Trends and techniques to watch out for before 2022 ends – Digital Marketing
Half a year has passed. And digital marketing is evolving even faster. Earlier this year, I read this and wrote about five digital marketing trend predictions that will transform the industry. Here are five trend predictions every marketer should look for if they want 2022 to end with impact.
1. Content will be as important as ad operations
Over the past five years, advertising operations have become streamlined and less complex. It’s no surprise, given that big companies like Google and Facebook are investing in the power of UI and UX to simplify their advertising operations. Without ignoring the fact that experienced ad ops have expertise in growth hacking, we must recognize that ad ops skills can quickly become difficult to distinguish. In that case, the key differentiator will be content. With the explosion of digital advertising, brands must use analytics to see how their ads are changing regarding copy and design. If a brand wants to stand out, its content needs to speak.
2. Marketing teams are slimming down, with specialists leading the way and generalists finishing their careers
This has been a trend for a long time. Typical roles such as marketing manager and digital marketing manager have lost value over the past three years and will continue to do so. While it always makes sense to understand the broader aspects of marketing (which by default represents his marketing digitally), the generalist role only exists on the higher stages of the corporate ladder. Junior and middle-level professionals who pursue the generalist profile as a career are looking for fish in bathtubs.
3. Digital marketing for branding like performance campaigns
Some might say that offline marketing is coming to an end. Some say it’s already six feet down. Whatever you believe, there is no denying that brands looking to see direct/quick and measurable ROI in their performance campaigns are turning to digital over traditional marketing in recent years. Not that TV and newspaper advertising doesn’t focus on brand building (Dear IPL sponsorships), but not all companies have unlimited budgets for traditional marketing for performance and branding campaigns. Additionally, the growing media turmoil and the potential to direct the ROI from pure performance campaigns have strengthened the need for digital marketing. Connected TV, metaverse growth, digital billboards, and mobile and location-based solutions are all mixed. Brands that spend much money on offline marketing run blitz campaigns. Utility campaigns will replace Lightning campaigns in 2022 because the pandemic has shown brands’ digital marketing to create more sustainable, long-term impact and cost-effectiveness for brands of all shapes and sizes. The transition from traditional to digital is clear and growing every day. It would not be very reasonable to think otherwise.
4. Marketing plan remains ROI oriented
Anyone who says marketing efforts are practical but unmeasurable is lying. In today’s world, everything is measurable. Marketing of all kinds is no exception, which is why brands now require ROI projections in their marketing plans. Many marketers thrive by providing only qualitative results such as brand recall, brand equity, views, and engagement. But branding also needs to be measured. Regardless of the goal, the marketing plan should have long-term, medium, short term and immediate ROI.
5. New Personal Data Protection Act (PDP) Creates Privacy Advocates Taking New Positions Within Organizations
This is terrible news for companies that carelessly handle customer data. Under the new PDP law, businesses must appoint a data protection officer (DPO) responsible for compliance with the regulations. Ensure that first-party data is collected ethically or that customers have an excellent room to opt-out. Organizations are responsible for obtaining data from uncollected third-party sources and storing data in a non-compliant manner. Much data is loosely available on the market today. But organizations that have spent budgets to procure this third-party data have been throwing money down the drain because this data is unclassified, unclassified, and useless. With the PDP Act, the industry is getting rid of such data, making way for trusted first-party data.
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