{"id":137188,"date":"2021-12-14T11:00:00","date_gmt":"2021-12-14T16:00:00","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=137188"},"modified":"2024-10-04T10:10:16","modified_gmt":"2024-10-04T15:10:16","slug":"digital-marketing-trends","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/digital-marketing-trends\/","title":{"rendered":"8 Digital Marketing Trends That Will Continue in&nbsp;2022"},"content":{"rendered":"\n<div class=\"intro-txt\">Marketing is changing faster than ever. Those of you who aim to become T-shaped marketers or who manage entire marketing departments know it best. Chasing after the latest marketing fads may provide some short-term results, but marketing strategies can\u2019t rely on&nbsp;that.<\/div>\n\n\n\n<p>For long-term marketing planning, you need strong foundations: strategies and tactics that have shown good results in the past and are likely to do so in the future. After all, marketing activities thrive on iterations. And the more time you put into something, the better you become at&nbsp;it.<\/p>\n\n\n\n<p>That\u2019s why in this collection of digital marketing trends, we\u2019ve focused on eight trends that aren\u2019t just industry fads but general directions that marketing is heading toward in 2022 and beyond.<\/p>\n\n\n\n<p>In this article, we\u2019ll talk about the following:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"#search-intent\">Search intent is&nbsp;king<\/a><\/li>\n<li><a href=\"#wom\">Word of mouth is still a&nbsp;trend<\/a><\/li>\n<li><a href=\"#privacy-factors\">Privacy factors will impact digital advertising<\/a><\/li>\n<li><a href=\"#omnichannel-marketing\">Omnichannel marketing is a&nbsp;must<\/a><\/li>\n<li><a href=\"#video-marketing\">Video is an essential marketing channel<\/a><\/li>\n<li><a href=\"#data-marketing\">Data changed marketing for&nbsp;good<\/a><\/li>\n<li><a href=\"#frictionless-experience\">Frictionless experience is ideal for customers<\/a><\/li>\n<li><a href=\"#remote-working\">Remote work is here to&nbsp;stay<\/a><\/li>\n<\/ol>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Search intent is king\" data-section=\"search-intent\">\n\n\n\n<h2 class=\"wp-block-heading\">1. Search intent is&nbsp;king<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">Search intent<\/a> refers to the reason behind a search. Google tries to understand the meaning of our search queries and the category of information we\u2019re trying to&nbsp;find.<\/p>\n\n\n\n<p>For example, Google ranks guides the highest for an informational intent query like \u201chow to tune a guitar.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137509\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/1-search-intent.jpg\" alt=\"Informational search intent\" width=\"1049\" height=\"1193\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/1-search-intent.jpg 1049w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/1-search-intent-374x425.jpg 374w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/1-search-intent-768x873.jpg 768w\" sizes=\"auto, (max-width: 1049px) 100vw, 1049px\"><\/p>\n\n\n\n\n\n<p>On the other hand, for a transactional query like \u201camazon,\u201d Google knows a user is trying to navigate to the ecommerce website most relevant to their location (as opposed to finding information about the Amazon river).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137510\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/2-transactional-query.png\" alt=\"Navigational search intent\" width=\"1055\" height=\"891\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/2-transactional-query.png 1055w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/2-transactional-query-503x425.png 503w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/2-transactional-query-768x649.png 768w\" sizes=\"auto, (max-width: 1055px) 100vw, 1055px\"><\/p>\n\n\n\n\n\n<p>Google believes in optimizing for humans, not algorithms. In fact, some of Google\u2019s sophisticated machine learning algorithms like <a href=\"https:\/\/blog.google\/products\/search\/search-language-understanding-bert\/\">BERT<\/a> or <a href=\"https:\/\/www.blog.google\/products\/search\/introducing-MUM\/\">MUM<\/a> are introduced to make the search engine \u201cmore human.\u201d That is, the search engine should understand information as well as humans.<\/p>\n\n\n\n<p>There are many recognized <a href=\"https:\/\/ahrefs.com\/blog\/seo-trends\/\">trends in SEO<\/a>, but search intent is and will probably remain king. After all, it\u2019s the core of Google\u2019s business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What to do about&nbsp;it<\/h3>\n\n\n\n<p>Design and optimize content with search intent in mind. This comes down to looking at the search result pages for a particular query and identifying the three Cs of search intent:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Content type<\/strong> \u2013 What is the overall type of content? Is it a blog post, product page, or video? For instance, this very article is a blog&nbsp;post.<\/li>\n<li><strong>Content format<\/strong> \u2013 Some common formats include how-to guides, list posts, reviews, comparisons, etc. The article you\u2019re reading right now is a list&nbsp;post.<\/li>\n<li><strong>Content angle <\/strong>\u2013 The unique selling point of the content piece. For example, \u201cbest,\u201d \u201ccheapest,\u201d and \u201cfreshness.\u201d Can you guess what the angle of this article is?<\/li>\n<\/ul>\n\n\n\n<p>Once you identify the three Cs of search intent, you should have a pretty good idea of what type of content Google \u201crecommends\u201d to its users for particular search queries.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong> <em><a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">What is Search Intent? A Complete Guide for Beginners<\/a><\/em><\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Word of mouth is still a trend\" data-section=\"wom\">\n\n\n\n<h2 class=\"wp-block-heading\">2. Word of mouth. Yes, this is still a&nbsp;trend<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Word of mouth (WOM) is the \u201cinvisible force\u201d behind many brands\u2019 successes and the unsung hero of converting prospects to customers. Here\u2019s some data to illustrate my&nbsp;point:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>83% of respondents from 60 countries trust recommendations from friends and family, and 66% trust online recommendations (<a href=\"https:\/\/www.nielsen.com\/wp-content\/uploads\/sites\/3\/2019\/04\/global-trust-in-advertising-report-sept-2015-1.pdf\">Nielsen<\/a>).<\/li>\n<li>74% of purchasers (auto, beauty, and smartphone categories) identify word of mouth as the main point of influence for purchasing decisions (<a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-gb\/marketing-strategies\/video\/when-the-path-to-purchase-becomes-the-path-to-purpose\/\">Google, TNS, &amp; Ogilvy<\/a>).<\/li>\n<\/ul>\n\n\n\n<p>At Ahrefs, we find that to be true and recently ranked word of mouth as one of the <a href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/#8-word-of-mouth\">top three customer acquisition <\/a><a href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/#8-word-of-mouth\">channels<\/a>.<\/p>\n\n\n\n<p>Thanks to online media, that \u201cinvisible force\u201d of WOM\u2014otherwise harder to notice and measure\u2014has become quite tangible. We can witness it in the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Social media<\/strong> \u2013 WOM is seen in both conversations and sharing of content.<\/li>\n<li><strong>User-generated content about brands and their products<\/strong> \u2013 Customer reviews, unboxings, or fan pictures posted on Instagram are great examples.<\/li>\n<li><strong>The proliferation of <a href=\"https:\/\/ahrefs.com\/blog\/influencer-marketing\/\">influencer marketing<\/a><\/strong> \u2013 While influencer marketing is a marketing type of its own, the fact that\u2019s been working so well is based on the same mechanics as WOM: People trust other people more than brands.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">What to do about&nbsp;it<\/h3>\n\n\n\n<p>First, create a great product or service. Without one, you won\u2019t go far. You should have something that exceeds expectations. Make it change the users\u2019 lives for the better.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137513\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/3-word-of-mouth.png\" alt=\"Word-of-mouth marketing\" width=\"1072\" height=\"672\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/3-word-of-mouth.png 1072w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/3-word-of-mouth-678x425.png 678w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/3-word-of-mouth-768x481.png 768w\" sizes=\"auto, (max-width: 1072px) 100vw, 1072px\"><\/p>\n\n\n\n\n\n<p>If people truly like your product, they will start expressing it. You can potentially affect the velocity and scale of that process through some marketing tactics, such&nbsp;as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Encouraging users to share pictures or short videos of your product under a specified hashtag.<\/li>\n<li>Creating content that appeals to the reasons <a href=\"https:\/\/www.meltwater.com\/en\/blog\/research-reveals-secrets-of-social-sharing?redirect-path=%2Fblog%2Fresearch-reveals-secrets-of-social-sharing\">why people share on social media<\/a>.<\/li>\n<li>Sharing positive testimonials about your business (but don\u2019t&nbsp;brag).<\/li>\n<li>Sharing your product reviews.<\/li>\n<li>Engaging in conversations. Or even starting them. Caution: This can be scary. You have very little (if any) control over such situations, but courage and transparency go a long way in the marketing world. Plus, you can learn a great deal from the feedback you\u2019ll receive.<\/li>\n<\/ul>\n\n\n\n<div id=\"attachment_137514\" style=\"width: 1142px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-137514\" class=\"wp-image-137514 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/4-tim-soulo-product-feedback.png\" alt=\"Tim Soulo word-of-mouth marketing\" width=\"1132\" height=\"1032\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/4-tim-soulo-product-feedback.png 1132w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/4-tim-soulo-product-feedback-466x425.png 466w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/4-tim-soulo-product-feedback-768x700.png 768w\" sizes=\"auto, (max-width: 1132px) 100vw, 1132px\"><p id=\"caption-attachment-137514\" class=\"wp-caption-text\">Every two years on the same day, our CMO asks the good people of Reddit the same question, \u201cDo you like what we&nbsp;do?\u201d<\/p><\/div>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.meltwater.com\/en\/blog\/research-reveals-secrets-of-social-sharing?redirect-path=%2Fblog%2Fresearch-reveals-secrets-of-social-sharing\">Research Reveals Secrets of Social Sharing<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/influencer-marketing\/\">Influencer Marketing in 2021: Definition, Examples, and Tactics<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Privacy factors will impact the performance of digital advertising\" data-section=\"privacy-factors\">\n\n\n\n<h2 class=\"wp-block-heading\">3. Privacy factors will impact the performance of digital advertising<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Fact 1. Safari and Firefox browsers already block third-party cookies by default. In case you\u2019re wondering, third-party cookies are small text files set by a website other than the one you are visiting, mostly used to track users between websites (and show retargeting ads, for example).<\/p>\n\n\n\n<p>Fact 2. Google planned to stop supporting <a href=\"https:\/\/blog.chromium.org\/2020\/01\/building-more-private-web-path-towards.html\">third-party cookies in Chrome by 2022<\/a>. Then <a href=\"https:\/\/www.theverge.com\/2021\/6\/24\/22547339\/google-chrome-cookiepocalypse-delayed-2023\">delayed it<\/a> until&nbsp;2023.<\/p>\n\n\n\n<p>Fact 3. Starting from iOS 14, Apple began requiring a voluntary opt-in for the Identification for Advertisers (IDFA) from its users. Translation: Companies, such as Facebook, won\u2019t \u201ctrack you across apps and websites\u201d unless you explicitly give them permission.<\/p>\n<div id=\"attachment_137515\" style=\"width: 970px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-137515\" class=\"size-full wp-image-137515\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/5-privacy-factors-digital-advertising.jpg\" alt=\"App privacy notification on iOS\" width=\"960\" height=\"917\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/5-privacy-factors-digital-advertising.jpg 960w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/5-privacy-factors-digital-advertising-445x425.jpg 445w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/5-privacy-factors-digital-advertising-768x734.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\"><p id=\"caption-attachment-137515\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/appleinsider.com\/articles\/20\/06\/24\/apple-makes-idfa-opt-in-on-app-by-app-basis-in-ios-14\">Apple Insider<\/a><\/p><\/div>\n\n\n\n\n\n<p>If that\u2019s not enough:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>42.7% of internet users worldwide use ad blockers (<a href=\"https:\/\/www.hootsuite.com\/pages\/digital-trends-2021\">Hootsuite<\/a>).<\/li>\n<li>Half of Americans have decided not to use a product or service because of privacy concerns (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2020\/04\/14\/half-of-americans-have-decided-not-to-use-a-product-or-service-because-of-privacy-concerns\/\">Pew Research<\/a>).<\/li>\n<li>There is a proliferation of products built with security and privacy in mind, designed to \u201crescue\u201d you from the data-harvesting monopolies. Examples: DuckDuckGo, Brave, Signal, ProtonMail, and Blockchain smartphones.<\/li>\n<\/ul>\n\n\n\n<p>All this information paints a rather clear picture. Internet users will, theoretically, have more privacy when browsing the web. As a result, marketers will have fewer data points about potential customers, maybe even fewer advertising options, and more headaches when it comes to assigning ad attribution.<\/p>\n\n\n\n<p>Most marketers already anticipate the moves made by Google and Apple will have a significant impact:<\/p>\n<div id=\"attachment_137516\" style=\"width: 655px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-137516\" class=\"size-full wp-image-137516\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/6-privacy-trends.png\" alt=\"How privacy moves by Apple and Google will affect the advertising industry\" width=\"645\" height=\"179\"><p id=\"caption-attachment-137516\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/www.epsilon.com\/hubfs\/3PC_Deprecation_Research_Exec_Summary_23Oct2020.pdf?hsCtaTracking=6eda0e9d-6c8d-4c52-922f-1e396ac75978%7C8c887de0-50d4-40c9-9ebe-93d1c26e8d29\">Epsilon<\/a>.<\/p><\/div>\n\n\n\n\n\n<h3 class=\"wp-block-heading\">What to do about&nbsp;it<\/h3>\n\n\n\n<p>Digital advertising won\u2019t go away because of the \u201ccookie apocalypse.\u201d Here\u2019s why:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Let\u2019s not forget that Google relies mostly on ad revenue. In fact, it is already working on a new browser-based tracking standard called <a href=\"https:\/\/cxl.com\/blog\/floc-dovekey\/\">Federated Learning of Cohorts<\/a> (FLoC). So if we take <a href=\"https:\/\/help.adroll.com\/hc\/en-us\/articles\/360040467771-NextRoll-s-stance-on-Google-s-decision-to-remove-3rd-party-cookies-from-Chrome\">Adroll\u2019s advice<\/a> (one of the biggest companies in the adtech business), until that happens, it\u2019s business as&nbsp;usual.<\/li>\n<li>Big publishers are steering away from third-party ad solutions in favor of their own data aggregation and ad selling, e.g., <a href=\"https:\/\/www.businessinsider.com\/saga-audience-data-platform-insider-inc-launch-2020-2?IR=T\">Insider\u2019s SAGA platform<\/a>.<\/li>\n<li>We may even see wide adoption of <a href=\"https:\/\/www.thetradedesk.com\/us\/about-us\/industry-initiatives\/unified-id-solution-2-0\">Unified ID 2.0<\/a> (developed by The Trade Desk and the IAB Tech Lab), which appears to resemble third-party cookies.<\/li>\n<li>While Facebook took a blow after undermining the IDFA, Apple\u2019s own ad solutions <a href=\"https:\/\/twitter.com\/patrickmcgee_\/status\/1449608262492459011?s=21\">suddenly became more attractive<\/a>. Looks like one man\u2019s loss is another man\u2019s&nbsp;gain.<\/li>\n<\/ul>\n\n\n\n<p>So it seems brands that want to use <a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">online advertising<\/a> after 2023 will still have plenty of options. The only hurdle here is that they will have to adapt to the new standards and different forms of advertising (like buying ads directly from publishers).<\/p>\n\n\n\n<p>However, some brands are already impacted by privacy factors, seen in declining ad clicks and lower returns on ad spend on Facebook.<\/p>\n\n\n\n<p>Others, acting like smart investors, are already taking measures to diversify their marketing channels. Privacy measures or not, it\u2019s a good idea to invest in omnichannel marketing, as we\u2019ll see in the next section.<\/p>\n\n\n\n<p>So what are the alternatives here? If you want to learn how you can grow by taking advantage of other marketing channels and minimum paid traffic, read our article below.<\/p>\n<p><strong>Recommended reading:<\/strong><em> <a href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/\">8 Effective Marketing Channels in 2021 (And How We Use&nbsp;Them)<\/a><\/em><\/p>\n<p>\n\n<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Omnichannel marketing is a must\" data-section=\"omnichannel-marketing\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\">4. Omnichannel marketing is a&nbsp;must<\/h2>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>Omnichannel marketing is about giving customers or prospects access to your products, offers, and support services on all channels, platforms, and devices.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137512\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/7-omnichannel-marketing-in-nutshell.jpg\" alt=\"How omnichannel marketing works\" width=\"1199\" height=\"1600\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/7-omnichannel-marketing-in-nutshell.jpg 1199w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/7-omnichannel-marketing-in-nutshell-318x425.jpg 318w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/7-omnichannel-marketing-in-nutshell-768x1025.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/7-omnichannel-marketing-in-nutshell-1151x1536.jpg 1151w\" sizes=\"auto, (max-width: 1199px) 100vw, 1199px\"><\/p>\n<p>This trend can easily be observed in commerce. For example, IKEA allows you to order through an online store, a mobile app, a phone call, or a visit to a local&nbsp;store.<\/p>\n<p>\n\n\n\n<\/p>\n<p>\n\n<\/p>\n<p>What\u2019s more, IKEA offers every possible contact option, including a live chat with a chatbot.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137517\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/8-omnichannel-marketing-ikea.png\" alt=\"IKEA live chat\" width=\"1893\" height=\"1932\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/8-omnichannel-marketing-ikea.png 1893w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/8-omnichannel-marketing-ikea-416x425.png 416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/8-omnichannel-marketing-ikea-768x784.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/8-omnichannel-marketing-ikea-1505x1536.png 1505w\" sizes=\"auto, (max-width: 1893px) 100vw, 1893px\"><\/p>\n<p>\n\n\n\n<\/p>\n<p>But let\u2019s look at the larger picture:<\/p>\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li>The purchase rate of omnichannel campaigns is 287% higher than single-channel campaigns (<a href=\"https:\/\/www.omnisend.com\/resources\/reports\/omnichannel-marketing-automation-statistics-2020\/\">Omnisend<\/a>).<\/li>\n<li>Customers are channel-agnostic. They expect businesses to be available on any channel that\u2019s convenient for them (<a href=\"https:\/\/www.gartner.com\/en\/sales\/insights\/b2b-buying-journey#:~:text=Customers%20are%20largely%20channel-agnostic%20when%20seeking%20the%20information%20they%20need%20to%20get%20a%20job%20done.%C2%A0\">Gartner<\/a>).<\/li>\n<li>The more channels in your channel mix, the better. More channels mean more convenience for your customers. More prospects mean more ROI. At least, that\u2019s what we can learn from this analysis of <a href=\"https:\/\/reefdigital.com.au\/blog\/effective-marketing-advertising-campaigns\/#:~:text=If%20a%20brand%20uses%20more%20than%20one%20advertising%20channel%2C%20will%20this%20increase%20effectiveness%3F\">6,000 Effie-award-winning campaigns<\/a>.<\/li>\n<\/ul>\n<p>\n\n<\/p>\n<h3 class=\"wp-block-heading\">What to do about&nbsp;it<\/h3>\n<p>\n\n<\/p>\n<p>You can offer omnichannel experiences in three key&nbsp;areas.<\/p>\n<p>\n\n<\/p>\n<p><strong>The first one is the product (or service)<\/strong>. For example, <a href=\"https:\/\/ahrefs.com\/\">Ahrefs<\/a> is primarily a SaaS platform, but we also extend some of the product features to plugins, such as our <a href=\"https:\/\/ahrefs.com\/seo-toolbar\">SEO Toolbar<\/a> for Chrome and Firefox and our <a href=\"https:\/\/ahrefs.com\/wordpress-seo-plugin\">free SEO WordPress plugin<\/a>. This way, we can provide data contextually and make things more convenient for our&nbsp;users.<\/p>\n<div id=\"attachment_137511\" style=\"width: 1711px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-137511\" class=\"size-full wp-image-137511\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/9-ahrefs-seo-toolbar.png\" alt=\"Domain and page stats via Ahrefs' SEO toolbar\" width=\"1701\" height=\"1078\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/9-ahrefs-seo-toolbar.png 1701w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/9-ahrefs-seo-toolbar-671x425.png 671w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/9-ahrefs-seo-toolbar-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/9-ahrefs-seo-toolbar-768x487.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/9-ahrefs-seo-toolbar-1536x973.png 1536w\" sizes=\"auto, (max-width: 1701px) 100vw, 1701px\"><p id=\"caption-attachment-137511\" class=\"wp-caption-text\">Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/seo-toolbar\">SEO Toolbar<\/a> allows you to see SEO-related data directly on search engine results pages.<\/p><\/div>\n<div id=\"attachment_137518\" style=\"width: 962px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-137518\" class=\"size-full wp-image-137518\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/10-content-audit-seo-toolbar.jpg\" alt=\"Ahrefs\u2019 WordPress plugin performs automatic content audits combining data from Google Analytics and Ahrefs.\" width=\"952\" height=\"515\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/10-content-audit-seo-toolbar.jpg 952w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/10-content-audit-seo-toolbar-680x368.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/10-content-audit-seo-toolbar-768x415.jpg 768w\" sizes=\"auto, (max-width: 952px) 100vw, 952px\"><p id=\"caption-attachment-137518\" class=\"wp-caption-text\">Ahrefs\u2019 WordPress plugin performs automatic content audits combining data from Google Analytics and Ahrefs.<\/p><\/div>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<p><strong>The second area is<\/strong> <strong>customer support<\/strong>. Think about expanding the channels that can be used to reach your business. Don\u2019t blame customers for using the \u201cwrong\u201d support channels. Instead, be prepared for any questions on all channels.<\/p>\n<p>\n\n<\/p>\n<p>Conversational marketing solutions, such as live chats, are something more and more companies invest in. If you look at the data, it makes perfect sense:<\/p>\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li>82% of consumers expect an immediate response to sales or marketing questions (<a href=\"https:\/\/www.google.com\/url?q=https:\/\/blog.hubspot.com\/sales\/live-chat-go-to-market-flaw&amp;sa=D&amp;source=docs&amp;ust=1637807461096000&amp;usg=AOvVaw1OZnDnWc9QA36ld_n8exBQ\">Hubspot<\/a>).<\/li>\n<li>79% of companies say that live chat has had positive results for customer loyalty, sales, and revenue (<a href=\"https:\/\/kayako.com\/live-chat-software\/statistics\/\">Kayako<\/a>).<\/li>\n<li>Conversations inside Facebook Messenger between companies and customers have a 30% higher conversion rate than retargeting ads (<a href=\"https:\/\/www.businessinsider.com\/facebook-messenger-advertising-open-mobile-web-2017-7?IR=T\">Facebook<\/a>).<\/li>\n<\/ul>\n<p>\n\n<\/p>\n<p><strong>The third area is promotion<\/strong>. Like the aforementioned Effie study has proven, the more channels, the better.<\/p>\n<p>\n\n<\/p>\n<p>For example, we promote <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a> through many channels: Twitter, YouTube, Google Ads, various kinds of sponsorships, and more. We also try new ones whenever possible. (Recently, we have used Brave Ads and Quora Ads). <a href=\"https:\/\/www.youtube.com\/watch?v=6P_VT4glcrc\">Here\u2019s an example of a video ad<\/a>.<\/p>\n<p>\n\n<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Video has proven to be an essential marketing channel\" data-section=\"video-marketing\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\">5. Video has proven to be an essential marketing channel<\/h2>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>Wherever you look, you can see the same pattern:<\/p>\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li>79% of people say they\u2019ve been convinced to buy or download a piece of software or app after watching a video (<a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics\/\">Wyzowl<\/a>).<\/li>\n<li>YouTube is the second-most visited website in the U.S. by organic traffic (<a href=\"https:\/\/ahrefs.com\/websites\" data-ahr=\"https:\/\/ahrefs.com\/blog\/most-visited-websites\/\">Ahrefs<\/a>).<\/li>\n<li>91% of marketers feel the pandemic has made video more important for brands (<a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics\/\">Wyzowl<\/a>).<\/li>\n<li>Video is the primary form of marketing media being created in 2021, followed by blogs (used by more than half of marketing teams), and infographics (<a href=\"https:\/\/www.hubspot.com\/hubfs\/State-of-Marketing%20(2).pdf\">Hubspot<\/a>).<\/li>\n<\/ul>\n<p>\n\n<\/p>\n<p>Video proves to be great for users and businesses. It\u2019s really hard to find a sound reason not to invest in video marketing. This is especially if your product is better shown in video than explained in written content.<\/p>\n<p>\n\n<\/p>\n<h3 class=\"wp-block-heading\">What to do about&nbsp;it<\/h3>\n<p>\n\n<\/p>\n<p>If you\u2019re at the beginning of your video marketing journey, the video below explains how to set up for success in this type of marketing even if you lack professional equipment, proficiency in English, or experience in front of the camera.<\/p>\n<p>\n\n<\/p>\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-qcgdihvfkcm\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-qcgdihvfkcm\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/QCgDIhvFkCM?list=PLvJ_dXFSpd2tsn8vwEmhFM0McBH4PhEty&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/QCgDIhvFkCM?list=PLvJ_dXFSpd2tsn8vwEmhFM0McBH4PhEty&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n<p>\n\n<\/p>\n<p>Need more? Make sure to check out our <a href=\"https:\/\/www.youtube.com\/playlist?list=PLvJ_dXFSpd2tsn8vwEmhFM0McBH4PhEty\">playlist on the subject<\/a>. We\u2019ll show you how to make the best of YouTube Ads and do video SEO and YouTube SEO to send consistent, free traffic to your videos.<\/p>\n<p>\n\n<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. Data changed marketing for good\" data-section=\"data-marketing\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\">6. Data changed marketing for&nbsp;good<\/h2>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>According to <a href=\"https:\/\/hbr.org\/2012\/10\/data-scientist-the-sexiest-job-of-the-21st-century\">Harvard Business Review<\/a>, data science is \u201cthe sexiest job of the 21st century.\u201d It also&nbsp;added:<\/p>\n<p>\n\n<\/p>\n<blockquote class=\"small\"><div class=\"quote-content\">If companies sit out this trend\u2019s early days for lack of talent, they risk falling behind as competitors and channel partners gain nearly unassailable advantages.&nbsp;<\/div><\/blockquote>\n<p>\n\n<\/p>\n<p>That article is from 2012. Some 10 years later, data scientist is #2 in Glassdoor\u2019s <a href=\"https:\/\/www.glassdoor.com\/List\/Best-Jobs-in-America-LST_KQ0,20.htm\">50 Best Jobs in America for 2021<\/a> report. And #1 is Java developer, with a comparable job satisfaction degree but about a $20k lower median base salary.<\/p>\n<p>\n\n<\/p>\n<p>The data science trend is so impactful that it has left its mark on marketing. This <a href=\"https:\/\/www.prophet.com\/pdf\/the-2020-state-of-digital-marketing\/\">study from Altimeter<\/a> says that from a set of 11 skills, data analysis is the most desired skill among digital marketers.<\/p>\n<div id=\"attachment_137519\" style=\"width: 1174px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-137519\" class=\"size-full wp-image-137519\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/11-marketing-desired-skills.png\" alt=\"Data analysis is the most desired marketing skill, according to a study from Altimeter\" width=\"1164\" height=\"1056\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/11-marketing-desired-skills.png 1164w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/11-marketing-desired-skills-468x425.png 468w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/11-marketing-desired-skills-768x697.png 768w\" sizes=\"auto, (max-width: 1164px) 100vw, 1164px\"><p id=\"caption-attachment-137519\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/www.prophet.com\/pdf\/the-2020-state-of-digital-marketing\/?theme=a1x&amp;?redirectedfrom=gatedpage\">Prophet<\/a>.<\/p><\/div>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<p>And when we look at some data analysis courses, we can see that they are already being customized for marketers:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137520\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/12-data-analysis-courses-for-marketers.png\" alt=\"Data analysis courses for marketers\" width=\"1125\" height=\"1164\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/12-data-analysis-courses-for-marketers.png 1125w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/12-data-analysis-courses-for-marketers-411x425.png 411w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/12-data-analysis-courses-for-marketers-768x795.png 768w\" sizes=\"auto, (max-width: 1125px) 100vw, 1125px\"><\/p>\n<p>\n\n\n\n<\/p>\n<p>The courses cover many aspects, from advanced spreadsheet skills to programming in Python and R. Just one look at these courses, and we can see complex marketing problems that data analysis can help solve: customer churn, multifaceted customer data, sentiment analysis, campaign performance, etc.<\/p>\n<p>\n\n<\/p>\n<h3 class=\"wp-block-heading\">What to do about&nbsp;it<\/h3>\n<p>\n\n<\/p>\n<p>Step 1 is to <strong>connect to quality data sources<\/strong>. There is a dedicated analytics tool for every marketing channel out&nbsp;there.<\/p>\n<p>\n\n<\/p>\n<p>For example, if you want to take advantage of organic search, you will need a premium SEO tool like Ahrefs. Such a tool is your ticket to the vast pool of global search demand and backlinks data.<\/p>\n<p>\n\n<\/p>\n<p>With the right SEO tools, you can also peep at your competitors\u2019 data and see where you can improve.<\/p>\n<div id=\"attachment_137521\" style=\"width: 1309px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-137521\" class=\"wp-image-137521 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/13-content-gap.png\" alt=\"Content Gap report results\" width=\"1299\" height=\"943\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/13-content-gap.png 1299w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/13-content-gap-585x425.png 585w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/13-content-gap-768x558.png 768w\" sizes=\"auto, (max-width: 1299px) 100vw, 1299px\"><p id=\"caption-attachment-137521\" class=\"wp-caption-text\">Among many features, Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/content-gap\">Content Gap tool<\/a> allows you to perform <a href=\"https:\/\/ahrefs.com\/blog\/content-gap-analysis\/\">content gap analysis<\/a> and see which keywords your competitors rank for but your website doesn\u2019t.<\/p><\/div>\n\n\n\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<p>The second step is <strong>learning data analysis skills<\/strong>.<\/p>\n<p>\n\n<\/p>\n<p>Basic skills include mastering relevant <a href=\"https:\/\/ahrefs.com\/blog\/google-sheets-formulas-seo\/\">spreadsheet formulas<\/a>, understanding statistics, and understanding how your data is collected. If you think you can benefit from more advanced skills, invest in learning SQL, Python, or&nbsp;R.<\/p>\n<p>\n\n<\/p>\n<p>That said, marketing analytics software can already perform a lot of data cleaning, analysis, and visualization for you. Particularly, the latest marketing automation technology has become quite remarkable.<\/p>\n<p>\n\n<\/p>\n<p>Solutions like Blueshift or Bloomreach can take all your customer data points, merge them into one database, and then allow you to design omnichannel communication workflows triggered based on customer characteristics, actions, and even AI predictions.<\/p>\n<p>\n\n<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-section=\"frictionless-experience\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\">7. Frictionless experience: a \u201cmake it or break it\u201d moment<\/h2>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>Can you point to a moment in time when buying something online was as easy, fast, and essentially frictionless as it is&nbsp;today?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137522\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/14-frictionless-experience-amazon.jpg\" alt=\"Example of a frictionless experience on Amazon\" width=\"1861\" height=\"754\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/14-frictionless-experience-amazon.jpg 1861w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/14-frictionless-experience-amazon-680x276.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/14-frictionless-experience-amazon-768x311.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/14-frictionless-experience-amazon-1536x622.jpg 1536w\" sizes=\"auto, (max-width: 1861px) 100vw, 1861px\"><\/p>\n<p>\n\n\n\n<\/p>\n<p>It\u2019s obvious: <a href=\"https:\/\/hbr.org\/2012\/05\/to-keep-your-customers-keep-it-simple\">Customers are more likely to make a purchase<\/a> when companies make it easy for&nbsp;them.<\/p>\n<p>\n\n<\/p>\n<p>Let\u2019s look at some more examples:<\/p>\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li>These days, you can buy new and used cars 100% online.<\/li>\n<li>E-grocery companies declare deliveries to be as fast as 15 minutes.<\/li>\n<li>Investing in the stock market is a breeze nowadays with apps like Robinhood or&nbsp;eToro.<\/li>\n<li>Klarna, whose tagline is \u201cthe shortcut to shopping,\u201d allows you to buy something online even if you don\u2019t have the money at that moment.<\/li>\n<li>Last but not least, think how disappointed you would be A.D. 2022 if a SaaS product didn\u2019t have a free trial or some form of \u201cfree\u201d element to&nbsp;it.<\/li>\n<\/ul>\n<p>\n\n<\/p>\n<h3 class=\"wp-block-heading\">What to do about&nbsp;it<\/h3>\n<p>\n\n<\/p>\n<p>Decrease friction for any form of conversion action that you want the user to take. Be it signing up for a newsletter, signing up for a trial, or even making a purchase. As you can see above, businesses can make more money when they make the money flow easier.<\/p>\n<p>\n\n<\/p>\n<p>But before you do, take a moment to think about whether you may need some kind of \u201cfriction.\u201d Here are a few examples:<\/p>\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li>Friction from a <strong>lead generation perspective<\/strong> \u2013 For instance, you may find that gated content results in more qualified leads with more data points available.<\/li>\n<li>Friction as a <strong>security measure<\/strong> \u2013 For example, before I took that screenshot from Amazon, I needed to go through a two-step verification process to log in to my account.<\/li>\n<\/ul>\n<p>\n\n<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"8. Remote work is here to stay\" data-section=\"remote-working\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\">8. Remote work is here to&nbsp;stay<\/h2>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>It\u2019s been two years into the pandemic, and we\u2019re all living in the \u201cnew normal.\u201d That said, it\u2019s reasonable to wonder if remote work should stay for&nbsp;good.<\/p>\n<p>\n\n<\/p>\n<p>Well, according to a couple of statistics on the recent global remote work phenomenon, it seems that the transition to home offices was mostly successful.<\/p>\n<div id=\"attachment_137523\" style=\"width: 665px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-137523\" class=\"size-full wp-image-137523\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/15-remote-work.png\" alt=\"Remote work statistics\" width=\"655\" height=\"288\"><p id=\"caption-attachment-137523\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/www.pwc.com\/us\/en\/library\/covid-19\/us-remote-work-survey.html\">PWC<\/a>.<\/p><\/div>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<p>What\u2019s more, remote work proved to have its upsides.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137524\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/16-remote-work-upsides.png\" alt=\"Remote work statistics\" width=\"852\" height=\"1039\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/16-remote-work-upsides.png 852w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/16-remote-work-upsides-349x425.png 349w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/16-remote-work-upsides-768x937.png 768w\" sizes=\"auto, (max-width: 852px) 100vw, 852px\"><\/p>\n<p>According to a <a href=\"https:\/\/www.gsb.stanford.edu\/faculty-research\/working-papers\/does-working-home-work-evidence-chinese-experiment\">Stanford study<\/a> of 16,000 workers over nine months, a work-from-home arrangement increases productivity by 13%. Reason: more convenient working environment, fewer breaks, and sick&nbsp;days.<\/p>\n<p><\/p>\n<p><\/p>\n<p>\n\n<\/p>\n<p>Here are a few more benefits:<\/p>\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li>Lower cost of employment<\/li>\n<li>Better mental health<\/li>\n<li>Access to better job options<\/li>\n<li>More employee loyalty<\/li>\n<li>Lower commuting costs (and more time saved on traveling)<\/li>\n<\/ul>\n<p>\n\n<\/p>\n<p>If you\u2019ve worked remotely, I\u2019m sure you have your own pros and&nbsp;cons.<\/p>\n<p>\n\n<\/p>\n<p>On the whole, though, employees are eager to continue working remotely or semi-remotely. According to <a href=\"https:\/\/www.flexjobs.com\/blog\/post\/workers-quit-employers-revoke-remote-work\/\">FlexJobs\u2019 10th Annual Survey<\/a> conducted between July and August 2021, an astounding 97% of workers desire some form of remote work\u2014be it fully remote or hybrid.<\/p>\n<p>\n\n<\/p>\n<p>And <a href=\"https:\/\/www.pwc.com\/us\/en\/library\/covid-19\/us-remote-work-survey.html\">according to another study<\/a>, over half of the employees want to work at least three days a week remotely.<\/p>\n<p>\n\n<\/p>\n<p>Thus, it appears that remote work is here to&nbsp;stay.<\/p>\n<p>\n\n<\/p>\n<h3 class=\"wp-block-heading\">What to do about&nbsp;it<\/h3>\n<p>\n\n<\/p>\n<p>The overall consensus seems to be that in order to adapt to this situation, companies will employ a hybrid model: Staff will spend some days in the office and some days at&nbsp;home.<\/p>\n<p>\n\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/16-remote-work-stats-1.png\" alt><\/p>\n<p>\n\n<\/p>\n<p>And another <a href=\"https:\/\/www.hrdive.com\/news\/most-us-employers-with-flexible-work-plans-choose-hybrid-work-mercer-says\/603304\/\">study by Mercer<\/a> confirms this sentiment: 70% of companies say they are planning to adopt the hybrid model.<\/p>\n<p>\n\n<\/p>\n<p>In the above statistics, marketers are no exception. Who knows? Maybe marketers are even more likely to adopt the remote model. After all, we don\u2019t often experience client-facing situations. And even if we do, those can be handled online. Also, I guess most of the tools we use for work are cloud-based.<\/p>\n<p>\n\n<\/p>\n<p>So, dear marketers, you will likely see yourselves working remotely or semi-remotely in the coming years. There is a lesson here for employers also: Don\u2019t be surprised if the people whom you work with expect some kind of remote work.<\/p>\n<p>\n\n<\/p>\n<p>To wrap things up, let me also share a few tips on how to make the most of remote work based on the research I\u2019ve seen so&nbsp;far:<\/p>\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Avoid the always-on mentality<\/strong> \u2013 This is advice both to employers and employees. Many people report that while working from home, they feel like they\u2019re constantly working. This eventually leads to lower productivity, lower satisfaction, and professional burnout.<\/li>\n<li><strong>Use the right tools<\/strong> \u2013 For example, here at Ahrefs, some of us are remote-only workers from all around the world, while some are based in the Singapore office (but work remotely from time to time). So our work model is hybrid in a way. But all of the tools we use are remote-work friendly. Our staff can log in wherever and whenever they&nbsp;need.<\/li>\n<li>Consider more in-office time for <strong>new hires and inexperienced workers<\/strong>. They may need the support and a taste of the company vibe.<\/li>\n<li>87% of employees say the <strong>office is important for collaborating with team members and building relationships <\/strong>(<a href=\"https:\/\/www.pwc.com\/us\/en\/library\/covid-19\/us-remote-work-survey.html\">PWC<\/a>). That\u2019s right\u2014<a href=\"https:\/\/www.cnbc.com\/2018\/11\/13\/why-work-friendships-are-critical-for-long-term-happiness.html\">having friends at work<\/a> is that important. We just have to get used to chatting with people over the internet rather than in person.<\/li>\n<\/ul>\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n<p>\n\n<\/p>\n<p>The future is always uncertain. Marketers can rarely afford the luxury to wait things out. So the only other option to cope with uncertainty is to start taking action. And hopefully, your path to success will become brighter as you&nbsp;go.<\/p>\n<p>\n\n<\/p>\n<p>I hope the above list of digital marketing trends provided some insight into a couple of smart moves you can make in marketing in the near future.<\/p>\n<p>\n\n<\/p>\n<p>If you have questions about marketing in 2022 or answers (even better), let me know <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a>.<\/p>\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>For long-term marketing planning, you need strong foundations: strategies and tactics that have shown good results in the past and are likely to do so in the future. After all, marketing activities thrive on iterations. And the more time you<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":137190,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[412],"class_list":["post-137188","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>8 Digital Marketing Trends That Will Continue in 2022<\/title>\n<meta name=\"description\" content=\"Here are eight trends that aren\u2019t just industry fads but general directions that marketing is heading toward in 2022 and beyond.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/digital-marketing-trends\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"8 Digital Marketing Trends That Will Continue in 2022\" \/>\n<meta property=\"og:description\" content=\"Plan for the future.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/digital-marketing-trends\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-14T16:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-04T15:10:16+00:00\" \/>\n<meta property=\"og:image\" 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