3 Important Marketing Trends for 2022 and Beyond
By James (Jiaqi) Wang, 19 Nov 2021
Marketing is subtly influencing our lives and purchasing decisions in every way. Nowadays, there are many different ways of marketing. Traditional marketing methods, such as the famous Coca-Cola billboard in King Cross, have deepened the awareness of the brand for countless Sydneysiders. However, the recent Squid Game flash event at Circular Quay combined the popular Netflix show with an offline event. So with the rapid growth of social media and the continued influence of Covid19, what are the noteworthy marketing trends for 2022?
#1 Consumer privacy and a cookieless world
Just searched on the Internet for good Thai food near you and received many restaurant recommendations afterwards? A lot of targeted marketing relies on cookies. However, consumer privacy concerns have recently led to stricter privacy regulations and decisions by some major tech firms to discontinue their support of third-party cookies, which track users’ activity as they browse the Internet. As they lessen their reliance on third-party cookies, many organizations are increasing their use of first-party data to deliver relevant ads to consumers. High-growth brands are taking the lead in this shift: Sixty-one percent are moving to a first-party data strategy, compared with only 40% of negative-growth companies. Technological infrastructure—such as a comprehensive customer data platform—improved use of analytics, and deeper relationships with ecosystem partners can help companies engage with customers in a cookieless world.
#2 Brand value that connects with customers
In terms of marketing objectives, most of the focus has gone into building brand value that connects with consumers. During the Covid19, the highest number of respondents said that they focused on building brand value and engagement. Over 35% of respondents put this as their number one objective. This is a trend that shows no sign of slowing down. Additionally, with lower budgets and difficulty connecting with shoppers, the focus turned to social media. Posts, stories and promotions made a lot of sense during lockdowns and still do for long-term loyalty as well as staying connected during uncertainty. However, the real challenge arises once businesses fully re-open. The ‘captive audience’ on a mobile phone now wants to live and have real physical experiences.
#3 The power of artificial intelligence
Artificial intelligence has been prevalent in the digital marketing industry for quite some time now. But in the upcoming year, companies will integrate AI-powered features in their SEO, SMM and other digital marketing strategies. AI technology can help companies conduct business forecasting and predictions. For example, AI tools enable companies to analyze thousands of matrixes to produce precise extrapolations for demand and growth forecasting. Moreover, health care, finance and other industries can use AI-powered tools to formulate digital strategies to attract and retain customers. Furthermore, in 2022 firms will rely more on AI tools for digital process automation, such as using conversational AI and robotic process automation (RPA) to provide an automated response to customer queries. This could ultimately improve the business’ customer service satisfaction score.
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