Spark Digital:
2022 Digital Marketing Trends

January 25-26, 2022 10 am ET / 4 pm CET 2 days

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What's Next? Stay on Top of Changes for 2022

We’re quickly nearing the end of another disrupted year. The full impact of the pandemic will likely play out over decades. No less its implications for digital marketing, with the pandemic-induced lockdowns changing online behaviors, and sparking all new trends - like audio social, the accelerating growth of eCommerce and the evolving metaverse for digital connection. There’s also the WFH shift, and the migration to hybrid models, which will also have impacts on broader digital. So what can you expect to see from Facebook, Twitter and the rest in 2022? With the pandemic disruptions easing, it seems a little easier to predict the next stages, with more stable pathways appearing.

The Program 🍿

Mix & match your preferred sessions like you would in a candy shop, unless you wish to attend all of them. The choice is yours 😏. While all are welcome, the knowledge level each session is tailored to targets mid-to-senior level marketers.

Please note that all times provided are in US-Eastern Time (EST). Once registered, the event will be streamed live from the Goldcast platform via a unique link you'll receive in your inbox. And yes, the entire event is free #growwithsocial.

Day 1

January 25th

Day 2

January 26th


Session Title




Welcome, agenda and housekeeping rules.

Join us to kickstart the day.

Dino Kuckovic Director of Community & Events at


2021 Trends Review

How did we do in 2021? The top 10 trends graded and their impact.

We kick off the summit with a look back on the 10 digital marketing trends of 2021. We're going back a year to see how we did - were they a hit or a miss? This time around, that’s not an exercise for the faint-hearted – nothing stayed the same. In this session, we'll reflect on 2021 to see how many of our past predictions came to fruition!

Dino Kuckovic Director of Community & Events


Retro Revolution

The pandemic has made consumers crave the familiar. Nostalgia marketing is already a trend in 2021, and it will only continue next year.

Nostalgia pays. The COVID-19 pandemic — a time of immense global upheaval — has made us long for simpler times when words like masks and vaccines were not a part of our daily lingo. This collective longing for the years gone by has made nostalgia marketing a big part of every marketer’s playbook. This session will showcase recent examples and suggest what you should do if you could turn back time.

Marketer takeaways:

  1. Find the right theme: What retro idea do you want to use for your next campaign?
  2. Research your audience. Think of the different personas in your audience.
  3. Be timely and relevant. Is there a current trend you can associate with your brand?

Daniel Blaser Head of Content Marketing


User-Generated Content

Users increasingly trust peer reviews more than the word of brands. UGC is important and is exploding in 2022 at a time where brand trust is quite low.

User-generated content is king. More and more brands are realizing the value of user-generated content and putting in measures to scale it. The need for UGC is also evident in the data: Gen Z and Millennials are less trusting of the average brand. Consumers today are belief-driven and increasingly look for authenticity from brands. We did just tell you that nostalgia marketing is in, but the glossy perfection of the ‘90s is definitely not. So this session will cover practical tips brands can adopt instantly in order to ignite and improve their UGC strategy.

Marketer takeaways:

  1. Analyze what your customers are sharing.
  2. Conduct a challenge.
  3. Engage with the community.

Geoffrey Brown Marketing Manager


Networking Break

Do as you please.



Mixed Reality

The real and the virtual blend together to provide new experiences and events like social retail stores, hybrid events, and AR in marketing and e-commerce.

The future is hybrid. Augmented reality is a trend thrown around a lot at the end of every year as a prediction for the future. But at no time has the impact of the virtual on the physical shown more signs of growth than during the pandemic. One could even say that the pandemic has accelerated the trend, with brands having to go full digital in a blink. In fact, both businesses and customers experienced five years’ worth of digital adoption progress in just eight weeks at the beginning of the pandemic. This session will dive into the corner of online & offline to better equip your marketing efforts of 2022.

Marketer takeaways:

  1. Implement an innovation mindset.
  2. Think engagement, think gamification.
  3. Choose the right tech.

Marina Chilingaryan Brand Strategist


Influencer Commerce

Consumers increasingly trust peer reviews more than branded content, making influencers drive social commerce in 2021/2022.

Social commerce sales will increase by 35.8% to $36.62 billion in 2021. The meteoric rise in popularity of apps like TikTok and Twitch also shows the potential for activating influencer partnerships. 2022 will see the impact of influencers reaching the bottom of the funnel, and helping with quantifiable conversions. In this session, we'll spill the tea on how you can get in on the growth.

Marketer takeaways:

  1. Define your goals
  2. Find the right influencers in your niche.
  3. Use analytics to measure results.

Hashim Javaid Account Director (EMEA)


Niche Communities

Users are moving away from social media and its noise to niche communities around shared experiences like Grow With Social, Reddit, Twitter, & co.

Social media is noisy, and some users are moving away to create niche communities where they can communicate with like-minded individuals about shared interests. These communities give users a sense of belonging, especially in a time of immense upheaval where human connection is lacking. This is a larger sign of the importance not just of short-form entertainment like TikToks but also of subcultures and communities. This session will highlight how (your) small communities are winning big.

Marketer takeaways: 

  1. Identify your goals
  2. Create a community around your niche.
  3. Mark your presence in an existing community.

Kasandrea Sereno Founder & Executive Director



Day 2 Preview

We'll recap the day and provide an overview of what tomorrow will bring.

Dino Kuckovic Director of Community & Events



Welcome (back), let's recap key takeaways from Day 1.

We'll recap the takeaways from Day 1 and kickstart our second summit day.

Dino Kuckovic Director of Community & Events at


Snackable Content

With attention spans declining and social media noise only increasing, snackable content is one big trend for 2022 and beyond.

Satiate the snackable content appetite. The shift to mobile has also created the need for pithy content that captures your audience’s attention quickly. Visual storytelling, in particular, sticks around in people’s minds more than text. This is where your images, videos, infographics, and memes stand out in your audience’s eyes. 2022 will see more brands embracing micro-content to reach large audiences. In this session, we'll generate ideas for bite-sized content and how you can create it without a major budget.

Marketer takeaways:

  1. Remember that brevity is key.
  2. Don’t shy away from repurposing.
  3. Leave room for serendipity.

Sasha Desai Social Media Editor


Cross-Generational Marketing

Some marketers discount boomers and Gen X while others don't get Gen Z. Not focusing on any one generation could be wasted potential.

It’s not all “OK boomer” and cheugy. Gen Z seems to be the one generation every marketer is trying to get the attention of. In 2022, however, it is imperative to look beyond the fads of just one generation and understand them all to market better. In this session, we'll go over each generation, provide you with an updated demographic overview and why their representation matters.

Marketer takeaways:

  1. Find out what makes each generation tick.
  2. Adapt your messaging.
  3. Use diverse marketing efforts.

Matthew Klassen Content Marketing Manager


Social Support

Consumers are fast turning to social media for 1:1 customer service instead of waiting 24 hours for an email response. Sounds appealing?

Customer service at the speed of social. Consumer crankiness is apparently at an all-time high right now, with adults throwing tantrums while dining, flying, and shopping left and right. If there’s one thing you need to know about irate customers, it is that they talk. And usually on social media. Times are changing, and it’s no longer enough just to list a customer support email on your social media and call it a day. Customers expect help and answers in a blink, and your support team needs to respond just as fast. In this session, we'll cover what personalized social support at scale looks like and how you can be prepared with chatbots.

Marketer takeaways:

  1. Use social listening to communicate with customers proactively.
  2. Create a new handle for customer support.
  3. Document, document, document.

Cristina Armand Digital Marketing Manager


Networking Break

Take a break won't you!



Audio Activity

Every major social network is working on or has introduced a live audio functionality. Their use cases need to go from clone to success story ASAP!

Mic’d up and ready to be heard. Starved of social interaction, live audio quickly became an avenue for consumers to be entertained and informed, and for marketers to connect with those consumers in 2021. It all started with the social audio app Clubhouse, which immediately led to several clones cropping up as new apps or additional features in existing social networks. In this session, we'll debate discuss why audio needs to be part of the marketer playbook.

Marketer takeaways:

  1. Be human.
  2. Partner with influencers.
  3. Sponsor a room.

Adriana Hemzacek Director of Marketing, North America


Improved Inclusivity

Conversations around DEI initiatives have been in high gear since 2020. There will be an increased demand for accessibility and inclusive marketing.

First things first: Inclusivity is not a marketing ploy to increase profits. Your products and services are not targeted towards just one type of customer. If your audience includes people from all walks of life, your marketing should also go beyond social labels and represent everyone irrespective of race, sexuality, gender, religion, and more. This indicates that inclusivity is something every brand should be working towards bettering and improving over time (it’s not a one-time-only task). This session will highlight marketing that reflects your user base.

Marketer takeaways:

  1. Be mindful of identities.
  2. Words have power.
  3. Practice what you preach.

Lauren Thomas Sr. Marketing Manager, Social Media


Bonus Trends

Discussing the trends that almost made the cut and audience favorites.

In this case, there is more. While these 10 trends covered during the summit should definitely be top of mind for all marketers, in this session we will have an open discussion about a few more that almost made the list and still deserve to be mentioned. Come prepared and let's discuss ones you are passionate about too!

Dino Kuckovic Director of Community & Events



That's all folks.

Thank you very much for joining us!

Dino Kuckovic Director of Community & Events at

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