Looking ahead: 9 trends that will steer marketing in 2022 – Marketing Dive

Looking ahead: 9 trends that will steer marketing in 2022 – Marketing Dive

The first weeks of 2022 have carried an unwelcome sense of deja vu. Major events are getting canceled, imperiling ad dollars. Overwhelmed hospitals and patchwork pandemic protocols have cast a pall over the national mood. Amid the chaos, brand leaders need to lock in their agendas for a year that will put emerging technologies to the test while navigating talent shortages, supply chain disarray and the final hours for key identifiers.

Marketers must be cognizant that consumers are feeling as ground down as they are. Despite 2021’s unfulfilled promises, including a reopening that never took shape, many brands will continue to pin their hopes on something better coming around the bend.

“Pandemic-weary consumers are looking for brands that relate to them within the current world we are living in. They have gone through an incredible couple years full of constant uncertainty and doing less of what they love,” Matt Kleinschmit, founder and CEO of Reach3 Insights, said in an email. “Marketers who empathize with this condition while not pandering will build trust, and those that craft inclusive, inspiring and distinctive experiences will remind consumers of the world they aspire to have back.”

Bumpy transitions will rock the industry in 2022. Social media heavyweights will reckon with the performance hit delivered by Apple’s tracking changes, while digital marketers will wrestle with anxieties tied to the unknown cookieless future. Looking elsewhere for revenue, platforms will champion shopping capabilities that Accenture now estimates could create a $1.2 trillion social commerce market by 2025. These experiments will be marked by trial and error, as will continued gambles on tactics like nonfungible tokens (NFTs).

Below, Marketing Dive breaks down the nine trends that will stay top of mind for marketers even as other factors remain in flux. This piece can serve as a guide for what’s setting the pace in marketing and media in the hectic months ahead.

Temperature check on the consumer

Nearing two years living under COVID-19, consumers are still mired in exhaustion and confusion. The roller coaster between hope and pandemic setbacks like the omicron variant has generated a weary sense of independence marketers should note as more people take risks in the chase for normalcy.

“Consumers are more likely to be open to change and will have shifting expectations, and they will also go into [this] year with a self-reliant mindset, knowing that they need to always be prepared for anything,” Rachel Dalton, director of e-commerce and omnichannel insights at Kantar Consulting, said in an email.

Gone are the days of solely addressing pandemic realities, but building a message around practical solutions could resonate. A recent report from the Interactive Advertising Bureau (IAB) found four times as many consumers prefer efficiency in ads versus those who value campaigns that are “fun.” In turn, brands that are able to emphasize tangible value may win out versus those that can’t make a connection between their products and creative. Campaigns at the same time must be adaptive to swings in the public mood, including through a more diverse media playbook.


“Consumers are more likely to be open to change and will have shifting expectations, and they will also go into [this] year with a self-reliant mindset, knowing that …….

Source: https://www.marketingdive.com/news/looking-ahead-9-trends-that-will-steer-marketing-in-2022/616935/

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