Top marketing trends that will lead second half of 2022
By Zion Rufus
Notwithstanding the unexpected changes that hit the world in the first half of 2022, some emerging marketing trends are expected to take center stage, where existing ones will be deeply rooted as we navigate through a year filled with uncertainties.
Adoption of automated marketing
Informed by increasing digital evolution and internet proliferation, digital marketing has become rather challenging as consumer expectations and demands continue to rise. Hence the shift to automated marketing to meet rising demands. Internal Google data showed that more than 80% of Google advertisers currently use automated bidding in their marketing.
According to ResearchandMarkets, the global marketing automation market which grew from $5.11 billion in 2021 to $5.84 billion in 2022 at a compound annual growth rate (CAGR) of 14.2%, is expected to grow to $9.36 billion in 2026 at a CAGR of 12.5%. Marketing automation is the process of employing technologies to automate repetitive marketing processes. When it comes to following up on leads and guiding potential clients through the conversion funnel, automation can save marketers a lot of time.
First party data takes center stage
Now seen as the “new oil” of the ad economy, the shift to first party data is expected to make a full turn as the scheduled date for third party cookie deprecation draws near. Additionally, as consumer privacy concerns continue to skyrocket, marketers are expected to build trust by prioritizing transparency.
Leveraging empathetic approaches to marketing
As we navigate through a year plagued with economic uncertainties, marketers have been advised not to forget about the importance of emotion in their marketing strategies. Understanding what makes the consumers tick and what they resonate with the most during this period, is set to be the winning edge for marketers as emotions are currently heightened.
These changes in emotions have been identified to be driven by personal finances, health concerns, coupled with uncertainty and apprehension over the war in Ukraine which has thrown the global economy into an unprecedented crisis.
An analysis of thousands of high-growth searches from the start of the year till date showed that people across Europe, the Middle East, and Africa are driven by heightened emotions. The recent Google Search insights revealed that 2022 is the year of two moods: optimism and uncertainty. This “duality of emotions” currently reshaping consumer behavior, has resulted in fluctuating consumer demands, changing priorities, and expectations for brands to help them in times of financially-related problems.
Brand storytelling
Brand storytelling has been tagged the “future” of marketing. Storytelling which has evolved beyond just marketing, now sits as one of the most powerful marketing strategies and skills in the business world. The essence of storytelling is to use a narrative to communicate a message that will inspire the audience to take action.
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