The last two years have represented a huge shift for all brands, no matter their size. With the pandemic and its effects, brands have been forced to adapt rapidly to a changing environment, and many have been pressured to come up with new and creative ways to reach consumers.
As a result, we have seen many companies place a greater emphasis on online presence, digital marketing, and remote operations. But as more stores begin to reopen their physical locations, and consumers move back into the physical selling space, the question that arises is whether this shift to online is here to stay. How will brands succeed in 2022 and what should we expect as we move forward?
Personalized Advertising
The issues and concerns of the online space were highlighted over the last two years, and one of the major takeaways for many brands was the necessity of first party data. First party data has become increasingly important in recent years and brands already use this information to build consumer lists for targeting and optimization. In 2022, we can expect to see brands beginning to expand the ways in which they use this data, to better connect with consumers and create marketing campaigns tailored to the unique needs and desires of individual consumers. According to James Leonard, “Content optimization remains one of the most underrated techniques in the marketer’s arsenal.”[i]
In 2022, we can expect to see brands find new ways to utilize the insights gained from first party data and combine this data with powerful and creative ad campaigns that speak to the consumer in a new way. With a growing dependence on first party data, brands will find new ways to collect information from consumers and better ways to optimize and grow from the insights this information gives.
A Multi-Channel Approach
During the pandemic many brands and businesses were forced to find new ways to operate in the online or remote space. This encouraged creative advertising, new methods for operations, and an increased movement towards the digital space. As more businesses begin to reopen their doors and serve consumer both online and in person, it will become of greater importance than ever for brands to prioritize an omni-channel approach to marketing.
According to Erin Hynes, “with a multi-channel strategy, you can reach consumers throughout the entire funnel, creating a cohesive story across channels like native, display, video, connected TV (CTV), and audio…using a mix of complementary channels increases the percentage of the total target audience that you can reach, and it helps you to craft a brand story throughout the entire customer journey.”[ii] As consumers begin to purchase in both physical and online spaces, brands will need to ensure that their brand story is consistent across all channels, and that they are engaging and connecting with the consumer along all possible points of the consumer journey.
Moving into 2022, the consumer journey becomes more complex, and the brands that recognize this early and prioritize effective branding across all channels will succeed, while those who don’t will be missing out on a large part of the potential market.
Focus on Humanity
Over the course of the pandemic many people have been denied human connection – besides just families and individuals being stuck in their homes, restaurants have also moved toward delivery, consumers and salespeople have had less interaction in stores, and companies have moved to an online format. At the same time, there has been a greater desire than ever for purpose driven brands that stand for something beyond profits-whether it is social causes, the environment, or how businesses treat their employees and customers. This juxtaposition between the isolation of people and the popularity for brands that care, highlights the desire in consumers for connection. Harsh Raval puts it best, that “over the years, so many brands have received backlash for missing out on inclusivity, and then they had to reform themselves to brand themselves as an open and caring brand.”[iii]
Going into 2022, we can expect more brands to begin to self-reflect and find ways to showcase their human element. Conveying authentic messages of empathy and kindness, especially as technology and online presence grow, will be crucial to maintain that human element and satisfy that need for human connection.
2022 should be another exciting year for brand management. The environment is still changing, and seeing how various brands grow, adapt, and come up with creative solutions is something to look forward to.
[i] https://www.exchangewire.com/blog/2021/11/23/predictions-2022-media-buying-brand-marketing/
[ii] https://www.business2community.com/strategy/the-power-of-a-multi-channel-strategy-02444104
[iii] https://line25.com/articles/12-branding-trends-we-can-expect