Western Europe Digital Marketing Trends to Watch in 2022

The internet is a global stage where national boundaries are mostly irrelevant. You may communicate with people worldwide in real-time, but this does not imply you can employ the same messaging and strategy across the board. Cultural differences can influence the platforms you operate and your conversations with your consumers.

You must consider these significant digital and social media marketing trends in Europe to effectively sell your products and services. As a result, it is a crucial global market with several prospects for innovative enterprises. If you want to become a specialist, enroll yourself in digital marketing specialist training.

  1. A strong emphasis on the client experience

Businesses have become acutely aware of excellent customer service’s importance on revenue. According to Adobe research, customer experience will be the most crucial opportunity for European firms in 2020. In Germany, 27% of companies and 28% of companies in France believe that improving the digital customer experience is their top priority.

Aligning your business with client demands entails more than just having a user-friendly app or a positive purchasing and support experience. Feeling good about the place you are spending money is an essential element of the consumer experience. As more individuals, particularly young consumers, become more conscientious of their purchasing, businesses strive to match their brand values with their customers.

The benefit is that aligning and defending your consumers’ beliefs has a long-term beneficial influence on your revenue regarding brand loyalty and repeat purchases increase.

  1. Data-driven tactics require trust and transparency

People have become highly concerned about their privacy and how organizations manage their data due to years of news about data breaches, whistleblowers, and privacy disasters disclosing widespread data abuse. As a result, more regulation defines what firms may and cannot do with their consumers’ data. They also have a responsibility to tell their customers about what information they have, what happens with it, and how they must secure it.

The General Data Protection Regulation (GDPR) is the regulatory framework in Europe. Each country member then adapts this framework into their regulations. While there are slight variances within the European Union, the foundation of the law is the same, making compliance for enterprises outside of Europe more accessible.

Because of its impact on the customer experience, from personalization to transparency to compliance, customer data management is a major strategic issue that affects the entire organization. You can implement this trend by taking digital marketing specialist training.

  1. Artificial intelligence-assisted personalization

Better data to improve client experiences may require considerable personalization time and resource investment. According to Adobe research, nearly 30% of European marketers want to make personalization one of their main goals in 2020. In the Nordics and Italy, this figure rises above 50%.

According to Forrester, technology accounts for 22% of marketing budgets on average. This figure is expected to rise, as two-thirds of marketers intend to raise their market spending. In 2021, one out of every five marketers in Europe will boost their marketing technology budget by more than 10%.

Pursuing the latest technology trends and obtaining the latest hot tool, on the other hand, will not save marketers from making poor decisions or suddenly transforming their businesses into customer-centric organizations. Larger European companies are turning to AI and machine learning to help them realize their aim of providing a genuinely personalized marketing experience.

  1. Chatbots and messaging applications are the newest trendy marketing channels

WhatsApp and Facebook Messenger have entirely transformed how we communicate with our friends, family, and coworkers. It’s no surprise that businesses worldwide want to learn more about such channels to reach out to their current and potential clients.

Both apps are in the top two in terms of usage across the European Union. Other messaging apps, such as Telegram, Line, and Signal, are also utilized, serving a specific purpose. A critical mass of users is what messaging apps need, just as it is for social networks. Only WhatsApp and Facebook Messenger (both owned by Facebook) have that penetration level in the European market.

Profile creation is available in both apps for businesses. It is an excellent opportunity to establish an early presence in one of the world’s most widely used communication channels. According to the most recent publicly available public figures, WhatsApp Business is used by more than 3 million businesses worldwide.

Gamescom, Germany’s largest gaming festival, employs a WhatsApp chatbot to assist participants before the event and navigate the space during the event. You can implement this trend by taking digital marketing specialist training. More European chatbots can be found here, from Deutsche Telekom, BMW, and Cepsa, a Spanish oil corporation.

  1. Relevant, targeted content is essential for brand storytelling

Users are suddenly awash in information. Businesses that wish to stand out in a worldwide fight for audience attention should concentrate on the demands of their customers and reach out to them where they are.

The corporation has tried to restrict the number of business content impressions on Facebook. It entails promoting sales and promotions and providing the material that adds value to their lives. Consumers in Europe are skeptical, and according to a Hubspot study, they don’t trust ads on Facebook.

Even while the format they pioneered, the Story, is now more popular than ever, Snapchat is becoming less popular among rival platforms in Europe. Every day, 500 million Instagram users across the world watch stories. Promoted stories account for 45 percent of Instagram ad spend. As a result, the format has become an appealing advertising channel to invest in.

The idea is to deliver high-quality, relevant content that fulfills user demands via the most frequent channels. Facebook, LinkedIn, Instagram, chatbots, or a combination of media are used for marketing.


The majority of European marketing and social media trends are aligned with global marketing and social media trends. However, when it comes to matching their spending with their principles, customers may be more demanding of firms. People in Europe have high expectations for handling their data and protecting privacy. They desire individualized, high-quality customer service. They are loyal to brands whose products and content provide value to their lives.

Companies seeking to establish effective marketing strategies in the European market must be aware of these distinctions and peculiarities to win consumers’ attention and confidence. You can work on all the trends and make the best output by taking digital marketing specialist training.