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5 Marketing Trends You Should Know About in 2022

Updated: Jan 10

We’ve firmly entered the second half of 2022 and as we reflect on the last 6 months, there are a few marketing trends we’ve identified that brands should be aware of and look to incorporate into their own strategies.

1. Personalisation Through AI

AI has become so sophisticated in recent years, that algorithms are able to give customers unique user experiences tailored to their needs, wants and behaviours to reduce friction points and increase chances of conversion. More brands are adopting and applying this technology to their eCommerce platforms in order to filter results and show customers content that is most relevant to them, this also benefits the customer by providing them with a better user experience thus creating a better perception of your brand in their mind.

2. AR/VR

“Ads” they’ve almost devolved into curse words for those that are outside of our industry, interrupting everywhere, all the time. It’s for this reason that brands and marketers are being forced to think outside of the box to get their audiences' attention - queue virtual and augmented reality. From makeup to clothing brands, and even sports organisations, we’re seeing more and more innovative campaigns that are leveraging this technology. L’Oreal’s Match Your Shade campaign allowed shoppers to test their new range of lipsticks from home using an augmented reality filter and share the image on social media with the brand’s watermark. Not only was this a covid-friendly strategy to get people to try their lipsticks, but also a fun way for shoppers to engage with the brand and bring awareness through their organic reach on social media. We at Angle Orange ran a cool VR campaign for Reebok a few years ago, check it out here.

3. Experiential Marketing

A pop-up stand with a couple of testers at a grocery store is no longer going to cut it if you want to create stand-out for your product. Now brands are hosting immersive live experiences in order to foster a real connection between the brand and their customer. Due to the pandemic, the nature of these events changed, and brands found a way to deliver a similar effect through online broadcasting platforms, which in many cases had the added benefit of opening them up to a larger online audience. It is this type of marketing that creates organic brand advocates who by word-of-mouth or via their own platforms can act as an additional marketing avenue.

4. Raw, Relatable Content

With social media marketing on the rise, audiences are gravitating toward brands that have a more human-like presence online, over the sanitised corporate image that we’ve grown accustomed to over the years. Across the pond, a once little-known commercial airline called Ryanair gained popularity on social media through tongue-in-cheek videos, hopping on viral trends and their comedic, pop culture news commentary. Other brands such as language company Duolingo and American fast-food chain Wendy’s have also taken this approach which has garnered them millions of followers. On the local front, Nando's is spearheading this movement with quick-witted ‘clap-backs’ on Twitter and iconic TVCs.

5. Micro/Nano Influencers

Tik Tok’s ever-growing popularity has brought with it the rise of the micro/nano influencer. Gen Z and millennials are no longer looking solely at Hollywood for their source of entertainment. Instead, there’s a new wave of creators who identify more closely with the lived experiences of their audience. These lesser-known influencers have built their online community on trust and know that recommending a product they don’t actually believe in could damage the relationship with their audience, making it more believable to that audience when they do decide to endorse a product. They also use their own creativity to market brands in a way that aligns with their online persona, providing fresh original content that the brand can re-share, which also gives the influencer more exposure – it's a mutually beneficial partnership. Keen to see what we're talking about, have a look at the #iamOriginal88 campaign we created with adidas and Studio 88 to activate the power of micro-influencers for the brand below.

Looking to see how you can incorporate one of these trends into your latest marketing campaign? Contact us here.


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