As the digital marketing landscape becomes increasingly intricate, marketers need to stay ahead of the curve. Beyond established strategies like SEO, PPC, branding, and UX, they now face emerging social platforms, evolving regulations, and the need to balance content, automation, and personalization. To understand the dominant forces shaping the industry, we gathered insights from 30 marketing experts on the most impactful strategies for expanding reach, boosting visibility, and driving revenue in the coming year. This is what emerged as the top 10 digital marketing trends of 2022.

You might also find value in exploring our compilation of 19 top-performing marketing strategies for 2022.

Noteworthy Digital Marketing Trends in 2022

The initial trio of trends represents more nascent developments that might not be immediately applicable to every business. Nevertheless, they highlight the trajectory of the industry. While creating a $600,000 NFT GIF might not be on your immediate agenda, staying informed about these trends is crucial. Moreover, the rationale behind them can provide valuable insights for refining your current strategies.

1. Entering the Metaverse

Our focus here extends beyond Facebook, encompassing the broader virtual realm of augmented reality, virtual reality, 3D holographic avatars, and video. This isn’t about isolated experiences like gaming but a persistent virtual environment where individuals can work, play, and connect.

Image source Patrick Casey, director of growth marketing at the digital health company Felix Health, emphasizes the compelling reasons behind the metaverse’s buzz and urges brands to incorporate this virtual space into their 2022 marketing blueprints. This is partly due to the metaverse’s potential to usher in an entirely new era of performance measurement. “Marketers will gain the ability to experiment with metrics like the duration virtual objects are held, the amount of space they occupy in a user’s peripheral vision, and even where users focus their gaze when encountering an ad,” he explained. “These insights hold the power to completely reshape our understanding of audiences, providing invaluable guidance for future strategies.” Kent Lewis, president of the digital marketing agency Anvil Media, concurs that many brands will test the waters of virtual worlds in 2022. He notes that although widespread consumer adoption of the metaverse might be a few years away, early adopter brands can still gain a significant advantage.

2. Navigating Non-Fungible Tokens (NFTs)

Beyond deciphering their place in the metaverse, brands must also increase their experimentation with blockchain technology in preparation for Web 3.0, the next iteration of the internet characterized by greater decentralization, according to Zach Passarella, marketing director at the nutraceutical company Supplement Manufacturing Partners. “The groundwork laid today will yield returns in the near future as the web transitions into this new realm beyond 2022,” he remarked. A trending facet of blockchain is non-fungible tokens (NFTs). Non-fungible signifies the inability to exchange something for an item of equal value due to its unique nature. The U.S. dollar, for instance, is fungible – a $100 bill can be exchanged for five $20 bills. Conversely, your grandmother’s wedding ring, being non-fungible, cannot be traded for something of equal worth due to its inherent sentimental value. NFTs are essentially digital counterparts of non-fungibles, representing uniquely created digital assets like animations, graphic designs, GIFs, audio/video files, or even memes, existing on a blockchain. With brands like Campbell’s, Charmin, and Coca-Cola venturing into NFT collectibles last year, Jeff Mains, CEO of the consulting firm Champion Leadership Group, emphasizes that the time is ripe for brands to explore how to leverage these digital assets and avoid being left behind.

Furthermore, as partnerships like the one between Adidas and NFT collections like the Bored Ape Yacht Club emerge, Faizan Fahim, marketing manager at the cloud hosting company Breeze.io, predicts an increase in such collaborations. He also foresees brands beginning to sell or distribute their own NFTs as a means to build community among their customers.

3. The Rise of Cryptocurrency

Similarly, we anticipate the continued growth of cryptocurrencies in 2022, prompting astute marketers to monitor this trend toward decentralized finance. While still confined to a niche audience in the U.S., adopting cryptocurrency now could help brands tap into new customer segments, provided the demographic alignment is right, according to Andrea Chapman, marketing manager at the cannabis information platform Nature and Bloom.

“Cryptocurrencies are driving significant transformations in the realm of payment processing, impacting major players like Visa, PayPal, and MasterCard,” added Shaun Heng, vice president of growth and operations at the price-tracking website CoinMarketCap. “This has profound implications for how companies interact with their customers, and marketers will be keen to capitalize on the potential for expanded demographic reach.”

Continuing Digital Marketing Trends in 2022

These next two trends should resonate with most marketers. It’s likely you’re already implementing them to some extent, and continuing to do so is highly recommended.

4. Prioritizing Zero & First-Party Data

With Google’s deadline for phasing out third-party cookies still a year away, 2022 becomes a pivotal year for data and privacy. “Many skilled marketers haven’t fully grasped that their audience, in essence, belongs to platforms like Facebook, Twitter, Instagram, or any other social network they utilize,” stated Brian Snedvig, CEO of Jofibo, a company that assists job seekers in crafting resumes and cover letters. “You lack direct control over them. Therefore, 2022 should mark the year you prioritize owning your audience.” This necessitates brands adopting data collection practices that prioritize consumer privacy. “Ensure your 2022 campaigns contribute to building first-party data, reducing your reliance on external data sources,” advised Dan Close, CEO of real estate firm We Buy Houses in Kentucky. Effective options include email, newsletters, social media engagement, and CRM tools. Zero-party data, obtained directly from consumers through online interactions like surveys, also holds significant value, according to Michelle Ebbin, founder of clothing brand Jettproof. “Although it demands more upfront effort, the data marketers gather directly from their customers can be instrumental in crafting highly personalized and tailored campaigns,” emphasized Justin Smith, CEO of digital agency OuterBox.

Furthermore, brands need to ensure their agency partners “have a well-defined strategy for ad placement and measurement following the shift away from third-party cookies,” Close added. Marketers can also delve into Google’s Privacy Sandbox to uncover innovative approaches for accessing consumer insights without compromising privacy, Ebbin suggested.

5. Implementing Supply Chain Buffering

While the 2021 holiday season might be behind us, headlines continue to highlight supply chain disruptions and their detrimental impact on the customer experience. To mitigate this, Chelsea Cohen, co-founder of Amazon inventory management platform SoStocked, recommends aligning marketing objectives with available stock capacity. Moreover, brands stand to benefit from maintaining a 30-day buffer stock. “Your buffer stock, essentially your backup inventory, acts as a safeguard against stockouts during unforeseen surges in demand,” Cohen explained. “It guarantees sufficient product availability to meet shipping deadlines, preventing customer frustration due to extended waiting periods for restocking.”

Digital Marketing Trends to Experiment with in 2022

These two trends are easily adoptable, regardless of your business’s scale.

6. Embracing Social Commerce

2021 witnessed retailers, from giants like Walmart to luxury brands like Saks, experimenting with social commerce on platforms like TikTok and Instagram. This trend is poised to gain momentum in 2022 as brands strive to shorten the path from product discovery to purchase. “It empowers marketers with an entirely new avenue for showcasing their products to potential customers,” stated Steve Pogson, ecommerce strategy lead at ecommerce firm FirstPier. However, this 2022 marketing trend isn’t exclusive to major corporations. Jena Joyce, CEO of the clean skincare brand Plant Mother, reported a 100% surge in revenue and a 1280% increase in referral traffic after implementing an Instagram shop in November 2021.

“As a budding brand lacking the substantial advertising budgets of larger beauty conglomerates, Instagram shopping proved to be a lucrative alternative to paid advertisements,” she revealed.

…Particularly, Leveraging Shoppable Livestreams

Livestream commerce also presents significant potential. Rob Illidge, CEO of social media agency Social Republic, highlighted that consumers spend three times longer engaging with live videos compared to pre-recorded content, contributing to the surge in platforms investing in what he estimates to be a $70 billion market. The pandemic further fueled the growth of livestreams by offering a safe and convenient alternative to in-store shopping experiences. Jeff Moriarty, marketing manager at Moriarty’s Gem Art, a jewelry brand, shared that they initiated shoppable Facebook and YouTube live videos in 2021 to showcase products, address customer queries, and, of course, facilitate purchases.

“Our livestream show now consistently attracts over 1500 viewers,” he said. “Beyond fostering engagement with our customers through social media and YouTube, it has generated substantial sales.” In November 2021 alone, Moriarty’s company generated $30,000 in revenue from its livestream show.

7. Crafting Simple and Impactful Content

While content marketing has long been a cornerstone of digital strategies, 2022 will witness marketers embracing simplicity and clarity in their content creation. “The internet is inundated with content,” noted Hilda Wong, founder of content agency Content Dog. “Your target audience is bombarded with choices, making it imperative for your content to stand out and capture their attention.” How can brands achieve this? The key lies in concise and impactful messaging. “Clarity is paramount in content creation,” she emphasized. “It doesn’t need to be convoluted. It should resonate with a broad audience. Clear and concise content yields wider reach and engagement.”

Tim Clarke, director of sales and marketing at SEOBlog.com, echoed the sentiment, urging brands to prioritize delivering valuable experiences to their audience through simple and digestible content. “The digital landscape in 2022 will be driven by algorithms, compelling brands to provide a user experience aligned with customer preferences; otherwise, their content risks fading into obscurity,” he cautioned. “The sheer volume of information online makes it challenging for users to process everything. Consequently, delivering informative yet straightforward content will be a key differentiator.”

Crucial Marketing Trends to Prioritize in 2022

These trends are non-negotiable and demand immediate attention.

8. Embracing Sustainability & DEI

Brand values have taken center stage in recent years, becoming increasingly crucial for consumers, and this trend will persist in 2022. Laurel Mintz, CEO of marketing agency Elevate My Brand, emphasizes the importance of incorporating transparency about sustainability (explore green marketing tips here) and DEI (diversity, equity, and inclusion) initiatives within brand messaging.

“For these values to resonate as authentic, they need to be deeply ingrained within the company’s DNA, permeating all levels of operation,” she stressed. This could extend to collaborating with nonprofits. David Bitton, CMO of rental management platform DoorLoop, suggests that brands can expand their customer base and drive positive change by partnering with relevant nonprofits. “It’s a mutually beneficial scenario where companies contribute to humanitarian endeavors while enhancing their brand image and reach,” he stated. “However, mere vocal support for NGOs is insufficient… consider exploring affiliate marketing, allocating a portion of revenue or profits to the organization, or incorporating corporate funding into your marketing strategy.”

Talyah Regusters, assistant account manager at digital marketing agency LMR Marketing,, cited data from Google’s 2021 Year in Search report, revealing that consumer interest in “conservation methods,” “climate change impact,” and “sustainability” has reached unprecedented levels. “If your company or product aligns with these concerns, 2022 is the time to embrace and champion them,” she urged. Research shows consumers are prepared to align their spending with their values, opting for brands that genuinely reflect their beliefs. Or, as Kevin Froehlich, paid media manager at the agency Duckpin, succinctly put it, “A company’s actions are now as important as its products or services.” He highlighted Lego’s recent donation to the German Red Cross to support the construction of kindergartens and a family aid center in a flood-ravaged region of Germany as a prime example. “It’s heartwarming to know that my unwavering Lego purchases contribute to making the world a better place,” he added.

9. Promoting Gender Neutrality

2021 witnessed brands like Old Navy and Pacific Sunwear introducing gender-neutral clothing lines. This trend toward inclusivity shows no signs of abating.

In fact, Damien Buxton, managing director of web design firm Midas Creative, anticipates more brands moving away from traditional gender stereotypes in their marketing efforts to avoid alienating potential customers. “The composition of households and individuals is evolving, and marketing needs to adapt,” he remarked. “We’ll see a shift toward more gender-neutral messaging, moving away from preconceived notions about gender identity and targeted advertising.” Stewart McGrenary, director at mobile recycling comparison platform Freedom Mobiles, emphasized the growing importance for brands to “authentically represent diverse backgrounds in their marketing” as populations become increasingly diverse. Showcasing individuals from various backgrounds who reflect the lived experiences of their target audience fosters a sense of representation and connection, making the brand more appealing, added Nathalie Walton, CEO of wellness app Expectful.

10. Prioritizing Accessibility

We can also anticipate greater emphasis on accessibility from brands, following examples like department store JCPenney, which launched an inclusive children’s clothing line featuring adaptive pieces for children with disabilities last year.

Consultant Svetlana Kouznetsova, who specializes in assisting businesses in enhancing their accessibility strategies, highlighted that nearly two billion people globally live with disabilities, controlling $1.9 trillion in disposable income. “Ignoring our needs translates to lost business opportunities, not just from us but also from our families, friends, and colleagues, representing an additional 3.4 billion potential customers,” she emphasized. “Collectively, we represent $13 trillion in spending power.” Carter Seuthe, CEO of Credit Summit Payday Loan Consolidation, echoed the sentiment, stating that prioritizing accessibility “broadens your target audience and introduces your products to individuals who might not have considered them otherwise.”

Recap of 2022 Digital Marketing Trends

While some of these trends might be more readily implemented by your business than others, it’s essential to view them as guiding principles for future strategies. Remember, the earlier you adapt, the better positioned you’ll be. Your current year’s marketing plan should always have an eye on the years to come! As a reminder, here are the top digital marketing trends for 2022:

1. The Metaverse
2. Non-fungible tokens
3. Cryptocurrency
4. Zero and first-party data
5. Supply chain buffering
6. Social and live stream commerce
7. Simple content
8. Sustainability and diversity, equity, and inclusion (DEI)
9. Gender neutrality
10. Accessibility Looking for more insights on trends?

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