{"id":19283,"date":"2021-12-22T16:03:18","date_gmt":"2021-12-22T21:03:18","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=19283"},"modified":"2021-12-22T16:03:19","modified_gmt":"2021-12-22T21:03:19","slug":"2022-creative-marketing-trends","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/2022-creative-marketing-trends\/","title":{"rendered":"2022 Creative Marketing Report: Five Trends to Understand"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>From the metaverse to memes to Brand Twitter and video game-exclusive merchandising, creative marketing is changing faster with each passing year.&nbsp; But as our digital lives and IRL existence continue to converge, there are also more and more ways to reach new audiences without getting lost in the mix.&nbsp;<\/p>\n\n\n\n<p>What lies ahead in 2022? Amid the rise of new technologies and shifting norms altering the platforms we use each day, here are five trends set to shake things up.<\/p>\n\n\n\n<h2>Hello, AI-Powered Influencers<\/h2>\n\n\n\n<p>The influencer industry marches on, but it\u2019s not quite business as usual. Gone are the days of relying on just a big name or high follower counts to build a brand\u2019s name. Today, digital marketers are taking a more calculated, audience-specific approach\u2014one that could be aided by AI, or artificial intelligence.<\/p>\n\n\n\n<p>Why the change? It\u2019s due in part to the fact that the impact of high-powered influencers is diminishing. A <a href=\"https:\/\/www.prweek.com\/article\/1674307\/analysis-influencer-engagement-rates-plummeted-%E2%80%93-theres-no-need-panic\">recent study<\/a> revealed that \u201cmega-influencers\u201d\u2014that is, Instagram users whose feeds reach between 100,000 and a million people\u2014have seen their rates of engagement decrease by nearly 10% in the last two years. Changing Instagram algorithms as well as shakeups in the way content is distributed on the platform (more stories, less grid) means it\u2019s back to the drawing board for marketers in the new year.<\/p>\n\n\n\n<div style='position: relative;width: auto;padding: 0 0 70.92%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none' id=\"experience-61c390879a6b3\" data-aspectRatio=\"1.41011236\"><iframe allowfullscreen src='\/\/view.ceros.com\/ceros-marketing\/metaverse-digital-marketing-sidebar-1-1?heightOverride=890' style='position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%' frameborder='0' class='ceros-experience' title='Design + NFTs PQ1 Copy' scrolling='no'><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n\n\n\n<p>All of this brings us to the intersection of AI and influencers. Utilizing AI to analyze huge swaths of account <a href=\"https:\/\/www.entrepreneur.com\/article\/371449#:~:text=%2C%20Standby...-,This%20Is%20How%20Artificial%20Intelligence%20Is%20Revolutionizing%20Influencer%20Marketing,change%20the%20business%20world%20significantly.\">data, posts, and follower metrics<\/a> allows companies to find influencers who match up with their target demographic\u2014even if the influencer in question doesn\u2019t reach the \u201cmega\u201d status. Through latching on to a niche\u2014and having the right public partner to back it up\u2014marketers could see their content stick without getting lost in the void of the endless scroll.<\/p>\n\n\n\n<h2>A farewell to cookies?<\/h2>\n\n\n\n<p>In early 2020, Google <a href=\"https:\/\/www.vox.com\/recode\/2021\/6\/24\/22548700\/google-cookies-ban-delay-floc-tracking\">announced<\/a> that it was rolling back\u2014and eventually doing away with\u2014third-party cookies. Soon after, Apple followed suit for its Safari browser. With the curtain nearly closing, it\u2019s time to understand what a new year without third-party cookies might look like.<\/p>\n\n\n\n<p>Third-party cookies track you on a website but are stored under another domain, facilitating the movement of targeted ads from one site to the next. In the past, they\u2019ve been a huge\u2014albeit often imprecise\u2014data collection tool. Now, however, Google is finally electing to phase them out due to growing privacy concerns and legislative measures like the EU\u2019s <a href=\"https:\/\/gdpr.eu\/what-is-gdpr\/\">General Data Protection Regulation<\/a> (GDPR).&nbsp;<\/p>\n\n\n\n<p>For marketers, there\u2019s a silver lining. Transitioning from third-party cookies to first-party cookies could ultimately offer a more sustainable engagement tool. By creating unique user experiences that help gather first-party data, creative teams can get more relevant insights about their audience\u2019s preferences and tackle the new year with confidence, not a creeping fear that their ad data might simply vanish.<\/p>\n\n\n\n<h2>A focus on interactive, personalized content&nbsp;<\/h2>\n\n\n\n<p>Sometimes, a marketing campaign is so good that you nearly forget it\u2019s actually a marketing campaign.\u00a0<\/p>\n\n\n\n<div style='position: relative;width: auto;padding: 0 0 70.92%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none' id=\"experience-61c3923d55a61\" data-aspectRatio=\"1.41011236\"><iframe allowfullscreen src='\/\/view.ceros.com\/ceros-marketing\/metaverse-digital-marketing-sidebar-1-1-1?heightOverride=890' style='position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%' frameborder='0' class='ceros-experience' title='2022 Trends PQ2' scrolling='no'><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n\n\n\n<p>For example, \u2018<a href=\"https:\/\/www.spotify.com\/us\/wrapped\/\">Spotify Wrapped<\/a>,\u2019 the streaming platform\u2019s interactive year-end recap, is almost too perfect <em>not <\/em>to share. Why? In part, because it\u2019s a piece of content made for you and you only\u2014an increasingly vital piece of the puzzle to drive real engagement.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ceros.com\/inspire\/originals\/human-touch-digital-experiences\/\">Personalized digital experiences<\/a> help bring interfaces to life and meld the digital with our real lives. For digital marketers, 2022 brings an exciting set of possibilities for humanizing the digital, from VR and unique user data to hybrid events in the metaverse.&nbsp;<\/p>\n\n\n\n<p>To understand the benefits of a highly personalized, interactive campaign, it\u2019s worth looking once again at Spotify. Following the release of \u2018Wrapped\u2019 last year, the platform saw <a href=\"https:\/\/www.moengage.com\/blog\/spotify-wrapped-2020-app-downloads-engagement\/\">a 21% increase<\/a> in mobile app downloads in the weeks surrounding its release.<\/p>\n\n\n\n<h2>Show me the money (eventually)<\/h2>\n\n\n\n<p>Sensible financing programs are all the rage, at least if you\u2019ve been paying attention to TikTok.<\/p>\n\n\n\n<p>A year-plus of online-centric shopping has shifted habits in both finding products and paying for them. And, especially among Gen Z, an unlikely viral trend has sprung up: Buy now, pay later (BNPL). In the US, the <a href=\"https:\/\/www.forbes.com\/sites\/ronshevlin\/2021\/09\/07\/buy-now-pay-later-the-new-payments-trend-generating-100-billion-in-sales\/?sh=1ccf56492ffe\">percentage<\/a> of Gen Z shoppers using BNPL hit 36% in 2020, up from just 6% in the previous year, while rates for Millennials doubled.<\/p>\n\n\n\n<p>These days, installment plans and BNPL programs <a href=\"https:\/\/www.ceros.com\/inspire\/originals\/human-touch-digital-experiences\/\">are expanding<\/a> far beyond the big purchases associated with layaway in the past. Where marketing is concerned, it\u2019s not just a checkout page phenomenon. Using influencers, sponsored content, and by blending in with <a href=\"https:\/\/www.tiktok.com\/tag\/buynowpaylater?lang=en\">#BuyNowPayLater<\/a> on TikTok (a tag with over 14 million views), payment plans are themselves an attention-grabbing force.<\/p>\n\n\n\n<p>So if you hear a catchy soundbite praising a <a href=\"https:\/\/www.marketplace.org\/2021\/11\/30\/buy-now-pay-later-services-are-flourishing\/\">new wave of personal finance<\/a>, perhaps to the tune of a Taylor Swift song, don\u2019t be too surprised.&nbsp;<\/p>\n\n\n\n<h2>New channels to drive web traffic<\/h2>\n\n\n\n<p>The almighty first page of Google has been, for many, the gold standard of relevance for digital content. Now, another feature is helping web pages shine.&nbsp;<\/p>\n\n\n\n<p>Zero-click search is a system that highlights information at the top of a query without the need to enter a different website. Google selects the snippets that answer a search, and features them directly in the browser; that\u2019s why, if you search \u2018<em>art supplies near me<\/em>,\u2019 you\u2019ll see reviews and directions all without entering a new domain.<\/p>\n\n\n\n<p>Understanding the rise of the zero-click search\u2019s importance is key, whether creative marketers are excited about it or not. Between January and December of last year, <a href=\"https:\/\/searchengineland.com\/zero-click-google-searches-rose-to-nearly-65-in-2020-347115\">more than two-thirds<\/a> of Google searches resulted in users getting their answers without changing domains. But getting to the top of the top on Google is no small task\u2014the challenge, then, comes in finding new ways to stick out.&nbsp;<\/p>\n\n\n\n<p>2022 will likely see brands adapting to a digital environment in which search engine results are just one piece of the pie. By doubling down on content that reaches users through newsletters, interactive campaigns, or even by implementing hybrid events, creative marketers can stay on the cutting edge and make impressions that count.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style='position: relative;width: auto;padding: 0 0 62.16%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none' id=\"experience-5f2c7bc26c2c1\" data-aspectRatio=\"1.60869565\" data-mobile-aspectRatio=\"0.97560976\"><iframe allowfullscreen src='\/\/view.ceros.com\/ceros-marketing\/get-industry-report?heightOverride=460' style='position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%' frameborder='0' class='ceros-experience' title='Industry Report' scrolling='no'><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<div class=\"myclass\">What lies ahead in 2022? 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