Emerging Trends, Top Marketing Predictions For 2022

Innovation and marketing are drivers of business success. When new solutions emerge they are only able to drive acceptance through marketing.?

This implies that both marketing and innovation are mutually inclusive. Hence, marketers are usually early adopters of innovation. They understand the value of products and services, which allows them to communicate the shared value with the targeted market.

A study by Sales Logix already shows that companies with strong sales and marketing alignment achieve 20% annual growth rate.

In 2022, businesses would tap marketers to lead salient activities that drive business goals and overall performance.

6 Predictions In Marketing For 2022

Although predictions aren't playbooks, rather they serve as guides for stakeholders and marketers in 2022.

Let's go.

Accountability

Reducing churns to zero degrees.

As marketing gets more quantitative, marketers would be made to justify/account for every dollar.?

Don't take this literally.

But accounting for real business results and KPIs will get more toughen.

You have to pay attention to what is and isn't working.

So get working and be realistic.

Take note: Marketing ROI is typically a 5:1 ratio, with exceptional ROI pegged around a 10:1 ratio. However, anything below a 2:1 ratio is considered not profitable.

Blockchain?

When you hear blockchain, you probably think it's all about cryptocurrencies.

You got it all wrong.

Blockchain is a decentralized ledger that brings efficiencies and transparency into human operations.

As a decentralized and trustless system, this technology offers so many opportunities for marketers.

Blockchain has become a helpful tool for advertising and marketing. Blockchain’s decentralized ledger technology offers a lift in advertising cost transparency and deeper insights into audience interactions with ad campaigns. Source

For instance, marketers can collect and keep customers' data and improve data security in ways that drive valuable business decisions like product validation, new features, and prices.

Also, blockchain technology makes it possible to monitor marketing metrics in real time.

Of course, we won't go from 0 to 100 in one year. But I expect marketers to incorporate blockchain technologies in their activities.

SEO

This is 2022. And SEO still remains one of the best forms of marketing. And I don't expect this to change anytime soon.

So I expect more and more marketers to increase investment in content and other search-based marketing. However, this will be more value-focused and less about Ad spending.

Purpose Marketing

This is probably the most obvious of all.

But rather than cause-related marketing, I expect 2022 to be more purpose-driven. Brands and their manager would be more than intentional about the cause they support. To ensure efforts are channeled towards causes related to their business purpose.

This will be more product-focused and action-based.

“Purpose is not a mere tagline or marketing campaign; it is a company’s fundamental reason for being – what it does every day to create value for its stakeholders. Purpose is not the sole pursuit of profits but the animating force for achieving them.”

Larry Fink, the founder and CEO of BlackRock

It helps to build connections with customers. And give them motivation for patronage.

Social Media

Of course, the activities on social are difficult to measure because of dark social.?

However, data already show smart marketers know what and how to measure ROI and hit their KPI. In fact, In fact, 73% of marketers believe social media empowered them to reach new customers more efficiently than other media. Meanwhile, social media commands 12.6% of B2B marketing budgets, and this is expected to go up 10% in the next 5 years.

XRs/Metaverse

There is a lot of buzz around Metaverse right now. And more and more businesses are already exploring design opportunities in it to improve product quality.

I expect marketers to tap into this in ways that redefine the customer experience and improved product quality.?

For instance, Boeing wants to design plans in Metaverse to solve some of its quality issues.

In fact, Boeing’s Chief Engineer, Greg Hyslop, says more than seven out of ten quality issues trace back to a design issue.

Wrap It Up

Summarily, 2022 will be a significant year for marketers at all levels. By significance I mean, take more influential business decisions, lead new initiatives and lead sustainability causes.

What did I miss?

Happy to know your thoughts.