9 Biggest Challenges for Online Marketing in 2022

2020 was hard on all of us. In 2021 we had to deal with its consequences and challenges keep arising. What have we managed to cope with so far and what’s awaiting in 2022?

1. IOS UPDATES

iOS 14 and 15 brought lots of unpleasant surprises. Now Apple users have to agree to device tracking in every app. Personalized ads do not reach more than 60% of the audience anymore. This led to a rapid increase in Facebook Ads and Google Ads costs. Marketers have to pivot their focus from volume to quality, from traffic to conversions.

2. PRIVACY LAWS TIGHTENING

A website can potentially attract visitors from any country, and you have to be compliant with its laws. It means being extremely transparent about cookies, data sharing and storing, and privacy. While this may be mainly larger businesses, the effects of GDPR and similar legislation may impact everyone. Better not push your luck.

3. MOBILE FIRST

This trend is old but gold. Statista data research agency estimates that there will be over 295 million mobile internet users by 2023, and almost 50% prefer mobile devices for shopping during big e-commerce sales . So today a mobile-friendly approach is a necessity rather than an advantage. Ignoring this will leave you behind.

4. OMNICHANNEL MARKETING

It was one of the buzzwords of 2020 and remains relevant. The Omnichannel Statistics Report claims that using at least three channels for campaigns brings 287% more sales than a single channel scenario. It’s no longer enough to focus all your efforts on a single strategy such as email or Facebook. For example, more and more brands will keep adopting browser push notifications in 2022.

5. CONTENT TRENDS

The internet is driven more and more by visuals. Content that will be especially popular in 2022 includes short-form videos, live-streaming content, podcasts, and Instagram and Facebook stories. However, don’t underestimate text content either, especially for website SEO optimization. Google’s adopted an increased focus on the user experience. If you want to rank well in 2022 and beyond, you need to develop high-quality, user-focused content that answers questions and provides as much value as possible.

6. MARKETING TOOLS COMPLICATION

Perhaps it is not just the complexity, but the rate at which these crucial tools get ever more complex. User expectations across such key areas as social media and SEO increase so fast that you need to keep learning just to stand still. For example, Facebook's interface has got even more complicated after the company’s rebranding to Meta. Good to know that such user-friendly networks like Galaksion still exist ;)

7. AD FATIGUE AND BANNER BLINDNESS

It’s no secret people are tired of ads. Especially after the post-pandemic digital boom. 763.5 million people worldwide use ad blockers to avoid ads. Today marketers have put more effort into testing creatives for new campaigns than ever before. Many affiliates turn to formats that are less disruptive for users. In our network these are Native ads and On-Page Notification. They do not look annoying and seamlessly blend in with the design of the web page it is published on.

8. LACK OF TRANSPARENCY

Collecting data is getting harder year to year. We are stepping into the cookieless world with increased privacy. All of this will have a significant impact on measuring ad campaigns performance. Those who had high hopes for Facebook will have to introduce local strategies to understand a purchase intent and collect first-party data. 2022 might be about predictive modeling and machine learning helping to identify patterns and attempt to predict customer behavior.

9. SEARCH ENGINES AND NEWSFEED ALGORITHMS

There are 1.7 billion websites. To compete, you need to pay close attention to the latest features released by the search engine giants. The big issue for SEO in 2022 is going to be unique and truly useful content since for the majority of keywords there is more content than people searching.

The same goes for social media. Policy changes will alter the way people interact on those platforms. Facebook has pulled political ads. TikTok has an uncertain future in the United States. One must closely watch the calls for regulation.

All in all, both webmasters and advertisers are about to face an interesting and challenging year. Keep it up and always make sure you are in the loop! And if any questions arise, you know Galaksion managers are here to guide you ;)

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