5 SEM Trends You Need to Know for 2022

by Marco Genaro Palma SEO Consultant

5 SEM Trends You Need to Know for 2022

Every year, new digital marketing trends come into the spotlight and reshape the future of digital marketing. In this article, we are going to talk about the top 5 marketing trends to watch in 2022.

Since the pandemic and recession of 2021, the marketing world has not disappointed. The digital marketing trends of 2022 will be the most revolutionary.

Consider TikTok, the new social network that has taken Generation Z users by storm. Today, TikTok is one of the leading social media platforms for any business looking to promote their products.

With the rise and increasing popularity of crypto-currencies and NFTs, the future of finance is changing. Google has also announced that it will phase out all third-party cookies by 2023.

A lot is changing in the technology world, and it's all greatly affecting the digital marketing industry.

I / Video Marketing

Video marketing is becoming an even more impressive part of digital marketing. According to Lemon Light, this is a trend that all businesses using digital marketing should be aware of if they want to compete in the industry. Recent data from Lemon Light shows that at least 70% of customers share a brand's video with others, and a further 72% say that video marketing has improved their customer experience and conversion rates.

As we approach 2022, we expect the number of people using mobile phones to continue to grow.

Mobile traffic will also continue to grow, which means that video marketing and the use of online video publishers will become more dominant.

At least 98% of marketers believe that video will play an important role in digital marketing over the next few years.

II / Google wants to end third-party cookies

By the end of 2023, Google plans to eliminate third-party cookies from its Chrome browser for good. It will thus join the list of web browsers that have abandoned cookie tracking technology, such as Safari, Firefox and Brave.

Marketers can, for example, turn to search intelligence to build qualified audiences. For example, the search intelligence company Captify has created a technology that leverages linguistic search to tap into billions of monthly internet searches to deliver campaigns.

As digital marketers look for ways to track users on the web, there are already options for users to disable tracking and third-party cookies through the GDPR policy.

III / Content has an important place

In digital marketing, content has long been king. This is likely to continue as we approach 2022, as marketers are now focusing more on premium content. There is a ton of content on the internet, and in 2022, what sets your content apart is quality and simplicity.

Most internet users care more about uniqueness and quality of content. If you want to make your website an authority in 2022, your main goal should be to publish great content for your audience.

You don't need to publish every day to keep your audience on the same page; all you have to do is make your content more inspiring and educational for your target audience. It's best to reduce the frequency of delivering high quality content to your audience, but make sure that everything you deliver is relevant, engaging and informative.

IV / Automation at the heart of the trends

Another marketing trend to watch in 2022 is marketing automation.

The trend towards automation in the PPC world is growing fast. Does this mean that you should hand over your entire SEM strategy to Google's AI bots? According to Lea Soller, founder & CEO of Digiberries "You cannot automate everything in your PPC campaigns”. A qualified manager is always necessary. However, in order to realize the full potential of your SEM strategy and manage the ever-increasing volume of data, your managers will need to be able to use automated tools like Google Ads recommendations."

In Google Ads, a "Recommendations" tab has been added in autumn 2019. It provides a potentially optimized dashboard for your account. Not everything has to be strictly followed. Google will certainly encourage you to spend more! However, some suggestions can indeed improve your results.

V / Voice search at the heart of SEO

Voice-activated assistants will continue to sell well in 2022. Voice search will change the way digital marketers conduct keyword research. Digital marketers will begin to pay more attention to long-tail keywords when creating content for their target audience.

When people conduct voice searches, they are more likely to use long-tail keywords. Creating content around these long-tail keywords will only increase your online visibility.

SEO and marketing professionals have had to adapt to this exponential demand from users by optimizing or producing new content. To make the most out of these tactics and achieve SEO results, the challenge will be to provide more relevant content to your audience and to Google.

According to Genaro Palma, co-founder of Mon Petit Rangement and international SEO expert "The right thing to do now is to take into account the search intentions of Internet users. To do this, it is essential to analyze Google's results pages, whose algorithm highlights the main expectations of Internet users."

In conclusion, the way digital marketers choose their marketing strategy will likely change as we approach 2022. As search engines abolish cookies, marketers must find other ways to track customers' digital footprints and learn what they like most while creating marketing content that can convert them.

The consumer of 2022 will be more demanding, so companies must begin to adapt to new methods of digital advertising.