5 Conversational Marketing Trends of 2022

17-11-2021

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The influence of greater diversity of cultures on the material that the globe consumes will be one of the most fascinating phenomena in the months ahead. 

This trend can be seen in a range of data points in the Global Digital Reports collection, including people’s search queries and usage of digital translation tools, as well as the Television programs, movies, music, and social media material they consume. 

However, all the data indicates that this trend will increase in 2022, so it’s critical for everyone developing material for online audiences to understand what’s presently occurring as well as what we may anticipate to occur in the next months. 

Let’s delve further into the statistics to understand more and consider some of the ramifications for marketers and content makers. 

 

1. The popularity of internet translation tools is growing 

Several data points in our Global Digital Reports collection suggest that individuals are progressively using techniques that help them to translate text from one language to the other. 

For instance, between July and September 2021, three of the top twenty Google search inquiries in the globe were about translation: “translate”, “traductor”, and “Google translate.” 

Furthermore, according to continuing study, about one in every three online users aged 16 to 64 have used an online translation tool in the last seven days, with that percentage climbing to more than half in Colombia, Brazil, Mexico, and Indonesia. 

Young ladies account for the largest share of web translators, with more than four in ten female web users aged 16 to 24 using these tools in the previous week. 

Although older adults are less likely to have translated text between languages online, more than one in every five internet users aged 55 to 64 still use online translation tools on a weekly basis. 

Online translation technologies are far from flawless, but they are now powerful enough to allow individuals to make general sense of a much broader range of information than ever before. 

This opens up a plethora of new chances for marketers, particularly when combined with the expansion of cross-border shopping. 

However, as global content has become more available and more individuals access online stores outside of their native country, firms may find it much more difficult to explain various prices — and perhaps separate product ranges — across different nations.
 

2. Global TV content 

The massive success of Netflix’s latest hit series, Squid Game, has once again shown the popularity of non-English-language programming among the platform’s worldwide fans. 

In the first four weeks after its release, well over 100 million viewers watched the dystopian Korean drama, marking it the platform’s greatest successful debut ever. 

However, Squid Game isn’t the first “non-native-English” program that has acquired considerable appeal on streaming services in recent months. 

In 2021, Lupin, La Casa De Papel (Money Heist), Quién Mató A Sara? (Who Killed Sara?) and Yo Soy Betty, La Fea (Ugly Betty) all have achieved millions of viewers worldwide. 

Additionally, according to FlixPatrol statistics, a non-native-English Television program topped the Netflix rankings in all 83 countries that the site monitors on a daily basis between October 1st and 12th. 

During the first part of October 2021, Squid Game led the charts in most nations, but the Korean drama series Hometown Cha-Cha-Cha was also highly popular throughout Asia. 

The Danish criminal series Kastanjemanden (The Chestnut Man) and the Turkish comedy series Love 101 both topped the charts in their respective countries. 

It is really worth mentioning that many individuals, particularly native English speakers, would prefer to watch ‘dubbed’ versions of all these series in their own tongue, instead of depending on captions. 

Nevertheless, when investigating the influence of growing cultural variety, language is not the only aspect to examine. 

 

3. Messaging Platforms 

Communicating via messaging apps is as simple and uncomplicated as speaking with a buddy. People have transmitted 73 trillion messages using chat programs, according to a poll. According to Business Insider, Apple processes over 40 billion iMessage notifications every day worldwide. 

Chatbots are being used by interactive messaging systems such as WhatsApp because an interactive environment stimulates ongoing engagement with real-time exchanges. 

A slew of conversational messaging apps is expected to be released in 2021 to boost conversational advertising. 

 

4. Digitization, datafication and virtualization 

Many of us witnessed the virtualization of our organizations and workplaces in 2020 and 2021, as working remotely arrangements were quickly implemented. This was simply a crisis-driven acceleration of a much longer-term trend. In 2022, we’ll be more familiar with the notion of a “metaverse” — permanent digital realms that exist alongside the actual world we live in. Inside these metaverses, such as the one recently suggested by Facebook founder, Mark Zuckerberg, we will do many of the activities we are accustomed to performing in the actual world, such as working, playing, and socializing. 

As digitalization accelerates, these metaverses will more accurately mirror and imitate the actual world, allowing us to enjoy more immersive, compelling, and ultimately useful experiences in the digital sphere. While many of us have had some experience with relatively immersive virtual worlds via headsets, a slew of new technologies on the horizon may soon dramatically improve the experience by providing tactile input and even odors. 

Ericsson, which gave VR headsets to staff working from home during the epidemic and is creating an “internet of senses”, predicts that by 2030, virtual experiences that are indistinguishable from reality would be available. That may be looking a little further forward than we want to go in this post. However, 2022, coupled with a new Matrix film, will definitely bring us one step closer to entering the matrix for ourselves. 

 

5.Social Media Chatbots 

In today’s world, social media is the core of much social interaction. We’ve progressed from simply making friends on social media to expressing our thoughts, purchasing items and services, leaving reviews, and even contacting businesses. As a result, businesses must employ chatbots to facilitate engagement on these platforms. 

Several business groups in many sectors have already used chatbots to better understand client wants and even develop ways that the firm can benefit customers. Facebook currently has a chatbot component, but its capabilities are severely limited; perhaps it was merely a test to see how well chatbots will perform on the site. Yes, it is a resounding yes. Facebook has now established the standard for providing businesses with the flexibility to deploy customized chatbots created by third parties to assist in this process. Every social networking platform will very certainly follow suit. 

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