Advertiser budgets are shifting from iOS to Android. Users perceive Youtube as a search engine. Manual bid management strategies are becoming a thing of the past. We tell you what other trends of the past year smoothly flowed into 2022.
1. Advertising automation
Machine learning is gradually permeating all advertising technologies. The main trend of the year is advertising automation. It is supported by Google.
Google Ads has launched Google Performance Max automated campaigns: the system itself determines which advertising channels to display ads on and distributes the budget between them based on performance.
2. Changing the Role of the Context Specialist
Advertising systems have become smarter and have taken over the fine-tuning of advertising campaigns. Manual bid management strategies are gradually fading into the background.
Advertisers are increasingly using contextual advertising automation systems, such as K50.
This made contextual advertising specialists happy: instead of boring routine work, they can now devote themselves to solving strategic tasks: building hypotheses, analyzing the product and campaign effectiveness, developing a promotion strategy, planning tests and generating new ideas.
3. Expansion of the range in all ways
Marketplaces have firmly occupied the first places in the search, and competition between online stores for the rest of the places on the first page of the search is getting tougher.
There is a fight for every user request. To increase your chances of attracting more additional traffic, you need to optimize and relink as many pages as possible, increase the assortment on the site, create tagged pages in the directory.
Creating tagged pages signals to the user that you can meet their demand for a particular popular product or service.
In addition, tagged pages help to speed up the conversion from a visitor to a client and avoid setting up additional filters when searching for a particular product on a website page.
4. Expert Content
SEOs used to fill text with a huge number of keywords, but today this strategy does not work. Everyone has already understood that site visitors close a page that is not useful, and this negatively affects behavioral factors.
Search engine algorithms pay more and more attention to the compliance of the site with the EAT criteria - expertise, authority, reliability. The presence of quality content plays an important role in ranking website pages in search engines.
Therefore, if the author of the material on your site is a specialist, be sure to give a link to his profile, list achievements, post certificates, inform about education and advanced training courses, etc.
5. Working with messages
Instagram users are increasingly turning to Direct with questions, hoping to get a timely and useful answer there. In addition, they often post screenshots of correspondence on social networks, where they describe the experience of communicating with the brand and negative feedback if something went wrong.
To reduce negative mentions of your brand as much as possible, consider all possible problematic situations with your customers and make a plan for responding to them.
In 2022, it is not enough for an SMM manager to answer “we have referred your question to specialists, we promise to help you sort out the situation soon.” He needs to show empathy and really help the buyer.
Think about how you can reward the buyer if something went wrong: if you didn’t manage to bring the order on time, offer free shipping and a promotional code for the next purchase. Remember that your reputation depends on the speed of response to a client’s request.
2021 can rightfully be considered the year of TikTok. Brands that were the first to master this platform are now using it as a sales channel and a source of millions of hits.
The lively and imperfect video format on the social network has forced brands to rethink their content strategy and open up to the audience from the other side.
Even “serious” b2b companies, like Adobe, Shopify, started to involve employees in creating video content and use TikTok to increase brand awareness, shoot dance challenges and viral videos.
7. Using custom audiences
Advertisers in 2021 preferred custom audiences, which are more targeted to the right users. Keywords don’t work in YouTube ad promotion, and custom segments have become a great alternative.
I recommend always using custom audiences. In Custom Intent (special intent audiences) add custom intent keywords, and in Custom Affinity (special affinity audiences) – competitors, similar sites or applications, general keywords on the topic.
So the system will look for users similar to those who visit certain sites, use specific applications and have similar interests.
8. Youtube is perceived as a search engine
The number of users of video streaming platforms, as well as the consumption of video content, is constantly growing. Marketers have learned to work with people’s habit of using YouTube as a search engine.
Brands introduce viewers to their product in a promotional video format. According to Wyzowl research, brand awareness is 22 % higher in video ads than in banner views, article readings, and other types of content consumption.
Video now accounts for a large share of the marketing budget of companies.
9. Development of logistics
2021 can be called the year of marketplace logistics. Buyers got the opportunity to track the order: at what stage it is, whether the courier took it, etc. Ozon and Yandex. Market have introduced accelerated courier delivery models – now the buyer can receive the goods two hours after ordering.
Delivery speed actually serves as a store promotion tool and its competitive advantage. This indicator is also taken into account by marketplaces when ranking product cards.
Users are also demanding on the speed of delivery: according to our estimates, already a third of them refuse to buy if the seller cannot deliver the order on the same day.
10. New promotion tools
The development of marketplaces does not end with logistics. Commodity aggregators have been striving all year to make their sites convenient, so that people want to shop only on them.
Ozon now has the ability to promote products through Ozon Alerts and on Ozon Live streams. The marketplace has connected the function of external promotion in "Google Ads", "Google Shopping" and "Search by Image".
Wildberries began the fight against self-buying and cheating. To do this, he implemented an algorithm for tracking fake reviews. In addition, the schedule of price changes on the card of each product became available to customers.
11. Privacy and moving to aggregated data
The introduction of Apple’s new policy and the release of iOS 14 had the biggest impact on mobile app marketing and ad personalization. According to AppsFlyer, only about 46% of users consent to ad tracking.
The absence of an advertising identifier (IDFA) significantly limits the possibilities of remarketing. However, the accuracy of data without IDFA will gradually become higher due to the joint efforts of Apple and mobile data aggregators.
12. Budget relocation to Android
iOS restricts access to user data, which forces market participants to reallocate budgets towards the promotion of Android applications, where full data detail is still available. Android budgets have grown by more than 40% in a year.
This is especially noticeable in the gaming industry, where non-organic conversions are up 50% compared to non-gaming apps ( AppsFlyer ). But iOS is not losing advertisers as it develops the Apple Search Ads platform, which has its own API and provides full data granularity.
13. Alternative promotion channels and app stores
Competition in the mobile app market is only getting tougher. In order to attract new audiences and get more installs, advertisers are constantly trying new advertising platforms: Apple Search Ads, TikTok, etc.
They strive to make these applications available to users of Samsung Galaxy Store, Huawei App Gallery and others. Despite its relative youth, Huawei App Gallery is already used by 500 million Huawei smartphone owners, and this audience should not be missed. In the coming years, finding new sources of quality app traffic will become even more difficult.