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The State of Marketing: Predictions for 2022
It's that time of year again - when we take a step back and look at the big picture. What will the marketing landscape look like in 2022? What trends will be on the rise, and which ones will have died out?
The growth of digital marketing and its continued domination of the advertising industry
In fact, according to a recent study by Forrester, digital marketing spending is expected to reach $332 billion by 2022.
"The SaaS industry has been one of the biggest beneficiaries of the growth in digital marketing," says Johnathan Dane, Founder, and CEO of KlientBoost. "As more and more businesses move online, they need software to help them automate and scale their marketing efforts."
Dane believes that SaaS companies will continue to thrive in the coming years. "There's a lot of room for growth in the SaaS industry," he says. "I believe we'll see more consolidation in the industry and more SaaS companies going public."
The rise of AI and its impact on marketing
Another big trend that we'll continue to see in 2022 is the rise of AI. "AI will have a huge impact on marketing," says Dane. "We're already seeing it used for personalization and predictive analytics.”
"I believe AI will help marketers become more efficient and effective in their work. We'll see more AI-powered tools that automate tasks, freeing marketers to focus on strategic work."
The increasing importance of video content in online marketing
Dane predicts that video content will continue to grow in importance. "Video is a potent tool," he says. "It's highly engaging and can be used to tell a story in a way that text and images alone cannot.
"I believe we'll see more marketers using video in their campaigns, as well as more video content being consumed by consumers. Video is here to stay and will only become more popular in future years."
The growing trend of personalization in marketing campaigns
Personalization is another big trend that we'll continue to see in marketing. "Consumers are becoming increasingly demanding, expecting brands to personalize their experience," says Dane.
"We're already seeing a lot of personalization being used in email marketing, and I believe we'll see it being used even more in the years to come. We'll see more marketers using data to segment their audiences and deliver personalized messages."
The shift from traditional to experiential marketing
"There's been a shift in the last few years from traditional to experiential marketing," says Dane. "Experiential marketing is all about creating an emotional connection with the consumer.”
"I believe we'll see more marketers using experiential techniques in future years. We'll see more brands using events, sponsorships, and other activations to create a deeper connection with their audience."
Predictions for the future of social media platforms
"I believe we'll see more brands using social media platforms to connect with their audience," says Dane. "Social media is a great way to build relationships with consumers and create a community around your brand.
"I think we'll continue to see the rise of newer, smaller social media platforms. We've already seen the rise of platforms like TikTok and Snapchat, and I believe we'll see more brands using these platforms to reach their target audience."
The continued rise of content marketing
Finally, Dane predicts that content marketing will continue to grow in popularity. "Content is still king," he says. "Consumers are looking for valuable, informative content that they can trust.”
"I believe we'll see more marketers focusing on creating high-quality content to help their audience solve their problems. We'll also see more brands using content to build trust and establish themselves as thought leaders in their industry."
What do you think about these predictions? Do you agree with them?
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