2021 was a year full of challenges but also opportunities for the marketing world. What the future holds is difficult to predict, but there are always a number of relevant trends that are emerging and worth following. To best prepare you for the coming year, we’ll discuss some interesting marketing trends for 2022. Let’s go!
Trend 1: time for democratization of data
We all know that data is hugely important to an organization. But did you know that the total amount of data created, captured, and consumed globally has increased by more than 5000% since 2010? And this amount is expected to continue growing exponentially through 2025. This means that we currently have a ton of information and it is time to start distributing and utilizing it democratically.
In the future, data will not just stay with marketers but will be equally collected and distributed throughout the organization. There is a good chance that artificial intelligence will play an important role in this. AI will interpret and engage with the overwhelming amount of information to create the most pleasant experience possible for users.
Trend 2: Personalization is evident, but not a given
Today’s consumers, whether in a commercial or infotainment context, expect everything to be tailored to their needs and preferences. Someone who tracks his health with a smartwatch and notices that he should exercise more buys a new bike online and expects it to be delivered the next day. Afterward, he wants to receive maintenance tips and discounts on repairs in his mailbox. That same person isn’t going to adjust his expectations when he’s looking for information or entertainment, right?
Random emails that don’t take preferences into account, remarketing ads for sites or products that don’t interest you, or annoying pop-ups and intrusive commercials,… are common frustrations for everyone. When your business is guilty of this, the affinity for your brand diminishes.
Fortunately, there are solutions. You just let your users choose their own preferences regarding their inbox. Easy right? But these things are no longer obvious in the marketing communications landscape of the future. Therefore, the only way to guarantee this expected personalization is a far-reaching integration and automation of your data acquisition turned into a connected omnichannel experience.
Trend 3: Trust is the bridge to retention and loyalty
We prefer to interact with brands that we trust and therefore treat them with the same respect we receive from them. If there’s one thing you should invest in as a company, it’s trust. In this way, we actually return to the oldest form of marketing: referrals and word-of-mouth. A recommendation from something or someone who already has your trust is far more valuable than an anonymous push message from an unknown brand that puts itself in the spotlight.
According to marketing research firm Forrester, budgets will shift from acquisition to retention, and investment in loyalty and retention marketing will increase by 30%. It is therefore inevitable that companies will increasingly adopt these types of programs. Not just to reward, but mainly to build valuable long-term relationships.
Do you want to know how to best approach this? Then read our blog about loyalty marketing and customer retention.
Trend 4: Returning to what really matters
The GDPR gave the online community a solid wake-up call a few years ago. And as it goes, first there was panic, then resignation, and now some shrewd brains have managed to take monetary advantage of the situation anyway.
In Apple’s new iOS update, external marketing cookies are automatically barred. This means that when iPhone or Mac users visit a website and download something, this will no longer be considered “conversions” in the tracking software. In addition, third-party cookies will disappear from the various Internet browsers by 2022. Firefox and Safari are complying, while Google announced late last month that it would not remove tracking cookies from the Chrome browser until 2023. This means that tracking surfing behavior and profiting from it will no longer be an obvious thing to do.
So chances are, there will be paid ways or models that will still allow you to buy data for your marketing purposes. Just think about how the reach of your organic posts has become more and more inflated over the last few years. Fortunately, you can still reach your own fans with an ad budget 😉 .
Do you ask for an email address for your downloads or have your visitors sign in using their social media or Google login? Then you do know who they are. Unfortunately, not everyone is going to do that. But maybe that’s not even a bad evolution. After all, what’s the value of a bulging database in which only 24% can be labeled as ‘active users’? The same goes for your follower or fan base on social media. If you have 10K followers, but get 10 likes (for as long as likes still openly exist) on your average post, what is the value of this figure?
The software company Oracle compares third-party cookie adjustments to the asteroid that wiped out the dinosaurs. In terms of comparison, this can count. After all, marketing is something fundamentally human, and he who says human, says evolution. So it’s time for marketers to evolve and test new ways of reaching and serving target groups.
In the future…
It’s going to be important to leave the vanity metrics to the side and focus on engagement and interaction. Is it currently all clear what these are going to be? Absolutely not! But we do expect some things to be unmistakably part of all future plans, yes!
- Extended audience intelligence where the focus shifts from making decisions based on the historical behavior of your “best customers”, to estimating their mindset at every stage and respecting their expectations at certain moments.
- Whatever method will be used to get to know your target group, it will be a method that operates in an environment that respects personal privacy and puts consumer needs first.
- In any case, we will have to learn to interpret anonymous data, general human behavior and the mindset of our own known target group more intelligently.
Will there be a few dinosaurs playing hard to get? Probably. But give it some time and a new form of communicating and interacting will emerge that will undoubtedly feel familiar very quickly.
And there you go! These were, in our opinion, the most important marketing trends for 2022. Do you still have questions or would you like to go into the new year guided? Contact us and we’ll make sure 2022 is a great year for your business! 🚀
- Statista: Volume of data/information created, captured, copied, and consumed worldwide from 2010 to 2025 https://www.statista.com/statistics/871513/worldwide-data-created
- Forrester Predictions 2021: Digitally Advanced Firms Will Have A Sustained Advantage Over Their Competitors https://www.forrester.com/press-newsroom/forrester-predictions-2021-digitally-advanced-firms-will-have-a-sustained-advantage-over-their-competitors/