|We invited Conscious Solutions to write a guest blog for us about the digital marketing trends to look out for in 2022. Conscious Solutions provide websites and e-marketing services to law firms.
It pays to be ahead of the trend, so what can you expect to see in the digital world in 2022? Read on to find out…
Given the constant evolution and fast pace of digital marketing, it can feel like a never-ending battle to implement the most up-to-date strategy with the latest tools. But it also means that a digital strategy is no longer an option – it’s a necessity. Whether it’s the improvements 5G will bring, jumping on the newest social media bandwagon, or investing in live chat, it’s clear that clients are in control and it’s their expectations that need to be met.
We’ve identified 6 trends that would be worth keeping on top of in 2022.
1. Live Chat
In a digital world, clients are expecting outcomes instantaneously. One of the ways you can adhere to this need is by implementing live chat functionality. Live chat provides improved customer satisfaction compared to other mediums – 73% compared to 51% satisfaction rating for email and 44% for phone support. Live chat has also been identified as the preferred customer experience method for people between the age of 18 and 49. So if you haven’t already started thinking about adding live chat to your site, why not?
But it should be noted that striking a balance between live chat and a human element is key. You can’t rely solely on automation when using live chat. It’s time to blend AI and a human touch together to help customers quickly and efficiently.
Why is it relevant in 2022? It is estimated that around 85% of online businesses will implement chat options on their website by 2022 and it’s the preferred communication tool for a large majority.
2. Social Media
Love it or loathe it, social media isn’t going anywhere, so it’s time to get on board! As we head into a world where hybrid is becoming the norm, our online habits are changing dramatically. With people spending more time online and on social media (10% global growth in the last year), businesses that usually enjoyed a physical presence are having to up their social media efforts to reach their digital audiences.
The deployment of chatbot services via Facebook, Instagram, and WhatsApp brings new ways to interact with customers improving service delivery. And clients are using social media to enquire about services before buying them – a recent survey found that 67% of respondents had made a purchase after seeing an ad on social media.
Why is it relevant in 2022? There has already been global growth in the use of social media in the last year and with a hybrid world, a digital presence will continue to be as important, if not more so than a physical presence.
3. Personalisation is Key
If you want to deliver the highest standard of customer service (and spoiler, you do), customisation is essential. It’s clear from the communications we receive day-to-day that those who have included a personal touch and have gone above the norm are more likely to receive a response. The same can be said for your clients.
Start by looking at what data you already have on your clients. Can you create an interesting marketing strategy from it? If not, what questions do you need to start asking your audiences to get this information and how can you do this?
Why is it relevant in 2022? As the competitive landscape of professional services continues, standing out is key and personalisation is a great way to do this.
4. Data Security
With legislative changes always on the horizon, building trust with sincere data privacy is important. By building on a transparent relationship with consumers you are increasing the chances of your business capturing zero-party data where consumers voluntarily provide their data. This can lead to better future marketing experiences.
Why is it relevant in 2022? Most clients are willing to share data if they feel their privacy will be protected and in return for a more compelling and personalised experience, so you want to ensure your business is one of them.
5. Mobile App Development
Developments to mobile apps are fast-changing and something new is always popping up.
Things to be aware of in 2022 include:
- Blockchain – This creates decentralised databases meaning they are more secure and are crucial within app development and solves some issues with data security and misuse.
- Location-based – Most of today’s applications implement location-based functions, thereby increasing performance and providing consumers with a highly tailored experience.
- Chatbots – Gained prominence in 2021 via mobile apps and the quantity of interaction for chatbots with mobile apps will continue to progress.
- Mobile commerce – The market is expected to be worth around $22 billion by 2022.
- AR/VR – The integration of AR/VR technology in mobile apps is still an emerging trend, but it’s important to watch.
- 5G – This will change the way we build and use apps improving the speed and efficiency of transferring data.
Why is it relevant in 2022? The digital app world is quickly evolving and there might always be new things for your company to implement.
6. Interactive Content
And finally, interactive content is one of the best ways to engage your clients in 2022. This can include calendar modules, polls, videos, or games on your site and can be delivered in real-time. This type of content will help to keep your brand at the forefront of your client’s mind.
Why is it relevant in 2022? Increased engagement with real-time personalisation strengthens brand affinity and a ‘fun’ aspect is more important than ever post-pandemic.
Adapt or get left behind…
As competition increases and more companies move to invest in their digital marketing strategy, staying ahead of the game means staying alert and agile to the needs and expectations of your clients and the industry.