According to Peruvian Chamber of Electronic Commerce (Capece), currently more than 260,000 companies sell products or services over the Internet, amid the COVID-19 pandemic.
In this new scenario, traditional marketing strategies no longer work as well as before, as people have drastically changed their consumption habits, says Claudia Olivares, academic director of Design, Business and Innovation at Toulouse Lautrec.
The expert points out that consumers change their behavior and interests quickly, even when using platforms such as social networks.
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“Social networks open up multiple possibilities in marketing strategies, but we must consider that from time to time a more attractive or specialized social network appears than another. That is why marketing professionals must be increasingly creative, strategic and analytical, so that we can define where the brand will be present, what it is going to say and how it is going to do it.”, he refers.
In that sense, Olivares shares four digital marketing trends that will be key in 2022:
- videomarketing. Short videos for TikTok, Instagram Reels or YouTube Shorts are here to stay, as it is an attractive, entertaining and interactive format, ideal for being in contact with potential customers and consumers. Additionally, marketing with influencers will be better used and it has been shown that their opinions really penetrate and mobilize their followers.
- Artificial intelligence. This year, marketing with artificial intelligence will be developed much more. It refers to the use of algorithms to predict consumer behavior. In this way many companies will be able to accelerate their growth, improve their campaigns and save costs.
- conversational marketing It implies the use of live chats or more sophisticated and efficient chatbots to improve the customer experience. It will be more common for customer support and sales reps to set up video calls.
- Virtual reality (VR) and augmented reality (AR). They are technologies that favor interaction. We will start to see these technologies used to promote products and services in real time, changing marketing forever.
The Toulouse Lautrec specialist points out that 30% of Peruvians already make purchases online and this figure is expected to increase in the coming years. Therefore, she highlights the importance of being at the forefront of digital marketing trends and tools to develop creative and innovative strategies that impact the market.
