Marketing has definitely changed. From social media to sales, from search-queries to email response to online sales, a marketer has to listen, analyze and respond in real time. Social media platforms continue to grow, These platforms have become ubiquitous in the broader internet ecosystem. Marketers are learning that data has to be handled carefully or false and misleading information can circulate in the blink of an eye. Businesses are using real-time data to elevate their products and services. There are multiple digital tools available for marketers to use, and they change regularly as technology evolves. Keeping this in mind, given below are marketing trends that will shape 2022.
1) Personalized content experiences – It is not always easy to grab the attention of consumers. Hence, brands like Spotify, Amazon, Netflix, and Facebook personalize content for users. Personalized content is dynamic, as it updates in real-time to ensure customized user experiences. Information overload coupled with shorter attention spans give websites little time to make a positive impression. If marketers can provide each consumer with personalized content, they can cut through the noise and get people to pay attention. For instance, the beauty brand Aveda uses content personalization to match their products to customers based on their concerns. They present visitors with interactive quizzes like the hair and scalp check quiz. Consumers are asked pertinent questions about their problem areas. Their answers are cross-referenced with four million possible solutions to curate a personalized treatment for each customer.
2) Digital transformation – Marketers are tapping into the power of digital transformation to gain insight into customers’ needs, and then to use that information to inform and improve products and services. The opportunities provided by digital transformation are being seized upon by a lot of brands. This is evident in examples ranging from Netflix’s subtle use of viewing data to develop original programming, to KLM’s #happytohelp’s use of a speedboat to help a tweeting customer stuck in a traffic jam. Examples of digital transformation include adopting new technologies like cloud computing, using digital tools like social media to drive product engagement, and partnering with market intelligence companies like McKinsey and Gartner to hone digital strategy skills.
3) Thought leadership – People are gradually becoming immune to hard-selling tactics. If they are pressurized to make a purchase, they get defensive. Thought leadership is the process of increasing the visibility of expertise and improving market influence to achieve goals such as building brand strength and generating new business. For instance, GE has built a website that is addictive and characterized by unique brand knowledge.
4) 4Es of marketing– The 4Es embodies the new approach to customer value proposition and includes engagement, experience, exclusivity and emotions. Purchasing decisions are not influenced by products only, as they are influenced by experiences and emotions too. Emotional branding is essential these days. Reward programs and deals are effective ways to engage customers.