All kinds of marketing really had to make a shift in the past 18 months. People were staying closer to home, were online more than ever, and were sitting on the couch in front of the television more than anyone would care to admit. Shopping closer to home was happening more, and the mom and pop small businesses were reaping some benefits. There are some key opportunities and challenges for businesses when it comes to marketing lurking in the upcoming year. Below we will discuss some marketing trends that should be considered for 2022. If any of these seem challenging, let’s tackle them together!
Double Down on Digital
Digital advertising is predicted to boom in 2022. This really shouldn’t surprise anyone though. According to GroupM, the amount spent on advertising to support ecommerce will increase 66% in 2022, while Zenith predicts digital channels will amount to more than 60% of global ad spend for the first time next year.
The Internet is just going to keep growing. Digital communication is never going away. Online networks are where people spend their free time. The Internet is where people shop. It is where people communicate and it is where people research. Use the Internet and digital communications to their fullest potential in 2022.
Keep Going With Short Videos
Short videos are still going strong on social media and are predicted to continue this route in 2022. Instagram reels and TikTok are just two examples of where short videos come from. These short videos take no time to view and are widely shared. If there is a way to utilize a short video format for a product, business, promotion or spotlight, do it! Video is so powerful!
But don’t skim on the longer length, feature feel videos. IGTV and any YouTube content is still wonderful. Video overall is just great!
Customer Retention Matters
We talked previously about generational groupings for the purpose of marketing and how it may or may not help when it comes to getting to know your target audience. Beyond just figuring out who the target audience is and how to sell to them/acquire their business, businesses will need to rethink their ways of retaining customers. Competition in the digital market is likely going to become fiercer, only making it hard for a business to grab any attention. This is why the thinking around the customer needs to do a 180.
Educating customers on why they need your product or service should always be top priority. Think of it in terms of someone who couldn’t possibly live their life without this product. Educate them on why this product is vital to own or use and why your product is better than the competition. Make it all about the customer’s feelings instead of the business.
The hard sell is going by the wayside. People are just over it. They don’t want to be bothered by gimmicks or “tricks of the trade” anymore. There is not enough time in the day for that. People either know what they want, who they want to buy it from and just make the purchase. Or they research, usually online, but also through friends and family, and take the time to seek out which business should earn their loyalty. Redirect typical hard selling strategies to making sure current customers stay customers for the long run.
Own Your Customers
Ok, no, you don’t really own them, but you need to own how you can contact them. While social media has so many benefits, those networks could go down at any moment. That could mean losing a HUGE database of potential customers, current customers and past customers. Converting those people to your own database takes time and effort but it is worth it. Doing so allows you to be able to ensure the message you want to get to them can (think email marketing and newsletters). Additionally, you will be able to shine outside of where all of the competitors also live. Don’t get lost in the newsfeeds.
Ask For Help
If there is one thing that always reigns true in this industry, it is that change is always happening. We are used to it and stay on top of it as best we can. But that is our job. And that is why it is important to ask our True Fit Marketing team for help with your marketing strategy for 2022. It isn’t too late to rethink what you’ve been doing and analyze what did and did not work. And it is great to make changes. Ask for help with your marketing efforts because it is important that you focus on other aspects of your business as well.