2021 has been the year of nostalgia, trust, humanization and participation!

As 2022 is approaching very quickly, let’s take the time to consult the marketing oracles to anticipate the 11 trends to integrate into your strategy.

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1. Inclusive marketing

Younger generation consumers expect brands to support diversity and inclusion, both in front of and behind the cameras. This is revealed by the Deloitte report that inspired this article!

Your target audience is changing. It now consists of consumers of various origins, genders or sexual orientations. To establish an effective and lasting connection with customers, brands must therefore make these elements appear in their marketing messages.

This goes through :

Alignment of your teams and suppliers with your target market

Your internal and external teams can help bridge the cultural, demographic and sociological gap between your brand and its customers. On your social networks or via your newsletter, highlight the diversity of your team, your commitments to minorities, but also the inclusive commitments of your suppliers.

For example, you can highlight a partnership with an ESAT (establishments or services for help through work) as the Mamie&Co brand does:

A reorganization of your campaigns

They must carry the voices and faces of your audience’s commitments (ecology, body-positive, equity, etc.)

This point has been perfectly illustrated by Dove for years. The brand often features women of different sizes and ethnicities in its ads, to include its entire audience. Recently, Dove even launched a “Beauty Without Retouching” campaign to promote self-esteem and take action against the dictates of beauty, which are often non-inclusive…

2. Employees as brand ambassadors

According to a PwC study, 46% of consumers abandon a brand if its employees are not well informed. Not to mention that a bad attitude of employees prevents visitors from converting.

Never forget that your teams are the human face of your business. To make them ambassadors in 2022:

  • Offer them training for a better knowledge of your products.
  • Allow them to post content about your company’s culture, products and services: help them by providing a guide and ready-to-share posts on social media.
  • Highlight their expertise by inviting them to write articles for the blog, interview them in videos, present their profile on social networks, etc.

3. Adapting to the world without cookies

Google has announced the end of cookies for 2023, while Apple has restricted the use of its users’ personal data, which affects the monitoring of your marketing campaigns. Brands must then find other ways to surf on personalized marketing to improve their conversion rate.

Beyond first-party data, you need to leverage second-party data. These are collected through partnerships with other website publishers or retailers.

You can also adopt tools like:

Clustering algorithms

They automatically segment your audience according to their needs, desires, buying habits and psychographic profiles. The goal is to improve the distribution of your content.

Propensity modeling

This tool gives you the probability of a visitor taking action. It analyzes its behavior to determine if the visitor is likely to buy, abandon or unsubscribe. This allows you to identify the people most likely to respond to an offer, or focus your retention activities on buyers close to disengagement.

Google Ads data hub

Most advertising tools let you know how many users, among those who saw the ad, placed an order. But they don’t show all of the user’s steps from viewing the ad to purchasing, and they don’t take into account orders that are abandoned and then resumed later thanks to your retargeting or follow-up strategy.

To better track conversions and user behavior, Google Ads data hub becomes essential. More information about this service in the video below:

4. Hybrid Marketing

Digital or physical? Which preferred channel? Both ! While more and more consumers are ordering products or services online, they are still keen on physical stores.

The next challenge for companies therefore remains to offer a hybrid experience. 75% of companies are already preparing to invest in this experience, according to the Deloitte report.

To succeed with your hybrid marketing strategy:

  • Use consistent branding across all mediums and channels
  • Create a consistent experience at every touchpoint: if a customer sees a product in your store or at a trade show, they should find it on your digital channels
  • Adapt content to each platform
  • Collect data at each point of contact: collect information from prospects met in person and add them to your CRM to recontact them via digital means afterwards (email, SMS, LinkedIn, etc.)

5. Experiential Marketing

Experiential marketing focuses on creating a user experience based on the brand, not just the product. Experiences vary by company and industry. Corporate events, webinars, and contests are some of the most common examples of experiential marketing.

Take the tech giant Apple. It recently hosted “photo walks,” where an employee guides consumers through a location and teaches them how to take great photos from their iPhone.

photo walks

Experiential marketing allows customers to engage with the brand and connect with its values ​​and personality. In 2022, we will see more and more local and real events, organized by companies.

6. Programmatic marketing

Programmatic marketing is the automation of the purchase of advertising space. A strategy that allows the bidding process to be delegated to an algorithm to devote more time to optimizing campaigns.

Many brands now allocate up to 54% of their ad budgets to programmatic marketing. In 2021, the bar of 131 billion euros was crossed.

This technique facilitates real-time data analysis and audience targeting. Many more brands will certainly adopt it in 2022.

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7. Customer service powered by Artificial Intelligence

AI makes it possible to integrate two marketing strategies:

AI can read signals and detect, in real time, a visitor’s intent to purchase, upgrade their account, and even cancel a subscription. By integrating it into your customer experience, you can automatically deliver unique and relevant offers.

However, robots are not enough. It is essential to keep a human side in your customer service. For example, a chatbot that only offers automated interactions may lead the customer to believe that the company prioritizes savings over helpfulness.

Consumers must be able to alert a “human” at any time during the conversation.

8. Evolution of location criteria

With the pandemic, consumers have adopted second places of residence.

For marketers, this means a change in their strategy. For example, the targeted places will have to evolve to include more smaller cities, even villages.

In 2022, it is advisable to update the demographic profile of your audience. Via polls, surveys and tests, remember to check if the place of life, as well as shopping habits, have changed. Indeed, during the pandemic, 56% of consumers preferred to buy supplies from local businesses.

9. Augmented Reality and Virtual Reality more accessible

Augmented Reality and Virtual Reality offer the possibility of creating interactive and creative advertisements. With the launch of the Facebook metaverse, these technologies have reached a new level.

In 2020, the size of the AR/VR market exceeded billions of euros. In 2024, this figure is expected to reach 63.5 billion euros. Why ? Because these technologies are becoming more advanced, more accessible and above all less expensive. 2022 will therefore be the start of the big leap into the virtual world for many companies.

Recent marketing campaigns incorporating AR or VR include the clothing brand, Balenciaga. The latter now allows Fortnite players to buy virtual outfits, from the brand, directly in the game.

10. AI for influencer marketing

Valued at nearly 8.5 billion euros in 2020, the influencer market is expected to exceed the 13 billion mark in 2022. The majority of marketers devote more than 20% of their expenses to influencer marketing.

The next phase will be the widespread adoption of Artificial Intelligence to detect the most relevant influencers. Indeed, the algorithms are able to view and analyze millions of content from influencers in a few moments.

They can therefore provide a precise selection of potential partners to fulfill your objectives.

The other impact of AI will be the growing popularization of virtual influencers. These fictional characters, created by algorithms, are gaining popularity with Generation Z. This trend will be accentuated by the launch of virtual spaces like the Facebook metaverse.

Samsung has also teamed up with the most famous of virtual influencers, Lil Miquela for its #TeamGalaxy campaign.

11. Marketing goes streaming

More and more brands are starting to diversify their content to offer customers more than just products and services.

The well-known CRM, Salesforce, recently announced the launch of Salesforce+. A streaming service for companies, employees of all levels and in all sectors.

The content on offer ranges from podcasts and series, to live experiences and expert interviews. A unique way to attract prospects and convince them of the company’s expertise. This high value-added content will inevitably have a positive impact on the audience and should boost Salesforce sales.

Marketing goes streaming

Another convincing example: Mailchimp! The emailing tool offers numerous programs on its “Presents” platform. It offers, on demand, podcasts, documentaries, series or short films produced by its internal studio. The objective is to demonstrate their creativity, while helping their audience to solve their problems or find inspiration.

mailchimp

Even if you can’t start a streaming platform, start by consolidating your podcasts, videos, and other original creations into a resource hub.

Conclusion

You have all the information to integrate 2022 marketing trends into your strategy. And if you need help, don’t hesitate to call on a freelancer by posting an ad on Codeur.com!

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