Marketing evolves every year, and 2022 is no different. Keeping up with these changes as a marketer isn’t easy. However, staying ahead of the curve and maintaining a sense of relevancy with your audience is crucial.
Below are four marketing strategies you should be aware of to stay successful in 2022 and beyond.
Futuristic Marketing Strategies
Customer retention, brand loyalty, and customer lifetime value are all boosted by personalization. Customers respond positively to being seen and understood as people with their own tastes and behaviors; therefore, segmented marketing initiatives enhance revenue and conversion rates. Brands must collect both zero-party and first-party data from users to incorporate effective personalizations into their marketing initiatives.
Surveys, quizzes, polls, reviews, and online interactions are all ways businesses obtain zero-party data. Customers submit information voluntarily and knowingly so that brands may better understand their interests.
Because customers voluntarily provide zero-party data, marketers should offer incentives like discounts or free products to entice users to contribute their data. Zero-party and first-party data will help brands develop effective customer profiles personalization initiatives and increase brand loyalty in 2022.
Consumer and Company Activism
Many brands have already begun to shift toward more environmentally friendly operations in order to reduce their environmental impact. Social responsibility, on the other hand, is becoming equally as important as being “green.”
Research today shows that the majority of consumers will boycott a company because of its stance on a political or social issue, and it is no longer acceptable for businesses to remain silent on matters that are important to their customers.
As Millennials and Gen Z, who are passionate about social and environmental issues, gain more purchasing power, marketers will need to help their companies determine which topics they care about and can actually commit to.
Brands will be expected to be ethical in all of their practices and to utilize their resources to make the world a better place, and the brands that don’t will be left behind as consumers consistently choose brands that align with their own ideals.
The obligation of a brand extends beyond marketing. However, marketing a company’s efforts to create a beneficial impact on the world may prove to be more effective than advertising its products.
Evolved Influencer Culture
We’ll see an increase in — and criticism of — the role of influencers in marketing, as well as changes to how social media networks monitor and compensate influencers and how brands engage in this sector.
When influencer marketing first became popular, corporations and marketers prioritized follower counts. As a result, there have been a lot of unsuccessful campaigns involving influencers pushing products and businesses that they clearly didn’t use.
Consumers are more aware, and brands are becoming smarter, resulting in the growth of micro-influencers. In 2022, obtaining genuine endorsements from influencers that represent a product’s or service’s target audience yields a higher return on investment for brands. Influencer marketing is expected to grow in popularity in 2022, but endorsement deals are becoming less concentrated amongst those with the most followers.
Featured Snippets in Google Search
As we navigate through 2022, SEO will continue to be a vital component of digital marketing, but we’re now experiencing one of the most significant changes in the SEO sector.
People are changing how they use search engines like Google as mobile and voice search becomes more prevalent. As a result, being number one in the search engine result pages, or SERPS is no longer the most important goal for your company to achieve.
Featured snippets and other “on SERP” information means you don’t have to go to a website to find the information you need — it’s all right there on the Google search results page.
This on-SERP data can be found in a variety of places, but the most coveted spot is directly at the top of the page, before the organic listings. This position earned the name “Position Zero.” It is especially valued because it is usually the only information that a searcher will see.
When a search engine shows information from your website in a Position Zero box, it means your content is worth reading. All you need to do is include attention-grabbing content in these snippets to draw them away from the box to explore more of your website’s content.
Hybrid and Omnichannel Experiences
Customers today expect consistent brand experiences regardless of who they are or where they are in their user journey, whether purchasing in shops or online. To enable seamless transitions across all of their marketing channels and across all devices, businesses should focus on developing omnichannel marketing strategies.
In omnichannel marketing, companies focus on building their “brand voice” through consistent content and messaging. They also employ several marketing channels that aren’t generally associated with multi-channel marketing, such as SMS and push notifications. As a result, customers flow seamlessly between user touchpoints, with little friction or inconsistencies.
To be successful, omnichannel marketing relies largely on first-party data and personalization. Rather than sending all of their consumers the same email campaign, brands use user data to send targeted messages that increase open and click-through rates. Brands create distinct techniques for engaging with their respective consumers rather than employing the same strategies across all of their social channels.
We are already one month into 2022, so if your business isn’t already effectively integrating these futuristic marketing strategies, you’re already behind. But don’t worry, our digital team at New Target combines strategy, creativity, and technology to create unique marketing campaigns for businesses and nonprofits. Contact us today