of normal in 2022, the first month of the year would have blown that notion well and truly out of the water. Taking its cues from the world at large, the digital realm refuses to stand still for five minutes at a time, something we are acutely aware of as one of the leading agencies involved in digital marketing and brand design Melbourne businesses have come increasingly to rely on.

In the last year or so, we have witnessed the emergence of the metaverse, the NFT craze, the proliferation of short-form videos, the decline of cookies, and the continued growth of e-commerce, among many other industry-defining events. Everywhere you look, it seems like there’s some new platform or previously untapped market revolutionising the digital landscape. For this blog, we’ve chosen five trends that we think are going to make some serious waves over the next year.

1-Hyper-Personalisation

There was a time when consumers might have been kind of uncomfortable with the idea of personalised marketing, and indeed the disappearance of cookies is going to call for some major soul-searching among digital marketers. However, in 2022, consumers are much more likely to be put off by advertising that doesn’t cater closely enough to their interests. While in the past, marketers would have targeted a segment of customers who fit certain criteria, today they can interact with them in real time based on decisions or “micro-moments” that occur during the customer journey.

The Growth of NFTs and Blockchain

NFTs (non-fungible tokens) were one trend that really gained traction in 2022. One minute, no one knew what they were; the next, global brands like Coca-Cola and Nike were selling digital images for hundreds of thousands of dollars. By giving each digital item its own unique code, NFTs and Blockchain created scarcity and drove up the value of individual pieces, regardless of how many “lookalikes” might be produced. Given that the price of a physical artwork is based on much the same concept of “authenticity,” it’s almost surprising that it took someone so long to create a digital equivalent.

An Expanding Metaverse

While Facebook’s strategic rebranding caused many an eye-roll, the fact is the internet was already heading in a more immersive, interactive direction. The ad campaign launched by Mark Zuckerberg might look like nothing so much as a dystopian reimagining of Power Rangers, but many digital entrepreneurs believe that augmented reality and interactive platforms will lead to greater brand loyalty and yet another peak in e-commerce.

More Sustainable Digital Marketing

In the last two years, it seems the tide of public opinion on climate change has finally started to turn. Governments around the world have introduced a host of measures to try to safeguard our planet, and sustainability is more likely to influence the buying choices of individual consumers. This has meant that businesses are placing a greater emphasis on ethical practises, particularly related to how they invest their money.

Greater Privacy Regulation

With third-party cookies heading for the waste-basket of history, advertisers are going to need to find more privacy-friendly ways to target their audiences. Of course, not all consumers will choose to go anonymous, but given the option, there will be plenty that do. Companies have already started testing targeted technology that does not rely on identifiers, but it will be a while before we have any idea how effective these methods are.

At FMD, We’re Here to Help

At FMD, we’ve established ourselves as one of Melbourne’s leading digital marketing agencies by adapting to the latest trends as they happen. Contact us today and find out how we can help your business get ahead of the curve.