Want to know what the top digital marketing trends for 2022 will be? You should—because whether you’re ready or not, digital marketing now accounts for 72% of all marketing efforts aimed at boosting our business strategy.
In this article, we’ll reveal the key trends that will make digital marketing a driving force in your company’s growth.
But first, let’s lay out some essential ground rules:
The world is now fully digital and virtual.
Most communications and interactions happen online.
Offline marketing has lost ground and relevance as digital marketing continues its rapid ascent.
The production cost of digital marketing is very low.
Campaign results are measurable and can be analyzed in detail.
You can optimize outcomes by leveraging marketing expertise and data analytics tools.
With these points in mind, it’s clear that a strong digital marketing strategy is crucial for business growth and increased sales of products or services.
However, digital marketing is constantly evolving—it never stands still.
Competition is fierce, and everyone wants a piece of the pie. Every company is in the game, whether they realize it or not.
To help you stay ahead, we’ve compiled a list of the top digital marketing trends for 2022.
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As in previous years, the article follows this format:
- Digital marketing trend
- Explanation
- Examples of this trend + project links
- How to use this digital marketing trend
- Tips for implementation
Ready to discover the digital marketing trends for 2022?
Let’s dive in!
Digital Marketing Trends 2022
Diversity and Inclusion
The first digital marketing trend for 2022 we’ll discuss is diversity and inclusion.
Above all, whatever you do and whichever channels you use, your digital marketing campaign must communicate with respect.
You might say your advertising and digital communications have always been respectful—and that’s likely the intention. But in reality, they may not have been 100% bias-free.
It’s easy for our digital marketing campaigns to reflect personal or team biases.
For example, if your creative team lacks women, you may have unintentionally used patriarchal language.
This applies to every aspect of your digital marketing narrative.
In 2022, the grace period is over for companies that still make these mistakes, even unintentionally.
From now on, one of the most widespread digital marketing trends—and one you can’t ignore—is adopting a communication style that considers minorities (without singling them out), and is mindful of gender, culture, and social diversity.
While this may seem trivial to some, it’s actually good for business: it broadens your market and expands your target audience.
Remember, using exclusive language only drives customers away from your brand.
Ultimately, it’s about showing respect and putting the customer first—which has always been at the heart of digital marketing.
Companies embracing these digital marketing trends
Billy Boy: Love Crossings
Digital marketing campaign by Serviceplan
Our first example is the campaign Serviceplan Germany created for Billy Boy condoms.
The goal was to remind people about the importance of safe sex. What stands out is the campaign’s cross-cutting approach, making sexual diversity and respect central to its narrative.
This project won a Red Dot Award in the Out-of-Home Campaign, Ambient Advertising category.
UNI-FORM FOR VOGUE
Digital marketing campaign by Ogilvy Taiwan for Vogue
The next example comes from Ogilvy, who led the advertising campaign for Vogue magazine.
This campaign centered on an initiative by students at Taiwan’s Banqiao High School, who challenged the need for gender-specific school uniforms.
They designed a line of gender-neutral uniforms to highlight the issue and propose solutions.
This project won a D&AD Award in categories including:
- Graphite Pencil / Branding / Tactical / 2021
- Wood Pencil / Photography / Fashion
- Wood Pencil / Direct / Integrated
- Wood Pencil / Branding / New Branding Schemes
- Shortlist / PR / Product Launch
- Shortlist / Graphic Design / Integrated
- Shortlist / Product Design / Inclusive
- Shortlist / Writing for Design / Integrated
A standout example of this digital marketing trend for 2022.
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FEMINICIDIO
Digital marketing campaign by Plano Estudio
Our third example of the 2022 digital marketing trend of diversity and inclusion comes from Colombian creative studio Plano Estudio.
This project aimed to raise awareness about violence against women in Colombia.
It included a virtual exhibition, a website, and campaigns across various media and social networks.
The project won LAD Silver in the Digital Design / Design for Good category.
Where you’ll see it
This digital marketing trend for 2022 will be front and center in advertising campaigns and marketing initiatives alike. It will become part of brand storytelling, helping audiences position brands socially.
Tips
The key takeaway: whatever you do, make sure your actions are genuine. Before launching, run your campaign through a few filters to avoid misunderstandings.
Sustainability and the Environment
Closely related to the first trend—but deserving its own spotlight—is the digital marketing trend of sustainability and environmental responsibility.
This is part of a global movement to raise awareness about overconsumption of resources and the lack of corporate accountability for environmental stewardship.
Starting next year, one of the digital marketing trends for 2022 you’ll see everywhere is messaging that puts sustainability and the environment at the forefront.
Your digital marketing should reflect this, seizing every opportunity to communicate your company’s commitment to responsible practices.
More and more, people—your audience and customers—are making buying decisions based on a company’s values. They don’t want to support businesses that don’t share their ideals, especially when it comes to this digital marketing trend.
Take the time to assess your company’s sustainability practices—what you’re doing well, and where you can improve.
Highlight your strengths in your digital marketing campaign. If there are areas to improve, share your progress once you’ve made changes. Anything you can’t fix yet, keep in the background until you can.
Companies embracing these digital marketing trends
AUDI E-TRON EVENT PRESENTATION
Digital marketing campaign by Interpark Bizmarket
First up, Audi’s launch event for its all-electric SUV range.
To reinforce the brand’s “green” image, the event was held in a fully sustainable, eco-friendly setting, using entirely reusable containers.
As we can see, brands are leveraging sustainability to attract customers and communicate values that society increasingly values.
This event won a Red Dot Award in the Vehicle Launch Tour category.
GREEN INSTRUCTIONS
Digital marketing campaign by Ogilvy Poland for LEGO
Our second example comes from LEGO and creative studio Ogilvy Poland.
This project received:
- Merit at ONE SHOW – IP & PRODUCTS
- Green Pencil at ONE SHOW – GREEN PENCIL
- Merit at ONE SHOW – EXPERIENTIAL & IMMERSIVE
A perfect illustration of this digital marketing trend for 2022.
THE LAST DAY PASS
Digital marketing campaign by Serviceplan Germany
Serviceplan’s campaign for the LAAX ski resort is another great example of this digital marketing trend in 2022.
The campaign’s main goal was to highlight the impact of climate change on the environment, showing what could happen to the resort if action isn’t taken in time.
This project won:
The digital marketing campaign was a huge success, offsetting 291,000 kg of CO2 emissions in just one week.
Where you’ll see it
You’ll see this digital marketing trend in all kinds of communications—from storytelling and imagery to web design. But perhaps the most tangible impact will be in packaging, where real results are visible.
Tips
This digital marketing trend is part of a broader ideology and lifestyle. As with the previous trend, authenticity is key—better to do nothing than try to mislead