2 minute read
DIGITAL
Two key digital marketing trends to know about in 2022
by Stephen Hughes, Chief Marketing Officer - R6 Digital
Digital marketing is a fast changing industry and it can be challenging to keep up. 2022 is shaping up to be no exception with some big changes ahead. Here are a few of the key trends that you should be aware of to ensure you stay competitive in the digital marketplace.
1Mobile website experience is more important than ever
The 2021 Storage Marketing Index published in May saw that compared with 2020, more customers will engage with your website from a mobile device than from desktop.
There were also recent changes to Google’s organic search algorithm which have made mobile website load speed a core ranking factor which you need to get right if you want to appear in one of the top spots in Google search.
What can you do about this?
l All of the core pages on your site should be optimised for mobile devices, this means you may need to have a unique mobile experience. l Call to action may be different on mobile compared to desktop, watch to make sure that they are still effective on a mobile device. l Ensure the mobile page load speed is under two seconds, aim for 0.5 of a second.
2Prepare for the ‘cookiepocalypse’
Cookies are like the internet breadcrumbs that allow websites to know who you are and where you have been online. On your own website you would use ‘first party cookies’. These cookies can only be read by your website and are important for your website to function properly. The good news is that these cookies are going nowhere. ’Third party cookies’ however have been disappearing gradually and Google has announced that Google Chrome browser will discontinue third party cookies in 2023, which will be the last bastion of these cookies gone.
How does this affect your marketing efforts?
l Retargeting of clients or cart abandonment can no longer be done through cookies l The most common attribution models like ‘last click attribution’ which tell you where your customers came from will become less accurate and effective. Digital marketers will turn to the next best choice, modelled attribution methods, but these need to be trained to be effective.
What can you do about it?
l Develop a ‘first party data strategy’ to leverage customer data such as emails and mobile numbers for targeting or retargeting marketing campaigns. l Work with a team that knows its attribution modelling – there's work to be done now while you still have last click running to avoid a sudden drop in performance when you are forced to switch in 2023.
These two key points are big ones, but still the tip of the iceberg. The digital marketing landscape will continue to change and evolve at a breakneck pace. It is important that you or your digital marketing agency are well versed with what is coming and be prepared to adapt to ensure that you remain competitive when potential clients are looking for storage solutions. l
