2021 was a pretty divisive time for marketing but throughout its turbulent months, businesses have learned to adapt to their new normal. Some trends that were up and coming, like video marketing, continued to gain momentum, while others were thrown off course.

Our Trend Predictions 2022

Now, with plenty of lessons behind us all, we’re heading into 2022 with refreshed enthusiasm and a whole host of hopes for the months ahead. So, to help you achieve your business goals, we’ve put together a list of predictions that we think will shape the marketing sector this year. 

Sustainability will become even more important

With the current ecological climate, it’s no surprise that sustainability will be front and centre in company messaging. With more research being published every day to show how important ‘green’ business is for the planet, and how much more preferred it is for consumers, it’s a topic that can’t be ignored. For example, 92% of consumers say they’re more likely to trust brands that are environmentally or socially conscious and 88% of consumers will be more loyal to a company that supports social or environmental issues.

To do your bit for the planet and gain the favour of Millenials and Gen Z, it’s vital that your company has its own sustainability mission and goals. Not only that, but sustainability should also form a part of your messaging or CSR (corporate social responsibility) guidelines.

The spotlight is on influencer marketing

Influencer marketing is set to surpass $13.8 billion this year and continue to grow from there. While influencers have started to dominate the B2C space, B2B influencers will also be growing in popularity in the coming year.

Hubspot recently conducted a survey of global marketing professionals to find out which trends they planned to invest in for 2022, and 34% said influencer marketing, putting it at the top of the list. While 57% of marketing professionals that currently leverage influencer marketing say it’s effective, 46% of them plan to increase their investments in 2022. Not only that, but 11% say it’s the top ROI-generating trend they’ve tested.

If you’re not in the position to invest in a celebrity influencer with millions of followers on social media, then you can always try working with a Micro-influencer. Doing this will put you in good company, as 56% of marketers who use influencer marketing actually work with micro-influencers. Although they have a smaller following, they’ve usually found a niche in their industry, which is why they’re great for converting leads, connecting with audiences, and boosting brand awareness. In addition to this, because micro-influencers are still considered “everyday” people (unlike hard-to-reach celebrities), their audiences are actually more likely to trust their opinions and recommendations.

Privacy is taking priority

People are more concerned than ever about their privacy online, and most people (73%) are actively taking steps to protect their data, such as encrypted emails and privacy-protecting search engines. At the same time, companies know that data is important to provide consumers with meaningful, memorable messaging and relevant ads.

Not only are attitudes becoming more strict when it comes to data privacy, but there are plenty of new regulations and updates that are making things more difficult for marketers and advertisers to collect and use data online. For example, starting from iOS 14, Apple began requiring a voluntary opt-in for the Identification for Advertisers (IDFA) from its users. In other words, companies like Facebook won’t “track users across apps and websites” unless they explicitly give them permission.

This year, marketers and businesses need to focus on staying up to date with new rules and regulations, as well as working to build a data protection strategy that is customer-first. You want your users to trust you and feel in control of their data and what they share with you.

Video isn’t going anywhere

Statistics supporting video usage have remained consistent over the past couple of years, showing that using video as a medium for your marketing is working and continuing to do so into 2022. For example, 79% of people say they’ve been convinced to buy or download a piece of software or app after watching a video. Not only that but 91% of marketers feel the pandemic has made video more important for brands, and video was the primary form of marketing media being created in 2021, followed by blogs and infographics.

Over the past few years, video has proved to be great for both users and businesses. So, there are really no reasons to put off investing in video content any longer.

Companies will prioritise social responsibility

In the current climate, few things matter more to the modern customer than social responsibility, ethics, and transparency. This trend was well on its way to the top of priorities before the pandemic, but the events of 2019-2021 only accelerated CSR into the limelight. Now, more than 90% of shoppers worldwide are likely to switch to brands supporting a good cause. But not only that, 88% of people want to know about a company’s CSR efforts, and 84% would “tell friends and family” about a company’s CSR efforts – so not only does CSR improve consumer perception, but it also helps spread the word about what you do.

Experience is expected

A recent report showed that 80% of marketers believe live events are critical to their company’s success, and 31% believe that event marketing is the single most effective marketing channel. While the Coronavirus pandemic has reshaped how we interact, it’s undeniable that experiential events should still form an integral part of your marketing strategy, read more in our article ‘How to use Marketing as a Communication Tool’. 

Aside from in-person events, you should also offer experiences at every interaction with your users or customers. Here are a few ideas to get you started:

  • Encouraging users to share on social media. You can use your own hashtags or even run a giveaway.
  • Creating meaningful content.
  • Sharing positive testimonials about your business and product reviews.
  • Engaging in conversations and spending time on community management.
  • Consider investing in AR or VR experiences, offering online events, or 360-degree product viewing options that potential customers can engage with.

Conclusion

While 2022 might have its own hurdles, at Marble LDN, we’re ready thanks to the lessons we’ve learned over the past few years and the talented, adaptable people on our team. So, if you’re looking to work with an agency that can help you smash your marketing goals no matter what this year throws at us, then get in touch to discuss your requirements today.