5 marketing trends to expect in 2022
Throughout the Covid-19 pandemic, marketers have had to be more flexible in their approach. Marketers have had to embrace digital transformation more than ever while trying to adapt to virtual and hybrid business landscapes.
Veronica Wainstein, President and CEO of Penquin Advertising Agency
This meant that traditional marketing as we know it was turned on its head and campaigns had to be created with more elasticity in order to respond to the shifting moods of pandemic-weary consumers. For those working in the marketing industry, regardless of their level of expertise, keeping up with the changes hasn’t been easy.
However, to succeed in the fast-paced world of marketing and continue to maintain a sense of relevance with your target audiences, it’s imperative that you stay one step ahead of them.
Here are five marketing trends marketers can watch over the next year.
1. The return of experiential marketing
With less stringent foreclosure laws, the ability to directly activate the consumer will return and grow. The need for consumers to physically see, smell and smell your product has been missed and absent, so I think that will be a big consideration in the coming year.
2. Events will also return
The past two years have seen us move to virtual events, and then we migrated to a hybrid model. I believe the in-person postman will return for a more intimate and engaged interaction with existing customers, service providers, stakeholders and potential customers. I think the industry has missed having a personal touch and being able to allow people to learn, grow or be seduced will be the thing that will make brands/businesses stand out from their competitors.
3. Digital marketing will be put to the test
Digital has always been the “cheap” advertising medium, so it was an easy choice for brands. The challenge is that the space has become cluttered and the ads look more and more like spam or wallpaper – so they go unnoticed. Some truly original, risque and imaginative creations are what will dominate this space, anything average will just be overlooked.
4. The social landscape will start to plateau – except for TikTok
The growth of social platforms has been exponential over the past decade, but saturation will begin to stall that growth. For marketers, it’s not a train crash because there’s still enough audience to put in front of their brands, but repeating the message will dilute the impact. This means brands will have to be really smart with communication to keep it fresh and dynamic so they don’t show the same message to the same people over and over again.
5. Several messages will be essential
Gone are the days when you could run an ad with a long list of benefits and features. We now have enough data to know that certain messages are aimed at certain markets and this needs to be adapted as such. Agencies will need to create campaigns that appeal to multiple audiences in order to stay relevant and get the kind of conversions that are imperative for clients’ ROI KPIs.
AB testing will become a multi-channel practice in the future – so we will start to see different messages on TV, radio, outdoors and in print rather than just digital. It can be a costly exercise for brands in the short term, but relevance and less waste will win the game in the long run.
Understanding trends is a major way for brands to stay ahead of the game when it comes to their marketing approach.
Anticipating trends allows agencies and brands to be agile. Agility is so important in today’s world because people are more fickle and have shorter attention spans than ever before.
A trend – if used well – can take an overlooked brand and transform it into a top player in the market. Timing is everything, but a solid strategy, exceptional creativity and a solid execution plan can be a game-changer.
Staying on top of trends, especially in today’s high-speed environment, can be challenging but, as with all things, the more open-minded marketers are and the more open they are to change, the more likely they will be to capitalize on a trend and dominate conversation. »