Thinkers360 2022 Predictions are member-sourced from our opt-in B2B thought leader and influencer community with 100M+ followers on social media combined. The 2022 Predictions are part of a series to provide actionable insights for business and technology executives.
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We asked a selection of our Thinkers360 global thought leaders and influencers about their predictions for Digital Marketing in 2022. Here’s what they told us…
What are your predictions for Digital Marketing in 2022?
Empathetic customer-centric thinking and listening will continue to evolve and rise in 2022 to deliver immersive digital marketing experiences. This includes a refined human centered approach to emotionally connect to better understand customer’s motivations and needs to deliver world-class solutions, to inspire action and yield competitive returns. The use of video in various platforms will continue to play a pivotal role in the advancements of digital marketing. Video in email experiences to include mobile and text messaging will become more prevalent in the market and will further pave the way for effective storytelling and humanize digital marketing efforts to generate more engagement, click-throughs, and conversions. The importance of inclusiveness and accessibility in digital marketing will continue to gain traction to increase awareness of the importance and need to include closed captioning on video in email and mobile experiences to further engage, inspire and connect with a broader audience of customers.
– Lisa Jones, Chief EyeMail & Technology Officer at EyeMail Inc.
When it comes to brand presence and driving visibility online – paid digital and paid social media activity will continue to dominate. Pay to play remains the only way to grow presence and impact. Organically and paid, brands and businesses will continue to create engaging multi-channel content and campaigns, which is likely to have a more purpose led focus, as consumers start to seek out more meaningful connection aligned with their values and concern around the emerging climate crisis.
– Michelle Carvill, Director / Founder Digital Marketing Agency at Carvill Creative
1. Marketing will see increased usage of Artificial Intelligence (AI). At the same time, concerns about ethics (of AI) and data privacy will escalate. Marketers will need to balance benefits and concerns successfully if they’d like to have their brand well-loved by consumers. 2. Marketing will see major changes. With the impending deprecation of third-party cookies and increased appreciation of privacy concerns, Marketers will need to focus more on building strong zero- and first-party data foundations to be able to effectively target users. 3. Skills shortage will emerge as the biggest challenge to effectively take benefit of emerging Marketing Technologies. Companies will need to reorganise their Marketing Operations to build required skills across Marketing, Technology and Data Science.
– Apoorv Durga, Vice President Research and Advisory at Real Story Group
The drive of digital marketing in 2022 will be about authentic communications and genuine human connections! Even though digital marketing can be understood as B2B or B2C, today, it effectively emerged to H2H since behind every customer, enterprise, or organization, there is an individual with personal characteristics. Despite the rise of artificial intelligence, human empathy and emotional intelligence are the traits that will stick and cannot be easily replaced. According to contemporary research, people are hardwired to emotional sync. Today, the digital world is craving to connect emotionally and build strong, genuine relationships based on empathy. Therefore, 2022 digital marketing will be all about human-to-human connection. Consequently, authentic communication will be fundamental, driving the trustworthiness, integrity, and loyalty that customers- humans highly value in the digital world.
– Aleksandra Plazinic, Executive Communications Coach at Business and Life Skills
According to the study conducted by the economic journal “Forbes” in the summer of 2019, consumers trust personal brands more than ever and corporate brands almost half less than, for example, 20 years ago. I believe, that in 2022, we will continue to see the rise of personal brands and their influence. People buy from people, not companies, and employees with a strong personal brand are the best communication and sales channel of their employer. Humanizing brands-giving the voice to their employees will become more and more popular, as this is the only way to stand out in a saturated digital space.
– Olesija Saue, Founder/Personal branding coach at Personal Branding Agency Maximizer
Digital marketing is evolving rapidly and so are platforms, user behavior, and business models. I believe brands will start investing their marketing money wisely in experiencing positive ROI. Marketers should strike while the iron is hot and capitalize on every channel that is available at their fingertips. Consumers are tired of ads and marketers plan to use AI for audience expansion and better audience targeting. Voice will remain a huge trend in marketing, users listen while they are doing other things. Top social media platforms for video marketing include Facebook, YouTube, Instagram, and Twitter. 87% of total marketing budgets will be going to digital in 2022. Companies will continue to create more blog posts, send email newsletters to generate leads, and organize in-person events. Voice search and Alexa have changed digital marketing and brands alter SEO strategies to include speech keywords. E-commerce will continue to be a necessity for brands and businesses will benefit from social media to sell their products to a wide audience. Customer service via social media will be decisive, growth in messaging apps will continue, more users will discover brands through social media. Authenticity will be of paramount importance in deciding who are the real influencers. Social media stories will grow in popularity and anyone will achieve stellar business results through social media videos.
– Vladimer Botsvadze, CEO at Botsvadze Marketing Solutions
Many companies today have customer journeys that have close to no activity in awareness or advocacy. Sure, leads and purchases matter to generate revenue, but many companies are realizing that if they don’t start having conversations with prospects at very early stages of the journey and build some type of relationship with them, they just won’t reach sales targets. Further, in some situations, once customers purchase, they split never to return. This makes programs for adoption, retention, and advocacy necessary to continue that customer relationship. In coming years, we will see more companies having robust conversations with prospects and customers during early and late stages of the customer journey to secure those connections and relationships (in line with companies moving towards the figure 8 model of a journey rather than a linear flow). And with this, we’ll see increases in referrals, upselling and cross-selling opportunities.
– Mary Brodie, Founder and Digital Strategist at Gearmark
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