2022 Online Marketing Trends
These are the 8 top online marketing trends for 2022.
Shana Bull, a Santa Rosa-based digital storyteller/marketing educator works with wine and food businesses. She also teaches marketing and freelance writing classes.
Eitan Bernath, aged 19, is a TikTok celebrity with more than 1.6 million followers. Bernath filming a cooking tutorial at home in New York, May 17, 2021.
Shana Bull, a Santa Rosa-based digital storyteller/marketing educator works with wine and food businesses. She also teaches marketing and freelance writing classes.
Eitan Bernath, aged 19, is a TikTok celebrity with more than 1.6 million followers. Bernath filming a cooking tutorial at home in New York, May 17, 2021.
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Eitan Bernath, aged 19, is a TikTok celebrity with more than 1.6 million followers. Bernath filming a cooking tutorial at home in New York, May 17, 2021.
SHANA BULL
January 7, 2022
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Digital Marketing
Shana Bull is a digital storyteller, and a marketing educator. She
has experience working with wine, food and hospitality companies. She works with wine, food, and hospitality companies.
See Shana’s previous columns.
2022 is here, although it may not appear so. Digital marketers must keep up to date with new trends as we enter a new year.
Wine Country Businesses are especially important at the start of the year. Winter weather means fewer tourists eating out and fewer appointments at the tasting room.
Small-business marketers in the North Bay have a wonderful opportunity to reflect, take stock and explore new digital marketing strategies.
I talked with small-business marketers and owners from the Bay Area in order to discover which digital marketing trends they believe will succeed in 2019.
Digital trend No. Digital trend No. 1: Video, videos, video
This is the sixth year that video has been a major topic in digital marketing.
TikTok users are tired of Instagram’s oversaturation of brands and users.
It’s not just for kids. You can follow @whimsysoul and see her explorations in Napa County.
This will let you make shorter, vertical videos, as well as showing your face in front of camera. I have some tips for creating business videos via social media.
Now is the time to do some on-camera practice, and tell your story.
It is possible to find someone in your company that could act as a spokesperson for the brand.
Digital trend No. 2: Lifestyle imagery
Brands must constantly update their lifestyle imagery in addition to video. People who enjoy wine and food in public settings often draw more attention to photos of perfectly posed bottles.
Outshinery – a digital company that provides bottle and lifestyle photography to alcohol industry clients – claims that clients ask for “lifestyle photos” more often than other assets.
“Lifestyle photos are more effective than old-fashioned ‘buy a bottle’ and free shipping to tell the story about products. Outshinery’s founder Laurie Millotte said that seeing people helps consumers see themselves in the brand. This helps build trust.
No. No.1 digital trend Digital trend 3: More personal relationships
Trust is the key word. In the future, consumers will expect more personal relationships between brands and retailers.
Marketers and small-business owners in the Bay Area agree that this is an excellent way for any brand, to grow as they embrace the digital age.
Customers must be able to interact with brick-and-mortar businesses by hiring customer service staff. As more people shop online, customer service staff are essential.
Allison Ball Consulting’s founder, Allison Ball Consulting (alliball.com), discussed how personal connections could look in a virtual environment. “This could be customer service via voice or video messaging back to forth via direct messages (DMs), or giving customers opportunities to connect with retailers live. “
2020 and 2021 are years of livestreaming social networks. 2022 will expand on this.
Allison suggested that a Valentine’s Day hotline is established to answer your questions and provide wine recommendations to match with your home-cooked meals. This could come from a wine company or a food brand.
Livestreaming does not seem to be going away. There’s good reason for this trend to continue.
Social media engagement tool like Agorapulse and Sprout Social and buffer Engagement and Facebook Business Manager ensure brands respond to every comment and DM via social media, without having to scroll through the app and manually look for them.
No. No. 1 digital trend Digital trend 4: Social media shopping
E-commerce has experienced a substantial increase in popularity throughout the years. E-commerce is becoming more popular because customers feel more at ease buying directly from retailers, rather than through Amazon.
It’s easier than ever to start your own online store. The popularity of e-commerce features like the ability to pay in increments and integration with payment platforms like Amazon Pay and PayPal, as well as subscription-based models (similar to a custom wine club), will continue to grow.
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It is simple and efficient to create a commerce-based site for food producers using Squarespace or WordPress. Many
options are available for wine brands to ecommerce directly-to the consumer (DTC).
Instagram/Facebook offers more selling options for brands that don’t sell alcohol or marijuana. They can also link directly to the products via TikTok and Instagram bios.
No. No. 1 digital trend Digital trend 5: Marketing automation
Marketing automation allows you to stay in touch with your customers through e-commerce or appointment-based winery visits. You can then focus on your business to grow.
“Wineries were able to drive growth through 2020, by investing in digital market and ecommerce,” WineDirect’s chief Marketing Officer Andrea Smalling stated. There are many priorities that must be managed now that wineries can open. Automating these tasks will make you better for the future. “
QR codes now exist in many places. This is due to social distancing of the pandemic. Restaurants
are able to automate the entire purchasing process by allowing customers to buy food and wine through an app and have it delivered to their tables.
Digital trend No. 6: Consumer data analysis
Andrea, I and she discussed the importance to data in making personalized digital communication possible.
We get so many messages nowadays via email and text! It is much easier to unsubscribe when you receive communication that feels personalized to you (referring to past purchases, for example) than the rest.
One dashboard, such As Whatagraph, can help brands view the entire digital data picture. It integrates data across all social media platforms. It will help them identify what is working and what can be improved.
WineDirect also created a platform that allows its clients in the Wine Club or ecommerce to identify key trends as well as opportunities for growth. This
allows them connect with the right people in the industry, particularly the wine industry.
No. 1 digital trend 7: Email Marketing continues to be a key trend in digital technology
Previously, restaurants and wineries had to have a physical sign-up sheet for their email lists. Learn how to create landing pages that work for you.
“With the new privacy settings and limited capability of tracking and gathering consumer behaviour, it will become more important than ever to own’ your online contact information and to communicate directly with them,” Alison Ball said.
No. No.
Customers expect transparency and accountability from brands they support. Brands that communicate via social media platforms have a greater chance of reaching people who care the same way.
But it’s more than sharing a story. Laurie from Outshinery says, “The wine sector has a lot potential for interactive visuals. “Wineries
will embed QR codes and other elements onto labels in order to give customers information.
Customers desire more visibility for their back labels. Customers want more visibility for back labels.
Marketers will be affected by a pandemic as well new business models, hybrid events, and in-person and online streaming. Brands have the opportunity to use data and marketing automation tools provided by digital platforms to tell customers their story through imagery and video.
These eight trends can help businesses stay ahead.