As we’ve quickly learned how to adjust and live with Covid, it is fair to say that 2022 is post Covid. This year, we're taking what was useful during the pandemic and finding new ways to advance that to our strengths. So what are the 7 highlighted things that I think we should expect to see from marketers this year 2022?
1. The Rise Of Interactive Content
Buyers are becoming more and more independent in their journey. So, as marketers, we need to take this into consideration and make things concise for the users to go through in our platforms. Businesses might have to put more time and effort into keeping the prospect engaged and helping them find what they are really looking for, So expect the rise of interactive content 2022.
2. More Long-Term Influencer-Brand Relationships
We’re likely to see an increase in long-term influencer-brand relationships, with creators taking on a variety of brand ambassador roles and an overall shift toward always-on programming, as opposed to one-time deals. Brands will have the opportunity to build more authentic connections with their audiences through longer-running programs that leverage influencer expertise and credibility over time. When incorporating an influencer strategy into your overall marketing plan, it’s vital to understand that beyond the sheer amount of eyeballs you’re gaining access to, the main commodity you’re trading is trust. When influencers lend you their audience for a product endorsement, they’re pedaling the good faith of their followers, and vice versa for your product.
There is a lot of distrust among the public when it comes to who they are getting their information from. Influencers have built trust with their audience over a long period of time. Therefore, their audience knows that when their favorite influencer backs a service or product, it’s legit. Companies need to take bigger advantage of this moving forward.
3. ‘Doing Digital Right’
Communications agencies will shift from a transactional approach and take on a more advisory role as they look at long-term partnerships with brands. While the communications industry has made digital-first a priority these last few years, 2022 will primarily be about “doing digital right”—leveraging digital tools to supplement integrated communications initiatives when and where it makes sense.
4. Intent Monitoring
It’s time marketers focus on their biggest business goal: finding buyers who are ready to buy. To that end, it’s helpful to know who’s searching for your solution—and who is potentially in-market. Intent monitoring is the answer, and it’s a top trend that we anticipate will grow in 2022. When combined with actionable insights, it offers a powerful way to impact business growth.
With the deprecation of third-party cookies set for 2023, marketers will be testing alternative targeting solutions, such as people-based targeting, throughout 2022. Companies that can leverage and expand on your first-party data will need to be vetted before cookies are gone entirely
5. New VR-Based Software Tools And Apps
With the latest announcements from Meta regarding the metaverse, people can begin to expect new software tools and apps to be introduced in the virtual reality world. I would anticipate the start of more hybrid and mixed reality experiences in 2022. There are tons of spaces in the metaworld that we need to explore. After all that’s where we are heading.
6. New Methods Of Teamwork And Collaboration
Covid has proved that working from different spaces using the internet works, and humans have adapted. We are only going to explore this space deeper and find effective and efficient solutions working from home. The workplace is no longer a location; it’s a mindset. Driven by the impact of Covid, the work environment will continue to be redefined. The impact on the market is huge. Employers need to be creative in blending productivity and employee needs; those who will thrive will seek new ways of accomplishing “work” and different methods of teamwork and collaboration.
7. Bigger Business Pivots To Online/Digital
In 2022, I believe there is going to be a need to concentrate on and adapt to cryptocurrencies and non fungible tokens and move businesses to the online marketplace. We already saw the pivot that had to happen during the pandemic to online/digital, and that trend is only going to get bigger. Companies should start integrating these things into their strategy as they look ahead so they don’t fall behind.
What can we expect from Horizon in 2022? Well.. we are in course to building a micro/macro influencer platform which will be launching soonest. Keep an eye out!
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