Marketing strategy

Your 2022 marketing strategy: what to keep, modify and start

In-person and online purchases are seeing an increase in their respective numbers. No one has a crystal ball, so marketers need to keep thinking as trends start, change and disappear. Fortunately, we can use our observations to craft a 2022 marketing strategy. Trial and error through 2020 and the first part of 2021 has given marketers a good idea of ​​what to keep, what to need to change or stop, and what to start implementing in their own strategy.

Social media to keep

Social media is one area you can always count on for a solid ROI. Data from the first quarter of 2021 gives a good indication that social media will be in the “keep” and “change” column for everyone’s marketing strategy next year. What is interesting, however, is that the biggest boom in activity has not been where many expected. So, of course, it’s in the Keep column, but you might also want to change a few things when it comes to your social media marketing reach.

Social media to start

For example, Pinterest now receives up to 5 billion searches per month. This is a 150% increase from their average of 2 billion searches per month in 2016. We’re not just talking decor-inspired searches. People were searching for real products on Pinterest at twenty times the rate of the previous year.

Social media for change

Facebook may still be the most visited social media site, but TikTok has become the main platform for influencer marketers. It happened so quickly that at the start of 2020, TikTok influencer marketing wasn’t even an option and often fell into the “other” category. And, while 60% of B2B marketers in the US are finally using Instagram, down from 30% in 2020, the platform has actually seen the biggest drop in influencer marketers, dropping from 80% l last year to 68% this year.

Experiential marketing to keep

Virtual events are likely here to stay, at least for the foreseeable future. Brands have invested in the increased technology needed to bring consumers together at various events on digital platforms and the good news is that it has worked. In fact, 52% of companies said they saw equal or better attendance at virtual events than they previously expected for live events.

Experiential marketing for change

After investing so much in the technology needed for virtual events, many organizations are likely to create hybrid events, with at least part of the agenda taking place online. This could involve the audience virtually attending or the speaker, or a mixture of both.

Experiential marketing to start

One thing is clear, especially if you continue to offer more virtual events, is the need for an on-demand strategy. Whether it’s a recording of events that have already happened or a curated program of lectures, speeches or other events made available to your audience at any time.

A 2022 marketing strategy for live and hybrid events will provide the option of remote viewing for anyone who is not comfortable with in-person activities or simply cannot make the trip. Statistics show that at least 20% of event attendance comes in the form of on-demand viewing. You don’t want to miss so many potential customers.

Start delivering seamless multi-channel retail experiences

As more companies adopt a permanent work-from-home policy and consumers appreciate the convenience of streaming from home, finding new ways to reach shoppers is more important than ever.

When it comes to a multi-channel experience, shoppers love it, but 90% say a seamless experience is where they’re most likely to spend their money. In-store, online, in-app, and even outdoor advertising should all work together seamlessly to identify your shopper, determine where they are in the buyer’s journey, and help them make a purchase without skip a beat between the different channels they use.

Change where you market multi-channel services

When many think of multichannel, they think of a website, social media, and an app all working together in harmony. Yes, it’s important for a healthy multi-channel strategy, but it’s not all you have anymore. Consider the entertainment streaming services that so many consumers currently rely on and how you might reach new customers there. Traditional ads may be a thing of the past, but Hulu has introduced interactive ads that provide an even richer experience for prospects who are genuinely interested in what you’re selling.

Think about how you might get the most out of outdoor advertising as well. Your first thought may be that billboards and bus signs are dinosaurs – a thing of the past that cannot be brought into the future. There’s a reason outdoor advertising isn’t called “traditional” anymore. With the use of consumer cell phones, tablets and wearable technology, marketers are able to change the way outdoor messaging reaches shoppers. And when our digital billboards can sync with the website we visited that morning, well, nothing gets more omnichannel than that.