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RESEARCH, ANALYSIS & TRENDS

Online Marketing 2022:

Between Artificial Intelligence and Diversity

Classic keyword campaigns will lose relevance user signals instead of being based on keywords – and
in the future. Advertisers must finally establish combine search, display, YouTube, Discover and other
alternative solutions to third-party cookies and advertising platforms. Even if new AI algorithms take
encourage the user to accept consent over many tasks that the account manager was
management with good content. In addition, responsible for in the past, this will not become
diversity is becoming more and more popular in superfluous. On the contrary: "The account manager
advertising and social networks. The digital must understand the KPIs across all channels, select
marketing world will continue to be dynamic in and interpret the relevant data. By bundling the data
the coming year and advertisers should keep an and the interaction of all channels within campaigns,
eye on the most important trends for 2022. marketing goals can be viewed holistically, and
audiences can be achieved better and more efficiently."
explains Eric Hinzpeter, content marketing expert at
Companies that are now putting their Internet
advertising to the test can expect a conversion rate that Smarketer.
is as good in the future as it has been before. At least Google and Microsoft's search for adequate
that’s the conclusion of the Google Ads
agency Smarketer that has put together the trends that substitutes for cookies
will determine the advertising world in 2022.
Cookie-less tracking will remain one of the most
important topics for advertisers in the coming year.
An important trend in the coming year will be the cross-
channel Google Performance Max campaigns, which Google has announced that it wants to establish the
Google presented this year as an alternative to the consent mode as an alternative that extrapolates the
classic keyword campaign. Google Performance Max rejected consent management requests and inserts lost
campaigns focus on conversion goals with the help of data into the Google Ads account

4 January 2022: Digital Media Trends & Predictions