Everyone is doing digital marketing, especially after the pandemic. While worldwide digital ad spending achieved a modest 2.4% increase in 2021, it’s expected to shoot up 70% in 2022, according to eMarketer. US social media ad spend reached $43 billion in 2020. Now, I know that’s past now, but still, that was a 20% increase from 2019, according to eMarketer. The answer is, it’s going to be the most saturated environment ever in the history of digital marketing.
Look, I promise you one thing I’m going to present to you with the way you can differentiate yourself so that way you can succeed in 2022 and beyond. So here’s how. First off, if you think about content, there’s roughly 1 billion blogs. There’s over 1.8 billion websites.
That means there’s roughly one blog for every seven people. You’ve heard me say that before. Do we really need more content? No. Did you know for the term auto insurance in the United States, there’s less than 200,000 monthly searches, but yet over seven billion results!
That’s seven with a B. That’s not an M, B for billion. There’s not even seven billion people in the United States. There’s more pages in the United States in English for the term auto insurance indexed by Google than the whole population of the United States. Heck, it’s close to the population of the whole world.
That’s one page for every single person that needs auto insurance just if you take the US-based pages. What happens if you take all the global pages? Again, more content than the amount of people. So the issue you have is there’s too much content and you won’t do well if you create the same regurgitated content.
So how do you differentiate yourself with content? Use steps. Use data. Mix in your own story. Talk about your experiences. See, people want a fresh perspective.
If you don’t give them a fresh perspective, you’re not going to do well. You’re just going to be the same old stuff that everyone else is saying. And if you can’t create a fresh perspective, don’t write that content piece unless you have tons and tons of authority, which most people don’t. The second way to differentiate yourself, I want you to spend more time updating your content than writing new content.
I write one blog post a week. That’s it! One. That’s roughly four a month. Did you know my team spends more time writing content than me? They’re not writing new content and publishing blog posts.
That’s what I do. I enjoy that. You know what my team’s doing? They’re taking all my old articles from a year ago, two years ago, five years ago, and they’re updating it. They update over 100 articles a month.
So for every four articles I’m writing, they’re updating over 100 old articles. In essence, they’re spending 25 times more than me updating content than I am writing new content. As I mentioned, there’s more content than we need on this web, so if you update your content, you’re going to rank better because Google wants to keep ranking fresh content over stale content.
The third way to differentiate yourself, influencers. If you look at influencer marketing, it’s a rave, it’s a craze, it’s booming, it’s here to stay.
Michael Jordan, Nike shoes, great example of this. Nike. Jordan. Boom, you got a multi-billion dollar business. Kylie Jenner, Kylie Cosmetics, makeup industry.
Boom, you got a billion-plus dollar business. And I can keep going on and on how influencers have been used over time to help generate more sales for companies. Beats, Apple bought that company, Beats By Dre. Everyone knows Dr. Dre in the music industry.
They’re like, you know what, we trust his sound. We trust his beats. We trust the bass. I don’t know too much about music, so I don’t know if it’s beats or bass, but you get the point. And if you think about it, adding an influencer to a brand helps blows things up.
Tom Brady. FTX. You see Tom Brady in FTX commercials. You see LeBron James in Tonal commercials. You know, Tonal, the fitness machine where you have machine-based dumbbells or electric weights?
That’s the power of influencers. If you can combine influencers with your marketing, you’ll notice that your conversion rate goes up. If you don’t have a big budget for this, no worries.
Pick up your phone, sign up for Cameo, pay one of those influencers to say something about your business. And what I want you to do is then take that and use it for a testimonial. Use it to push your product, assuming they approve it, but most times they do and it’s dirt cheap.
Great way to boost your conversion rates. The fourth thing that I want you to focus on is adding in the upsells and downsells. Conversion optimization is one of the least sexiest topics out there. I don’t create too many videos about it because no one wants to watch them.
Our podcast, Marketing School, that I do with my cohost, every time we have a podcast on conversion rate optimization, one of the lowest-watched videos. But if you add in the upsells and downsells with the rising cost of marketing, not just ads, but it takes longer to get SEO results, more expensive to do content marketing, if you do upsells and downsells, you can generate more revenue from each conversion, optimizing your lifetime value, which makes things more profitable. And last, but not least, take an omnichannel approach. Used to be able to build a business from one channel, whether it’s SEO, Google ads, Facebook ads, so a lot of eCommerce sites these days, they just want to rely on Facebook ads. And then boom, Apple makes the iOS privacy change.
What happens? The eCommerce companies, whoa, whoa, our ads aren’t doing as well. Yeah, you shouldn’t have been relying on one channel. It doesn’t mean you shouldn’t use Facebook ads or Google ads or SEO, but you need to use them all. You may not be able to use them all from day one, but eventually you can take the omnichannel approach and go after most of the channels.
Some may not perform as well as others, it’s okay. Some may not drive as much volume as others, it’s okay. But if you take the omnichannel approach, you’ll do well in the long run and you won’t have to worry as much for algorithm updates.
So no matter where you are in your career, it’s not too late to start in digital marketing. And just like any other career, it takes time to learn and grow. I highly recommend Joining the Net Income Academy to change your business instantly.
What trends dominated the internet over the past year and are only gonna get hotter in 2022?
Can you guess what it is?
Now let’s count down the five biggest digital marketing trends to watch out for in 2022, starting with number five and ending with the biggest one of them all.
Number five, less SEO and more value. So in my opinion, this isn’t so much of a marketing trend as it is a marketing fact. Sorry, not sorry. Over the last couple of years, there was a lot of focus placed on the importance of SEO and webpage optimization.
Make sure you’re optimizing your website or you won’t get any attention and you won’t get any sales. Now don’t come at me SEO peeps, (chuckles) because I will be the first one to tell you that, yes, if you can optimize your website, sales pages and blog posts, for search engine traffic without sacrificing the value of your content and messaging, then that is amazing, you should absolutely be doing that. But here’s the real kicker and what smart marketers already know. SEO is not, and will never be more important than the value you deliver.
So if the content and messaging you’re delivering is valuable in and of itself, that is the number one always, always, always most important thing. And SEO and optimization are secondary. And this is even more true now than ever before, because here’s the thing, right? Those pesky algorithms we know and love to hate are getting smarter and they change all the damn time, which means it’s getting really hard to trick or hack the algorithm and search engines in your favor. So instead of racking your brain on what keyword density will land you on page one of Google, or playing a game of cat and mouse with the algorithm, focus instead on what really matters, your customers and the value they walk away with after visiting your website, right?
Google is prioritizing quality authority content above all else, so this is truly the most important SEO tip of them all and it is a marketing trend that will never go out of style.
Number four, influencer marketing and user-generated content. So influencer and content marketing have been growing steadily for years. So again, this isn’t new per se, but it’s a trend that’s continuing to grow on an astronomical scale.
According to the IPA, no, not the beer, but the Institute of Practitioners in Advertising, after the pandemic hit, the advertising industry saw about a 20% decline, whereas influencer and content marketing enjoyed a 46% increase. I mean, consider this for a second, right? Influencer marketing was only worth approximately $1.7 billion in 2017 only, (chuckles) but in 2021, influencer marketing racked in approximately $10.24 billion.
That rate of growth is insane and it is the proof you need that this stuff works, but why does it work so much better than traditional paid advertising? Well, for the simple fact that people trust people, way more than they trust advertisements run by big companies. It’s the good old fashioned word of mouth concept tailored for the 21st century of online connection.
So seeing an influencer or just any other human in general, using a real product in the real life and saying good things about it, is one of the best ways to showcase social proof for any brand or business today. So this year, listen up, take full advantage of influencer marketing and user-generated content anywhere and everywhere you can.
And don’t sweat it, your influencers don’t need to have a following of a 100K in order to be effective. Remember, that virtually any video testimonial you can get from a real life customer, works just as well. So consider asking some of your best customers or some of your clients’ best customers or previous students, for video reviews or testimonials. This is something I do a lot at the Posse and my students are happy to share their thoughts on video, or sometimes even create reels for my Instagram, like these ones here.
Another option is to invite your past customers to promote your product or service as an affiliate.
That way they feel incentivized to talk about and openly promote your products and services because they’ll get a little commission on the backend. The catch here though, is to remember that your affiliates and influencers need to be legit sources, you know, people who have actually taken your course or tried your product and loved it. People who are genuinely excited about promoting your product, will deliver the best results every single time.
Now on to trend number three on my list, LinkedIn is growing. Say what? I know, right? Maybe you already knew this, but LinkedIn has never really been one of the big guys when it comes to social media platforms, mostly because it’s geared towards a very specific market, professionals looking to connect with other professionals. But recently, LinkedIn has been seeing massive growth in it’s active users and platform engagement. Don’t believe me?
Just take a look at these stats. LinkedIn saw a 55% increase in conversations among connections in 2020. Content creation on LinkedIn increased 60% in 2020. And LinkedIn live streams increased by 437% in 2020. Even my very own LinkedIn newsletter, The Right Phrase Pays, saw amazing growth this past year, and I now have almost 75,000 subscribers.
That’s more than I have on my Instagram and Twitter combined. So with the rise of online freelancers combined with the new features LinkedIn has launched, this platform should absolutely be part of your marketing strategy in 2022.
Number two, online events and live video. Oh yeah, baby, making the list again this year, of course you knew I was gonna say this, is video.
This was actually my number one trend last year, and it makes the list again this year at number two and for damn good reason. Online events like webinars, masterclasses, and lives, are one of the most popular ways for people to connect with the brands and businesses they follow, no matter where in the world they are. Video and online events have been on the rise for years, and listen up, 2022 will be no exception. I know, I know this is probably a trend that will be hard for some of you to get behind, I mean, do we really have to put our faces on video to get ahead in this digital marketing age? Well, the data says, yes, you definitely should be showing your face in front of your audience if you wanna stay alive and thrive this year.
Video continues to be the most engaging form of online content. So in 2020, 96% of consumers increased their online video consumption.
Nine out of 10 viewers, that’s 90% of viewers, said they wanted to see more videos from brands and businesses. And it’s estimated that in 2022, the average person will spend 100 minutes per day watching video (chuckles). So copy might be queen and content might be king, but no matter which form of online marketing you’re conducting, video reigns supreme.
So now we’re moving on to the number one trend on my list. Can you guess what it is?
Number one is email, email, email. Remember that massive global server crash that happened back in October of 2021, that took down Facebook, Instagram, and WhatsApp, like for an entire day.
Yeah, for an entire day, businesses, brands, and marketers everywhere were completely disconnected from their online audiences and social followings.
Well, that server crash was a major eye-opener that many digital marketers needed. And that is this, you do not own your social audiences, which means that when a server crashes or worst case scenario, the platform just shuts down altogether, you lose all of those leads, all of those followers, all of those customers, all of those eyeballs, right? Yikes. But 2021 woke us up to the reality that email marketing is currently and always will be the single best way to market your brand or business, increase your revenue, and cash in on more conversions.
It is better than paid advertising. It is better than social media.
And it is better from organic traffic that you would get from SEO. But don’t just take my word for it.
Here are some stats to prove it. It is estimated that there are 4 billion active email users right now, and that number is projected to go up. Email marketing consistently delivers the highest ROI of all marketing channels, earning on average $42 for every dollar spent.
And if you don’t wanna do the math on that, that’s an ROI of 4200%. And according to MarketingSherpa, email is still the most preferred marketing channel that consumers want businesses to communicate with them through.
Yes, even for Millennials and Gen Zers, they prefer email to social media for brand to customer communication. And not only is email your consumer’s favorite way to communicate with you, but it should be your favorite too, because your list is yours, it belongs to you, it is an asset that you have in your business. So the number one marketing trend that you need to be paying attention to in 2022 and beyond is email marketing. You should be emailing your list on a regular and consistent basis. Now, if you wanna learn exactly how to write emails that sell, make sure to check out my email marketing program, Own The Inbox.
In it you’ll learn about the marketing psychology that gets people to open, click, and read your emails, along with my coveted Posse playbook of 12 emails that create authority, build anticipation, and turn sign-ups into sales. So that you can write an engaging, memorable, and high converting email marketing campaign in just five days. So you can find out more about that program in the description box below. And that is all I have for you today, the five marketing trends you need to watch out for in 2022.
Let’s get into it! Wearing your heart on your sleeve has never been more important as consumers increasingly want to interact with brands that share their values. From sustainability to social justice, this trend is all about communicating your commitment to making positive change. Just look at Patagonia, a brand that dedicates a section of its website to talk about the steps the company is taking to minimize its impact.
Blog posts, videos, and statistics clearly explain Patagonia’s programs and the progress they are making, while a series of bold statements in white type against a black background reassure customers that the brand is authentic and trustworthy. From LGBTQ+ rights to gender equality, support the causes you care about and introduce them into your brand DNA with the design tools and templates in our Envato Elements Activism Collection. From customizable, ready-to-print posters and flyers to Instagram posts and stories, it’s easy to start spreading the word about the things your business cares about in real life and on social media.
For more on brand activism, check out the Content For Good segment in our Social Media Trends video linked in the description. It’s packed with helpful hints to ensure your feed always attracts attention.
There’s a time and a place for competing colors and clashing typography, but this isn’t it. Upholding the less-is-more mantra, minimalism is all about white space, muted palettes, and organic design. And the trend is growing in popularity with brands who want their logo and imagery to convey just how their products and services will make consumers feel.
Nu offers a masterclass in visual language with its two-tone branding and packaging, taking inspiration from the makeup company’s two highlighter products. One feature rose tones, the other features yellow tones, so it makes sense that dusty pink and sandy white tones take center stage in all their marketing material.
By keeping their branding natural, clean and luminous, Nu tells the consumer everything they need to know about its products. Allow your next branding assignment or personal project to revel in white space and natural imagery by taking a look at this Minimalism Collection that’s been specially curated by the Envato Elements Team. From business cards and magazine templates to customizable PowerPoint and Keynote presentations, these uncluttered and uncomplicated designs demonstrate that minimalism can still have maximum impact. Are you tossing up between the simplicity of minimalism or something with a bit more ‘pow’? Our Minimalism vs Maximalism blog post can help you find the style right for your brand.
You’ll find a link in the description below. Let us know in the comments which you prefer. And to see how minimalism is making waves when it comes to web design, check out our Web Design Trends video. Expect the unexpected as we rip up the traditional graphic design rulebook. This trend has its roots in the Anti-Design movement of the late 1960s and 1970s, which was a reaction to what some saw as Modernism’s quest for perfection.
A style that’s been revived today through the combined use of images, illustration, and typography, we’re seeing more and more brands make a statement with colliding elements, striking colors and distorted shapes. Like Up Banking, which completely subverts the stereotype of a financial institute as grey and boring with its sunset-red debit cards. Scrolling through its website, users are treated to a sense of 80s nostalgia, with its tropical neons, retro-inspired gifs and memes, and effortlessly cool icons – which are so laid back they are wearing sunglasses. Inject a sense of playfulness into your next project with this collection of characters that come in various poses and postures.
With their overlapping elements and disproportionate dimensions, this flat illustration pack is inspired by the odd bodies trend, which once again confirms that quirky is often better than conventional.
Similarly, this social media kit from Envato author dirtylinestudio promises to introduce some creative chaos into your Instagram feed. Featuring wavy text, images with inverted colors, ripped paper and crinkly plastic textures, use these 18 Photoshop styles to come up with posts that channel your inner punk. From odd bodies to geo abstract, find out more about the quirky illustration trends that are popping up in creative projects around the world in our round-up video. You’ll find a link in the description below. The German art school that gave its name to this design movement only ran for 14 years in the early 20th-century but it’s still influencing creativity today.
Attempting to close the gap between art and industry, we see this trend manifesting itself in geometric shapes, strong lines, and sharp corners. Bauhaus is minimal and modern and has a functional feel – which made it perfect when online collaboration platform UKO was deciding on its logo and visual identity.
The platform connects teams and streamlines workflows, and this is communicated by a series of bold shapes and the fine lines that connect them, which has the overall effect of creating a colorful conveyor belt. Immediately, the static and animated illustrations show us that this company is all about organizing, sharing, and problem-solving. Bring Bauhaus into your branding work with any of the items from our collection linked below that features patterns, posters, and typefaces, all of which have been inspired by the movement and are ideal for creating a range of creative content.
Similarly, these Bauhaus business card templates featuring asymmetrical tiles are both edgy and eye-catching, making them ideal for personal or professional branding projects.
Whatever era you want to engage with, our Retro Design Trends video will take you there. Watch as we move from 60s-inspired Pop Art and psychedelic design to the simple shapes and freeform typography of the 70s and onto instantly recognizable’s influences like science fiction and Club Tropicana. It seems the darling of social media feeds and web design is here to stay, as we turn our attention to gradients. It might sound obvious, but the reason color variations are so popular is because they are so versatile – with so many creative applications.
We’re seeing gradients used as photo overlays to connect images to a brand’s color palette, as a way of adding extra visual interest to words and sentences, and as subtle or standout backgrounds to illustrations. Giving gradients a leading role is Lithuanian confectioner Laroché, which wraps its chocolate creations in vibrant packaging that aims to visualize the unique taste experience of flavors like ruby, caramel, and bittersweet. Add a modern splash of color to your social media feed with ambient sunrise and sunset-themed Instagram posts and stories. It’s never been easier to get content out the door with these Photoshop templates for inspirational quotes, product announcements, and meet the team profiles. For many designers, the past continues to be a rich source of inspiration and many are stepping back in time to add a fresh spin to much-loved symbols and instantly recognizable icons.
Take the branding for this Manila-based bakery, which shares a 70s free love vibe with its peace signs, heart-shaped glasses, and ‘flour power’ stickers.
We’re also seeing elements from our recent history-making an appearance with pop culture references popping up in films, TV shows, marketing materials, and social media feeds. From high-school soap operas to handmade mixtapes, this Instagram pack unashamedly taps into a 90s aesthetic with its geometric shapes and clashing colors. Channel a sense of nostalgia with our round-up of the 90s graphic design trends that are still having an impact on audiences everywhere. From the distressed textures of grunge to the psychedelic swirls associated with rave culture, this blog post offers an inspiring trip down memory lane.
Welcome audiences into your world, invite interaction, and build communities with this trend that’s shaping up to be an essential part of brand storytelling. Like this Stranger Things event taking place in San Francisco and New York. The event drops fans straight into the Hawkins Lab where they can “discover the secrets within the walls,” and is marketed with a slick microsite featuring illustrations inspired by the show and behind-the-scenes images of what to expect on the night.
Whether you are hosting an event or an experience online or in real life, a well-designed landing page can make all the difference when it comes to building anticipation and boosting ticket sales. While this clean, grabbing landing page was purpose-built to promote Apps, you can use the template to market your next event.
Simply choose the light or dark design and customize the images and smart code and you’re away! Words take on a life of their own with this bright and bold branding trend, which encourages designers and marketers to take a fun approach to sharing text. Who needs images anyway? Not when you have animated letters and shapeshifting sentences, like this kinetic typography that conveys a sense of meaning through movement. However, this bold and playful trend doesn’t have to be 3D or animated to have an impact, as this static sans serif font from Envato author simonok shows us.
Hunky Dory is a bold display typeface with a childlike touch; and its relaxed, happy-go-lucky appearance makes it perfect for logos, packaging, branding, and headlines that don’t want to take themselves too seriously.
For more typography trends, our round-up video introduces everything you need to know about retro, experimental and handwritten fonts – as well as a whole host of other lettering styles – and supplies the assets to help you achieve the text effect you are looking for. That does it for the branding trends you’ll be seeing this year. If this video was helpful, don’t forget to like it below so we know to keep producing more content like this. And subscribe to the Envato YouTube channel to stay up to date with our latest content!
As the worldwide pandemic increased its pace, digital transformation became a reality for organizations of all types. Most notably, eCommerce sales expanded, consumers spent significantly more time on social media, and video conferencing became commonplace. Marketers must remain on top of changing digital trends to quickly adapt to new technologies that can help them grow their business, create leads, enhance relationships with existing consumers, and gain a competitive advantage. So, in this video, I will inform you about the top 6 digital marketing trends you must focus on and where you should plan to spend your money in the next quarters to stay ahead of the pack. Before I proceed further, I would like you to subscribe to Propel Guru’s YouTube channel, like this video, and hit the bell icon so that you never miss an update from us.
The first trend to look for is An Increase In Video Marketing. According to recent research, by 2022, video is predicted to account for 82 % of all consumer internet traffic. The interactivity of video provides a fantastic chance for brands to engage with their audience while also shortening the communication gap between them and their following.
The second trend will be the increase in Personalized Email Marketing. The growth of personalization is the most significant change in email campaigns.
Consumers are more interested than ever in personalization. As a result, email marketing initiatives should be more tailored. Give your consumers enough information to appeal to their desires while also clearly stating your expectations. Engagement With Content Marketing will be the third trend that will be seen in 2021. Blog postings, emails, and case studies are the top three types of material employed by B2B marketers.
In 2021, SEO will be a top concern. Hence, you should improve your content to appear on the first pages of Google searches. Remember to generate content that meets your audience’s wants and assists them in resolving their issues. The fourth will be Surge In Influencer Marketing. Influencer marketing is a method of marketing that promotes brands, their products, services, and content through influential people on social networks.
The primary elements that predetermined the most important trends in influencer marketing for 2021 were COVID-19 and the rise of Gen Z. The fifth trend in the list is Shift To Non-Linear Customer Journey. With everything at their disposal, customers sometimes buy, sometimes check in on social media, sometimes buy right away, and sometimes wait a week to conclude. Hence, one can anticipate a decrease in the linear customer journey where they are taken through every touchpoint from awareness to decision. Last but not least digital marketing trend is Boost In Marketing Automation.
With the advancement of digital marketing technologies, it should come as no surprise that marketing automation will become an essential industry standard. This technology will advance further in 2021, allowing marketers to convert leads more effectively, provide targeted content, and track results. Businesses worldwide had a difficult time as the pandemic shattered marketing plans and expectations, leading to the downfall of some companies in the market. But is it all doom and gloom? What do you think?