Omolara Dada wrote and contributed this article to TechCabal. Omolara is a marketing communications expert.

2022 saw a significant shift in the marketing landscape, with social media’s rise and online presence’s increasing importance. Traditional marketing strategies have had to evolve to keep up with these changes, and many businesses have had to adapt their approach to stay competitive. As a result, marketing is now more dynamic than ever before.

Influencer marketing

One of the biggest trends of 2022 was influencer marketing. This strategy involves partnering with famous individuals or celebrities to promote a product or service. By leveraging these influencers’ large and engaged followings, businesses could reach a wider audience and drive significant traffic and sales.

Here are some of the reasons why influencer marketing has gained momentum:

• Persuades audience: Influencers have a loyal fanbase, meaning they can sway audiences instantly. Many brands opt for influencer marketing to attract diverse audiences to their products.
• Increases trust: Influencers use social media applications to promote or advertise products or services. Therefore, many brands opt for influencer marketing to increase brand awareness and amplify their social media presence.
• Supports content strategy: Influencer marketing is best suited for filling the gaps in content marketing strategy.

Content marketing

Content marketing continued to be a highly effective strategy for companies to engage with their customers and build their brands. This year, many businesses used various content styles, including blog posts, newsletters, and infographics, to connect with their audience and establish trust and credibility. This approach allowed them to provide valuable information to their customers and establish themselves as thought leaders in their industry.

One of the key benefits of content marketing is that it allows businesses to share valuable information with their audience without coming across as overly sales-oriented. By providing useful and engaging content, companies can establish themselves as experts in their field and build trust with their audience. This, in turn, can lead to increased customer engagement and loyalty and improved brand recognition and credibility.

Video marketing

Video marketing is another trend that gained traction in 2022, with TikTok, a short-form video content platform, becoming insanely popular after the 2020 global lockdown. This shift in consumer behaviour made video an effective way for businesses to grab attention and convey information personally and visually.

By creating engaging and shareable videos, businesses could connect with their audience on a deeper level and effectively promote their products or services. Furthermore, video content is a versatile medium that can be used in various ways, such as product demonstrations, instructional videos, and customer testimonials. As a result, video marketing has become an essential part of many businesses marketing strategies.

Overall, the key to success in marketing in 2022 was the ability to adapt and stay ahead of the curve. By embracing new technologies and utilising data to create personalised experiences, businesses were able to effectively reach and engage their audience.

As we move into 2023, it will be interesting to see how the marketing landscape continues to evolve.