The digital industry is constantly changing with SEO updates, new Facebook advertising restrictions, TikTok’s rise to stardom, and two large iOS updates. Here are some of the top online marketing trends to watch out for in 2022. 

Email marketing

Do your consumers use iPhones? The answer is more than likely a large majority do. 

In the latest update that Apple released at Apple’s Worldwide Developers Conference is the announcement of the iOS 15 privacy features. 

This is a paraphrased version of the press release from Apple. 

The In Mail App Privacy Protection stops senders from using pixels and retargeting emails to collect information from said users. This helps to prevent senders from knowing when they have opened emails and mask their IP addresses.

This addresses again the ability for consumers to not allow companies to collect their data. This is a similar approach as the iOS 14 update that occurred for Facebook advertising strategies. The release affects all apps within the app store including Facebook, Instagram, and others. 

This means that open rates, retargeting, engagement, click-through rates, and other imperative metrics in email marketing will be skewed or will dramatically decline. 

Research shows that Apple takes up a large majority of the email marketing share with 47 percent of mobile emails happening on iPhones. 

There are ways that marketers and companies can continue to reap the benefits of their email marketing strategies in the new iOS 15 world such as cleaning out their email list, A/B testing, and test segmentation. 

Alternative to 3rd party cookies

Our online marketing Dallas experts continue with this conversation in regards to Google Ads elimination of third-party cookies on their advertising software. As Google’s Ad & Commerce blog explains that one of the biggest concerns of consumers is privacy on the internet with third-party tracking involved such as cookies. 

This update is known as the Privacy Sandbox, and with this update, the ability to implement cookies will no longer be an ability. In an effort to continue to ensure that advertisers can get the needed information for lead generation, Google has released a new set of reporting metrics. 

The original date for this update was in 2022, but due to backlash, Google has switched their initial launches of this update but has ensured that it will in fact launch even with the delay. The first stage of this update will start in late 2022, more than likely in Q4, with the final update in Q1 2023. 

This means that companies have eight months to get their advertising in order to switch their current methods of tracking. The pushback provides the ability to learn more about these changes and their effects on advertising. 

For more information, visit privacysandbox.com 

TikTok marketing

One of the biggest changes to the dynamics of marketing was the rise in popularity of TikTok in 2020. It can be claimed that TikTok rose in popularity due to the pandemic and lockdown, but even in 2022, there is no sign of this social media platform slowing down.

In 2021, TikTok reached 1 billion users on their app.  As one of the biggest digital marketing trends of 2020 and 2021, companies and marketers should consider if this platform is the right strategy! 

Ecommerce marketing 

Our online marketing Dallas experts have admitted that they were influenced by an Instagram or Facebook advertising campaign, and this is common for consumers. 

Research shows that 78 percent of Americans have discovered a retail product from Facebook. With the implementation of the Commerce stores on Facebook and Instagram which simultaneously allows for products to be shared on both platforms, ecommerce will rise. 

While 78 percent of Americans have discovered a product on their app, on Instagram, 70 percent of shoppers use Instagram to see out new products. 

What is one of the features that makes it so convenient? You never have to leave Facebook or Instagram’s app. 

These are our online marketing Dallas experts’ predictions of some of the top trends for marketing in 2022. As always, this industry is constantly changing which means one of these trends could fall down in importance. 

For more information on online marketing strategies, contact us today!