The market in 2022 hasn’t slowed down in ad competition. Here are the trends to keep up with.
Data Focus
Data is one of the most powerful and valuable assets any company has. Making the most of it is vital to inform an effective marketing strategy. Having data, analytics and technology experts sit in-house is a smart move. If you understand your consumer business better, it gives you a better platform. With that, you can think about what you’re marketing and communications to consumers should look like. Furthermore, harnessing the power of your data helps to paint a better picture of your customers and their behavior. This allows you to tailor your digital marketing initiatives more directly.
Engagement Metrics
As digital marketing evolves, so do the methods used to measure its success. In recent years, there has been an increasing focus on analytics and ROI. Those campaigns are being judged largely on their ability to generate leads or sales. This change is being driven by two main factors. Firstly, there is an increasing recognition that not all marketing activity will result in an immediate sale or lead. Secondly, with the proliferation of digital channels, it is becoming increasingly difficult to attribute success to any one channel. Therefore, marketers are turning to engagement metrics in a more holistic way. It allows them to measure the success of their campaigns.
Personalization
Advertisers seek out improved efficiency through non-human resources. Consumers – especially Gen-Zers and Millennials – are at the other end of the spectrum. Studies have shown that more than 75% of consumers say they trust content from average people more than content from brands. Marketing and ad professionals are turning to social media to create a balance. It’s between typical brand content and user-generated content that conveys the human side of the brand. Influencer marketing is one way the advertising industry is working to humanize its brands. Here’s how some are personalizing their ads: https://www.forbes.com/sites/forbesagencycouncil/2020/05/26/14-tips-for-personalizing-marketing-campaigns-on-a-budget/?sh=546aeeab635d
Video Continues
There’s just nothing better than good old video content in the digital marketing world. YouTube is growing, every platform tries to implement some sort of video content, and it’s hard to remember the last time we read an article without some type of visual content in it.
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