Marketers face a landscape disrupted by a pandemic, new business models, new applications of tech, and the changes to how and what audiences want to see and hear from brands.
From more uncomplicated strategies, such as influencer and micro-influencer marketing, to larger, more complex advances like automation and the state of digital marketing overall, we thought we would look into what marketing trends we believe will impact business in 2022?
The data you gather in your CRM will prove to be very useful.
Thanks to google – how data is collected is about to shift. Now is the time for marketers to develop clever alternatives and create basic strategies to reach audiences without cookies, hyper-targeted ads, or mass amounts of data.
If you’re a pardot user – Click here to watch our latest Pardot Ninja episode on the considerations you need to be aware of to maximise the data you collect firsthand from customers so your business can continue to provide personalised experiences.
Tools to gain insights into consumer purchasing decisions.
With consumer behaviour changing rapidly—and, often, in unexpected ways—marketers must fully anticipate and respond to the NEW consumer needs and preferences.
Here are some simple ways to gain insight in 2022
- Customer Feedback
- Passively Collected Behavioral Data
- Real-Time User Testing
- Predictive Models
Personalisation will continue to dominate.
Businesses will continue to collect user data from list segments, surveys, or studies, allowing more relevant and compelling email and social media campaigns to target audiences based on their buying, interests, and behaviours online.
One of the most topical behaviours is how consumers interact on social media. Studies show that about 86% of women have to consult social media before deciding on a product. Again, proving that consumers want brands to be reliable and personable. So in 2022 and beyond, we will continue to see companies wanting to work with influencers who authentically connect with their communities.
We know mobile matters – but is it the centre of your marketing?
The value of the device your audience is using should not be underestimated. Given that most of the global population interacts with smartphones daily, your focus should be on mobile marketing strategies.
So how do you cater to this new trend? Try:
App-based marketing: You could create your own app or use a service like Google AdMob to help develop targeted mobile ads that appear within third-party mobile apps.
In-game mobile marketing: Create ads that appear within mobile games.
QR codes: We’re now all too familiar with QR codes – incorporate these into your strategy and use them to send your audience to a specific webpage.
Location-based marketing: Perfect for small businesses – Location-based mobile ads appear on mobile devices based on location relative to a specific area or industry.
Your buyers want transparency.
Not only do your buyers want to know what they are buying, but they also want to know that the brand they’re buying from is trustworthy and reliable.
To be transparent, and you need to:
- Work out your brand’s core values. Be willing to share and integrate these into marketing campaigns.
- Make sure that ‘selling’ is not your only goal.
- Be open with your customers- share with them as much as you can about who you are as a business.
- Create a safe space and encourage customers/followers to give suggestions to help improve your products or services, basically facilitating a community around your brand.
- If customers have concerns or questions, respond immediately by setting up the proper channels ( Facebook groups, chatbots, Instagram DM)