The pandemic has impacted consumer behavior and influenced the world of marketing.
Caring for the environment will be one of the aspects that companies will exploit.
Marketing strategies are everything to attract customers. Nowadays, there is no company that does not resort to marketing, whatever type it is, to achieve greater awareness and sales. The pandemic has impacted consumer behavior and has also affected the marketing strategies of brands. Which ones will be the best for 2022?
WARC 's 'The Marketer's Toolkit 2022: Global Trends Report' warns that next year companies will mainly focus on sustainability. 46% of respondents say that caring for the environment is key for consumers, which will also be key for brands.
Sustainability, a growing trend
Companies looking to grow in 2022 need to create marketing strategies that take sustainable practices into account . 58% of marketing executives see sustainability initiatives as an increasing value for companies. Consumers expect brands to be committed to caring for the environment. It is no longer enough to communicate that they have the right values, but they must tangibly show what they are doing to have a positive impact on communities and the environment.
Similarly, the marketing actions that will be carried out in 2022 also include changes in the manufacturing, packaging and distribution of products. All of this in order to accept public commitments and promote ecological behaviour.
It should also be noted that consumers are now spending more time at home, so they are much more concerned about their local environment. Furthermore, greater priority is given to both personal and family health and well-being.
58% of marketing executives believe that sustainability college and universities email list initiatives are an increasing value.
New trends in customer measurement
Marketing strategies in 2022 will focus on promoting everything that has to do with customers. Brands will look for space in those places or social networks where their customers are present. After all, customer gain is the most important barometer of the effectiveness of any marketing strategy.
The advertising and marketing industry will therefore be looking for new advertising metrics that will allow them to know first-hand how customers have been gained. The study carried out by WARC shows that 52% of professionals are already looking for new measures of effectiveness. Meanwhile, 42% believe that it is necessary to invest in new technologies to measure audiences.
42% of industry professionals see the need to invest in new technologies to measure audiences.
More investment in social networks
Spending on social media will increase in 2022. One of the marketing strategies for next year will be to boost the presence of brands on these portals. In fact, 75% of companies plan to increase spending on social platforms. But not only that, because this strategy includes investing in campaigns carried out by influencers. This is a clear sign of the increasing power that content creators have on social media.
