As we gear up to meet and exceed our 2021 goals, we need to prepare and look toward 2022. Here is a list of top trends to watch out for in 2022, and what to do to capitalize on them.
Here are 8 things we’ll likely see more of in 2022:
I like to call these trends, opportunities, because if you utilize its strengths your brand will pull in greater profits.
- Amazon Advertising. It’s long been known that most product searches start directly on Amazon. If you want to be where the conversion is at, advertising on Amazon is a smart option. As we are leaning into 2022 Amazon continues to expand advertising services to better compete with the major search engines like Google, YouTube and Facebook.
Amazon is now offering better ad management, more KPI’s and increased exposure to a wider audience. While Amazon Sponsored Brand & Sponsored Display products require companies to be Brand Registered, other Amazon Ad products are available to advertisers who do not sell on Amazon.Besides reaching customers directly on Amazon, you can engage audiences across Amazon subsidiaries like IMDb.com and devices like Fire TV. These currently attract a monthly audience of 120 million viewers across the U.S. And this is only climbing up as Amazon keeps raising the bar for premium entertainment and creative experiences. This makes Amazon video ads a compelling market for brands who want to connect with their audiences.
What this means for online sellers: Ad space on Amazon will become more competitive driving prices up. However, Amazon’s continued advance in the entertainment industry means that even more people can now be exposed to your ads.What you can do: Include Amazon advertising in your marketing plan and monitor the results. Ads can quickly eat up your dollars, but they can also spew out many dollars. Watch the performance of your ads, and keep tweaking your campaigns for the best ROI.
- Voice Search. Not exclusive to Amazon’s Alexa, nor even to e‑commerce. 2021 has seen a surge of people searching online for products or information via voice search. In 2022 40% of the US population is expected to use a voice assistant at least monthly on any device. Amazon Echo is in competition with Google’s Home Assistant, but there’s also Apple’s Siri, Microsoft’s Cortana & Samsung’s Bixby.
What this means for sellers: Search engines try to match the best fit for anything that is searched. When typing in google we tend to write in keywords, for example, boys shoes black strong. When using voice search, we’d say this: Where can I find strong black boy’s shoes?If your marketing material directly answers the question (as in we carry strong black boy’s shoes / find strong black boy’s shoes here) your link is more likely to be shown in the search results.
What you can do: To optimize for SEO, answer the FAQs of your customer base. You can do this with customer-centric vs. product-centric copy. See this video for a crucial tip on a customer-focused copy. A keyword-focused copy will not help you rank.
- Augmented Reality. Although COVID has pushed many people to purchase online when they otherwise wouldn’t, people still hesitate to buy online. And that’s mainly because, seeing a product and feeling it, is not the same as a photo. But as we’re moving towards 2022, so is the tech for augmented reality.
What is augmented reality?Augmented reality blends reality with the virtual object for an accurate 3D depiction of the virtual object/world in the real world.
Examples:
- NYX Cosmetics has a virtual “try-me-on” option, where customers can see how different shades of makeup will look on them.
- Ikeas Studio app allows users to customize entire rooms with IKEA brand furniture and decorations.
What this means for sellers: Providing product interaction will be more important in 2022 to close the sale. Help customers experience the products, so they’ll have the trust to make a purchase.
What you can do: The simplest form of augmented reality would be to have a 360 video of your product, so customers can feel like they’ve seen it from every angle. For a more updated version, you can see threekit.com. Here’s where you can be creative in creating the perfect experience for your customers. - Social Media Selling, Amazon Posts
Amazon posts may still be in beta, but social media selling is skyrocketing. Debating products, sneaking a glance at what everyone else is doing/buying/wearing, finding the latest and the most hated, and the action — buying, is all happening on social media. 81% of Instagram users are researching products and services on the platform. Facebook and Instagram have capitalized on their audiences by incorporating sales options directly onto the apps.But those are not the only channels. 4.2 billion people use social media around the world. Twitter, TikTok, Pinterest, Snapchat and of course, Facebook are all getting a piece of the pie.
What this means for sellers: Utilize social media! It is essential to any e‑commerce marketing plan, and absolutely does work together with marketplace sales.
What you can do: On social media, interact with customers, educate, and show your product. Show your product in action, by different people and in different places. Capitalize on influencers – where the biggest gains of social media are – and have them post about your products.
Don’t ignore Amazon posts. Though it may not be popular, you can still expand your reach or at least stake your claim on the still-emerging platform.
- Eco-Friendly Conscience
Consumers are renewing their focus on sustainability, and the effects of our actions on the planet. Amazon’s Climate Pledge — a commitment to cut down carbon emissions, takes a clear stand to show customers that sustainability matters. And whatever Amazon does has ripple effects. Companies and governments are increasingly working to improve environmental practices.
What it means for sellers: This may just be one point for or against your competitor that will direct consumers to making a purchase. See how consumers value sustainable actions.What you can do: If your company is environmentally friendly, clearly post your sustainable practices. If your company is not environmentally friendly, consider what you can do to give back globally. Whether it is to donate to a cause, support a local organization, or change your packaging, there’s always a way to give back. See how Natural Heaven’s ecobox packaging is clearly attracting customers.
- Mobile Shopping
In 2021, more than 50% of page views are coming from smartphones. It is most often used to browse and research products, while the final sale is completed on desktop. Therefore, providing useful information can help close the sale.
What this means for sellers: Taking mobile shoppers into consideration is obligatory.What you can do: Make sure your website is optimized for mobile with a user-friendly interface that keeps it simple for buyers. Create an SEO and content plan that targets mobile browsers/shoppers where they are in the funnel.
- Delivery Right Now
Customers want their products immediately, and they’re only somewhat realistic with their expectations. Same-day delivery and curbside pickup are attracting customers. Target is expanding their Shipt service and Walmart is expanding their two-hour express delivery options. And, Amazon’s Prime Air — which uses drones to deliver orders in 30 minutes, plus the rise of delivery robot startups, means that delivery is only getting faster.
What this means for sellers: Same-day shipping is not a new concept, but as delivery and fulfillment technology evolves it will quickly become the expected norm.
What you can do: Use fulfillment services that ship your packages quickly and safely. Brainstorm whatever else you can do to get products to your customer faster.
- The bain of e‑commerce marketing
Being prepared to meet all these trends won’t help if you’re not ready to tackle the monster of the one-time buyer. A successful marketing plan needs to repeat buyers in the buyer cycle and the growth of e‑commerce competition has made this tougher.
Quick tips for acquiring repeat customers:
(Note: You’ll see the top brands following these tips in 2022 because competition is fierce across the board),- Customer Targeting
- Social Media Advertising
- Upselling And Cross-Selling
While the first three-pointers are always good business practices, the last pointer can only be utilized when you already have a customer. Though most companies don’t have enough data to do this successfully, some CRM systems include machine learning features to assist in cross-selling and upselling. Even if you don’t have the data, you can send offers for personal special days like a birthday and customer anniversary.
Bottom line.Success comes down to how you handle trends and incorporate it into your marketing. If you ignore it your brand reputation may falter, but if you embrace it, it can give you a stronger brand with greater profits.
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