Disruptive Marketing Trends to Watch in 2022 by Christina Karl

2. 3 Disruptive Trends Redefining
the Future of Content Marketing in 2022:

3. With an estimated 85 million people using augmented reality or virtual reality in 2021, the metaverse's
importance in our everyday lives will continue to grow.
The Metaverse: The Future of Work and
Play?
• The marketing possibilities are endless, allowing
businesses to create and share content with users in novel
ways for products ranging from NFT art to Nike shoes.
• Metaverse content that aligns with a company's brand can
either increase brand awareness or, alternatively, augment
a company's offering.
• Marketers should use pull marketing as opposed to push so
as to not interrupt weary users in the Metaverse on their
way to a business meeting or an art auction, for example.
• Brands will need to differentiate themselves from
competitors like they would outside of the Metaverse and
focus on their target audience and their needs and desires.

4. Marketers must increasingly devise new means of capturing audiences' attention with the decrease
in sales from brick and mortars and rapid growth in online sales.
Virtual Stores: E-Commerce Reimagined
• Customers desire the convenience of online
shopping but miss the experience of in-person
shopping.
• Recognizing this, experiential e-commerce
platforms like Obsess are creating immersive pop-
up stores for brands, including Fendi, Ralph Lauren
and Christian Dior.
• Keep in mind that customers expect their virtual
shopping experience to match the facility of in-
person shopping and will not take well to buffering
webpages or pixelated store mannequins.
• Marketers should seek to create high-quality
content and an experience that aligns with
companies' brand to maintain the trust of
consumers and establish legitimacy in this new
digital platform.

5. TikTok continues to dominate headlines, becoming one of the most popular
social media platforms for Gen-Z and reaching over 2 billion downloads and
more than 100 million monthly active users in the U.S.
TikTok: The Rise of Short-Form Video
•Marketers should recognize and take
advantage of the power of short-form
videos to engage with audiences.
•Brands need to create relatable and
genuine content that resonates with
their audience, which can be done via
humor, behind-the-scene glimpses
into a business's day-to-day routine or
embracing trends and viral challenges.
•Engage your audience on TikTok by
responding to users' comments or
inquiries on your videos or cross-
promotional efforts like giveaways with
other brands

6. Main Takeaways
• Companies must bear in mind the 3 trends
noted above, all expected to shape the
future of content marketing.
• Brands must differentiate themselves from
competitors, tailoring their content and
engaging with audiences as they would
with traditional forms of content marketing.
• Consumers will not tolerate slow loading
web pages or outdated content.
• Companies must establish trust with
consumers to gain legitimacy in the
platforms.