What will affect marketing in 2022?
Many people are now making plans and budgets for the coming year. If there's anything you should be aware of in the coming year, it's these 5 trends:
1. A world without third-party cookies
The use of cookies has brought many growth and success since the 1990s. But now, some of the major technology companies are deciding that they will no longer support tracking using third-party cookies. Google, which has 65% of the search market, will close the door late in 2023.
The change means that marketers need to think more creatively in their choice of format and channel, and not least find new parameters to measure campaigns. Many are increasing the collection of first-party data in order to continue to deliver relevant ads, and there are also several new advertising platforms on the market. There is little doubt that the so-called "cookie death" is something that will characterize 2022. Stay tuned!
Read also: What phasing out third-party cookies means for you
2. Computing power as a competitive advantage
We'll continue to see messages like these about cleanliness and minimalism in 2022.
More people are interested in sustainability. Consumers want products made from sustainable raw materials, with ethical and environmentally friendly production.
They want brands that take a stand, that are transparent and that want to make a difference.
If your business doesn't keep up with the times, it's likely that they'll choose the competition over you.
At the same time, many brands are rethinking who and what they are, and not least what impact they have beyond profit, whether it's creating a fairer world or achieving net-zero emissions.
Companies that manage to adapt to new requirements and find a good way to communicate "green" will certainly gain a competitive advantage this year.
3. Increased focus on our own websites
With the death of the cookie and changes in ad targeting, it becomes even more important to collect your own data. For example, the list of email addresses for your newsletter becomes even more valuable.
In order to be able to collect data yourself, you need to ensure that your own website works optimally. There will be even more focus on so-called conversion optimization, which is about improving the conversion rate on the website. A conversion may be that someone buys a product or gets in touch via a form. More time will be spent on analysis and testing to find out what works and what doesn't.
4. More use of video
We will see even more use of video in 2022.
Video is still the most effective format in social media. Video reaches more people and creates more engagement than images, link posts and text.
For businesses, the video format offers several advantages. You can say a lot in a short space of time, and you can use several visual tools to create a mood - such as music, speech, text and animations.
The fact that we have a mobile phone in our pocket also lowers the threshold for getting started with video. We are sure that there will be increased use of video from more brands in the future.
5. Long-term branding
No matter what you choose to focus on in your marketing: Think branding! Research by Binet and Field (2019) shows that strong brands are the most likely to increase sales over time. "The most important thing in all communication is that it emanates from one place: Who are we, why do we do what we do, and how do we want to appear?
It's about your reputation, as well as your visual identity. There must be consistency between what you are and what you say and do.
The best way to build your reputation in 2022 is to think long-term and create content that builds authority, credibility and trust.
