A marketing renaissance! – How marketing will look in 2022?
Deloitte has prepared a report according to which marketers, in order to survive, will have to follow the original message of brands – i.e. values. This brand rebirth is to be shrouded in a technological haze, with artificial intelligence leading the way! Interestingly, websites will start to stop devouring cookies with our data, and creativity will finally face the numbers!
Report “Global Marketing Trends 2022” this is a truly interesting document. Deloitte mentions the condition of brands that went through a lot in the aftermath of the pandemic turmoil. The problems were also a reason to change attitudes towards both customers and themselves. In the pursuit of money, not all marketers have noticed how conscious society has become over a very short period of time! Those with their finger on the pulse have already begun to implement the new approach.
Mission, purpose, growth!
The report indicates that brands that take a holistic approach to their business as a consequence of a set objective are 66% more likely to grow compared to competitors who do not behave in this way. Between the lines, we can feel the paper quietly confirming that companies have moved away from their original purpose of doing business. Consumers also perceived brands as betraying their values for the sake of ever greater profits. This can be seen especially in younger generations, who are more interested in the products of those brands that support some noble cause or act according to collective ideas, which can also be seen in the next trend.
The end of exclusivity?
A fairly significant trend disrupting the previous brand hierarchy towards exclusive products and building a sense of inaccessibility is social value. The brands that stand to gain now are those that are able to present themselves as accessible to all, excluding no one and activating all social groups. In short, they can be defined as those operating towards DEI principles, which stands for diversity, equity and inclusion. The report indicates that brands acting on this principle are more likely to achieve business benefits, but there is one catch – these actions must be authentic. Authentic messages and actions that create a positive impact on the lives of communities – this is the next trend of inclusivity in marketing. Nearly 190% more likely to meet their DEI goals, however, are growth companies, as those with negative growth will do less well in this aspect.
Humanists to the tech sector!
In recent times, it has also been seen how carelessly, and sometimes with contempt, people who do not hold professions associated with rigorous thinking have been approached. CEOs of large technology companies also used logic and analytics to choose their peers who could handle the weight of numbers. It turns out that these numbers have recently started to decrease, and cold calculation is no longer a way to profit. Many companies have noticed that their teams are very weak in terms of competencies, and although they are specialized in their fields, they cannot do everything. The pandemic has accelerated the exodus of educated people to work remotely (63%), allowing teams to expand with a lot of new talent. Moreover, we can see the growing importance of people thinking outside the box and creatively, who will now be on par with analysts. The most valued competency is and will continue to be the ability to collaborate and build relationships within a team.
Interdisciplinary teams will focus on solving specific problems, which the use of artificial intelligence is expected to help them do.
The cookie monster is a thing of the past!
While the Sesame Street character was beloved by previous generations, few people remember her today. Also related to cookies is the current model for collecting and using data. Deloitte indicates that more than 60% of growth brands are in the process of implementing their own data basing systems, as opposed to 40% of companies in regression. It looks like cookies are on the verge of extinction.
This trend is the aftermath of users becoming more aware of how their data is collected and used. They appreciate advertising content that is personalized, but this is not a sufficient excuse to maintain the present BIG DATA approach to data storage. Especially in the face of increasing cybercrime. Conscious customers and the desire for growth This is a stimulus for the introduction of innovative interaction processes in the face of new models of data storage, but not only, because it involves New regulations and legislation, that limit marketers’ room for action.
There is a need for a comprehensive consumer data platform (CDP) that can help connect various data sources throughout the customer journey. Measuring its effectiveness will likely rely on multiple channels. Measurement to combine analytics from CDPs, cohort analysis and deeper relationships with ecosystem partners.
Help, not attack!
Marketers must also confront consumers’ trepidation and nervousness. A Deloitte survey found that more than 57% of those surveyed find it helpful to receive information about promotions from companies they know, but 53% of customers said at the time that being actively eavesdropped on by mobile devices makes them apprehensive. Marketingfacts.pl, which also analysed the report, clearly states that there is a thin line between what is helpful and acceptable for consumers and what arouses their fear and dislike. We are all aware of the fact that we are being tracked online, but if a brand has nothing to do with us and uses a system for researching our activity, the level of liking for that brand decreases significantly.
A future full of hybrids!
It’s not just the hybrid work model that has grown in popularity. Brands have seemed to become more aware that even the most polished digital services can burn to the ground in terms of satisfaction with the offering when fixed services are neglected. Thus, a need has arisen to design services more focused on human needs, which in a wider circle is already called human-centered.User experience processes are to be designed based on HC to satisfy their customers at every stage of the journey. This implementation is all the more important when the ways in which user information is captured will change.
Artificial intelligence matters
The document cites Deloitte’s findings that of the eight sectors that make purchasing decisions, “timely offers” and “knowledgeable customer service” are the most important. These two metrics far outweighed: custom recommendations, free trials and samples, seamless return and cancellation policies, and augmented reality technology (such as virtual showrooms).
Brands are going back to their roots
In conclusion, Deloitte shows that not only customers, but brands themselves are becoming more aware of the world around us and are starting to follow the voice of the former. More importantly, all the changes are closely correlated creating a long chain of cause and effect relationships resulting in a new approach to all processes taking the lead. In the center of these processes people, not money, will become the focus, although the reason for these changes is probably profit. Although new, the approach can be likened to a renaissance of sorts. After all, in the original sense, this is what branding was supposed to look like, which is apparently going back to its roots, watered down with refreshing technology that shows a new quality to traditional conceptual methods.