Marketing Trends Forecast for 2022

My Top 5

2 years into the pandemic has brought in a dramatic change in consumers’ behavior and lifestyles. Things that we value are not the same — now we care more about our healthy, loved ones, planet, time and want to be seen and included. These are challenging times of uncertainty and volatility where Marketers are expected to do more with less and thrive & adapt to ever-changing technology needs.

Fun fact!!!! Marketers thrive on Challenges as they are Opportunities to stand out.
Let’s accept the hard reality — there is no return to normal life, forget going back to 2019. We all have to Adjust to Adopt — covid will be with us for long, and we need to factor it in as we set out to craft our next Marketing campaign.
These are my top 5 Marketing trends forecast for 2022, let me know your thoughts in the comments below:

1. NFT to power Marketing:

With all the hype around NFTs worldwide, it has opened up new ways of brand storytelling and consumer interaction. It can create unique brand experiences, increase brand awareness, encourage interaction, create interest in your brand and product, and help increase conversions and drive revenue. Perfect way to attract Tech-savvy millennial and Gen Z buyers.

Ways you can leverage NFTs in your marketing strategies:

· Create your own Brand or Product NFT and auction it for charity.

· Partner with artists or auction sites and present your brand in the auction.

· Brands can provide personalized gifts, vouchers, or more to their customers.

· Run a contest with NFTs the prize.

· Create buzz in the lead-up to events and product launches via early access tokens.

· Create limited memorabilia to celebrate special milestones and holidays, and use them in marketing campaigns around those holiday seasons.

NFT technology is here to stay, and it’s undoubtedly set to be a part of digital marketing.

2. Blockchain for User Privacy:

Data is a blessing for marketers. While MS research 2020 shows 64% of consumers feel uncomfortable, 50% don’t have a choice to trust brands with their data. We have consumer issues that marketers have to watch out for. It will be great if brands can abreast consumers about how their data is collected and what they do with it. So markets have to solve this equation of connecting with more relevant, acceptable, and helpful consumers to be “Responsible Marketers.” The way we connect with consumers has to change and be sustainable. If your marketing platform can give consumers control over their identities and personal data that will be a big WIN. It is possible with Blockchain!

Blockchain is uniquely positioned to help with data collection and privacy issues, data quality, reporting, ad fraud, integrity display ads and how annoying they can be, add delivery frequency and timing, etc and offer solution. With the help of platforms like Brave blockchain browser and BAT Marketers can control how their assets are being delivered, monitoring exactly how their ads are being placed, ensuring proper engagement tracking, leading to better attribution and efficient outspending.

3. Diversity, Equity & Inclusion (DEI):

Consumers have far more expectations from a big brand than making great products — they want to support brands that represent them and their values. Teams bring varied experiences and perspectives when they are made up of diverse people. It’s challenging to create and execute a marketing communications strategy to reach diverse audiences without diverse marketing teams. Both are equally important.

Fashion brands have been called out for using certain body types and setting wrong stands for beauty. Hence, we have seen a drastic shift where fashion brands are making clothes for all body types, getting them on the runway, and making cosmetics for all skin colors. Google with Pixel 6 introduced “Real Tone” that will capture the skin color without whitewashing faces. If you can be anything be Inclusive!

4. Marketing for Good, Sustainability:

Pandemic has raised awareness for climate change. Expertise, Authoritativeness, and Trustworthiness is a mantra that will continue to weigh heavily on marketers’ minds through 2022. Climate change will be the mother of all challenges in a few years, and it has fundamentally transferred how brands connect with the environment and consumers. People will choose from the brands that can show how they care, and CMO needs to be leading. Marketing can help brands be carbon neutral.

According to a 2018 report from Accenture, 62% of customers “want companies to take a stand on current and broadly relevant issues like sustainability, transparency or fair employment practices.” The chances are good that in 2022, brands will continue emphasizing these values in their marketing.
Your marketing plan should include strategies for illustrating your support- and action-based priorities. Stop greenwashing and advocating; instead, take extensive measures to get more effective results, such as making donations, providing sponsorships, making eco-friendly products and by implementing circular product cycle.

5. Metaverse go Hybrid:

Yes, the hyped word of 2021! We have spent most of our time with our loved ones virtually this year. We have discovered new products and technology living in our virtual reality worlds, trade shows are being replaced with virtual reality shows. Marketing in Metaverse will be a bit challenging creatively while it offers many options. Marketers can create exceptional content experiences by integrating audio, video, text, AR/VR, gamification, and other interactive elements.

D&I and Sustainability tie in very well with Hybrid events as they are eco-friendlier. Moreover, these events can be more inclusive of individuals with disabilities, making them ideal for accommodating a larger audience. Hence, customers may favor businesses that implement the hybrid model in the upcoming year eg:Virtual KOls, Virtual Conferences, Virtual Product Experience zones.

Marketers who want to stand out and succeed need to embrace change. By reframing perceived threats as opportunities, marketers can take advantage of one of the fascinating times in Marketing history. Marketing is all about riding current trends and using your creativity to harness the excitement around them to draw attention to your brand.