Highlights of Marketing Trends for 2022 (from HubSpot)

HubSpot does an annual survey of 1000 marketing professionals around the world (both B2B and B2C) and from that data they create an overview of trends to look for in the coming year.

Here are some of the 2022 trends and information about what they are and why marketing professionals are embracing them:

• Influencer marketing will evolve from a trend to a common marketing tactic.

When marketers collaborate with influencers and industry thought leaders in their industry, they can expand brand awareness and gain fans from the influencer's own audience. 

• Video marketers will keep content short.                                                       
  

Short-form content is the second most effective trend marketers are currently leveraging. 

• Mobile optimization will be even more important. 

More than half of annual online website traffic comes from mobile devices, including tablets.  

• Permanent social media posts could overtake ephemeral content.

While ephemeral content -- which often stays published for 24-hours before disappearing (unless it's saved or archived) -- isn't going away any time soon, brands have seen that permanent social media content -- such as standard posts, videos, and live events that show up on a platform's feed and can be viewed again days later -- might be more effective within their marketing campaigns.

• Companies will prioritize social responsibility.

• Experiential marketing could make a comeback.

• More businesses will use SEO to concur search traffic.

While SEO is not new, its strategies are becoming even more ingrained within modern-day marketing strategies. 

• Virtual events will continue, but some brands will invest less.

Despite losing some shrinking virtual event budgets, marketers won't be leaving the virtual event space any time soon. In fact, a whopping 80% of marketers plan to invest the same budget or more into virtual events in 2022.

• More consumers will hear branded audio content.

53% of professionals whose companies leverage content marketing find "podcasts or other types of audio content" effective when it comes to engagement and brand awareness. 

• Inbound marketing will remain a best practice for growing brands.

• Consumers will step into virtual reality (VR) and augmented reality (AR) experiences.

Ever watched a 360° video on Facebook? That’s VR. What about IKEA’s IKEA PLACE app which helps you visualize virtual furniture in your very real room? That’s AR.

Source: HubSpot https://blog.hubspot.com/marketing/marketing-trends