When asked what my job entails, I always say, “Inbound Marketing is a lot of things.” Inbound Marketing, to me, is more than just a collection of activities aimed at attracting, enriching, and converting leads into customers. Inbound Marketing is also a way of thinking and doing business online.
But what will Inbound Marketing look like in 2022? What trends should you be aware of, and how can you use them to your advantage? Here are my picks for three megatrends to watch in 2022.
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Not a surprise! Marketing Automation has been highlighted in previous years inbound marketing trends. Despite the fact that Marketing Automation is not a new concept for most Thai marketers, it is a trend that we must not ignore.
Most businesses have gradually begun to recognize the value of automating efforts, whether in the email channel, sales / service automations, push notifications, or something else. However, it is expected that in 2022, we will see even more data-driven campaigns spanning multiple digital channels. This enables you to personalise the user journey across touchpoints and serve the appropriate content at the appropriate time. So perhaps it’s time to consider how you can expand your automation setup to provide even more value – not only in terms of saved internal hours and resources, but also to the recipients, who have a better experience with your brand. Perhaps the welcome flow should be personalised based on behavioural data? Or is it possible that your lead scoring model will need to be expanded in 2022? Or how about an abandoned basket flow that is optimised for conversions? Only your imagination limits you.
AI Powered Marketing
Artificial intelligence (AI) is playing an increasingly important role in digital marketing setups. With AI, we can automate more and more tasks, from recommendations to keywords, search rankings, and customer online behaviour prediction. Several major platforms, including Microsoft Dynamics, ActiveCampaign, and Klaviyo, are expanding their setup to include AI-based features for inbound marketing. These can include predictive sendings, which send emails based on when a recipient is most likely to open them. It can also be predictive content, which adapts content elements in emails with images and text to fit the recipient’s profile perfectly.
Data focus when third-party cookies crumble
Google tracking on third-party cookies will be discontinued in the near future. However, what does this mean for you? Tracking users is a necessary part of the job for marketers and advertisers. We won’t be able to target content based on online behaviour unless we have this data. As a result, it’s time for a paradigm shift: get rid of third-party cookies and replace them with first-party data. Perhaps you’ve heard of zero party data? In this section, the user submits direct data to the company, such as Google, Facebook, and so on. This methodology has long been used in inbound lead generation, but with changes coming in 2022, it will gain even more traction. Take the time to create clever and appealing campaigns that will help you fill your database with zero-party data – gamification, surveys, content, and so on. Also, remember to prepare your CRM / CDP / MA platform to store this data in a secure manner in the future.