From cookie to social media: 2022’s hottest marketing trends
Marketing has made great leaps forward and has developed enormously during the pandemic thanks to digitalisation. What are the main marketing trends of 2022? And what do managers and decision-makers have to pay attention to when it comes to modernising and adapting their business model?
A beautiful new digital world: our behaviour as a society and as consumers has meant that companies have had to adapt much more consistently to the needs of users than they had in previous years. This is reflected in the most important marketing trends of 2022.
Data is still important and should be prioritised in any strategy; after all, it is only when data is systematically collected and properly and/or sensibly prepared, that the right conclusions can be drawn. This enables you to better understand the wishes and needs of your customers and to optimise your offers accordingly. Therefore, it is important that you keep an eye on your KPIs, rank them according to their validity and relevance, and ensure that the right tools are used to collect data.
Choosing the right channels is also crucial for the marketing mix – social media has played a key role in many strategies here for many years. It’s not just the right network that matters when choosing the channel: according to Hootsuite’s 2021 Digital Report, Facebook remains one of the world’s most widely used social media platforms, followed by networks such as Snapchat, Pinterest and TikTok. When developing the right social media strategy, however, you should always keep an eye on the target group. While there are many creative options available depending on the channel, not every channel is suitable for its own target group.
Podcasts are very on trend and are ideally suited to complement your marketing measures in 2022. As a spoken medium, they are authentic, stand out from the crowd and reach new target groups. However, the podcast market is not yet saturated; the number of listeners is still growing and many companies are very successful with them.
Another trend is doing away with printed advertising. Otto’s era of the printed catalogue ended back in December 2018 after 68 years, and in 2020, the world saw the last Ikea catalogue. There are many reasons for this: customers are online and use apps and mobile devices for their purchases or research. Interest in sustainability and trends such as minimalism also play a role in the abandonment of print. In addition, online offers are agile and, above all, easy and cheaper to bring to the target group.
Another marketing trend in 2022, which has been on various marketing lists for many years, is the desire for
data protection and the technologies associated with that. Driven by the GDPR, many companies have been forced to move, and since then, the topic has become a perennial issue. Nowadays, you can’t avoid dealing with alternatives to third-party cookies. New solutions for assigning and recognising users are needed. First-party cookies and zero-party cookies, i.e. data that the user voluntarily shares, are gaining in importance.
Do you have any questions about these or other marketing topics? We would love to help you move your business forward. You can find out more about our online marketing services here:
Online Marketing is depending on the constant development. Therefore an important part is to have your eyes on the newest trends.
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