Marketing Predictions 2022

It’s back! 

Laura Walters, Recruitment Board Director, operating in Executive Search & Selection has been asking her network what they think will be the movers and shakers in marketing for 2022.

With tight budgets, the metaverse, social responsibility, the demise of cookies and more, there is a lot in store for marketing in 2022, check out the predictions below!

David Edmundson-Bird - Principal Lecturer in Digital Marketing at Manchester Metropolitan University predicts.

David Edmundson-Bird - Principal Lecturer in Digital Marketing

David Edmundson-Bird, Principal Lecturer

"A couple of things might happen.

As purse strings start getting tighter (don't they always) - driven by a need to pay higher wages to acquire and retain talent - a greater scrutiny on the value of marketing (and digital marketing) will be placed. Every penny spent is going to have to account for itself - not from an ROI perspective, but from the viewpoint of 'does this even work?' 'Spray and pray' has crept into the digital marketing dimension and a world of inflationary costs and wages means that a reboot of spending thinking is going to be required - which in turn will require a more rigorous approach to (digital) comms strategy.

I also think that the Metaverse will get its 'killer app' and people will start to look at it seriously. But like all great phenomena, it won't come from the obvious players pushing it right now - a new outfit borne solely within the metaverse context will pop up and steal the show from under the noses of the current tech giants fighting it out. Like people say "Yeah Microsoft has Bing, but hardly anyone uses it", we'll arrive at a point in a few years where we say, "Yeah Facebook/Microsoft/Google have their metaverse but who uses it?" Everyone said the Internet would not amount to much. They are saying that about the Metaverse. Watch the bookshelves for 'Metaverse Marketing for Dummies' soon."

Ben Pritchard, Marketing Manager at Cardinal Global Logistics thinks that social responsibility and ethics will shine through.

Ben Pritchard, Marketing Manager

"I believe that 2022 will see consumers focus more on buying from brands that they trust and whose values align with theirs. In recent years, we have seen how sustainability is becoming a key part of a business strategy, and we are seeing many businesses change their strategies to incorporate social responsibility, to focus on ethical as well as financial goals. Consumers are looking to shop from businesses whose values align with theirs. Understand what it is that you and your customers believe in and build this into your marketing strategy for next year, and every year.  

I also believe that there will also be a bigger focus on customer retention than acquisition. If you can keep the customers that you have and win a few more along the way, then you will be successful. There is greater competition now more than ever as uncertainty means customers are always on the search for more or better. Service qualities have dropped in a lot of businesses as markets have become more challenging. Supply chain issues have been well documented and have played their part in this but transparency and honesty about the issues will help, you cannot fix the problems, but keeping customers in the loop with the status of orders will certainly help ease their frustration. You need to ensure that your customers feel a sense of community and develop trust with your business rather than feeling as though they are disposable will allow you to retain your customers and give you more chance of winning new customers along the way."

Dr Alex Fenton, Head of Centre for Professional & Economic Development 

"Dr Alex Fenton, Head of Centre for Professional & Economic Development at Chester University predicts a rise in the 3D experience and online tribes therefore increasing the need for marketers to further advance personalisation and interactive experiences.

The pandemic world has been characterised by the rise of polarised social media tribes, activism and misinformation. As we socially distanced, we spent more time on social media and video calls and video platforms like TikTok continue to rise. This has accelerated the metaverse agenda with a record number of cheap and advanced VR headsets being sold last year and virtual world platforms continuing to rise as we migrate from 2D social experiences of text, images and video to more interactive and 3D experiences. Likewise, the massive rise in blockchain and NFTs (non-fungible tokens) offers great potential for innovation and marketing experiences, fused with the rise of the next generation of online tribes. The continued rise of the networked society through the metaverse and blockchain will cause a big shift in the way we think about reaching and engaging new and global audiences. Ultimately, marketers increasingly need to keep their finger on the pulse with digital maturity of audiences, evolving disruptive technologies as tribes and companies keep pushing the boundaries of what’s possible online. Advanced tools for capturing and utilising data for personalised messaging, building social capital with audiences and experiences through more interactive experiences will be critical."

Keep reading for more predictions.....

Darryl Hall, Head of Marketing

Darryl Hall, Head of Marketing at Fonehouse predicts that 2022 will hold both risk and opportunity.

"I see a continuation of what we observed in 2021, with the rise in discontent from consumers through to employees.  Without the current Omnicom ‘crisis’ I think the start of 2022 would have been a larger trigger moment for mass change. Instead, I’d expect Spring being the major turning point, where people will put their voices and feet to change fundamental aspects of their lives. This breeds both a risk and opportunity depending on which side you sit on.

2022 will mark the year where disposable incomes are squeezed beyond anything in living memory. As inflation creeps in, key utilities face a breaking point, consumers face less choice in switching to save money. Return to offices will be more widespread raising costs in commuting. Against a backdrop of inflation and working change, consumers will be seeking more escapism and ways to save elsewhere. That’ll cause pressure in areas that enjoyed sales and margin lift these past few years.

Those businesses that have seen unprecedented growth through eCommerce and Delivery over these past few years will need to work harder to retain consumers and save them money. Leisure, Travel and hospitality will hopefully bounce back as people focus on those pursuits in enjoying the micro moments more but businesses in that space will no doubt, stay cautious in the still present pandemic changing at any moment.

In the marketing performance space, especially eCommerce, there has been a lot of easy growth and the change in pace and need to work harder, that will weed out those that found opportunity in hiding behind those natural changes. Brands that are keen to create sustainable medium-term growth will invest into building themselves organically, through earned media and brand. I believe there will be a resurgence on those channels specifically.  I expect those brands that have benefited through the pandemic to take those well-earned dividends to further invest into innovation and technology to power the next 5-10 years of their growth. To take this moment to think ahead as a reset moment, as consumers will be doing for 2022."

Beth Morris, Digital Marketer

Beth Morris, Programme Leader for BA Digital Marketing at Chester Business School. predicts post third party cookies advertisers will invest in accessing high quality first party data.

"2022 will be an interesting year for the digital advertising industry. While there are still some uncertainties about life after the eventual (and lingering!) demise of third-party cookies, it is evident that advertisers recognise the value of high-quality first-party data. In 2022 we will see even more investment in first-party data management and analytics. The benefits of high-quality data ownership will be felt throughout the customer journey. As we move from hyper-targeted advertising towards broader contextual approaches there will be a greater battle for audience attention. The more high-quality insight advertisers have the better they can develop relevant and distinct creative. Beyond awareness, intelligent use of first-party data will help brands develop deeper, more meaningful connections with customers."

Jess McEwen, Marketing and Brand Consultant

Finally Jess McEwen, Marketing and Brand Consultant feels that authenticity and consistency will be clear winners in 2022.

"Pandemic weary and distrustful.

Potentially the worst dating bio, and how consumers are collectively feeling heading into 2022.

After being told to “Stay Indoors”, (yet learning Bojo had a BYOB shindig at number 10) and then “Eat Out To Help Out” which was swiftly redacted, followed by mixed messages about food and fuel shortages with a final flourish of conspiracy theories regarding the vaccine it’s no wonder we’re all feeling a little edgy.

With this in mind, authenticity and consistency are the key themes for moving into the New Year.

2022 should be the year of brand - never have audiences been as united in spirit as they are now. Effective, trustworthy information is the key to delivering a compelling message this year.

There will undoubtedly be more “shoppable” content - with eCommerce as we know it shifting entirely to “Social Commerce” leaving Website homepages and traditional site navigation in yesteryear.

Finally, sustainability will be more of a focus than it was pre-pandemic, nothing brings home the fragility of the planet like a global pandemic, does it?

In short, this year - be honest, say something meaningful and consider generational impact."

Thanks to all our contributors.

We would love to know your thoughts too, get in touch!

Author:

Laura Walters, Board Recruitment Director at The Candidate

Laura Walters specialises in Executive Level Recruitment, if you would like a chat about your career or recruitment for your business get in touch with her or any of our team by emailing [email protected] or call 0161 833 1044.

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