At the beginning of 2022, advertisers around the world will spend more than half a trillion dollars on digital advertising, analysts predict. In 2021, brands invested $491.7 billion in digital promotion. This is almost 29% more than last year. According to digital experts, in 2021 the digital advertising segment showed a historical maximum of growth.
The leading position in advertising investments takes the UK – $28.5 billion, Germany – $11.8 billion and France – $7.5 billion. Rounding out the top 5 in Italy, where $3.7 billion was spent on digital advertising.
Looking to the future, global advertising spending is projected to grow by 4.6% in 2023 and by 5.8% in 2024, corresponding to growth before the pandemic (4.1% in 2019). Digital technologies are projected to increase their share of the dominance in costs, approaching 60% in 2024 (59.4%). Of course, many factors that affect the uncertainty of economic prospects can affect forecasts, from pandemic development to supply chain problems, and we recommend the industries closely monitor key economic indicators.
In our opinion, cardinal changes should not be expected in 2022, the trends of recent years will continue. You should pay maximum attention to the user experience and make the interaction convenient.
- The growth of voice requests continues, for which it is important to work out the semantics and the appropriate structure of the site for the requests and needs of users.
- The share of mobile search continues to increase, sites must be accelerated and adapted to gadgets.
- More and more content is needed and in various formats, the share of video content continues to grow. At the same time, the requirements for the quality of content are increasing, it must still be unique, but still relevant and useful. In addition to selling a product/service, content should solve various user problems and provide valuable information.
- Personalization and targeted communication with the user is becoming increasingly important, the introduction of services using artificial intelligence helps in automating customer service, data collection and forecasting.
It will be more and more important to prove the “real” company: trust factors (licenses, certificates, letters, reviews), photos and videos of employees, office, production, warehouses, the real life of the company. The tone of the reviews! To rank in the search, you will need to work well, no matter how strange it may sound. SEO will become (yes, it has already become) an accessible and necessary tool, not for everyone. If the company plans to promote the site, you need to take this into account already at the site development stage. Today it is not enough just to take a site and optimize it as is. In 9 cases out of 10, serious improvements are needed.
In 2022, to get a result from SEO, it definitely won’t work (if you did it before) just delegate it. Those entrepreneurs who have not yet acquired marketers will begin to look for them. And, probably, Internet marketing will become a TOP profession for the next few years.