With 2022 fast approaching, it’s time to take a step back and look back, but also to develop new strategies.
Making forecasts in an ever-changing climate may seem like the stuff of fantasy. Indeed, the last few years have been marked by challenges that few could have foreseen.
And yet, the most resilient companies are those that had a long-term vision and were able to adjust their strategy to achieve it. So taking the time to look ahead and prepare for what lies ahead remains crucial to staying on course and performing well. That’s why our experts have put together a summary of the 5 must-follow marketing trends for 2022.
Develop an inclusive and sustainable strategy
As you know, consumers are increasingly concerned about ethical issues, and this is not going to stop in 2022. Any company that wants to meet the expectations of its customers must assume its responsibilities and get involved in causes that are close to their hearts.
Adapt your message and your image to match the values of your audience.
First of all, the user needs to identify with your products/services and feel involved. Address them directly with a powerful message. To do this, emphasise diversity and inclusiveness. An inclusive campaign is aimed at the entire population, regardless of gender, origin, appearance, sexual orientation or physical or intellectual ability. However, this does not mean that you should not segment your audience and target your campaigns. Above all, you must not discriminate in any way.
Secondly, sustainability is always a very important issue in the eyes of consumers. Adopt a positioning that prioritises environmental and social aspects in order to meet their expectations. Today’s consumers want to be able to assess the impact of their purchases, both on the environment and on their health. Transparency is therefore essential: inform your customers about the actions you are taking to reduce your ecological footprint.
Favour hybrid experiences
You only have to follow the news for a moment to realise just how important the virtual world is today. With Meta offering parallel universes and Teams integrating avatars and 3D spaces into its meetings, we are seeing an increasingly digital future taking shape.
But does this mean that human relationships will disappear? Certainly not!
What do these changes mean for your business strategy, and how can you stand out from the crowd? Well, once again, by responding as effectively as possible to consumer needs! Creating experiences that combine the physical and digital worlds is the key to your success.
At every stage of the buying journey, it’s worth thinking about personalised and innovative solutions to get the best out of both worlds and reinvent the customer experience. This could involve implementing a chatbot, virtual reality fittings, click & collect or adding small gifts to your customers’ orders to build loyalty. These actions are generally supported by marketing automation.
Optimise the customer experience using data
If you haven’t yet put in place a data-first strategy, now is the time to do it in 2022! With the abolition of third-party cookies, you now need to acquire your own audiences and your own information if you want to be successful.
Too many companies are still finding it difficult to tap into the goldmine that is data.
And yet they allow you to personalise your offer, your advertising messages and the service you provide to your customers and prospects. So the challenge is not to collect as much data as possible, but to add value to the data at your disposal so that you can use it as an acquisition lever for your business.
Optimise your content and storytelling strategy
Content will continue to dominate in 2022. But what types of content should we be focusing on? The answer is simple: quality content that adds real value for your users.
Simplicity and clarity are the key words when it comes to creating content that will have an impact on your target audience.
Please note that simplicity here does not mean that the subjects covered should be “basic”, but that they should be dealt with in a language that your audience can understand. Answer all the questions Internet users may have and provide them with transparent information about your products and services.
Storytelling is also one of the most popular types of content this year. Tell your story and humanise your communications. Consumers want to know more about you, your brand and your employees. It’s also a great opportunity to highlight the values shared by your company.
Establish a marketing automation strategy
Marketing automation is not a new technique, yet it is still very little used.
Set yourself apart from your competitors and optimise your processes with marketing automation!
There are many advantages to marketing automation. It allows you to forge solid links with your customers, get to know them, understand their needs and respond to them. For example, automation enables better data management and ensures that users’ privacy is respected, which is extremely important to them.
Continue to follow trends
Yes, we told you about 5 marketing tips, but we couldn’t stop there… And neither can you!
Staying informed and keeping up to date with the latest developments in digital marketing is essential if you are to continue to evolve in this field. Bear in mind that what works today may not work tomorrow. So if you haven’t already done so, don’t miss a thing:
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