G’bye 2021 as we look to a future with fresh challenges

Our Covid-hangover may still not be over, but there is hope on the horizon.

It’s been more than two years since the pandemic hit us globally, and to say that it has forever altered humankind would be an understatement.

In the face of this monumental challenge, we have adapted in ways that are amazing and inspiring.

We have placed an emphasis on trust.

We have prioritized empathy for those who are vulnerable.

We have invested in the person(al) experience.

We have explored new opportunities and markets.

We have innovated to the point that we are all dizzy.

What are the ramifications to digital marketing?

Here are our 7op predictions for 2022:

1. Brands over products

More than ever today, trust is a major issue. Really major.

In our last post for 2021, we discussed the importance of brands who invested in trust and were reaping the rewards.

This trend is here to stay.

Information wars are still raging, and so are people’s trust in major institutions waning. People want to invest in brands whom they can trust. This is why brands who have a loyal, engaged cohort of trusted followers will finish on top.

“Although brand awareness is not anything new, in 2022 and beyond we will find consumers that are less focused on buying a specific product and more so looking to invest their dollars in a brand they trust, believe in, and that aligns with their core value”, says Penry Price, a vice president with LinkedIn Marketing Solutions.

Companies will need to stay focused on how they will keep top-of-mind by developing trust and authenticity instead of product pushes.

2. Attention grab

With millions of formerly employed people stuck at home for months on end, it was inevitable that they would innovate and explore new avenues of income.

Today, what was once thought of as a ‘cottage industry’ is now a viable SME force majeure.  Niche markets abound from crocheted lamp fixtures to repurposed recycled furniture and to online coaches for mothers with lactose intolerance.

In other words, there are quite a few new kids on the block who are vying for the attention of (at least a portion) of your customer segment.

“The New York Times reports that 4.3 million people filed for small business licenses in 2021, up 24% from 2020, the highest percentage increase in over a decade,” says marketing thought leader Ellen Melko Moore.

So brands will need to try *extra* hard to get the attention of those who are already their customer base, never mind attracting a new segment or niche.

3. Data, data, data

Marketing teams are going to focus more on data analytics and metrics.

If you want more detailed information about how your customers behave so that you can make the right decisions for your company, then data analytics is going to be a key component of this process. One way or another, marketers need access to all sorts of numbers in order to really drill down into who their audiences are and what makes them tick.

With such an increased focus on customer service, it’s important that marketing teams understand exactly what people think and do before making any major moves when it comes to branding efforts and product development.

Numbers will become your new best friend.  They will help to predict your customer’s future behaviors, which in turn will help your business optimise how a product or service is positioned to improve sales.

But what exactly are the #s?

“A prospective buyer needs to see a marketing message at least seven times in 18 months to penetrate his consciousness and encourage him to buy,” according to Dr Jeffrey Lant who penned the famous ‘Rule of Seven’.

And with the ever-expanding roster of digital touch points now available to customers, marketers will need to closely monitor shifts in new demographics entering digital spaces they hadn’t visited prior to the pandemic.

4. Gen-Z nation

Video marketing will continue to grow in importance in 2022 and well beyond.

A few years ago, media publishers such as Forbes or CNN probably would have never thought that they would stream a TikTok video in one of their posts.  This is because the pandemic has drastically shifted who is watching videos, and how.

Search engine giant Google has recently announced that YouTube reaches more 18-34 and 34-49 year-olds than any cable network in the United States.

Facebook reports that video posts receive six times more engagement than photo or link posts on average .

Twitter has seen an increase in video views by over 160%, with 50% of people who view videos on Twitter are more aware of a brand, and people who have viewed a video about a brand feel 14% more positive about it.

Customers don’t want to just know about your brand.  They want to feel it first without having to actually feel it, first-hand.

5. Digital DEI sensitivity

Not only will consumers demand more of diversity & inclusion in terms of audiences, messaging and products – they will also expect a voracity and variety of messaging on different channels, media and platforms in order to counteract the fallout of ‘cancel culture.’

With remote or hybrid work here to stay, the importance of understanding how to communicate what, when and on which platform will become paramount to keeping your audience feeling included and engaged.

This movement will also place new emphasis on accessibility in the digital space. Even with advancements made possible by the Americans with Disabilities Act (ADA), large segments of society continue to be denied equal access to various digital spaces — never mind outside of the U.S. where no laws are currently in place.

6. Shoppable content

Click & buy.  Click & chat.  Click & book.

Today, customers expect that whatever the action, that it can be made immediately and easily via just one click.

Global e-commerce sales grew by nearly 30% in 2021, and new ways have emerged to make online content more “shoppable”. People can now buy products directly from social posts, when tuning into favourite shows, and while watching YouTube content on connected TVs.

For 2022, consider how you can make your content story-driven to make it more shoppable. Make sure you stay true to your brand and what you claim. You can express your brand identity while optimising the effectiveness of your campaign and creatives — you can be a great storyteller and a great seller.

7. Teach, don’t sell

It used to be that a marketer was just somebody who would sell products, but now they have a different role. They need to educate and work with consumers, rather than just trying to push them into buying something. 

This can be a difficult transition for some, but it’s necessary.

As the role of marketers evolves, so does their need to change how they look at things. It’s no longer just about promoting products; it has become much more complex over time.

Marketers need to start thinking like educators. It can’t always be about selling people stuff anymore. They need to take the time and educate people on why they should want a product. It’s not easy by any means, but it has become a must if companies want to stay relevant and remain competitive against larger corporations with deeper pockets.