2021 was a groundbreaking year for digital marketers. iOS 14.5 and 15 impacted our tracking abilities, TikTok blew up, Facebook crashed for a day, and brick and mortar stores started to reopen and welcome in-person shoppers after their pandemic hiatus. It felt like every week there was a new marketing challenge to overcome. So if you’ve been feeling anxious about the future of the digital world, know that you’re not alone.
As much as we’re looking forward to putting 2021 in the past, we anticipate the same level of chaos in the digital sphere (if not more) in 2022. But this time around we can be a bit more prepared. If the past two years taught us anything, it’s that things can quite literally change overnight; and that’s become the new normal.
On a more positive note, there are plenty of ways in which we can prepare in order to enter 2022 well-equipped for any curveballs headed our way.
Starting With Email Marketing…
You may have noticed that since iOS 15 rolled out, your open rates haven’t changed as much as predicted. This is because Apple just pulled iOS 15.1 out of beta on October 25th, and users have been slow to download it. We suspect that download rates will increase over the next few months and users will opt into Mail Privacy Protection more rapidly, which will ultimately impact your open rates. In order to prepare for this, we recommend further reliance on click-through and conversion rates and making SMS a standard practice in your strategy. See more tips in our blog post all about iOS 15!
The Growth Of Social Commerce
73% of businesses are already using social media to directly sell their products, and this number is expected to grow throughout 2022. When scrolling through social media, shoppers are much more likely to make a purchase when they can complete the transaction in the app. If your products aren’t listed on social media, 2022 is the time to do so! Most integrations can be done easily through Shopify.
A current buzzword in the digital marketing world is “Dark Posting.” Dark Posting is when a brand’s ad is being delivered by an influencer, rather than under their own handle. Since these are just advertisements, they do not appear on the influencer’s organic feed. Customers tend to trust real people, specifically people they recognize, over brands, so dark posts have proven to be incredibly successful thus far.
Additionally, user-generated content has recently become the focus of a ton of social media ads (even when posted on the brand’s account.) Even though the brand account is linked to it, seeing a genuine fan of the product talk about it is incredibly convincing. To learn more on how to gather and make the most of user-generated content, check out our blog post on it!
Shop Now, Pay Later
69.7% of all online shopping carts get abandoned. Though there are numerous reasons why people choose not to follow through at checkout, a common one is an issue with the payment process. This could be the additional fees making the price too high, limited payment options, or the necessity to create an account with the brand. In order to lower your abandoned cart rate, it’s imperative that you make the checkout process quick, safe, and full of options.
One of these options should be to pay in increments. This can be through Klarna, Shop Pay, or a different plug-in, each of which can easily be integrated into your Shopify store. These options are growing in popularity and important to include in 2022!
Work With A Marketing Agency
We might be a bit biased, but why hire one in-house marketer when you can work with a whole team of experts? At Pirate Labs, we keep up with the latest trends and updates in the marketing world so our clients don’t have to. We treat each business like our own and help yield tremendous growth in traffic, conversion rates, and revenue.