The digital phenomenon has inexorably changed how consumers interact with the world around them. Today, the world has truly encapsulated into a ball of globalization, with people gaining swift access to myriad services and products sitting within the comforts of their homes.
In 2022, it would not be wrong to surmise that digital marketing has taken over the reins of marketing parlance.
Digital ad spend to surge
Prevailing trends suggest that digital marketing is transforming the way consumers receive and interact with ads. According to eMarketer’s Worldwide Digital Ad Spending Year-End Update, digital advertising spending will touch the $441.12 billion mark in 2022.
In addition, eMarketer predicts that PPC ad spending will reach over $258 billion in 2022.
According to the Content Marketing Institute, in 2020, 75% of marketers enhanced their company’s credibility with digital marketing techniques.
While some aspects, such as developing useful, reliable content for your audience, is still relevant, there are a few things you need to ponder over as you plan for the future of your brand.
The mobile-focused trend of advertising
As digital marketers heighten their marketing efforts, the focus will shift towards mobile marketing. Today, there are many more consumers using smartphones than those who are using desktops.
These consumers have acclimatized to accessing products and services on the go and on-demand. As a result, online marketers are astutely shifting their focus from desktop ads to mobile ads.
According to Statista, in 2021, businesses spend 18.5% of their marketing budget on mobile marketing efforts.
As per App Annie, 2021, Mobile commerce or m-commerce increased by more than 30% worldwide throughout 2020.
While digital ads on desktop browsers will reduce in 2022, mobile advertising spending, on the other hand, will go over $440 billion.
All these numbers indicate that mobile marketing is still growing and evolving. Just keep looking for new trends, so that you remain ready to hit the ground running.
Programmatic advertising will be at the helm
As mobile advertising has surged, so has programmatic advertising. Nearly 67 percent of all mobile ads will be bought by e Marketers programmatically. The credit for programmatic ads goes to Google and Facebook as their ad products are intrinsically programmatic.
Real-time bidding is an awesome technique choice when it comes to programmatic ads. It is increasingly changing the way digital advertising platforms work. According to Statista, programmatic advertising total sales were worth $106 billion in 2019, they reached $129 billion in 2020 and grew to $155 billion in 2021.
eMarketer has predicted that the digital display ad spending through programmatic will comprise 90 percent of total ads in 2022. The statistics show a 29% boost in utilizing programmatic ads since 2020, and that too only in the US market.
Personalized, cross-channel marketing is leading the way
While digital marketers are focusing on programmatic advertisements, it is important to realize that these ads are not just for mobile users. They focus on ads across different platforms lime desktops, mobile web, and mobile apps.
This has made it imperative that marketers look to engage with prospective customers across several channels and offer them personalized ads rather than treating customers as anonymous individuals.
According to Forbes, 80% of shoppers purchase just to experience the personalized experience? And almost 60% of customers become repeat customers if offered a great shopping experience.
These are some of the key reasons why you need to adhere to personalized marketing in 2022. Customers are 40% more likely to view personalized items depending upon the information they have shared with a brand.
This customized advertising has resulted in digital marketers tailoring their ads to their CRM-based data and leveraging the customization features of various digital platforms, like Google, Twitter, and Facebook. Hence, prospects get to see the ads that they are interested in and not merely random advertisements. This helps marketers in overcoming the hurdle of ad blocking, which has become the norm.
Digital marketing in the Indian Context
The current Indian government has given digital marketing a shot in the arm with its Digital India Programme. With more urban and suburban users using mobile phones to search for products and services, small, medium, and large businesses are turning to the digital world to engage users and capture a larger chunk of the market share.
In India, digital ads are not viewed as a replacement for TV, radio, or print ads. Rather, they are seen as a different advertising channel that allows marketers to focus on a segment that they would otherwise not focus upon. With users in India creating web-based profiles, marketers have access to more data and this is allowing them to customize their digital ads and laser target their audience.
Mobile apps, mobile ads, and web-based ads have become the norm, even in India and this, in turn, has given this nascent industry a foothold. According to Statista, India has 749 million mobile Internet users in 2020 and 346 million active Facebook users. This vast number implies that corporations and businesses can no longer ignore the relevance of digital marketing.
As more organizations and businesses turn to digital marketing, there is a burgeoning demand for skilled digital marketing professionals. To overcome the gap between talent and demand, we at Internet Marketing School, have created specialized digital marketing courses that go beyond the mundane and actually help students become empowered digital marketing specialists. These intuitive courses help students master the different nuances of digital marketing to help their respective companies accomplish their digital marketing goals or initiate result-oriented digital marketing endeavours.