Digital communication – trends and predictions for 2022

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The search for improving communication, in general, used to be a concern of advertising and marketing teams, with the aim of boosting sales, meeting targets and improving brand images. Over time, other sectors realized the need to pay closer attention to the science of communication.

HR – Human Resources, for example, is one of the areas that has been realizing how much digital communication has to add in an integrated way to external communication strategies, as well as other areas, such as Purchasing and Logistics.

There is no denying that the 2020 public health situation accelerated things, bringing information technology and the digital landscape into focus.

Below we will list 5 digital communication trends for the year 2022 in different sectors.

1. Home Office, remote work and the changes brought about by the pandemic
It may seem like a cliché, but many companies are still adapting to the changes that the “ lockdown ” has caused since March 2020.

The roles, functions and positions that could be worked remotely, whether at home, in a home office format, or remotely, in any other place with an internet connection, gave the digital context a different perspective.

Given the need to adapt, even after returning to in-person work, it is undeniable that companies and organizations have saved money by having employees work from home. Thus, this trend continues to be strong for some sectors, which are improving every day with more advanced technologies to ensure that digital communication is efficient.

From both a financial and delivery perspective, providing whatsapp mexico number services remotely initially distanced people, with physical distancing, but brought others closer together. Here at the agency, for example, we had the opportunity to meet and hire professionals from other cities and states, due to this change in organizational culture. And that's where we enter the second trend for 2022.

2. Social value, brand positioning and restructuring of organizational culture
The changes caused by the pandemic have further sparked interest among research institutes in studying details about lifestyle and changes in consumer behavior.

As a result, companies needed to seek data to awaken assertive insights in the marketing team that would guarantee the survival of the business and the safety of employees.

What the 2021 studies showed was that a lot remained and became a rising trend, as is the case with the research carried out by Kantar .

“Kantar’s prediction is that companies’ investment in data, insights, people and marketing will ensure their survival.”
Studies of trends, investments and changes include restructuring companies' organizational cultures for positioning marketing. Inclusion and diversity in both internal and external campaigns, actions and projects. Hybrid events are also part of this process. In other words, integrating digital and in-person events, following health protocols, are also here to stay.

Thinking about user experience, accessibility has gained increasing visibility, also in this restructuring of internal and external communication. Beyond the issue of quotas, for example within the HR department or even marketing, it is something that needs to be put into practice with the collective in mind. In other words, employees, digital influencers, users and consumers.

When we talk about investing in accessibility in digital communication, we are talking about both content and the construction of channels with inclusive technology and the hiring of influencers as co-creators. The era of the “poster boy/girl” is over. This concept goes hand in hand with investment in branding and ESG. In other words, brands must reposition themselves and align themselves with people engaged in social causes that are increasingly urgent. From a current and future perspective. However, the discourse must dialogue with practice. Otherwise, “the shot will backfire”.

Therefore, an influencer's image can bring positive or negative results. Hence this cultural shift towards being a 'co-creator', towards being part of the communication. So if the company has social actions aimed at the cause of people with disabilities - PCD, for example, it is not enough to hire a PCD digital influencer for the campaign. It is essential that they have PCD among their employees.

3. Online media, offline integration, end of cookies and information transparency
The restructuring of organizational culture also involves changing highly hierarchical conservative models.

This change tends to bring more transparency to the exchange of information in favor of an agile and fluid practice. With the use of AI – Artificial Intelligence as support within this change, it becomes increasingly easier to strengthen and improve customer relationships. This is one of the factors, for example, of BI – Business Intelligence. AI is in all departments. Purchasing, logistics, HR, operations... Therefore, integrating online and offline media into the communication and relationship strategy is a trend that is only growing in the digital communication scenario.

To continue this journey and keep up with the market, it is necessary to adopt omnichannel synergy. In other words, it is about acting in a way that the online and offline worlds blend together. A simple practical example to illustrate this concept is that you can listen to a podcast online or download it to listen to later; offline.

The end of cookies is a trend that will probably take a little longer to materialize, but the movement has already begun. This is because digital marketing is constantly being reformulated, and so we move on to the next topic, which is data collection, its exposure, and user awareness, which has been growing, forcing advertisers to rethink cookies and their communication strategies.

4. Exchange of data for information – Conscious consumption and less exposure
Following the line of reasoning of digital communication trends for 2022, advertisers must rethink their primary data collection strategies to avoid being held hostage by Cookies. As already mentioned, users are more aware of data exposure and are rethinking the consumption of information in exchange for it.

Technology to block cookies, for example, among others, is increasingly common in modern equipment.

According to the Kantar survey mentioned above, within video streaming, 60% of advertisers agree that they need to improve their own data with other sources. Which brings us to item 3 on this list, when we talk about information transparency. And almost 80% of advertisers who participated in the survey consider strengthening their data platforms to improve their audience segmentation.

Another point is the quality of the data and which ones are really relevant. In other words, we return to the well-known “quantity vs quality”.

A trend that is gaining momentum is competitor analysis and segmentation strategy. In other words, if you've come this far, you've understood that, between the lines, we're talking about social marketing, internal marketing, and other situations related to communication strategy. The digital context is completely linked to the new technologies that have already been mentioned. Therefore, the plan is to invest in internal and external relationship strategies to ensure quality information and guide your planning. In other words, less exposure and more connection.

5. Digital Communication – Social Networks vs On/Off Media
After the flood of live streams, both on Instagram and YouTube and other online platforms, users are still looking for a balance. The thirst for the streets and face-to-face situations has not kept people away from screens, but it has made consumers more selective. Going against the grain of WhatsApp's speed 2 technology, strategists are looking for a “slow content” strategy that generates value. Once again, more connection and less exposure.

In this sense, there is room for social networks and digital media, both online and offline. But it is necessary to integrate content, diversify formats and, above all, have your own website. A very strong trend is the analogy of building a house on rented land.

To generate value, attract qualified leads, strengthen relationships with your audience, and establish brand recognition, you need to be in a safe environment. No environment is safer than your own home. In other words, the first step is to have your website or improve it with all accessibility trends and everything that has been discussed so far.

That said, ensuring a digital presence by diversifying channels, with social networks and on/off media, all worked within the SEP concepts, will help position and rank, giving your business “a place in the sun”.

It is always good to emphasize that we are talking about digital communication. In other words, everything is based on data, IT, AI, research, investment in systems and software, trained personnel, etc.

TV format is something important to think about, considering that many of them are smart and people are connected. People buy through TV, they interact, they engage, etc. So there is no such thing as social networks vs on/off media. It is all interconnected.

Therefore, the forecast for 2022 is that there will be balance and integration.
Social commerce on social networks
E-commerce platforms
Metaverses
Between others
Once the 5 trends are applied, it is finally possible to see how much they converge towards a more human context of digital communication, integrating sectors and technology to connect people.

If you need help to carry out this digital transformation in your business within the concept of digital communication and marketing, get in touch.