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Although infinitely better than 2020, 2021 had its own unique challenges. With 2022 upon us, it’s an opportunity to start fresh and do everything we’ve sworn to do every two years.
Whether personal or professional, the new year is a time to set goals and start making your plan come true. If you are a business owner, this includes setting marketing goals and developing your marketing strategies.
So what’s going to be hot in 2022? After so much time spent apart, we expect 2022 to be about telling a compelling brand story, connecting with customers online, and embracing the experimental new marketing channels that have thrived during the pandemic.
Get comfortable in the spotlight
As evidenced by the rise of TikTok and short video content, video marketing is the future. Appealing to shorter attention spans and offering more raw, authentic storytelling, videos remove much of the sales tactics younger generations hate and humanize a brand.
You do not believe it ? Consider that Google announced that YouTube reaches more people between the ages of 18 and 49 in a week than all cable networks combined in the United States. That’s right, cable.
And according to social media data, users show an increase in video views and engagement compared to photo or text posts.
If you’re not using video yet, you’re late. It’s effective, your audience expects it, and you have the opportunity to build strong, loyal relationships with customers who care about the people behind the brand.
Make it personal
Another possible vestige of social distancing, consumers care more about being seen, heard and valued by brands. It’s no longer one-sided – your client wants to feel they have influence and are part of the community.
These customers want personalized product recommendations, highly targeted content, and tailored promotions and discounts. The same old boilerplate email and ad text just won’t cut it.
Personalization is a top priority for marketing in 2022. Create targeted content, emails, and landing pages with personalized messages for your ideal segments and personas. If necessary, segment your database and explore your buyer personas to create relevant messages.
Approach your copy and content like a human, not a faceless brand. Use your customers’ names and respond to emails or social media comments and posts.
Take a customer-centric approach
These marketing trends have one thing in common: the customer. You may think it’s always about the customer, but there’s a difference between understanding customer centricity and putting it into practice.
Customer centricity means putting the customer first in everything you do. It’s not the same as saying you’re focused on customer satisfaction or unparalleled customer service. It’s about really understanding who your customer is, what they need, how you can deliver it, and how to wrap it all up into a meaningful and lasting experience.
Truly customer-centric brands create a culture around the customer. They consider the customer in every business decision, organizational change and customer touchpoint. All that groundwork pays off when you get higher retention rates, less price sensitivity, more referrals, and higher revenue.
Think more CX, less UX
User Experience (UX) was a buzzword recently and has become the beginning and end of everything for product or application design. The designers have gone to great lengths to create the ideal perception of efficiency, usefulness and ease of use.
However, UX is only one piece of the puzzle. Customer experience (CX) encompasses the entire perception and impression across all touchpoints – from the moment they learn about a brand to the support they receive after purchase. While UX is part of CX, the full picture is needed to create a consistent and memorable experience that keeps people coming back.
Content is still king
The internet and social media aren’t slowing down, so we should expect to see more noise and clutter on the internet as the new year begins. It will likely be even harder to stand out, especially if you rely solely on advertising.
Content has been and will continue to be a great way to connect with customers, deliver value and solutions, and build trust. Over time, customers come to see your brand as the go-to source for answers and information on a topic or industry.
That’s if the content is good. Producing content for fun not only wastes your time and money, but can also damage your brand image and create negative sentiment among customers.
A strong and effective content marketing strategy is an important part of your digital strategy and can have a lasting impact long after 2022.
Improve your marketing in 2022
Start the year off right with effective marketing strategies that put the customer first, embrace the human elements of your brand, and personalize the experience to fuel your business growth in 2022 and beyond.