Digital Marketing Trends to Watch for in 2022

A Note from Intrada Owner, David Steele An important and exciting opportunity for Intrada clients can be found in the use of digital marketing to generate prospects. The pandemic turned many of our traditional digital marketing concepts upside down - creating an opportunity for us to review, adjust and retarget to maximize visibility. Intrada has revamped how we research, qualify, target and track digital marketing campaigns, placing an emphasis on ROI Return on Investment (ROI) is a key performance metric used to evaluate the efficiency or profitability of an investment. ROI quantifies the return generated on an investment relative to its cost, expressed as a percentage. This metric helps businesses and investors assess the financial benefits of various projects, investments, or marketing campaigns, enabling them to make informed decisions on how to allocate resources effectively. Calculating ROI involves dividing the net profit generated from the investment by the initial cost and then multiplying by 100 to get a percentage value. Understanding ROI is crucial for business strategy, financial planning, and performance assessment, ensuring that investments align with the overall goals and deliver value. . By combining this with our strategic Search Engine Optimization Search Engine Optimization (SEO) is the practice of enhancing a website's content, structure, and technical elements to improve its visibility and ranking on search engine results pages (SERPs). Unlike paid advertising, SEO focuses on organic (unpaid) search results, aiming to attract more quality traffic to the site through search engines like Google, Bing, and Yahoo. SEO encompasses a variety of strategies, including keyword research, on-page optimization (such as optimizing titles, meta descriptions, and content), link building, and improving site usability and speed. By aligning a website's content with search engine algorithms and user intent, SEO helps increase the site's relevance and authority in search engines' eyes. Effective SEO can lead to higher rankings, increased web traffic, and better user engagement, ultimately contributing to the site's overall success and reach. ( SEO Search Engine Optimization (SEO) is the practice of enhancing a website's content, structure, and technical elements to improve its visibility and ranking on search engine results pages (SERPs). Unlike paid advertising, SEO focuses on organic (unpaid) search results, aiming to attract more quality traffic to the site through search engines like Google, Bing, and Yahoo. SEO encompasses a variety of strategies, including keyword research, on-page optimization (such as optimizing titles, meta descriptions, and content), link building, and improving site usability and speed. By aligning a website's content with search engine algorithms and user intent, SEO helps increase the site's relevance and authority in search engines' eyes. Effective SEO can lead to higher rankings, increased web traffic, and better user engagement, ultimately contributing to the site's overall success and reach. ), our new approach to digital marketing has proven to increase visibility and conversions.      We have found the power of storytelling has never been stronger and success comes from getting that story in front of the right people. With that in mind, Intrada’s team has been working hard to research, plan and execute digital marketing campaigns that maximize visibility with the goal to convert prospects. -David Steele

The Digital World Has Grown Significantly

Over the past few years, the digital world has grown exponentially. More people are using the internet than ever before, resulting in the highest annual US e-commerce growth in decades.

The United States population is more than 330 million people strong. In 2019, 9 out of 10 American adults were using the internet and more than 80% of them were using social media.

When the pandemic began in 2020 and everyone was closed-up in their homes, e-commerce skyrocketed. In 2021, more than 230 million US buyers were projected to generate nearly $470 billion in online sales.

To Reach Customers, Businesses Must Adapt

As more and more customers head online for researching, purchasing and customer service, businesses need to be prepared to engage their target audiences with compelling, keyword-rich content presented in a variety of ways, through a variety of channels, and with a variety of mediums.

To stand out among the growing “noise” on social media, businesses will have to reconsider the best ways to reach their target audiences and be prepared to boost that content with an increased marketing budget.

What to Expect in 2022

Areas of Growth

In 2022, forecasters expect to see growth in video – especially short-form, audio and podcasting, and targeted subscription services like e-newsletters.

The influence of TikTok’s short-form video has and continues to spread to the other social media players, like Facebook, Instagram Instagram, a widely popular social media platform, allows users to share photos and videos with their followers. Founded in 2010 by Kevin Systrom and Mike Krieger, the platform quickly gained traction due to its user-friendly interface and emphasis on visual content. Instagram provides various features such as filters for enhancing photos, Stories for sharing short-lived content, and IGTV for longer videos. With a robust set of tools for both personal and business accounts, Instagram enables users to connect, engage, and build communities around their interests and passions. The platform's integration with other social media networks allows for seamless content sharing across multiple channels, making it a versatile tool for digital communication and marketing. As a result, Instagram has not only become a hub for social interaction but also a critical component of many companies? digital marketing strategies. and even LinkedIn. According to StreamingMedia.com, video viewing will account for 82 percent of all internet traffic in 2022. HubSpot’s 2022 B2C Marketing Trends report shared that short-form video content offered the second-highest ROI Return on Investment (ROI) is a key performance metric used to evaluate the efficiency or profitability of an investment. ROI quantifies the return generated on an investment relative to its cost, expressed as a percentage. This metric helps businesses and investors assess the financial benefits of various projects, investments, or marketing campaigns, enabling them to make informed decisions on how to allocate resources effectively. Calculating ROI involves dividing the net profit generated from the investment by the initial cost and then multiplying by 100 to get a percentage value. Understanding ROI is crucial for business strategy, financial planning, and performance assessment, ensuring that investments align with the overall goals and deliver value. for business to consumer (B2C) marketers in 2021.

Expect to see increased video content on social media sites and consider how your business may benefit from some targeted video content. Intrada’s digital marketing team can help.

Audio and podcasting have grown significantly over the past few years. This year, podcast listeners are projected to reach 166 million in the US. Currently, 80 million US adults report listening to a podcast weekly and more than 116 Americans 12 and older listen to a podcast monthly, according to Edison Research.

What does this mean for business? A third of B2C who use podcasts or audio content find it to be their most effective ROI Return on Investment (ROI) is a key performance metric used to evaluate the efficiency or profitability of an investment. ROI quantifies the return generated on an investment relative to its cost, expressed as a percentage. This metric helps businesses and investors assess the financial benefits of various projects, investments, or marketing campaigns, enabling them to make informed decisions on how to allocate resources effectively. Calculating ROI involves dividing the net profit generated from the investment by the initial cost and then multiplying by 100 to get a percentage value. Understanding ROI is crucial for business strategy, financial planning, and performance assessment, ensuring that investments align with the overall goals and deliver value. generator. Consider if this is something you want to add to your digital marketing mix.

Subscription services like e-newsletters are on the rise, providing publishers with lots of first-party data and the ability to target the right customers with the right ads – if used effectively. Subscription-based growth is evidenced by the new Creator Mode in LinkedIn, which allows members to publish newsletters in the articles feature, and in subscription-newsletter service Substack’s recent announcement of more than 1 million paid subscribers. Want to start an e-newsletter? Intrada’s digital marketing team can help.

The Need for Paid Advertising to Supplement Social Content

As more people and competitors flood online spaces, social media posts and videos will have to become more creative, distinct and targeted – and posts will not get far without some paid advertising to amplify them.

On a tight budget? The Intrada digital marketing team recommends stepping back, taking a comprehensive look at your overall marketing budget, as well as your digital marketing efforts, and looking for areas you can prune back. This will provide you with more resources to create and support your best digital content with good digital advertising dollars.

E-Commerce Growth on Social Media

Social media will become a driver of commerce and customer service. According to Hootsuite and We Are Social’s Digital 2021 report, social networks are now the second most important channel for online brand research after search engines. This is especially true for younger generations.

Consider where you go when you need a recommendation for a new book, vacuum or doctor. Do you head to the social media hive mind for recommendations from the friends and family you trust? If not, you are in the shrinking minority.

Where do you go if the new jacket you purchased has a broken zipper? Many people are now heading to social media channels for more prompt customer service. If you do not have this chat function on your website, you may be sending unnecessary traffic to your customer service reps’ phones. Intrada’s web development team has the ability to build this function into websites easily and cost-efficiently.

Consider how you are reaching your target audience, as well as their friends and family, on social media. What content will pique their interest and garner awareness for your brand? Can you run ads and specials for your products and services on Facebook, Instagram Instagram, a widely popular social media platform, allows users to share photos and videos with their followers. Founded in 2010 by Kevin Systrom and Mike Krieger, the platform quickly gained traction due to its user-friendly interface and emphasis on visual content. Instagram provides various features such as filters for enhancing photos, Stories for sharing short-lived content, and IGTV for longer videos. With a robust set of tools for both personal and business accounts, Instagram enables users to connect, engage, and build communities around their interests and passions. The platform's integration with other social media networks allows for seamless content sharing across multiple channels, making it a versatile tool for digital communication and marketing. As a result, Instagram has not only become a hub for social interaction but also a critical component of many companies? digital marketing strategies. , Pinterest Pinterest is a popular social media platform that allows users to discover, share, and save ideas through visually appealing images and videos, known as "Pins". Launched in 2010, Pinterest quickly became a go-to resource for inspiration on a wide range of topics such as home decor, fashion, recipes, travel, wellness, and crafts. Users create and curate themed collections called "Boards" where they can save Pins that capture their interests or project plans. Pinterest operates as a visual discovery engine, enabling users to search for ideas using keywords, and providing personalized recommendations based on their activity and preferences. The platform's unique algorithm tailors the content feed to align with each user's interests, making it an engaging and personalized experience. Businesses leverage Pinterest to boost their brand visibility and drive traffic to their websites by creating compelling visuals that resonate with their target audience. Pinterest offers shoppable Pins, which allow users to purchase products directly from the platform, enhancing the e-commerce potential for businesses. Through features like Pinterest Analytics, businesses can gain insights into user engagement and behavior, enabling them to refine their marketing strategies for better reach and impact. Pinterest's combination of creativity, inspiration, and practicality makes it a valuable tool for users seeking fresh ideas and for businesses aiming to connect with a visually-driven audience. or TikTok?

Changing SEO Search Engine Optimization (SEO) is the practice of enhancing a website's content, structure, and technical elements to improve its visibility and ranking on search engine results pages (SERPs). Unlike paid advertising, SEO focuses on organic (unpaid) search results, aiming to attract more quality traffic to the site through search engines like Google, Bing, and Yahoo. SEO encompasses a variety of strategies, including keyword research, on-page optimization (such as optimizing titles, meta descriptions, and content), link building, and improving site usability and speed. By aligning a website's content with search engine algorithms and user intent, SEO helps increase the site's relevance and authority in search engines' eyes. Effective SEO can lead to higher rankings, increased web traffic, and better user engagement, ultimately contributing to the site's overall success and reach. Trends

The importance of good digital advertising including Search Engine Optimization Search Engine Optimization (SEO) is the practice of enhancing a website's content, structure, and technical elements to improve its visibility and ranking on search engine results pages (SERPs). Unlike paid advertising, SEO focuses on organic (unpaid) search results, aiming to attract more quality traffic to the site through search engines like Google, Bing, and Yahoo. SEO encompasses a variety of strategies, including keyword research, on-page optimization (such as optimizing titles, meta descriptions, and content), link building, and improving site usability and speed. By aligning a website's content with search engine algorithms and user intent, SEO helps increase the site's relevance and authority in search engines' eyes. Effective SEO can lead to higher rankings, increased web traffic, and better user engagement, ultimately contributing to the site's overall success and reach. ( SEO Search Engine Optimization (SEO) is the practice of enhancing a website's content, structure, and technical elements to improve its visibility and ranking on search engine results pages (SERPs). Unlike paid advertising, SEO focuses on organic (unpaid) search results, aiming to attract more quality traffic to the site through search engines like Google, Bing, and Yahoo. SEO encompasses a variety of strategies, including keyword research, on-page optimization (such as optimizing titles, meta descriptions, and content), link building, and improving site usability and speed. By aligning a website's content with search engine algorithms and user intent, SEO helps increase the site's relevance and authority in search engines' eyes. Effective SEO can lead to higher rankings, increased web traffic, and better user engagement, ultimately contributing to the site's overall success and reach. ), Search Engine Marketing Search Engine Marketing (SEM) is a digital marketing strategy focused on increasing a website's visibility in search engine results pages (SERPs) through paid advertising. SEM encompasses various techniques and practices, including pay-per-click (PPC) advertising, cost-per-click (CPC) campaigns, and search engine optimization (SEO) to some extent. The primary goal of SEM is to drive targeted traffic to a website by purchasing ads on search engines like Google, Bing, and Yahoo. By bidding on specific keywords that potential customers are likely to use when searching for related products or services, businesses can ensure their ads appear prominently in SERPs. Effective SEM campaigns can enhance brand awareness, generate leads, and drive conversions, making it a powerful tool for businesses looking to expand their online presence and attract new customers. ( SEM Search Engine Marketing (SEM) is a digital marketing strategy focused on increasing a website's visibility in search engine results pages (SERPs) through paid advertising. SEM encompasses various techniques and practices, including pay-per-click (PPC) advertising, cost-per-click (CPC) campaigns, and search engine optimization (SEO) to some extent. The primary goal of SEM is to drive targeted traffic to a website by purchasing ads on search engines like Google, Bing, and Yahoo. By bidding on specific keywords that potential customers are likely to use when searching for related products or services, businesses can ensure their ads appear prominently in SERPs. Effective SEM campaigns can enhance brand awareness, generate leads, and drive conversions, making it a powerful tool for businesses looking to expand their online presence and attract new customers. ), backlinking, and keyword research and planning will continue to grow in 2022. After all, your target audience needs to be able to find you online!

Every day, there are about 4 billion internet searches performed and 90 percent of searchers use the first link on the page. Using a strategic digital marketing campaign that emphasizes SEO Search Engine Optimization (SEO) is the practice of enhancing a website's content, structure, and technical elements to improve its visibility and ranking on search engine results pages (SERPs). Unlike paid advertising, SEO focuses on organic (unpaid) search results, aiming to attract more quality traffic to the site through search engines like Google, Bing, and Yahoo. SEO encompasses a variety of strategies, including keyword research, on-page optimization (such as optimizing titles, meta descriptions, and content), link building, and improving site usability and speed. By aligning a website's content with search engine algorithms and user intent, SEO helps increase the site's relevance and authority in search engines' eyes. Effective SEO can lead to higher rankings, increased web traffic, and better user engagement, ultimately contributing to the site's overall success and reach. services will make a website rank higher on Search Engine Results Pages Search Engine Results Pages (SERPs) are the web pages that search engines display in response to a user's query. These pages typically consist of both organic results and paid advertisements. The organic results are ranked based on the search engine's algorithms, which take into account various SEO factors such as relevance, quality of content, and website authority. On the other hand, paid advertisements, often marked as "Ad" or "Sponsored," appear based on the advertiser's bid and the ad's relevance to the query. SERPs can encompass a wide array of result types, including text-based links, images, videos, local listings, featured snippets, and more. The layout and elements of SERPs can vary widely depending on the nature of the query, with search engines continually updating their algorithms and features to provide users with the most relevant and useful information. Understanding SERPs is crucial for both SEO and SEM strategies, as it directly impacts a website's visibility and potential traffic. (SERPs) and drive more traffic there.

SEO Search Engine Optimization (SEO) is the practice of enhancing a website's content, structure, and technical elements to improve its visibility and ranking on search engine results pages (SERPs). Unlike paid advertising, SEO focuses on organic (unpaid) search results, aiming to attract more quality traffic to the site through search engines like Google, Bing, and Yahoo. SEO encompasses a variety of strategies, including keyword research, on-page optimization (such as optimizing titles, meta descriptions, and content), link building, and improving site usability and speed. By aligning a website's content with search engine algorithms and user intent, SEO helps increase the site's relevance and authority in search engines' eyes. Effective SEO can lead to higher rankings, increased web traffic, and better user engagement, ultimately contributing to the site's overall success and reach. changed in 2021 and we can expect even more changes from Google in the year to come. Senior Search Scientist Tom Capper, at SEO Search Engine Optimization (SEO) is the practice of enhancing a website's content, structure, and technical elements to improve its visibility and ranking on search engine results pages (SERPs). Unlike paid advertising, SEO focuses on organic (unpaid) search results, aiming to attract more quality traffic to the site through search engines like Google, Bing, and Yahoo. SEO encompasses a variety of strategies, including keyword research, on-page optimization (such as optimizing titles, meta descriptions, and content), link building, and improving site usability and speed. By aligning a website's content with search engine algorithms and user intent, SEO helps increase the site's relevance and authority in search engines' eyes. Effective SEO can lead to higher rankings, increased web traffic, and better user engagement, ultimately contributing to the site's overall success and reach. company MOZ, expects Google Discover to take off in 2022.

What is Google Discover? You may have already noticed the change on a mobile device near you. Google Discover has transformed the basic Google search page into a customized feed based on users’ search queries below the search bar. It has the possibility to drive more traffic to a site than organic search. It is here and businesses need to prepare so their content shows up via Google Discover.

We believe SEO Search Engine Optimization (SEO) is the practice of enhancing a website's content, structure, and technical elements to improve its visibility and ranking on search engine results pages (SERPs). Unlike paid advertising, SEO focuses on organic (unpaid) search results, aiming to attract more quality traffic to the site through search engines like Google, Bing, and Yahoo. SEO encompasses a variety of strategies, including keyword research, on-page optimization (such as optimizing titles, meta descriptions, and content), link building, and improving site usability and speed. By aligning a website's content with search engine algorithms and user intent, SEO helps increase the site's relevance and authority in search engines' eyes. Effective SEO can lead to higher rankings, increased web traffic, and better user engagement, ultimately contributing to the site's overall success and reach. is critical to digital marketing success. You own your website and the content on it, so invest in it. While social media pages are valuable marketing tools, they are rented space. Use SEO Search Engine Optimization (SEO) is the practice of enhancing a website's content, structure, and technical elements to improve its visibility and ranking on search engine results pages (SERPs). Unlike paid advertising, SEO focuses on organic (unpaid) search results, aiming to attract more quality traffic to the site through search engines like Google, Bing, and Yahoo. SEO encompasses a variety of strategies, including keyword research, on-page optimization (such as optimizing titles, meta descriptions, and content), link building, and improving site usability and speed. By aligning a website's content with search engine algorithms and user intent, SEO helps increase the site's relevance and authority in search engines' eyes. Effective SEO can lead to higher rankings, increased web traffic, and better user engagement, ultimately contributing to the site's overall success and reach. to boost your website’s visibility and bottom line.

Intrada helps our clients by lightening the load of our clients’ website and social media channel analysis. We will send monthly reports analyzing website and social media traffic, so you can determine the effectiveness of your marketing and digital advertising tactics.

Keep Focus on What is Important

While we hope this article inspires you with the opportunities, please remember what matters most. The most important components of any digital marketing campaign are:

• consistent branding,
• a well-defined target audience,
• a clear message,
• carefully selected channel(s) and
• measurable goals.

The type of content, channels or methods a business uses will never have as great of an impact if the brand, message and audience are not well-researched and defined first.

So, remember to keep the main thing as the main thing.

At Intrada Technologies, technology is not our main thing – our clients and their goals are. We use technology as a tool to achieve the best solutions for our clients. We analyze the many technologies and tools available to determine what will best solve the problem at hand, within our client’s budget. The lure of new technological marvels and fads are evaluated, but they never supersede our goal to provide each customer with information technology solutions that have been carefully evaluated and customized for their needs.  

The same holds true with digital marketing efforts. The technology – whether videos, newsletters, podcasts, photos, graphics, or blogs shared via social media, a website or elsewhere – is just a tool to help your business reach its goals.

What truly matters for successful digital marketing is an excellent message that reaches and engages your target audience.

Need Help with Digital Marketing?

We would be glad to help.

With over two decades of experience, Intrada Technologies works with our clients to engage their customers with appealing content, finely-honed digital advertising, engaging videos, and targeted social media plans.

Our web development team can also enhance your site to provide an excellent customer experience to convert visitors to customers.

Contact James Haywood or Nicole Keiner to discuss your digital marketing needs by calling 800-858-5745.