Digital Marketing Trend In 2022
We are living in a world where everything changes of a sudden. We have no idea what is going to happen in the next second. An invasion? A new virus? A lockdown? These are things that we couldn’t control as an individual or a corporation while are going to affect our daily life. So, as a marketer, how should we embrace these new challenges?
Rule1: Be Sustainable and Social Responsible
It is no surprise that corporate social responsibility and sustainability have become an increasingly important factor in customers’ buying decisions. People are already shopped based on their values and they are likely to switch if the company could not represent their values as research shows that 42% of ethnic minority shoppers would switch to a retailer committed to inclusion and diversity. Moreover, nearly 90% of S&P 500 companies publish an annual sustainability report as a part of their CSR strategies, indicating the importance of being sustainable and socially responsible.
By practicing corporate social responsibility, companies can be conscious of the kind of impact they are having on all aspects of society, including economic, social, and environmental. We all have witnessed how public opinion will be shifted after Russia starts the invasion of Ukraine. Thus, there is no doubt that a company shouldn’t be an outsider from related social issues. Action is always needed. It could be an announcement to support a minority group, a collaboration with a non-profit organization, or a donation towards charity, but no matter which way you choose, showing the attitude and support is always the most essential rule to follow.
Rule2: Build Your Storage
It should be a common understanding that the global supply chain is still under lots of uncertainty, such as stucked oversea shipping, warehouse overflowing, and truck drivers shortage. No one wants to disappoint its customers. Therefore, it is important to bear in mind that companies should align their marketing goal with stock and deliver capacity.
According to Chelsea Cohe, the co-founder of the Amazon inventory management platform SoStocked, brands will benefit from maintaining 30-day buffer stock. Extra storage can ensure that there’s always enough product available to meet shipping deadlines, so customers won’t have to wait extra time for their order while you restock. So, make sure your marketer checks the inventory before brainstorming the next promotion headline.
Rule3: Utilize The Cookies
In 2022 March, Google officially announced that it will not build alternate tracking identifiers with similar cross-site tracking abilities after phasing out third-party cookies by 2023. The action means that advertisers will not be able to use third-party cookies for tracking users on Chrome. Digital advertisers will need to find new ways to attribute conversions, frequency cap ad placements, and retarget site visitors.
This is alarming for marketers to build up their own social platforms to reach audiences. Companies can take action by building their website, sending email marketing to subscribers, mailing newsletters, managing social media accounts, and integrating customer relationship management tools.
Rule4: Keep Eyes On The Virtual World
NFT(Non-Fungible Tokens), Metaverse, Cryptocurrency… even though you may not fully understand what are the meanings of these jargons, you must have viewed it a lot from everywhere on the Internet. These are the derivates from virtual reality and blockchain technology, aiming to bolster a Web3.0 that is less decentralized and more aesthetic-valued.
Even though all the technology is in the early stage of public adoption, companies still have the opportunity to benefit from being the first-mover. Jeff Mains, CEO of consulting firm Champion Leadership Group, noted it’s a good time for other brands to figure out how they can tap into these digital assets so they aren’t left behind.
Rule5: Audio Content Adaption
Since the explosion of Clubhouse in the 2021 summer, audio content is now back on the market. U.S. consumers listened to nearly 15 billion hours of podcasts in 2021, up 25% from 2020. According to HubSpot, 53% of professionals whose companies leverage content marketing find “podcasts or other types of audio content” effective when it comes to engagement and brand awareness.
So don’t miss the trend of audio marketing. Companies can either create their podcast or audio content on the social media platform or collaborate with an existed column by inserting advertisements or designing mutual content. Audio marketing is meant to be fun and experimental, so get creative with growing your audience, and don’t be afraid to test new ideas.
There are always new trends coming in and a new decision needed to be made. Be passionate and open-minded and don’t forget to test your strategies!
This is Yang’s blog. Thanks for your reading. And see you next week :)
