2021 has gone by in a flash and we’re already starting to think about digital marketing strategies for 2022.
If you’re looking for online advertising ideas to supplement, or even base your 2022 marketing strategy on, look no further.
It’s been nearly 2 years of upheaval. A business version of Darwin’s ‘survival of the fittest’ is in full swing. Businesses that can, and have, adapted to the changes in how we work, shop, socialise and live are thriving. Those that can’t accommodate the latest digital trends are falling short, and often failing altogether.
Marketing departments & agencies are not immune to the sea change in how we operate in ‘the new normal’.
Short Form Video Ads
92% of UK marketers say that video is at the heart of their marketing strategy & 70% of marketers predict their video marketing budgets in 2022 will continue to significantly increase.
I expect that the majority of this new found video online advertising budget will go to short-form adverts.
Today’s consumers have little patience for long videos.
In fact, more than 25% of adults say they’ll close a video after only 10 seconds.
More than half say they’ll switch off after 20 seconds.
An analysis by Hubspot found that Instagram videos should be no longer than 30 seconds, Twitter should be limited to 45 seconds, and Facebook videos should stop at 1 minute.
The shorter video ads get, the more immediately engaging they need to be.
In a recent study, users said they’re twice as likely to pay attention to in-game display ads than they are to ads on the internet.
As the world moves towards data driven approaches, new generations (Gen Z & Millenials) are demanding more authenticity.
Studies have shown that more than 75% of consumers say they trust content from average people more than content from brands.
Seek ways to humanise your brand by creating a balance between typical brand content and user-generated content that conveys the human side of the brand.
This could mean using influencer marketing content or other advocates (employees, engaged customers) in your ad content.
Injecting Social Impact
The ongoing impacts of COVID-19 have put a new found importance on community & social responsibility.
This trend isn’t new though. Gen Z and millenials have been calling for social impact in business for some time. And with their purchasing power, it’s a trend that can’t be ignored.
Injecting social impact into your performance marketing is actually easier than it seems. It can result in increased brand loyalty, enhanced click through rates and improvements into other advertising metrics.
Pursuing social impact in online advertising is not a frivolous activity for the sake of increasing sales.
Indre Raviv at Forbes says it well, “your marketing plan should include strategies for illustrating your support- and action-based priorities. You should not limit yourself to advocating for the nonprofit. Instead, take extensive measures, such as making donations or providing sponsorships, to get more effective results”
Views For Change enables brands to reward user engagements in advertising campaigns with donations to charity.
Staying up to date, and ahead of marketing and advertising trends is paramount for any marketing team or agency. These online advertising ideas just skim the surface of what’s to come in this space.
This industry moves fast and as we move into the ‘new normal’ (I know, we’ve been saying that for nearly a year); ability to adapt will be the make or break of many businesses.