Millennials Shaping the Future of Online Marketing

The latest data from HubSpot reveals the following:

  • 76% of businesses have adopted, or are planning to adopt, digital marketing tactics.
  • 75% of businesses feel their marketing strategies will change significantly in the next five years.
  • 60% of businesses feel their marketing strategies need to change to attract and retain customers.
  • 50% of businesses are less inclined to advertise on TV compared to other media.
  • 45% of businesses feel that social media influencers are useful marketing tools.
  • 43% of businesses would like to use video content in future marketing campaigns.
  • The top three digital marketing tactics are; SEO, paid social media marketing and content marketing. (Source: HubSpot)

It is well known that Generation Y grew up in an era of digital exploration and experimentation. We were introduced to the internet at a very young age and it has undoubtedly shaped us as individuals, as well as, as a society.

If you are reading this, it’s most likely that you are a millennial. (Definition: Someone born after 1980.) Whether you like it or not, you belong to this vibrant and innovative generation.

What is perhaps less well known is that our digital explorations and product adoptions have now been translated into entrepreneurial endeavours. Many of the world’s biggest and most successful companies were founded by millennials. (Note: Many business owners and marketers incorrectly attribute the creation and growth of many successful companies solely to the internet and social media. While these platforms play an integral role in the success of many businesses, the real’secret’ ingredients are; 1) smart marketing and 2) hard work. As millennials continue to dominate the workforce, the world of business will change significantly. What will be the most disruptive marketing trends in 2022?

1. AI (Artificial Intelligence) will continue to shape the future of marketing.

If you’re a marketer, you’ll undoubtedly be hearing a lot about artificial intelligence (AI) in the near future. Google, Amazon and Apple are all investing heavily in AI and the business world is beginning to feel the effects. (Source: Venturebeat, Fortune)

AI is being used to analyse big data, to interpret our behaviours across devices, to provide real-time feedback and to create customer experiences that are more intuitive and personal. (Source: MarketingCharts)

AI isn’t just about replacing humans in the marketing process. It’s about augmenting humans. When you combine human creativity with machine learning, the results are exciting. (Source: HubSpot)

2. Video content is on the rise.

With video content making its way into almost every digital marketing campaign, marketers are adapting to this new platform. Not only is video easily shareable on social media, but customers also have the option of watching videos on devices such as tablets, smartphones, and laptops. (Source: HubSpot)

In the next five years, we’ll see a lot of video content.

Whether you like it or not, you’ll be seeing a lot more video content in your Facebook newsfeed. In 2022, Facebook is expected to overtake YouTube as the world’s second-largest social network. (Source: Statista, HootSuite)

Marketers are also using video content for their marketing campaigns. According to HubSpot, videos can be used to explain a product or service, showcase the personality of a company or just entertain the viewer.

The rise of video content isn’t accidental. With platforms like YouTube creating a space for anybody to easily share their content and social media users favouring short, snappy videos, it’s clear that video is going to be essential in everyone’s life in the near future.

3. Product research will change the way we do business.

The internet has enabled us to perform extensive research into practically any subject you can think of. Thanks to a combination of Google and Wikipedia, if you have a question, you can usually find the answer you’re looking for. (Source: HubSpot)

This trend of people doing their own research is also being applied to the discovery of new products. Many businesses now exist to help people discover the products they love using via online marketplaces. For example, Amazon’s website allows customers to research products and compare prices, while eBay gives users the option to discover products by reading buyer reviews or using their ‘Auction Finder’ tool. (Source: HubSpot)

Product research will become even more important as businesses and marketers dive into using bigger datasets to predict purchasing behaviours. With large companies like Target, Netflix and others building their own internal marketing software, we’ll see more marketers embracing data and technology instead of relying on hunches.

4. Personalised service will be at the forefront.

Thanks to the internet and social media, customers have the ability to have a much closer relationship with businesses and marketers than they have in the past. (Source: HubSpot)

While you might think that the internet and social media would result in more one-directional communication, personalised service is becoming even more important.

If you’ve ever shopped at Nordstrom, you might be familiar with their ‘Magic Basket’. The retailer’s ‘basket’ service is where customers can purchase a variety of items, including shoes and accessories, all at once and have them delivered to their homes. In the future, we’ll see personalised shopping experiences, whether it’s through email or text messages reminding shoppers of items they’ve expressed an interest in. Businesses and marketers will also find that gaining a better understanding of their customers’ needs, wants and behaviours propels them into more targeted marketing and offers more relevant products.

5. Remote working will become the new normal.

The rise of the world’s wealthiest entrepreneur shows how the ability to work remotely can be highly beneficial. While there are obvious perks to working remotely, such as being able to work when and where you want, it also means fewer distractions. (Source: HubSpot)

Remote working isn’t a new concept, but it’s one that will continue to grow in importance. In 2022, more and more businesses will be operated remotely by teams across the globe, led by someone with a strong leadership presence. (Source: Taulia)

Thanks to the increasing speed and reliability of technology such as the 4G LTE network and virtual private networks (VPNs), individuals and businesses will be able to work remotely with ease. The increase of remote working will also result in fewer office environments and more people shopping online instead of in-store. Overall, the rise of the internet and social media means that businesses will have to adapt and change the way they operate if they want to stay relevant.

It’s clear that the way we consume content and the products we use have changed, as have the ways businesses operate. With the future of marketing firmly rooted in technology and innovation, what will marketers need to succeed in 2022 and beyond?