The Trends to Look Out for in 2022

And so as we enter the new year 2022, there are trends we look forward to in the marketing industry. Here are some of the marketing trends to watch in 2022.

Brand and Creators collaboration

Brands and creators’ collaboration is an obvious trend marketers are expecting to see growing in 2022. When it comes to B2C marketing, brands need faces and voices that can tell their message, values, and mission. Online creators are the key ROI driver in B2C marketing.  Instead of building a community from scratch, smarter brands will tap into existing creator communities to build an active and loyal community.

Social media will reach business maturity

Brands are now expecting more from social media as it has finally matured to find its place in business. Marketers are not just raising awareness on social media but expect to derive tangible ROI from it. According to Hootsuite Social Trends 2022, 83% of marketers are confident about quantifying the ROI of social media. This was not the case over a decade ago when marketers struggled to measure ROI from social. But both the pandemic and social platforms’ advanced features have forced marketers to rely on social as it became a primary source to keep up with customers.

Focus on first-party data

With the elimination of third-party cookies in 2021, marketers are turning to first-party data in 2022. Companies will focus on collecting data directly from their users for retargeting purposes. Online data about customer interaction on a website or an app will be collected through subscriptions, product views, and inside queries. In a world of growing privacy concerns, first-party data will enable businesses to operate in a privacy-compliance and cost-effective way.

Social Commerce will rule

The e-commerce boom is showing no sign of slowing down and social media has become the heart of the post-pandemic shopping experience. Social media platforms such as Instagram, Facebook, and Pinterest have given brands the opportunity to create a seamless experience for users to buy products directly within a social channel without being taken outside.

Making Social Ads that blend in

Today’s consumers are smarter and empowered to make personal decisions. Moving on in 2022, marketers will have to think hard about whether they want to be embraced or tolerated on a particular platform. Marketers need to intuitively understand a particular platform as a user, not just as a marketer. This will help in creating ads that do not interrupt people’s experience but seamlessly fit in.

The metaverse to enhance customer experience

Many businesses are expected to enter the metaverse in 2022 and years to follow. That is because the metaverse has mouthwatering promises to businesses, it is expected to bridge the gap between traditional and digital marketing. From improved customer experience to selling virtual products, and from virtual concerts and branded shops within games, the metaverse is everything marketers have ever dreamed of. Brands will be able to create virtual stores or exhibitions and people, through their virtual presence (avatars), will visit the stores and have an experience of the product just like they would physically.

It is important for marketers to understand the fluidity of marketing in the digital era. New policies and best practices come and go, algorithms are getting smarter and harder to predict. Marketers must always be ready to scrap their strategies in the face of new changes.

Faizan Syed
Manager

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