That time has come when we look at the various trends and opportunities in digital marketing for the year in the spotlight, i.e. 2022. Leaders in marketing from various parts of the world are looking ahead for the same purpose and have brought forward some predictions for this year.
It is time for not just agencies but marketers across various industries to be ready for the shifts coming their way as each industry prepares to make all-around marketing campaigns, content and the like.
Hence let us now have a look at some of the key trends for digital marketing this year:
The COVID-19 pandemic highlighted, intensified and even exposed structural inequalities at various places. This is why consumers expected brands to take a tactical approach towards inclusion, equity and diversity. For firms to represent such values in the truest sense, they must understand the numerous identities that matter to their audience and become as local as they can in their efforts.
This indicates acknowledging the various identities of people is an interstellar factor. Each person in the world has their own unique experience in various places, be it merit, oppression, discrimination, competition or vice versa.
Brands must consider everything and anything that has marginalized people. Surprisingly, this too can overlap, meaning not one person is defined through an individual characteristic.
Moreover, audiences today are more likely to connect with their brand if they see themselves reflected in a refined manner. That manner is not through the assumption of their identity but also their concrete and detailed experiences and perspectives.
Brands, businesses, agencies and organizations looking to change their approach this year should start by researching the meaning of the term ‘identity’ in their market. Afterwards, they incorporate whatever they’ve learned into each stage of the creative process, especially upgrading the language and designs being used.
Campaigns should be made in a way that they are accessible and representative. Also, firms must understand that people change and evolve as new experiences, needs, and interests emerge. Diversity, inclusion and equity in marketing is a work in progress.
People today are taking more careful steps in terms of protecting their online privacy. Almost 73% of internet users say they have been using online services promising top-level data protection, like encrypted emails and search engines that protect users’ privacy.
At the same time, everyone understands data is required in helping provide consumers with useful information and relevant ads. Data helps create meaningful and memorable messaging, making the online experience better than ever while it helps marketers reach the right kind of customers and amplify what they expect.
This year, marketers should focus on making a customer-centric data protection strategy. Meaning, they need to rethink their methods for measuring their audiences and reaching them. This helps people feel they are in control and can manage the data they are sharing.
It should be understood that building trust takes a lot of time. Marketers can hence start today by being open and honest and the way they collect personal information, Using it to show valuable ads to customers and through putting users in control of their data.
Research reveals that around 45% of Chief Financial Officers (CFOs) have either declined funding a marketing proposal or did not fund it completely because it did not demonstrate something valuable. To navigate this, there should be a single measurement owner within every brand to support an end-to-end approach.
There is an approach known as the Swiss cheese model. This can help tie measurement efforts back to business value through the usage of numerous layers to obtain the best possible answer. Video ads, for instance, might not drive rapid conversions. But once they are executed correctly, customers are more than likely to consider their offering.
When customers search for the brand online, it will come on the radar automatically and thus be able to convince them to buy from it easily. However, once these efforts are measured without any dependency, one will be a large expense while the other will look quite successful. Though neither is true, the CFO will most likely prefer one that is successful.
There isn’t any single tool or approach providing all the answers. Yet, by identifying an individual owner asking the right questions. Applying a layered approach for measurement will help close the gaps.
No brand can be visible in the midst of a customer’s purchase journey. This year, brands should be more intentional when it comes to communicating their value proposition along with their authentic purpose.
For this purpose, they must create messages and experiences which are not only true to them, and relevant to the audience, reflecting their needs. In such a context, both relevance and reach are important.
Entering brand purpose and expressing value authentically and consistently helps brands connect with their audiences in a meaningful manner and hence drive business results upwards. The value proposition should be clear, so customers know what the brand stands for and what experiences they are offering.
Hence, this year, firms must focus on value and authentic purpose. This can and will differentiate a brand from the rest in the crowded online purchase voyage of customers.
The world of online shopping has evolved. Worldwide eCommerce sales grew approximately 30 percent, and new techniques are coming to make online shopping easily shoppable. Now people can buy things directly from social posts when they are tuning in their favourite TV shows whilst watching YouTube content on connected television sets.
The key to making content people wish to shop from is storytelling. Effective shoppable creatives should be anchored in the ABCD framework consisting of the following characteristics:
Marketers must consider how they can drive their content through storytelling, making it shoppable. They should also ensure they stay true to their brand, vision and mission. This also aids in optimizing the effectiveness of both the campaign and creatives.
People today care more about sustainability than before. This is why they expect brands to lead the way making sustainability more manageable in their daily lives. Individuals already have tried a lot to consider when they are making purchases as they do not wish to involve any further research.
Brands can make this process effortless by incorporating the benefits of sustainability into choices people are already making. Marketers can show people the way their business is solving daily issues in sustainability, like reducing waste created by rising shopping deliveries and returns. People today have become quite conscious of such activities.
Now brands must make sustainable solutions part of their norms. They should update their policies and messaging to show the actions they are taking and offering refills, using recyclable packaging and being open about what happens to products that are returned.
These are the digital marketing trends both brands and firms alike should be aware of these days and should make the most of as well.
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