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Marketing being a dynamic vocation is witness to trends coming and going. Trends of tomorrow make way for the trends of yesterday. In this blog, we are looking at the top marketing trends for 2022 and beyond.
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Days of third-party cookies are virtually over. An important friend of marketing personnel is on the way out, with the gradual withdrawal of third-party cookies. This has come like a blow to many as it means an important source of client data will be history in a few years. We all have to get used to this ‘ new normal ‘. This scenario has arisen from the increasing demand by audiences for privacy. Too much information was being mined & used violating the privacy of individuals. The new trend is collecting data first hand from your customers / audiences / leads. For this to be a success, companies need to curate a well-defined plan to obtain data from the horse’s mouth, so to say. A good, harmonious relationship with clients / audiences is needed for this to happen. A recent survey revealed that 2 out of 3 consumers are okay with parting with their details / information that is sourced by the company / brand themselves. All companies need to wake up to this scenario and start working smartly. Counting on cookies or paying for information is not going to hold strong for long.
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Diversity in marketing on a regular basis. The world is not homogenous so why is the marketing / advertising? Isn’t it time that all types of marketing (print, video, or social media) reflect the beautiful world that is a rainbow. Representations of LGBT, minorities, the differently able and so are now gaining center stage. Study after study indicates that more people are now buying / trusting companies that have made diversity a part and parcel of their marketing. They want to be associated with brands that represent them in their advertising. If you use social media influencers, expand your database to include different demographics. Reflect diversity in campaigns; hire people representing different shades under the sky. Be woke, be aware.
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Be socially conscious and invest in causes close to the ethos of the brand / you. Consumers have always gravitated towards the brand that looks beyond profits and business. They are attracted to brands that are making a difference in their own ways. Not just donating money to a cause. Be authentic, be involved, and be the change you want to be. By doing good, brands generate goodwill by as much as 70%. Seek small NGOs & causes that strike a chord with the brand and start building a relationship over time. Use it to attract audiences and increase sales.
Mr. RS Maan, MD of Codleo Consulting says “Marketing is like a puzzle that has various permutations and combinations. Not all get it right. Once you do however the rewards definitely work the strategies and active listening “.
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