With the whirlwind of 2021 nearing its end– how is it possible that we have actually handled the events of January sixth, numerous versions and the vaccine rollout, to name a few turning points, all in the exact same year– its time to assess the marketing trends that have come to be (during an extremely odd year) and what will be trending for 2022.
To get a sense of whats to come and what online marketers are thinking about for the last gasp of 2021, Digiday asked agency execs and marketers to detail what they think the marketing hot subjects like the metaverse, privacy, CTV, return of travel and more, will remain in the coming weeks. See listed below for their reactions:
Brand names in the metaverse and beyond
Sam Lemoine, creative director, social at GUT: “2021 has been a year of continued uncertainty. Amongst the trends that formed the year, brand cooperations and TikTok ended up being pillars to brands of all sizes. Social platforms became spaces for co-creation as fandoms and interest-based communities proliferated, broadening the developer economy and triggering the metaverse. And while weve seen a convergence of trends, what will they indicate for the future?
2022 will introduce an era of unmatched flex– a shift from owning IRL possessions to digital collectibles, metaverse land, and wearables, producing brand-new chances for brand experiences. Brands, developers and consumers will also get in a time of their own thanks to Web3, the blockchain-enabled web free of control from platform giants, which will continue to establish as a strong anchor for neighborhood building and the creator economy. Emboldened by Web3, those developers, brand names and customers will band together to construct brand-new worlds of their own– ones that flourish on cooperation, community, and most significantly, equity.”
Jeremy Cohen, vp head of worldwide material collaborations, Publicis Groupe: “2021 experienced the international, traditional welcome of crypto and the Web 3.0 economy. The rate of adoption will increase substantially in the next year, as the COVID-induced spike in digital usage both changed consumer habits and, in turn, saw crypto turn into a multi-trillion dollar economy. 2022 will be a fascinating year of innovation and iteration, as brands make use of metaverse experiences to engage brand-new audiences and redefine the idea of brand name loyalty.”
Virtual work with selective in-person conferences
Courtney Buechert, CEO of Eleven: “The hybrid-centric work model (versus the office-centric work model) is among the greatest shifts that is here to remain. Its effect on the geography of talent, the economics of agency overhead/costs and the identity of firm brands is huge. And it appears to be developing a surge of opportunity for new types or firms to be more appealing to clients and personnel than would have ever been possible pre-pandemic.”
Seb Tomich, svp global head of marketing and marketing options, New York Times: “For better or even worse, one change that certainly stuck is virtual work. Weve seen great success increasing our reach to customers and reducing our T&E costs, but we have lost the capability to form deeper relationships that happen face to deal with. At some time in 2022, we will be getting back to in-person at scale with a few of the more transactional conferences sticking to virtual.”
Return of travel
Josh Peterson, vp of data science and analytics, CJ Affiliate: “This year, we saw buying trends around WFH taper off and shift towards appeal, devices and travel. 2022 will be the year of travel, where bottled-up need for seeing the world will spur more travel gifting moments and a rise in retail traffic for travel-related clothes, media, electronics and more.”
Increase of CTV continues
Hyun Lee-Miller, vp, media, Good Apple: “Keeping in mind developing customer habits, brands are increasingly adopting an omnichannel video-first technique with video activation experiences being customized to make the most of the platform experience itself. Brand names will continue to ramp up CTV invest with customers migrating to streaming services; however, gone are the days where brand names are taking one video asset and repurposing it throughout linear, CTV, OLV and social channels. Brands are developing social video experiences native to each platform experience, whether it be making TikToks or flipping the script by having consumers create brand name videos themselves with a Snap AR lens.”
Looming privacy changes and first-party data
David Broscow, vp, information science and analytics, INNOCEAN USA: “Privacy of digital fingerprints. We expect this pattern to continue beyond the significant shifts that have actually occurred at Apple and Google in the current calendar year. Customers will voluntarily share choices and intentions, where they see that the marketer will provide value in return.”
Tomich: “First-party took center phase this year with the looming death of the third-party cookie. Although we are still awaiting a resolution, The Times has continued to construct first-party products backed by the growth of our subscriber base, and have actually seen outstanding results.”
Reinvention of consumer experience
Margaux Logan, vp and head of online markets, U.S., Publicis Commerce: “Seamless, omnichannel shopping is certainly here to stay and well see higher ease in buying things by means of e-commerce. One huge pattern I see for the year ahead is the combination of loyalty cards and payment systems to enhance the customer experience even further. Payment business are now being purchased by retail media networks. Why not make it simple to save and purchase at sellers with simply a click?”
Kari Shimmel, chief technique officer at Campbell Ewald: “Over the last year we also saw brands required to reinvent their approach to creating brand name experiences. Much of them had to ditch their journey maps and begin from scratch– something that had never been done en masse. This caused the increase of more CX practices both in marketing and consulting. We are in the Wild West stage with CX with mayhem in terms and absence of maturity across customers and firms– be careful the one size fits all.”
3 Questions with WeAre8 CMO Jill Cooper
Every online marketer who cares about the planet desires to develop a loved brand name and a healthy future for their organization. Our organization design runs as a 35:65 split, with the bulk of funds diverted to the customer and worthwhile causes and the remainder reinvested back into WeAre8 and our partners.
WeAre8 is a sustainable ad platform. Inform us, whats the existing state of sustainable advertising? How is the industry welcoming it?
Marketing, in general, is progressing, and Im happy to see that more and more brand names are stepping up their sustainability commitments and taking sustainable advertising into account when they prepare their marketing techniques nowadays. Business [spend] billions of dollars internationally in advertisement distribution to construct patterns that people all around the world follow, so we are in an essential position to help shape society and affect change. It is extremely interesting to see the market coming together in huge occasions like the recent Advertisement Net Zero Global Summit, showing the marketing markets response to the environment emergency. Its vital that companies and marketing specialists from all over the world have a forum to come together and discuss how we can play this essential role in dealing with ecological problems.
How does WeAre8 balance revenue with sustainability efforts?.
With its mission, how does WeAre8 determine which companies, brand names, to deal with?
It is clear that as an advertising and marketing channel we do contribute to the evolution of our market, and we desire to do it in a method that economically empowers individuals and supports the world. At WeAre8, we have built double opt-in into the customer experience, so it is ultimately a persons option as to whether they accept to see the video message from a particular brand.
The COVID-19 pandemic has overthrown much of life as we understand it, from remote staff members finding office options in bars, coffee shops and hotels to improving networking occasions from in-person events to online encounters. And as pandemic life becomes more complicated, people are aiming to brands like Google and Netflix to use simpleness with many prepared to pay premium prices for easier experiences, according to Siegel+ Gales Worlds Simplest Brands latest research study. Discover a breakdown by the numbers listed below:.
By the numbers.
76% of respondents said they are more likely to suggest a brand that delivers basic experiences, compared to 64% in 2018.57% of respondents reported they want to pay more for simpler experiences, somewhat greater than the last reports findings.55% of survey respondents, aged 18-34, said their life was more made complex– Kimeko McCoy.
Amongst the patterns that shaped the year, brand name collaborations and TikTok ended up being pillars to brand names of all sizes. 2022 will be an interesting year of development and iteration, as brand names use metaverse experiences to engage new audiences and redefine the concept of brand name commitment.”
Kari Shimmel, chief strategy officer at Campbell Ewald: “Over the last year we likewise saw brand names required to reinvent their approach to producing brand experiences.
Brands will continue to ramp up CTV spend with customers migrating to streaming services; however, gone are the days where brands are taking one video property and repurposing it across linear, CTV, OLV and social channels. Brands are producing social video experiences native to each platform experience, whether it be making TikToks or turning the script by having customers create brand videos themselves with a Snap AR lens.”
The post Marketing Briefing: Here are the trends online marketers and agency officers are considering going into 2022 appeared first on Digiday.This content was originally released here.
Quote of the week.
” Were still in this growing discomforts phase with much of social for brand names, where theyre learning to understand that attention is something that needs to be earned versus spent for.”.
What weve covered.
— stated Brendan Gahan, chief social officer and partner at Mekanism, when inquired about Duolingos viral TikToks of its enormous owl mascot.