4 Need to Know Media Trends for 2022

4 Need to Know Media Trends for 2022

Every spring, businesses across virtually every industry are on the lookout for the “next big thing” that will help them increase the efficacy of their digital marketing efforts. Thus far in 2022, four distinct trends have emerged and are poised to reshape the digital marketing sector by year’s end.

If you are looking to gain a competitive advantage over other businesses in your industry, then read on. Below, we explore these new developments and discuss how you can incorporate them into your 2022 strategy.

1.   Omnichannel Strategies Will Dominate Digital Advertising

As new social media platforms and advertising mechanisms continue to emerge, it will become increasingly important for businesses to leverage omnichannel marketing strategies. A singular outreach approach will not allow businesses to effectively generate leads and drive conversions. 

In order to meet organizational goals, companies must connect with their consumers where they are most active. This means conducting thorough market research and selectively advertising across specific channels. 

If your digital strategy has become one-dimensional, then it is high time to shake things up. By diversifying your marketing mix and leveraging additional advertising channels, you can shake off that staleness that is preventing you from meeting your sales goals.   

2.   Content Development Will Be Audience Focused

For several years, marketers developed content that was channel-specific. While future marketing materials will still need to be tailored to fit the channels that they will be deployed on, this should not be the primary factor that guides the content creation process. 

Instead, marketers should spend ample time researching their target audience and creating ideal customer profiles. They can utilize this information to direct content development processes in order to ensure that all materials are relevant to their consumer base. This will lead to an optimized consumer journey and help businesses to increase conversion rates. 

3.   An Increase in Programmatic Advertising May Cause Confusion 

According to Allied Market Research, the over-the-top (OTT) and connective television (CTV) market is projected to grow to $1,039 billion by the year 2027.

In case you are not familiar, OTT services include any entertainment content that is delivered directly to consumers via non-traditional methods, including streaming subscriptions. 

The rapid development of the OTT market has led to the rise of a new form of digital marketing, known as programmatic advertising

When used strategically, programmatic advertising can be a great way to connect with consumers while they stream content. However, the meteoric growth of the OTT sector has created a mad dash to grab a piece of the massive revenue share. As a result, new programmatic advertising options are constantly emerging. 

While it’s great to have options, having too many choices can make it confusing for businesses that are looking to expand their digital marketing footprint. That’s why it may be a good idea to partner with an experienced programmatic advertising firm. 

4.   Early Adopters Can Put Themselves Ahead of the Curve

Speaking of OTT and CTV advertising, those who adopt this emerging marketing method early on can propel themselves ahead of their competitors, as some companies hesitate to adopt a programmatic ad strategy, due in large part to the confusion mentioned above! 

There are many ways to incorporate programmatic advertising into your overall marketing strategy. Want a simple approach to get it done? Shift some resources away from traditional cable-based advertising and reallocate it to programmatic marketing.

Capitalize on These Trends with Services for Online Performance Marketing in Dallas

While there are many ways that your company can refine its marketing tactics in the coming year, the most effective is to partner with a digital strategy agency like Insights ABM. 

Our professionals provide a broad range of services, including online performance marketing in Dallas. In addition to partnering with Texas-based businesses, Insights ABM proudly serves organizations across the nation.

If you need a partner that has a reputation for producing measurable results, Insights ABM is here to help. Connect with our pros to schedule your no-obligation consultation so we can discuss the best ways to make your brand rise above the rest. 

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Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.