If someone told us 30 years ago that an internet would become more important and used than TV, we probably wouldn’t believe it.
The same can be said about advertising on the internet versus traditional forms like TV, radio, and print.
The game has changed, and now digital marketing spend is outpacing traditional ad spend. In fact, according to eMarketer, spending on digital advertising will reach $129.3 billion in 2019—that’s 42.8% of all ad spend!
Digital marketing space is changing rapidly, so platforms that worked well in 2021 might not be as effective in 2022.
Changes to have in mind when making your digital marketing budget in 2022:
The recent privacy update from Apple may affect how Facebook collects and uses data for targeted ads. The update gives users the ability to opt-out of having their data collected and used for targeted ads. Facebook has said that they will respect the user’s choice and will not collect data for targeted ads if the user has opted out. This causes potential problems for Facebook because targeted ads are a large part of their business model. It is unclear how this will affect Facebook’s bottom line, but it is possible that the company will need to find new ways to collect data for targeted ads.
Here are a few platforms that are predicted to be effective for advertising online in 2022:
1. TikTok
As of January 2021, TikTok has over 800 million active users worldwide. In the United States, TikTok is the fastest-growing social media platform with over 100 million active users. Due to its popularity, TikTok is an attractive platform for businesses and organizations to advertise on. TikTok offers a variety of advertising options, including in-feed ads, brand partnerships, and influencer marketing. In-feed ads are short, skippable videos that appear between users’ videos. In-feed ads can be up to 60 seconds long and can include a call-to-action. Brand partnerships are collaborations between TikTok and a business or organization. Brand partnerships can include a variety of content, such as branded filters, hashtags, and challenges. Influencer marketing on TikTok involves working with popular users on the platform to promote a product or service. Influencer marketing can be done through sponsored posts, product placement, or challenges.
2. Microsoft Ads
The advertising service provided by Microsoft that allows advertisers to display ads on Microsoft properties and partner sites. Microsoft Ads is a part of the Microsoft Advertising network. The Microsoft Advertising network includes Bing, MSN, and Outlook.com. It should not be confused with the Google Ads service, which is also known as AdWords. in terms of ad spend, Microsoft Ads is the second-largest advertising network after Google Ads.
3. Pinterest
A very popular platform especially for millenials. Pinterest has arround 400 milion users and an Ad spend of $3.8 billion in 2022, Big brands use this platform, displaying their latest products in front of their consumers.
4. Twitter
Twitter is a social media platform that allows users to share short messages, or tweets, with others. The platform also has a feature called Twitter Ads, which allows users to advertise their tweets and accounts to gain more followers. The ads can be targeted to specific demographics, such as location, age, and gender. Businesses can also use Twitter Ads to target specific events, such as holidays or product launches.
Companies and individuals must choose must choose platforms that their buyer persona is likely to use.
We recommend A/B testing your digital marketing budget for the 2022 fiscal year to identify what is most effective for your company. This will allow you to make the most of your marketing spend and see a return on investment.
